Taking GuangDianTong optimization as an example, what are the three factors that affect the delivery effect?
In this era of increasingly fierce competition, information flow has become the new darling of the Internet advertising industry. So what is information flow advertising ? That is what we understand as advertising investment in our daily life. But since it is advertising investment, it is not to blindly follow the trend, but to achieve good returns. The difficulty of pursuing high ROI in information flow advertising is much higher than that of search promotion .Therefore, information flow operation is not such a simple matter. Double Eleven is a major festival for Chinese consumers, which is highly anticipated, watched and even crazy by everyone. The overwhelming discounts, red envelopes, and full-reduction activities have made consumers excited, and secondary e-commerce products and e-commerce apps are the darlings of this period.I have received many messages from friends recently, such as:Here are the highlightsThere are three factors that affect the effectiveness of GuangDianTong's advertising: materials, targeting and bidding, which interact with each other. The above three elements help information find target users quickly and accurately, and impress users with materials that cater to their tastes. They are the key to improving CTR and conversion rates . Reasonable and scientific bidding affects the amount of traffic and the final activation cost.1. Material optimizationThe quality of the material and copy directly affects the effectiveness of advertising . Excellent material can effectively stimulate CTR growth. The optimization methods for general materials can refer to the following principles: 1) Close to life scenes to arouse users' sense of involvement; 2) Beautiful pictures to arouse users' favor; 3) Suspense to arouse users' curiosity; 4) Simple and clear layout to give users a sense of beauty; 5) Profitable to increase users' sense of participation; 6) Simple and clear appeal to reduce users' understanding costs. However, different audiences have different preferences and different sensitivities to the material, so different methods must be combined. For example, young girls may prefer celebrity gossip and dressing, while mothers may prefer topics related to children's education and home life. Therefore, when creating a material library, you should fully consider how to cater to the value orientation of different groups of people. The optimization of materials requires long-term exploration and innovation. At the beginning of advertising, as many material samples as possible should be prepared and tested. Materials with good performance should be used more frequently, while materials with poor performance need to be optimized again or taken offline directly.2. Targeted optimizationBy analyzing the target user characteristics and test data, we determine the directional direction, and by setting different user tag combinations and A/B testing methods, we conduct detailed data analysis and comparison for continuous optimization. When making an offer, you must remain flexible and make adjustments based on actual circumstances. 1) Please set the frequency of checking the background status 9 (once every half hour or once every hour). Although it can be adjusted according to the data, please pay attention to monitoring on weekends; 2) Please understand the general situation of traffic, such as understanding the normal daily consumption curve of the account and the process of the corresponding time period, and pay attention to analysis when abnormalities occur.3. Case AnalysisFor example, "Miya" is an instant messaging social tool that provides pregnancy-related information for mothers. In the early stage of the test, we selected "married women aged between 18 and 23" as targeting condition A, "married women aged between 24 and 30" as targeting condition B, and "married women aged between 31 and 35" as targeting condition C. Through data comparison, we know that the proportion of targeting B accounts for 59.76%, which shows that the quality of users between 24 and 30 years old is significantly higher than that of other age groups. Next, we set "married women aged between 24 and 30, with interest tags of parenting + life" as Targeting D, and "married women aged between 24 and 30, with interest tags of parenting + education" as Targeting E, and then conduct A/B testing. By comparing the delivery data, we find that the click-through rate and download rate of Targeting E are 15% and 24% higher than those of Targeting D, respectively, and 9% higher than the industry average. Therefore, the delivery effect of Targeting E is more significant.4. Bid OptimizationBefore making a bid, you must first estimate the cost you are willing to accept and the corresponding target value. At the same time, you can learn some rules on how to adjust according to the performance of the material. The bid affects the traffic of each material and the final activation cost. The bid should be adjusted according to the performance of each specific material and followed by subsequent observation. Taking "Mi Ya" as an example, click-through rate is an important reference factor. If the click-through rate and download rate of targeted E materials exceed the industry average, you can lower the bid appropriately to save advertising costs. For materials with high click-through rate and low exposure, you should increase the bid appropriately to obtain higher traffic. At the same time, it is recommended that the bid for new materials should be higher than that for old materials so that the new materials can be sold in large quantities. Advertising optimization is a particularly meaningful thing, and the whole process is both scientific and artistic. For advertisers, if they want to achieve good results, they must understand the principles behind optimization, be clear about the platform's recommendation algorithms, and understand the characteristics of their own products. The pressure is also considerable.The author of this article @星星 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion service: APP promotion service Information flow advertising advertising platform |
<<: How do I attract targeted customers through Zhihu?
Recommend
E-commerce operations: coupon product analysis
On e-commerce platforms, issuing coupons is a ver...
Xiaohongshu Food Popularity Article Methodology
The article starts with analyzing the hot food ar...
Sogou promotion case analysis!
Today I will mainly talk about how to promote fir...
Effective techniques to increase followers through Baidu promotion! Replicable practical cases!
In the cold winter of the Internet, many friends ...
Startup App, 4 Cold Start Methods from 0 to 1
When cold-starting , Internet products can be rou...
6 suggestions for elevator advertising
Every day when we enter and leave residential are...
The secret of selling goods in live e-commerce
In the era of live streaming e-commerce, people a...
How do leading e-commerce platforms achieve high ROI conversion from 0 to 1?
If I were to add a metaphor to the conversion rat...
Mother's Day copywriting is here, here is a secret to seduce your mom!
This Sunday, May 13th is Mother's Day . In ad...
Submission entrances to major search engines, search engine summary and sitemap submission!
In the previous article, I wrote about using tool...
Ranking principle and advantage analysis of Wancibaping promotion system
The concept of Wancibaping promotion: (WeChat: 18...
When you have no money and no resources, how can you get your core fans to actively spread the word for you?
Lai Chunjuan, Marketing Director of App Center, i...
Teacher Jingxin's hand-watching health course 30 episodes
Recommended by Taoist Priest Jiulong - Teacher Ji...
Teach you how to operate your circle of friends step by step
In addition to operating social groups and person...
How to effectively activate new users? These 3 things you need to know
We all know that attracting new customers is impo...