How information flows advertising operations? You get to know one article!

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Where multi-user, our marketing channels to where.
With the fragmentation of mobile Internet users attention is drawn various vertical APP, search traffic and the effect of the decline, more advertisers to tilt the flow of information to the budget. Since the precise directional information flow label advertising, original content, interactive communication rate, without increasing the limit advertising media advertising inventory, the overall size of the market continues to grow
a flow of information in Advertising Principles
stream advertising is advertising the auction, but Different from the traditional search competitors qualifying battle instead fight for every user privileges exposure. And if you can win depends on the exposure permission ECPM value, eCPM (pre-allocated exposure) = * Quality of the bid (CTR).
Of course, for a variety of currently bidding (CPM, CPC, CPA, oCPM , oCPC), ECPM has a corresponding conversion.
There is the most important thing is estimated CTR and CVR estimates, will go to each of the estimated CTR and CVR population characteristics based on a combination of factors, industry characteristics, the historical CTR, and page CVR and advertising material and so on.
Second, the information stream advertising platform
the current flow of information platform is divided into social classes, class information, tools and videos, etc., in the still monopolized by giant traffic BATT first camp, because the user capacity, precision algorithm for advertisers to that is contested.
Third, how the flow of information
advertising the right time + = suitable scene (media) + appropriate advertising (creative) + for the crowd (push), the flow of information is an important part of the ad orientation, material, and page bid. That is, how accurate labeling directed to the right person, how to make the appropriate material to attract and to convert these different orientations for people, and what the price should be taken for different people to buy it to ensure a reasonable ROI.
1, the product to understand
the flow of information or prior to any marketing, we must first understand their own product features, only to refine their product selling points, followed in order to meet the needs of pain-directed groups, in order to produce the appropriate material, while understanding the product time will find part of the population does not own the user, because the product can not meet.
Different industries products to be structured around its own characteristic dimensions decomposition products know increasingly more accurate and detailed refining selling point, and where the proposed multi-company sales and customer service staff to communicate.
2, users understand
user this is mainly for analysis around the user portraits and user needs, pain points, the sharper the user portrait facilitate directed operation of late, including age, gender, geography, education, occupation income, hobbies, surfing habits, consumption property and many more.
In addition, in the real user needs and pain points terms, you must dig deep to understand why users choose this product, what is the purpose? This product suppliers so much, how should you choose? Therefore, the user needs to judge the decision point in what place?
In addition to sales and customer service here understand, but can also be self-built user research community, and in some user-infested communities, forums, review sites and electrical services, view the user's speech and so on.
3, platform selection
1) Nikkatsu, month to live, duration, number of starts
can be viewed according to Ereli or Analysys platforms such as the APP-related data, the live greater the day, the more users, the length of the longer start the more times the higher the quality of the user , more adequate viscosity.
2) platform users to analyze
whether the decision can get a lot of exposure on the premise that the platform has a large number of line with its own users, so be sure to analyze the user population distribution platform for their products and user groups match.
3) Data Dimensions algorithm directional
flow of information is to lock people advertising based on user label orientation, the crowd decided to test the accuracy of the data platform is the real dimension of diversity, as well as the ability to tag identification algorithm directional dimension.
For example, the accuracy of the data, the micro-channel even higher level, because the real (ID binding open payment wallet), so more precise directional basis.
From the data dimensions, the micro believed to have social data, payment data, reading data, map data, etc., plus a number of Tencent Department of matrix products, open up the case of acquired data users the ability to tag more accurate.
But the data also need to accurately identify the algorithm, we know that most of the information flow to interest-oriented platform, but strong interest, timeliness, how to give a large number of dynamic user tag orientation is a test platform for the algorithm.
For example, a male watched sports football related articles that give the user add sports label, but the label to the sports factor is how much? 10% or 90%? Whether long-term interest? Time to see about how long a concern, and so on?
4) the crowd directed
at them after our understanding of the product, the user and the platform, we need to establish a crowd directed their users, whether it is the flow of information or search advertising, is nothing more than spend money to buy, but the crowd was divided core objectives and potential crowd, searching, according to the intention of the strength of key words into the word brand, product word, common words and word groups, word that core group is the brand, the product and the target population is the general term potential crowd is the crowd term industry .
Traffic is from small to large, but the conversion rate is high to low. We want to calculate the overall CVR of each segment is given a reasonable price and budget. For information flow is also the same principle, divided into the core objectives of the potential population of each segment in which the orientation of the platform can be combined in line delineated. Of course the flow of information platform can take a posteriori way.
At present most of the platform is divided into directional basis, interests and behavioral targeting, in which the basic orientation (age, sex, geographic education marriage) Partial crowds, directional partial interest objectives, and behavioral targeting (search, APP, electricity providers, social interaction) is more accurate bias effect, it is generally directed to various combinations of cross-interest basis +, + basic behavior in the case of test results based.
In addition mature platform for information flow analysis using the DMP data, advertisers can upload the data packets have been transformed people were lookalike extended the crowd, but also a way of orientation.
5) landing page material
for orientation different people need different materials (+ selling style) combination attractive.
For example, the target population, the user needs a lot of points, including teachers, teaching materials, price, teaching effectiveness and so on, each demand point can be extracted from different selling point to meet.
Even if demand for this price point, and the text can be played subtract, $ 0, free, trial, gifts, preferential quota cut-off time, etc., so you can edit a variety of copy price, the picture can be divided into the big picture, the three map , Photos, and four grids, squares, stitching and other styles, the result of combinations of two formed a lot, of course, part of the platform as the current headlines system is already programmed creativity, the machine automatically uploaded creative combinations were tested and optimized.
In addition to the diversity of material, there is little correlation is freshness, such as the CPC bid mode (or ocpc, ocpm) want to get to the first premise is to increase the exposure to get a higher CTR ECPM value.
Although the time before the new ad, the ad will give a crowd estimate based on characteristics of the user CTR, CTR history and other factors, you can get more exposure level when CTR is high, but the real CTR ads appear, if low, will reduce the period of time ECPM value, CTR will reduce over time even under high, so that's why the flow of information advertising platform continue to add advertising.
Also important to note that different information streams platform, the platform must meet user copy features are described, for example, almost known, it may be a quiz neighborhoods thereof, so that more native increase CTR.
In addition to landing page this part of the platform carrier may try to diversify, such as micro-channel public number, applets, H5 page.
If the number is public as a carrier, due to the direct conversion path longer, but beneficial to advertisers at doing some of the contents of user operations, the need to test.
Applet can make this conversion path more smooth. Generally short version bananer highlight for the page flow of information, transforming the front entrance, add the tail entrance again.
6) bid budget
is currently bidding platform and diverse flow of information, including the schedule advertising, CPM, CPC, CPA, Ocpm , Ocpc and so on. Starting bid higher than the recommended CPA or history of stable way, the budget is best not to be too restrictive, when it is greater than 5000 reliable exposure data. And it must be divided into different bids and budgets based on different spheres of the crowd.