In-depth analysis | Where did your advertising money go? Methodology for placing tens of millions of dollars in advertising channels
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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? In daily delivery, many SEM partners, when encountering unsatisfactory delivery data, always habitually identify CPC and CTR as the "culprits". They adjust prices if they disagree, change materials if the price adjustment is ineffective, create new plans if that still doesn't work, and then test over and over again. Of course this method is effective in some cases, but is it necessarily correct? Can it be applied to all data situations? 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. There are four basic terms mentioned in the article. Feiyuejun will first explain them to you: CPC: Pay per click CPM: Pay per thousand impressions CPA: Pay by registration (download) CTR: Click-through rate 1. Basic data of information flow channel delivery - display volume 1. Display volume ——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 plan Click-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. 4. Attached is the official screenshot of Toutiao to see which factors affect the quality score Delivery 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. ————After sharing the basic theoretical knowledge, let’s start sharing practical skills. The following content is more exciting——————— How 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. 1-1. Suggestions on content production for information flow promotion channels 【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, 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 those with large display. 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 1-2. Content optimization suggestions for information flow promotion channels 【Content Testing】 Choose a channel, create 5-10 sets of materials, and select "rotation mode" to find the material with the best conversion rate. ｜When conducting content testing, try to reduce variables as much as possible. When the copy and materials change, try not to set other variables such as audience, mobile phone brand, etc. You cannot choose different landing pages for different creative ideas. Too many variables will make subsequent data analysis very troublesome. ｜When testing channel content, avoid uploading 2 sets today and 3 sets tomorrow. You should start the planned running volume at the same day and time. ｜Collect data at least once a week, and select the top three CTRs in the report, and invest in the promotion channels with the best click-through rates. 1-3. Suggestions for optimizing landing pages for information flow promotion channels 【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: Hard indicators: 1. The page should not be too long, and should be kept within one to one and a half screens. Consumers should determine the topic within 3 seconds. The author is engaged in decoration promotion. Generally, the first screen of the landing page is the brand + slogan + a huge information acquisition bar, and the second half of the screen is the product selling point display. 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. The page needs to be prepared with 2 or more versions, and the account needs to be tested together when it goes online. Look at the landing page of the decoration quotation in the picture below. The download float at the bottom of the page has the download button and the most important selling point placed on the float. No matter how you slide the page, it is always in a prominent position. And generally, it is easiest to reach this position with a thumb when using a mobile phone. If the user is interested, he can immediately click to jump to the download. 1-3. Recommendations on audience selection for information flow promotion channels 【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. 1-4. Suggestions on expanding information flow promotion channels Distribution channel selection: 1. First, specialize in one channel and choose one channel for testing (recommended: Toutiao). When you have verified that the investment-production ratio is profitable, expand to other channels, select content materials with good performance, and test the conversion data on other channels. 2. Track the quality of channel traffic. By deploying GA detection code in the delivery link, you can monitor the website traffic and analyze the traffic quality (bounce rate, attribution, assisted conversion, visit depth, etc.) 3. Comparative analysis of data from various channels, 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. ———————I have figured out the advertising channel strategies, which is better than 80% of my friends————— ———————If you want to supplement the remaining 20%, immediately enter the GA website data analysis chapter and start data optimization————— Set up qualified monitoring links for your own ads: Data analysis 1. Data recovery optimization - selection of delivery period There 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: 1. Poor traffic quality 2. Poor landing page 3. Slow opening speed Troubleshooting opening speed issues: Use Google Analytics : https://developers.google.com/speed/pagespeed/insights/ Check traffic quality/landing page content issues Conclusion: The bounce rate of natural traffic is high, the bounce rate of paid traffic is also high, and 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 - comparative analysis of channel effects (key points) 【Comparative analysis of channel effects】 1. Comparative analysis of multi-channel conversion effects can immediately help you understand the real conversion value of each channel, which provides great help for the allocation and application of advertising costs. 2. How to use channel effect comparison analysis 6. Data recovery and optimization - channel-assisted conversion value (key points) 【Channel assisted conversion value】 1. Assisted conversion and attribution analysis are unique functions of GA analysis. Different from traditional result attribution data statistics, GA will assign different values to each channel based on the user's access trajectory, thereby obtaining data that is close to the facts. 2. Regarding assisted conversion and attribution analysis, an article by Langyou gives a very good and detailed explanation. I will not repeat it here. If you want to know more, you can go to the analysis tool that 90% of marketers may ignore. —The sharing ends here. Being able to fully understand and execute channel selection and optimization is already better than 90% of the marketers.— 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. Recommended books: The secret of traffic: Google Analytics website analysis and optimization skills. Clifton. People's Posts and Telecommunications Press Recommended website: 1. Google Academy: https://analyticsacademy.withgoogle.com/ 2. Google Analytics Developer Platform: https://developers.google.com/analytics/devguides/collection/analyticsjs/ 3. Google Analytics User Guide: https://support.google.com/analytics/?hl=en#topic= Mobile application product promotion services: ASO optimization services Qinggua Media information flow The author of this article @Zhihu Column-Zhang Junfeiyue was compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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