To improve advertising conversion, these data analyses should be done well!

Mobile advertising is very popular among enterprises because of its unique features such as accuracy, immediacy, interactivity, diffusion, integration and measurability. However, enterprises are more concerned about the effect of advertising after it is launched . Can it meet expectations? This requires starting with the data indicators that affect the effectiveness of advertising. I would like to share the content of this issue with you, and hope it will be helpful to you.

1. Factors affecting advertising effectiveness:

There are many factors that affect advertising effectiveness. We have summarized them for you and analyzed them from the perspectives of clicks, reach, and conversion .

1. The exposure click rate is too low, almost zero or very low . The main reasons are:

Advertising materials: The advertising materials are old and few in number, lacking novelty; or the content of the materials has not been updated for a long time and is outdated, etc.

Media resources: The media used for advertising does not match the advertising audience, or high-quality media resources are not selected.

Advertisement position : Improper ad placement, for example, placing the ad in a hidden area, makes it difficult to attract visitors’ attention.

2. The arrival rate is low, mainly because there is a problem with the loading of the ad page.

3. Low conversion rate and poor conversion effect. The main reasons are:

Page layout: The layout of the conversion process page is unreasonable.

Delivery cycle: The delivery time is short, or the delivery time is unreasonable, such as the delivery time period is not appropriate.

Abnormal traffic : media fraud, inflated traffic and other cheating methods affect the normal delivery effect.

2. The advertising effect is not ideal. How to improve and optimize it?

First, we need to understand the three indicators of advertising: clicks, activations, and registrations , and understand which stage these three indicators are applied to and what impact they have on advertising.

Promotion stage: This stage focuses on clicks ( exposure ), which is the most basic indicator for analyzing the effectiveness of advertising, such as how many users have seen our ads and how many users are interested in our ads or products.

Installation stage: This stage focuses on activation volume and analyzes how many users are actually brought to me through promotion.

Usage stage: This stage focuses on conversion volume (such as registration volume, order volume, etc.), analyzes the usage of installed users, and the ultimate goal of promotion or operation . Are users using our app? Whether to purchase our products, etc.

The purpose of mastering these three indicators is to grasp the browsing behavior of visitors, and then optimize each link of the delivery according to the browsing trajectory of visitors, so as to improve the effect of advertising delivery.

1. Optimize advertising channels :

To optimize advertising channels, especially cross-screen optimization, we can use data analysis tools (such as SiteFlow data analysis system) to analyze the quality of traffic from each advertising channel, optimize advertising materials and promotion pages, thereby increasing CTR and second-jump rate. At the same time, we can analyze the behavior trajectory of visitors on the site, optimize the conversion process, and increase the conversion rate of registration and ordering.

2. Optimize in-site advertising activities

Track various advertising activities and their overall effectiveness, including analyzing the behavior of users participating in the activities and the effects of the activities from the dimensions of advertising, nature, members, non-members, new and old users, and regions, and optimizing and adjusting the resources and content configured for the activities in real time, such as how to select media resources for advertising, how to choose reasonable advertising positions, and the cycle arrangement of advertising delivery. Thereby maximizing the benefits of the activity.

Let’s take an example of advertising effectiveness analysis to illustrate this. Assuming that a user places ads on Sohu and PPTV at the same time, the advertising effectiveness chart is as follows:

(Blue: PPTV Red: Sohu)

From these two diagrams, we can see that the click-through rate of PPTV ads in the "Homepage/Pop-up Channel" is significantly higher, but the reach rate is significantly lower. Finally, we analyzed the reason for the low reach rate based on the advertising format and found that it was caused by misclicks and media anomalies.

3. Troubleshooting of abnormal traffic

Use technical and manual means to check traffic and block abnormal data.

3.1. For IP shielding, you can shield part of the advertising data by IP.

3.2. Conduct manual analysis. This is currently a more effective method and can be carried out from three aspects.

3.2.1. Preliminary judgment based on basic indicators

Are the average number of user clicks, average IP clicks, and average user reach normal? Generally speaking, if they are greater than 2 times, there may be an abnormality. Is the ad reach rate normal? If it is less than the overall proportion of the activity, there may be an abnormality.

3.2.2. Confirmation based on detailed data

Is there a large concentration of data in one or a few regions in terms of regional distribution? Is there a large concentration of data in 24-hour distribution in a certain period or early morning? Is there a large difference in regional distribution or time period orientation in terms of 24-hour distribution data?

3.3. Verification through deep data

Whether there are multiple clicks on the same IP at the same time, or multiple conversion details are generated; whether there is a large ratio of clicks and conversion details on the same IP on the same day; analyze the source of ad clicks to see if there are a large number of click sources that are inconsistent with the media pages.

There are many factors that affect the effectiveness of advertising, and we have only analyzed a part of them above. In short, if the advertising effect is not ideal, don’t be anxious. Find the reason and solve it, and you will naturally get the ideal advertising effect.