I believe everyone is familiar with information flow advertising . The Toutiao and Zhihu that we see on the bus every day are all information flow advertising. Any friend in the Internet advertising circle can easily name the current TOP10 information flow delivery platforms, advertising display formats and delivery strategies, but do we really know how to optimize information flow advertising? Do we understand the reasons for different data changes? Don’t get excited yet, let’s find a quiet environment and calm down. We will try to re-examine this logical system from three data dimensions. I believe that our ideas will be clearer after reading it. First of all, assuming that the final evaluation KPI of advertising is the effective customer acquisition cost, and the bidding method is CPC, the data we can get from the media during the delivery include the daily display volume , click volume , and cost consumption, three core indicators. Now let's start to analyze them one by one. The article mentions four basic terms. Let me explain them to you first:
1. Basic data of information flow channel delivery - display volumeImpressions ——The display volume is easy to understand. It is the number of times the advertisement is exposed, which is the most basic data of the delivery data. Several factors affect the display volume: Daily budget: In the same category, if the daily budget of plan A is 1,000 and the daily budget of plan B is 5,000, then the media will predict that plan B has a higher traffic demand and will allocate more traffic to plan B to give it enough space to display advertisements. Click-through rate: This is the core data that directly affects the amount of impressions. The core KPI for media operators is CPM (cost per thousand impressions). The higher the click-through rate, the higher the CPM. The media will naturally allocate more traffic. Relevance: After all, the media also serves people. The media prefers content that users like. The core evaluation criteria are click-through rate/visit duration. Update frequency: The frequency of changing materials/ copywriting (generally, if the same version of materials is used for more than one month, the display volume/click rate will drop significantly) Historical performance: account effective time, overall click-through rate, delivery duration, and consumption amount (this is more difficult to control. In daily delivery, the weight has little impact, but during holidays and major promotions, it will immediately become a core indicator) Suggestion: Maintaining a stable exposure is a prerequisite for ensuring the effectiveness of the delivery. Whether the media gives exposure is actually assessed by the cost per thousand impressions (CPM). In the early stage when the delivery material is suitable for the product audience, try to test as much as possible to optimize the click-through rate. 2. Historical click-through rate determines the quality of the advertising planClick-through rate (CTR) ——Upload multiple sets of creative ideas and look for high-click materials Several factors affect click-through rate: Channel tone: The content and creative copy should not be too official, and the materials should be produced in accordance with the usage habits of channel users . Don't be self-congratulatory Copy title : Within the effective reading time (3 seconds), explain the copy with reasoning and write copy that can attract users' attention. (Here is a pitfall I have fallen into. If the copy/picture includes the product price, although it can increase the efficiency of traffic, the click-through rate will often drop significantly. The media will determine that users do not like this ad and will no longer show it. Even if a higher click price is given, it may not necessarily exchange for the same amount of display. Of course, if the product price itself is the selling point, then there is no problem at all.) Audience targeting: The accuracy of the advertising audience is also an important factor affecting the click-through rate. In my work, I have found that no matter how the copy/materials are adjusted, the click-through rate cannot be increased. Later we found that we had targeted a large number of people who were not suitable for the product. For example, if the product we are launching is home decoration, and we set unlimited in the audience, then a large number of users will not be interested in the product, resulting in a low overall CTR. At this time, we need to set the audience to filter out irrelevant people, reduce invalid losses and improve the overall CTR. Suggestion: Good materials can significantly increase the CTR of advertisements, while the CPC will also decrease significantly. Ultimately optimize overall ROI. 3. Clear bidding strategy improves ROI Average CPC ——Budget for this month, plan ahead Several factors affect the average click price: Competition level: When the number of competitors increases, everyone will inevitably increase their advertising bids in order to grab more traffic. At this time, the competition from competitors and the increase in their own bids will lead to a significant increase in CPC. For example, on JD.com’s 6.18, we found that even if the bid was twice as high as usual, it would not be displayed. (When placing an ad, you should always consider ROI. There is no need to follow up after CPC exceeds a certain critical point. If you fight against big companies, you will only hurt yourself.) Bid: The bid is generally 20% higher than the current CPC, mainly to ensure that when the CTR drops significantly, the CPC will automatically increase to ensure the CPM. (According to actual measurements, CTR increases significantly and CPC decreases accordingly) Recommendation: When any channel is launched, the ROI will be high, because the media account also needs 7-14 days of account optimization. Improve the quality of your account. The higher the quality of your account, the more stable your subsequent investment costs will be. The same bid can get more exposure. Set a daily budget before launching the ad. Don’t pause the ad immediately if you feel the cost is high after a few days of running the ad. From my personal experience, it takes at least one week of continuous running for the data to be truly valuable as a reference. 3. From the official screenshots, see which factors affect the quality scoreDelivery strategy: Plan the optimization of quality. As a basic skill for delivery partners, all influencing factors should be planned before advertising is launched. Keep a clear delivery idea and do not test blindly. The core problem points must be found every time optimization is carried out to achieve twice the result with half the effort. Thinking mode: Use 80% of your time to think about strategies and leave 20% of your time to execute them to avoid being overwhelmed by trivial matters. 4. Practical skills sharingHow to maintain sustained growth in performance in 2016 when traffic is becoming increasingly expensive? It is a recognized fact in the Internet circle that the growth in the number of Internet users is slowing down, while the cost of acquiring traffic is getting higher and higher. What’s even more terrifying is that for some products, even when traffic continues to grow, the conversion rate continues to decline. The decline in conversion rate has also brought about a series of reactions. The first is the reduction in online advertising budgets, which means that with traffic becoming more and more expensive today, the only way to maintain corporate performance growth is to work hard within the limited traffic and continuously improve the conversion rate. The author is also responsible for advertising in six cities in the company. Based on the department's performance of 300 million last year, the performance in the first half of 2016 increased by 30% compared with 2015. As traffic becomes more and more expensive, we can only work on continuously improving conversion rates. I have tried to summarize 10 optimization suggestions for information flow channel delivery, and at the request of Mantoujun, I would like to share them with you! I hope this helps you guys. 【Content Production】 Try to use native images instead of promotional poster-style advertising materials. Information flow channels are mostly news and information apps, and advertisements also need to be consistent with the surrounding news and information environment. Native images are less inconsistent than promotional posters. After testing, the CTR and cost of native images are better than those of promotional posters. 【Copywriting tone】 The copywriting should be closer to the user's thinking, rather than just displaying the product's selling points (which seems too advertising-like). 【Collect information】 Method 1: Before launching the campaign, register a new account and focus on collecting advertisements of similar products on Toutiao for a few days. The advertisements we can see every day must be the ones with the largest impressions. Method 2: Choose a title that can be understood within 5 seconds, and classify it according to the title pattern. A large number of impressions means that the backend gives a lot of impressions, and advertisers are willing to continue investing, which also shows that the conversion effect of this plan is good. It is worth learning from these copywriting routines. 【Content Testing】 Choose a channel, create 5-10 sets of materials, and select "rotation mode" to find the material with the best conversion rate: 3. Collect data at least once a week, and select the top three CTRs in the report, and invest your money in the promotion channels with the best click-through rates. 【Landing page production】 Small amount and short screen The characteristics of APP information flow channels determine that users will not spend too much time on one page. When making landing pages, try to select only a single group of people to bring a single benefit. If a single page can explain something clearly, don’t use H5 (except for branding activities) Landing page optimization requirements: 2. Open within 10 seconds, the consultation/registration box can be opened at any time. Selection indicators: 3. If the bounce rate is higher than 92%, you need to consider further optimization (85% is OK, 70% is very good) 4. More than 2 versions of the page need to be prepared and tested together when the account is online. Take a look at the landing page of the decoration quotation in the figure below. The download button and the most important selling point are placed on the floating layer at the bottom of the page. No matter how the page is slid, it is always in a prominent position. Generally, when using a mobile phone, it is easiest to point to this position with the thumb. Users who are interested can immediately click to jump to the download. 【Target Audience】 Comparative data testing There are two tips on setting the audience 1. In the initial stage of delivery, it is not appropriate to set the audience in detail. Information flow delivery is based on user models, and the number of users who can receive the advertisements after delivery will not be too far-fetched. If the audience is set too narrow in the early stage, it will lead to a very long optimization cycle. Even people who perform well in other channels will perform differently on different media platforms. The cost of this initial testing cannot be saved. Once the account stabilizes in the later stage, the ROI of the investment will naturally drop significantly. 2. Bidding optimization should be adjusted based on the actual data of the platform rather than experience, because experience is not consistent with the audience performance of the media platform. When a certain amount of data has been accumulated, it is recommended that the advertising plan reach 10,000 clicks (8,000 cost), and then according to the delivery plan with good conversion effect, check the audience analysis in the background and adjust the audience of the advertising plan accordingly. 【Distribution channel selection】 3. Compare and analyze the data from each channel. After a certain amount of data has been accumulated, it is recommended that the advertising plan reach 10,000 clicks (cost 8,000). Then, based on the delivery plan with good conversion effect, check the audience analysis in the background and adjust the audience of the advertising plan accordingly. The advertising channel delivery strategy has been clarified. This is already better than 80% of my friends! If you want to supplement the remaining 20%, go to the GA website data analysis section immediately. Start data tuning! 5. GA website data analysisThere are 3 tips on setting channel time selection 1. It is better to choose the time period with excellent conversion to dominate the screen than to place the content evenly 2. The selection of time period needs to be based on a certain amount of data (more than 10,000 UVs) 3. Don’t choose the time period based on experience, and you need to collect data through different channels. Don’t be complacent! 2. Data recovery and optimization - selection of landing pages【Landing Page Selection】 1. During the advertising process, you often encounter the situation where several pages are delivered at the same time. At this time, GA needs to segment the channels and collect the conversion data of each page. 2. Review and optimize the landing page. The testing cycle should be more than 2 weeks. 3. Data recovery and optimization - AB testing of delivery pages【Page AB test】 1. In the AB test of the page, it should be noted that the page must be under the same theme and fine-tuned. The result of the test is to know what changes have led to different conversion rates, not just to know how much sales can be brought by which version of the page (this is what the boss needs to know, what changes have led to different conversion rates, this is personal experience, this is your core competitiveness.) 2. The page AB test must have at least a certain amount of data, otherwise it is easy to draw wrong conclusions 4. Data recovery and optimization—traffic/content attribution investigation【Landing page bounce rate】 The three main culprits of high landing page bounce rates are:
Troubleshooting opening speed issues: Use Google Analytics : https://developers.google.com/speed/pagespeed/insights/ Troubleshoot traffic quality/landing page content issues Conclusion: The bounce rate of natural traffic is high, and the bounce rate of paid traffic is also high, so it is likely that there is a problem with the page. Conclusion: The bounce rate of natural traffic is low, while the bounce rate of paid traffic is high, so there is a high possibility that there is a problem with the traffic. 5. Data recovery and optimization—channel effect comparison and analysis (key points)【Comparative analysis of channel effects】 By comparing and analyzing the conversion effects of multiple channels, you can immediately understand the real conversion value of each channel, which provides great help in the allocation and application of advertising costs. 6. Data recovery and optimization - channel-assisted conversion value (key point)【Channel assisted conversion value】 Assisted conversion and attribution analysis are unique features of GA analysis. Different from traditional result attribution data statistics, GA assigns different values to each channel based on the user's access trajectory, thereby obtaining data that is close to the facts. The sharing ends here. Being able to fully understand and execute channel selection and optimization is already better than 90% of the publishers——— Content production - advertising - data collection - adjustment and optimization If we can supplement this with investigation and understanding of users, we will have formed a complete loop that is sufficient to continuously guide the direction of the business. The author of this article @Fei Yue compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services, advertising platform, Longyou Games |
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