Experts use UC information flow, how to deliver UC headlines?

Mobile information flow ads have been very popular in the past two years. Take out your mobile phone and check whether Tencent Video , iQiyi , and Youku have them. Have Toutiao , NetEase News , Tencent News , Sohu News , and Sina been removed?

You must have one of UC, QQ, Cheetah, or Baidu Browser , as well as Weibo, Momo , QQ Music, Youdao Dictionary, and Yidian Zixun , not to mention PP Assistant , App Store , Mobile Manager, and APP Store. I don’t believe you don’t have any of them installed! Not to mention that phones like VIVO, OPPO, and Xiaomi have it built-in.

Everyone has had some contact with other similar DSP platforms. The backends are similar, the operations are similar, account setting up, data analysis , and optimization are all similar, and you can learn by analogy. For information flow advertising, as Aiqi mentioned in an article, it is nothing more than: high-quality media qualifications + powerful technical analysis in the background + precise target audience positioning + creative copywriting . Speaking of this, I would like to give a thumbs up to Guangdiantong ’s big data and Toutiao’s traffic .

When doing operations , leaders are often result-oriented and rarely pay attention to the process. They only require that A be within a certain range and that ROI be guaranteed. However, if we go in the wrong direction, the results will not be much better. Here, I will focus on sharing the key points of each directional information flow in UC, the precautions for delivery, and the current market data of various UC industries. If there are any mistakes, please help correct them...

Let's analyze the UC information flow from an operator's perspective. I hope the result is useful to you.

Okay, let’s get into the topic and first take a look at the UC information flow resource advertising space . There are three main resource advertising slots.

Background operation targeting: screenshot example UC headlines

Program Orientation

Unit Orientation

There is nothing interesting about UC Browser (UC Precision) and its app store , so I will just give an example here.

After reading this, do you have a clear idea or are you still confused?

If you have used Guangdiantong, Toutiao, Zhihuitui, etc. , you will strongly feel that these platforms are too simple? The backend you see is like this, but its simplicity cannot conceal its powerful traffic and 1 billion user base. UC Browser ranks first among domestic mobile clients! I remember that many mobile phones used to come with UC browsers. I always thought it was from Ma Huateng , but later I found out it wasn’t. However, it is from the surname Ma , Alibaba. Some time ago, it was renamed from “Huichuang Platform” to “Ali Huichuan”.

Let me pick out the important ones: UC headlines information flow, three sizes in the same position, small and large pictures, have the most traffic. If you want to advertise on this platform, you must try these. The others can be said to be supporting roles...

Look at the title UC Headlines - Three News Pictures and the description on the right. OK, now that we have the simple rules listed and we know the reserve price, let’s get started.

Have you noticed the word "information"? I'll search it on Baidu here.

What I understand is that it is useful to users, something that attracts their attention, and something that users will be interested in and like to watch. Information ≠ news, we can be less serious and more playful, fashionable, popular, hot, trendy, topical, casual, etc.

Here I would like to mention the copywriting . You don't have to shout slogans like you are reporting work to your boss, but it must be eye-catching and tempting. UC pays great attention to CTR click-through rate . The copywriting of the material is the lifeline that determines the level of CTR and directly affects the exposure . The current CTR market data for various industries are: e-commerce 1.5%, financial management 1%, stocks 1.5%, loans: 1.5%, live streaming 2.2%, franchising 2.5%, games 1.5%, home improvement 1.5%, and fitness 2.5%.

For example, financial management: click me to receive a cash red envelope and 1G of traffic. What are you waiting for?

Stocks: Monster stocks are making a comeback! The main force is frantically accumulating funds, seizing the "third wave", details on WeChat .

Loans: Let me tell you a secret! My buddy is in urgent need of 500,000 yuan, and we can provide the loan on the same day.

There is nothing much to say about the display position. UC Headlines is the only resource position with pictures of different sizes. Download a UC browser and try it out. There will be no ads in the first three days after the download. One reason is for user experience , the second is that I don’t know how to tag you as a user, and the third is for other reasons. If ads are frequently refreshed for 10 minutes, you can’t see them anymore. You need to wait for a while. This is the display situation of UC.

The display mechanism ECPM = CPC CTR others, and the "others" here refer to the advertising quality as shown in the figure.

Please note that there is only one position on the UC headlines. If big brands or industry giants move in, such as Renrenche, Rong360, and Pizza Hut, the traffic will definitely change and the bidding will inevitably fluctuate. The media has also made it very clear that display priority brands>GD advertising>CPM>CPC.

You may not love what you do, but if you want to do it well, you must pay attention to it. I have recently launched a number of mobile games , such as Audition, Fishing, Chinese Paladin, Chess, and Legend SF. My traffic will definitely be affected, and CPC will definitely soar, but it is hard to say about CPA. Of course, it is not that there is no business. You don't have to cry to your boss and say that you can't beat him. He has a name, a brand, and money. Think about it, this is the time to prove your ability, and we don't know who will win yet!

Let’s take a look at targeting, region, interests, keywords, operating system, and network environment.

As for the region, it can only be provinces and municipalities.

Interests, let me tell you what I am interested in. There are 23 of them. I have done an interest flow test. From the largest to the smallest, they are travel, games, technology, real estate, food, cars , animation, fashion, military, workplace, finance... (For reference only, the media is fickle!)

Operating systems, Android and IOS, are generally not invested in for all downloads. It depends on the product. However, in some financial investments, Android and IOS are run separately. It is said that the ROI of IOS is better than that of Android. According to media data, the ratio of IOS to Android in Beijing, Shanghai, Guangzhou and Shenzhen is 7:3. Other than that, it is just the opposite.

Network environment, WIFI and others, others refer to others on the mobile terminal. Games are generally played only on WIFI, and users are very frugal with their data traffic!

Keywords are mentioned last because keyword targeting plays a very important role in UC platform delivery. If this is placed on Toutiao, Guangdiantong, or Fuyi, it may not mean much, but it is very useful here. I used to work in financial stocks, P2P , and loans. I used this trick and my CPA dropped by more than half.

Really useful! If you don’t believe me, try it. The keywords here are not used by Baidu bidding to expand traffic, but precise traffic targeting. Prerequisites for use: The account advertising traffic is sufficient or the conversion cost is high or the CTR is high, the conversion is low, and the users are not accurate. It is highly recommended to try if you need to reduce the conversion cost or the target traffic.

Billing method: UC Headlines can run CPC/CPM, UC Browser and App Store can only run CPC.

Bidding: The minimum prices of the three resources are UC Headlines CPC/0.5 yuan, CPM/8 yuan, UC Browser CPC/0.1 yuan, and App Store CPC/1.0 yuan.

The killer weapon to reduce costs has appeared! The CPC of UC headlines is 0.5 cents per ad, and the CPM is 8 yuan per thousand times. If the conversion rate of one of your ads is good, and the CTR is above 2%, it is strongly recommended that you set aside some budget to run CPM. The result will surprise you.

The results were that, firstly, the cost was reduced by more than half, and secondly, the budget was spent in a short time, the conversion rate was average, and we tried it with all our heart.

UC Browser (UC Precision) has 3 styles and 6 resource slots. Pictures/pictures and text links are scattered and have low competition. You can test the volume. Generally, pictures and texts of 290, 145, 150 , 150 and text links are more common, and pure pictures and texts are less common. The CTR may be more than 10%. It feels like there are missed clicks or other uncertain factors. Without exposure, there is nothing. The number of browsers is still very strong, but since there is only one regional targeting, it depends on your product.

UC App Store is the same as PP Assistant. Pay attention to the key points here! You can rest assured that PP Assistant does not require joint operation for downloading. It is placed according to CPC bidding on Alibaba Huichuan Advertising Platform. It was 0.5 cents before, but there was no volume at all below 1 yuan. Now the reserve price has been changed to 1 yuan for bidding.

Let’s talk about the download of UC Headlines and UC Browser together.

Looks like that’s it!

Let me complain:

1. Why is there no gender or age in orientation? Do you know that e-commerce advertisers are very sad?

2. Why does the data report take one hour to be updated? If you don’t press F5 to refresh your account balance frequently when a new advertisement is just running, and the traffic is huge, do you believe that 20,000 yuan can be spent in half an hour?

3. Why can the account continue to run and exceed the limit even though it is in arrears?

4. Why is PP Assistant not allowed to download products such as shows and games?

5. Why is it that sometimes when there is no traffic, you still cannot spend the money even if you bid several times higher?

6. Why can’t the base price plus various targeting methods be used to block traffic when it’s high?

7. Why can’t we change the budget if we exceed the limit? Once we change the budget, we can’t get a refund for the excess…

Any advertisement that is not exposed is just a hooligan! Be brave to try and optimize with heart!

The difficult things in the world must be done from the easy, and the great things in the world must be done from the details! It depends on how you catch it and how you play with it!