How to complete OPPO bidding within ten days?

After changing to a new job, the first task was to take over the manufacturer's placement. The first one to be conquered was OPPO. Although the scale was not small, it could be treated as a new APP because it had not been launched for two years.

In 3 days , the download volume was optimized to 10 times that before the launch.

In 9 days , the download cost dropped by 4/5 and is now only 1/5 of the previous cost.

Maintain stable normality for 15 days .

In fact, there are some skills involved, but more of it requires energy and time.

Core Principles

It is regulated around the formula CTR=download/exposure . Because the level of CTR will directly affect subsequent algorithms and positions. This is extremely important and is the only basis for price adjustment.

1. If the exposure is large but the download volume cannot keep up, and the CTR is reduced, lower the price, reduce the exposure, and stop the CTR from decreasing.

2. If the download volume is large, the CTR will rise and remain at that level for a period of time, then start to lower the price slightly to control costs.

All OPPO locations have only one backend entrance to control the price by adjusting the unit price. If you don't adjust prices closely around the above principles. Then all price adjustments will ultimately be meaningless.

Control measures

1. Price 

(1) Set an acceptable price range and adjust the price in small increments of 0.2-0.5 yuan each time. Avoid large price adjustments.

(2) If there is no time for real-time monitoring in the early morning, it is recommended to lower the price. There are two reasons. First, the exposure in the early morning may be due to personalized recommendations, resulting in a higher position and increased exposure, which will lead to a decrease in CTR. Second, the number of downloads at night is small, which is completely disproportionate to the exposure, so lowering the price is the first choice.

(3) Looking at the whole day, the average value of the day can be lowered by using the method of high prices at low peaks and low prices at high peaks.

2. Time 

The official recommendation is to adjust the market three times a day: 12:00, 16:00, and 00:00. In fact, in the early stage, the price should be adjusted according to the real-time changes in CTR and the changes in download volume. I monitor it in real time and check it at least once an hour.

3. Traffic 

0:00-11:00, accounting for 15% of the day's traffic; 11:00-17:00, accounting for 25% of the day's traffic; 17:00-00:00, accounting for 60% of the day's traffic. Based on this, we can roughly calculate the volume of the day and the expenses required.

4. Location 

(1) Home page: The main source. Most application distribution comes from here. For general products, about 80%-90% comes from here, except for products that attract a lot of traffic.

(2) Classification: Basically only exposure, no downloads, and low conversion rate. It is related to the bidding position, only the high-priced front row is valuable.

(3) Hot search installation: You can bid high prices, but there are only 4 positions. The exposure is particularly large. Once it is in a high position, if the downloads cannot keep up, the CTR will drop instantly, so be cautious when placing it.

(4) Free gift for installation: The volume is larger than that of the homepage, the price is about half of that of the homepage, and the CTR is higher than that of the homepage. However, retention will be half that of the homepage.

(5) Installation requirement: Only S-level customers are eligible to bid for this position.

(6) Essentials for starting up: The position with the highest threshold and the highest price. Positions are limited, and you have to compete on qualifications, price, CTR, and ECPM. (Basic condition: the average daily net download volume exceeds 6,000 in the past three months).

(7) Search: The scale is relatively small, but the CTR is higher than application distribution and can be used as a supplement.

(8) Information flow : Due to the nature of the product, we are not allowed to release it, so we will not explain it.

Specific practice

1. Don’t pay a high price blindly. You may be ranked No. 1 on the homepage and may be a popular search installation location, but it will also lead to a significant increase in exposure, downloads will not keep up, and CTR will drop sharply, resulting in very few downloads on that day.

2. The larger the volume, the greater the room for controllable download costs. You can test your own range by setting low prices during peak hours and high prices during low hours, and adjust the prices accordingly to achieve better costs.

3. OPPO has the potential to achieve mass production among all manufacturers’ stores. Each product has its own threshold, and it continues to explore the potential of its products.

4. The total consumption and CTR of the previous day and history will affect the CTR and download volume of the next day in direct proportion.

5. The position of [Install Gift] is indeed a good tool to increase CTR, reduce costs and increase scale in the short term if you can accept the decrease in retention. It can be used effectively when needed.

6. In the early stage, it is best to create an EXCEL table to manually record the download and activation volume each hour, as well as the price you adjusted, and maintain it for at least one week. In this way, you can compare the data from yesterday and the same period last week every day and every hour to find data differences and make timely adjustments.

7. As the exposure volume is large at night but the download volume is small, it is recommended to offer a low price after 1:30 am. Most people can't hold on at night, or think that there is no quantity after 12 o'clock. In fact, there is still some quantity between 0 o'clock and 1:30. Get up at 6 o'clock in the morning and continue to adjust the data. If you can't get up, you can set an alarm and then take a nap after adjusting the data. In addition, OPPO's data will increase significantly starting from 9 am.

8. The CTR mentioned in this article refers to the download rate, the conversion rate from exposure to download. The ctr statistics officially collected by OPPO include not only this, but also brand, ECPM, comments, etc.

Final Thoughts 

Advertising is really a very, very hard thing, which requires a lot of time and energy. When I first took over the advertising, I would check it every ten minutes, and wait until the whole day was over and adjust the price before going to bed. I got up at six in the morning the next day and started adjusting prices again. I set an alarm for every hour of every day and monitored the data in real time, even when I was doing team building and hiking.

Even though it’s hard work, you’ll be extremely excited every time you discover a data secret, so if you really put in the effort, you’ll still enjoy the sense of accomplishment that this process brings you.

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

The author of this article @笔记 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!