DSP advertising strategy experience sharing

Recently I have seen many people talking about DSP delivery strategies . It just so happens that I have some experience in DSP delivery recently, so I would like to share it with you.

Note: The advertising products discussed in this article are DSP products, not just information streams , so do not confuse them.

Why is your DSP delivery ineffective?

1. Has the launch not lasted long?

Maybe you have been running for a short time and have not optimized it to a reasonable level. After all, DSP delivery requires a process of crowd accumulation and crowd profiling through cookies. Generally speaking, the longer the DSP delivery time, the better the effect.

2. Is the delivery and positioning very confusing?

The population, interests, preferences, etc. that you set may deviate from the target population of your website itself. Have you done any professional analysis of the industry and the demographic attributes of your products?

3. Is there no installation code? Or using A but installing B's code?

Code is a very important part of monitoring advertising effectiveness. If you ignore code installation out of laziness, I can only say that this is a very irresponsible DSP delivery behavior.

4. Is there something wrong with the platform you chose?

There are a lot of mixed DSP platforms nowadays. Some platforms don’t have much good traffic themselves, or are even full of fake traffic; or the main audience of the platform you choose is not consistent with your potential customer base.

5. Are there any problems with the creativity, materials, or landing page?

This is the top priority of DSP delivery, and it is also a common issue in DSP strategy articles. You can refer to other articles, and this article will not go into details.

How should DSP be invested?

DSP is nothing more than: high-quality media resources + powerful technical analysis in the background + precise target audience positioning + materials .

Let’s talk about media resources first. Currently, some of the better markets include Google DoubleClick, Taobao Tanx, Baidu, Tencent, and Qinggua Media’s Qinggua Smart Investment and Qinggua Smart Promotion. Of course, some media may be really good, but they may be unstable recently. This requires everyone to judge for themselves based on the delivery results. If you want to make a DSP, you can choose to contact the official personnel of Qinggua Media.

Next, let’s talk about the technology behind it.

Let’s talk about the price first.

DSP is mainly purchased through "real-time bidding". Simply put, if you want Xiao Li to see your ad, and another advertiser happens to have also targeted Xiao Li in its advertising, then you both need to start “bidding”. If your price is 0.5 yuan, and another advertiser may bid 0.4 yuan, then your ad will be displayed, and the fee you need to pay is usually not 0.5 yuan, but a little higher than the second bid. For example, if it is 0.01 or 0.001 yuan higher, in this example, the actual price you need to pay for this display may be 0.041 or 0.41 yuan. (Different media, different CPC)

In this way, you can follow the click price and the time period in the DSP background and then learn how to control the virtual CPC. How to control costs!

Ads delivered by DSPs perform far better than regular display ads, but DSPs are definitely not the only channel you should be targeting. Advertisers must understand the characteristics of each advertising channel and the interactions between them, and make effective budget allocations in order to expand audience coverage, improve positioning accuracy, and maximize advertising effectiveness.

Let’s talk about the media .

If you have invested in Pinyou in the past few years, you will find that the early results are much better than they are now, more than just a little. Why is it getting worse? The first reason is that users have changed. Some of the demands of the media users of the media where Pinyou advertising is frequently placed have been tapped out. As more people compete to share the DSP market pie, the advertising effect will gradually be discounted and the cost will also rise. In addition, it is necessary to pay attention to the technical algorithms of the DSP media platform. The algorithms of different platforms are different and need to be adapted to local conditions and cannot be generalized.

DSP Optimization Ideas

1. Crowd targeting strategy (invest in potential groups at a low price - invest in relevant groups with a reasonable budget - and grab accurate groups at a high price)

2. Visitor re-engagement strategy (this depends on the industry, users and product attributes. If it is a common product, you can launch it regularly. If it is in the automotive industry, then control it)

3. Regional targeting strategy (this can be done based on the data you have sorted out and the data analyzed by other platforms, such as: Baidu Index, Shangyi, Taobao Index)

4. Material optimization strategy (never use the same material everywhere, you need to reasonably build the background and set up materials according to the needs of different groups of people)

5. Frequency control strategy (this is up to you, I advise you to control the frequency below 4)

The above are some of my recent insights. We will share more industry investment cases and practical information with you later. Welcome to exchange ideas and provide criticism and correction.

For DSP advertising , please contact Qinggua Media official