Taking stock of my bitter experience in DSP information flow delivery! (Original upgraded version)
|
This is not the first time I’ve shared this experience with you. This time, the article has been updated accordingly based on the recent changes in information flow advertising . The author had the honor to participate in the promotion of a heavy game of the company. Since the promotion, all mainstream DSP platforms on the market have invested in it. Today I will talk about the characteristics and user quality of each DSP platform in bits and pieces. It should be noted in advance that the views in this article are limited to the iOS traffic of each platform, and the evaluation is based on the performance of the game data I put out. The data performance of different industries and even different games on various platforms may be inconsistent. Those who have different opinions from this article are welcome to discuss, but please do not disturb us. 1. GuangDianTong Guangdiantong is a platform that people both love and hate. After reaching a certain stage of promotion, a bottleneck period will appear. In summary, iOS has volume, but the volume of iOS needs to be snatched away, and the cost will continue to soar; user activity is good, but the ability to pay is poor. The main traffic source of GuangDianTong is QQ Space. The daily activity of QQ Space is undoubtedly good. The author's game was released on GuangDianTong. The game package is several hundred megabytes. At its peak, the daily activation on iOS could reach 30,000. Even now, after a relatively long period of time, the average daily activation is still 1,000, which is unmatched by other platforms . If it is still difficult to get volume through CPC bidding, it is recommended to try the new OPCA bidding model. When the OPCA unit price is high, it is easier to grab volume. The games I promote usually have 500+ activations when the ocpa bid reaches 70-80. However, the cost of GuangDianTong is difficult to control , and the competition for iOS traffic in the gaming industry has intensified. From March and April this year, the average e CPM value of the GuangDianTong platform has almost doubled as of September now. For advertisers, the cost of grabbing traffic on GuangDianTong has been soaring. It's a sad story. The activation cost of our GuangDianTong service has dropped from less than 10 yuan at its peak to over 80 yuan now. Another thing is that GuangDianTong's users tend to be younger . If you think about it, you will know that most of the people who use QQ Space around you are under 22 years old. Especially during the winter and summer vacations, when students are on vacation, the proportion of younger users will be larger. This group of users has poor paying ability, but is quite active in the game. Another feature of the Guangdiantong platform is that good and popular IPs are adapted into mobile games with the same name, which has created a grand trend of star chasing. As well as some mobile games adapted from classic web games on the QQ Game Hall, such as King of Fighters products. Tencent's games are easier to promote, and the platforms within Tencent share traffic with each other. Another point is that the Guangdiantong platform should avoid shutting down accounts or suspending delivery . Suspending delivery has a huge impact on the account. A single suspension may ruin the account beyond recovery. The traffic allocated by the system and the quality of the traffic will be greatly affected. When the promotion of GuangDianTong reaches a certain stage, it will make people feel very embarrassed. There is a scale, but the cost is difficult to control, and the recovery speed cannot keep up. What should we do? It's a pity to eat a little bit of it and throw it away. So should I continue investing? We are investing anyway, so we suggest you don’t invest (leave the volume to us, there is no harm without competition!!!). 2. Toutiao In my opinion, Toutiao is a platform that is not worth spending too much energy on and where the input and output are not proportional. We attach great importance to it and constantly optimize it, but the results are often disappointing. First of all, it is extremely difficult to grab the volume of Toutiao on iOS. It can be said that the volume on iOS is almost non-existent. It is really difficult to increase the volume. The author launches new plans and new materials every day, but the best he can achieve is 300 activations a day. In addition, my family has also placed opening screens purchased through CPT of Toutiao, and information flow GD and other resources, which were purchased based on a fixed exposure, and the cost was staggering. I feel that Toutiao is over-commercialized and its own traffic cannot support so many advertisements , resulting in small volume. Although Toutiao is small in size, it is still a small piece of meat. How to optimize Toutiao? The click-through rate of Toutiao’s materials is critical and directly determines the distribution of traffic. If the click-through rate of the account's advertising plan remains low, you will need to increase the CPC bid to grab volume. After the system gives the volume, the click-through rate will drop further as the traffic increases, and you will need to increase the bid again, falling into a vicious circle. If your account has been in a state of low clicks, it will directly affect the quality of the account. For new advertising plans, the system will also assume that your click rate is very low and give very little volume. Therefore, the author recommends that for materials with a click-through rate of less than 0.8% on Toutiao, you should check the conversion rate . If the conversion rate is not good, you can close it directly . If the conversion rate is good, you can try to increase the bid. Materials with high click-through rates but poor conversion rates must be turned off. They have no effect and will only cost you money and contribute to the advertising platform. Another thing is that you can try the GIF ad space with connotation jokes, which has a good conversion rate. Another thing I want to complain about is that Toutiao's system is very weird. It seems that since mid-May this year, inexplicable bugs have appeared. It's hard to explain, but I can only understand it. The number of completed downloads in the background is inexplicably high. The conversion rate from the number of completed downloads in the background to the actual activation is lower than 10%. I have also invested in a project at home, and have not found the problem so far. Sometimes the click-through rate of the material is high, and it suddenly explodes, silently burning tens of thousands of dollars in an hour or two. You need to keep an eye on it at all times, or set a budget cap, otherwise the money will be burned if you are not careful. After changing to a new background, there is also an inexplicable lack of traffic. Anyway, these are all bizarre incidents. All I can say is that you should keep a close eye on the backend delivery end, otherwise you will be the one who suffers. If something goes wrong, you can only write your resignation letter in tears. After saying so much about Toutiao, you may wonder why everyone is so obsessed with such a bad platform. That’s because its users pay! ! ! What can I do? Toutiao has abused me thousands of times, but I still treat Toutiao like my first love. As long as you grab the users of Toutiao, their ability to pay will definitely be strong. So everyone should wipe away their tears, open the background and continue operating. (The above comments are based only on my personal experience. Many friends have also made good investments on this platform. It depends on your opinion.) 3. UC Headlines Compared with Toutiao, UC Toutiao is really a worry-free baby. iOS has volume and costs are controllable. The system is relatively simple and stable. But user payment is slightly lower than Toutiao. Many people may say that Android users account for a large proportion of UC Toutiao, while iOS has no volume, but the facts we have discovered tell us that iOS has volume, it has volume! And the background is relatively simple and very stable. As long as a plan is launched, you can rest assured. The material degradation cycle is very long, and the same material can be used for a month without any problems, and the cost is also controllable. For the games I have launched, UC Toutiao has basically been able to maintain a stable average of 700 daily activations. The cost is negligible and the fluctuation is not large, but the ROI is lower than that of Toutiao. According to gossip, the stability of UC Toutiao system has been greatly improved in the second half of the year, the traffic is stable, and the user quality has also improved, which is waiting to be verified by everyone. Although the UC Toutiao system is stable, it is unreasonable. Just like Guangdiantong, you must not suspend delivery and you cannot shut down the account. The higher the accumulated consumption of an account, the higher the weight. Once it is shut down, the system will judge the account as being in poor condition and directly put it into cold storage. The author has fallen into this pit twice. After the first reopening, the account went from an average daily activation of around 700 as mentioned above to below 100 activations, with a cost of 100+. Another reopening went from around 300 activations a day to below 100 again. I won’t say any more, it’s all tears. I’ll go open a new account first. 4. Smart Push The game promoted by Zhihui has never gained popularity because of low volume and difficult to control costs. The reason may be that the package is too large, several hundred megabytes. Before investing, I heard many agents say that XXX's game Zhihuitui has more than 1,000 activations every day, and XXX's games invested in our company consume tens of thousands every day. After actually investing, I found that fairy tales are all lies. Zhihuitui may be suitable for promoting some casual games with smaller packages. One of the reasons why the author’s game Zhihuitui has low popularity is that the materials of Zhihuitui are difficult to control. The conversion cost of materials that are more promotional in nature is high. However, game scene graphs are difficult to pass material review. It has been more than 5 months since it was launched, but we still haven't found a direction for the material. Anyone with successful experience please advise! ! Although there is no volume, Zhihuitui’s users have strong paying ability and the recovery of the investment is very good. The recommendation is to purchase within an acceptable cost range without forcing the required quantity. 5. The three major alliance traffic giants Inmobi/Glispa/Mobvista I won’t comment on admob here, as the author’s game did not get off the ground with admob due to its high cost. Highly recommended: InMobi/Glispa/Mobvista three alliance traffic platforms. Large scale, controllable costs, and high user quality. These three platforms are all affiliate traffic providers, gathering traffic from many large, medium and small apps. InMobi has its own CBP bidding model, which is optimized according to CPA bidding. CBP=C VR *CPA bidding, and CVR refers to the conversion rate from click to activation. The advertiser offers an acceptable CPA price, and the system calculates the conversion rate from clicks to activations based on the activation data sent back. CPA bidding is fixed. The higher the conversion rate, the easier it is to grab volume. Therefore, InMobi delivery needs to pay attention to the conversion rate from click to activation at all times. 3-5 sets of materials need to be updated per week. Glispa and Mobvista purchase at a fixed price. After receiving the order, the platform will release the demand to the offline alliance channel merchants. Therefore, the price is fixed. Advertisers only need to decide whether to increase or decrease the purchase price based on traffic and recycling conditions, and promptly feedback data to the platform to facilitate offline channel optimization. For affiliate traffic, the results of different products vary greatly. It is recommended that you give it a try and choose a platform that is suitable for your product to promote. 6. Overseas video channels Vungle/Unity The traffic of both platforms comes from some single-click or online game interstitial ads, mainly video ads. There is quantity, but the quality of users' opinions vary. The background also follows the activation bid. The system will determine the distribution of traffic based on two reference factors: the conversion rate from the allocated display to the final activation + the activation bid. If the conversion rate is low, you may be assigned low-quality user traffic from some platforms, and the payment situation will be bad. Therefore, it is also necessary to pay attention to the conversion rate at all times and improve the competitiveness of advertising plans. It is also recommended that you try to launch the campaign and decide whether to continue based on the results of the campaign. 7. Special period of e-commerce sales During the recent Double Eleven , the e-commerce industry took away most of the volume. Among the platforms I have invested in, Toutiao's traffic fluctuates greatly, and the account traffic is obviously different from the overall market traffic. GuangDianTong’s traffic remains strong. Above the small fresh dividing line. The views expressed in this article are based on the author’s personal experience and are not universally applicable. If you have different opinions, please leave a message in the comment section to discuss. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @灰熊 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting! Site Map |
<<: How to enter the Daily Specials Factory Store?
>>: [Case] With the right copywriting, CTR increased 6.3 times!
Recommend
New media operation: How to build your own internal and external matrix?
In this article, the author will talk to you abou...
Tik Tok, Kuaishou or Bilibili? How do brands choose short videos?
Recently, Bilibili has become popular because of ...
In 2017, who will be the first to gain an oligopoly in the live streaming market?
At the beginning of 2017, the live broadcast mark...
Wuhan launches a rescue channel for non-local people stranded in Wuhan! What kind of living security is provided? Attached is the full text of the announcement!
Wuhan City announced a "city lockdown" ...
What are the pitfalls of placing advertisements on official accounts? How to improve the conversion rate of advertising copy?
In the past two days, a friend complained to Qing...
Dismantling the "Hot Pot Restaurant" Gamification Private Domain Community Case
The Internet circle is familiar with the concept ...
Which creative ideas are not suitable for promotion in Baidu bidding?
As a SEM bidder, after making a plan, I submitted...
A complete operational plan planning idea, take it for free! ! !
Writing a plan is an important skill that must be...
How to use Zhihu to effectively attract traffic and promote products?
What kind of platform is Zhihu? To study traffic ...
Analysis of advertising placement on Xiaohongshu & Zhihu
On March 5, Zhihu officially submitted its prospe...
Summary and conclusion of Apple Store and Google Play app releases!
App release has become a crucial part of the prod...
What are the functions of the insurance mini program? How much does it cost to develop a WeChat insurance mini program?
Not long ago, a colleague of mine bought another i...
The essential change of live streaming sales: from focusing on traffic to focusing on conversion
What’s the most popular thing in the past six mon...
How much does a four-day tour to Hong Kong and Macau cost?
If you travel independently, all the expenses wil...
Rules and features of Facebook advertising in 2019!
In the social media industry, “speed is everythin...