How to place advertisements on Toutiao?

Since last year, a word has become particularly popular, called "involution".

To put it bluntly, it is fierce internal competition. In order to fight for limited resources, more costs need to be paid, resulting in the marginal effect being infinitely magnified.

This is even more true when looking at the traffic market. The development of the Internet has long passed the traffic dividend period, and the incremental market has shifted to a stock market. The most intuitive feeling of traffic practitioners in recent years should be that it is becoming increasingly difficult to acquire customers, and the corresponding costs are also rising.

In this era of involutionary traffic, is there no benefit at all?

The author believes that this is not absolute. Precisely because of the fierce competition for traffic, major media have successively launched some new advertising products, hoping to improve advertisers' customer acquisition efficiency.

Before I start, I still need to talk to you about the logic of ocpc. After all, this is the basis for all data modeling-based delivery.

Toutiao should have launched the revolutionary intelligent delivery model OCPC in 2016, which gradually evolved into the current OCPM, but the logic is the same (the logic among mainstream media is also roughly the same).

The question my fellow agents ask me most often recently is, I entered the landing page and went through the process myself, but why is there no record in the Toutiao backend (except when using conversion tracking for joint debugging).

The reason is that no relevant parameters are sent when entering the landing page from outside the Toutiao advertising environment. The conversion formed without the issuance of parameters is considered natural volume or external traffic and is not counted in the advertising background.

In short, remember that only conversions generated by advertising traffic will be reported. Whether it is bidding advertising or the currently popular live broadcast room traffic-generating advertising, the same logic applies.

Any articles that are not related to the business level are empty and false. Here, the author will use the financial industry as a starting point to introduce you to Toutiao’s new products. You can explore other industries on your own.

From CPC to OCPC, it marks the beginning of the era of intelligent advertising in the advertising industry. Currently, Toutiao can support a new bidding model, ROI bidding!

The logic is to integrate the factors that affect advertisers' ROI into the delivery model, estimate the ROI that different users bring to advertisers, and dynamically adjust bids.

We all know that ROI=revenue/cost.

Take the example of the popular million-dollar medical insurance that has been launched since 2019. For the sake of convenience, we can roughly understand the premium as income. You will find a problem: the premiums (income) of different users are different, and the cost is constant (because the bid is unified). If the proportion of users in different age groups fluctuates, it will affect the stability of ROI.

Therefore, if ROI bidding can be adopted and dynamic bidding strategies can be adopted for users of different ages and social security statuses, the stability of ROI can be guaranteed.

At this point, advertisers need to do two things:

In summary, the ROI bidding model will work well for advertisers who need to have strong control over ROI and have strict requirements on basic information such as user age, gender, social security, etc.

Long-term businesses have their own concerns. E-commerce is afraid of no repeat purchases, games are afraid of loss, the loan industry is afraid of bad debts, and insurance is afraid of non-payment...

Continuing with the example of the million-dollar medical insurance, users who purchase the monthly payment version of the medical insurance need to pay in 12 installments. As time goes by, we will find that fewer and fewer users successfully pay. How can we improve this situation?

The long-term assist model can report users who have not paid their due dates to Toutiao for data modeling.

The model continuously accumulates data and will later judge the advertising users. Ads will not be shown to those who are judged as negative examples, thereby improving the user quality and back-end data performance of advertisers.

If it is the loan industry, users who fail to repay on time can be reported and modeled; in the game industry, users who churn at different time points can be reported and modeled. The logic is basically the same.

As a video app that firmly sits at the top, it goes without saying how fierce the competition for traffic is for Tik Tok. Gradually, some advertisers began to turn their attention to pangolins.

The essence of Pangolin is affiliate advertising. It has more than 100,000 application resources and more than 300 million daily active users.

Its existence is a black box. Due to the abundance of resources and more ad spaces under the resources, advertisers will not be able to conduct further data analysis, resulting in a situation where good ads are particularly good and bad ads are particularly bad.

In order to help advertisers to fine-tune their advertising placements on Pangolin, Toutiao divided the advertising resources under Pangolin into three levels, namely primary industry, secondary industry, and advertising space (union_site).

The implementation method is that Toutiao adds macro parameters to the plan connection of direct investment Pangolin (refer to the ocpc logic part). After the user enters the landing page, the specific ad position ID (union_site) will be sent to the advertiser in the form of macro parameters. After the advertiser obtains the ad slot ID parameter, he can connect the front-end and back-end data in series.

There are two ways to get the front-end data of different advertising locations of Pangolin, as follows:

There is no need to say more about what happened next. With data support, we can eliminate the IDs of low-quality ad spaces. From now on, Pangolin is no longer an independent chaotic black box.

RTA has a brother called RTB. They look similar, but their meanings are completely different.

RTB (Real Time Bidding) supports real-time bidding for each ad exposure.

Before 2011, online advertising in my country was mostly sold in the form of CPT buyout, fixed CPM, and CPC. The emergence of RTB represents a new step forward in domestic online advertising technology.

Now let’s talk about RTB’s younger brother, RTA.

RTA (RealTime API) transmits media crowd data to advertisers, and then allows advertisers to decide whether to display advertisements to this person.

RTA products have two major advantages: they can realize user screening and traffic screening.

Regarding traffic screening, users brought by low-quality traffic can be blocked. Just like in the NO.3 Pangolin unionsite docking, if it is found that the backend data of a certain ad slot ID is very poor, advertisers in RTA will give up bidding for such users.

I have witnessed the prosperity of the traffic dividend period and the baptism of different industries, such as the loan industry in 2019 and the education industry now.

Along the way, I increasingly feel that investment is something that needs to go with the flow.

If you spend a lot of time and effort on the so-called infrastructure every day but still can't run it as well as others, you should reconsider the direction of the video, simplify the landing page process, and innovate the delivery, instead of frantically releasing a wave of new materials. Don't use diligence in action to cover up laziness in thought.

In conclusion:

For optimizers, they should first see the trend clearly and then talk about efforts; never go to a dead end and then sigh regretfully. Many times, the moment you make a decision, the outcome of the matter has already been basically determined, but it just takes some time to manifest.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)