Information flow advertising material placement, smart strategies to improve your ROI! If you’re a king of Glory fan, there’s nothing sadder than hearing… “My crystal is under attack.”

Won’t it hurt your conscience if you don’t cooperate with your ranking?

In fact, information flow advertising material is like a 5V5 qualifying race, all aspects of strategic cooperation, you won! My classmates who do operation optimization sometimes ask me: “Brother Pie, why is it that the exposure and click rate of the information flow advertising materials are good, but the back-end conversion can’t keep up with the volume?” In fact, the reason why ROI does not improve is likely to be related to your advertising material allocation strategy.

Do information flow advertising material operation, to remember a point: “do not put all eggs in the same basket”. This sentence reveals three messages: first, put risk; 2. Prevent risk concentration; Third, it is suggested to spread the risk. In order to prevent the concentration of risks, information flow advertising materials must be put into the multi-dimensional thinking of the proportion, analysis and summary of a reasonable distribution strategy, to maximize ROI. Here we use financial information flow advertising materials to test the delivery of an example, to share some thoughts on advertising allocation strategy.

Taking the financial and financial products launched on Xiaomi platform as the test, we designed different types of “material map + copywriting” materials according to the user characteristics and financial habits of Xiaomi platform. The most common materials are as follows: 1. Material pictures and copywriting of story-related native advertisements close to life scenes. 2. Highlight the security of the material and copy. 3. Material drawings and copywriting highlighting product benefits. 4. Material pictures and copywriting highlighting brand authentication and brand user welfare.

The test of background data shows that:

We will find that, in terms of hit this one dimension, and comparing the above four kinds of material, we can see close to life grants native advertising material is the highest click rate, therefore may safely draw the conclusion: close to the highest click rate on the life grants native advertising material, said this kind of material is the most easy to allow the user to generate the sense, to bring it.

But look at the figures below:

From the dimension of download conversion rate, we can find a problem: story native ads have the highest click-through rate, but back-end download conversion rate is not the best. The reason may be that users are interested in the material, but if they click into the landing page and find that there is a big gap between the actual content and the propaganda, users are generally unwilling to pay, which directly lowers the download conversion rate of the backend. Although the click rate of the material highlighting security is low, the actual experience is real and meets the needs of users, so the download conversion rate will naturally increase. If you simply use the material with the highest download conversion rate to take the amount, such as security material, such material click rate is too low, coupled with the media background algorithm problems, material can not bring large traffic.

Based on such changes, in order to promote the product to obtain the most cost-effective effect, it is necessary to flexibly develop advertising materials advertising strategy, balance the cost.

1. Multi-dimensional scattered material delivery to achieve different delivery effects. We in the promotion of a product, can consider to allocate a budget for the so will be 40% of the budget on the click-through rates higher grants native advertising material, exposure to the early stage of the product, attract potential customers, at the same time, then 60% of its budget on the conversion rate is higher in download highlight on the material security, find interested users, conducive to the backend conversion, Thus forming a relatively complete financial information flow advertising material delivery strategy.

2. Find out the proportion of different materials in different dimensions and balance the cost. A single material delivery strategy is not desirable. In practice, advertising material delivery needs to take into account different objectives and needs of multiple dimensions, such as click rate, activation, registration, cost and budget, etc., to find the most cost-effective material delivery balance between different dimensions, according to the cost of delivery, summed up several sets of relatively optimal material delivery plan.

3. Background data monitoring, timely adjustment of material delivery strategy. The release strategy of materials cannot remain unchanged, and the release ratio should be adjusted in time according to the back-end conversion data.

This is like a good 5V5 qualifying where you need to choose the best combination of heroes and use strategy to increase the winning rate. Information flow is the same as the operation of advertising material on truth, grants native advertising material is just like the king of meat shield, used to attract clicks, easy to take out more activation, and outstanding safety material like striker, conducive to product download, output, and highlight the benefits of material is equivalent to the mage, developmental, auxiliary effect. Coupled with players’ skills and good material strategy allocation, it is easy to win high ROI. Type on the blackboard and underline! Don’t spend all your money on the most click-through stories. Develop a strategy that optimizes your news flow. Adjust your strategy in real time.

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