Why can’t I spend my money on bidding ads such as information flow ads?

I believe that friends who have placed information flow ads , especially those who have just come into contact with information flow ads, will encounter this problem: why can't I spend the money I invested?

The same situation applies not only to domestic information flow ads, but also to ads placed on overseas information flows such as Facebook or news feeds .

I have summarized five reasons, and everyone can choose one:

01 The bidding conditions are too narrow

All information flow or news feeds ads are audience-targeted ads.

I guess most people won’t choose to vote. Therefore, you must remember an iron rule:

High-quality population and large-scale promotion are contradictory.

The higher the quality of the crowd, the smaller the scale of the promotion. On the contrary, the larger the scale of promotion, the lower the quality of the population will inevitably be.

Therefore, the stricter the bidding conditions are set, the smaller the size of the crowd will be, the probability of suitable people appearing is very low, and the money cannot be spent.

The solution to this problem involves a simple delivery strategy.

In the initial stage of information flow advertising, do not impose too many restrictions on the target audience. If it is a mass-market product, you can even place it across the board. The launch price should also be higher. Then gradually adjust the target audience and bids based on the results report of the delivery.

In addition to information flow and news feeds advertising, all other targeted advertising also follows this method.

02 Bidding too cautiously

If the bid is too low, there is no guarantee that there will be enough display opportunities.

After all, it is a bidding advertisement.

But, you may ask me, how high is high?

Bidding also requires following certain strategies. In the early stages of advertising, it should be high enough so that your ads can get enough exposure. The CPM during this period must be very expensive. But, given the choice between a high CPM and the opportunity for ad exposure, I’ll choose the latter. Because you don't really have a choice.

Why is it high in the early stage but gradually decreases in the middle and late stages?

This is exactly the next reason we are going to talk about.

03 Quality Difference

Quality score, also known as quality degree, has the same meaning as the quality degree of paid search.

All advertisements that are not charged according to CPD or CPM must have quality requirements.

Because, charging according to CPC or CPA advertising requires that the advertisement must be able to obtain clicks or deeper participation from the media audience in order for the media to make money.

You bid one million per click on your ad, and the media is very happy. But after a day, no one clicks on it, and the media has wasted a whole day's ad space . The media will not be happy.

Therefore, even if your ad bid is high, if no one clicks on it, the media will not give you more display opportunities, or even no display opportunities.

In order to measure whether people click on the advertisements, the media gives the advertisements a measurement indicator called quality score.

Many friends asked, Teacher Song, what has the greatest impact on the quality score? In fact, it is very simple. All other factors are not important. The most important thing is whether your ad is clicked by people.

Why do I always recommend paying a high price to achieve ranking when launching SEM in the early stage? It is because you are ranked at the front and have more chances to be clicked by others, so your quality score will naturally go up and your bid will have a chance to go down.

However, if you are stingy and reluctant to spend money at the beginning, your quality score will not improve, and you will have to pay more later.

Of course, another factor that particularly affects click-through rate is your advertising creativity - copy and pictures, etc. This of course also directly affects the quality score.

For information flow advertising, there is no so-called ranking issue. If we exclude the influence of the quality of the goods sold or the object of promotion, then the most important thing is creativity. If you have a good idea, many people will click on it, and your quality score will be high, then you will have a chance to be displayed even if your bid is not very high.

04 oCPC Limitation

Another issue is oCPC restrictions.

I have talked a lot about how to play oCPC in another article. Please click on this article: What is the effect of oCPC? If you don’t understand it clearly, you’d better not play information flow advertising.

Your bid is high, your creativity is good, and your quality score is also good, so why can't you spend your money?

An important possibility is that oCPC tuning is not ideal.

The oCPC method actually depends on the conversion rate of your delivery, that is, the conversion that occurs after the traffic reaches your landing page .

You have done well in the previous steps, but if people do not convert when they reach your landing page, then oCPC will never be optimized, and the information streaming media will think that there is something wrong with your ad. In this case, it will reduce the display of your ad to avoid a large amount of unnecessary consumption of your advertising fees.

In this case, you need to do two things:

1. Is there a problem with the oCPC (or oCPA, which is the same thing) code of the information flow advertisement you added to the landing page, resulting in the conversion behavior not being correctly monitored?
2. Your landing page needs to be optimized, well guided, and able to arouse people's interest so that they will be happy to click your conversion button.

There is no shortcut in this area, and you have to do continuous data analysis and testing.

05 Media reasons

I have money and I pay a high price, but it still doesn’t get displayed. This situation is not necessarily entirely your own problem.

Can't the media make mistakes?

There is no need to assume that the media are as impartial and selfless as judges. After all, this is a commercial society, and the media itself may also have management loopholes.

Possible problems with the media include the following:

1. The media’s advertising resources have actually been exhausted. After all, no matter how big the media is, its traffic resources are limited. Although there are many people on Earth, there is a limit, right?
2. The media's resource priority principle came into play. Generally speaking, the media often give priority to GD (Guaranteed Delivery) advertising, which is contract advertising, which implements a signed guaranteed delivery contract. Then there are other PD ads, etc., followed by CPM, then CPC, and finally CPA. Your ad is a bidding ad of the latter type, with a low rank, and may not have enough opportunities to be displayed.
3. The media just got it wrong, just plain wrong. Theoretically it shouldn't happen, but it has happened to me. At that time, hundreds of divine beasts will run through your heart.

In these situations, if your budget is unlimited and your ROI is limitless, just run the contract. Otherwise, either "negotiate" with the media or wish for the best.

Okay, do you think there are other reasons?

Author: Song Xing, authorized to be published by Qinggua Media.

Source: Website Analysis in China (ID: chinawebanalytics)