With the rapid development of the Internet, in-feed advertising has also become one of the choices of advertisers. OPPO covers a number of native** platforms, and its information flow advertising resources are rich and diverse. In order to help advertisers make better use of these resources, this article will detail the guidelines for OPPO in-feed ads, as well as some tools that can improve the delivery effect. By understanding this content, advertisers can reach their target audience more precisely, increasing brand awareness and conversions.
1. Stage optimization ideas
Cold start stage: Rapid acquisition, retention of better advertising, rapid replication of experience, and improvement of competitiveness.
Optimization stage: Reasonable selection of bids, optimization of advertising links, improvement of ECPM, and optimization of acquisition.
Mature stage: skillful use of tools to make the advertising stable acquisition;Appropriate testing and selection of the best.
Increment stage: Make good use of AB testing to explore the cost boundary, increase acquisition, and increase conversion.
2. Bidding logic
*Assignment Core Principles:
CPC phase: ecpm=cpc*CTR*1000
OCPC stage: ecpm=cpa*ctr*cvr*1000
Phase 1: ECPM = Click Bid * ECTR * 1000
Phase 2: ECPM = conversion bid * ECTR * ECVR * repricing coefficient * 1000
3. Bid suggestions
New Ads:
New account and new ads: refer to the average bid of the same industry, higher than 30 50% bid, and get volume quickly.
New ads for old accounts: Refer to the historical data of the account for better ad bids, 10 20% higher bids, observe the real data, if the amount has been increased, you can appropriately reduce **.
Old Ads:
Advertising stable state: It is not advisable to adjust the price frequently, and the adjustment range should not exceed 5%.
Advertising recession: refer to industry bids, quickly raise prices, and observe the acquisition and cost.
Ad Differentiation Competition: Different ads set bid differentiation (5-10%) and observe the data.
OCPX Bid:
Bid reference: Refer to the average conversion cost bid in the past 7 days, such as impulse ads, you can appropriately increase the number of ** to get it;
Bid control: If there is still a demand for acquisition when the advertising exceeds the cost, the bid can be temporarily increased to avoid suppressing and affecting the acquisition
4. Directional gameplay: first precise orientation, and then directional expansion
Method 1: It is recommended for advertisers who have no data experience and need to acquire volume quickly.
Method 2: Recommended for advertisers with massive conversion data.
5. Material suggestions
The copy is strongly related to ** and is strongly related to the content of the delivery;Be concise and highlight the product features;Start from the user's demand point and attract users to click;The frequency of asset updates needs to be acceleratedDifferent material specifications, diverse presentation materials.
6. Landing page suggestions
The landing page is strongly related to the material, and the first image presents key information.
The content is hierarchical, and the content description is clear and simple.
Analyze user concerns and test the effect of different landing page types.
Follow the 3w1h logic of persuasion: what, where, why, how
7. Delivery suggestions for reference
Model Exploration Period - CPC Phase:
Time period: 7 days.
Number of ads: 10-30 days.
Bid: 30%-50% above the desired cost
Targeting: Precise targeting.
Materials: Historically, use materials with a high CTR.
Landing pages: Historically well-used or data-validated landing pages.
Model Stabilization Period - OCPC Phase:
Time period: 7 days.
Number of ads: 10-30 days.
Bidding: 10% control of lower bids.
Orientation: Expand orientation appropriately.
Material: Extension test of the original material can be performed.
Landing pages: Continuously optimize landing pages.
Model Maturity - OCPC Stage:
Time period: 7 days.
Number of ads: 10-30 days.
Bid: The average of the cost of conversion over the last 7 days.
Targeting: Tests industry high-potential targeting packages.
Creative: Test new creative.
Landing pages: You can try multiple types of landing pages to continuously optimize the landing page conversion funnel.
1. Conversion Tool - OCPX
OCPX: It is a tool that helps advertisers effectively control conversion costs, improve advertising efficiency, and ultimately achieve their goals based on the goal conversion cost optimization method (OCPC) or the goal conversion to the optimization method of click bidding (OCPC) or target conversion to optimization method (OCPM).
OCPX Advantages:
Reach your goals: For advertisers who care about conversion performance, there is no way for CPC or CPM to express their true goals. OCPX, on the other hand, is able to reach the target directly.
Intelligent system calculation: Accurately estimate the conversion value of each request, and implement intelligent bidding based on the algorithm model to improve delivery efficiency.
2. Transformation tool - intelligent extension
Intelligent Extension: Intelligent Expansion is a derivative ability to target people. That is, in addition to the original targeted population, the system automatically looks for high-quality high-potential conversion groups for advertisers, and smoothly obtains more traffic on the premise of stabilizing advertisers' costs.
Applicable types of intelligent topping:
Advertisers want to reach more people because of the current stable costs, but if they explore new tags or increase their bids, the costs will skyrocket.
After a period of time, the effect and magnitude of the advertisement decay, and the effect of broadening the targeting is not obvious.
3. Transformation tool-RTA
RTA: Direct investment customers want to have capabilities similar to ADX, and in the process of advertising platform advertising, the advertising platform asks direct investment customers through the interface whether they need this trafficIf the customer responds with "don't", the corresponding ad will be filtered, which is equivalent to providing direct investment customers with the ability to filter traffic.
The above is the content of the OPPO information flow advertising guide shared by Juxuan Network, as well as what are the delivery tools to improve efficiency, in operation, advertisers can choose the appropriate advertising strategy and efficiency improvement tools according to their own needs and budgets to achieve better marketing results. If you want to know more about itOPPO adsWelcome to comment here!