Essentials for GuangDianTong promotion in 2015: Five steps to promote GuangDianTong

Guangdiantong is an advertising platform based on Tencent's large social network system. Through Guangdiantong, advertisers can place advertisements on platforms such as QQ Space, QQ Client, Mobile QQ Space, Mobile QQ, WeChat, QQ Music Client, Tencent News Client, etc. to promote their products.

3. System coverage

Android, iOS.

5. Fee Form

CPC and CPM. In order to better improve the conversion effect of advertisements, facilitate advertisers to control the conversion cost of advertisements, and also to reflect GuangDianTong's data advantage and technical strength, GuangDianTong supports comprehensive pricing models, including traditional CPM/CPC, and also provides CPA advertising model and bidding capabilities.

2. Accuracy

Relying on Tencent's huge database and multi-dimensional visitor targeting technology, it helps advertisers accurately target users.

2. About Orientation

Keyword targeting: Using machine learning mining methods and keyword extraction technology, keyword targeting is achieved to meet advertisers' more fine-grained targeting needs.

3. About the material

Industry: Maternal and Child Care-APP

Domain name: http://www.babytree.com/

Target customers: People who are preparing for pregnancy, pregnant, or raising children

Main advantages and disadvantages:

2. Backed by a well-known platform: BabyTree is already the world's largest mother and baby community;

3. Large installation package: However, due to its complete functions, it is the largest installation package among similar products (14M)

Situation introduction: Babytree is the world's largest mother and baby community and has always maintained the largest number of mother and baby users. The independently developed "BabyTree Pregnancy" has been well received by expecting parents for its rich functions and authoritative parenting information. After getting to know Guangdiantong and the service provider, we chose the service provider Intel to provide full delivery services, that is, Intel will provide overall program planning and execution, including the selection of target audiences, the selection of ad slots, the formulation and execution of bidding strategies, and the production and optimization of materials. After one month of promotion, Babytree was delighted to find that Guangdiantong was the channel with the largest volume and the best user quality among all channels. It quickly formulated an annual budget and re-set the full-year promotion goals. It can be said that the success of Guangdiantong channel promotion has provided strong support for the rapid growth of users of the "BabyTree Pregnancy" APP this year.

1. Promotion purpose

Activation: Stimulate users who are in the stages of preparing for pregnancy, pregnancy and parenting to download and activate this APP

2. Effectiveness measurement criteria and specific expectations

The daily activation volume of Android terminal is not less than 15,000, preferably more than 50,000; the next day retention rate is not less than 60%

3. Solution

1. Daily Budget

No limit

2. Advertising space and advertising format:

3. Orientation settings

Women who are preparing for pregnancy, pregnant, or raising children, how to use wifi to connect to the internet

4. Examples of material optimization

4. Promotion Effect

2. Improvement process:

From the second stage to the third stage, the main focus is on optimizing the download rate. On the one hand, the targeting was adjusted, mainly by narrowing the targeting to WIFI networking methods; at the same time, the design was further optimized, the design of the details page was optimized, the correlation between the advertisement and the details page was increased, and the download rate was further improved.

The daily activation volume of BabyTree Pregnancy APP continues to increase

When the campaign was first launched, the client used the channel package provided to Guangdian.com. Later, they found that the promotion was very effective and the volume brought by the promotion was about 10 times the natural traffic from the Tencent channel. Therefore, they completely abandoned the Tencent channel package. Babytree has been using Umeng for backend monitoring.