The deceptive effectiveness of advertising channels
Posted: Sun Feb 02, 2025 5:41 am
There is an opinion that advertising is always some kind of deception.
Indeed, sometimes you can encounter unreliable data from TV channels that place advertisements, in terms of coverage figures. Such information should be double-checked by contacting independent agencies. The latter, by the way, can also use an unverified calculation method, which ultimately leads to a large error.
Printed publications sometimes lie about the number of copies they publish: they take an order for 20,000 copies, but only publish 15,000. Then you can guess how many of this number will go on sale and end up in the hands of potential customers.
How to achieve multiple growth in traffic hotmail email list and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153442
Websites inflate their traffic statistics.
Bloggers are also known to be dishonest: they often inflate the number of subscribers, likes, and artificially inflate the number of views of their publications. There is information that the top bloggers can inflate up to 40% of their account numbers.
Referrals are guilty of creating virus programs, with the help of which their codes are assigned to ordinary clients. For example, a situation arose when a virus transferred some of the clients of Tinkoff Bank to one unscrupulous partner. The clients applied for cards on their own initiative after watching TV ads, outdoor advertising, and the commission for them was received by the same partner, who had no relation to them.
CPA networks pay to create the appearance of vigorous activity. Companies create bots that click on competitors' advertising budgets to simply drain their money allocated for contextual advertising.
In order to get one interested client, you need to make about a thousand impressions of the advertising message. And if you want to make a sale of the product, then the advertising banner needs to be shown at least 100,000 times.
Evaluation of advertising channel effectiveness
For every advertiser, the effectiveness of the advertising channels used is an important indicator.
To calculate this indicator, you need to calculate the following values: expenses for each advertising channel, the amount of profit received directly during the campaign, as well as after it, calculate ROI (Return On Investment). It is determined by the formula:
ROI = (income – cost) / investment amount * 100%
With the help of the Roistat service (an end-to-end analytics system), you can find out the return on investment ratio that you have invested in advertising. If your investment, say, was 20,000 rubles, and the return is 40,000, then this is a very good result. With 20,000 invested and 20,000 rubles returned, your earnings will be zero, as well as the ROI percentage. But in this case, you are not working at a loss, which is also important.
You should understand that by increasing the effectiveness of each advertising channel, you will receive a higher ROI. The higher the ROI, the higher the return on your investment.
Let's sum it up. Those advertising channels that have an ROI that exceeds advertising costs will be the most effective for you. To have a good profit, you must first of all thoroughly study your target audience and be able to quickly respond to changes in its needs, maintain high quality advertising and, of course, monitor the performance indicators of each channel.
Indeed, sometimes you can encounter unreliable data from TV channels that place advertisements, in terms of coverage figures. Such information should be double-checked by contacting independent agencies. The latter, by the way, can also use an unverified calculation method, which ultimately leads to a large error.
Printed publications sometimes lie about the number of copies they publish: they take an order for 20,000 copies, but only publish 15,000. Then you can guess how many of this number will go on sale and end up in the hands of potential customers.
How to achieve multiple growth in traffic hotmail email list and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
Read more posts on my personal blog:
I have always been concerned about the issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.
And I know that such leaps are always the result of painstaking work in five areas:
Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.
To get this growth, download our step-by-step template for increasing sales from the site:
Download template
Already downloaded
153442
Websites inflate their traffic statistics.
Bloggers are also known to be dishonest: they often inflate the number of subscribers, likes, and artificially inflate the number of views of their publications. There is information that the top bloggers can inflate up to 40% of their account numbers.
Referrals are guilty of creating virus programs, with the help of which their codes are assigned to ordinary clients. For example, a situation arose when a virus transferred some of the clients of Tinkoff Bank to one unscrupulous partner. The clients applied for cards on their own initiative after watching TV ads, outdoor advertising, and the commission for them was received by the same partner, who had no relation to them.
CPA networks pay to create the appearance of vigorous activity. Companies create bots that click on competitors' advertising budgets to simply drain their money allocated for contextual advertising.
In order to get one interested client, you need to make about a thousand impressions of the advertising message. And if you want to make a sale of the product, then the advertising banner needs to be shown at least 100,000 times.
Evaluation of advertising channel effectiveness
For every advertiser, the effectiveness of the advertising channels used is an important indicator.
To calculate this indicator, you need to calculate the following values: expenses for each advertising channel, the amount of profit received directly during the campaign, as well as after it, calculate ROI (Return On Investment). It is determined by the formula:
ROI = (income – cost) / investment amount * 100%
With the help of the Roistat service (an end-to-end analytics system), you can find out the return on investment ratio that you have invested in advertising. If your investment, say, was 20,000 rubles, and the return is 40,000, then this is a very good result. With 20,000 invested and 20,000 rubles returned, your earnings will be zero, as well as the ROI percentage. But in this case, you are not working at a loss, which is also important.
You should understand that by increasing the effectiveness of each advertising channel, you will receive a higher ROI. The higher the ROI, the higher the return on your investment.
Let's sum it up. Those advertising channels that have an ROI that exceeds advertising costs will be the most effective for you. To have a good profit, you must first of all thoroughly study your target audience and be able to quickly respond to changes in its needs, maintain high quality advertising and, of course, monitor the performance indicators of each channel.