A heart-breaking suggestion for advertising purchased with a 1 million yuan budget!

People often ask me, which channel is the most effective for advertising? I am always confused and speechless. They don’t even clearly explain what you do, what materials you make, and whether the expected purpose is exposure, conversion , or sales. How can I get the answers you need? This question is like asking, hey, what vegetables are the most nutritious?

The following discussion summarizes some of the channels that I and my friends have placed ads on. Due to differences in materials, product characteristics, time periods, and capabilities, the experience may be different from that of other advertisers , so it is only for reference.

If you simply place newspaper ads, it is only suitable for the audience of 30 to 60 years old. Internet companies rarely need localized products or activities, except for local taxi apps, offline payments, and fresh food e-commerce . Of course, the conversion rate is almost the lowest among existing media.

There is no way to use it because the environment and scene have been completely separated.

However, there is a new way to play now, which is to buy newspaper cover ads, such as confession ads and missing person notices, and use them as event marketing gimmicks, cooperate with the fermentation and explosion on the SNS side, and then reprocess them into jokes and other forms to spread.

Compared with offline activities , this form saves manpower and material resources, and the hot spots can be brought out in just a few words. It is simpler and more direct than offline performances.

If we calculate the price of cover advertising alone, taking a local major newspaper as an example, the price of the front page is tens of thousands, and the price is different every day for seven days. For a well-known national comprehensive newspaper, the price is hundreds of thousands. Only large companies with deep pockets will consider this media method.

For many companies, advertising on WeChat has gradually become useless, tasteless to eat and a pity to throw away. It is roughly divided into three forms: direct advertising, about 8,000 to 10,000 per article, commissioned soft articles, about 10,000 to 450,000 per article, and monthly subscriptions for bottom banners, about 10,000 to 20,000 per month. Traffic is directed by placing links to the original text. The cost varies depending on the content. According to the data I have collected, most of them are between 10 and 20 yuan per UV.

Information flow ads such as Moments ads must be extremely effective when they first come out, and then the effect drops sharply as people become numb to it. According to WeChat's public charging standards, the unit price of Moments ads purchased through scheduling is determined by the region where the ads are placed, and the minimum budget for a single placement is 50,000 yuan.

The delivery areas are currently divided into three categories: core cities, key cities and ordinary cities. The specific cities included in each category and the corresponding exposure unit prices are as follows:

1. Core cities: The charge per thousand impressions for graphic ads is RMB 150, and for video ads is RMB 180

Contains Beijing and Shanghai.

For example: If an advertiser places a picture and text advertisement in WeChat Moments in Beijing with a budget of RMB 300,000, the advertisement can get at least 2 million exposures.

1. Key cities: The charge per thousand impressions for graphic ads is RMB 100, and for video ads is RMB 120

Including 20 highly active cities including Guangzhou, Chengdu , Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi'an, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, Fuzhou, etc.

For example: an advertiser places text and picture ads in WeChat Moments in Guangzhou and Shenzhen with a budget of 300,000 yuan. Then the advertiser's ads can receive a total of 3 million exposures in at least two regions.

1. Ordinary cities: The charge per thousand impressions for graphic ads is 50 yuan, and for video ads is 60 yuan

Includes other cities except the above 22 cities.

For example: an advertiser places text and picture ads on WeChat Moments in Dongguan and Zhangzhou with a budget of RMB 300,000. The advertiser's ads can receive a total of 6 million impressions in at least the two regions.

Based on the fact that customers who have placed an ad will basically not place an ad a second time...it should be unsatisfactory. Everyone is playing ONS, just to increase their presence and improve user favorability. Who cares?

Source: lydia