A tearful suggestion on advertising purchased with a budget of 1 million
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Summary of advertising placement on 7 major channels People often ask me, which channel is the most effective for advertising? I am always confused and speechless. They don’t even clearly explain what you do, what materials you make, and whether the expected purpose is exposure, conversion , or sales. How can I get the answers you need? This question is like asking, hey, what vegetables are the most nutritious? The following discussion summarizes some of the channels that I and my friends have placed ads on. Due to differences in materials, product characteristics, time periods, and capabilities, the experience may be different from that of other advertisers, so it is only for reference. 1. Print Media If you simply place newspaper ads, it is only suitable for the audience of 30 to 60 years old. Internet companies rarely need localized products or activities, except for local taxi apps, offline payments, and fresh food e-commerce . Of course, the conversion rate is almost the lowest among existing media. There is no way, the usage environment and scenarios have been basically and completely separated. However, there is a new way of playing now, which is to buy newspaper cover ads, such as confession posters or missing person notices, and use them as a gimmick for event marketing . With the fermentation and explosion on SNS, they are reprocessed into jokes and the like for dissemination. Compared with offline activities , this form saves manpower and material resources, and only a few words can bring out the hot spots. It is simpler and more direct than offline performances. If the price of the cover advertisement is calculated separately, taking a local major newspaper as an example, the front page price is tens of thousands, and the price for seven days is different every day. For a national comprehensive well-known newspaper, it is a matter of hundreds of thousands. Only large companies with deep pockets will consider this media method. 2. Radio Broadcasting Taking into account the usage scenarios of radio broadcasting, only car-related companies are more suitable for it. Of course, this is still considered a form of traditional media use. This article mainly focuses on Internet companies, so I won’t go into it in depth here. However, I have tried to cooperate with audio sharing platforms several times. Whether it is directly cooperating with the host’s opening broadcast or with the entire platform’s exchange effect, the conversion rate is relatively average. For media like this, if you just want to spend money to get results, forget it, but there is a very suitable way, which is to create branded audio, and then use the product itself as the content source to make derivatives, provide useful information to the audience, and then ask the platform for resources to do joint production. No one will resist an advertisement that is good content in itself. If there is no good audio content, even putting the audio of your boss giving a speech is a good choice. There is no need for additional production. It is a distribution channel that is easily overlooked by the marketing department. 3. Offline marketing In Internet gathering places, we often see various sales personnel who give you a flyer or poster and ask you to download their APP. What is the approximate cost of this? The cost of a flyer ranges from 0.1 cent to 1 yuan, depending on the material and the total number of copies printed. Labor costs range from 30 yuan per hour to 80 yuan per day. The cost of providing gifts varies from person to person. The cost of a certain P2P offline promotion is about 20 yuan for each new user, while the cost of some overseas shopping apps is said to be as high as 500 yuan per person. For most people who still want to use flyers to promote offline conversions, the hope of achieving the desired results is very slim, but does that mean that ground promotion is useless? No, if you use the ground promotion method to print the company's QR code on flyers with a more sophisticated content presentation method, the effect will be unexpectedly good, especially for some corporate products that have precise service groups. You can distribute them at conferences where relevant people gather, and the other party only needs to scan and follow the official account , and will continue to receive your fresh information about the industry through the official account. Most people will accept it. What is the actual effect? Basically, after an event, the number of new users ranges from 300 to 2,000, and the average cost of each new fan is about 0.1 yuan. Moreover, the high degree of accuracy and value will often give you pleasant surprises. 4. Niche Communities In the early days, Renren, Tianya, Douban, Zhihu, Tieba, and professional forums attracted user attention on a small scale. If the content itself was not a suitable carrier for the corresponding community, advertising was implanted in a rather blunt manner. The cost of daily operations generally ranged from 10,000 to 50,000 yuan, and the conversions brought ranged from 0 to 100. If the number of users attracted was used as the KPI , the cost-effectiveness was extremely low and it was easy to cause disgust among community users. Users of this kind of community are extremely sensitive to foreign texts and styles. If they are not heavy users, it is difficult to grasp the scale, and it is extremely unwelcome to the platform. However, if you cooperate directly with the platform and purchase banners, splash screen ads, etc., the cost generally ranges from hundreds of thousands to millions. The cost is too high, and you may not be able to buy them, because these platforms also attach great importance to whether the tone of the advertiser is consistent with the platform itself. So what is the most suitable way? If you are a rental, e-commerce, information, or social platform, you can use these channels as an information distribution channel. For example, if you are a newly started e-commerce platform, then you can dig deep into the flagship products on the platform, package them, and make a recommendation list under relevant user groups and topics. As long as the content itself is both thoughtful and useful to everyone, you don’t mind if there are traffic diversions. The most typical example here is Le Chun’s post on Zhihu: What is the most suitable snack to eat in the office? The answer to this question received 59K likes, ranking among the top ten in terms of likes on Zhihu. The QR code was placed prominently, which had a huge traffic-generating effect. 5. Weibo To understand the past and present of Weibo, first read a GQ feature article "Exclusive Report: The Rise of the Joke Teller Army", which records in detail the three major joke teller armies: Gushan, Lou's, and Yaxian, three major cultural communication companies. They have signed contracts with 90% of the big joke tellers and can easily occupy the fragmented time of modern urbanites through capital operations. There is already very public data on how big this cake is on the Internet, and a simple search will surprise you. In the early days, Weibo was arguably the friendliest platform in the SNS advertising industry, and was extremely tolerant of big accounts that made money on its platform. Starting from 2015, if an advertisement did not follow the micro-task, it would be very easy to be blocked by the platform. In the later period, the average price per UV (unique user) was about 12.82 yuan (quite expensive), so Weibo is now more suitable for packaging complaints as event marketing . Of course, brands will be deliberately ignored during the natural forwarding process, but no one is stupid, so how to carve out a path for survival in the cracks is a matter of opinion. 6. WeChat For many companies, advertising on WeChat has gradually become useless, tasteless to eat and a pity to throw away. It is roughly divided into three forms: direct advertising, about 8,000 to 10,000 yuan per article, commissioned soft articles, about 10,000 to 450,000 yuan per article, and monthly subscription for the bottom banner, about 10,000 to 20,000 yuan per month. Traffic is diverted by placing links to the original text, and the cost varies according to the content. According to the data I have collected, most of them are between 10 and 20 yuan per UV. Information flow advertising such as Moments ads must have excellent effects when they first come out, and then the effect drops sharply as people become numb. According to the charging standards disclosed by WeChat: the unit price of Moments ads purchased through scheduling is determined by the region where the ads are placed, and the minimum budget for a single placement is 50,000 yuan. The delivery areas are currently divided into three categories: core cities, key cities and ordinary cities. The specific cities included in each category and the corresponding exposure unit prices are as follows: 1. Core cities: The charge per thousand impressions for graphic ads is RMB 150, and for video ads is RMB 180, including Beijing and Shanghai. For example: If an advertiser places a picture and text advertisement in WeChat Moments in Beijing with a budget of RMB 300,000, the advertisement can get at least 2 million exposures. 2. Key cities: The charge for text and picture ads is RMB 100 per thousand impressions, and the charge for video ads is RMB 120. This includes 20 highly active cities including Guangzhou, Chengdu , Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi'an, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin, and Fuzhou. For example, an advertiser targets Guangzhou and Shenzhen for text and picture ads in Moments with a budget of RMB 300,000. The advertiser's ads can get a total of 3 million impressions in at least these two regions. 3. Ordinary cities: The charge per thousand impressions for graphic ads is 50 yuan, and for video ads is 60 yuan, including cities other than the above 22 cities. For example: an advertiser places text and picture ads on WeChat Moments in Dongguan and Zhangzhou with a budget of RMB 300,000. The advertiser's ads can receive a total of 6 million impressions in at least the two regions. (Data source: WeChat Advertising Assistant) Based on the fact that customers who have placed an ad will basically not place an ad a second time...it should be unsatisfactory. Everyone is playing ONS, just to increase their presence and improve user favorability. Who cares? 7. Subway and targeted advertising It is basically not the turn of newcomers to handle this. Millions of real money are involved, and there is hardly any sound. Generally, senior management and the boss will come forward to negotiate the lowest discount, and 10% or 20% discount is not uncommon. Then there are the tedious contracts and audits, and material production processes. Newcomers only need to have a superficial understanding of this. No one can guarantee that this hot potato will not fall on you. Why do you say it is hot? Because of the tight schedule, many revision opinions, and the number of unqualified copywriting rejected by the Advertising Law, it will drive you crazy, just like a ball being kicked back and forth between the two sides. The rigorous pursuit of details can cure all your major problems, and you cannot bear the responsibility for the slightest mistake. Just follow it once, believe me, you will have a new understanding of life. During the period of publication, the natural traffic will increase sharply, and the Baidu Index will also soar accordingly. I pray that the server will not crash often, otherwise all the money will be wasted. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @阿继Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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