Information flow advertising delivery is unstable, how to optimize it?
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Written in front In response to recent feedback from many friends that the traffic on major advertising platforms is very poor, Qingguajun believes that there are two factors: 1) Internet monitoring is becoming increasingly strict, and coupled with the recent handling of some platforms by relevant agencies, the traffic of advertising platforms has been affected; 2) Before May Day, many e-commerce platforms or advertisers with event needs began to buy out traffic (CPT, this model has a higher display priority than CPC) for advertising, which will directly affect the priority display of CPC advertisers. How to deal with traffic fluctuations in the face of the overall environmental impact? In response to the current headaches for everyone, Qingguajun has sorted out the information flow and SEM delivery methods, and combined with delivery cases, to talk about how to optimize the account? 1. The traffic on the information flow platform is poor and the advertising delivery is unstable. How can we optimize it? Taking Toutiao as an example, the "monster" (instability) of traffic is a byproduct of the pursuit of refined matching, and it is also a huge challenge for us in the process of delivery optimization. Although the so-called "monster" quality traffic affects the positive feedback of optimized operations to a certain extent, there are still traces to follow. The following uses an optimized case to illustrate how to use "diffusion delivery" to grasp the rules of "monster" quality traffic. To make it easier to understand, let’s take an example of an advertiser who is seeking to recruit franchisees for a milk tea shop whose conversion goal is to submit a form. Before optimization, the advertiser used CPC (cost per click) and spent a total of more than 30,000 yuan without actually joining the franchise. In this context, the following actions were taken: 1. Research high-quality materials: Research the investment and franchising industry, especially the plans with large investment in the beverage and food segments, and summarize the high-frequency words in the titles as "be your own boss", "profit", "small capital", "quit your job to start a business ", etc. Most of the pictures are in the form of groups of pictures. The themes of the three pictures are store, beverage and customer queues. The landing page is divided into four core modules, namely brand promotion, product introduction, franchise process and conversion components. After extracting the high-quality commonalities, we created two titles , two sets of pictures, and two sets of landing pages, for a total of 8 creatives; 2. Confirm the billing method: As the main product for small and medium-sized enterprises, CPA has the advantage of "no conversion, no deduction" which is obvious in the delivery of form submission as the conversion goal. The acceptable cost for advertisers is ￥100.00 per form; 3. High-price exploration targeting: The target audience is college graduates who want to start a business at a low cost or young people who want to leave the workplace. The preset targeting is 18-23 and 24-30 years old, as well as job hunting and franchise in the interest category. During the cold start period, the price was gradually raised to ￥380.00 to increase the volume, obtain relatively stable display, and successfully collect five conversions; 6. Continuously iterate materials: When the delivery effect began to gradually decline, we found that two of the previous eight creatives had the best delivery effect. In the form, we collected that the issues that users were most concerned about were the joining process and training difficulty. Based on the above information, we adjusted the module order of the landing page and refined the two creatives with better effects, which continued the good delivery effect. The data is as follows: I have summarized a set of theories here: the 257 rule of SEM effect, 2 major directions, 5 capabilities and 7 strategies for your reference. The factors that lead to abnormal account conversion effects can be summarized into the following two major directions. 1. Objective factors Refers to external factors , such as: news events, increased competitors, holidays, increase in new products launched on the platform, etc. This factor is inevitable. We just need to observe what is happening in the outside world and make relevant understanding and adjustments based on the changes in its platform display. 2. Subjective factors Subjective factors refer to human factors, which are caused by the influence of various related operations on the account. For example: adjusting keyword prices, adding a batch of keywords, modifying creative ideas, etc.; all of these will cause differences in the final account data. This factor requires real-time monitoring and observation of these data to make correct adjustments and tracking. Personally, I believe that bidding ability = technical content (30%) + data analysis and delivery strategy (70%). The former is more technical, while the latter is more ideas-oriented. If we break it down, we can divide it into the following 5 capabilities:
1) Account structure (technical) The account structure focuses on technology. It is required to be familiar with the settings of each level in the promotion platform account. Ensure that all keywords under a unit are embedded in the creative idea with smooth sentences and clear semantics. It also facilitates later statistical data and lays a good foundation for future account management optimization work. As some high-end bidders understand, a good account structure is a good start before promotion. 2) Data statistics (technology + ideas) When it comes to data statistics, the emphasis is on technology. A thorough understanding of Excel spreadsheets is required. Apart from the simple daily statistics of some summary data, if you want to have a thorough understanding of all the account data, to monitor the account in real time, to understand it in real time, and to have comprehensive control, although it is a very troublesome thing, it is difficult to analyze the problems with the data by only analyzing some superficial data. 3) Data analysis (ideas + strategies) Data analysis focuses on ideas and strategies. From the daily total consumption comparison trend of the account, we can observe the difference between today's and yesterday's consumption of each plan, and then compare the consumption data of each plan; of course, we can also color-code the plans that are prematurely offline due to insufficient budget in the account, and compare the weekly data of each plan... In short, as long as you have many ideas and thoughts, this data will far exceed the data indicators analyzed above. 4) Account Adjustment (Technology + Ideas + Strategies) Any operation on the account will cause differences in the final data. If the promotion effect of the account is improved after such adjustment, it means that we have made the correct adjustment ideas. On the contrary, after the adjustment, the account fees and costs increase, so we must conduct an analysis and summary to avoid similar situations from happening again next time. 5) Launch strategy (technology + ideas + strategy) As the most advanced part of Baidu bidding, delivery strategy can be implemented in many ways as long as you have ideas. Here we share some delivery methods summarized from practical experience. (Taking medical treatment as an example) Region + disease word placement strategy Delivery method: Create a new plan in the account and name it after the region name for delivery. You can also use a separate account for delivery in order to better plan and count. Promotion time period delivery strategy Delivery method: Launch a new account or create several new plans, and choose a good time node for targeted delivery. Key keyword placement strategy Delivery method: Re-establish some plans and only add key keywords with good conversions for targeted delivery. Keyword low price and wide distribution strategy Many people will use this delivery method. On the one hand, it can get more exposure in search engines , and on the other hand, it can gain more potential customers. Delivery method: Create several new plans in the account for delivery, or use a separate account for delivery. Finally, let’s use cases to illustrate the optimization strategies used in the SEM delivery process. (The case was provided by Mr. Li Huailin from the expert group) Client S conducted search advertising and went through the journey of online brand building together with the client : exposure - efficiency improvement - in-depth cultivation - exploration - innovation. In the early days, clients emphasized market share on search engines to expand their voice. According to the client's goals, the initial strategy is "strong exposure, focused ranking" . Materials are classified according to the product lines of the customer's website to broaden keyword coverage , and after going online, the ranking of high-traffic keywords in key categories is guaranteed. The purpose is to obtain traffic and strongly build user awareness of the brand in this category. As market share stabilizes, customers have higher requirements for results. The strategy at this stage is changed to "strong exposure of preferred keywords, combining exposure and effect into one" . Prioritize keywords with good conversion effects. First, ensure that the keywords are complete and have wide coverage. Second, ensure the ranking. Test between 1st and 4th positions to find the best position for the effect. For high-ranking, high-cost, and low-conversion keywords, adjust prices or matching patterns, lower rankings and traffic, and seek a balance between traffic and backend effects. As exposure and effects become more stable, the strategy at this stage changes to “expand new traffic and introduce new effects” . Constantly expand new words and introduce new traffic; adopt different optimization strategies for new traffic based on conversion data. Keywords with high traffic and high conversion are ranked strongly to ensure exposure; keywords with traffic but no conversion are put into dormant mode and reopened during the activity period; keywords with low traffic and low conversion are tested for the relationship between position, cost and conversion, seeking a reasonable balance among the three. The author of this article @艾奇菌 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services, advertising platform, Longyou Games |
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