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E销宝:掌握5大要点做好DSP优化工作

2020/07/17 来源:http://www.jnexb.com
DSP广告投放前需要做的准备工作,那针对广告投放优化过程需要做好哪些工作呢?通过人群、算法、访客找回、创意优化、黑白名单5大要点帮您做好DSP广告优化工作!
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!
投放人群
Launch crowd
针对一些投放过DSP广告客户的人群,可以直接使用自有人群计划。其次就是使用E销宝定向广告系统公共人群标签、兴趣爱好、行业属性、设备属性等人群定向进行筛选符合自己产品行业和目标客户的人群投放广告。
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、根据“已投放人群维度数据”,选择转化率较高/产生过转化的人群标签,单独建策略投放;
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;

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2、根据“投放人群分析”和“访客人群分析”数据综合考虑(二跳率、到达率),选择优质人群标签,单独建策略投放;
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、根据“人群维度数据”,找出投放量很大但是无转化或转化成本远远高于平均水平的人群标签,进行排除;
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、在保证量的情况下,选择核心的人群标签(如女装客户,可选个人关注和购买倾向为“女装”)单独建策略投放;
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;
算法
algorithm
算法也是成功投放广告不可或缺的一步,只有精准设置算法,才会投放效果好又省钱。
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、试投一周后,如果没有转化或到达率较低,可将价格目标切换为到达单价,同时设置效果目标为到达率;
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.使用默认算法时,策略的价格目标可选择CPC或到达单价,当曝光量、点击量没有达到理想要求时,建议适当抬高出价,反之则降低出价。
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、一般广告前期试投时,适当使用低价算法;
3. In general, the low price algorithm should be used properly in the early stage of advertising;
4、也可使用固定出价先做尝试,和低价算法去做对比
4. Can also use fixed bid to try first, and low price algorithm to do comparison
创意优化
Creative optimization
优质的创意能迅速吸引客户注意,使有需求的潜在客户立马点击广告,进而可能产生购买动作。好的创意决定着广告投放的点击率,更决定着广告的转化率。
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、主题明确:无论引导购买还是品牌塑造,每个创意必须有一个清晰明确的主题;创意要与推广策略方向及落地页内容保持一致,且广告语简单精炼,容易记忆;
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;

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2、真个广告图片排版、布局要合理,从左到右、从上到下;
2. The layout and layout of a real advertisement picture should be reasonable, from left to right, from top to bottom;
3、颜色要有对比:对比度能提高品牌认知,颜色选取要突出主题,背景可以营造氛围,但不能喧宾夺主;
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、整体色调配合,注意留白:颜色不宜过多,一般不要超过3种颜色,且不要色彩冲突;
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、为避免审美疲劳,要定期设计新的投放素材,如1-2个月更换一次素材创意。
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.
黑白名单
Black and white list
设置黑名单是为了屏蔽点击率低、转化率低的媒体平台,节约成本。而白名单是为了针对优质媒体可以直接投放,提高广告投放转化效果!
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!

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