Solutions and Cases of Advertising Placement Optimization based on Feeds practices
Actually, In addition to SEM and SEO types of advertising mentioned in class, there is another type that is more prevalent and widespread in today’s Internet advertising practices, and that is what we call Feeds. It firstly appeared in the social media users friends' updates in Facebook 2006. And i believe it posses a special kind of protozoa as melt into the information that users naturally accept. Moreover, it is now utilized by various companies because of its high user reach rate.
How they define the user reach rate according to feeds ads? Limited by technology, the rate of click used to be the only metric for companies to measure the adverting effect. However, not for today. Click-through rate is not the only standard for accessing the effectiveness of Internet advertising. Due to improvement of functions and technology, other user behaviors have emerged and can be precisely measured, including ad creativity, ad interaction, creative clicks, website activity and offline activity. Therefore, there are many more metrics derived from these behaviors, like PV (the metric to test whether the media actually delivers the flows they promised and the quality of exposure); UV (the metric to test whether it reaches the unique users as planned); CPM, etc. Based on above situation, the advertising operators must not only know what those metrics are which is quite basic, but also know to balance and manage to achieve the whole optimization.
In that case, what’s the solution of above question and what should we pay attention to during the optimization process? KPI are often a trade-off and balance among the quantity, quality and cost. Because DSP ad placement is the result of market economy, advertisers should not expect to satisfy all three aspects in the end. Frequently, the first step of optimization is to weigh those three aspects. In the practice, DSP advertising is just only a part of online marketing. If you use all the metrics we have mentioned to assess the online marketing advertising, it can only be said that there are some things that advertisers can do, and there are some things that advertisers would like to do, but can not do. We must confess there is a trend in the difficulty of optimizing all these metrics. I just pick one important metric as example, which is the landing rate, the easiest metrics to optimize besides CTR. Basically, landing rate is influenced by following four factors: quality of the ad audience(matching degree), creativeness form of the ad, presence of flow cheats, monitoring of the position of the page where the code is located. Then the solution must targeted on those four aspects. When flow have CTR that is too high but too low a landing rate, it alarms us to check if there is any cheating flow. Moreover, analysis on the different dimensions like platform and placement district is a effective way to improve the matching and creating process.
Take Ping An Puhui(平安普惠) as an example. Based on previous research, advertisers should have a plain understanding of all kind of operators and customers of the financing trade, which are divided into three types(Big Data Model Crowd, loading APP crowd and A&B cross crowd) and merge into the crowd strategy. After the preparation, we conduct the All-platform flow mapping strategy, including guaranteed-performance(stabilize) media and test media which we called media strategy. Lastly, it’s time to use the micro perspective and think about the material strategy. What kinds of copywritings and Images have maximize appealing to the three crowds. Building on the above statement, the conduction and widespread of Ping An Puhui’ business can be divided into following steps:
STEP | ACTIONS |
Media test phase | Detecting how much media can be effective in mapping the broader market |
Crowd test phase | Detecting the effectiveness of different crowd |
Crowd optimization phase | Optimizing lacking converting crowds: shrinkage |
Crowd Advancement phase | Using the big data model |
New crowd testing phase | Testing other potential crowds |
Core KPI optimization phase | Assuring the enrollment and improve the quality of the crowds |
This is a good start to understanding the shift from CTR-only ad measurement! You clearly get that PV, UV, and CPM matter now, and that optimization requires balancing quantity, quality, and cost.
ReplyDeleteFeed-based advertising has become a vital component of digital marketing, due to its seamless integration with users’ online experience while offering broad reach. Optimisation extends beyond click-through rates (CTR), leveraging metrics such as page views (PV), unique visitors (UV) and cost-per-thousand impressions (CPM) to evaluate performance.
ReplyDeleteThe case study of Ping An Puhui highlights a strategic, data-driven approach to advertising placement optimisation. It underscores the importance of understanding audience segments, planning effective media strategies and conducting iterative testing to refine targeting and creative content. By measuring KPIs, balancing quantity, quality and cost, and addressing challenges like flow cheating and low landing rates, advertisers can achieve impactful results in today’s highly competitive digital market.