Online Advertising Effect Measurement And Optimization Research

With the rapid development of mobile Internet terminals,the global mobile Internet terminals will increase the number of geometric,according to the authority of IT statistics,by 2020,only the number of China Mobile terminal access will reach 5 billion connections.Mobile terminal is more than PC and television,newspapers,radio and other traditional media,as an important channel for information transmission.Mobile Internet advertising has gradually become one of the important channels for advertisers to promote marketing and advertising,more and more advertising will be transferred to the Internet advertising marketing budget.With the gradual increase of advertisers on the network advertising input,it is bound to pay more attention to the effectiveness of online advertising,I hope every point of advertising can bring value returns.Many advertisers with third parties(second hand,Admaster,CCTV market research CTR)carry out the advertising effect monitoring and research.The evaluation and optimization of online advertising has become an important technical means for advertisers to promote the network marketing.Monitoring and optimization of advertisers and professional organizations on the Internet advertising effect,from the last century just the rise of online advertising "front exposure,click" Internet advertising to show the data monitoring,gradually developed into the whole process of monitoring user browsing long,browsing depth,bounce rate,the number of back-end business index "the.However,the effectiveness of online advertising monitoring,there are limitations and deficiencies.At present,the monitoring and optimization of advertisers and professional organizations for Internet advertising,mainly by the third party Internet advertising technology to monitor the acquisition software,the horizontal alignment were analyzed in online advertising exposure,the user clicks,users stop transformation and a series of indicators,there is no longitudinal analysis of combination of the history data.In this paper,the author has been engaged in brand management in the central enterprises for many years,and has a rich practical experience in the research of online advertising and optimization.Based on the analysis of the historical data of the A company's online advertising for many years,the author initiated the establishment of an appropriate enterprise to optimize the project".The optimization project through the standard industry standard for Internet advertising,a series of indicators,set the weight and threshold,through the design of network advertising optimization model formula for statistical data,and then draw the optimization strategy of Internet advertising for the marketing activities of the enterprise,enhance advertising effectiveness.Summary and induction of the mechanism,will further enhance the enterprise advertising ROI,but also for other advertisers can learn from the model,is of great significance.