Tencent Advertising Marketing Optimization Strategy

Please explain in detail what kind of promotional function is “Using audience packages to optimize advertising effects”?

First, advertisers need to upload high-conversion quality populations to the DMP and authorize the oCPA system to learn and apply the data. The oCPA system will then automatically find high-quality populations that meet the target for the advertisement.

This feature allows you to:

1. Help our advertisers to increase the volume of new ads and stabilize costs in the initial stage of launch;

2. If advertisers upload a population package of deep conversion behaviors, it can also help ads optimize deep conversion effects.

So what scenarios are suitable for this function ?

This function is only applicable to oCPA scenarios; when oCPA advertising conversion data is insufficient, the population package can be used to help the system optimize the effect.

Mainly include:

1. In the early stage of new advertising, or when old advertising is suspended and then restarted, the conversion data is insufficient.

2. Advertisements want to optimize the deep conversion effect, but the deep conversion data is insufficient.

How will our advertisers’ advertising effectiveness be improved after using this function?

1. Our experiments have verified that using the crowd package to optimize the effect of advertising can achieve significant improvement in results, especially in the early stage of our new advertising, it can effectively reduce the conversion cost and help increase the volume. The actual experimental data is as follows:

Game customers, pay attention to activation effects, use the activated crowd package: advertising activation costs decreased by 35%, activation volume increased by 105%

Beauty customers, who pay attention to the effect of payment, use the paid group package: advertising payment costs decreased by 27%, and payment volume increased by 46%.

Fitness customers, pay attention to the order effect, use the order group package: advertising order cost decreased by 63%, and the order volume increased by 50%

2. The effectiveness of advertising will also be affected by many factors:

The actual effect of our advertising is related to the quality of the crowd package. It is best to use a high-quality, small and exquisite crowd package; (for example: member customer crowd package, etc.)

The actual effect of advertising is related to many factors such as bidding, creativity, competitive environment, and traffic changes.

How can we advertisers make good use of this feature?

1. Upload the data of the party with high conversion value to the DMP in the form of a population package; (If we do not have the corresponding data, we can also ask the operation staff to help push the population package with high conversion value to our DMP account)

2. When our advertisers place oCPA ads, they need to check "Use audience package to optimize advertising effects" and select the audience package we want to upload.

Notice:

If this function is to be used in conjunction with the expansion function, advertisers must first enable automatic expansion before it can be used. It is recommended to use a narrower targeting range (such as behavioral interest targeting, custom population packages, etc.) in combination with automatic expansion.

What kind of audience package should be used to better optimize advertising effects ?

We can use the high-quality population packages corresponding to the conversion behaviors we want to obtain, such as:

If a game customer wants to optimize the payment effect, he can upload the game or similar game packages to the high-quality paying crowd in all channels;

If an e-commerce customer wants to optimize the ordering effect, he can upload high-quality ordering groups;

If a financial customer wants to optimize the effect of credit/loan granting, he can upload the people who have been granted credit/loaned;

An educational client wants to optimize the form appointment effect and improve the web consultation effect. It can upload the people who have performed the above two conversion behaviors.

Note: Currently, it supports crowd packages uploaded in the current account, crowd packages authorized across accounts, and crowd packages pushed by operations. It does not support: behavioral crowd packages and extension packages.

Does the corresponding high-quality conversion behavior within the population package have to be consistent with the goal of advertising optimization ?

1. Here we recommend using a small but precise population package to help the system accurately learn the characteristics of the target users.

2. Advertisers can also select audience packages according to their delivery requirements. The system does not require that the conversion behavior within the audience package be consistent with the advertising optimization goals. Regardless of whether the two are consistent, the system will combine the characteristics of the people in the population package and take the optimization goals of the advertisement as the basis to obtain high-quality target populations for us.

For example, when optimizing and activating ads and using an activated population package, the system will refer to the characteristics of the population in the population package to help find users with a high activation rate;

For example: when optimizing advertising payment and using the paid population package at the same time, the system will also look for users with high activation rates, but will combine the characteristics of the population in the paid population package, so the payment quality of the population found will be relatively higher.

So how big does the crowd package need to be ? Is bigger better?

1. We recommend using accurate population packages to help the system accurately learn the characteristics of target users. We do not need to pursue the number of crowd packages, as long as it is greater than 100-10w. If it does not reach a particularly large level, our backend system requires it to be no less than 100. Another advertisement can also be uploaded separately using 1-10 audience packages. The audience packages in multiple packages will be combined and used to optimize the effect of the advertisement.

When using audience packages to optimize advertising effectiveness, is it necessary to select the same audience package in targeting?

1. We can select a custom audience package in the targeting module to identify the precise audience for advertising;

At the same time, we can also select oCPA delivery in the bidding and scheduling module, and then select a custom audience package below to optimize advertising effects. The two are completely independent functions and can be used at the same time, and the population packages selected by the two modules do not need to be consistent.

What is the difference between using a population package directly for advertising effect optimization and selecting a DMP population package in targeting?

If we use the population package directly for advertising effect optimization: it is to tell the system directly the characteristics of the high conversion value population that the advertisement hopes to obtain, so that the system can find the target population with the highest efficiency, and use it to optimize the effect in scenarios such as the initial stage of new advertising. It is currently only applicable to oCPA scenarios and only supports population packages; select dmp population package in targeting: it is to help advertisements circle the precise population we want to reach, and is used to optimize the scope of advertising. We can use population packages, app/web behavior data, location population, keyword population, and intelligent expansion population, etc. This feature applies to all ads.

Summarize

Our audience targeting capabilities can effectively help our advertisers conduct targeted promotions to target user groups. When you have a population number package of target advertising users, you can upload it to the advertising backend to form a population data package, and then use it for targeted delivery in our advertising delivery process; this will effectively help our advertisers improve advertising conversion effects when delivering ads.