Things you must know about traffic, CTR, creativity and landing pages!

As we all know, the essence of information flow advertising is to display products to the right people at the right time and in the right scene. Advertising is content. The essence of information flow advertising optimization is to gain more traffic and make the traffic better quality.

Therefore, there are two key points of information flow advertising: quantity (display and clicks) and conversion (materials, landing pages).

Where is the traffic? How to get more traffic? By the end of last year, Toutiao already had 78 million daily active users, and had a huge amount of traffic. But how can it gain a portion of this traffic for its own account in the media? This requires some operations that cater to the platform's system mechanisms.

Where is the traffic?

Where your traffic is depends on where you are targeting. What percentage of your target customers are on this platform? What information do users usually pay attention to? Which time period is the most active? Which age group has the most distribution?

Target your customers based on products and businesses. The targeting of the account directly affects whether the traffic is accurate. The more accurate the traffic is, the better the CPA and ROI data will be.

Therefore, you need to do a good job of targeting to find your traffic.

However, for a new account, the most important thing is not the orientation, but the following question:

How to get more traffic?

First, let’s understand the concept of eCPM. Baidu Encyclopedia explains it as follows:

The key point is advertising revenue .

eCPM is used by the media to measure the competitiveness of advertising accounts. In order to maximize profits, the media needs to allocate traffic to more competitive advertisements. The higher this indicator of the account, the more willing the media is to allocate the platform's traffic to it, and naturally the greater the exposure it can get.

Therefore, for advertisers, if they want to get more traffic, they must understand eCPM.

eCPM= CTR *CPC [CTR is click-through rate , CPC is the backend bid]

For example:

The CTR of advertiser A is 1%, and the backend bid is 0.6 yuan; the CTR of advertiser B is 2%, and the backend bid is 0.5 yuan. Judging from the bids alone, it seems that A is more competitive than B, but the actual situation may be that B will get more traffic. According to the above formula algorithm, A's eCPM is 6, and B's eCPM is 10. More audiences are willing to click on B's ads, which can bring more revenue to the platform, so B's traffic will naturally be allocated more.

From the above formula, we can also see that the media also needs to make a profit. If advertisers want to obtain more traffic, they not only need a reasonable CPC bid, but CTR is also more important.

How to improve CTR?

Come on, say the two words that are about to come out of your mind - materials!

Excellent creatives can more effectively stimulate CTR growth and are also related to conversion. Creatives have become the most important part of information flow advertising , and both traffic and conversion depend on them.

Regarding how to optimize materials, I push one or two articles almost every week to talk about this issue. Now 90% of the information flow optimization articles on the market are talking about how to optimize materials, so I will not go into details in this article. Since we are talking about the easily overlooked issues in information flow optimization, I will talk about the selection of ad positions .

Each platform has more than one advertising space. Toutiao, UC and Yidian Zixun all have large pictures, picture sets and small pictures. These advertising spaces require different materials and have different focuses.

In the actual process of information flow delivery , we also need to set up different advertising plans for testing for different advertising positions. The same material may have completely different effects in different advertising positions.

Only testing can let you know what position and what kind of materials your product is suitable for.

If you have CTR but no conversion (the conversion here refers to the number of customers converted, such as consultations and registrations), the money spent is definitely wasted, so we also need a high-quality landing page to undertake the conversion (friends who do APP downloads, please connect the APP STORE system by yourself...).

The importance of landing pages is a must for all advertising . Whether it is search engine or information flow conversion, it all depends on the landing page. Through data observation, if the conversion rate is not good, the first thing to check is the landing page, which is also related to the transaction conversion rate and ROI.

There are a few requirements to note for landing pages:

1. Be authentic and highly relevant to the business. Create a landing page based on your own products/business. Don’t just convert for the sake of conversion. In this step, you also have to consider ROI.

2. In addition to the content (promotional news, event information, time period, price, quality, etc.) of the landing page, you also need to pay attention to issues such as typesetting, color matching, and aesthetic layout.

3. The landing page must match the advertising material and have a unified style. The material cannot have one style and the landing page cannot have another style. Otherwise, people who are really interested in clicking on the ad will doubt whether they clicked on the wrong one and lose users, thus reducing the conversion rate.

4. Prepare more landing pages. Before going online, you need to test a lot and record the data. Use the same advertising material to conduct more AB page tests. At the same time, adjust the page according to the data. Occasionally, you can rely on your feeling, but you can't let your intuition dominate your optimization.

After obtaining resources, they have to be turned into money. If you want to increase the transaction conversion rate and improve ROI, you need to communicate with the sales team (customer service), inform the sales team of the content of the landing page, and work together.

Having said that, the transaction is also related to the ability of the salesperson himself. As an advertising operator , you should strive to improve performance from the above perspectives, and the rest will have to rely more on the company's own platform.

Finally, a small TIP:

Since I took this position, although I have a cooperative relationship with technology, planning, art, and sales (customer service), everyone stands at different angles and positions, and conflicts are inevitable. At this time, I need to know a little about code, design, etc., so that I will not be at a loss for words and lose my footing when arguing. I hope all my colleagues will do their best!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @伯通 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map