Don’t know where to start with CPC optimization? This is how Ready Player One plays!

“ Information flow ”, “oCPC”, and “creativity”, what do these three seemingly unrelated keywords mean when put together?

Students who often watch TV dramas will find that when three things are put together, there will inevitably be some emotional entanglements. Of course, there will also be such dramas in mobile promotions .

Part 1

In recent years, more and more media have strongly recommended the delivery of information flow. Why?

Because the media makes more money, advertisers increase traffic , and there are no middlemen to make a profit from the difference. (A used car company please give me a chicken drumstick)

However, because effectiveness and traffic are always contradictory, some advertisers are not so fond of information flow, but rather have a love-hate relationship with it.

In order to ensure the effectiveness of conventional information flow delivery, a large amount of DMP targeted cooperation is required, and the traffic is limited. The effect of increasing traffic often fluctuates and stability is difficult to guarantee. Therefore, the best information flow solution at present is oCPC.

When it comes to oCPC, our first thought is to "de-manualize". As long as we set the target value, the system will intelligently help us select resources that meet the target. Therefore, we became at a loss in the optimization of oCPC, and didn’t know how to optimize it. We even thought that oCPC did not need to be optimized.

Does oCPC need to be optimized? The answer is of course yes!

So where do we start?

In the creative testing of images, in order to avoid too many variables caused by the final cost fluctuations, I adopted the oCPC delivery method. It is equivalent to artificially locking the target cost. (All targeting, region, time period and other settings are consistent). The test results show that the quality of image materials has a certain impact on oCPC delivery.

We can see that while the conversion costs are basically the same, the difference in conversion numbers is huge. The conversion number of high-quality creatives can even be 700%+ higher than that of ordinary creatives.

Since pictures will affect the conversion effect of oCPC, how can we make pictures that suit oCPC's taste?

I have an idea for the production of the picture. Many times, the reason why netizens click on a picture is not because of the overall effect of the picture, but because they are attracted by an element of interest. This element may be interest-related, button-related, rebate-related , etc.

When we release a resource package, we can determine that a certain element of the image has received more attention through the number of conversions or click-through rates fed back by the image, and thus adopt those elements when making other images. After accumulating images and data, we can determine what kind of image production for a certain resource package will bring more conversions when OCPC is released.

For example, under the same premise: assuming that the conversion cost of two pictures is about 7 yuan when OCPC puts the hand-held information flow. We label the elements in the material, and then combine it with the effect data to see

Result 1: The conversion number and CTR are synchronized, proving that the elements in the tag have a strong effect on promoting the effect;

Result 2: The asynchrony between conversion number and CTR proves that netizens are interested in the elements in the tag, but their interest in the APP is low or the relevance is low.

Therefore, in daily optimization, we can label image elements, expand based on labels, collect image data based on labels, and create images containing specified elements based on data to achieve the purpose of optimizing OCPC.

In the process of material optimization, pictures are fissioned and more and more pictures are collected, which greatly promotes the accumulation of picture material library.

Source: 360 Marketing Academy