To promote on Baidu, Tencent and Toutiao, master these two skills!

I don't know if you have ever wondered about this question:

What is the gap between me and those information flow masters?

Why can they be called great gods? Why are the accounts they promote so effective?

I attribute all these gaps to " control of traffic ".

We all know that all marketing is about traffic. How you make the traffic base larger and the traffic quality better is your strength.

In paid promotion, the data representing the quantity of traffic is “exhibition point consumption”, and the data representing the quality of traffic is “leads, transactions, and transaction amount”;

The essence of traffic lies in "achieving a balance between traffic quantity and quality". No matter which data is too high or too low, it is not a good development state.

So how can we achieve a balance between the quantity and quality of traffic?

First, you need to understand the factors that affect their equilibrium state; second, master the traffic distribution mechanism; finally, understand the correct process of traffic control, understand the principles of traffic control, how to operate it, and how to solve it. Basically, you have gained a basic understanding of "traffic control".

In this article, let’s first understand “ factors that affect traffic balance ”.

Friendly reminder: This content is more theoretical, but there is a surprise at the end, and it will be worth it.

1. Traffic volume

In information flow promotion, the factors that affect the amount of traffic mainly include the following points.

1. Channels

Channel is the first step and starting line in bidding promotion, which directly determines your upper-level traffic.

For example, WeChat and Momo are both social products, but WeChat has 1.3 billion users, while Momo only has 100 million. There is no comparability at all.

Channels determine your upper-level traffic and the ceiling of traffic volume. If you want a large traffic base, you have to think about "Can the channel I am promoting meet my traffic needs?"

If not, it is necessary to add more facilities in time or adopt other measures.

2. Budget

The more budget you have, the more traffic you will be allocated. On the contrary, the less budget you have, the less traffic you will be allocated. This is an indisputable truth.

3. Bid

In terms of bidding, the traffic distribution mechanism is as follows: CPM>CPC>OCPM>OCPC>CPA

After all, the media also need to make money. The more profitable the advertising space, the more traffic it will allocate to it.

It will focus on sending traffic to my computer.

4. Orientation

Direction directly determines the range of your traffic.

During promotion, we may often encounter this problem: "There is no problem with my account, why is there no volume suddenly?"

Don't worry, maybe it's just your orientation problem.

5. Region and time period

Region and time period, I believe everyone understands this influencing factor. It is the same principle as channel factors. The size of the traffic pool in different regions and time periods is also different, which directly determines your overall traffic.

This is an objective influencing factor that we cannot change, we can only adjust it.

2. Traffic Quality

The quality of traffic determines the overall conversion rate of the account. The factors that affect traffic quality are as follows:

1. Creativity

The role of creativity in traffic quality is "determining the accuracy of the clicking population."

For example.

With an annual income of 500,000, this laundry shop owner earns more than company executives!

This is the project that really makes money quickly! Zero cost, zero fee

Although the products carried by these two creative ideas are both "laundry franchise", the traffic trends are completely different.

The first idea highlights the franchise products to attract the target group, who have certain experience and do not care about the investment cost but only the income. The second idea does not highlight any features of the product except the "quick money making" feature, which is mainly aimed at the novice group. They do not know what product they want to franchise and are also afraid of the investment cost, so the zero cost and zero fee are highlighted at the end.

Different ideas will attract completely opposite traffic. Obviously, from the perspective of conversion, the first idea is higher than the second one, which means that its quality is higher than the second one.

2. Pages

When traffic is attracted by creativity and clicks, it will not work without a page to carry it. The design types and conversion channels of different pages determine whether the traffic is converted, which directly affects your control over the quality of traffic.

Common page design types include: brand promotion, product introduction, promotional activities, and soft text statements . Different page types carry different traffic and have different design logic.

For example, the design logic of the activity page is "highlight the core needs of users on the first screen to attract users - after being attracted, compare and reference products and prices to arouse interest - after generating interest, offer discounts to induce orders - explain the activity period to stimulate quick orders - use services to dispel users' final concerns."

The design logic of the product page is relatively simple, "Product Introduction - Product Advantage Comparison - Product Service" and everything is designed to highlight the product advantages.

Common conversion channels include: forms, phone calls, consultations, and adding fans , which we also need to choose based on the page type.

3. Orientation

In information flow promotion, we use targeting to place advertisements in different traffic pools, and the traffic quality of different traffic pools varies greatly.

For example, if you are an education and training institution, the traffic pool pointed by interest-oriented education will definitely be of higher quality than the traffic pool pointed by interest books.

4. Bid

If you bid high, the quality of the traffic allocated to you will naturally be high. Although bids have a certain influence on traffic quality, it is very small.

In information flow promotion, the quantity and quality of traffic directly determine our overall control over the traffic, that is, the final conversion effect.

The quantity and quality of different traffic are affected by many factors. If you want to control the traffic, the first factor is to keep these influencing factors in a balanced state.

Of course, understanding the factors that influence traffic quality and quantity is only a small part of traffic control. There is still a lot to learn about flow control.

For example: Now that we understand the factors that affect the quality and quantity of traffic, how do we control these factors?

Traffic relies on the platform's distribution mechanism, so what is the platform's traffic distribution mechanism?

When traffic control encounters problems, what data can we use to analyze and how can we analyze it?

Source: Houchang College