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首页 >华企学院 >营销知识 >广告投放 > 「北京广告公司」2018年呕心总结,如何更好的投放信息流广告

「北京广告公司」2018年呕心总结,如何更好的投放信息流广告

作者:华企商城 阅读次数:105次 发布时间:2019-01-13 12:02:15评论:0

「北京广告公司」2018年呕心总结,如何更好的投放信息流广告

 「北京广告公司」2018年呕心总结,如何更好的投放信息流广告

如何更好的投放广告,北京广告公司华企互动总结:< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>1、投放广告的目的< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>1.1品牌曝光< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>品牌曝光是指让尽量多的人看到目标广告,以达到品牌感知的过程,即让更多人知道公司是做什么的,有什么产品,能带来什么服务。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>如何实现品牌曝光-顾名思义就是让更多的人看到。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>1、实现线上线下全方位覆盖< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>2、PC和移动端全网覆盖< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>3、全天24小时不间断投放且重要时间段重点投放< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>1.2效果转化< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>效果转化是指以效果转化为目的的广告投放,效果转化目标包括信息收集、来电量、app激活等。那么效果转化需要关注哪些指标呢。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>成本:每一个信息、每一个电话、每一个激活的成本< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>获取量:投放能最多能获取多少量< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>有效量:广告带来的效果有多少有效的,比如有效收集量、有效电话量、app留存等< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>有效成本:每一个有效效果的成本< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>1.3品效合一< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>在获得效果的同时实现品牌曝光,以达到广告利益最大化。这是大数据时代的产物,利用大数据实现对目标人群的购买。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>品牌曝光:让更多人看到< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>成本:每一个信息、每一个电话、每一个激活的成本< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>获取量:投放能最多能获取多少量< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>有效量:广告带来的效果有多少有效的,比如有效收集量、有效电话量、app留存等< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>有效成本:每一个有效效果的成本< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>2、选择广告投放的方式 < style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>广告投放方式< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>1、按照付费方式可分为CPM、CPC、CPA、CPS、ROI等。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>2、按照媒体位置可分为信息流广告、banner广告、通栏广告、开屏广告、插屏广告、文字链广告等。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>3、按照投放样式又分为搜索广告(SEM)、程序化广告(DSP、SSP、DMP)、短信广告等。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>2.1CPM< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>CPM(Cost Per Mille )千次曝光成本,即每曝光1000次所要付出的费用。这种广告投放方式主要是品牌曝光且与媒体直接合作的方式主要是CPM,其特点是:< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>曝光可控、覆盖人群广、广告可见< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>由于CPM的价格是固定的,所以曝光的多少只与预算有关系,曝光可控,覆盖全媒体的人群,对品牌提升帮助较大,广告一直在线,能够随时看到广告< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>2.2CPC< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>CPC(Cost Per Click )每点击成本,即每点击一次广告的费用。这种广告投放方式主要是实现效果的转化,其特点是:< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/> 预算可控、人群可选、用户感知好< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>每日的预算可自行设定,可选择目标人群投放,效果好,只曝光给有需求的客户,广告不被讨厌< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>2.3CPA< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>CPA(Cost Per Action )每行动成本,顾名思义按照行为(Action)作为指标来计费,这个行为可以是注册、咨询、激活等等。这种广告投放方式也是实现效果的转化,其特点是:< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/> 效果可控、成本可控、客户质量无法保证< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>每日所需转化指标可以固定,每一个行为的成本都是固定价格,此种合作方式,由于只关注某一关键指标,忽略了其他指标,会造成客户质量参差不齐,且有作弊的可能。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/> 如何达到投放目的< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>以信息流广告和DSP广告为例< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>3、如何达到投放目的< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>我们可以通过转化漏斗分析如何把控投放< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/> < style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>两个转化漏斗分别代表两种不同的转化效果,但我们的目的是一样的,最终的效果都是成交量,且前期的指标也一样,曝光量、点击量、页面达到数,另外收集转化率和按钮转化率也可以统称为页面转化率。那我们在这个转化漏斗中可以控制的环节有哪些,< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>3.1曝光量、点击量和点击率< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>通过预算和创意控制曝光量和点击量,预算的多少代表能曝光和点击多少,另外决定点击量的另外的因素是点击率,也就是创意是否吸引人。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>点击率太低,说明创意质量太差,获取流量的成本会变高;点击率太高,说明创意太吸引人,容易造成客户的误解,后期转化变差。所以找到点击率高且后续转化好的创意是优化的重中之重。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>3.2页面到达数、页面转化数、页面到达率和页面转化率< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>页面到达数和页面的转化数,反映了页面的质量,页面到达率低,说明页面的加载有问题,需要进一步优化代码;而页面转化数和页面转化率反映用户到达页面之后的行为,页面是否足够吸引用户去进行下一步行为,所以通过对落地页的优化找到转化率高的页面,也是优化的一个重要方面。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>3.3定向的组合< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>广告平台提供了较多的定向,比如年龄、学历、兴趣爱好、使用网络等,这些定向的有效组合也让效果的提升得到了一定的保障,找到产品的定位人群也是优化的一种重要项目。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>4、投放总结-投放报告制作< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>4.1投放总结是优化经验的积累,分阶段做投放总结是广告投放的必要工作:< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>1、周总结,只是对数据的分析和优化过程做记录。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>2、月总结,包括数据分析和优化过程记录及投放策略的总结和改进,包括对市场的解读和分析。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>3、季度总结,对月度总结进行对比,从而找出更适合的投放策略,并对季度市场及产品的改进进行分析,制定下一季度投放计划。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>4、年度总结,与季度类似,分析每个月的投放情况及对比,形成比较详细的年报,对进行分析,从而为第二年的投放计划做好数据依据。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>4.2将投放总结整理成投放报告,以便于新的优化师借鉴和参考。< style="color: rgb(51, 51, 51); text-transform: none; text-indent: 0px; letter-spacing: normal; font-family: 微软雅黑; font-size: 16px; font-style: normal; font-weight: 400; word-spacing: 0px; white-space: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255); font-variant-ligatures: normal; font-variant-caps: normal; -webkit-text-stroke-width: 0px; text-decoration-style: initial; text-decoration-color: initial;" data-filtered="filtered"/>以上就是北京广告公司华企互动对如何更好投放信息流广告的总结,希望对大家有所帮助。

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