Reanalyze advertising and marketing!

As the auxiliary optimization functions of advertising platforms become more and more intelligent, many functions are becoming more and more fool-proof, resulting in many bosses now thinking that optimizers are just planning machines, and many companies have lower and lower requirements for optimizers. It is enough to be able to make plans and operate them. Therefore, many people are worried about the future career prospects of optimizers.

In this article, I will talk about it from the perspective of the operation system. Advertising optimization is not just about planning.

I personally divide the optimization system into three parts : systematic, data-oriented, and business-oriented.

Which channels are most effective for advertising a product? Is it better to put out a large picture or three pictures? I have seen a lot of questions like this on Zhihu, and there are many different answers. Why is this so? I personally attribute these differences to the different levels of systematic understanding of advertising. The essence of the Internet is people and system, which I understand as the ideological guidance for a person to handle and complete a task.

If you just look at the optimizer positions on any recruitment website, you will find that there are various requirements for optimizer skills. The reason is that advertising involves many links and elements. A good marketer is not only able to operate an account, but also has a systematic understanding and planning of these links and small points.

Systematicity can be simply understood as a delivery strategy, which I believe is the most important part. Big aspects: selection of advertising channels, testing of selling points, etc.; small aspects: bidding methods, labels, reporting timing of data feedback, etc. for multiple plans for a single account. The delivery strategy runs through the entire delivery process.

In general, for example, when choosing an advertising channel, the most important thing for advertising is the ROI . With this as the goal and the time dimension, the advertising strategy can be simply divided into the following:

On a smaller scale, if you encounter the following situation during delivery, how should you handle it?

Background: Party A’s client requires about 30 orders per day, with a budget of 2000-4000. The above data is a screenshot taken at night. Should the plans marked in red be suspended, or should the budget be limited? The assessment cost is the bid.

Based on my own experience, I will talk about the choices of Party A and Party B.

Party A: When encountering such a situation, the overall cost effect over a longer period of time, if the cost on a certain day is too high, I will not touch the account. Suspending or limiting the budget will have some impact on the account, so I will communicate the situation with the boss and keep the overall account budget unchanged until it is completed. In addition, I will suggest increasing the budget, communicating with sales, and working overtime to reduce costs and stabilize the account.

Party B: Such a plan will most likely be closed for various reasons, the most direct of which is that Party B strictly controls daily costs.

Why do Party A and Party B get different results when faced with the same problem? The main reason is that different people have different levels of systematic understanding of advertising.

The cost of the advertising was good in the first two days, but it suddenly became much higher today? Why is my ad not showing much? For people who ask these questions, I suggest they learn data analysis. If you use a lot of words or few words of that kind, it will be difficult for others to answer you.

Divide the advertising delivery process into before delivery, during delivery, and after delivery , and take a look at the delivery data.

Before launching: collect relevant data of the product, which can be roughly divided into: market competitor data, launch platform data, e-commerce data, and business data. Specifically, it can be the following aspects:

• Competitive product advertising data collection
• Platform self-media data collection
• Business Information
• E-commerce data
• seo information
• Media Files
• SEM information
• Circle Party A

Collecting these data can help optimizers quickly understand the industry situation on the one hand, and can help optimizers formulate delivery strategies on the other.

When launching: When advertising product data is generated, we need to formulate standards for the main data, such as the confidence interval of the cost, that is, the fluctuation range. If the cost is high, we should first check whether it is within the normal range, rather than blindly operating; if the cost is low, we should not be blindly happy, but check whether there is a problem with the conversion path or whether there are malicious fake fans. Different media have different display volumes during cold start. If there are not many displays planned, you should first check whether the recent standards have been met instead of shutting it down directly. Operation, analysis, and optimization must be followed up with data at each step, and records must be kept.

After delivery: follow up on material effects and review data. Based on the launch records, you can review the data and the next time you encounter a similar product, you can use the historical data as a reference. Data review is not just a review of operations and materials, but can also further enhance the understanding of products and media.

The capabilities of advertising optimizers are divided into five categories:

One of the most important points is business capability, which includes two aspects:

It’s a very simple question. There are many types of advertising, including large pictures, three pictures, small pictures, videos, incentive videos, splash screens, and interactions. Which one is better?

Take performance advertising as an example, especially those products that pursue same-day ROI. Just talking about the massive advertising, if it is placed on the platform headlines, three pictures are the best effect I have tested; three pictures are the main form of display for headlines, three-picture ads are highly native, and display relatively more information. For this type of advertisement, if it is a low-frequency product with functional effects, I suggest choosing Baidu as the media; the reason is that most people will still choose to go to Baidu when they have questions.

But if the marketing route you take is advertising marketing routes such as free collection and giving away information, then it is definitely recommended that you use the big picture. Which one is better? It must be based on business needs and the perception of the target media audience.

Before launching the ad, I suggest you collect more information about the client’s products and look at the information on the corresponding media platforms.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)