Hello everyone, I'm Aunt Ning. A few days ago, Tencent Advertising held the first Optimizer Conference. As the theme of the conference said, "Cast the World, You Are the Protagonist", this is a highlight moment for optimizers to move from behind the scenes to the front of the stage. Has everyone gone?I met a lot of old friends at the scene, and it was a rare opportunity for everyone to get together, and I was very happy. At the meeting, the executives and product team of Tencent Advertising also shared the cutting-edge product trends and delivery solutions, which was very practical and rewarding.
"I'm an optimizer, I'm proud".
It was probably around that year, when I first started doing advertising, there was no industry concept of "optimizer", and when people asked me what I did, I said "advertising".
Later, this group gradually came into everyone's sight, but the optimizer is still an inconspicuous role. Everyone will pay attention to the budget of millions of dollars, the data of new product promotion, the change of cost magnitude, and rarely the person behind the data.
And because the work is often under high pressure and has not been paid attention to for a long time, the professional identity of the optimizer is actually not high.
In the past two years, Tencent Advertising has done a lot of things to pay attention to the optimizer group. There are online live broadcasts for the optimizer group, offline communication, and inviting optimizers to share their own advertising experience, etc.
For example, in 2020 in adqq.After com began to be able to place WeChat traffic, Tencent Advertising not only did a live broadcast explanation with ** merchants, but also invited many optimizers to share their own experience, and in 2023, they also did a "draft plan" with us, inviting more front-line optimizers to share their precious advertising experience.
This optimizer conference is a milestone event, and Dafang tells everyone that "you are the protagonist in the world". It's not just the advertising budget that matters, it's also the money you spend.
Tencent Advertising is the leading platform in the industry that pays the most attention to the optimizer group. The optimizers were recognized and invited, which greatly enhanced their sense of professional identity. The profession of optimizer is not only to complete the delivery of KPIs every day, but also to be recognized and respected.
Some platform changes
1. From 7.7 million to 700,000
The product change that impressed me the most at the scene was a set of numbers: the number of effective optimization and the number of completed advertisements changed from 7.7 million to 700,000.
For a long time, no one could deny the role of infrastructure in the delivery. ** The training and documentation are also talking about the need to increase infrastructure, infrastructure and the positive correlation between the delivery effect.
Construction, construction, and vigorous infrastructure construction.
Although we all know that a lot of advertising is repetitive, a lot of infrastructure requires a lot of energy, and this energy could have been used to think creatively. But there is no way, so that the infrastructure is useful, and the effect of building a few more advertisements with the same content is different. In 2019, I wrote an article to discuss this issue:
Is it useful to copy the plan exactly the same as the headlines?》
Now the situation is really about to change. Jiang Jie, vice president of Tencent, said, "In the future, we don't need to build infrastructure, we have changed the original advertising system, and hope to use a new advertising system to have an in-depth dialogue with everyone's business model." ”
He then explained:
First, we'll give the ad a new ID.
This new advertising ID is not what we originally called the ID of the running water, but an ID system with powerful meaning. It has a system of other dimensions such as marketing project establishment, marketing tasks, marketing goals, and even optimization goals. Whether you create 10,000 ads, 1,000,000 ads, or just 1 ad, as long as the shape inside is the same, the backend will treat it as the same ad. This is the most important change I want to introduce to you today.
In fact, we can see that after the system changes, the sparsity of the entire advertising sample will be affected. Originally, we had 7.7 million ads, and after doing that, we would drop to 700,000.
The proportion of manual operations for the entire repetitive advertising construction will decrease by 83% per 10,000 yuan of manual operations. Our ideas have also changed, and the 'priority idea wins' will become more visible in the new system, which is a very big change from the original."
I feel like I've been waiting for a long time to finally get to today. There is no need to pile up accounts and ads meaninglessly, as long as the form in it is the same, that is, 10,000 and 1 ad are the same.
I know it's hard, but a simple number, from 7.7 million to 700,000, is a huge technological innovation. But we were really expecting, and it really worked.
Optimizers are finally freed to do something truly valuable.
2. Wonderful "wonderful ideas".
At the conference, Tencent Advertising officially released a one-stop AI advertising creative platform - Tencent Advertising Ideas.
To put it simply, the platform can help advertisers generate more efficient and more suitable materials for their advertising needs, significantly improving their delivery efficiency. Among them, I was impressed by the "Wensheng Diagram" function - you only need to write a few words, and the system will automatically generate **.
For example, enter the following keywords:
The following ** will appear:
What about the generated ** effect?
Real humans** are already generated very realistically, and they are very fast, and the picture can be drawn in a few seconds. The key is that you don't have to spend money, you don't have to spend money to buy copyrights. Isn't it stupid not to take advantage of this cheapness?
These are all generated by the Miaosi platform.
The upcoming Diagram feature is also quite interesting. I feel that the product understands our needs very well, and knows that there are some god pictures in the advertisement, which are one against one hundred, when it can't run, we will hope that its descendants can inherit the mantle, and the Miaosi platform actually did the "original picture inheritance", hahaha, praise for the product!
The following pictures have changed the background, the model's clothes, and the angle of the characters, which is quite natural, and we usually do these jobs ourselves.
The scene also introduced the derivative function of the idea, and I was quite touched. Early delivery friends, must have experienced a lot of design to change the size of the need to do things, such as a ** at the same time to do both horizontal and vertical, this time the demand is very large, very afraid of correcting mistakes, I generally stay next to the design to watch him change.
It is now possible to generate derivative materials directly with ingenuity. For example, the following car**,It is a vertical material generated with horizontal materials,It looks real and natural,The picture does not violate the harmony at all,There is no difference with manual drawing。
In addition, auditing is also a major obstacle in the daily work of optimizers. As long as the audit fails, all the work is in vain.
The materials generated by the Miaosi platform have largely solved the pain points of long review time for advertising materials that we encounter in our daily advertising process.
It is understood that the materials generated by the Miaosi platform are not only free of portrait authorization, saving a lot of manpower costs, and they are ready to use, and AIGC materials will be prioritized for automatic review, which shortens the timeliness of the review.
In this way, we no longer have to wait for the review of the ad after the advertising plan was put on the same as before, and miss the opportunity to increase the volume, which greatly improves our advertising efficiency.
Especially at the first node of the starting volume, this advantage can undoubtedly be a big cut ahead of the opponent, and no longer let the refusal to review become a "stumbling block" on the way to launch.
Regarding the overall use of Miaosi, you can take a look at Tencent Advertising** about Miaosi**, which is very clear. 3. Clear "map".
In addition to the upgrade and iteration of product functions, how to help optimizers scientifically "reduce the burden" and lower the threshold for delivery is also the focus of the industry.
At present, there are many options in the background of advertising delivery, and all kinds of advertising logic, product updates, and documents are scattered everywhere, and it is difficult for anyone to clearly figure out the entire advertising logic. Always looking for what you want, and what you want and can't find anything.
At the conference, Wang Muyuan, general manager of Tencent's advertising business platform, introduced the newly launched practical toolbox - Tencent Advertising Platform Product Knowledge Graph, which is very comfortable to watch.
Clearly list the product tools needed for the entire delivery from entry to progress. I feel like looking at it, I don't panic at work, and the main one is orderly!
Summary
Advertising is a big thing, the product can spend tens of millions of advertising dollars a day, appearing in hundreds of millions of users' mobile phones, popular all over the country;Advertising is also a very small matter, which is the background operation of each button and the production of creative materials. May we all do every little thing in our hands and usher in our own big moment.
Cast into the world, you are the protagonist.