Is the effect of information flow advertising poor? You may need an operations plan!

As the first step of the operation plan, we use testing as a starting point to explore the cost of delivery and optimization ideas, and conduct analysis in order to obtain preliminary data.

Set a time period of 3-7 days that includes weekdays and weekends, bid conservatively with the awareness of risk control, and try to cover all ad positions (for example, Xiaomi App Store positions such as boutique lists, homepage focus banners, search results pages, and rankings ). Record the basic volume and focus on resources with lower costs and good conversion rates. At the same time, observe the consumption during the app download period, grab the volume during peak hours and control the volume during low hours. Then compare the data before and after the release to make an estimate, draw conclusions, and then plan the next stage.

Refer to the data obtained during the testing period and optimize to obtain a larger number of conversions while lowering/maintaining the bid during the optimization period.

Simply put, it is to magnify the advantages and eliminate the disadvantages. We will test the advertising position effect under the premise of fixed bidding, adjust to the optimal delivery combination ratio, and then use time-sharing bidding (peak high price), optimize product information ( landing page details) and other means to improve conversion rate.

After the optimization period, the delivery situation tends to be stable, with a focus on high-quality resources. Annual and monthly delivery plans are formulated according to the industry's peak and off-seasons, festivals, and event nodes. The goal is to maximize utility within a reasonable budget control range. At the same time, non-standard resources are introduced to boost traffic, combined with event diversion to obtain more user traffic .

Organize different activities to attract users and boost conversion rates. During this period, the operational ideas need to coordinate with the rhythm of the activities, add relevant activity benefit information points in the ICON title , product description , etc. to attract users; increase prices to grab volume and maintain high exposure; don’t forget, you also need to monitor the delivery status and ranking of competing products at the same time to avoid volume monopoly.

During the ensuing period of the activity, we should launch it according to the time period and maintain the volume while controlling the cost.

Summarize