Research On Internet Advertising Communication Optimization Effectiveness Evaluation

Internet advertising effect evaluation, not only can make objective evaluation to the advertising enterprises, and advertising campaigns in the future of the enterprise, can provide effective guidance, to improve the efficiency of the enterprise’s advertising, has the very vital significance. Compared to traditional network advertising CPM advertisers need to pay for all the user’s impression, directional network AD optimization based on cookie delivery need only advertisers pay for accurate directional impression of the user, let advertisers advertising play a maximum value, realize the most cost-effective delivery form. However, at present in view of the two methods to study the advertising effect evaluation and no one. This article first to network advertising effect evaluation as the research object, from the perspective of transmission output, through combing the domestic and foreign relevant theory and literature, summed up the current network advertising forms, characteristics and effect; Secondly analyzed the current domestic orientation based on Cookie network ads optimization skills; Then analyzed the pros and cons of the current network advertising effect evaluation indexes, including the cost of every one thousand people impression, cost per click, each response costs and the cost of buying four evaluation index; Based on the preliminary selection of the network advertising effectiveness evaluation index system, from the psychological change patterns of consumers browse ads, build the index system of comprehensive evaluation of online advertising, and on this basis by expert consultation method is proposed to determine the network AD evaluation model of each index weight. The final mechanical workers, for example, compared to traditional network advertising and directed network advertising skills, analysis the differences of two advertisement effect under the network advertising, authentication based on cookies technology orientation optimization on the advantage of Internet advertisements.