如果有錢的話門戶廣告確實值得投，在門戶上可以獲得很好的品牌價值。第一眼看到你的廣告是在新浪首頁還是在一個小論壇上，對你的認可度和新任度是大大不一樣的。所以VANCL從一開始投放，我們的戰(zhàn)略就是選擇大門戶，大位置，用突出產(chǎn)品品質(zhì)的創(chuàng)意配合降低門檻的68元一件襯衣做促銷。結(jié)果確實取得了非常好的效果。當潛在用戶看到這個廣告之后，首先68元一件看起來精美的襯衫（廣告表現(xiàn)）是完全可以接受的，其次，門戶廣告賦予了用戶對其的信任感，所以很多人就買了。

If money really worth it to vote portal advertising, the portal can get a good brand value. First saw your ad in Sina home or in a small forum for your recognition and the new degree is much different. So VANCL running from the start, our strategy is to select a large door, a large place, with outstanding product quality and creativity with the lower threshold of 68 per shirt to do promotions. The results really achieved very good results. When potential users see the ad, the first of 68 yuan a look exquisite shirt (advertising performance) is perfectly acceptable, and secondly, the portal gives users of its advertising sense of trust, so many people bought it.

門戶廣告可以帶來最多的潛在消費者，讓網(wǎng)站最快成長不管你是做什么產(chǎn)品，你不確定你的潛在用戶是否會在某一個小媒體，但你的潛在用戶一定會在新浪（網(wǎng)易，搜狐）的首頁。而且任何一家小媒體的流量都無法跟這些門戶相比。VANCL在投放門戶之前每天是300多單，剛投放網(wǎng)易的第一個月，訂單就增加到了1500多單。

Portal advertising can bring the most potential customers, so the fastest growing web site no matter what products you are, you're not sure whether your potential customers at a small press, but your potential customers will certainly Sina (Netease, Sohu) home page. And any flow of a small media can not be compared with these portals. VANCL day before the portal is running more than 300 single, just put in NetEase's first month, increased to more than 1,500 orders for the single.

 第一、門戶廣告的投放不一定是燒錢的行為

     很多朋友覺得門戶廣告一定是大投放，基本是燒錢稍作。但是我們所操作的案例很有多是不燒錢的，廣告即時帶來的銷售額跟廣告費達到1：1，這可先幫助公司在現(xiàn)金流上沒有壓力，其次看了廣告后來去消費，或者二次消費以及推薦朋友去消費的就成為了網(wǎng)站的利潤了。VANCL這種百元客單價，廣告投入大的網(wǎng)站達到了，而前幾天剛執(zhí)行完的客單價在1，2千，廣告投入只有幾十萬（半個月）的網(wǎng)站，也達到了這樣的結(jié)果。

First, the gateway to your ads is not necessarily the behavior of burn
     Many of my friends think that advertising must be large portal run, essentially burn slightly. But we are operating very much the case is not burn, the ad will generate sales with advertising to 1:1, which can help our company there is no pressure in the cash flow, followed by later to read the advertising spending or secondary consumption and recommend friends to consumption has become the site of the profits. VANCL hundred off this unit, ad spending reached a large site, which had just carried out a few days ago the passenger unit in 1,2 1000, ad spending only a few hundred thousand (half) of the site, also reached this results.

     這里得益與媒體選擇，采購方式，與創(chuàng)意的配合。

     例如：VANCL這樣的產(chǎn)品在創(chuàng)意上一定要突出產(chǎn)品，所以媒體形式主要選擇圖片為主，而一些分期付款，大規(guī)模讓利促銷之類的概念性產(chǎn)品，就應(yīng)該主要選擇文字鏈了，好的文字鏈創(chuàng)意在新浪首頁一天甚至可以帶來5W點擊，點擊成本和點擊質(zhì)量都要比小媒體好了。

             另外采購方式來說，跟媒體方面，例如網(wǎng)易除了可以買斷資源也可以采取按點擊來購買的方式。如果買斷資源，在創(chuàng)意上就要突出各種點擊元素，力求帶來更多流量。如果按點擊來購買，就要弱化點擊元素，以帶來高效點擊為目標。

     總體來說，在門戶廣告的投放只要操作的好，對于市場費用不是太低的公司都是可以考慮的。

Benefit and media choice here, purchasing, and creative with.
     For example: VANCL such products must be prominent on the creative product, so the main choice of picture-based media formats, and some hire, large-scale conceptual like none other promotional products, it should be the main choice of text links, and good chain of ideas in the text or even one day bring home Sina 5W click, click cost and quality are better than small media, click OK.
             Another procurement method is with the media, for example, can be bought in addition to resources NetEase can take per-click way to buy. If the buyout of resources on the creative elements necessary to highlight the variety of hits, and strive to bring more traffic. If the per-click to buy, we should weaken the click element, to generate high click target.
     Overall, the portal ad delivery as long as the operation is good, not too low for the market cost of the companies can be considered.

第二、門戶廣告確實有風險，投放需謹慎

     剛才講了門戶廣告的優(yōu)勢，但是門戶的風險在于廣告單價高。如果自身的準備工作不足，一天的廣告費可能幾萬——10幾萬就沒了，但是可能對訂單促進幫助不大。例如我們操作過的一個客戶，開始我們本來要求他先優(yōu)化網(wǎng)站，但是對方想先測試投放。結(jié)果通過廣告帶來每天幾萬的流量，但是訂單就幾十個。跟VANCL的轉(zhuǎn)化率相差至少10倍。像這樣的轉(zhuǎn)化率投門戶肯定是要賠了。

     其實不管是怎樣的廣告投放，投放前都是要先做好自身的工作，網(wǎng)站用戶體驗，促銷活動，商品吸引點等等。不然雖然是小投入也會讓運營者失去市場投入的信心。

Second, the portal ad does have risks, put in need to be cautious
     Have talked about the advantages of portal advertising, but the risk of portal advertising unit is high. If you own lack of preparation, the day may be tens of thousands of advertising - 10 tens of thousands gone, but the order may not help much to promote. For example, we operate off a customer, we would have asked him to start optimizing your site first, but the other side would like to test run. Results ads every day tens of thousands of traffic, but the order of dozens. VANCL difference with the conversion rate of at least 10 times. The conversion rate of investment like this is definitely a sum of the portal.
     In fact, no matter what the ads are put before all do their work first, the website user experience, promotions, merchandise and so on to attract points. Otherwise, is a small investment will let operators losing market into confidence.