How effective is Momo advertising? Explanation of Momo advertising!

In the past two years, mobile Internet has been extremely popular, with thousands of apps constantly pouring into the public eye, and major media and channels becoming popular in the Internet circle.

In addition to traditional application markets , Weibo Fans , Tencent Guangdiantong , Toutiao , Sina Fuyi, Tencent Zhihuitui , Sohu Huisuan, and Zaker have also successively launched application download promotion functions for APP promotion .

Momo, a social software that once topped the stranger dating apps in an alternative way, finally couldn't resist the temptation of profit and launched an information flow business platform in June 2015.

Fortunately, I was the first to see the background of Momo’s information flow promotion and carry out the actual launch. Here I will lead you to unravel the mystery of Momo’s information flow!

What does Momo's information flow ads look like?

First, the homepage of Momo’s advertising platform looks like this

Momo advertising platform address: //www.opp2.com/dsp/momo.html http://ad.immomo.com/ad/home/login

After clicking into the advertising delivery system, you can see a general look of the background.

Different from other products, Momo’s backend also has a separate promotion function for APP promotion, which shows the importance it attaches to APP customers! Momo information flow ads will appear in the message board information flow in a native form. There are two display positions, namely "nearby dynamics third position" and "nearby people fourth position". The display forms are as follows:

Like most information flow ads, we can optimize the advertising materials from several dimensions, such as avatar, copy , and illustrations.

Promotion settings

For all performance-based advertising, the most core optimization is the promotion dimension, which also reflects the platform's data mining capabilities.

At this stage, Momo's advertising background is still a bit immature compared to platforms such as Fanstong and Guangdiantong. There are relatively few dimensions that can be set, only five of which are user region, age, gender, occupation, and applicable terminal.

However, with the continuous improvement of the background, the dimension settings will become more precise. The "POI points of interest" and "occupation" orientation in the regional settings were added recently.

What is worth mentioning here is the directional function of "POI point of interest", which fully demonstrates the powerful advantages of Momo LBS! Advertisers can set different POI points (longitude and latitude) according to their own needs, and set the coverage radius (100 meters to 5000 meters) for advertising delivery.

However, the functional limitations of POI interest-based targeting are also very obvious, because the information flow promotion here is different from Momo's own store promotion. The main advertisers are CPs of major APPs and brand customers, and APPs usually don't care about such detailed regional targeting, while traditional small vendors will directly use Momo's store promotion.

All the POI interest targeting here is only applicable to brand customers with physical stores and a wide distribution, such as GUCCI, Walmart, Starbucks , etc. In addition, for APP customers, the most concern may be whether the WIFI environment can be targeted.

This feature is not available yet, but on September 18, the WIFI directional function was seen flashing in the background. Therefore, it can also be predicted that the directional function of WIFI will be officially launched soon, and CPs just need to wait patiently.

Data Monitoring

The focus here is on the monitoring of the iOS platform. Most of the iOS monitoring is done in the form of short links, but starting from September 1, the Momo platform requires that the IOS link must start with https://itunes.apple.com, which cuts off the monitoring path of major CPs. Talkingdata and UMTrack are temporarily unavailable.

The only way to measure the effect of IOS is to look at the change in the growth rate of weight, so it is recommended to choose to increase the budget relatively for iOS delivery. A test of a few hundred dollars will not show any changes. I will not explain the reason in detail, everyone understands it.

As you can see on this page, Momo provides a lot of monitoring entrances, but in actual delivery, if you don’t want to be bothered by the company’s technical experts, it is better not to set up the monitoring link, as it doesn’t make much sense.

Data monitoring is just one aspect. In fact, the value of platform delivery can be felt personally during the delivery process. Price Finally, the focus is on price. Momo platform currently has only one pricing model, which is CPM.

From the background we can see that Momo's CPM starting price is 6 yuan, and there is bidding. The bidding here is similar to that on other platforms, which is industry-wide bidding. It’s just that because the Momo platform is relatively new, the overall bidding cost is relatively low. However, it is not ruled out that there will be times when traffic is tight, for example, when a customer has placed a guaranteed amount of information flow or when it is a holiday, then price competition will be more intense.

For many novice marketers, the CPM transaction price may be their only focus, because in their opinion, the lower our transaction CPM, the lower my promotion cost. Therefore, in the actual operation and delivery process, they were extremely concerned about sticking to the CPM bid to ensure that the CPM transaction price did not exceed expectations. The price they paid was that they only ran out of the budget of dozens or even a few dollars a day.

Although these consumptions have brought some rare exposures, after careful observation, you will find that the click-through rates corresponding to these exposures are relatively average. What is the reason? The problem is that the exposure obtained in exchange for a lower CPM bid brings too little click interaction, and thus the weight of the advertising plan is reduced. If you want to get higher exposure opportunities next time, you must exchange it with a higher bid. Otherwise, the result is that the weight becomes lower and lower, and consumption becomes more and more difficult.

It is undeniable that low CPM transaction prices do reduce promotion costs, but CPs must be clear about one thing: what you need is ineffective exposure or long-term effective conversion ! Secondly, in terms of costs, Momo’s CPM price growth rate is indeed jaw-dropping! Perhaps because of fierce competition, or perhaps the platform wants to highlight the value of the platform, the CPM transaction price of Momo's information flow has risen from an average of 7-9 yuan in early August to the current average of 15-20 yuan!

Although this cost is not high compared to other platforms, those who are still hesitating whether to take the plunge into Momo’s information flow should hurry up, because there may not be even a shell left of the “crab” next month.

Delivery effect

Finally, let’s briefly talk about the effectiveness of Momo’s advertising. This is definitely a place that makes people crazy! In one sentence: Where have you seen a 17% click-through rate? Where have you seen a cost per click of 0.09? That’s right! I have seen them steadily on Momo!

Finally, Qinggua Media would like to remind all major financiers that Momo is a brand new gold mine with huge potential, but Momo's users also belong to a relatively special group. It is difficult for anyone to give a very accurate estimate of whether their products are suitable for launch on such a platform. Therefore, investment should be made with caution!

I have introduced the basic delivery operations of Momo information flow in a long and detailed manner. More delivery skills and data need to be accumulated. Everyone is welcome to communicate with me and learn from each other.

For Momo advertising, please contact Qinggua Media official