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MindMap Gallery Information flow advertising optimization secrets (marketing conversion funnel model)

Information flow advertising optimization secrets (marketing conversion funnel model)

The ultimate indicator to evaluate whether an advertisement is effective is not the number of impressions, click-through rates, or conversions, but it. Information flow advertising requires refined operations. Operators must know several common data indicators to make your advertising more valuable!

Edited at 2022-08-23 21:38:46

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Information flow advertising optimization secrets (marketing conversion funnel model)

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Information flow optimization tips

1. Understand the marketing conversion funnel model

From top to bottom: impression volume > click volume > visit volume > consultation volume > transaction volume (conversion)

Monitor the effect of information flow (the above 5 indicators) through the data provided by the platform, Baidu statistics, heat maps and other tools, find problems and solve them.

2. Reasons affecting display volume

1. Orientation: In the early stage of launch, the orientation should be “wide rather than narrow”

Insufficient understanding of target conversion groups

Setting too many and too detailed directional conditions will result in overexposure and high costs.

Common causes of too narrow targeting

The targeting is too precise and niche, resulting in too few people being covered.

Early stage: It is better to use big words and avoid long tails.

In the early stage, the area of interest should not be too precise.

Multiple orientations overlap, resulting in too narrow orientations

It is not recommended to use keywords and interests at the same time in the early stage.

Through audience analysis, first determine a rough group orientation, and then gradually narrow the orientation and refine operations based on the data.

2. Bidding: Unreasonable bidding results in low display volume

1) The bid is lower than the industry average and low competitiveness leads to insufficient exposure.

The initial bid should be slightly higher than the industry average in order to seize traffic as quickly as possible.

2) Failure to adjust the bid according to the actual resources applied for

Large pictures > Group pictures > Small pictures, IOS user bids > Android bids can win the competition.

3) Failure to increase bids in time according to special nodes, resulting in low display volume

To pay attention to industry investment costs, you also need to understand the overall market investment trends, industry peak seasons, e-commerce shopping festivals, etc.

Note: If the display volume is lower than the normal level and there is no improvement after multiple price increases, you can change the material or create a new plan.

3. Budget: low budget, low estimated display volume

The media will pre-allocate traffic according to the budget value

The situations where budget is too low leading to low impression volume are as follows:

1) Multiple plans and decentralized budgets

Spreading your budget will result in lower impressions for your advertising plan

It is recommended to focus on investment in the early stage

2) The overall budget is low and the budget is not arranged centrally

Choosing the average delivery mode will affect the delivery speed and the display volume will be relatively low throughout the period.

When the budget is insufficient, I adjust the delivery strategy according to traffic demand (focus on effective delivery time periods or crowd targeting)

Continuously observe the effect of conversion, allocate budget more reasonably according to conversion cost and ROI, and avoid excessive budget consumption leading to pre-stopping of delivery.

4. Promotion period: The promotion period does not cover high-quality display volume

1) The promotion period mistakenly avoids peak hours

2) Uncompetitive bids during high-quality periods lead to low display volume

Set budgets for different delivery periods based on how long the product audience is active on the promotion platform.

5. Account balance: Insufficient balance, there is a risk of pre-stopping

The platform will control the exposure of corresponding advertisements, resulting in poor delivery effects.

It is recommended to recharge in time to prevent the account balance from being too low and affecting advertising delivery.

3. How to optimize click effects

CTR (click-through rate) = click volume/impression volume, which is an important indicator to measure whether the material is excellent or not.

The optimization of click-through rate mainly refers to the optimization of entrance materials and creativity.

1. Materials: Optimize materials to increase click-through rate

The principle of “golden 2 seconds”

Picture materials have the following four basic requirements:

1) The picture is clear and identifiable

2) Focus on the key points without confusion

3) Reasonable color matching and composition

① Choose the main color that can better highlight the temperament of the product

② The matching is harmonious and does not cause visual discomfort.

It is not recommended to use color matching methods with large brightness and high saturation, such as bright red, three primary colors and other matching methods.

③ The combination is simple and not confusing

Avoid using too many main colors, using gradients, background colors synthesized with multiple special effects, or background and copywriting colors that are too similar to product colors, resulting in unclear material themes and confusing elements.

4) Nativeization

Information flow advertising materials that are close to life scenes are more likely to resonate with users and bring them closer to themselves.

2. Creativity: Creative optimization improves click-through rate (4 basic requirements)

1) Product-related: The creativity revolves around the price of the product, the problems the product solves, the highlights of the product, etc.

2) Speak in human language: easy-to-understand text with simple structure and strong readability.

3) Concrete: By concretely segmenting the population, product application scenarios, and the core value of the product, we can shorten the distance with users.

4) Dynamic creativity: Through the "weather", "region", "age", "gender" and other crowd attributes provided by the advertising platform, different dynamic creatives can be personalized and customized to make the user feel that what he is talking about is him (altruism).

As long as the display volume remains unchanged, the improvement of CTR depends on the attractiveness of the material and creativity.

4. How to improve ROI

ROI: input-output ratio

The final indicator to evaluate whether an advertisement has achieved effective results is not the number of impressions, click-through rates, or conversions, but ROI.

(Return on investment) ROI=[(Income-Advertising cost)/Investment]*100%

Through ROI indicators, all aspects of advertising are connected, the conversion effect is evaluated, and the overall advertising budget and strategy are adjusted. (ROI is an important criterion for measuring the quality of traffic in different channels and selecting effective delivery channels)