The popular information flow advertising, how does it work?
Information feed ads first appeared on Facebook in 2006, and once launched, they attracted the interest of major social platforms at home and abroad. In recent years, information flow advertising has become the main advertising method in major social channels due to its reliable "display", better click-through rate and higher traffic monetization. Information flow advertising is an advertising display business carried out by major social platforms on the feed flow. That is, promotional information is inserted into the friends' dynamics viewed by the user, and accurate recommendations are made based on the user's preferences according to the attributes of the social group. It is displayed mainly in the form of text, pictures and links, and is usually charged on a CPC (cost per click) or CPM (cost per 1000 impressions) basis. For business owners planning to expand overseas business, information flow advertising is an indispensable means to expand the market. How to use information flow advertising to conduct effective overseas promotions involves a "routine" approach to product and user insights.Information flow advertising: http://www.opp2.com/dspPlan multiple promotion points to quickly test the effectWhen it comes to advertising , I believe it’s hard for anyone to be successful every time. The way to minimize the risk is to plan a large number of promotion ideas in the early stages and test the effects quickly. Therefore, in the early stage, you can convene a team to conduct brainstorming, plan out promotion ideas of different styles, make them into promotional materials, and quickly put them online to test the effects. After each set of test ads receives about 10,000 exposures, the effectiveness of this set of advertising materials can be seen.Find target users and deliver targeted contentThere are generally two variables in information flow advertising : one is the material, and the other is the targeted audience. When testing and promoting ideas as mentioned in Tip 1, we keep the targeted population unchanged, generally targeting a wide range of people. After the promotion idea has been tested, we start testing to find out the group with the highest interaction rate. At this time, we need to ensure that the same set of materials are used. We can divide the broad population into several non-overlapping groups and then conduct rapid tests. For example, we can divide users into four non-overlapping user groups: male & over 35 years old, female & over 35 years old, male & under 35 years old, and female & under 35 years old. We can conduct delivery tests to find out 1-2 groups of people with higher interaction rates. After that, we can deliver these two groups in stages to prevent the materials from becoming "outdated" quickly.Focus on optimizing landing pages to increase download conversion ratesIn information flow advertising, reducing CPC cost to a very low level is far from enough, because our ultimate goal is to acquire enough effective users at the lowest cost, so we also need to pay attention to CPA and user retention rate . While reducing CPC costs, we also need to find ways to increase the conversion rate of clicks, downloads and activations. How can we improve it? At this time, we should focus on optimizing the details of the landing page, especially on the connection between the landing page and promotional materials. For example, the landing page for promoting an App is usually the App Store or Google Play , so we should work hard on the information that users see at first glance, such as the app title, app screenshots, and app description. In summary, many people's understanding of information flow advertising is limited to a good reading experience. In fact, behind an information flow advertising that "integrates brand and effect" lies a series of core steps, from creative material production, precise delivery, to effect optimization, etc. Only by mastering its core can the delivery effect be truly achieved.Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @Eptonic compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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