Case analysis of programmatic creative delivery of information flow advertising!

This is the best era. With the support of AI, information flow advertising is transitioning towards intelligent delivery. It is also a challenging era, but the three elements of information flow advertising remain unchanged

Orientation + AI = automatic orientation

Bid + AI = OCPX

Creativity+AI=? ? ?

When targeting and bidding are managed intelligently, the competition between advertisers in terms of creative quantity and quality begins. Therefore, Baidu integrates AI algorithms into creative production tools, providing advertisers with a groundbreaking creative product of "creativity + AI" - programmatic creativity.

This article will share with you a case study of programmatic creative application. The number of advertiser forms increased by 2 times and the cost of leads was reduced by half! Let’s take a look at the delivery process.

1. Background

Industry: Clothing franchise industry

Background: As we all know, there are three major pain points in information flow advertising in the clothing franchise industry: complexity, breadth, and intensity.

Miscellaneous - Clothing, shoes and hats industry includes: children's clothing franchise, women's clothing franchise, underwear franchise and other industries.

Wide - A wide range of people are willing to join: With the upgrading of consumption capacity, there are more and more entrepreneurs with strong creative intentions.

Fierce - In order to seize more market share, competition in the clothing franchise industry is becoming increasingly fierce.

Customer promotion business: underwear franchise

Customer product advantages: one of the top ten underwear brands in the country, sell goods first and settle payment later, 100% exchange of goods.

Budget: 2,000 yuan/day. We are in an upstream position in the industry competition. Currently, the costs are high and the number of forms is insufficient, so we use a budget of 2,000 yuan to increase the volume.

Promotion area: nationwide. As one of the top ten underwear brands in the country, the client hopes to expand the market nationwide.

Expected conversion cost: The cost of acquiring leads is controlled below 100 yuan. The current cost is around 200 yuan. The cost remains high, and there is an urgent need to reduce costs and increase the number of forms.

2. Delivery Strategy

Based on the current situation faced by the above customers and considering the difficulties in the clothing franchise industry, how can we help customers reduce costs and increase sales by cleverly leveraging products? Through two magic tools: programmatic creativity + oCPC golden combination model.

Let’s first look at the two major advantages of programmatic creativity . Programmatic creativity can match the most suitable creativity, focus on showing different creativity to different groups of people, match the most attractive copy, and assist in more accurate targeting of target groups to improve conversion effects and reduce conversion costs.

To put it simply: ① Find people more accurately - reduce costs ② Cover wider - increase sales. It can help customers solve four major pain points: high operating costs, difficulty in increasing sales, rapid effect decay, and high verification costs.

Let’s take a look at the advantages of the oCPC model : oCPC can help customers solve problems such as unstable results, high conversion costs, and small conversion numbers. You can select the delivery samples that meet the cost target and replicate them for expansion.

To put it simply: data accumulation + intelligent expansion.

Based on the above understanding of the customer, the optimizer's next operation is as follows:

1. Audience analysis: In underwear franchise business, the gender ratio is mostly female. The age group is concentrated between 18 and 44 years old, with 25 to 34 years old being the key group.

Interests: job hunting and entrepreneurship, mother and baby care, personal care and beauty, which are more in line with the characteristics of the target audience.

After understanding the target audience, target the precise group of people for coverage.

2. Targeted analysis : intent words

① Business words: Common words in the industry. These words have large traffic, fierce competition and high bids.

Underwear franchise, brand underwear franchise, underwear store franchise, underwear store franchise, etc. all belong to this category.

② Conversion words: words with high intention. The traffic of these words is narrow, so they can be used to supplement the volume and reduce costs.

This category includes how much it costs to join an underwear franchise, the underwear franchise fees, how much it costs to join an underwear store, how much it costs to be an underwear agent, etc.

③ Expand quantity words: increase conversions. This type of words has very large traffic and low bids.

Projects suitable for women to start their own businesses, good entrepreneurial projects, and ways to make money, etc. belong to this category.

After the orientation is completed, use the magical tool of golden combination.

3. Golden combination: programmatic creativity + OCPC

When submitting programmatic creatives, the following four elements must be met, none of which can be missing.

① Include as many elements as possible : The richness of creative elements is crucial. All elements of a set of programmatic creativity (titles, styles, pictures) must be included as much as possible to ensure the richness of the material.

② The material must be attractive : The quality of the creative elements themselves is very important to creativity, and the title/picture itself needs to be attractive to a certain extent.

③Business points must be unified : the programmatic creative materials placed under the same unit must conform to one business point, and materials for multiple business points require the establishment of multiple units.

④ The cycle must be stable : Programmatic creativity requires data accumulation to stabilize the effect (unit consumption 1,000 yuan+) and continuous delivery must be guaranteed to achieve the expected effect.

Afterwards, the creative elements are automatically multiplied to generate multiple possible combinations in batches to improve efficiency. The system preferentially explores the best combination of creative elements, delivers them accurately, and improves the effect.

Finally, let’s look at the delivery results: after optimization, the number of forms is twice as much as before, and the cost is reduced by half.

3. Optimization Summary

1. Targeting: Divide the population into different audiences: Potential audience: traffic words (low bid) Target audience: business words + conversion words (high bid).

2. Programmatic creative: Give priority to images and titles with good historical delivery results; if the new programmatic creative does not perform well, replace the image or title to create a new creative. The landing page materials are matched with creative pictures.

3. oCPC: The preferred mode is oCPC second-level + programmatic creativity, which can replicate the previous plans with good performance.

The above is a sharing of this case for reference.

Author: Baidu Industry Exchange

Source: Baidu Industry Exchange