Advertising: 5 factors affecting exposure

The first step in advertising is to gain exposure. If you can’t even spend the money, what’s the point of talking about optimization? In detail, advertising exposure is the most important factor throughout the process. This article takes Big Data Engine as an example to explain the factors that affect advertising exposure.

1. Advertisement display logic

First, let’s define the basic concept of advertising:

CPT: Cost Per Time, which means advertising is charged based on duration. Pay-per-hour billing is a form of advertising that places advertisements in a certain time period and location.

GD: Guarentee Delivery, guaranteed delivery ads, i.e. guaranteed quantity ads, priced by impressions;

CPM: Cost Per Mille (cost/thousand times), cost per thousand impressions, that is, payment per impression;

CPC: Cost Per Click, cost per click, pay per click, such as keyword advertising;

CPA: Cost Per Action. CPA is a method of pricing advertising based on the actual effect of advertising, and is charged based on actual conversions.

oCPC: optimization Cost Per Click, target conversion cost, still pay per click, the O here can be understood as intelligence or metaphysics;

eCPM: effective cost per mille refers to the advertising revenue that can be obtained for every thousand impressions. This concept refers to the revenue that the advertising media can obtain after displaying the advertisement.

In the Ocean Engine, the display priority is CPT>GD>bidding ads. Simply put, if the volume of the traffic pool remains unchanged, when the advertising volume of CPT and GD increases, it will affect the traffic pool of bidding ads.

2. Advertising time

Time is a concept that brand advertisers need to pay more attention to. Based on the influence of the traffic pool mentioned above, time is explained separately.

The delivery time period of Bytedance is 30 minutes per frame. First, determine the concept of peak traffic period, when you will have time to watch Tik Tok and play with your phone.

After get off work and school in the evening: 18:00-21:59, the peak period of traffic in the entire industry. Of course, the peak period of some industries can last until later time periods;

Lunch break: 11:00-13:59, the industry’s second highest traffic peak after the evening;

Morning shift: 6:00-7:59, early hours, small traffic peaks in some industries.

In other words, on a daily basis, the best time for advertising in most industries may be during lunch break and evening. If you are testing new creatives, it is recommended that you enable them one hour before the peak traffic period. Another point to note is that it takes time to learn advertising. If the advertising is delivered for too short a time or is intermittent, it will affect the normal delivery of the advertisement.

If we extend the time to a more scientific week, the peak traffic period is obviously the weekend. The weekend crowds may even double or even multiply your volume. What needs to be noted here is the comparison of indicators. The data on Monday this week should not be compared with the data on the previous Sunday, but should be compared with the data on last Monday. Remember this.

In the longer term, e-commerce customers have peak seasons and off-seasons, typically 618 and Double 11; K12 education customers have summer vacation and the start of school, and other holidays will also have corresponding impacts.

3. From advertising exposure to conversion

The first concept involved is the eCPM mentioned earlier. In theory, eCPM=CPM. The higher your eCPM, the higher the quality of users corresponding to your advertisement.

eCPM = estimated click-through rate (CTR) * estimated conversion rate (CVR) * target conversion bid * 1000

There is a pitfall here, which is the word "estimated". If the massive engine determines that the estimated click-through rate of your ad is very low, you may not have any problems, but your ad will never be shown. It is very difficult to raise the bid higher by comparison, which is a reflection of the "luck" of advertising.

How to pass the initial ranking of the advertising system. There are two main variables: materials and bids. At this time, the click-through rate of the advertisement will play a relatively large role. When the click-through rate of the advertising material is high, it can be effectively displayed, and then extended to clicks and conversions, thus completing the consumption of the account.

To put it simply, bidding is critical, but there are also greater restrictions. The higher the bid, the more competitive it is. The lower the bid, the lower your investment cost and the higher your subsequent profits. When the bid is not high enough, the material effect can make up for it, and this is where advertising materials are important.

Advertising materials include copy + pictures/videos, and basically use programmatic creativity by default, that is, the system automatically matches and combines copy and pictures/videos.

In addition, creative labels also need to be relevant to the industry in which the creativity lies, and usually use words related to competitors, content, and audiences. What needs to be noted here is that the selected vocabulary should fit the audience's usage scenarios. Overly professional words may affect the advertising effect because they are not grounded.

Finally, let’s talk about ad targeting. There are two types of targeted investment: one is fixed investment and the other is exclusion. The core goal of advertising is to acquire users. Ideally, acquiring users of lower quality at a lower cost or acquiring high-quality users at a higher cost are both reasonable buying ideas.

Most of the time, advertisers have an “I want it all” attitude towards cost and volume, that is, they want to acquire users of normal quality at a lower cost, or acquire users of higher quality at a normal cost.

In theory, the more precise the ad targeting, the higher the quality of users acquired by the ad, and the higher the cost of the ad will be. Therefore, targeting is also very important based on the needs of advertisers.

The three basic elements of orientation are: region, age, and gender. Deep targeting includes DMP population packages and looklike to expand similar populations for targeted investment. This function works better on Tencent Advertising, but is not so important on Bytedance. Exclusion packages are mostly used to exclude converted populations. A more in-depth approach is to use the custom traffic package function to exclude sub-channels with poor quality on aggregation platforms such as Pangolin.

IV. Account Model and Account Budget

Advertising is based on individual advertising accounts. An appropriate metaphor is that advertising is like building a house, and a good account is like the foundation of the house.

All operations will have a positive or negative impact on this account. Assuming that the base number of a new account is 1, as a latecomer, there are already many large accounts in the market with base numbers greater than 1 or even much greater than 1. But this new account is also lucky, it has a slight advantage over those accounts that have become 0.8 due to negative operations.

Simply put, the logic of the media is that whoever can spend money can bring him profits. If your account performs well, you will naturally receive more matching traffic.

At this point you may have understood that advertising is actually about nurturing an account, forming a healthy account model, and building a good house so that more people are willing to live in it.

Account budget, advertisers will undoubtedly limit their advertising budget. The higher the cost requirement, the more you need to limit the budget, especially in the early stages of the account when you want to grow your account. You will set a relatively high (1.2 to 1.4 times) target bid and at this time, the budget will be limited to 50 or 100 conversions. Even if the costs are on the higher side, you won’t lose much. The second party, faced with budget constraints, may choose to loosen the planned budget or impose budget restrictions at the ad group or account level. This approach is not advisable.

Limiting the budget actually means limiting the traffic, which is referred to as flow control. No matter whether you limit the advertising plan, advertising group or advertising account, there is essentially no change. Therefore, Party A recommends limiting the budget at a low level as much as possible, and Party B recommends always paying attention to the account in the early stages and keeping an eye on it. In short, account budget restrictions will have a certain impact on display, and unstable account models will also lead to unstable traffic display.

5. Whitelist

In the beginning, the competition was not so fierce and was relatively fair. When more and more advertisers came in, the whitelist became more important. Making good use of the whitelist is like using cheats. The new media function has a similar effect, so advertising is a time-sensitive profession.

Common whitelists can be inherited with one click. After activation, the newly created plan can inherit the population data of the plan with better performance in the account. You can choose to inherit manually or automatically. One-click increase in volume, this effect is similar to DOU+. When your advertising plan cannot obtain effective exposure or conversion, you can directly spend money to force buy exposure. It should be noted that a certain data foundation is required.

In this regard, when Toutiao promotes some new media functions and corresponding time nodes, it will also add some traffic support, which can also effectively increase the exposure and run-out rate of advertisements.

The above sharing.

Author: Sign

Source: Sign (yueee29979)