Guangdiantong optimization tips and precautions

Guangdiantong is a DSP advertisement based on Tencent products, and still adopts CPC and CPM billing models. Its advantage is undoubtedly that it has over 10 billion traffic resources with the help of Tencent's own products (QQ, QQ Space, Mobile QQ, Mobile QQ Space, Tencent.com, etc.). It also has abundant advertising resources and rich display forms. In terms of targeting, it relies on Tencent's huge database and multi-dimensional user behavior data, so it is relatively accurate. At the same time, it rarely relies on affiliate websites, so there are fewer malicious clicks . Accurate targeting means accurate user audience. At present, major Internet companies are evenly matched in competing for this piece of fat, especially in the e-commerce industry. Of course, not every company can do GuangDianTong well, and there are many skills to operate it. So, how to optimize GuangDianTong? What is its optimization direction?

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1. Audience Analysis

The optimization direction of GuangDianTong focuses on accurate positioning. In order to do a good job of positioning, it is necessary to first analyze its own products and collect user positioning and behavior directions. Understand the region, age group, online time, gender, etc. of the company's target audience. Of course, for audience analysis, you can usually refer to a lot of data, such as data collected through previous Baidu promotions , data obtained through WeChat and Weibo questionnaire analysis, etc. User positioning is very important and is directly related to whether subsequent targeting is accurate. It is an important part of reducing costs and cannot be ignored and must be taken seriously.

2. Targeted delivery

The key to the accuracy of GuangDianTong’s effectiveness lies in the targeting of its delivery. The targeting of GuangDianTong delivery includes: delivery date, delivery time, promoted products (website link - not bound to domain name, QQ merchant, certified space, QQ group, Tencent classroom, Addroid application, ios application, marketing QQ), delivery platform (QQ space, friend community, QQ/Q+ client, QQ music client, mobile platform, Tencent.com, PC Alliance), and advertising specifications (text link, picture, graphic description). The most important link is: targeting setting, which includes: delivery area, user age, gender, Internet access scenario, user situation, user behavior, etc. These are all very important links, and they must be judged based on the first link, the audience link, and continuously tested and optimized to adjust the optimal solution.

3. Creative material

Accurate targeting is important, but the second thing is to attract clicks and direct traffic to the platform. The focus of accurate targeting is exposure, while the focus of creative material is to attract clicks. This places relatively high demands on the creativity of the materials, and it must be noted that the creative points of the pictures must be prominent, and especially the relevance must be ensured. Some creative copywriting is of high standard, but users cannot understand it at a glance and it is not practical. In addition, the more advertising materials you have, the better. In particular, we need to avoid the following issues: Do not use the same material repeatedly for delivery; too much repetition will cause the click-through rate to slowly decrease. It is also important to control the number of similar advertising materials under the same targeting conditions to 1-2. The creative image materials should generally not use more than 2 fonts or colors. It is recommended to use Microsoft Yahei and popular fonts. Do not try to be "high-class" by using deformed or childish fonts.

4. Landing Page

The landing page needs to consider both the PC and mobile terminals. At the same time, it is necessary to ensure that the creative points of the material copy can be displayed on the first screen of the landing page to improve relevance and prevent users from jumping out directly. At the same time, it is also necessary to ensure that the content of the activity is highlighted and has a clear contrast with the background. It is important to pay attention to pictures and facts. If it involves consultation or registration process, necessary conversion tools must be prepared, such as: online consultation, online phone, form tools, etc. These links must have simple processes. The more complicated the process, the easier it is to lose users.

5. Data analysis and summary

Any promotion model must focus on data analysis and summary, and Guangdiantong is no exception. A and B tests must be done on creative materials and landing pages, and targeted data summaries and adjustments must be made, especially the conversion rates of each link. The effect can be evaluated through the conversion rate. At the same time, the reasons can be quickly found and the effectiveness can be adjusted in time.

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