What is the information flow of advertising promotion? What is information flow promotion?

In-feed ads are ads that are located in a social user's friend feed, or in the News and Audiovisual content streams.

The form of information flow advertising is **, **, **, etc., characterized by algorithm recommendation, native experience, targeted delivery through tags, according to their own needs to choose push**, landing page or application**, etc., the final effect depends on the three key factors of creativity + targeting + bidding.

Feeds are ads that are in the social media user's friend feed, or in the news and audiovisual content stream. It was first launched by Facebook in 2006. This kind of advertising interspersed in the content flow has a relatively good experience for users, and advertisers can use the user's tags for accurate delivery, so especially after the arrival of the mobile Internet era, it has ushered in the growth of the first type, and almost all the Internet have launched information flow advertising platforms.

Advantages of in-feed advertising:1Huge traffic 2

The algorithm is ahead of 3Rich in form 4Precise Orientation 5

Good user experience. Combined with big data and AI for precise delivery, both the brand ** and the effect can meet the needs.

Orientation methods: generally there are natural attributes, geographical attributes, crowd attributes, custom attributes, and so on.

Billing methods: CPC, CPM, CPA, OCPC, OCPM, and OCPA

Effect evaluation: creative + targeting + bidding.

Information flow advertising has become the main mode of traffic monetization on the ** platform, from traditional giants to emerging forces have joined the information flow advertising war, such as: Tencent, Alibaba, NetEase, Sina, Toutiao, Xiaomi, 360, Zhihu, Meiyu, Bilibili, Kuaishou, Douyin and so on.

Advertising is an activity carried out by the news media to promote the advertising space and the advertising program time.

The specific methods of advertising and promotion include: using their own media to publicize, using other media to publicize, sending various promotional materials, visiting major advertisers, and holding networking activities with advertisers.

The promotional content of advertising promotion is generally to highlight the effectiveness of the advertisements published by the media by citing some specific examples, and to explain that the advertising and broadcasting costs of the media are the most preferential and fair from various perspectives. This work is usually done by the advertising department or the promotion department.

Accompany Uncle Lang to Dongting after getting drunk (Li Bai).

The information flow is the channel and process of delivering the content to the user through the network, therefore, the information flow advertising is the advertisement inserted in the information flow of the web page.

With the popularity of smartphones and the emergence of more and more excellent apps, in-feed ads are especially suitable for displaying in mobile apps, telling you that firstly, because the mobile phone screen is small, the in-feed ads will appear more eye-catching, and users are more likely to pay attention, and secondly, smartphones can get more attributes about users (region, interests, search behavior, etc.), which is convenient for advertisers to more accurately target audiences.

In China, information flow advertising can be said to have risen with the development of the mobile Internet, if it is easy to understand, the earliest you open Sina Weibo, basically in the position of the third Weibo, is the information of the enterprise Weibo, and the one with the promotion label is. This kind of advertising is a kind of advertising in the form of content, which is based on the analysis of the user's basic data to achieve accurate promotion, that is to say, the scale of the user's basic data and data analysis are very important, and through accurate data matching, we strive to reduce the disturbance of advertising to the model user, and convert the disturbance into the development of user needs.

Including interest orientation (e.g., sports and fitness, personal care and beauty, medical health, digital home appliances, mother and child, etc.); Population targeting (e.g., age, gender, education, life stage, etc.); Geo-targeting (e.g

core cities in Beijing, Shanghai, Guangzhou, Shenzhen, first-tier cities, second-tier cities, etc.); Scenario orientation (e.g., time period, device and application, network environment, etc.).

In most cases, a well-run material can be put on for a long time, and there is no material extrusion, and the life cycle of the material is very long, and you can go to more materials.

Three phases of the optimization direction:

01 Early stageMaintain infrastructure, maintain account activity and quality;

Bids should not be lower than the average bids to ensure a winning rate;

There should not be too many plans in a single account, concentrate the budget, give priority to the amount, and break through the cold start.

02 VolumeAvoid negative operations such as shutdown and price reduction, which will lead to interruption of model learning;

Pay attention to the fluctuation of CVR and adjust the orientation in time;

Manual expansion is combined with system expansion.

03 ObservationThe targeting conditions need to be relaxed as gradually as possible, and unnecessary targeting restrictions will miss the target conversion group;

It is not recommended to use multiple core targeting in the same plan, and you can test the effect of different targeting in different plans.

The model has been stabilized, and the system model orientation (automatic orientation) can be gradually trusted, reducing the labor cost of orientation.