CP, I will just watch your money go down the drain

My name is Pai Gu. Many people have heard of me. They may know that I provide commercial traffic for developers, but I want to talk about a serious topic today, which is: where does your precious budget eventually go?

As a person who connects people to a strong distribution channel , the situation I encounter most often is that developers come up to me and ask, "Pai Gu, I have a budget of XXX and I want to buy T/D resources. Can you arrange it for me?" ——Sure, sure. What’s your budget? I’ll see what kind of cooperation method is suitable for you.——BLABLA. Then the contract is signed, the payment is made, and so on.

Here comes the crucial part. Almost all developers, especially small and medium-sized developers, no longer communicate with me about how to launch the campaign after they start to launch it. At most, they would hastily ask, "Pagus, how much is a suitable bid for me?" - XX yuan - OK/Wow, your platform is too expensive - BLABLA. Big-budget developers are even more mechanical, and will only make one unchanging request: I want cheap and large locations... I'm really XXX.

Your budget is wasted just like that!

There is a sentence that may offend many brothers and sisters who are engaged in operations , that is, after you have a chat with the channel contact, you think you have mastered the trick of channel delivery, and you think that you can invest some money and the effect will appear immediately. How can there be such a good fast food? The channel contact person comes to you, and after you sign the contract and make the payment on behalf of your boss, you wait to see the data. If the data is not good, you come to the channel person to question him, and everyone becomes a victim. If the data looks good, you can get away with it without knowing it.

Having said so much, I just want to say that after you place advertisements on a channel, you must pay attention to the strategy of placing advertisements on the channel, such as the channel I am in. Let me elaborate on it below.

1. The channel delivery cost is not based on the download/activation cost of a single user.

Many people are worried about the price of a CPT resource position or the average unit price of CPD. They always regard this as the cost of channel delivery and would like to reduce the activation cost of a single user to 50 cents before they dare to report it to their boss with a straight face.

This is a common misconception. Because from the overall perspective of the company's operations, cost levels and channel pricing are not two strictly related things. The company focuses on the ROI of the entire stage, but the ROI will not always be at a very stable level. For new products, the initial costs are bound to be very high, and developers may even suffer short-term losses, but remember, this is not a real loss. This type of loss can only be considered a strategic loss at most.

From this, we can see that many developers did not carefully estimate the effects of their campaigns at the beginning. They mistakenly hoped to have good results at all times, and selectively ignored other possibilities, such as the possibility of making a strategic loss before making a profit, or making a profit first but then being weak afterwards.

Therefore, the first step is that developers need to have a rational expectation of the effect of the launch. Of course, since the rise of mobile Internet is less than 5 years old, professionals who have experienced a lot of launch processes are also very scarce, which objectively leads to the phenomenon of mistaking price for cost.

2. Don’t forget the attributes of your product. You need to predict whether peak delivery is needed in the early stages.

Each category of products has different attributes. For example, video products hope to increase their advertising on weekends, stranger social products are rarely used during holidays, and financial products need to adjust their pace according to the major economic cycle.

But here I want to highlight the issue of whether peak delivery is necessary. There is a type of application that is not well-known or users do not have an urgent need for it, such as it is highly substitutable. Such applications must be launched smoothly. If you feel that you have just raised A or B rounds of financing and need to be seen by investors so that you can tell your story to investors in C or D rounds, that is another matter. Otherwise, my suggestion is to make a steady budget for the whole year and make appropriate adjustments occasionally based on holidays. I won’t go into the specific floating ratio here, you can ask me privately.

Another type of application is worthy of peak delivery. Maybe the annual budget is only 5 million, but you may need to invest 3 million in Q2. You may ask me why, because this market is very hot and users are warmed up. Your budget will make the market boil and you can also make a lot of money from it. This is no longer just an analysis of delivery data, but more of a prediction of the market, which requires professionals to look at the market with an artistic eye.

I have only mentioned two points in total. You should have noticed that if you only do one of the above points and make efforts to adjust, you can still adapt. However, if you want to integrate these two points into your daily operations, it will be a test of your wisdom. Generally, large companies have professionals to check and approve things, and the people who connect the channels are also constantly improving themselves. Only when both parties work together can they achieve twice the result with half the effort.

Finally, I would like to quote a quote from Leo Tolstoy: Art is not a skill, it is the communication of emotions experienced by the artist.

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