Kodi njira yotsatsira nkhani zotsatsira nkhani ndi yotani?Chidziwitso chotsatsa malonda

Kutsatsa ndi masewera omwe amagwiritsa ntchito ndalama kuti apikisane kuti agule voliyumu, ndipo kutsatsa kwazomwe zikuyenda sichoncho. Akuyenerabe kutsatira zizindikiro ziwiri zazikulu zamtengo (CPA=cpm/ctr*cvr) ndi voliyumu (conversion volume=exposure* ctr*cvr). Ndikofunikiranso kukhathamiritsa mafungulo pamagulu onse.

Kodi njira ya algorithmic yotsatsira nkhani ndi yotani?

Kutsatsa kwachidziwitso kumangokhala chifukwa chowonjezera ma aligorivimu anzeru, tiyenera kuphunzira osati opikisana ndi ogwiritsa ntchito okha, komanso ma aligorivimu amakina, chifukwa akuyerekezedwa poyamba, ndipo kuyerekezera uku kumaphatikizapo ngati ndi zolondola, zapamwamba kapena zotsika Ndipo vuto la mphotho yamakina (kubwerera kutsatsa kwa nsanja), zomwe zikugwirizana ndi ngati mutha kuwoloka bwalo (0-1 kuwonetseredwa kozizira koyambira ndikutsata kukhwima kwachitsanzo).

Kuphatikiza apo, chifukwa ndi mtundu wotsatsa kuti mupeze anthu, kusinthika kwazinthu (kulunjika ndikungofotokozera kuphimba kwa unyinji, ukadaulo ndiye chinsinsi chokopa) ndi zolowera (mbali imodzi, ogwiritsa ntchito amatsitsimutsidwa. nsanja popanda cholinga, ndi nsanja Zomwe zili pamwambazi ndizokwera kwambiri, ndipo kutsanzira zinthu zopikisana kudzatsogolera kusowa kwa kukopa kwa zinthu) ndipamwamba kuposa mitundu ina yotsatsa.

Chidziwitso chotsatsa malonda

Chifukwa chake, poyankha pempholi, kusanthula kwathu zotsatsa zotsatsa zidziwitso kunapeza kuti tikuyenera kuthana ndi mavuto atatu otsatirawa, omwe amafotokozedwa motere: (cholinga chachikulu ndi zotsatira zothandizira ziwiri zoyambirira)

1. Makina Ogwiritsa Ntchito Makina: Zozizira Zoyambira ndi Zitsanzo

Tikudziwa kuti ndalama zomwe amatsatsa papulatifomu ndikukulitsa mtengo wa ECPM (ECPM=cpa*Pctr*Pcvr*bid) Poganizira zinthu zosiyanasiyana zowongolera pafupipafupi monga momwe amawonera ogwiritsa ntchito, kusanja kumatengera mtengo wa ECPM.Munjira iyi, chinthu chokhacho chomwe chingadziwike ndi cpa yanu yotsatsa (chinthu chotsatsa chimasinthidwa malinga ndi mtengo ndi bajeti zikukwaniritsa zosowa za otsatsa). Kuyerekeza sikunapangidwe kunja kwa mpweya wochepa thupi, kumafunika kutchulidwa kwa mbiri yakale, kupatsidwa mwayi wopita patsogolo, pambuyo pa kuwonekera kwenikweni, ndemanga za deta zimapezedwa ndipo magawo atsopano amawonjezeredwa asanakonzedwe.Ndipo mbiri yakale iyi ndikulozera kwa omwe adasinthidwa kale, zida, maakaunti, mafakitale, ndi zina zambiri.Pambuyo pa kuyerekezera kulikonse, deta yeniyeni ya ndemanga imawululidwa ndiyeno magawo amasinthidwa kuti adziwe ngati angalowe mumtsinje wotsatira.Chiyerekezo chotsika chimakhala chochepa, chiyerekezocho chimakhala chapamwamba, mtengo wake ndi wapamwamba, ndipo kuyerekezera kumagwirizana ndi deta yeniyeni. (Deta yeniyeni ndiyokwera kwambiri ndipo voliyumu ikupitirirabe, ndipo deta yeniyeni ndi yochepa kuti ichepetse zotsatira za kukhathamiritsa kwa voliyumu).

(1) Chiyambi chozizira

Akaunti yakale kapena pulani idzakhala ndi mbiri yakale ngati kalozera.Choncho, palinso mtengo woyesera ndi zolakwika ndi nthawi yoyesera ndi zolakwika mpaka kukhazikika kwachitsanzo kukhutitsidwa, (chiwerengero cha zitsanzo chimakhala chokhazikika, chiwerengero chochuluka, cholondola kwambiri).Tiyenera kupeza deta yeniyeni tisanapereke chigamulo.Pamene chiwonetserocho chikulephera, zikhoza kukhala kuti dongosololi likuganiza kuti mtengo wa ECPM siwokwera.Tikhoza kukweza zinthu zomwe zingaganizidwe, koma ndizothekanso ife tikuganiza kuti ndi zabwino, ndipo dongosolo akuganiza kuti si bwino.Kugwiritsa ntchito njira zina.Zimatengera 1-5000 zowonera kapena kupitilira apo kuti mutembenuke kamodzi.

Kuti mudutse kuzizira koyambira mwachangu momwe mungathere mpaka mtunduwo ukhale wokhazikika, nayi chilinganizo,Kuyamba kozizira = kutsatsa kwakukulu kwa phukusi la DMP la anthu ambiri kumachepetsa kaye ndiyeno nthawi yayitali ya bajeti

Kutsatsa kwakukulu: kutsika kwambiri kuposa kuchuluka kwamakampani, monga 20% kapena kupitilira apo, ndiyeno kutsitsa mtengo wapamwamba kuti muwone mayankho enieni a data, ndi mphotho yamakina, kunyamula zotsatira za mtengo wokwerawu, koma muyenera phatikizani bajeti yaying'ono, pezani mayankho a data ndikusintha.Ngati pali mayankho a deta kuchokera kumtengo wapamwamba, akhoza kuchepetsedwa kachiwiri, ndipo ngati pali voliyumu, kuyesako kumapambana.

Phukusi la anthu a DMP: Pakakhala palibe deta yoti mutchule pazotsatsa, zili ngati makina ofunafuna singano mumsinkhu waudzu ndipo sangathe kuyesa kuthekera kwake m'modzi ndi m'modzi. kutsatsa kwa nsanja) imagwiritsidwa ntchito kubisa ndikuyika phukusi la ID, ndikulola dongosolo Muchitsanzo cha unyinjiwu, onjezerani mayeso.

Phukusi la kuchuluka kwa makampani: Ngati mulibe ngakhale mbiri yakale yotembenuka, mutha kugwiritsa ntchito phukusi la anthu ambiri.Omwe adakhalapo adakuthandizani kale kuchoka pachitsanzocho, ndipo makampani akakhwima kwambiri, m'pamenenso phukusi la anthu ambiri limakhala lolondola. Zachidziwikire, zitha kupezekanso mu Crossover operation imachitika mu DMP kuti ipeze mtundu wake wa anthu.

Yang'onong'ono, kenako yotambasula: Ngati njira ziwiri zomwe zili pamwambazi ndizovuta kupanga zitsanzo, monga mafakitale omwe sali otchuka, ndi bwino kugwiritsa ntchito njira zina zachizoloŵezi kuti zichepetse kenako ndikuziyesa kuyesa. (Ogwiritsa ntchito otsatsa amawunikiridwa kuchokera pagulu lomwe akulozera, koma kuwonetseredwa komwe kukuwonekera kuyeneranso kuyang'aniridwa).

Mbiri yakale: Kuyerekeza sikungophatikiza mawonekedwe a wogwiritsa ntchito (chitsanzo chokopa ndi), komanso zimatengera luso ndi tsamba. m'mbuyo.Koperani kapena phunzirani kuchokera ku mfundo zazikuluzikulu zomwe mukuyendetsa. (Zolemba, zithunzi, zithunzi,Munthu, ma props, nyimbo, nthawi, ndi zina zotero, amathyola zinthu zopanga, kuzichotsa, kuzigawanitsa, ndi kuziphatikizanso. )

Bajeti: Ichi ndiye maziko omwe amakhudza kuchuluka kwa voliyumu, ndipo mtengo wochepera udzatengedwa limodzi ndi akaunti, ndalama, mapulani, gulu, ndi kutsatsa. (Zina zafotokozedwa pansipa)

Nthawi: Pakalipano, nsanja iliyonse imakhala ndi nthawi yosiyana yoyambira kuzizira, osachepera ndikulimbikitsidwa kuisunga kwa masiku 2-7.

2. Chitsanzo chowerengera cha kuyika kwa malonda oyenda

1. Kuchuluka

Kuchulukira kwa zosinthika, kuchuluka kwa data kumakhala kokwanira, komanso kuyerekezera kwake kumakhala kolondola.Tsopano nsanjayo ili ndi manambala 0 mwachindunji mu algorithm yanzeru (komanso kutengera deta yokwanira m'mafakitale ofanana).Zofunikira pa nsanja iliyonse ndizosiyana, 6, 10, 20, 50 kapena kupitilira apo, ndiko kuti, bajeti yotsatsa iyenera kukhala yokwanira kukwaniritsa kukhazikika kwachitsanzo.Koma zimatengeranso mtengo wakusinthaku mumakampani anu komanso luso lanu la bajeti.Ngati makampani ndi yuan ochepa kapena makumi a yuan, ngakhale kutembenuka kwa 50 kudzawononga chikwi cha yuan, koma m'mafakitale ena, pafupifupi CPA imatha kufika mazana kapena masauzande, mutha kukhazikitsa bajeti yosinthira deta kuti mupewe ndalama zambiri. mkulu..

2. (Kutembenuka kwa anthu ambiri)

Pankhani ya kusokoneza chitsanzocho, zikhoza kumveka kuti anthu osiyanasiyana amawona zipangizo zosiyana siyana za njira zosinthira, ndipo ngakhale mlingo wa bids udzakhudza chitsanzo (malo oyesa magalimoto ndi osiyana).Njira zosinthira mozama (monga kugula mwachindunji, kapena kugula mitengo yosiyanasiyana yamakasitomala, monga yuan 1 ndi 9 yuan, zinthu za yuan 49.) Zikakhala zovuta kwambiri, izi zimadaliranso makampani. (Ngati pali mafakitale monga mafomu a maphunziro ndi zogula zotchuka, tikulimbikitsidwa kugwiritsa ntchito njira yomweyi kuti muphunzire kuchokera ku deta).

2. Kusintha kwazinthu

Tidzajambula patokha kapena mbiri yakale yamakampani monga mtengo womwe tidayerekeza kuti chitsanzocho chipezeke bwino.Koma mutatha kudutsa chitsanzocho, chiyenera kuyang'anizana ndi kuchepa kwa zinthuzo.Komanso, monga tafotokozera pamwambapa, pachimake cha kutsatsa kwachidziwitso ndizinthu, ndipo kuwongolera kumangotanthauzira gulu lophimbidwa, kulola dongosolo kuti lipeze zizindikiro izi, koma pamapeto pake, ngati wogwiritsa ntchitoyo akuchita kapena ayi zimadalira zinthuzo.Izi zimaphatikizapo kuchuluka kwa zinthu, kuchuluka kwa zinthu zatsopano, malo ogulitsa, mawonekedwe a mawu, ndi gwero la kudzoza. (zatsatanetsatane pansipa)

3. Zolinga zazikulu: mtengo ndi kuchuluka kwake

Kukhathamiritsa kwamavuto awiriwa kukufunikabe kubwerera ku zolinga zathu zazikulu: mtengo (CPA=cpm/ctr*cvr) ndi voliyumu (kutembenuka kwa voliyumu=exposure*ctr*cvr), zomwe zikuyenera kuthetsedwa ngati zotsatsa za SEM. ndikuthana ndi zikoka za kuwonekera, cpm, ctr, ndi cvr komanso kukhathamiritsa komwe kungachitike.

(1) Kuwonekera

1. Zinthu zakunja: zochitika zapapulatifomu tsiku lililonse, nthawi, kuchuluka kwa ogwiritsa ntchito, zinthu zopikisana (kuchuluka, ndandanda, kutsatsa), tchuthi, kuwongolera pafupipafupi (monga zithunzi zazikulu, kuchuluka kwa zotsatsa zofananira, ndi zina zotero)

2. Zinthu zamkati: kuwongolera, mtengo wa ecpm (cpa * Pctr * Pcvr * bid), bajeti, nthawi, ma akaunti ambiri, malo otsatsa, mtundu wazinthu (kaya magulu onse), njira yolipira, kuthamanga kwa voliyumu, ndi zina zotero.

(2) ctr

Malo otsatsa, zinthu, kalembedwe, nthawi, khamu, ndi zina zambiri (Zimadalirabe kusintha kwa msika ndi malo ogwiritsa ntchito)

(3) cvr

Khamu, tsamba (zosintha zosintha), kufunika kwa tsamba lopanga, ndi zina.

(4) cpm mtengo

Kutsatsa kwanu, mpikisano wamakampani, kutsatsa kotengera nsanja

0. Lamulo lolowera la 1 ~ XNUMX lachitsanzo cha algorithm yotsatsa chidziwitso

Apa tiwonjezeranso kukonzanso kapena kuwonjezera, ndi njira ziti zomwe zikuyenera kuchitika munjira ya 0-1 yotsatsa zidziwitso?

Kutsatsa kwabwino ndikukopa anthu oyenerera (kutsata, kutengera mtundu wa anthu) m'njira yoyenera (zogulitsa, zida, malo ogulitsa) panthawi yoyenera komanso munthawi yoyenera (nsanja, malo otsatsa), komanso nthawi yomweyo ziyenera kusinthidwa pamtengo wotsika.

katundu wa kampani:

Pokhapokha ngati mankhwalawa ali ndi mwayi wosiyanitsa yekha, mankhwalawa ali ndi mwayi wosintha, apo ayi zimadalira mpikisano wamayendedwe.Ambiri a iwo amasanthula ubwino wa katundu wa kampani yawo pa nkhani ya mpikisano wathunthu wamsika, kupewa mphamvu ya zinthu zopikisana, ndipo akhoza kugunda zowawa za ogwiritsa ntchito, kuti athe kuwonetsedwa muzotsatira zotsatila.Pambuyo pomvetsetsa ubwino wazinthu zamakampani, mungapeze malo ogulitsa zinthu zomwe zingathe kutulutsidwa kunja.

(1) Kampani: Kuphatikiza nthawi yokhazikitsidwa, maziko, chilengedwe, kukula, ulemu, ntchito, milandu ndi miyeso ina yowunikira, ngati pali malo ogulitsa kunja.

(2) Zogulitsa: Chotsani mfundo zomwe zitha kutulutsidwa kuchokera kuzovuta za ogwiritsa ntchito monga mtengo, ntchito, kutengeka, ndi zochitika.

Zambiri papulatifomu:

(1) Algorithm ya data: kuphatikiza zochitika zatsiku ndi tsiku za nsanja, kagwiritsidwe ntchito ndi nthawi yake, kukula kwa data, ndi njira zowunikira.

(2) Zithunzi za ogwiritsa ntchito: makamaka kuwunika kuchuluka kwa ogwiritsa ntchito papulatifomu, ndi masitayilo ndi masitayilo omwe amakonda.

Zambiri za ogwiritsa ntchito: zithunzi za ogwiritsa ntchito, zosowa za ogwiritsa ntchito, nkhawa za ogwiritsa ntchito, kugwiritsa ntchito kwa ogwiritsa ntchito

(1) Chithunzi cha ogwiritsa ntchito: mawonekedwe achilengedwe, mawonekedwe a chipangizocho, zomwe amakonda, zomwe amachita (sakani,Zamalonda, chikhalidwe, APP, LBS)

(2) Zofuna za ogwiritsa ntchito: zomwe zimakulimbikitsani komanso zowawa za ogwiritsa ntchito kuti agwiritse ntchito malonda/ntchito yanu

(3) Cholinga cha ogwiritsa ntchito: ndiye chifukwa chomwe ogwiritsa ntchito amakusankhirani. (kuchokera kuzinthu ndi kuvomereza)

(4) Kugwiritsa ntchito: kugwiritsa ntchito, kugwiritsa ntchito psychology, kugwiritsa ntchito lingaliro

Zomwe zili pamwambazi zitha kugwiritsidwa ntchito pazida zolozera, mamapu ofunikira, malipoti amakampani, kusanthula kwazinthu zampikisano, mayankho a kafukufuku wa ogwiritsa ntchito, nsanja zamagulu a anthu ammudzi, kusanthula kwazithunzi za DMP, zoyankhulana zogulitsa makasitomala, kusanthula kwa data ya CRM, ndi zina zambiri.

Chidziwitso champikisano wazinthu: Imasanthula kwambiri malo ogulitsa zinthu zakunja ndi zambiri zamakampani, ndikupeza malo ogulitsa omwe angapewe zabwino zake koma kukhutiritsa ogwiritsa ntchito.

Kugawikana kwaunyinji: pachimake, chandamale, omvera omwe angakhale nawo komanso momwe angawathandizire

Kulunjika kwakukulu: mawu (monga mtundu, mpikisano), kutembenuka kwa ma dmp, machitidwe (kutsatira, kusaka, kugula, kutsitsa, LBS yokha kapena opikisana nawo)

Kulunjika: mawu (monga zinthu zamtundu uliwonse), phukusi lamakampani, zomwe amakonda kwambiri

Zomwe zingatheke: mawu (monga unyinji, mawu amakampani), phukusi lachiwongola dzanja lachiwiri komanso lapamwamba

Tsamba lopanga:

(1) Magulu osiyanasiyana a anthu amatha kutengera malo ogulitsa osiyanasiyana, monga mtundu waukulu wa gulu ndi zochitika zake, malo omwe gulu lomwe mukufuna kugulitsa, komanso cholinga chachikulu cha gululo pakuchotsera kwaubwino ndikupanga zilakolako zachiwongola dzanja, zowawa komanso kukulitsa nkhawa, etc.

(2) Tengani maphunziro monga chitsanzo: anthu (aphunzitsi, ophunzira, othandizira ophunzitsa, makolo, osakwatiwa/anthu ambiri), makina (zothandizira), zida (mabuku, mabokosi amphatso, mabuku, zolembera, zolemba, mamapu amalingaliro), njira (njira, Luso, zidziwitso), ndi zina zokhudzana ndi mphete (kalasi, banja, dera) zimaphwasulidwa ndikuphatikizidwa.

(3) Mitundu ya mawu: zithunzi (zithunzi zitatu, chithunzi chachikulu, chithunzi chaching'ono, gridi, ngodya), kanema (kuwulutsa pakamwa, chiwembu, chojambula pamanja, ppt ...).

(4) Mayesero otsatizana: ochuluka monga mmodzi, kenako kuchokera pa chimodzi kupita ku ambiri. (Mafomu azinthu zogulitsa zambiri amayesa, pezani voliyumu yomwe ikuyenda, ndikuwonjezera zinthuzo).

(4) Zambiri zapatsamba: mfundo yofanana ndi gawo la tsamba la SEM (makamaka zindikirani kuti chithunzi chamutu ndi gawo lakunja zimagwirizana kwambiri kapena zimagwirizana, ndipo chithunzi cholenga chimasinthidwa mwachindunji).

(5) Gwero la malingaliro: zida zolimbikitsira zopangira nsanja zotsatsa, kuwerenga pamanja, zida zokwawa zapatatu, mamapu ofunikira, ndi zina zambiri.

Bajeti yotsatsa:

1. Bajeti

（1）、1.5-2倍转化目标数量预算。（如单日100转化量，cpa为100，则可设置15000-20000）。

(2), ndibwino kuti musakhale osachepera 1.5 nthawi yeniyeni ya bajeti yogwiritsira ntchito. (Ngati kumwa kwenikweni ndi 10000, sikuyenera kukhala kotsika kuposa 15000).

(3) Maakaunti ndi magulu otsatsa akhoza kukhazikitsidwa.Pali kusiyana pang'ono pakati pa makonzedwe a mapulani ndi bajeti yomaliza imadalira mtengo wocheperako, akaunti, ndondomeko, ndi gulu, ndipo ndalama zenizeni zomwe zilipo zotsatsa zidzatengedwa.

(4) Zotsatsa zatsopano zimawonjezeredwa tsiku lililonse kuti zisungidwe, ndipo bajeti ya chiwerengero cha zitsanzo zokhazikika zomwe zimatembenuzidwa tsiku ndi tsiku ziyenera kuikidwa pambali pa zotsatsa zomwe zili pa intaneti nthawi yomweyo. (Mwachitsanzo, m'mafakitale omwe ali ndi CPA yapamwamba, patulani ndalama 6 za CPA zotsatsa 1) Ngati CPA ili 100, bajeti ya malonda amodzi iyenera kukhala osachepera 600. 1200-2 zotsatsa nthawi yomweyo.Yang'anani zomwe zili mu maola 4 oyambirira, chotsani mwamsanga malonda omwe ali ndi deta yoyipa, ndikutulutsa zatsopano.

2. Bidi

(1) Kutsatsa kwamakampani ndikusaka kapena CPA yovomerezeka, ndikuwonjezeka ndi 5% pamaziko a zomwe akufuna.

(2) Ngati sizingatheke kuti muyambe kumalo ozizira ndipo palibe deta, yonjezerani ndalamazo mpaka pakhale ntchito ya deta. (Kuwonetsa zoposa 3000-5000 ndikuwonera ndikusintha)

(3) Ngati kulibe mayankho a data, kuphatikiza kwa mabilu ndi ma voliyumu ophatikizika, bajeti yaying'ono, ndi zolinga zosinthika zosazama zitha kugwiritsidwa ntchito kusonkhanitsa deta yotembenuka ndikuwona zida ndi makamu. (monga cpm, cpc kuthamanga voliyumu).

kusanthula deta:

Oyima: Yang'anani pa mtengo (CPA=cpm/ctr*cvr) ndi voliyumu (kutembenuka kwa voliyumu=exposure*ctr*cvr) ndi kusanja formula ECPM=cpa*Pctr*Pcvr* kuyesa kusanthula deta yolumikizira yomwe ili yotsika kuposa avareji ya msika, ndipo pachimake ndi choyipa kwambiri Vuto liri pakupeza zinthu zokopa zomwe zitha kukonzedwa bwino mu ulalowu.

Chopingasa: Pulatifomu, akaunti, bizinesi, mapulani, gulu, zotsatsa pezani kusiyana kwakukulu komwe kumakhudza chandamale kuchokera kugawo lonse kupita kugawo, ndikukwaniritsa gawoli.