Two things you have to do before you launch a new project,One is demand analysis, and the other is population analysis。 Why do these two things first, we need to know who the ads are for? Where is the target user? What are the needs of the target user? How to attract him? So optimizers can't be lazy in these two steps, if you jump directly to the account operation, the problem is that traffic doesn't match the product. Paper, landing page planning, material design are needed to combine needs and crowd analysis.
Confidants know that the other side can be a hundred battle Yum, advertising before the competition survey is very important, competition analysis needs to stand in two anglesOne is the delivery angleNeed to use advertising intelligence analysis tools, such as: ad check, appgrowing and so on. The delivery angle needs to include the following points:（1）What are the advertisers running similar products?Choose 3-5 large consumption of competition for analysis, if each to analyze, it takes a lot of time, but also can not find the focus. How can I tell if I'm consuming too much? You can judge your ad activity.（2）What channels are inglying on?What ad locations are running in the channel? What are the main forms of creativity? Such as large pictures, three pictures, small pictures, video and so on（4）What are the locations?（5）Primarily available on the device side, such as IOS or Android（6）What's the selling point? Analysis from the printed and floor pages（7）What are the main forms of paper work? The longer the delivery time, the longer the basic can judge the effect is good, the effect is not good will not always cast. Why should we know which paper sets of the main bidders cast, because later in the paper writing will be more directionalWhat is a case-by-paper path, such as: Ask questions (paper-and-paper):In line with these characteristics, your used car can sell the new car price Creating Scarcity (Paper Set):There are still 40 pairs left, counters can not afford expensive shoes, three fold up（8）The main style, color scheme of the creative outer diagram, and the analysis of the script form in the video（9）What is the carrier conversion form of the landing page? Such as: powdering, form collection, online orders, etcThe so-called "user perspective" is to jump out of the self-position, standing in the user's perspective to think about the problem, the purpose of doing so is to take their own as a user to see the collected relevant competition materials. If I'm the target user, whether the paper can touch me, whether the landing page will attract me to stay on the phone. Through the user's point of view to the competition effect of good material for the advantages and disadvantages of the list.Product selling point is: product characteristics, product advantages and user benefits（1）Refining comes from the selling point of the project that has been placedPoint of sale can be refined from these points of view: price, additional services, scarcity, convenience, practicality, efficiency and so on（2）What's the selling point of the competition?（3）Whether there is homogenization between your own selling point and the competition（4）Identify your own unique selling points and distinguish between homogenization and competitionThe starting point for crowd analysis is who I sell this product to. Who's going to see my ad?For example: male, age 20-30 years old, undergraduate degree（2）What are the characteristics?For example: living in the north to Guangshu, engaged in the Internet industry, monthly income of 20K-30KFor example: like to watch science and technology information, weekend home at home to learn to charge and play gamesAfter completing the needs analysis and population analysis, then carry out the delivery planning and strategy development
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