Step one: service creation
The idea for the site The concept of a site that will work at the outset will determine the future of our success. Should we think about what the purpose is to meet our party. Will it be a website with news, blog subjective, and maybe an online shop? The next step is to select a niche - to answer the question, what will be articles on your site (reviews of computer hardware, programming tips, information about cultural events, etc.) or what is to be sold by it (RTV gadgets, sports accessories, food etc.). When you work out your own idea, you have to take for the analysis of the market - to determine the number of similar sites already exist on the Web. If competition is strong, maybe we should choose a different industry. It's always better to invest in unique projects - such that no one had yet invented (at least in the Polish network.) An interesting, unique content anywhere else - with a strong thematic scope - it is very often the key to commercial success. In this way the service immediately comes to the fore.
Find their place Before deciding to launch a Web site should reflect on several issues. The key issues are, of course, address and appropriate hosting package. Professional services, after all, we can not put on a free account. You have to register a domain name - best. Com or. Com.pl if you intend to act on the Polish market of customers. Such a pleasure to free up to 100 dollars per year, unless it happens we will get a promotion, which usually applies to the first year of use of domains. The second major expense is the virtual server. A basic option (1 GB of space on your account, the annual 300 GB of traffic) have to pay about 300 gold. For another, the sum will have to fork out of our pockets, will consist of the costs of the execution site. With more complex projects, they may even reach several thousand. Fortunately, the Web is a lot of solutions that allow novice webmasters to create a nice looking site for free. If you plan on setting up a blog, for example, can use the package WordPress (http://wordpress.org). It allows you to choose from hundreds of layouts (http://themes.wordpress.net), and then modify it (just a basic knowledge of PHP). In other cases, we look at these sites, such as whether http://freewebsitetemplates.com http://freetemplatedesigns.com. WordPress, except that it looks good, pretty well in the role of content management system (CMS). It allows you to add articles, creating divisions, navigation systems and other common elements of Web pages, though of course the best job of handling blog pages. People that build classic sites can benefit from other CMS such as Joomla, Drupal or Mambo. Webhosting.pl Display the publication of a new article to WordPress.
Utility Designing the website - whether on the basis of already available solutions, or "from scratch" - should be considered so. Web site usability. Under this concept is a set of techniques, which makes set up web sites meet the objectives assigned to them by users. A useful website is one that is simple, transparent menus, quick to load, the fonts are large and legible and that your site looks good in any browser, at any resolution and any operating system. Webhosting.pl An example of an extremely useful, though ascetic site - Jakob Nielsen UseIt.com. Analyzing service in terms of usefulness, must take into consideration the same elements as in the case of the development concept of the project, namely: how the party is to meet the objective, who are the users and which features will be most useful. General rule is not to create sites that "heavy" graphically, based solely on JavaScript or Flash. Better use of advanced programming techniques as a complement to, writing most of the code in HTML or PHP. In most cases, users do not like because the fireworks. By accessing the site, looking for information and expect to be able to quickly and efficiently find.
Editorial When you run a service should bear in mind certain principles relating to its drafting. The first and most important of them says: "Update your site regularly." There is nothing worse than a party that for several weeks does not offer Internet users new content - regardless of whether the articles or products in the store. Continually adding content to base the development of each project. The second important element is to track the competition and prying its innovative solutions. We should not delude up - the internet is not "the wisest". Copy bright ideas - as long as does not involve any violations of the law - fueling competition and makes life easier for users. In the construction given the highest priority content titles are attractive - especially if there is a news segment or vertical portals blog. Many people use RSS readers, not seeing them as anything other than a header. It must therefore encourage them to click and read the full article. This, in turn, should be primarily a clearly structured - it is worth remembering here śródtytułach, broken into paragraphs, wytłuszczaniu major fragments (up to a few words at a time) or the avoidance of italics (which is not very clear). It should also be noted on the form links on the site. Instead of "www.strona.pl/?p=123" better use "www.strona.pl / tytuł_artykułu." He does a better impression on users and helps job search engine crawlers. Webhosting.pl Service based on WordPress platform - with the right format links (admagazine.pl). On the Internet, in addition to the XXI century "classical" content is not less important become the media. Particularly important is the use of audiovisual content by certain groups - such as bloggers. Of course, posting audio or video, be sure to respect copyrights.
Stage Two: free promotion
Getting Started Prepared in accordance with the aforementioned standards, you can start to promote service on the web without the risk that customers are discouraged to him after the first visit, for example, will be overloaded or a little friendly. The first stage of promotion is free advertising. Ways it is not surprising. In the case of blogs is a good idea to exchange links with web logs of similar activity. Of course, too many authors will not want to promote competition at home, but usually around 30-50% of them will respond positively. Thanks to this new project will have a much easier start. The second method is to add the site to the popular web directories, such as directory or open Onet Dmoz directory. The third way is the most time-consuming - is to patiently build interesting content, and waiting until the other sites start to link to it. Growth "link popularity" will translate into higher rankings in search engine rankings, thus facilitating the potential users of its discovery. Webhosting.pl Computer magazines in the Google directory.
Positioning The popularity of the site will also increase the SEO (Search Engine Optimization - SEO). Under this concept is a set of techniques that are used to increase the deposit site in the results served up by search engines for particular phrases. Searching the Internet for Google robots and other page content appears on this count as well as for users. The better side is done, the better mechanisms to identify its contents and that it will be precisely described in the index. In this context, the positioning very strongly associated with the utility. The proper titles, keywords, tags, "alt" or links - is essential. SEO worth thinking about at the very beginning of the development site. After reading guides available on the Web site, you can fine-tune itself so that it was as high in Google. Next to the editorial content on positioning, but also uses techniques which help to "artificially" improve the performance of sites, mostly creating a sufficiently large number of links and thus stimulating the "link popularity". Such solutions, however, require appropriate facilities and expertise, hence the constant positioning of a better cause to specialists. This, unfortunately, costs money, so the game comes mainly in the case of larger parties.
Step Three: Advertising Pay
Media Types The most common carrier of online advertising is a "banner" - a rectangular image with a width of several hundred (minimum 300) and a height of several pixels. It is usually made in Flash, which allows you to view the animation. Banner is one of many so-called graphic forms of advertising. Other popular is "skyscraper" (tall, but narrow, usually placed at the right or left side of site), "button" (small, rectangular or square, such as 120x60, 90x90 pixels) or "pop-up" (pop-up window service, "flying" over it and often blocking access). Webhosting.pl Typical banner Onet.pl. Image ads are the most popular media marketing communications on the Web. Their biggest advantage is that they are relatively easily visible - through a large number of colors, animation, and sometimes even sound. These eye-catching effects assumption, however, are the biggest drawback at the same time, it causes a heavy burden for the browser, slowing down her work. As a result, advertising will lengthen the charging sites, and sometimes prevent the normal use of them - for example, obscures the essential elements such as menu navigation. Because of the above has developed so many visitors. "Banner blindness" - have learned to ignore anything that even slightly resembles the banners and the like. Others have found ad-blocking scripts, available for example in the form of plug-in for Firefox. Some browsers - such as Maxthon - even offered features such as integrated. The reluctance of users to elaborate banners is one of the reasons for the popularity of text boxes. These ads are much "lighter" - are not borne of system resources and slow down so loading sites. On the other hand, of course, harder to see. Proponents of this solution, however, argue that this is not a problem because, thanks to an economical form of lower the number of random (and therefore as worthless) clicks. The largest system of text boxes to Google AdWords (for advertisers) / AdSense (publishers).
Personalized ads Regardless of the model that you are using, you should take the time to match ads to a graphic page. The first issue is the color - there are three schools here. The first speaks of the melting - the forms are to have a similar color to the background in a place where they appear. The second method is the fulfillment - the use of colors that are already being used on the site, but in another's place (not where it is advertising). The third option is the contrast - here is the color box is completely different from the parent (eg used on pages with dark background). Advantages and disadvantages of graphic and textual forms of advertising Forms Forms Graphic Text - Easily visible - less noticeable - Ability to add animation and sound - that lack of opportunity - Charged to the browser and the link - no noticeable effect on the speed of surfing - A large number of random inputs - a smaller number of random inputs - A small possibility of matching colors and fonts - flexible, easy to fit them to your site - Standardized dimensions - modular construction - Up to 3 pieces per subpage - can display a large number of boxes simultaneously Another important element of the ad slots matching content to our site is the font. Here are the general principles used in the Internet: first - as little as italic, and secondly - as many sans serif fonts (like Arial, Tahoma or Verdana). Generally, text boxes offer far more opportunities to modify the color and cut. Banners are supplied by the advertiser is often the form of SWF files and ready - willing or not - we must view them in a predefined form. In addition to aesthetic considerations, we should consider the placement of advertising. The most obvious location is the headline, but it's not the only option. You may also consider at least the "skyscraper" at the edge of the screen (if the menu is on the left, the animation should hit the right). An alternative idea is to place ads within the articles, such as between paragraphs. Similarly, in online forums and blogs - where best to paste the banners between entries, so you can not skip them entirely. The worst location is the down side, of course. Webhosting.pl Ad slot inside the article Onet.pl.
Posting in the practice of advertising content By adding ad slots to the site, you can not overdo it with the number, because readers can easily discourage such behavior to re-visit the site. Within a single sub (for example, the article) should be a maximum of three transfers (in the header banner, button within the text and the "skyscraper" - or a set number of text links - on the right). There should also go to extremes in matters of quality. If your site serves a larger number of "heavy" ads, better to drop the most annoying, as the big pop-ups and animations with sound. Depending on the type of hand, we can apply various forms of unconventional marketing. For example, blogs are suitable for publishing sponsored articles, provided of course that clearly distinguish them from other content. The authority of the creators of web logs makes this kind of entries have a large impact. Larger parties can decide to organize by advertisers, contests, surveys (in order to conduct market research) and sponsored mailings and add layouts (related to the promoted brand "skins", completely changing the appearance of the service).
Sales in the service area There are two basic methods to attract advertisers. First, relatively rare, it is independent signing contracts with companies that want to promote. However, it is very difficult. Most potential customers do not like to negotiate with each side separately. Their banners are displayed in hundreds or thousands of sites and simply lack the time to oversee all contractors. Direct sales usually only goes on very large projects, such as portals, or communities. Other players, wanting to be noticed, must accede to the so-called ad network. It is an entity specializing in mediation between the owners of sites and companies that want to promote on the web. On behalf of the latter is negotiating with sites, statistics maintained by the campaign (it is necessary for this specialized knowledge) and pays webmasters to pay. Of course, it is reduced by the commission, but often only through ad networks becomes possible to realize any revenue from a small or medium site.
Polish Web Advertising Most popular is a native intermediaries Ad.net, ARBOnetwork and IDMnet (for details see box). They all belong to the so-called traditional networks - the longest active on the Polish market, having a relatively higher bid for advertising and coverage. The mechanism of action of such networks is very simple. The first step is the signing of an agreement between the agent and the site - usually it is concluded exclusively. Webhosting.pl Sample forms of advertising the offer ARBOnetwork. If a party qualifies for the campaign, its owner will receive a code to paste into the source of your site. The code will refer to the ad server agent and received a certain content. This may be an animated banner or a message to be distributed to users. In the case of text boxes code is often more complex and allows for modifications of matching ads to the color appearance of the site. Once circulated, or placed on your marketing communications is to wait for a response to Internet users. At the end of each billing cycle (usually one month) the owner of the payment is made - less the agency commission from each click. Sometimes the closing cycle, it is necessary to achieve a certain minimum threshold of funds in your account (eg, 300 gold). This is to reduce network operating costs - especially those focusing on small sites. Classic advertising networks
* Ad.net - was founded in 2000 as the first Internet advertising network in Poland. Currently, the market leader, bringing together 430 sites - 90% of interactive campaigns carried out in the country issued in sites belonging to this network. Its range is up to 12.3 million unique users (data gemiusAudience, December 2007).
* ARBOnetwork - part of an international group of ARBOmedia AG, founded in Munich in 1987. Currently, the company has offices in seven European countries. Polish branch was established in November 2000, initially as AdMaster Network. The network brings together around 500 sites, and realized during 2007 almost 1100 campaign. Its range is 11.8 million unique visitors (according to gemiusAudience, December 2007). Main customers: LOT, Polkomtel, Skoda, Renault, Sprite, Canon, Colgate, Nokia, Interia.pl and home.pl.
* IDMnet - IDMnet back to the beginnings of 1997, when the Internet Advertising Bureau was established at Super Media, and Internet Media House. In 1999 appeared the first serious clients - Empik, HP or dialogue. Two years later the IDMnet separate company, which began building the network. Currently, its coverage is 12 million unique visitors (according to gemiusAudience, December 2007).
Clients are offered a number of ranges. Widest is RON (run on network "). Ads appear on all sites belonging to the network - regardless of their substantive content. The thinner the package is called the ROC ("run it category"). Banners are visible only when the sites belonging to specific categories (eg sport and photography.) ROS is the most limited ("run on site"). Here ad is displayed on a single, selected Web sites. Of course, the above-mentioned scope of activities may affect not only the banners, but also even of mailings. Characteristics of different types of ad networks Classic Network Thematic Networks Affiliate Networks - Run the longest on the market - the youngest in the market - designed for the smallest sites - They have many prestigious clients - specializing in content-related websites - is necessary to run the program - Limited offer ranges - precisely targetują advertising - paid for service multipart - Relatively high barriers to entry - are less extensive than the traditional networks - have a shorter range than conventional networks
Other types of ad networks - Thematic Networks Competition for traditional brokers is growing rapidly. The first group of new players is the so-called thematic networks (among them BizOn media, and BusinessClick Cormedia - details: see box). Their authors proceed from the assumption that the key to success in online advertising is very carefully selecting the target group marketing communications (targeting). Such reasoning is a result of changes in the attitudes of Internet users. People using the Web more often ignore banners, using various types of scripts that block. The aim of the thematic network members' interest is genuine ad, which is to increase their effectiveness. Webhosting.pl Emission models offered by BizOn media. Popularity of this type of intermediaries foster networking trends - in recent times is the most successful themed site, with a consistent group of customers with similar profiles and interests. General portals and other services for "all" go in the same direction - willy-nilly, they decide to specialize. This can be seen well in the virtual community - new projects for mothers with children, leisure travelers London Underground and former conscript soldiers. Thematic Network Advertising
* BizOn media - launched in September 2006 as a project of classical ARBOnetwork network. BizOn focuses on reaching the target group "business." The offer can be found mainly virtual media (more than 50 sites), as well as ambient and newspapers printed. The range is 4 million unique users per month (according to gemiusAudience, December 2007).
* Cormedia - operating since December 2007, the company owned by Iwo Gałecki and Charles Smith, former employees IDMnetu. The first project is a thematic network Cormedia Construction online, focuses on this rapidly growing industry. Currently in its bid is more than 20 web sites (including budujemydom.pl, dom.pl and meble.pl). Online Construction Network coverage is 1.2 million unique users (data gemiusAudience, December 2007).
* BusinessClick - a project started in November 2007. The main investor was a financial portal Money.pl, indirectly, the money laid out the Handelsblatt, the German media group - the most important shareholder Money.pl. BusinessClick focuses on cooperation with business sites, financial and law, such as Money.pl, E-prawnik.pl, Podatki.pl and Modern Firm (Nf.pl). Advertisers are well-known companies from the financial industry and luxury goods.
"The thematic networks are more knowledgeable about their audience, they know how to reach it, and have signed agreements with the main sites for this population. It is a step forward in improving the efficiency of the emission profile of advertising on the Internet "- says Charles Smith, director of strategic Cormedia. The portfolio includes not only the parties intended for professionals, but also those read by amateurs. "We know that each market is a few segments. We have cameras for a few hundred dollars and such for more than ten thousand. Thematic Network is trying to cover them all with its range, all the while manipulating the one industry - explains Smith. The disadvantage of the thematic networks are less extensive in comparison to their conventional counterparts. These companies are less and less rooted in the market. On the other hand, such experts easier to reach your audience and better with special projects from the border, and guerilla viral marketing. They can much more "to enter into" the specifics of their work.
Affiliate Network Another close competitor to the traditional middlemen are the affiliate networks (Commission Junction, Zanox, Afilo - details: see box). They are intended primarily for small and medium-sized parties - those that have trouble paying attention to each other-oriented companies by larger players. For cooperation to be possible, you'll need to decide to start affiliate program. Then communicates with your network on the "issue" it as part of its bid. Webhosting.pl Examples of affiliate programs to offer Afilo.
Schematics of the affiliate network - the relationship between the Network, Advertiser and affiliate. Interested in the website owner (affiliate) must sign a contract with the network, and then declare, in which the program wants to participate. What matters in this case the quantity and quality. The idea is to select those proposals that best fit the profile of the service (eg if the page relates to sports, advertising will be a sport). Individual clients offer different levels of fees for participation in their programs. Better yet, do not choose this campaign, which has the highest rate, but this is best suited to themed parties. Affiliate Network
* Afilo - the network was established in 2007 as part of a group ZPR SA. Development of the company deals with Paul Sypczuk - previously worked at the publishing house Edipresse ("Viva!", "Section"). Example of an advertiser is Gold Finance, AXA, KFC, Winiary, Expander, Puls and World Book.
* Commission Junction - the company was founded in 1999 in Sweden by Felix Hagnę and Martin Lorentzon. In the year 2007 was to be acquired by an American corporation AOL. The deal fell through. TradeDoubler is present in 18 countries in Europe. Key customers include Apple, Toshiba, eBay and HP.
* Zanox - founded in 2000 in Germany by Thomas Hessler, Heiko Rauch and Jens Hewalda. It currently has branches in most European Union countries (including Poland). It also operates in the U.S. and China. Since 2007, the group is owned by Axel Springer. Zanoksem cooperates with publishers about a million - through networks such as Affiliate Curry, clixGalore, in Poland and ARBOnetwork Ad.net. The biggest advertisers are Deutsche Telekom, Vodafone, Orange, Amazon or Citibank. Web site affiliated to generate 500 million page views per day (own data - Zanox).
Their role is reduced to oversee the campaign, publish their statistics and the payment of remuneration. The latter is calculated in several ways:
* You pay for each click on the banner and go to the indicated page
* You pay each banner views (very rarely used)
* You pay for an operation carried out by the user to visit a Web page (such as leaving personal data)
* You pay for purchases made by internet users via the content
* Afiliantowi advertiser pays a commission on profits earned by different partners, of which this affiliate has acquired (rarely used)
* Afiliantowi commission you pay for each month of cooperation with the customer, of which this affiliate has acquired (post-paid system - rarely used).
Many programs combine the various models and the salary is made up of several parts.
Google and text boxes Most of the above, the network focuses on graphical forms of advertising. Otherwise, Google AdWords / AdSense - here is dominated by text boxes. The first service enables small sites with a limited budget to promote the Google search engine and Web pages in Google. The only thing that is needed is an account in the system (for example, can be set up, creating a Gmail inbox) and credit card (for payment). On the home page simply click on your ad, and then give the title slot and fill two lines used to provide additional information. On the Edit Settings fixed monthly advertising budget - after you run out of display of our ads will stop running. Additionally, you can specify the maximum cost per click, which will allow us to reject in advance the most expensive keywords, for example, costing a few pounds. Create an ad links below, and edit the settings on the main page AdWords account, there is a list of keywords under which the box will be displayed. Hits that took place outside the search engine - in the Google network - are counted collectively. In the next panel, we find the total cost of clicks for a given period. The AdSense program acts as if "the other side." It makes it possible to join sites that display Google's text boxes. Search automatically indexes the content and on this basis, selects ads for content that matches your website's profile. Its owner can paste at home either alone boxes, or add Google search on the bar and make the results list. You'll receive the money when people click or view ads on the site. The commission is paid either from a single click, or a lump sum per 1000 impressions. By using Electronic Funds Transfer money are reported monthly to the owner site. For more information about advertising on Google, see the article on our website.
Summary - what else can we do Even with the above promotional methods may take a long time before the site becomes a major source of income for its owner. Ways to speed up this process, there are several. If the subject site allows it, you can display ads in addition to job postings, however, obtained in this way, are still not satisfactory. The second interesting idea is to market the gadget. If the site is known ("cult") brand, but still relatively not much to readers, it is worth selling mugs, pens, shirts and other accessories with the logo and slogan service. On the Web can find many companies offering to perform any prints on everyday objects. Later, the finished product we can sell up to 100% margin. Much more effective, though difficult in the implementation process is to attract investors - such as a seed fund or Web portal. It's serious players - are interested in only the most interesting, unique projects. Have much to invest in the promotion and within 3-6 months several times to increase the number of readers. On the other hand usually acquire shares in the project, implement its own vision and change the layout. The owner receives a job as the main publisher and editor in chief. He earns good, but has limited impact on the project - is no longer independent. Even better, but the hardest way is sponsoring. Service is a partner - usually the market Tuz. Not necessarily release - very often it is a private company operating in the industry, which describes the site seeking funding. In exchange for a few banners or sponsored articles, such an "investor" assumes the entire project budget (remuneration for authors, hosting, etc.). Do not interfere in the editorial line, expects only a further objective information on the industry. Achieving commercial success of a website is difficult. Even taking into account all the principles of usability and editing service and investing in SEO not guarantee a quick profit. Maximum use should be professional potential partners (for example, ad networks) and still pay attention to the expectations of users - listen to their views, adding new features. Patience, ingenuity and quick response to market trends but the most persistent will taste the fruit of success.
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