Information flow advertising | Learn the correct method to increase exposure!

My friends, I believe many of you are worried about why your advertisement is not exposed. Why can’t I spend money on my advertising? Why isn’t my ad converting ?

In the delivery of information flow advertising , these problems seem to be a "common problem" for everyone, that is, everyone will encounter these problems, but when we encounter these problems, everyone's operation and optimization methods are improper, thus turning good advertisements into junk advertisements, and making advertisements with sufficient exposure no longer run.

When it comes to information flow advertising , exposure is our primary task and is also the upstream source of conversion results. But for some friends, advertising exposure has become a difficult problem that we are unable to overcome.

Win exposure opportunities → Win customer clicks → Get conversions

The three stages are closely related, and the goal of promotion optimization is to do each step well and perform each step meticulously. Thereby maximizing the promotion effect.

Let’s first briefly talk about whether we have ever made the following wrong operations or thoughts during the advertising process.

1. As long as the advertising bid is high, exposure is guaranteed...
2. The more creative the advertisement, the greater the exposure…
3. Only high- traffic ad spaces will have greater exposure….

These are problems that many advertisers will encounter during advertising. Due to lack of experience in advertising, these problems have gradually become misunderstandings of some advertisers in actual operations.

How do advertisements compete with each other?
Who will eventually get the advertising space and what factors determine it?

We can use a simple example to illustrate (Tencent social advertising platform):

If the advertising space is compared to a girl waiting to be married, the method of selecting excellent advertisements can be compared to a martial arts competition to win a husband.

Suppose there are three contestants (advertisement) facing competition at this time, and all of them want to marry the girl, but their fighting strength values ​​are different. A's fighting strength value is 100, B's fighting strength value is 98, and C's fighting strength value is weaker, only 90.

Perhaps in the eyes of ordinary people, C is bound to lose at this point. However, due to C's excellent quality and other comprehensive conditions, he was recognized by the girl and given a higher comprehensive score than AB. In the end, C, who had the weakest strength, "married" the dream advertising position as he wished.

This is Tencent's unique way of judging social advertising. After the ad goes online, the system will automatically give a quality score based on your account situation. The value obtained by multiplying the bid by the quality score is the competitiveness of this ad.

Let’s go back to the example just mentioned. Although A and B’s bids are higher than C’s, C’s advertising account quality score has always been very high. At this time, although C’s bid is low, its overall score is still higher than A and B.

It can be seen that what determines the exposure of an account is not just the bid or the creativity, but a measure of multiple factors together. Ads with the same target audience are given the opportunity to compete for display based on their comprehensive score ranking.

So the question is, friends will ask: What is quality score? How to obtain quality points? What is Quality Score? The quality score of an ad is mainly affected by the following factors:

1. CTR ( click-through rate ). The click-through rate can intuitively reflect whether the advertisement has won the favor of customers after exposure. Every click by a user is actually a vote for your ad.

Generally speaking, we can increase the clicks on ads through creative materials, but what is more important than creativity is the precise targeting of the audience.

Precision is an important prerequisite for ensuring the effectiveness of promotion. Providing the right information to the right people is also the long-term pursuit of Tencent social advertising. Imagine an advertisement for women's shoes. No matter how brilliantly written the creative material is, if it is pushed to a male user group, the effect will inevitably be greatly reduced.

2. Relevance. Relevance means that advertisers are able to accurately target users and the content is popular among netizens. How to tell if your ad is relevant? The key is whether users are interested in your ad.

When a user sees this advertisement on QQ Space, if she really doesn't like it, she may click the close button in the upper right corner and provide feedback. After receiving user feedback, the advertising system will also optimize the user's advertising display logic in subsequent advertising display strategies to improve the experience. Therefore, when placing advertisements, we must be careful to identify the right audience and avoid making the content vulgar and offensive.

Doesn’t the following advertisement have great temptation and curiosity? What kind of game is it that makes “you beg your husband for a long time to help you play it?” and the couple fight side by side. We can be "obscene", sorry there is a problem with the input method.

3. Stability and delivery duration. Stable online delivery means that the advertisement must have stable daily exposure, generally more than 5,000. The delivery duration cannot exceed the lower limit. Good performance in these two data will help improve the quality score.

4. Freshness. The advertising playback strategy will include a determination of the number of times the same user sees the same advertisement or advertisements of the same category, in order to ensure user experience . How to improve it? This requires advertisers to update their creative ideas. Generally speaking, the effectiveness of an advertisement may diminish after about seven days of running, so it is recommended that the creative update cycle be controlled within seven days.

Below is an advertisement for Haagen-Dazs that I saw on my WeChat Moments this morning. Most of the ads on WeChat Moments are from big brands.

How to get big exposure? In fact, as long as you can grasp the following points, it is not difficult to increase exposure:

1. The orientation is precise enough. If you want to increase the click-through rate of your ads, you cannot rely solely on creativity. In fact, what is more important than creativity is the accuracy of the target audience. Reasonably set the orientation and reference exposure estimates. Relax the targeting conditions, refer to the exposure estimates, and take into account both traffic and precision, and your ads will find the right audience.

2. Creative ideas should be diverse. Observe data changes in a timely manner and update creativity to ensure the freshness of the materials. Practice shows that within 3 hours of an ad being launched, if the exposure and clicks are very low, it is necessary to adjust the bid and targeting conditions in a timely manner. If ineffective, the creative needs to be replaced.

3. The specifications must be complete. Submit materials in as many sizes as possible and try different ad sizes to increase exposure opportunities and ensure that they are exposed on more than one page.

4. Duration and stability of delivery. This is an important condition for adding points to your account, so be sure to pay attention to it.

5. Optimize your bids. No matter how good the advertisement is, it will not be able to exert its advantages if the price is not competitive. When the quality score is very poor, you have to compete on price to increase exposure.

Next, let’s take an excellent account with millions of exposures as an example to see how it is done:

Excellent account display:

• CTR: CTR is higher than the market average;
• Freshness: at least a batch of new ideas will be discussed every week. • Diversity: >5 plans will be launched at the same time; the traffic generation plan has 20~40 advertising ideas "in progress";
• Relevance: accurate positioning and non-vulgar;
• Stability: The daily exposure of qualified ads is stable > 5000;
• Delivery duration: The ad will not be taken offline early