Shulou(Shulou.com)11/24 Report--

Recently, well-known manufacturers of tools represented by eggplant technology, Xingchuang information, Juyuan, etc., have shared the experience of how to optimize game-breaking growth through materials, advertising creation efficiency, data integration, channel flow mining and other links in the environment of serious homogenization of seafood products and continuous squeeze of growth space. It is worth mentioning that the three manufacturers all use one-stop cross-channel intelligent delivery tool XMP by Mobvista (hereinafter referred to as: XMP) to build an efficient delivery growth system of sea-going tools, which greatly improves the efficiency of going out to sea to buy, and realizes the fine improvement of the effect of buying.

There are many tools and markets to go to sea, and it is easy to deal with the batch creation of advertisements.

The sea tools industry is extremely extensive in the level of user penetration, most of the tools App have many similarities in functions and usage scenarios, and the subdivided tracks are more crowded. Especially in the overseas purchase volume, in a number of overseas markets and advertising platforms, at the same time put a large number of tools App, purchase speed has become an important part of the competition between tools going out to sea App.

In the actual purchase volume, generally speaking, developers of offshore tools will have multiple tools App to buy at the same time. In the face of multiple tool App, offshore market, advertising platform accounts, advertisements, advertising materials and other buying scenarios, optimists need to build a large number of advertising plans in different advertising platform accounts, as well as set advertising budgets and bids for different offshore markets. There is a lot of repetitive work in the advertising infrastructure process, which consumes a lot of time, which makes the advertising online slower and difficult to start. If you want to seize the first opportunity in the fierce competition of buying volume, improving the online speed of advertising and the efficiency of buying volume is the most important problem for tool developers to solve.

In view of the low efficiency of advertising construction, App optimizer, a sailing tool, can select multiple advertising accounts, regions and sets of materials at one time through the combined batch cross-multiplication function of XMP, and match them with different regions and different bids. Through this binding logic, N advertisements can be built at one time, eliminating the tedious labor operation, greatly reducing the pressure of delivery, and allowing ads to be put online first to further accelerate the volume. According to the practical feedback from optimizers such as eggplant Technology, Xingchuang Information, Juyuan, etc., in the past, it took 30 minutes to one hour to create advertisements in the backend of big media, but after batch creation through XMP, it can be easily completed in only 5-10 minutes, saving 70% of the time.

Eggplant Technology Lacuna team said: "with the help of XMP to create advertisements in batches, we can easily reuse the volume experience, effectively help us improve the efficiency of cross-regional and cross-channel advertising, get through the buying and cash data, effectively enhance our fine operation capacity, and promote the growth of buying and cash-out business."

Efficient management of material library, mining material quantity elements

As mentioned above, there are many App tools for overseas purchases with the same function, while most of the tools App purchase materials are mainly to introduce the core functions of the products. Compared with other industries, the creativity of materials is slightly single, which makes the homogenization of materials more rampant, and it is difficult to start advertising.

In addition, in the face of the fierce buying market environment, the iterative speed of material becomes faster. However, the tool App has been put out to sea in many areas and media, and it takes a long time for optimists to change advertising materials and statistical materials. In the past, the sea tools were used in the purchase, and the designer team relied on the optimization team to feedback the material data to optimize the material, so the material production cycle was lengthened. In the absence of material data guidance, there is often a deviation in the direction of material production and optimization, which affects the overall purchase effect.

In the purchase volume, the material is the key element of the quantity, to create a diversified purchase of material, it can cover different types of people from multiple angles. In order to solve the problems of homogenization and long production cycle of materials bought by sea tools, we can view the data of materials at any time through the function of XMP enterprise material database, including automatic scoring, ROAS, retention, LTV and other data, eliminating the tedious statistical work of material data.

Xingchuang Information mentioned that, on the one hand, the optimizer team can quickly and intuitively analyze the performance of the material, for a small amount of material, the optimist can directly select the material in the enterprise material library and change it in time, which can be used in multiple channels. On the other hand, through the material data report, the designer team can quickly locate the type of the material, and through the tagging management of the material, excavate the high-quality elements of the material, and try to carry out secondary creation with a variety of creativity. effectively reduce the problem of material homogenization.

It is worth mentioning that the designer team can continuously precipitate high-quality material tags through XMP, build a systematic material tag library, quickly reuse and create more diversified and high-quality buying materials, and make advertising stand out in the fierce volume competition.

Xingchuang Information Buy team said: "the competitive pressure of tools going out to sea is great, and the iterative speed of materials is high. Through XMP, we can analyze material data in multiple dimensions, quickly find the key points of starting materials, help us to improve the efficiency and quality of material production, and greatly save manpower and time."

Build a data closed loop and fine tune the purchase quantity

In the sea tool App, the coexistence of purchase and cash is its typical business model. In order to improve revenue, tool developers often use ROI or ROAS as assessment indicators to measure the purchase volume and realization effect of each channel in detail. For example, they use the ROI of realized income as an index to control the lower purchase cost to improve customer acquisition effect and continuously optimize the purchase strategy.

However, the overseas channel data are separated from each other, and the purchase volume and realization data can not be connected, so it is difficult to guide the optimization of purchase volume based on the realized income data. It is necessary for optimists to carry out tedious data collection and statistical work manually, which not only consumes manpower, but also is prone to data errors, which leads to deviation in the evaluation of channel flow and buying effect, and affects the optimization direction of delivery and cash-out strategy. How to create a complete data system for delivery and cash out has become a pain point that tool developers urgently need to solve.

In the aspect of data closed loop, aggregator has explored an efficient solution. Juyuan said that XMP has opened up the data of advertising channels, MMP and cash platform, and the optimizer uses XMP to associate the data on the buying side with the data on the cash side, and uniformly aggregates the data from multiple platforms in one data panel. Save the tedious manual statistics and tabulation work, greatly release the pressure of the buying team, and effectively avoid data errors, data inaccuracy and other problems. At the same time, the data dimensions are so rich that optimizers can directly analyze the ROAS, LTV, retention and other effect data of each App, Campaign, Ad Group, Ad and material, and directly carry out advertising optimization operations based on this data, such as opening / closing advertising, adjusting budget, adjusting bid, and so on.

Juyuan Buy Volume team said: "there are many channels involved in overseas purchases, and efficiency is the key to rush volume. XMP enables advertising to achieve batch delivery, unified material and data management, which is easy to use, which helps us avoid tedious manual operation and significantly improve the efficiency of buying team cooperation."

Fine-tuning the buying channel to obtain high-quality users efficiently

In terms of buying channel strategy, offshore tool App should not only choose the big media platform, but also take into account the subdivision of buying channels to tap more accurate traffic. SDK advertising platform represented by Mintegral has become the key layout direction of tool developers. At present, the number of SDK advertising platforms in the market is large and complex, optimists can not get the performance data of the market, often lack of accurate data to optimize advertising channels and advertising styles, and can not reasonably adjust advertising bids.

In order to obtain accurate users more efficiently, continuous optimization of buying channels is an indispensable work for developers of sailing tools. Through the flow pool function of XMP, developers such as eggplant technology can clearly understand the market indicators of SDK platforms in different markets and categories, and analyze the data performance of each Campaign in various channels by comparing with the market data, so as to suspend the Campaign, channels and advertising styles with small number of customers and low quality, and devote more energy to accurate advertising channels. Achieve stable and high-quality user growth.

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