In the previous article, a strategy classification method more suitable for media platforms was constructed according to the advertising process. Next, we will discuss each type of strategy in detail based on the framework built by this classification method. This article will introduce the first type of strategy - traffic distribution strategy.
Whether it is a user product or a commercial product, traffic distribution is always an inescapable topic. But the premise of doing a good job in traffic distribution is that we must have enough awareness of our own traffic.
1. Panoramic Cognition of Commercial Traffic
What is Panoramic Cognition of Business Traffic? Many junior commercial product managers' perception of traffic is likely to simply stay on the PV and UV of the page. Such perception is not only superficial but also exposes the fact that they are laymen or rookies. In fact, to have a panoramic understanding of your own business traffic, you need to answer the following five questions:
Advertising Strategy of Internet Automobile Industry (3) Traffic Distribution Strategy (Part 1)
1. How big is the flow plate?
In addition to daily UV and PV, the answer to this question has its own statistical indicators for traffic in the field of commercial advertising: the average daily request volume and exposure volume of advertisements. The size of your traffic plate is how many billions of ad requests you have every day, and how many traffic you can sell is how many billions of impressions you have every day. Sometimes, the size of the traffic plate is accurately measured by referring to indicators such as request UV, exposure UV, visible exposure, and visible exposure UV.
2. The proportion of stock and increment in the flow plate
In addition to the most basic flow size, the further consideration of business traffic is the proportion of stock and increment.
This is an indicator that is often overlooked, but in fact, when the proportion of stock is much larger than the increment, those ads that are settled according to CPL and CPS will be significantly affected.
Especially in the auto industry advertisements, a user is willing to keep an average of 4-8 car series before buying a car. After buying a car, the user value will drop sharply. If there is not enough and stable new traffic to add in, the effect-based advertisement promises to go out. The effect will not be guaranteed.
3. How is the traffic quality?
Knowing the quality of your traffic is arguably the most important step in your business traffic awareness process.
The indicators for measuring traffic quality are similar to those of C-side products, and they are all reflected by indicators such as the average number of page views per session, the bounce rate, and the average session duration.
However, because the traffic quality levels are not uniform, it is difficult to judge the traffic quality simply by looking at the overall average value. Therefore, it is necessary to perform necessary stratification of traffic, such as first dividing the traffic into in-station and out-station, and then in the station according to different points or The function modules are divided, and the off-site is divided again according to the traffic source channels, so that you can get a detailed and clear insight into the overall traffic quality.
4. What is the traffic value?
Since the essence of commercial advertising is to telemarketing list monetize traffic, in addition to knowing the quality of traffic, it is also necessary to know the value of traffic. The indicators to measure the value of traffic are: visible exposure, CTR (click-through rate), and CVR (conversion). rate) etc. These three indicators correspond to the three most common sales telemarketing list models in commercial advertising: CPM, CPC, CPL/CPS, so as long as you know the values of these indicators, you can roughly calculate how much revenue these traffic can bring.
5. Is the current traffic distribution reasonable?
The last step in the panoramic cognition of commercial traffic is to make a reasonable assessment of the current traffic distribution, but the conclusion is not simply to draw a reasonable or unreasonable one, but to find problems in the existing distribution methods and improve them. efficiency.
Traffic distribution problems usually fall into two categories: the first is the uneven distribution of traffic among product lines within the platform . For example, product lines with low monetization efficiency occupy more traffic, which is the most typical situation. The second type is that the platform allocates uneven traffic to advertisers . The most common situation is that the traffic is concentrated in the hands of the top customers, and the budgets of the middle and tail customers cannot be consumed. In short, various problems will emerge in the process of traffic distribution.