Author: Analysys Digital Marketing Manager Zhao Yan
For strong corporate Internet genes, online advertising is the most important acquisition channels, and even some early acquisition (CPA) all rely on online business, the marketing team will always think about a practical matter, the line to put a few million each year millions, how to improve the ROI? Optimization of advertising space is great, one of our customers, channel three months after optimization, the same fee may be increased by 3 times the conversion results (orders or clue).
Previous article talked about the lifetime value of a user's site electricity there is more than a single transformation, as well as the total value of the user lifecycle, where the total value of the user is determined? The answer is the source. Bring different sources of user traffic quality is completely different. Therefore, advertising campaigns depends largely on your distribution choice is correct.
1, the media environment
Traffic brought on knowledge on almost brought traffic and vibrato, the user level is completely different portrait. Higher user know almost comprehensive education, the topic of concern more representative, while the range of users on a wider vibrato. Willing to invest the user terminal B know almost the C-terminus are more willing to serve vibrato.
2, verticality
User where, where I went to vote in advertising, this is the right decision, so we will find the media on the vertical downstream to traffic, such as auto parts, like auto repair portal.
3, mode of cooperation
Pay-per-click advertising there, according to show the charges, according to registration fees, and charges according to the time, different modes of cooperation to bring accuracy is also different, such as by charging to show the quality is usually inferior to mass-click basis, of course, is not absolute
In marketing, we are in control of the flow channel of choice, will be responsible for the effect of these flows. How do we understand the effects of different delivery channels it? And then how to optimize.
First, how to measure the effect of advertising?
Usually advertising effectiveness analysis based on three dimensions,
Landing indicators, outcome indicators, user lifetime value
· Landing indicators referring traffic to the page level metrics, such as bounce rate, dwell time to time, the depth of access, landing page guide effect
· Outcome indicators usually refers to the registration or bringing the number of orders on behalf of our users look forward to the completion of final results
· User lifetime value refers to the user in a certain period of time to create the total value of the article can be viewed at Analysys Fangzhou Guan network users how to determine the total value of the life cycle.
Second, how to see the advertising campaigns?
Analysys through channels Ark analysis, you can quickly identify your distribution and its effects.
Analysys Ark channel analysis, through analysis platform, analysis dimensions, metrics, data conversion goals four parts to customize display.
For example, to analyze the channel dimensions for the source packet, the default will flow into several categories, may be displayed in different UV sources, bounce rate, the landing page index by selecting effects. By converting target selection, you can set depends on the transformation event, such as setting me here to submit your order.
We can see the flow of direct access, search engines, social media and other different channels over the last seven days brought, bounce rate, and the number of users to submit orders.
Third, how to see performance within the channel more details?
By selecting the dimensions of performance metrics to put in perspective the different advertising channels, click on the name of the classification of different channels can also drill down to the next level.
Channel analysis of the actual application:
1, combined with ad performance tracking to track the effect of sub-channels, conduct utm parameters in accordance with our ad in the classified ads in the track, so you can choose the ad details we want to see classified in the segment analysis of channel dimensions, take Baidu promotion, for example, I want to see plans, or even keyword results, and you want to optimize it in the advertising track where we set up the access links at all levels, we can see they were in the channels of data analysis in the indicators according to these indicators, we can see the effect of advertising is good or bad.
Including the conversion to see the effect of each unit, but also know the user of this unit, the conversion funnel, as well as their behavior information. It has a very important role in guiding the landing page optimization.
2, visualization of different channels of expression
In channel analysis, the user distinguish between different sources of data show that the dimension that can be displayed include uv, bounce rate, the number of trigger events: such as conversions, share and receive coupons and other acts. Analyzing the expected effect of different channels completion, the horizontal contrast, the comparison drill their own channels.
to sum up:
Channel analysis can help us a good measure of different channels of advertising put in effect, as well as the performance of different traffic channels. All analysis capabilities can be used alone for the ark, a flow channels are expanded, it can also compare the performance of the channel, to help us identify better channel performance, while optimizing the relatively poor performance of the channel.
Welcome to the data analysis needs of small partners, free use of Analysys Ark Argo.