Analysis plan for information flow advertising channels!

As an information flow optimizer, the most difficult thing is channel selection.

At present, there are hundreds of information flow platforms on the market. Faced with so many information flow channels, how should we choose? How should it be deployed?

First of all, we need to understand the classification of major information flow channels and their platform characteristics, so as to deliver information flow advertisements, determine the delivery content, and set conversion points in a more targeted manner.

Information flow channel classification

In previous articles, we simply divided platforms into video platforms, information platforms, social platforms, and search platforms according to their types.

Information platforms : Toutiao, Yidian Zixun, NetEase News, Tencent News, Sina News, etc.

Video platforms : iQiyi, Youku, Tencent Video, Douyin, Kuaishou, Xigua Video, etc.

Social platforms : WeChat, QQ, Weibo, Momo, Maimai, etc.

Search platforms : Baidu, 360, UC Browser, etc.

But in fact, according to this classification, the promotion methods of various platforms are still different. For example, you can invest in all Toutiao, but if you choose to invest in all Yidian Zixun and NetEase News, tens of thousands of dollars will be burned in minutes.

Therefore, we divide information flow channels into three categories based on the maturity or intelligence of the channel algorithm mechanism : primary intelligent channels, intermediate intelligent channels, and advanced intelligent channels.

1. Primary smart channel

Primary intelligent channels, also known as search intelligent channels, mainly include channels with search behaviors, among which Baidu information flow is the main representative, followed by UC. This is reflected in the fact that intent words (search words) are still the most critical link in targeting. Although there is intelligent targeting, it cannot get rid of the important influence of search on crowd targeting. Another type is channels whose bidding methods are only traditional CPC or CPM bidding, such as Zhihu and Sogou, which do not provide bidding methods for intelligent optimization conversion.

2. Intermediate intelligent channel

The O series smart bidding is the main bidding method for this part of the channel. Its feature is that it does not rely on intent words and can be delivered by selecting only interests. In the delivery, targeting is still a relatively important part. The most obvious difference between it and the advanced smart channel is that it cannot be run in a non-targeted manner. Certain interests must be selected to ensure that there is an effect and the traffic can be controlled. Guangdiantong is the main representative, and others include NetEase, Sina, Fenmintong , etc.

3. Advanced Intelligent Channels

The most obvious feature of advanced intelligent channels is that they can be delivered in a general way (not targeted). The system can automatically find the target audience through creativity and smart bidding. The degree of intelligence is very high. Toutiao is the main representative. Toutiao's algorithm is very mature. It can find customers by targeting the audience only by creative tags, creative classifications and creative titles without targeting. 360 is also one of them. 360's PC information flow has a full-network intelligent targeting. You only need to select a specific industry package to deliver it, and find the target users through layout and creativity.

Finally, we summarized the above channels into a picture and shared it with everyone!

Information flow platform features

After understanding the classification of each channel, we also need to understand the characteristics of each channel, otherwise there will be big problems in selecting channels later.

1. Baidu

Baidu is one of the three largest traffic giants, and most domestic users are using its search engine. Native ads can be displayed in the news feeds of Baidu’s major platforms.

Although it started late, only beginning to engage in information flow in 2016, it has developed extremely rapidly in the past two years. Because it has a search foundation, it cannot get rid of its inertial thinking - keywords, so keywords must be included in Baidu information flow, and keyword packages are an important factor affecting traffic.

Advertising platforms : Baidu, Baidu Tieba, Baidu mobile browser, Baidu Alliance, etc.

Advantages : search foundation, keyword targeting, and the ability to target forums

Disadvantages : Sogou, Tieba and some alliance traffic. The crowds of these three platforms are different. Sogou’s crowd is relatively broad, Tieba’s crowd is younger, and the alliance’s crowd is more complex, so they need to be distributed separately.

Advertising suggestions : Baidu information flow has no industry restrictions, so it is recommended to open Baidu first.

2. UC Headlines

UC Headlines is a news information recommendation and distribution platform under UC Browser. It has a large number of news data sources and provides high-quality personalized articles to users through big data recommendation and machine learning algorithms.

Advertising platform : UC Browser, UC Headlines APP

Advantages : Aggregate Shenma Mobile Search and Alibaba user behavior big data to accurately match people

For example, if you searched for items on Taobao, UC will push them to you.

Disadvantages : difficult to control flow, large volatility

Advertising suggestions : games, e-commerce, finance, APP downloads

3. Headlines

Toutiao is a recommendation engine product based on data mining. It is also one of the fastest growing products in the domestic Internet field and the largest information flow platform.

It is the most intelligent channel with a wide audience, and can be used in all industries, especially those seeking to achieve results.

Advertising platform : Toutiao

User characteristics : Wide range of groups, concentrated in second-tier and third-tier cities and below

Advantages : The algorithm is mature, the word package is targeted, it is very convenient to build a mobile website, and the ocpm and cpa system algorithms have good effects. Users use the app for more than 76 minutes a day. At the same time, the app can be quickly promoted within 5 seconds to lock in target users, and the user model can be updated within 10 seconds, making advertising more accurate.

Disadvantages : poor quality, fake orders

Suggestions for placement : Finance, life, games, apps, etc. You can also place placements based on the categories in the navigation bar.

4. TikTok

Douyin’s information flow ads display the video ads placed by advertisers in the information flow of Douyin’s recommended channel. At the same time, it supports jumping from video ad clicks to the landing page set by the advertiser, helping advertisers achieve their marketing promotion goals on Douyin.

Advertising platform : TikTok APP

User characteristics : young population, high activity, high customer memory

Advantages : Large exposure, good new brand recognition effect

Disadvantages : high cost, uncontrollable traffic, low level of intention, high material requirements, high industry restrictions

Advertising suggestions : game, app, automobile and other brand exposure

5. 360

360 information flow advertising realizes the coordinated development of information flow advertising on PC and mobile terminals, and the perfect integration with tool products. With the three major advantages of massive cross-end resources, world-leading personalized redirection technology, and functional and refined delivery model

Advertising platforms : 360 Browser, SafeGuard, etc.

Advantages : Large PC traffic, high coverage, web games based on 360 search, can be placed according to keywords

Disadvantages : Multiple and diverse cooperative media, poor traffic quality

Advertising suggestions : web games, medical care, products and other large audience industries

6. Tencent social platform

Tencent Social Platform (formerly Guangdiantong), Tencent can be said to be the leader in the social industry. It was established the earliest and has huge traffic with the two super IPs QQ and WeChat. It can be said that it basically covers all users on the entire network.

Advertising products : Tencent News, Tiantian Kuaibao, QQ client, QQ space, browser, etc.

Advantages : No. 1 social application ranking, wide coverage, high daily activity, high user stickiness, suitable for brand promotion.

Disadvantages : Many platforms, wide audience, difficult to be precise

Advertising suggestions : It is recommended to advertise light industrial or daily life products.

7. Fans Pass

Weibo's "Fanstong" is a marketing product that accurately delivers corporate advertisements to fans and potential fans based on user attributes and social relationships. It has seven information flow advertising display formats. As the commercialization of Fanstong matures, it has gradually become a must-invest channel for most advertisers.

Advertising platform : Weibo

User characteristics : active group, relatively young, high-quality female users

Advantages : You can specify the user group that interacts with blog posts and daily life. At the same time, the proportion of daily active users on mobile terminals reaches 91%. It can be flexibly used in multiple forms such as blog posts, applications, accounts, videos, pictures and texts, and nine-square grids, and native communication can be achieved through mobile social networking.

Disadvantages : high cost and uncontrollable traffic.

Advertising suggestions : lifestyle products (e.g. food, clothing, etc.), regional products (e.g. photography, etc.), games, apps, etc., follow up on hot spots

The above is an introduction to the channel characteristics of some mainstream industries. When placing ads, you must first analyze the characteristics of each channel and place them according to your own situation. Otherwise, all efforts will be in vain if the direction is wrong.