Interpretation of the data monitoring and optimization methods of online alliance promotion

1. Network Alliance Data Monitoring

After an enterprise places an ad network, data monitoring is a very important step, mainly to provide sufficient guidance for the enterprise's subsequent optimization.

Data reports can help companies monitor and control data. Companies and individuals can customize this data in their accounts: standardized daily reports, daily/weekly/monthly reports on account performance/promotion plan performance/promotion group performance/creative performance, and website-based reports on promotion groups/creatives.

In campaign management, you can view/download these reports: campaign plan, campaign group, creative, network, interest, keyword report, as well as campaign plan/campaign group daily report and creative daily/site report.

If the company defines conversions, you can also see conversion data for each website.

Enterprises can also monitor data by installing Baidu Statistics.

In Baidu Statistics, you can view statistical data at each level of promotion plan, promotion group, creativity, and website.

Baidu Statistics provides dozens of graphical reports to track visitors' visit routes throughout the entire process and help monitor the promotion effects of various traffic channels, allowing companies to timely understand the promotion effects of online alliances and optimize promotion plans.

2. Network Alliance Optimization Methods

There are usually two situations that need to be optimized in the early stage of the launch of an online alliance account: one is that the display volume is too low.

According to the principle of marketing funnel, the display volume is a strong guarantee for subsequent links. The larger the display volume, the greater the probability of corresponding orders.

To do this, we need to ensure a certain level of exposure.

Second, the account was taken offline too early.

The longer the online time, the wider the coverage of target netizens, which can strengthen the coverage of netizens, help to form brand influence and increase the probability of conversion.

If the business owner goes offline too early, netizens will not be able to see the business owner's promotional information during the offline period, resulting in loss of business opportunities.

To this end, we need to ensure sufficient online time to avoid such situations from happening.

1. The display volume is too low

First of all, the main factor determining the display volume of the alliance is the competitiveness of the promotion team, and the factors that determine competitiveness include bids and quality.

To this end, slightly increasing the bids of each promotion group under the problem plan will help to quickly improve the display situation.

If the bid of the promotion group under the plan with insufficient display differs from the click price by less than 5%, the bid of this promotion group can be appropriately increased.

When raising the price, use 5% to 10% of the current bid as a unit and adjust gradually.

Another factor that affects the amount of ad impressions is the size of the impression range.

Factors that affect the display scope include the choice of website, the number of keywords, the choice of points of interest, etc.

For example, if you choose keyword targeting, you can increase the number of prompts appropriately, especially those with large display volumes.

Filter short words with good conversion effects and high display volume, use keyword recommendation tools to expand the words, and give priority to long-tail precise words with great display opportunities (high number of searches and average daily display volume) and less competitive.

Secondly, transferring the budget of the plan with insufficient display volume to the plan with stronger display capacity can ensure the improvement of the overall display volume of the account.

2. The account was offline too early

If the online time of a plan is less than 2/3 of the delivery time period, optimization is required. Specific optimization methods include the following:

The first method is to increase the budget: transfer the budget of the underperforming promotion plan to the promotion plan that was offline too early, or add more budget to this part.

The second method is to modify the delivery schedule: If you cannot increase the budget, you can consider changing the delivery schedule and choose the peak Internet access period of the target group for delivery based on the characteristics of the promoted product.

The third method is to lower the bid: If the bid of the promotion group is more than twice the average bid of the system, the price can be appropriately lowered to extend the online time.

. When lowering the price, use 5% to 10% of the current bid as a price reduction unit and adjust gradually.

Finally, in the actual delivery process, it is often necessary to perform separate operations on certain industries, websites, and links.

To this end, the online alliance promotion system has developed the functions of setting links for each website, IP filtering, and bidding by industry and website. In order to meet the personalized needs of different enterprises.

For example, when modifying a promotion group, you can set up link clicks and IP filtering by website.

Different website click links refer to setting different click URLs for different display sites.

The IP filtering rule is to no longer display promotional information to the set IP address. IP filtering is set when the same IP address is visited multiple times and the conversion rate is not ideal.

In the network delivery interface, we can make targeted bids by industry or by site for the delivered sites according to our own selected industries or websites.

This method is suitable for situations where it is necessary to focus on certain characteristic industries or specific sites.

Author: New perspective on search marketing

Source: New Perspective on Search Marketing