One article to understand the bidding mechanism of advertising promotion!

On a media platform, there will be tens of thousands of advertisers in the same bidding pool, and each account has many advertisements. So what rules do these advertisements follow to compete in the entire system?

This requires us to understand the advertising bidding mechanism, because only when you understand it can you beat others in the fierce competition.

01. Principles of advertising bidding mechanism

Exposure is the primary task of advertising and is also the upstream source of effect conversion. Only when you fully understand the rules of advertising bidding can you maximize the exposure of your advertisements. Only with exposure can there be conversion.

The bids of ads ABC are 0.8 yuan/1 yuan/1.2 yuan respectively, and the corresponding ad quality scores are 9/4/7. If they compete at the same time, ad A will get the exposure opportunity. Then why do ads B and C bid higher than ad A but still not get exposure? This is because of the factor of advertising quality score.

So why would the media introduce a mechanism like quality points? Since it is a bidding system, why not give the exposure opportunity to the one with the highest bid?

For users:

For users, bad advertisements will affect the user experience. If you simply rely on high bids to gain exposure, then if some very simple and crude advertisements are displayed to users, it will cause users to no longer like this platform and this product.

To advertisers:

With the quality score, the competition environment in the entire market will be more benign for advertisers. At the same time, this mechanism will encourage advertisers to continuously optimize their advertisements, which will also greatly improve their own advertising effectiveness.

For media platforms:

Most media advertising bidding is based on CPC. If no one clicks on the displayed ads, the media platform will not receive any revenue. At the same time, this can also control the overall market environment to develop in a positive direction.

02. Factors affecting exposure

Generally, media quality scores are evaluated based on factors such as click-through rate, freshness, relevance, stability, and delivery duration. For platforms with high social demands, such as WeChat, your social interaction rate will be evaluated in addition to click-through rate.

For example, whether to like or comment, what the ratio is, etc. You will find that the intersection of the two is click-through rate, so why is click-through rate so important?

Because conversions occur only when there are clicks, and clicks are also a vote for users, so the click-through rate is the most subjective and true feedback on whether people like the ad. Among all the factors used to evaluate quality, it has the highest weight. Advertisements with high click-through rates generally have the following characteristics: clear theme, pleasant experience, and compliance with needs.

03. Methods to improve advertising exposure

After we analyze the factors that affect exposure, how can we effectively increase advertising exposure?

In fact, it can be summed up in one sentence: He who wins the hearts of the people wins the world. Although you cannot see the specific quality score data in your account, it does not mean that you cannot control it.

(1) Ensure account freshness and activity

The advertising playback strategy will include a judgment on the number of times the same user sees the same advertisement or the same category of advertisement to ensure user experience. This will cause the exposure of an advertisement to decrease after it has been running for a period of time. We will then need to observe data changes and change creative ideas in a timely manner.

After observing the effectiveness of the entire platform, it was found that the effect of the advertisement may decay after about 7 days of release, so the creative update cycle is controlled within seven days. Practice shows that within 3 hours of an ad being launched, if the exposure and clicks are very low, it is necessary to adjust the bid and targeting conditions in a timely manner. If ineffective, the creative needs to be replaced.

In addition, the update frequency should not be concentrated on certain days. Some optimizers will upload all the materials given by the designer to the account on Monday or Wednesday, and then stop updating for a week. Although this ensures a seven-day creative update cycle, it will also cause the account to form an unbalanced state and affect exposure. Therefore, the materials must be updated in batches with a rhythm and purpose.

(2) Increase the relevance of advertising

Relevance refers to whether the content of the ad is popular with users after it is exposed, that is, the relevance between the ad creativity and user needs. If your ad is actively clicked and closed by the user, the exposure of other ads under the advertiser to which this ad belongs will also be affected. How to avoid this situation? It can be improved by improving creative content and precise targeting.

In addition to being neat and beautiful, creative content must also let users know what your product does at a glance. For example, the two pieces of material below are both loan-related advertisements. If you need to borrow money, which one would you click on? The first piece of material directly displays the amount and interest information that users want to know, while the advertising theme of the second piece of material is not clear and users can easily miss it.

If you want to increase the chances of your ad being clicked, you cannot rely solely on creativity. In fact, what is more important than creativity is the accuracy of the target audience.

Internet advertising has been on the rise for many years. Regardless of the industry, the entire market of users has been almost washed away. How to accurately reach the target users is the direction that everyone is working towards. By setting the targeting reasonably and taking into account both traffic and accuracy, the advertisement will find the right people. Precise targeting can be achieved through the use of crowd packages, system interest targeting, behavioral targeting, age and region restrictions, etc.

(3) Stability and duration of delivery

Stability and delivery duration are two factors that do not account for a large proportion in the quality score assessment, but advertising platforms also prefer relatively stable customers. For example, if you have stable daily exposure and stable delivery duration, you will be judged as a high-quality account, so you will get certain extra points in the advertising quality assessment.

For example, if an account is closed for some reason for a period of time and then reopened, you will find it difficult to gain traffic.

(4) Material specifications must be complete

Submit materials in as many sizes as possible and try different ad sizes to increase exposure opportunities and ensure that they are exposed on more than one page. The media will limit the number of ads for the same type of app displayed on the same page. If an ad can cover multiple ad slots, it can get more exposure.

(5) Optimize bidding

No matter how good the advertisement is, it will not be able to exert its advantages if the price is not competitive. When the quality score is very poor, you have to compete on price to increase exposure.

In summary, if you can achieve these 5 aspects, the exposure of your account will be improved.

Next, let’s take an excellent account with tens of millions of exposures as an example to see how it is done:

Finally, knowing yourself and your enemy will ensure victory in every battle. Only by fully understanding the specific principles of delivery can you truly apply it in actual operations and achieve twice the result with half the effort.

Author: Jiuzhilan Network Marketing

Source: Jiuzhilan Network Marketing