How to place advertisements for novice APP operators

What is operation ? This kind of question appears in various forums, BBS, Baidu Knows, and Q&A encyclopedias. There are also various answers from various experts above, explaining to us what operation is from different angles. User operation, content operation, community operation, event operation, market operation, etc. There are many classifications of them in various articles, so I will not mention them one by one here. However, many novice operators seem to understand a lot of principles after reading their articles, but after reading them, they find that they still know nothing. They only have theories, but none of them can be used in actual operations. It seems that everything they said is right, so right that we have no way to refute them, but for everyone at this stage, the actual help is very small.

Below, I will briefly talk about what I think is so-called operation, and by the way, share with you an advertising placement strategy that all operators will use, which you will definitely use in the future. What I write may be rather superficial, without too many profound truths, and the text will not be overly exaggerated, so it does not look gorgeous. I hope you don’t mind.

As an operations expert, I naturally feel that operations are not omnipotent, but at the same time I also firmly believe that an enterprise cannot survive without operations. Operation = attracting new customers, retention, and activation. I won’t explain these three points, as everyone understands them and there are many introductions online. The editor only shares his personal understanding of primary operations, intermediate operations, advanced operations and how to place advertising slots.

Junior Operations: It is easy to understand. You are a giant handyman. You are the one doing all the chores. All the dirty and tiring work is concentrated on you. Register a bunch of random small accounts on various forums, post soft articles written by intermediate operators, answer a lot of random questions about their own products on Baidu Knows, and occasionally do a few self-questioning and self-answering, or for those WeChat operators , edit some pseudo-original articles every day and publish them to the official account. Needless to say, this is a process that every operator must go through.

Intermediate Operation: For intermediate operation, you need to start developing in the area you are good at. As introduced by the experts on Zhihu, intermediate operation is the so-called user operation, content operation, community operation, event operation, market operation, data operation, etc. You can become an intermediate operation by specializing in one of them.

Advanced Operations: The editor himself still has a long way to go before he can reach advanced operations, so he cannot tell you clearly what advanced operations are. I can only tell you my current temporary understanding. Intermediate operation is to be proficient in one skill among the various operations introduced above, while advanced operation is to combine all of those introduced above. By applying all the skills possessed by each intermediate skill, he can write excellent soft articles, organize influential activities, control data, place advertisements, write copywriting, and be proficient in various software such as Visio, Axure, GuiDesign, Photoshop, Microsoft Office series, etc. He can brag, has a wide network of contacts, knows people from various industries, and can lead a team. Such people are senior operators and are also the editor’s future goal.

Okay, we have gone off topic. Now let’s get back to the topic and introduce how novice operators can place advertisements. This is my own experience and I hope it can help you.

There are two points we must know before making an ad space. These two points may be a little vague, but they should be easy to understand.

product

Fully understand your own product and can simply and clearly state what the function of your product is, what kind of services it can provide, what its biggest feature is, what advantages it has compared with its peers, and of course, you still need to know the price of paid products.

user

Clearly understand what kind of people will be our users, where the users will gather, what their needs are, what their pain points are, how they learned about our products, and why they are willing to pay.

After understanding these two points, you can start practical operations. Below, I will tell you how I place advertisements.

Keywords

First, the editor uses Baidu Statistics to find out which keywords users use to enter our product website, and then sorts them from large to small according to the number of visitors. The top 50 keywords are collected and imported into an Excel spreadsheet for future use. The specific number can be determined by you.

Website Filtering

Secondly, the editor used these keywords to screen websites, and used these keywords to search Baidu, recording all the top 5 websites, and then removed the duplicates to perform the first step of screening. After that, the editor clicked on these collected websites one by one to learn more and make a preliminary judgment on the quality of the website. If the website is messy and full of advertisements, it will naturally not be considered. These two steps will delete some articles. The next step is to use the webmaster tools to look at the keyword rankings of the remaining websites, and delete all those that are ranked particularly low. After three steps of screening, there won’t be that many websites left.

Contact the webmaster

After you have roughly finalized the website through the above two steps, you can start contacting the webmaster. Generally, the webmaster's contact information is at the bottom of the website, or there will be a message "ad space for rent" somewhere on the website. As long as you pay a little attention, you can contact the webmaster.

Website data and advertising space value analysis

This is another core point of advertising placement. After we contact the webmaster, we will naturally ask the webmaster to let us look at the background statistics of the website. The following editor will share the points that need attention.

Website Overview

Look at the PV and UV of the website. Please note that: the editor usually looks at the website's UV and PV of today, yesterday, seven days and month, so as to analyze the website's daily UV and PV. The ratio of PV and UV can be used to roughly determine the content of the website and whether it is attractive.

All sources

Here, I will pay attention to the proportion of direct visiting users. Direct visiting users are regular users of this website, which means that these users are frequent visitors of this website. Therefore, these users will bring good results when the advertising space is first placed. However, since they already know the content behind our advertisements, they will naturally not click on our advertisements if there is no demand. The remaining natural searches are the core of our long-term advertising placements. Only when the proportion of natural searches is high will there be more new users flowing into the website, and our advertising will have better returns. Since my product is a PC product, mobile traffic has no effect on us, so here I will also pay attention to the ratio of PC traffic to mobile traffic. If the ratio of mobile traffic is too high, it will be excluded by the editor because that traffic cannot produce any effect, but the webmaster will use that traffic to ask us for a price.

External links

Check whether the website's external links are relevant to our products and our users' needs. The stronger the relevance, the more beneficial it is for our advertising.

Ad location, format, size

See whether the ad is on the first screen or the second screen. The first screen is the page that appears in front of us when we enter the website. The second screen can be understood as the page that needs to be pulled down or clicked into the website to be displayed. This is easy to understand. The advertising space on the first screen will definitely have the best effect.

In addition, there will be differences in the ads on the first screen. According to our habits, when we click into a website, the mouse almost always stays in the middle of the page, and our attention is also focused on this part, so the ads in this position are the most valuable, followed by the left and right. I personally feel that the ads at the top are the worst, because usually when we click into a web page and look at the central content, we scroll down, so we don’t pay too much attention to the top.

I wanted to write something about the size of the form, but after thinking it over, I decided not to discuss it in depth. It’s nothing more than text, pictures, videos, etc. The size is easier to understand, and there’s nothing I can say about it.

Copywriter

When creating image ads, you have to consider the copywriting. As for the copywriting, you also need to analyze the user's psychology. Previously, the editor was placing advertisements on a WeChat material site, because the main purpose of users entering this website is to collect materials. One of the advantages of the company's products is that it provides rich materials, and the advertising space provided to the editor by the webmaster is a long strip of advertising space, so after much thought, we finally decided on this copy. "Intelligently screen high-quality materials in just half an hour to set off a wave in the circle of friends/Xigua Official Account Assistant" This copy mainly took into consideration two points. Because our users are official account operators, the pain points are the inability to judge the quality of the materials and the fact that it takes too much time to select materials. Based on these two points and the purpose of users coming to the website, we finally decided to use this copy.

price

This goes back to the beginning. You need to understand your product and know how much each registered user of your product costs, and then make an evaluation based on the above points. The editor estimated at the time that the cost of advertising on this website was lower than the cost per registered user, so he finally decided to put the ad on this website. The actual effect was slightly deviated, but the final profit was roughly the same as the initial guess, so it was considered a relatively successful ad placement.

This article may not be as logical and profound as other articles. But these are all my personal experiences, and I firmly believe that this article will be able to provide some help to some novice operators. As for those operation masters, just laugh after reading this article.

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