The “universal” methodology for bidding advertising!

The editor has personally operated and placed advertisements worth more than 300 million yuan in bidding advertising. I think there are not many people in this field who have this honor. Why do I mention that cost can represent delivery capabilities? In fact , delivery skills are ultimately derived from data. Cost represents the amount of data, and the amount of data represents experience. So if the cost of doing this position is very low, it is recommended to change companies.

Let’s first talk about the definition of methodology. Nowadays, product managers need methodology, operations need methodology, and the market also needs methodology. Having a methodology seems to mean that you are experienced and that you are an expert.

In fact, there is no need to feel that methodology is so high-sounding. We all have our own methodology in our daily life. It’s just that some people are not good at summarizing, or different people have different directions and depths of practice.

Methodologies are generally very simple principles. The so-called simplicity is the best way of thinking. It tells us a way of thinking and a value guide, and what we need to do is to accept and absorb it.

What exactly is methodology? A wise man once said something that really benefited me. Based on his words, I summarized it as follows:

The process of moving from phenomenon (insight into the problem) to logic (seeing the essence) to summarizing some methods (finding solutions) and then to a set of methodological systems (forming values) is called methodology.

Being able to understand the problem shows that you are a caring person, and a series of questions will arise, such as what to do if the ad exposure is not good, how to optimize the effect, and how to set a more appropriate pool price? Then we will look at the logic and what is the system mechanism of bidding advertising? Why do we need to bid for ads? What is the essence of advertising? Why do we use bidding ads?

After practice, you will get some methods, how to adjust the price? How to do the test? How to formulate a strategy? How to create popular materials? How to orient? etc;

After going through all the above problems, we have reached the methodological level and extracted a set of core ideas. This set of ideas may focus on a certain point, or may summarize the whole. They are all relative, so the title is put in double quotes. Please don't criticize me.

Next, I will talk about the methodology. The methodology I have developed is based on overall thinking and is called the “ building block method .”

Building blocks are easy to understand. They are small wooden blocks of different shapes. We put them together as we want. If we do the deployment according to the idea of ​​building blocks, the following steps will be derived:

Step 1: Create building blocks. For delivery, this means creating "delivery capability" blocks one by one.

1 ) Make a good creation plan for the business and clarify what shape of building blocks to build:

(corresponding to delivery, it means effect, traffic diversion or brand), how big the volume should be (corresponding to delivery, it means budget size and crowd accuracy), what color (corresponding to delivery, it means targeting different project types), how many to establish (corresponding to delivery, it means setting up accounts and plans), spare building blocks (backup plans);

2 ) Prepare for fine grinding

The creation of each building block is not achieved overnight, nor is it static; it requires constant polishing and correction. It is conceivable that the more solid and finely crafted a building block is, the more useful it is. This requires us to continuously precipitate, accumulate, and optimize (this will be discussed in detail later). The construction of basic capabilities is critical to future delivery efficiency.

Step 2: Build blocks to form a model, and use the model to complete the KPI of our project promotion;

1) Based on the demands and objectives of the project, we need to simulate our delivery model , select the most suitable building blocks, and the new building blocks that need to be created, and then build and deliver the account;

2) The reason why building block delivery is called building block delivery is because of its flexibility. Building blocks can be updated, optimized, and replaced until we reach our optimal solution;

3) A mutually reinforcing relationship will be formed between the model and the building blocks. Those who know a little about artificial intelligence know that there is an algorithm called machine learning. The results of each model will be fed back to the building blocks, and the building blocks will get an upgrade in capabilities. The upgrade in the building blocks' capabilities will promote the next model, and the cycle will continue.

Step 3: Form a building block model matrix to drive the overall business;

When enough models are established, a matrix will be formed; at this point, the ability to complete project promotion is fully available, and what needs to be done is to optimize this matrix and actively drive business development.

Once I was talking about this methodology with someone and was asked about some details. I gave her a brief introduction and she finally understood it as a resource allocation. She is right. When it comes to specific implementation, forming a building block model is a process of matching, which resource points to use, which targeted packages to use, how much to do with traffic and how much to do with conversions.

In fact, its greater value lies in the accumulation of experience and data capabilities. Many times, we keep the experience in our minds and in the closing of projects. When it comes to advertising operations, refinement is the core. It is a meticulous job. Knowing how to form data-based, long-term effect advertising ideas is the way to success.

Here are some advantages of this methodology:

Maximize the delivery effect and always maintain the most advantageous traffic, which is what the boss wants to see most;

Flexible delivery and strong plasticity, which can respond to real-time situations, external environment, task changes, etc. at the fastest speed, is what the boss expects most;

The accumulation of basic investment capabilities will enable you to advance steadily and fearlessly, just like a special forces troop that can hit and win wherever it points. Let me add one more thing here: This feeling makes me feel great every time I think about it! !

Positive cycle mechanism: as time goes by and the content is accumulated, each delivery will inject new vitality into the entire system;

Driving ability, maintain industry leadership. When you have accumulated a set of building blocks, it first means that you have mastered the functions of the existing system very well. Then you will find that there are still unlimited possibilities outside the current system. You can take the product away, think about planning and marketing, and figure out things that are conducive to promotion by yourself. Then your thinking will be opened.

The reason why methodology is called methodology is that it is a relatively complete system. It is not only applicable to advertising, but also to many other aspects, such as management and competition. Welcome to exchange and learn the secrets.

Author: Shen Fuhui

Source: Shen Fuhui