Reading notes What Facebook has done on the mobile side to let users fall in love with ads

Article Source: http://news.cnblogs.com/n/513297/

Facebook weapons:

Facebook has only one weapon: let advertisers deliver personalized, accurate ads based on the target audience. Based on high-quality advertising content and form, accurate user delivery, coupled with the flow of information that the user focus on the location.

Analyze how users behave and embed ads in the flow of information. Facebook ads backstage provides nine kinds of advertising content, namely content (POST) promotion, homepage promotion, click Promotion, conversion promotion, Application download promotion, App Interactive promotion, event promotion, coupon promotion and video promotion. In the era of mobile internet, users face multi-terminal environment, too much emphasis on click ads does not conform to industry trends. Some Facebook advertisers have found that 90% of ads that have an impact on user behavior come from ads that have seen but not clicked. Different from the PC era based on cookie advertising, mobile users use more than one device, consumer behavior also appears online and offline convergence trend, so the advertising tracking effect also needs to change.

Mobile Advertising Charging method: CPM+CPC

One is by CPM (cost per impressions), that is, thousands of display costs, for example, if the CPM price of $1, then The advertiser's ads every 1000 times, will need to pay $1 advertising fee. Another way of charging is CPC (cost per click), where advertisers pay per click, and the clicks defined by Facebook include interactive methods such as likes, comments, or sharing. In addition to these two, some ads can also be paid by CPA (cost per action), that is, the actual conversion effect, such as the use of a coupon or application download, but the requirements of this billing method is relatively high, the scope of use is very small.

The core value of mobile advertising: accuracy + relevance

It is undeniable that ads placed in the flow of information are at the expense of the user's experience of getting social messages. In the user's position, the content quality of the advertisement and the relevance of the advertisement are the most important aspects of Facebook. Advertisers can also get users at a lower cost if they are accurate and relevant.

How can you achieve precision and relevance? This returns to the advantage Facebook has: knowing the user. What users like to share and click on Facebook, what apps to use, which pages to focus on, and what books and video preferences they have, will be the basis on which Facebook determines a user's identity, helping advertisers deliver accurate delivery.

"The average American spends 25% of its media spend on mobile, but The Advertiser's budget for the mobile side is only 11%. One of the main reasons why advertisers don't quickly move their targets to mobile is that they don't have an effective channel to host ads and calculate ad delivery. The internet industry's advertising accuracy is less than 60%, which means that four people in 10 people see the wrong ads, the target group of these ads are not these users. The core advantage of Facebook is the large-scale user base and the understanding of these user behaviors, which help Facebook improve the accuracy of ad delivery. Especially when users frequently use Facebook accounts to sign in to third-party apps, Facebook gets more user-behavior data.

Differences, liquidity and spread are three notable characteristics of user behavior. Aware of the user's differences, the marketing work of the enterprise will not engage in fits, will not take the big shelling mosquitoes, but will be the market segmentation and target market choice, and then targeted users for accurate marketing. Http://blog.sina.com.cn/s/blog_a032adb90101ji8t.html

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Reading notes What Facebook has done on the mobile side to let users fall in love with ads