Information flow advertising is ineffective because you don’t understand these!

1. What are the pain points of performance marketing ?

For advertisers or marketers , poor advertising effectiveness is a thorny problem. In some industries, the advertising has no effect at all. This is a painful fact that most people have felt, but they have not figured out where the pain point is, that is, where the root cause of the problem lies.

In fact, the real pain point lies not in the quality of the product itself, nor in the advertising traffic environment of the Internet .

The real pain point is that there is no replicable and practical idea, as well as no in-depth understanding of the industry and how to optimize application resources.

Some people hold different opinions. As shown in the figure below, almost every advertising platform will use a calculation method similar to eCPM = bid X quality to tell advertisers how to obtain high rankings or high exposure.

Of course, the way of expression may be slightly different on different platforms. For example, the quality degree of some platforms is called click-through rate (estimated click-through rate, CTR , ECTR), and eCPM is called advertising ranking on some platforms. Many people think that this is an idea or a routine, but this idea or routine cannot optimize the delivery effect.

1. Traffic control and optimization control

If we compare traffic acquisition and traffic optimization to two tools, most people now only have the tools to acquire traffic, but not the tools to optimize traffic. In an ideal situation, both the traffic and optimization handles must be firmly grasped.

For example, there are many optimization ideas and methods for advertisements placed on search engines , also known as SEM . SEM has a relatively long history. After years of practice, practitioners have summarized many optimization ideas and methods. However, this optimization handle is not given by the media. Advertising media only brings the handle of cargo volume, so the optimization handle needs to use practice to explore the corresponding rules.

2. Information flow advertising lacks optimization tools

1. The media is not empowered.

2. The practical experience and experience accumulated by information flow advertising in China is not rich enough, which leads to the lack of systematic methods and ideas for the optimization of information flow advertising.

(III) Click-through rate optimization

The advertising delivery logic of different media and advertising platforms is very similar (including the location where the ads appear, delivery characteristics, billing method, and display method).

The first is the media refresh of the user, whether it is searching or browsing. Every time the media is refreshed, the media on the device used will send an advertising request to the advertising system. After receiving the advertising request, the advertising system will perform a search for the advertisers being served and pre-allocate exposure accordingly based on the daily spending budget set by different advertisers.

After the pre-allocation is completed, the estimated CTR is calculated for advertisers that meet the exposure conditions. The ad ranking is then determined by multiplying the advertiser's bid by the estimated CTR, which in turn determines the amount of ad traffic received.

After sorting, ads with exposure times exceeding a certain limit are filtered out according to the frequency set by the ad group or the system default frequency. The remaining ads get the opportunity to be exposed, and once the ad is clicked, it will basically be charged. This is the advertising logic for almost all online advertising.

When looking back at the entire logical process, you will find that there are only two links that the delivery personnel or advertisers can intervene in.

1. Pre-allocate exposure, which means setting a daily budget cap.

2. Advertisement sorting. There are two factors in ad ranking: bid and estimated CTR.

2. Virtuous cycle or vicious cycle, which one are you in?

The idea of ​​advertising optimization focuses on optimizing click-through rate. At the same time, the estimated click-through rate provided by the system is largely based on the account's historical records. If an account is brand new, it will give the account a new estimated click-through rate based on the algorithm. Therefore, the overall optimization idea becomes an ideal positive cycle.

To put it simply, we hope that all creative ideas will get a very high click-through rate. Since a high click-through rate can lead to high ranking and high exposure, if the creative ideas are relatively high-quality, they will accumulate more high click-through rates in historical records. With such historical records, new creative ideas will refer to past historical records and be given a relatively high estimated click-through rate by the system until the new ideas become old ideas.

At the same time, almost every media has the law of decay of the click-through rate of advertising creativity. Generally speaking, the longer a creative is used, the lower its click-through rate is likely to become, but in fact this rule is not very strict, because the attenuation law can stimulate advertisers to update their creatives with a certain probability, and new creatives will increase the spending of users' corresponding accounts.

3. 7Ms Theory: Grasp with both hands, both hands must be strong

The so-called 7ms actually represents 7 English words starting with M. When combined with advertising, it represents market research, account building, conversion goals, creative design, targeting strategy, cost optimization, and data detection.

Each link is very important for online advertising, but if these links are simply listed together, they cannot become a model.

There is an intrinsic connection between the logic of these dimensions. To put it simply, the other six dimensions must start and focus on data monitoring and effect evaluation. This is because only through strict monitoring can a relatively rigorous analysis be produced, and only on this basis can adjustments to other dimensions be made in a systematic manner.

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

Source: CMO Bootcamp