Media Planning and Purchase (i): How to pay for guided behavior

In the behavioral buying model, we like to search all the styles as much as possible: cpa,cps,cpl, mixing them in a package. can provide CPL or CPA mode of personal sites, Web 2.0 commercial sites, such as more and more networks. Typically, the list of these sites includes the most popular and major sites.

Different from Member network

Is the purchase based on behavior the same as that of a member network created from a similar LinkShare or commission Junction (Commission connection)? In some ways, they are similar because you pay only for specific actions. But in other respects, they are very different. In an action based media program and purchase, you are not just hanging your "devotion", hoping it happens to be clicked by someone. Instead, it directs to specific publishers and assets. The main business of these publishers and assets is the media solution that provides the basis for behavior. And in most cases, it can bring high quality transformation from an environment that has more control and gold content than member networks. In many cases, you can simply limit the project to a specific high-quality website.

Heroes to bad people

While all those cheap "leads" make you look like a Hero planner, if your customer's salespeople start claiming that "guidance" is useless, you will soon become a bad person. A $ "boot" fee may look great if it appears at the top of the tracking paper, but if it does not change, then the $25% conversion rate looks good.

To make media purchases based on behavior, you must try all the behavioral-based opportunities, even those who are expensive. This means that if you are on the client side, you must work with a team. They understand and can assess all the behavioral-based opportunities you have in your testing activities. This is especially important when evaluating what strategy to take in your chosen asset.

The early bird catches the worm

To measure your quality of guidance, you must have a way to quickly rate the quality of the lead and give it back to the media buyer. There are some things that can help you make a deal as soon as possible. For example, an event that captures a "bootstrap" behavior can shorten the response time, and can have an automated reply email with the signature of the seller's agency. It may take more money, but it does improve conversion rates. Typically, the boot behavior is generated in batches and delivered to the customer. This is good in many cases, but if a sales conversation requires a quick response, try to do so. Quickly notify the sales team of the "bootstrap" behavior. The salesperson can immediately give a reply and complete the transaction.

Some insider information about high quality guidance

To get advice from knowledgeable people, I met Mike Sisto,http://www.aliyun.com/zixun/aggregation/3440.html, manager of sales and agency relations at >silver Carrot. The company is one of the earlier companies to offer a media list that can be paid by behavior.

"If you want to achieve higher quality, avoid sites that offer rewards for every advertisement that requires registration." "he said. "In the end, you'll find that the database you're paying for is flooded with people who are not interested in your product and just interested in the prize." "

"But don't wipe out all the incentive sites," he added. Putting your ecommerce on a site that can buy a reward user every time is a popular way to improve conversion rates, and you'll get instant confirmation when you swipe their credit card.

Wash, avoid dirty data

Sisto also suggested marketers verify that publishers have strong, hygienic "bootstrap" behavior collection methods.

"The media property based on behavioral payments should always be doing one thing." Sisto advised. "It is using CASS-certified software to erase their data, a system developed by USPS services to improve delivery accuracy. "This can maximize the assurance that the bootstrap data is correct----no fake addresses, zip codes and similar false information. (This is a garbage field that you don't recognize at all.) Until you send a direct mail courier, and waste valuable promotional materials and postage will be found.

In addition, Sisto added: "Your publishers should be able to filter out obscene and generic fictitious names, such as Mickey Mouse, to make your accepted" guide "data as useful as possible.

spyware, malware and spam

One of the important things to consider when making media purchases on the basis of behavior is that many publishers have large membership networks. Like other networks, you don't know where your ads can appear. In general, these publishers are reputable----but most of their members may not be! Make sure that the media property you use does not use or buy "boot" from partners or members, through the use of spyware, malware and spam. It's not good for your brand, and in extreme cases it's a very bad PR.

In the second part, I will cover the following topics: How to track a behavioral based transaction, how to buy on top of value (not price); Once you find out how the media can be used to protect it by acting on the basis of behavior, the importance of creativity in an action based transaction; When you do a behavioral media program, The points that must be considered in the mind,

Note：

CPC (the abbreviation of the English costing per click), that is, the billing method for paying commissions according to the Click Advertisement; CPL (English cost per lead abbreviation), that is, for the click Ads to guide users to the designated page to pay the fee for the successful payment of commission; CPA (English cost per Action abbreviation), that is, to guide users to the arrival of the registration, download and other actions to successfully pay the commission of the billing method.

(Original: August 21, 2007; compiling: Shi Ying)