Information flow advertising material placement ranking competition, if you cooperate well, you will win!

A tank. I play jungle. Team fight in the middle lane. Return to defend the high ground. Hold on, I'll steal the tower.

If you are a fan of the game King of Glory

The most heartbreaking thing is to hear...

"Our crystal is being attacked."

Don’t you feel guilty about not cooperating with you in ranking games?

In fact, the delivery of information flow advertising materials is like a 5V5 qualifying match. If you coordinate well in all aspects strategically, you will win!

My colleagues who work in operations optimization sometimes ask me: " Why do the exposure and click-through rates of the information flow advertising materials we put out are good, but the back-end conversions cannot keep up?" In fact, the reason why ROI cannot be improved is most likely related to your advertising material delivery allocation strategy.

When operating information flow advertising materials, one thing to keep in mind is: "Don't put all your eggs in one basket." This sentence reveals three messages: First, investment is risky; second, prevent risk concentration; third, it is recommended to diversify risks. In order to prevent the concentration of delivery risks, the delivery ratio of information flow advertising materials must be considered from multiple dimensions, and a set of reasonable delivery allocation strategies must be analyzed and summarized to maximize ROI.

Below we take the test delivery of financial information flow advertising materials as an example to share some thoughts on advertising delivery allocation strategies.

Taking the financial management products launched on the Xiaomi platform as a test, we designed different types of "material pictures + copywriting " materials according to the user characteristics and financial management habits of the Xiaomi platform. The most common materials are as follows:

1. Material pictures and texts of story-telling native ads that are close to life scenes.

2. Graphics and text that highlight safety.

3. Graphics and text that highlight the product’s benefits.

4. Graphics and text that highlight brand certification and brand user benefits.

The test of background data shows:

We will find that in terms of click-through rate, by comparing the above four types of materials, we can see that story-based native advertising materials that are close to life scenes have the highest click-through rate, indicating that this type of material is most likely to make users feel involved and is conducive to bringing in volume.

But look at the following data:

From the perspective of download conversion rate , we will find a problem: although the click-through rate of story-based native ads is the highest, the back-end download conversion rate is not the best. The reason may be that users are interested in the material, but if they click on the landing page and find that the actual content is quite different from the promotion , users are generally unwilling to pay, which directly lowers the download conversion rate on the back end.

Although the click-through rate of materials that highlight safety is relatively low, the actual experience is real and meets the needs of users, so the download conversion rate will naturally increase. If you simply use materials with the highest download conversion rate to bring in traffic, such as security materials, the click-through rate of such materials is too low, and coupled with problems with the media backend algorithm, the materials will not be able to bring in large traffic .

Based on such changes, if you want to achieve the most cost-effective delivery effect for your promotional products, you must flexibly formulate advertising material delivery strategies and balance delivery costs.

1. Disperse materials in multiple dimensions to achieve different delivery effects.

When we promote a product, we can consider allocating the budget in this way: put 40% of the budget on story-based native advertising materials with relatively high click-through rates, which will help the product to be exposed in the early stages and attract potential users. At the same time, put 60% of the budget on materials that highlight security and have relatively high download conversion rates, find potential users, and help back-end product conversions, thus forming a relatively complete financial information flow advertising material delivery strategy.

2. Find the correct proportion of different materials in different dimensions and balance the delivery costs.

A single material delivery strategy is not advisable. In practice, the placement of advertising materials needs to take into account different goals and needs in multiple dimensions, such as click-through rate, activation volume , registration volume, various costs and budgets, etc., to find the most cost-effective balance point for material placement between different dimensions, and summarize several relatively better material placement plans based on the placement cost.

3. Monitor background data and adjust material delivery strategies in a timely manner.

The material delivery strategy cannot remain unchanged, and the delivery ratio needs to be adjusted in a timely manner based on the back-end conversion data.

This is like a high-quality 5V5 ranking match, which requires selecting the best hero combination and using strategic cooperation to increase the chance of winning. The same principle applies to the operation and delivery of information flow advertising materials. Story-based native advertising materials are like the meat shield in King of Glory, which is used to attract clicks and easily bring out more activations. Materials that highlight safety are like shooters, which are conducive to output conversions such as product downloads, and materials that highlight interest points are equivalent to mages, which play a development and auxiliary role. With good player skills and strategic allocation of materials, it is easy to achieve high ROI.