Ten tips on advertising

Many people understand advertising as "burning money", and it is true. Large companies spend tens or even hundreds of millions of dollars on marketing each year, and small and medium-sized companies also continue to pour money into this field. But the fact is: 90% of extensive advertising results fail to meet expectations, and good traffic has indeed become more expensive .

Channels and industries change with the market at any time. Many methods used in previous years are not applicable now, and the empirical data has little immediate reference value. Simply put, it is not difficult to go through the entire process. The good skill is how to avoid detours and make the most of your money. After reviewing previous emails and summary data, I summarized ten experiences that run through the two stages of the preparation and delivery of advertising:

2. The average daily exposure of large media splash screen ads is in the tens of millions, the daily price is six figures, and it only stays for 3-4 seconds. It is suitable for large-scale brand promotions with sufficient budgets, such as automobiles and real estate. Small and medium-sized brands should not easily touch this kind of "luxury" advertising space . The same applies to fixed advertisements charged by CPT and guaranteed GD advertisements.

3. There are three main bidding advertising methods: CPC/CPD/CPM. CPC is the most popular model now, and is highly recommended by agents and media. However, this compromise method of balancing the interests of traffic owners and advertisers is not necessarily the best.

4. The tail traffic of the media, such as non-popular advertising spaces like text links and inner page images, are difficult to sell and are usually packaged to platforms like online alliances and DSPs . These platforms will package the wholesale advertising spaces into a combination optimization model for secondary retail distribution. The quality of the advertising spaces they purchase is not high.

5. There are only about 10% top optimizers, and they are generally assigned to big clients. Ordinary operations staff are each responsible for multiple cases. Don't put all the work of delivery on the agents. It is best to operate the backend yourself. Of course, it is best if your own company has an optimization team.

7. For large-scale events such as e-commerce festivals and Double 11, media inventories are basically contracted by large e-commerce companies such as Tmall and JD.com . Raising advertising costs is certain. It is better to lose account weight, run less or directly close the plan, rather than try to compete with giants for volume.

8. If you don’t have a large budget, you can try CPC bidding, especially for some platforms in the early stages of commercialization, but you must leave enough time for testing. The general practice is to relax the targeting and offer a lower price to start with; after you have enough data, you can gradually increase the bid to narrow the range and finally figure out the targeting. Do not switch advertising plans frequently. For stable plans, it is not recommended to frequently adjust bids and materials. Once the price is raised and then lowered, it is easy to lose exposure and weight.

9. The creativity and copywriting of information flow ads should be consistent with the usage scenario. The CTR of native materials (real photos) is usually better than some seemingly high-end or highly designed materials. After understanding the characteristics of your target group, be good at using targeted and pain point copywriting to find them and gain their attention.

10. False volume is a common phenomenon, usually between 10-20%, and it is basically impossible to avoid. Technical personnel can help you count the inflated data. I think anything below 3% can be ignored, anything below 10% can be tolerated, and for 10-20%, you need to think carefully about which link has gone wrong and how to avoid it.