Taking GuangDianTong optimization as an example, what are the three factors that affect the delivery effect?
In this era of increasingly fierce competition, information flow has become the new darling of the Internet advertising industry. So what is information flow advertising ? That is what we understand as advertising investment in our daily life. But since it is advertising investment, it is not to blindly follow the trend, but to achieve good returns. The difficulty of pursuing high ROI in information flow advertising is much higher than that of search promotion .Therefore, information flow operation is not such a simple matter. Double Eleven is a major festival for Chinese consumers, which is highly anticipated, watched and even crazy by everyone. The overwhelming discounts, red envelopes, and full-reduction activities have made consumers excited, and secondary e-commerce products and e-commerce apps are the darlings of this period.I have received many messages from friends recently, such as:Here are the highlightsThere are three factors that affect the effectiveness of GuangDianTong's advertising: materials, targeting and bidding, which interact with each other. The above three elements help information find target users quickly and accurately, and impress users with materials that cater to their tastes. They are the key to improving CTR and conversion rates . Reasonable and scientific bidding affects the amount of traffic and the final activation cost.1. Material optimizationThe quality of the material and copy directly affects the effectiveness of advertising . Excellent material can effectively stimulate CTR growth. The optimization methods for general materials can refer to the following principles: 1) Close to life scenes to arouse users' sense of involvement; 2) Beautiful pictures to arouse users' favor; 3) Suspense to arouse users' curiosity; 4) Simple and clear layout to give users a sense of beauty; 5) Profitable to increase users' sense of participation; 6) Simple and clear appeal to reduce users' understanding costs. However, different audiences have different preferences and different sensitivities to the material, so different methods must be combined. For example, young girls may prefer celebrity gossip and dressing, while mothers may prefer topics related to children's education and home life. Therefore, when creating a material library, you should fully consider how to cater to the value orientation of different groups of people. The optimization of materials requires long-term exploration and innovation. At the beginning of advertising, as many material samples as possible should be prepared and tested. Materials with good performance should be used more frequently, while materials with poor performance need to be optimized again or taken offline directly.2. Targeted optimizationBy analyzing the target user characteristics and test data, we determine the directional direction, and by setting different user tag combinations and A/B testing methods, we conduct detailed data analysis and comparison for continuous optimization. When making an offer, you must remain flexible and make adjustments based on actual circumstances. 1) Please set the frequency of checking the background status 9 (once every half hour or once every hour). Although it can be adjusted according to the data, please pay attention to monitoring on weekends; 2) Please understand the general situation of traffic, such as understanding the normal daily consumption curve of the account and the process of the corresponding time period, and pay attention to analysis when abnormalities occur.3. Case AnalysisFor example, "Miya" is an instant messaging social tool that provides pregnancy-related information for mothers. In the early stage of the test, we selected "married women aged between 18 and 23" as targeting condition A, "married women aged between 24 and 30" as targeting condition B, and "married women aged between 31 and 35" as targeting condition C. Through data comparison, we know that the proportion of targeting B accounts for 59.76%, which shows that the quality of users between 24 and 30 years old is significantly higher than that of other age groups. Next, we set "married women aged between 24 and 30, with interest tags of parenting + life" as Targeting D, and "married women aged between 24 and 30, with interest tags of parenting + education" as Targeting E, and then conduct A/B testing. By comparing the delivery data, we find that the click-through rate and download rate of Targeting E are 15% and 24% higher than those of Targeting D, respectively, and 9% higher than the industry average. Therefore, the delivery effect of Targeting E is more significant.4. Bid OptimizationBefore making a bid, you must first estimate the cost you are willing to accept and the corresponding target value. At the same time, you can learn some rules on how to adjust according to the performance of the material. The bid affects the traffic of each material and the final activation cost. The bid should be adjusted according to the performance of each specific material and followed by subsequent observation. Taking "Mi Ya" as an example, click-through rate is an important reference factor. If the click-through rate and download rate of targeted E materials exceed the industry average, you can lower the bid appropriately to save advertising costs. For materials with high click-through rate and low exposure, you should increase the bid appropriately to obtain higher traffic. At the same time, it is recommended that the bid for new materials should be higher than that for old materials so that the new materials can be sold in large quantities. Advertising optimization is a particularly meaningful thing, and the whole process is both scientific and artistic. For advertisers, if they want to achieve good results, they must understand the principles behind optimization, be clear about the platform's recommendation algorithms, and understand the characteristics of their own products. The pressure is also considerable.The author of this article @星星 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion service: APP promotion service Information flow advertising advertising platform |
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