The cost of running ads in today's headlines
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Today's headline advertising costs;
Normal Bidding CPC: Suitable for all types of customers. Ordinary Bidding CPC is the most conventional way to click bidding, which can be simply understood as the higher the bid, the higher the ad position, the more high-quality advertising resources. Need to have high advertising and data optimization skills and experience.
Target Conversion Cost Auction OPC: Suitable for customers who want to get a lot of conversion performance data and spend at least $50,000 a month on advertising budgets. Depending on the industry or product, the actual budget may be higher than 50,000. Basic principle: by investing an experimental budget first, to see what features meet the user after seeing the ads are easier to convert into consulting, messages, downloads and so on. Then serve ads to more people who fit this feature, resulting in more, lower-priced conversions. The experimental budget invested in the early stages cannot be too small! Otherwise, you cannot get enough sample data. Sample data at least 240, which means that if the initial conversion cost of 100 yuan, the initial test needs 24,000 yuan advertising budget, and then data optimization, and then invest 80,000 yuan, in order to achieve 56 yuan a conversion cost, 1840 conversion goals.
The above prices are all bid starting price, the actual advertising transaction price will be higher than or equal to the bid starting price. The actual transaction price is affected by many factors.
Take an advertisement from a decoration company for example:
In the information flow small map location to 0.5 yuan click bid, 100 yuan budget, create a landing page advertising plan.
In the details page group chart location to 8 yuan / thousand display CPM bid, 200 yuan budget, create a landing page advertising plan.
In the connotation section of the big picture location 10 yuan a submission order target cost auction, 1000 yuan budget, create a landing page advertising plan.
In the information stream video location to 0.3 yuan click bid, 100 yuan budget, landing page advertising plan.
In the information flow small map location to 0.4 yuan click bid, 300 yuan budget, create an APP download advertising plan.
In the information flow group picture location to 5 yuan a download target cost bid, 2000 yuan budget, create an APP download advertising plan.
Precision Spot Ads are ideal for ad delivery that requires a higher demand for ad conversion performance. You can accurately display ads to your target consumers and get ad conversion results at a relatively low cost. For the desire to get more exposure, display, to show more consumers the demand for advertising, not suitable for accurate bidding ads.
Precision Bid Ad Billing Principle:
Simply simply, advertisers who bid higher can get more priority impressions and more clicks. Each ad has a minimum bid and can be increased by 1 cent. Ad deal price ≤ ad bid. The algorithm for the base deal price is the second-place ad bid plus 1 cent. (For example, Advertiser A bid 0.3, Advertiser B bid 0.5, Advertiser C bid 0.4, Advertiser D bid 0.41.) Show Advertiser B's ads first, with a deal price of 0.42, then Advertiser D with a transaction price of 0.41, then Advertiser C with a transaction price of 0.31, and finally Advertiser A with a transaction price of 0.3). The actual transaction price is also affected by ad click-through rate, delivery time, audience, other advertisers and so on. The transaction price is dynamic and is based on the actual price of today's headline auction advertising system.
Who do precision bidding ads compete with?
Bid with all advertisers with exactly the same conditions, but today's headline bid ads are different from searching for spot ads. Today's headlines proactively show ads to potential consumers based on advertising, target audience, delivery conditions, and more. Potential consumers will see ads when they look at the headlines. Consumers don't just browse a few headlines a day, they do hundreds of headlines. As long as potential consumers see ads, whether it's the first or last ad, the ads are accurate and don't appear on the same screen. So today's headline bid ads don't need to be like search ads, they have to be expensive to get effective clicks.
Weaknesses of precision bidding ads:
The operation is more complex, the operator needs to have a certain precision bidding advertising basis, through learning and delivery practice can gradually master the key. Ad display location is not fixed, random display.
2. Today's headlines Brand display through advertising examples / prices
Brand display advertising is suitable for national promotion, more emphasis on brand advertising demand, in a short period of time to obtain a huge amount of advertising exposure, display. Ads cannot be shown to specific people, similar to the package location of traditional ads, which are billed as CPD but promise the number of ad impressions.
3. Today's Headlines Priority Display Ads GD
Priority display ads are somewhere between precision auction ads and brand display ads. More accurate than brand display ads, more than precision auction ads. Ads can be run by city, advertising location can be guaranteed, will not be as random as bidding ads, and do not need to invest a very large one-time advertising budget. Buy by day by display, e.g. Beijing July 18 500 big picture CPM.
The number of purchaseable ads for GD guarantees fluctuates dynamically according to today's headline ad system and needs to be queried in advance.
4. City Channel Brand Display Advertising Price ( No Commitment to Show Volume, Package Location)
Example: If you select the home page of Shijiazhuang City Channel to serve ads. At any time on the day of delivery, any user who clicks on the Shijiazhuang City Channel tab can see the ad on the home page. It can be understood that the package location to buy ads, the same ad space can only have one advertiser a day to serve ads.
5. Regional targeted launch, open screen, brand display advertising price, publication example (no commitment to show volume)
Static for 3 seconds
Static for 3 seconds
Dynamic 4 seconds
Dynamic 4 seconds
Gansu, Xinjiang, Guizhou, Jiangxi, Yunnan, Anhui, Shanxi, Guangxi, Liaoning, Chongqing, Heilongjiang, Inner Mongolia, Jilin, Tianjin
Sichuan, Henan, Jiangsu, Zhejiang, Shandong, Guangzhou, Shenzhen
Hubei, Hebei, Shaanxi, Hunan, Fujian
Tibet, Hainan, Ningxia, Qinghai
Beijing, Shanghai, Guangdong
1, regional targeted open-screen advertising is from 7 rounds of national targeted open-screen advertising which took out 1 round, only 7 days in advance to confirm the amount of resources available for purchase;
2, according to the direction of the provinces of the comprehensive situation divided into 5 sales;
3, the provincial capital of the province and the sub-provincial city, in the province's stall down a sale;
4, other grade cities, in the province gear down two;
5, the 5th gear for the lowest price;
6, the unit price is a separate directional price, if you need to increase the directional area according to the regional pricing overlay;
7, coverage areas can not overlap, within the same date, if the purchase of the city can not buy the province, but there is no conflict between the regions;
8, specific targeted cities please communicate in advance to confirm;
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