Do you know these 4 points about Tencent social advertising?

Do you know all this about Tencent social advertising ? Today, let’s take a look at what Teacher Hu Dou shared and some of his thoughts on some issues.

1. There are so many advertising spaces on Guangdiantong, which ones are suitable for you?

Guangdiantong has many ad slots, and not all of them are suitable for you. It is important to choose an ad slot based on analyzing your own user groups and considering their ability to pay.

2. Guangdiantong’s DMP data management platform

First, you can use it like this, remarketing and exclusion marketing

Second, you can also use it to analyze the crowd

3. LBS directional function

4. Guangdiantong - Account freshness issue

The advertising playback strategy will include a judgment on the number of times the same user sees the same advertisement or the same category of advertisement. The platform will also decide whether to display the advertisement based on the user experience, homogeneity of the materials, and homogeneity of the entire platform. This is also the reason why exactly the same material + targeting will have different performance in different accounts.

Tencent's social advertising has previously observed the effectiveness of advertising on the entire platform and found that the effectiveness of advertising may decay after about 7 days of running. Therefore, the creative update cycle is controlled within seven days. This is roughly the same time for videos, but not necessarily for others.

Written at the end, some thoughts:

Bucket Effect – How much water a bucket can hold depends on its shortest plank.

Regarding the delivery of information flow, the most common problem is the disconnect between front-end delivery and back-end conversion.

The problem is that we hope to increase the number from a few in the early stage of the launch to dozens or hundreds, and the more the better. From the perspective of a delivery optimizer, in order to achieve the largest quantity and the lowest cost within my budget, I only need to give the collected information to the back-end conversion personnel. From the perspective of a single job responsibility, this is correct.

But, advertising is to make money. If you just pursue a certain data, there will be problems. Information flow delivery requires front-end delivery to cooperate with back-end conversion. This is a game of chess. Only by activating it can you make money.

For example, a financial company's entire system could only handle 2,000 resources (telephone numbers). But suddenly one day, it had 10,000 resources, and so many every day. In the short term, this might be a cause for celebration, with low cost and large volume.

But after a week or a month, you will find that the company’s current system cannot digest it at all, sales cannot keep up, resources are wasted, and conversion is impossible. The input-output ratio is bound to decline. Conversely, is it because the information quality is poor? Is it a problem with delivery or a problem with backend conversion? Is the delivery inaccurate? Is the disconnect caused by simply pursuing quantity? Or after the quantity increases, are sales to the same number of people not valued? Is it caused by lack of energy or change of mentality?

There is a difference between information flow and search. Search is for people with intention, while information flow is to stimulate people's interest. It needs to be continuously developed and followed up, and the time period for conversion and follow-up is also slightly longer.

The larger the search volume, the better, but what about information flow? Is the bigger the network, the better it is?

Information flow advertising: http://www.iqingua.com/fuwu/

Source: CMOcollege