What is dynamic product advertising? Based on the understanding of people and products, the intelligent recommendation model of products is used to find the most suitable products for people, such as applications, real estate, news and information, educational courses, hotels, scenic spots, air tickets, etc.
1. Commodity generalization and structuring: With the help of e-commerce commodity definition, commodity generalization is carried out on real estate, short ** and other industry targets, and commodity structured field information is defined.
2. Automatically generate creative and landing pages based on products to improve delivery efficiency
Generate massive ideas based on product structured information and creative templates.
A large number of products can be invested in one task to improve efficiency.
3. Achieve accurate matching between users and products: Combined with Huawei's product recommendation engine, products can be accurately matched based on users.
1. Remarketing
Dynamic product advertising promotion marketing is based on the user's first-party data from the advertiser, and recommends the product information that the user has browsed, purchased, and followed.
Promote marketing scenariosIt is suitable for e-commerce, information, real estate, tourism and other industries.
2. Attract new marketing
Dynamic product advertising is used by the Whale Kinetic advertising engine to recommend the most interesting products to users based on the crowd's interest tags and product data in the product library.
New marketing scenarios: suitable for all industries such as e-commerce, information, real estate, and tourism.
3. LBS marketing
Dynamic product advertising LBS marketing is based on the user's real-time or historical LBS address, and the Whale Kinetic advertising engine matching** information base recommends product resources close to the user, with a maximum matching range of 5km
LBS marketing scenario: suitable for real estate, tourism, local services and other industries.
1. Docking commodity library
Product library docking: An advertiser supports docking with multiple product libraries, using a regular pull method to connect with the content of the advertiser's product library, and analyzing and updating massive product information by reading the address information of the data source.
Product Data Import:
Create a new product library: set the name and type of the product library (e-commerce, real estate, short**) and creative mode (direct investment mode, template mode);
Import products: Obtain product data by regularly pulling and verifying the data source.
Update period: Set the time of the product data update cycle.
2. Create a dynamic product landing page
Go to the Venus landing page, and on the "Template Selection" page, select "Application ** Landing Page" to create a custom one.
Turn on the "Dynamic Landing Page" switch in the basic settings of the landing page, and a landing page can only be associated with one product library, and the dynamic component is used to create it.
Select components: support the use of ** component, carousel component, ** component of dynamic product function; At the same time, it provides three dynamic components: dynamic commodity, dynamic and dynamic.
3. Create a promotion plan
Dynamic product ads need to apply for a whitelist from the corresponding operation manager;
Log in to the account that has opened the dynamic product advertising permission, and create a new promotion plan > Bidding ads > Marketing objectives > product ads > Display Network > Promoted Products > product library;
Supported marketing objectives: purposeless app promotion merchandising;
Products that can be promoted: Android App Quick App ** Campaign;
Select the product library that has been successfully connected in the plan settings (the name of the product library is synchronized here).
4. Set up tasks
Add products: At the task level, select the recommendation mode, such as e-commerce and ** product library, only support the "behavioral interest recommendation" scenario; For example, it is a real estate commodity library, which supports two scenarios: "behavioral interest recommendation" and "lbs location recommendation";
Select the product category you want to target, or select all products in the product library.
Select placements: Select placements, which only show placements that support dynamic product ads.
5. Set up creativity
Select the creative mode "Template mode" or "Direct investment mode", and the optional mode is the same as the creative mode of the associated product library.
Creative materials: Select the product template in the upload material area, the template size is the same as the layout size, and the direct investment mode does not need to upload materials;
Copywriting: self-editing, you can choose to insert a dynamic word package of "product field";
Landing page link: You can use a custom landing page (you can insert wildcards and use the URL link of the product library to direct delivery), or you can choose to use a normal Venus landing page or a dynamic product landing page;
Dynamic application direct link: If the application direct link has been filled in and the dynamic application direct link function is enabled, the user will be given priority to jump to the dynamic application direct link after clicking.
The editor completes the submission review, and the delivery can be delivered after the review is passed.
XX e-commerce customers reduce the cost of new customer acquisition by 30% through remarketing
Q1: What is a product library and product data source?
A1: The product library is a collection of products, which can contain multiple product data sources, and advertisers can add new products to the product database by creating a product data source RAT docking according to their own needs. A product data source is a way for advertisers to add and update products, and a product data source contains several products.
Q2: How many commodity libraries does the commodity library support docking, and how many commodity levels do you support docking?
A2: Support docking with multiple commodity libraries, and the magnitude of a single commodity library is recommended to be within 10 million.