8 words, a simple and rough analysis of the problem that all information flow advertising optimizers have been confused about

Recently, I have received 20 to 30 private messages almost every day asking the same question: " The effect of XX platform delivery is very poor, what should I do ?!"

Obviously, the friend who asked this question wanted me to answer the second half of the sentence, which is "What should I do?"

But I always ask them in a "uninteresting" way:

" What do you mean by 'poor effect'?"

"Are you comparing yourself to what you have done before ? Or are you comparing yourself to your peers ?"

“Are you comparing it to the KPI your boss gave you ? Or are you comparing it to the average level of your peers ?”

…

I wonder if it’s because the question I asked stumped the other party? Or does the other party think that I am answering the irrelevant question? Anyway, after I asked these questions, basically no one responded to me...

I could only sigh deeply. Really, to be frank, even if Hua Tuo were alive, he wouldn't be able to save such a situation.

Hua Tuo has a classic case that is exactly the same as the condition of the people asking these questions.

According to the Records of the Three Kingdoms, Wei Zhi, Hua Tuo Biography, "The officials Ni Xun and Li Yan stayed together. They both had headaches and fevers. They suffered from the same problem. Hua Tuo said, 'Xun should be treated with purgatives, while Yan should be treated with sweating.' Someone was puzzled about the difference, and Hua Tuo said, 'Xun has external fullness, while Yan has internal fullness, so the treatments should be different.' He then gave each of them medicine, and they both got up the next morning."

If I translate it into human language, it means: Two people who had the same headache and fever went to see Hua Tuo, but Hua Tuo prescribed different medicines for them. The two felt that Hua Tuo was cheating them: They were both suffering from headaches and fever, so why did he prescribe different medicines?

Hua Tuo probably knew some psychology, and he could tell at a glance that the two patients were complaining, so he asked them what they did the night before. One of them said he felt uncomfortable after coming back from a banquet, and the other said he didn't cover himself enough with a quilt. Isn't that enough? ! One is because of improper diet, which causes headache and fever due to internal food damage, and the stomach should be cleared; the other is because of cold and fever caused by external wind and cold , and sweating should be induced. Although on the surface they are all headaches and fevers, colds can be cured with just a little medicine, while improper diet requires the use of medicine to mobilize the body's functions in order to recover. Different diseases correspond to different medicines, there is nothing wrong with that!

This brilliant idea was later summarized by Zhu Xi in the 42nd volume of Zhu Zi Yu Lei, calling it "the right medicine for the right disease" , and it has been used to this day.

So let's go back to the silly questions I asked at the beginning. I'm not being mysterious. I just want to clarify what's wrong with the delivery and who are you comparing your health/disease level with.

Only by finding the right symptoms can you prescribe the right medicine.

So today’s topic is to talk about how to identify the “effectiveness” and “poorness” of information flow advertising . After all, only when you really know where the problem is can you solve it more accurately.

There are two main types of online marketing :

One is brand promotion , and the effect assessment is mainly about how much exposure there is ;

One is performance marketing , and the effectiveness assessment mainly involves asking how many users have been gained .

Of course, everyone needs users to do different things, which can be divided into many levels. For example, some want downloads and activations ; some want sales leads, such as phone calls and WeChat followers; and others want to trigger actions, such as receiving coupons, forwarding for group purchases, and so on.

As far as performance marketing is concerned, if you want users to do the things mentioned above, the corresponding thresholds are different. If you don’t say anything and just say that your results are poor, how should I respond to you?

The most I can say is: when you ask users to do the troublesome things mentioned above (such as jumping to several web pages to register, jumping to several pages to fill in information, etc.), have you prepared reasons for them to do it?

No matter how many suggestions you give, I'm sorry, there is too little information and I can't answer.

Adjectives are relative concepts. Just like what we learned in our junior high school physics textbook, is driving at 80 kilometers per hour fast or slow?

There is no way to answer this because we don’t know who we are comparing with. Compared with people riding bicycles, it is fast, but compared with high-speed trains, it is slow.

For example, we can refer to when we were in school. When you said that your grades were good or bad, who were you comparing with? What standard are we comparing? In what range? etc.

Therefore, when you say that the effect of the advertising is poor, "poor" is a relative concept. You need a suitable reference system to understand where the "poor" lies.

For example, we can disassemble it from three directions: inside, outside, and outer space.

For a certain advertising project, this internal refers to the advertiser itself. Let's give a few examples to expand your thinking, such as:

1. Channel Dimension

For example, is a certain channel relatively poor? Or is it that all channels are bad? The solutions to these two problems are completely different.

2. Time Dimension

For example, is it the year-on-year difference (i.e. comparing the results between now and the same period last year) or the month-on-month difference (i.e. comparing the current delivery cycle with the previous delivery cycle)?

This delivery cycle can be divided into different granularities according to the circumstances of each case. You can do it by day, week, or month, as long as you can analyze the cyclical trend you want.

3. Product/Service/Brand Dimension

For example, if a company has different product lines and brands, is it that one product has poor performance or are several of the same type of products all poor?

4. Regional Dimension

For example, is the delivery poor in certain cities or provinces?

5. Conversion Path

For example, is it the click-through rate that is poor or the conversion process after landing that is poor?

6. Management Dimension

For example, are the various indicators worse than the company's established indicators? Or is it worse than you expected?

For a certain investment project, the external side refers to peers or even the entire network ( because you are not only competing for traffic with peers, you are also competing for traffic with other industry products that your users are paying attention to ).

For example, when you talk about differences in conversion rate , customer acquisition cost, order cost, etc., from the perspective of your peers or even the entire network, are you comparing them with the average level of your peers? Or compared to main competing teammates?

What I mean by outer space is that it is generally not taken into consideration.

For example, yesterday I saw a beauty optimizer complaining that her boss required her to add fans at a cost of 30 yuan. This requirement would have been impossible even last year, let alone now. So, is it that the indicators for this assessment are unreasonable in themselves?

For example, does the problem with the delivery lie within the delivery work itself or outside of the delivery work? For example, a friend of mine spent 68 yuan to get 20 sales leads a few days ago, but lost customers due to untimely customer service response. So what problem can you solve by focusing on the placement itself?

Is there a problem with the delivery itself? Are there any problems with user analysis? Is the product itself suitable for online promotion ? Wait, there are too many directions to analyze.

Of course, whether it is internal, external, or outer space, there are still many different subdivision dimensions that can be broken down, but no matter how it is divided, there is only one purpose, which is to find the key indicators and solve the delivery problem more efficiently!

I hope that after you finish reading this article today, when you think about why the effect is poor, you can set more thinking dimensions, because no one is Yuan Fang and cannot answer a simple question of "What do you think?"