Get started with information flow advertising!
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For more basic knowledge about information flow advertising , please refer to: Practical Guide to Information Flow Advertising Channel Pricing and Delivery (2016 Update)>>> Introduction: Among the paid promotion forms of APP, information flow advertising can be regarded as an important paid promotion form second only to the application market . The CPM/CPC bidding model has higher requirements for optimizers than the CPD bidding model of the application market. Next, I will share with you some basic operation ideas through this article. > Choice of delivery channel: The mainstream information flow promotion channels include: Guangdiantong , Fanstong , Toutiao, UC Toutiao, Momo, etc. Because each channel provides different services, user attributes will vary. When choosing a channel, you need to consider the user attributes of the channel and the target population of your own APP to see if your potential users are in this channel? If you make an APP for square dancing aunties to choose music, you can imagine the effect of its launch on the Momo channel. > Key points for information flow advertising : Get in front of as many potential customers as possible and make them interested in you. This will then lead to conversion and turn them into your users, completing the action of attracting new users. There are three key points in this part: audience targeting, exposure and conversion. When we make products, we always assume that a certain group of people have specific needs, and then we start research and development, testing, and market launch. Especially in the early stages of a product, your target users may not be who you think. This requires us to test the target audience, materials, time periods and even delivery platforms at the beginning of launching information flow advertising, look at the conversion data and then improve the delivery strategy. Of course, there is also a shortcut, which is to use the data of your direct competitors as a reference, which will save a lot of trial and error costs. > After determining the target audience, what we need to do is to obtain as much effective traffic as possible. Information flow advertising is also a bidding model. The factors that determine exposure include: bid and your advertising quality (CTR, freshness of material). The media is commercialized and aims to make a profit, so the higher your score, the better exposure you will definitely get. > The core of conversion is to stimulate the interest of your target audience and turn it into action. The first thing users see is your copy and materials. The key is whether your copy and materials can stimulate the interest of target users. After successfully arousing their interest, they will generate clicks and guide them to the landing page or application introduction page. Personally, I prefer to guide the download to the landing page. The landing page will better match your copy and materials to form consistency and better stimulate user interest. Unlike app screenshots, jumping from advertisements will give users a very abrupt feeling. : The conversion rate of landing pages accounts for more than 93% of the overall conversion rate (Source: Toutiao’s official data in 2015). Optimize the advertising effect: After rapid trial and error of target audience, advertising delivery period, copywriting, and material type, combined with the back-end conversion of your own products, you can find a set of information flow advertising delivery strategies suitable for your own app. For more basic knowledge about information flow advertising, please refer to: Practical Guide to Information Flow Advertising Channel Pricing and Delivery (2016 Update)
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