"This plan ran XX yesterday, but today it is out of measure. Can you help me look at it?"——
This is the daily routine for agents to find media
"Help! Today, the weight has dropped 50% year on year, and the cost has increased. What's the situation?"——
This is a routine for Party A to find media
As a "God's perspective", media operation has become the final barrier for everyone to solve problems.
In the eyes of media side operations, how do you view the rise and fall of information flow advertising?
The History of Bidding Methods
Media advertisements used to be like food stamps issued by communes
When it comes to the initial stage of Internet information flow advertising, it needs to go back to Facebook in 2006. It can be said that Facebook is the ancestor of sticking plaster in the information flow and inserting small advertisements. At the beginning, the role of the advertising media was like a people's commune. The annual food stamps were quantitative. This banner position could only buy one customer a day, so the sales method was CPT. Who has the money? You can make a reservation first and go online on the day you make a reservation. At this time, advertising is simple. It does not need to calculate, but only needs to price and buy. The formula for making money by media is simple. Media revenue=CPT * 365 days.
Later, there were more people asking for food stamps. What if 365 days were not enough? So there is "half of the juice is shared with you". The media divides the advertising flow in half, in half, in half, and in half. It can also be called more professional - round robin.
Why is advertising volume not metaphysical
Later, with the rapid growth of the "population", that is, the demand side of Internet advertising, the webcast could not meet the market demand. What should we do? At this time, the smart Internet people came up with a solution. I made a market-based auction platform, and you can compete freely, so the embryonic form of effect advertising was born. At this time, the sales method can no longer be CPT, but CPM, CPC. For the media, the formula for making money also changes: ecpm=cpc * ctr * 1000. For front-line optimizers, I can still understand at this time. According to the formula, my father can't get ads, which is the problem of low bid or low click through rate.
Later, there were more roles in the market. Double the number of dads, double the number of agents, and double the number of employees in the industry chain, and the media platform, transactions, and the logic of advertising became more and more refined and rationalized. More and more accurate calculations were made to find the right person to display the appropriate advertising in the right scene.
At this time, OCPX comes along, which estimates and pays according to the conversion. For the media, the formula for making money has changed again: ecpm=pctr (estimated click rate) * pcvr (estimated conversion rate) * bid (bid).
Extended media profit ecpm formula:
I believe that after seeing this, you want to quit reading the article. The ORZ in your heart "This is something that xxx people can't understand!" Yes, the market is becoming more and more complex. The media's thinking is that who should I give my ads more reasonably, how I distribute traffic is more for customers to transform, and for me the best income. Behind the precise calculation formula, it represents the complexity and refinement of economic competition in the advertising market.
You want to fully understand, can say, impossible, as a small individual, how can you fully see the logic behind the huge machine computing power? Therefore, we will feel that it is metaphysical but not metaphysical when the advertisement fails to run and the quantity drops, but its distribution logic has evolved more reasonably. And what can we do? Continue to look at the following
Abandon invalid treatment
Everyone can only see what he can only know - grasp what can be done from his own perspective
Because the system is becoming complex, at this time, we can catch, understand, and intervene in the part of the gap under different permissions at each level.
The following is the scope chain of the perspective of the R&D product operation optimizer. What can we see?
Learning to give up is more important than working hard
"What should I do? Should I lie flat when the advertisement runs away?" In fact, we can achieve perfection from each perspective. My Nissan PUA My body:
Optimist: Are advertising materials really attractive? Is it right for the crowd? Can we change some industry tests for commodity advertisements? Can the online time be adjusted? Can I set bids by region? Which regions have higher conversion rates? Is it more effective to re advertise than the one that has been tangled up
Commercial operation: what are the means to improve the efficiency of CTR, CVR and customer launch? Why is the A customer link more efficient than the B customer link? What optimization details did you not notice? What functions are really effective for optimizers and customers? What incremental thinking can be replicated? How can model stability be further improved? How can customer links be further optimized? Is there room for improving the cooperation efficiency between customers and agents?
Instead:
Optimist: It's metaphysics again. The media can't afford it. Find him. Find him This advertisement has been lost for three days. I can't find the reason. The customer is still angry with me The media did not reply to the news
Media operation: the pot of research and development! The pot of product strategy! Abbess xxx has been optimized! Customers should go to x!
Advertising optimization and volume increase is a process of continuous scientific trial and error and iterative analysis of methods , rather than a continuous entanglement with what has happened.
The road to operational upgrading - from quantitative change to qualitative change and cognitive upgrading
What are the basic operations doing?
"The optimizer bothered me again, and I helped him look at his account for a long time, but I didn't find any problems". The basic media operation always falls into the problem checking, leading to a blind spot. As a result, more time is wasted in the repeated and ineffective work every day, and finally, there is only one feedback to the customer about the launch: price increase.
What dimensions should the basic media side operation achieve? Carry out all-round diagnostic analysis around CTR/CVR/link/orientation, etc. From the perspective of traffic: make a comprehensive analysis from the data after the advertisement is exposed and the data stage before the advertisement is issued (recall/rough sorting/fine sorting).
Then, we can find out which traffic position and traffic distribution proportion should be used for high-quality advertising, and how to let agents and customers run volume replication and new traffic testing. Link perspective: the conversion rate of each step, how much is the difference between high-quality and low-quality advertising, and what is the difference in the jump link? From the perspective of material: did the video creativity catch the user's eyes in the first three seconds, and what aspects of human nature did he perceive and grasp? From the perspective of crowd: whether the customer's user profile is consistent with the launch results, and how to further improve the competitiveness in terms of core crowd delineation and volume acquisition.
What does a medium operation need to do?
Effectively distinguish the priority of customer volume. For example, before checking problems, you should be like an old Chinese doctor, and the rhythm should be in your own hands, rather than being haunted by problems. Before feedback from agents and customers, they should first inquire about the launch situation and ask more about the historical background of the launch: "How long has this ad run before volume loss", "How long has the material of this account not been updated", "What are the platforms losing volume", "What are the ctr and cvr data of ecpm and the whole link", etc. In this way, before troubleshooting, you already know about 60% or 70% of the problems in your heart. As your experience increases, your sensitivity increases, and many problems have been treated before troubleshooting.
In addition to the perspective of account increment, what medium operations need to do is how to do innovative testing and customer launch iterations. For example, when new launch products appear, which traffic has better matching, which other industry links can refer to, and which groups are worth mining and testing? What business scenarios and problems can be combined with technical capabilities such as RTA and API for intelligent delivery evolution and improvement. If one party's data is used more effectively, customized modeling can be done with the media model.
The Road to Advanced Commercial Operation
From launching guidance to leading the optimization of customer solutions, how can it be regarded as stepping on the road of advanced operation? At this time, the time for launching optimization guidance and analysis must be controlled within 30% in daily work, and what to do with the rest of the time. For example, industry profit model formula and differentiation analysis, customer launch cost market and stage analysis, what is the most important thing for customers at the current stage of industry development? Infrastructure capacity improvement or media capacity and ecological cultivation? What is the customer's organizational efficiency problem? Is it the problem of grassroots customer implementation optimization or the problem of senior managers? How to solve it? How should we solve the whole set of solutions for customer overall marketing in our media ecosystem?
From a larger pattern and perspective of the industry, where are the current problems of the industry, and how can we more effectively solve the problems of the industry, for example, how should customers' marketing methods be accompanied by new traffic resource scenarios, and what changes should be made in the generation of customer acquisition capabilities of new products? How to explore the landing and innovation in the media according to the profit model of customers, and how to put forward the really valuable product demand and landing according to the market demand.
Conclusion:
Thanks to the teachers and friends who have accompanied me in my six years of advertising business, what has happened in this industry from the perspective of media operation? What kind of people does the industry need? What we can do is becoming more and more important.
More detailed advertising marketization will inevitably require more refined operation methods. Who can analyze and drill down from shallow to deep, and then Jump out of the cage of thinking and constantly expand our own territory to do innovative thinking and implementation of solutions, who will grasp the future of marketing 。
I hope that those who are still working hard on advertising and marketing will always be on the road to self-improvement, always young and always full of tears.
Author: Sanlitun Information Flow
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