Low cost, high exposure, advertising optimization model!

How to optimize the effectiveness of advertising, reduce costs and increase profits for yourself? The author of this article mainly introduces the optimization model for Facebook delivery, which can also be used as a reference for optimization on other delivery platforms.

The role of optimized delivery

Reduce costs! ! Increase profits! !

First of all, we need to understand the simplest formula, that is, profit = income - cost

So in order to increase profits, either increase revenue or reduce costs.

In game distribution, the costs mainly include game development costs, publicity and promotion costs, advertising costs, personnel costs, etc.

Optimizing the delivery effect means bringing in more users with less advertising costs. In theory, reducing advertising costs can increase profits; of course, the actual revenue of a game is affected by many factors (user quality, operational activities, life cycle, etc.), and it is possible that costs are reduced but profits do not increase. This article does not discuss this.

Delivery optimization model

1. What is optimization?

Optimization is to meet product needs and increase or decrease various data of the advertisements delivered, including but not limited to app installation volume, number of people covered, number of impressions, click-through rate, number of clicks, cost per conversion, etc.

In some cases, we need a large number of installations, so we need to increase the number of application installations.

In some cases, we need as much volume as possible within a certain budget, so we have to reduce the cost per conversion.

In some occasions, we need to cover more people, so we have to increase the number of people covered.

…

But more often than not, during the optimization process, all kinds of data must be taken into account. While increasing the number of installations, we must also pay attention to reducing the cost of single conversion and not spend too much budget, and so on.

2. Basic process of delivery optimization

①First, we observe which data is good and which data does not meet the standards based on the data that is run, and determine whether optimization is needed. In most cases, it is necessary.

②Determine which aspects to optimize based on the product situation. Sometimes it is data on a specific item, such as the number of conversions, conversion price, etc.; sometimes it is overall optimization.

③Then look for some points that can be optimized. The points that can be optimized are generally found from these three aspects: advertising materials, segmentation conditions, and budget.

④Optimization means adjusting the settings of the advertisement. You can make adjustments to the original advertisement or conduct an AB control experiment.

⑤ After a period of time, check the data before and after the adjustment (or the two control groups), and analyze which one has the best effect under different advertising creatives and different segmentation conditions.

⑥ Continue to run the one with the best effect and close the ads with poor results.

⑦If the effect is still not ideal, check whether there is room for optimization and repeat the above process.

⑧ Generally speaking, it is difficult for delivery data to remain ideal for a long time. It is possible that the data may be ideal at the beginning, but start to deteriorate after running for a period of time. So basically, during the period of continuous advertising, we must pay attention to the data every day and continuously optimize and adjust.

3. Optimize three aspects

First: Optimize your creatives

(1) Eliminate materials with poor effects

As long as the number of materials is not unique, there will be differences in effectiveness. By checking the data, we can eliminate materials with poor effects and increase the efforts to release materials with good effects. If the effects are both good, you can launch them together.

(2) Continue to add new materials

Continuous delivery also requires the constant production of new creative materials and the inclusion of the above process. Through a continuous cycle of elimination, we can find the most suitable advertising material for users.

(3) Optimize the content of the material

The material copy can also be optimized. The difference in material copywriting is not just the difference in content. The spacing, line breaks, and blank space between words will also bring different effects.

(4) Optimize the content (title) of the material

Each piece of material has a body and a title, which is equivalent to the name of the advertisement.

The title cannot be displayed in some positions, but the text will be displayed in any position. Therefore, the main text is required to display the essence of the advertising material, and it is also necessary to conduct continuous testing to find the advertising name that users like most.

(5) Optimize video length

In the Facebook backend, we can see the average viewing time of our ads. If the average viewing time of our video ads is only 5 seconds, we cannot produce 30-second video materials. It is best to make an advertisement of about 10 seconds, and the essence of the video should be shown in the first 5 seconds to achieve the best effect.

(6) Optimize the size of the material

Mobile ads are not suitable for horizontal and rectangular formats, but are suitable for vertical formats (basically 1:1, 4:5). This way, users don’t need to rotate the screen, the material can fill the entire phone screen, making it easier to browse.

Second: Optimize segmentation conditions

We need to analyze the detailed data under each advertisement. We can increase our efforts to invest in some conditions with high conversion and low conversion cost under some segmented conditions, and we will eliminate some conditions with low conversion and high conversion cost. If two or more conditions cannot determine which data is better, an AB control experiment can be conducted to establish different control groups. To determine the best segmentation condition.

(1) Overview of segmentation conditions

Facebook has the above segmentation conditions. After selection, the data under the corresponding segmentation conditions will be displayed to us. When we optimize the segmentation, each of the above tags needs to be analyzed separately. And make adjustments for each segmentation condition to achieve the best overall effect.

(2) Optimization method

When we use a certain group of segments, Facebook will display the data under the segment conditions. By analyzing the specific data of users in each segmentation condition, we can know which users our ads are suitable for and which users they are not suitable for. If some segmentation data is good, you can keep it and continue to deliver it. If some segmentation data is not good, then eliminate the segmentation conditions. By continuously eliminating bad segments, you can keep your campaigns performing at a consistently good rate.

Take the following picture as an example. At this point, we use age as a segmentation condition to analyze the various age groups in this advertisement, including data for 18-24 years old, 25-34 years old, 35-44 years old, 45-54 years old, and 55-64 years old.

We can clearly see the age group of 45-54 years old. The cost per conversion is as high as $5.38, while other age groups are between $1 and $2. Obviously the effect is very poor, which proves that our ad is not suitable for users of this age group. We need to filter out users in the 45-54 age group from this ad. This can effectively reduce the overall cost per conversion of the ad.

Third: Optimize the series budget

(1) Set a daily budget

Set a maximum daily budget for your campaign.

(2) Bidding strategy

Minimum cost: Achieve the most results possible within the budget.

Cost Cap: Control costs within budget while achieving the most results possible.

Bid Cap: Control the bid price in each auction.

Target cost: Try to make the highest single-performance cost reach the set value.

Several bidding strategies are available to choose from according to your needs in different situations. It is generally recommended to use the lowest cost mode at the beginning, and after it has run for a period of time and stabilized, set a target cost for the system to allow the conversion unit price to gradually stabilize at a desired value.

(3) Delivery type

Even speed: Spend the budget evenly throughout the day.

Accelerate: Spend the budget as quickly as possible to achieve results.

Basically, it is always right to choose a constant speed. There are very few special circumstances that require acceleration. For example, when you need to get the volume as quickly as possible within a certain period of time, you can choose to accelerate.

4. Optimization beyond data

There are many things that data cannot answer for you. For example, national policies, social conditions, local customs and so on. You still need to pay more attention to find the right market, the right time, and the right users.

Summarize

This article mainly introduces the optimization model of Facebook delivery. The optimization of other delivery platforms is similar. As long as you master the standard steps of delivery optimization, that is, observe the data - analyze the data - find points for optimization, you can basically deal with all problems. Of course, finding and optimizing optimization points requires accumulation of experience and continuous attempts.

Many people think that advertising is a very easy thing because it is a very process-oriented matter. How should I put it? Something can be done in a superficial way or it can be done with great value.

To be a qualified advertiser, in addition to the skills of ad optimization and creative output materials, we must also have a rich knowledge reserve, understand world current affairs and industry changes, and use this knowledge to safeguard our advertising work. As the saying goes, if you know yourself and your enemy, you can fight a hundred battles with no danger of defeat. Only by keeping up with the changes in this world can you make yourself invincible.

Author: Internet

Source: Internet