To answer this question, mainly from the following aspects.
1. 8 camps of mobile marketing are those?
2. The core logic and practical process of ad placement
3. Common considerations for ad placement
1.
2. The core logic of advertisement placement and practical process
We all know the core logic of app store promotion when it comes to the optimization of the core is the position and display, and then take ASO as an example, the external factors that affect the final conversion include the name of the product, the icon, the product promotional image, the product description, the positive feedback and so on. The product description, positive feedback and so on.
Then the core logic of mobile marketing advertising is actually the same, first of all, the same exposure, then to the landing page, and finally to the activation and subsequent conversion value.
Now let's take a look at this chart again to analyze the logic of ad placement and the factors that affect user conversion, using Stranger as an example. First of all, when a user visits and browses to Stranger, combined with the previously mentioned Stranger's promotional display, the user will first see the promotional display. Then this is an exposure, from the exposure to the promotional landing page, which will appear a click rate. Then the click rate is affected by the following three aspects:
1. Attributes of platform users . Characteristics . The form of advertisement display .
About this point I think we should be very clear, we can not do in the stranger this platform square dance mom related APP promotion, it is clear that like to dance square dance mom and stranger this super love APP user attributes on the diametrically opposed. Show form, in fact, is the location, affecting the effect of exposure. For example, the display form and algorithm of infomercials in Stranger and lbs-based infomercials are different. Based on the user demand and location information, the ad content pushed by ShopThru may be higher than the infomercials to a certain extent in terms of user experience and matching degree. This kind of exposure, and consequently the click rate will increase.
2. Put material , copy, pictures, short videos, links, whether these are attractive, whether with the platform of the user has a certain degree of relevance, these have a great impact on the effect of conversion.
For example, a live-streaming APP, the effect of publicity material with high-scale beautiful women will be higher than the simple introduction of product features.
3. Placement skills: platform algorithms, the peak hours of user activity, quality, the degree of competition, there are very many details also on the exposure and click-through rate has this certain impact. For example, stranger this product at night the peak of the use of whether higher than during the day, if it is the night of the placement of the effect is not better, these details need to make assumptions in the validation of our first.
After talking about the impact of the click-through rate of the three factors, the activation of the product and the subsequent value of the conversion of this need to be placed before to consider. Many friends will often discuss a channel retention is very poor, this time in addition to the user match this factor, should also consider whether the product itself affects the subsequent retention, rather than the channel itself.
After talking about the core logic of advertising, let's look at the practical process of advertising. The previous analysis of product positioning and user profiles is obviously used to help us screen and match channels, and the ultimate goal is to achieve high user retention.
Then clearly put the purpose, everyone's first reaction may be to download, activation. In fact, at the beginning, the purpose of the launch may also be to verify the assumptions. In addition, we know that the core role of microblogging is social communication, if the main purpose of the activity is to promote brand communication, then we have to work on stimulating the dissemination of the user, catering to the preferences at the same time so that everyone is happy to disseminate; the core advantage of the broadband pass is that it has a large user base, cheap, targeted and accurate, data controllability. If the purpose of the placement is to get more users of the product, then after doing the above analysis, you can target the choice of placement.The details of the control need to pay attention to what aspects of the next content will be specific. The purpose of effect monitoring is obviously to analyze the data to verify the effect of material adjustment and the quality of users of the channel. The whole process is a cycle of continuous attempts, thinking and analysis, adjustment and optimization. For example, social products, placed in the space of WidePoint, this channel alone with the application of a micro-link tracking, you have done several sets of material, how is the conversion of each set of material, how to filter the material, how to eliminate and optimize some poor quality material. Only each piece of material corresponding to a download link, continuous screening and optimization of material, refined analysis in order to do a good job of the effect.
In addition to the Android sub-channel package just mentioned, the relevant download data statistics, iOS can be viewed in the itc background, or docking platform API interface, and the third-party monitoring platform. 1. single channel attention: CTR (display click ratio), user conversion rate, channel user retention. Overall placement concerns: ROI, customer acquisition costs, unit time added. The common method is the AB test mentioned in the example.
Placement details control
First of all, the first point is to improve the click-through rate, the click-through rate refers to the percentage of times that an advertisement is clicked on a web page after it has been opened. For example, if the web page has been opened 1,000 times and an advertisement on the web page is clicked on 10 times, the click-through rate of the advertisement will be: 1%.
Because the channel has a real-time bidding strategy, the best way to optimize the cost of a click is to increase the click-through rate. When the click-through rate gets higher, maybe your bid will be lower for the same amount of exposure.
Material and Title
We all know that 90% of the core competitiveness of the advertisement placement is in the material+title, and the rest depends on the crowd and product. This means that 90% are within our control. Before we see the most prevalent in the space of the six-panel or nine-panel now has been wide point of the new provisions out. new provisions of the palace grid class material palace grid number can not be more than 4, can not be compared to the implantation of the picture. But the road is high, the devil is high, we immediately have a new way to play, all kinds of four palace grid puzzle software can bring good inspiration to the creation. Here it is recommended that the e-commerce class in the design of the material when the use of horizontal vertical type, so that not only show a stronger sense of the whole at the same time to show the effect of a variety of clothes on the body. And if it is a delicate bag or small and beautiful items, multi-angle small grid map display will be more attractive to the eye. The last is the type of poster that we encounter in many places, simple and informative enough to produce good results.
The importance of the title is even more important in the online media channel, which affects whether the user will click, and ultimately the effect of the placement. On the advertising and marketing aspects of the content, we recommend that you pay attention to (Li called)
Optimization of the download conversion rate
Click rate and download conversion rate is to determine whether the user is cold on the material of the two important parameters. The purpose of the product positioning and user attributes mentioned earlier is to avoid bias in the production of materials and content, resulting in high click-through rates but low conversion rates.
So on the one hand we we need to make attractive and gimmicky material, on the other hand to optimize the final goal-oriented
Optimization of the retention rate
Produce material that is more closely related to the characteristics of APP. And the crowd analysis, adjust the placement of the crowd, to find more in line with the product's target users.
But, inevitably, the more precise, the success tends to be higher.
Placement time control
Different times, there are different traffic peaks. It is recommended to keep track of the time when you are doing the placement in order to provide data support for better optimization and adjustment.
Installation size control
Installation size not only affects the user's experience during the download waiting time, but also indirectly affects the activation rate, through the technical means to compress the size of the installation packet, to enhance the speed of download.
Server performance
The stability of the server, high performance, how many concurrent accesses can be supported at the same time, as well as APP loading speed, which will have an impact on the ads. Footprints of this piece of APP in the early stage of promotion because of the low configuration of the server, in the explosive growth of users will lead to paralysis. Then during this period will certainly lose a certain number of users, and affect the brand.