DSP advertising needs to do the preparatory work, then for the advertising optimization process need to do what work? Through the crowd, algorithm, visitor retrieval, creative optimization, black and white list to help you do a good job in DSP advertising optimization work!
For some people who have launched DSP advertisers, they can directly use their own crowd plan. The second is to use e-marketing targeted advertising system public crowd tags, interests and hobbies, industry attributes, equipment attributes and other crowd orientation to screen people who meet their own product industry and target customers.
1. According to the "population dimension data of the launched population", select the population tags with high conversion rate / generated transformation, and establish a separate strategy to launch;
2. According to the data of "analysis of launch population" and "analysis of visitor population" (two jump rate and arrival rate), select high-quality crowd label and establish separate strategy to launch;
3. According to the "population dimension data", we can find out the population tags with large amount but no conversion or conversion cost far higher than the average level, and then exclude them;
4. Under the condition of guaranteed quantity, select the core crowd label (such as women's clothing customers, and choose "women's clothing" as personal concern and purchase tendency) to establish a separate strategy to launch;
The algorithm is also an indispensable step for successful advertising. Only by setting the algorithm accurately, can the effect be good and save money.
1. After a week of trial operation, if there is no conversion or the arrival rate is low, the price target can be switched to the arrival unit price, and the effect target is set as the arrival rate;
2. When the default algorithm is used, CPC or unit price can be selected as the price target of the strategy. When the exposure amount and click number do not meet the ideal requirements, it is recommended to raise the bid appropriately, otherwise, the bid will be reduced.
3. In general, the low price algorithm should be used properly in the early stage of advertising;
4. Can also use fixed bid to try first, and low price algorithm to do comparison
High quality creativity can quickly attract customers' attention, so that potential customers with demand can immediately click on the advertisement, which may lead to purchase action. Good creativity determines the click through rate of advertising, but also determines the conversion rate of advertising.
1. Clear theme: no matter how to guide the purchase or brand building, each idea must have a clear and definite theme; the creativity should be consistent with the promotion strategy direction and landing page content, and the advertising language should be simple, concise and easy to remember;
2. The layout and layout of a real advertisement picture should be reasonable, from left to right, from top to bottom;
3. Color should have contrast: contrast can improve brand recognition, color selection should highlight the theme, background can create atmosphere, but can not dominate;
4. Overall tone coordination, pay attention to leave blank: color should not be too much, generally not more than 3 colors, and do not conflict color;
5. In order to avoid aesthetic fatigue, it is necessary to design new materials regularly, such as changing the original materials once every 1-2 months.
Black and white list
The purpose of setting up blacklist is to shield the media platform with low click through rate and low conversion rate and save cost. And the white list is aimed at high-quality media can be directly launched, improve the transformation effect of advertising!