4 major mainstream platform information flow optimization cases, this wave of dry goods is very timely~

Delivery platform: Guangdiantong

Resources: Native advertising , alliance banner

Delivery strategy:

1. Audience targeting: Select male audiences aged 18-28, who have not installed the app, whose mobile terminals are Android systems, and whose Internet connection mode is wifi. There is no limit on the delivery area.

2. Copywriting materials: mainly use copywriting and picture displays that are in line with the attention of targeted audiences, such as caring for schoolmates, pursuing goddesses, dating skills, and heart-beating goddesses, to attract clicks.

Effect summary:

Native advertising: 478,000 impressions per day, 1,000 activations per day, and an average activation cost of RMB 1.5-2.1;

Alliance banner: average daily exposure 1.026 million, average daily downloads 1,700, average download cost 0.56-0.86 yuan.

——— E-commerce App ———

Delivery platform: Guangdiantong

Resources: Feed ads, WeChat download card

Delivery strategy:

1. Audience targeting: Select female audiences aged 18-40, who have not installed the app, whose mobile terminals are Android and IOS systems, and whose time zone is 0:00-24:00. There is no limit on the region of delivery.

2. Copywriting materials: The materials are mainly based on matching, using pictures with diamonds and high brightness to enhance the feeling of luxury and give the audience a more direct visual impact!

Effect summary:

Space information flow : Android side, the average daily investment is 10,000 yuan, the average click cost is 0.7-1.3 yuan, and the average activation cost is 4-6 yuan. IOS side, the average daily investment is 80,000-100,000 yuan, the average click cost is 1-1.6 yuan, and the average activation cost is 8-12 yuan.

WeChat download card: On the IOS side, the average daily investment is 5,000 yuan, the average click cost is 1-1.3 yuan, and the average activation cost is 10-14 yuan.

Delivery platform: WeChat Moments

Delivery strategy:

1. Population targeting: Select female users aged 40-50 in Wuhan, with a daily budget of less than 1,000 yuan, and focus on interest targeting, including 26 interests such as preschool education, primary and secondary education, language training, civil service examinations, and studying abroad;

2. Copywriting materials: Highlight the region to enhance the user's sense of involvement, and use question sentences to make users want to know more!

Effect summary:

It received 458,000 exposures, 37,000 views of the promotional page, and a customer acquisition cost of 256-27.7 yuan.

——— E-commerce industry ———

Delivery platform: Toutiao information flow

Creative Optimization:

1. In terms of creative form, try to release large pictures, group pictures, and small pictures at the same time, and the content focuses on multiple dimensions such as food and the rights of newcomers. Optimize materials, traffic , and audience through A/B testing.

2. For the high-income household consumption group, the main interest categories are travel, home improvement and department stores, etc.;

Copywriting: How can a family trip be without these delicious snacks? ; In the hot summer vacation, my life is given by air conditioning and snacks..., the material is mainly large pictures and warm colors, the style is simple and fresh, related to summer elements, and enough basic information is explained in the pictures.

3. For male users, the main interest categories are sports, real estate, business services, etc.;

Copywriting: What should you do if you feel hungry while watching a football game in the middle of the night? Half-price snacks are waiting for you to choose! ; These snacks are essential tools for quitting smoking and drinking. You must know them, right? The materials are in the form of a group of pictures. The black background represents darkness or confusion. The three pictures have a unified structure and high saturation, which complements the title of the copy.

Tool Usage:

1. Use OCPC bidding in the early stage to help advertisers find their target audience intelligently and accurately. The TA launched in the early stage has strong attributes of travel, home furnishing and department stores, and life services.

2. Expand the number of new customers (core population expansion): Utilize Toutiao DMP to expand Laiyifen’s potential customers by using lookalike for those who have downloaded and installed the Laiyifen app, and deliver targeted content to meet the needs of attracting new customers; add Android platform delivery.

3. Reduce costs (exclude invalid users and converted users ): Use the proprietary package to filter users who have downloaded the Yifen app to reduce invalid delivery; use the rule package to exclude people who have clicked three times.

4. Reawakening old customers (follow-up investment, awakening and repurchase of old users): Use your own package to upload people who have added items to cart, collected items and placed orders in the app, and focus on these old users with strong purchasing intentions to promote repurchase and improve ROI.

Marketing effect:

The average daily delivery volume has increased significantly compared to before the use of the delivery DMP, with an average daily delivery volume of 39,662, an average daily display of 2.18 million, an average daily CTR of 2.25%, and an average daily C VR of 4.40%.

In conjunction with a major promotion, advertisers increased their budgets, added new Android platform advertising, and used Toutiao DMP (own package and expansion package) in combination with o cpc bidding. The conversion rate increased significantly and the conversion cost decreased by 50%.

——— Home decoration industry ———

Delivery platform: Baidu information flow

Author: Aiqi SEM , authorized to publish by Qinggua Media .

Source: Aichi SEM