Chii chinonzi algorithmic mashandiro ekushambadzira nhau?Ruzivo runoyerera advertising formula

Kushambadza mutambo unopedza mari kukwikwidza kutenga vhoriyamu, uye kushambadza kuyerera kweruzivo hakuna zvakadaro. Kuchiri kufanira kutevedzera zviratidzo zviviri zvakakosha zvemutengo (CPA=cpm/ctr*cvr) uye vhoriyamu (conversion volume=exposure* ctr*cvr). Izvo zvinodikanwa zvakare kukwirisa zvinhu zvefunnel pamatanho ese.

Chii chinonzi algorithmic mashandiro ekushambadzira nhau?

Ruzivo runoyerera advertising ingori nekuda kwekuwedzerwa kweakangwara algorithms, isu tinofanirwa kudzidza kwete chete vakwikwidzi nevashandisi, asiwo muchina algorithms, nekuti inofungidzirwa kutanga, uye fungidziro iyi inosanganisira kana yakarurama, yakakwirira kana yakaderera Uye dambudziko re muchina mubairo (chikuva advertising kudzoka), iyo ine hukama nekuti iwe unogona kuyambuka denderedzwa (0-1 kuratidzwa kutonhora kwekutanga uye yekutevera-up modhi yekukura chiyero).

Uye zvakare, nekuti inzira yekushambadzira kuti uwane vanhu, iyo yekuvandudza yezvigadzirwa (kunongedza chete kudonhedza kufukidzwa kwechaunga, hunyanzvi ndiyo kiyi yekuikwezva) uye zvikumbaridzo (kune rimwe divi, vashandisi vanozorodzwa pa chikuva pasina chinangwa, uye chikuva Chikumbaridzo chemukati chakakwirira, uye kutevedzera kukwikwidzana kwezvigadzirwa kuchaita kuti kushaikwe kwekukwezva kwezvinhu) yakakwirira kupfuura mamwe mafomu ekushambadzira.

Ruzivo runoyerera advertising formula

Naizvozvo, mukupindura chikumbiro, ongororo yedu yemashambadziro ekuyerera kweruzivo yakaona kuti tinofanirwa kugadzirisa matambudziko matatu anotevera, ayo anotsanangurwa mukurongeka: (chinangwa chikuru mhedzisiro yezviviri zvekutanga)

1. Machine Algorithms: Cold Starts uye Models

Tinoziva kuti mari yekushambadza kwepuratifomu ndeyekuwedzera kukosha kweECPM (ECPM=cpa*Pctr*Pcvr*bid) Tichitarisa zvakasiyana-siyana zvekudzora ma frequency akadai seruzivo rwemushandisi, chinzvimbo chinoenderana nekukosha kweECPM.Mufomula iyi, chinhu chega chinogona kutariswa ndeye cpa yako yebhidhi (iyo bid factor inogadziriswa zvichienderana nekuti zvinhu zvakaita semutengo uye bhajeti zvinozadzisa zvinodiwa nevashambadzi). Kufungidzira hakuna kugadzirwa kunze kwemhepo yakatetepa, inoda nhoroondo yedata rekare, ichipihwa mukana wepamberi, mushure mekuratidzwa kwechokwadi, mhinduro yedata inowanikwa uye mitsva mitsva inowedzerwa isati yagadziriswa.Uye iyi data yenhoroondo ireferensi yezvakapfuura zvakashandurwa mushandisi maitiro, zvishandiso, maakaundi, maindasitiri, nezvimwe.Mushure mekufungidzira kwega kwega, iyo data yemhinduro chaiyo inoburitswa uyezve ma paramita anogadziridzwa kuti aone kana achipinda mune inotevera traffic pool.Iyo yakaderera fungidziro ndeyekuratidzwa kushoma, iyo yepamusoro fungidziro iri, iyo yakakwirira mutengo, uye fungidziro inopindirana neiyo data chaiyo. (Iyo chaiyo data yakakwira uye vhoriyamu inoramba ichiwedzera, uye iyo chaiyo data yakaderera kudzikisa kukanganisa kwehuwandu optimization).

(1) Kutanga kunotonhora

Iyo account yekare kana chirongwa chichava nenhoroondo data sereferensi.Kune account nyowani uye chirongwa chitsva, kufungidzira pasina data?Nokudaro, kunewo mari yekuedza-uye-kukanganisa uye nguva yekuedza-uye-kukanganisa kusvikira kugadzikana kwemuenzaniso kwagutsikana.Isu tinofanirwa kuwana data chaiyo tisati taita mutongo. Kana kuratidzwa kwakundikana, zvinogona kunge zviri kuti sisitimu inofunga kuti kukosha kweECPM hakuna kukwirira. Tinogona kukwenenzvera zvinhu zvingatariswa, asi zvinogonekawo kuti isu tinofunga kuti yakanaka, uye hurongwa unofunga kuti haina kunaka.tofanira kushandisa dzimwe nzira.Zvinotora 1-5000 zvinoonekwa kana kupfuura kuti uwane kanenge kamwechete kutendeuka.

Kuti upfuure kutonhora kwekutanga nekukurumidza sezvinobvira kusvika modhi yagadzikana, heino fomula,Kutonhora kutanga = yakakwira bhidhi DMP chaunga pasuru indasitiri pasuru yakatetepa kutanga uyezve yakafara nhoroondo zvinhu bhajeti nguva

High bhidhi: yakakwira kupfuura iyo indasitiri yeavhareji bhidhi, yakadai se20% kana yepamusoro, uye wozodzikisa iyo yakakwira bhidhi kuti uone iyo chaiyo data mhinduro, inovawo mubairo wemuchina, inotakura mhedzisiro yemutengo uyu wakakwira, asi unofanirwa batanidza bhajeti diki uye uwane mhinduro yedata uye gadzirisa.Kana pane mhinduro yedata kubva kune yakakwira bhidhi, inogona kuderedzwa zvakare, uye kana ichiripo vhoriyamu, bvunzo inobudirira.

DMP boka revanhu: Kana pasina data yekutaura nezvayo mukushambadzira, yakafanana nemuchina uri kutsvaga tsono munhokwe uye haugone kuyedza mukana mumwe nemumwe. kushambadzira kwepuratifomu) inoshandiswa encrypt uye kurodha iyo ID package, uye rega iyo system Mune iyi modhi yeboka, wedzera bvunzo.

Indasitiri yeboka revanhu: Kana iwe usina kana nhoroondo yekushandura data, unogona kushandisa iyo indasitiri yeruzhinji package.Vakatangira vakatokubatsira kubva mumuenzaniso, uye nekukura kweindasitiri, ndiko kuwedzera kwakaringana kwechaunga ichi. Ehe, inogona zvakare kushandiswa muCrossover operation inoitwa muDMP kuti iwane yayo pachayo modhi.

Kutanga, yakamanikana, yozopamhidzira: Kana masystem maviri ari pamusoro apa achinetsa kugadzira mamodheru, senge mamwe maindasitiri asingafarirwe, zvinokurudzirwa kushandisa dzimwe nzira dzakajairwa kuti dzitange dzakatetepa wozopamhama kuyedza. (Vashandisi vekushambadzira vanotariswa kunze kwechaunga chakanangana nechaunga, asi iyo inofungidzirwa kufukidzwa yekuvhara inodawo kutariswa).

Nhoroondo yezvinyorwa: Iko fungidziro haingosanganisi hunhu hwemushandisi (iyo yekukwezva modhi ndeye), asi zvakare zvinoenderana nekugadzira uye peji. Pano, nhoroondo inogona kusanganiswa nemamwe maakaundi kana kushambadzira traffic zvinhu uye indasitiri traffic zvinhu mu yapfuura.Kopa kana dzidza kubva papfungwa dzepakati muzvinyorwa zvekumhanya. (Kuteedzera, mifananidzo, mifananidzo,Munhu, mapuropu, mimhanzi, nguva, nezvimwewo, pwanya chinyorwa chekugadzira, bvisa, bvisa, uye wochibatanidza zvakare. )

Budget: Ichi ndicho chimiro chinokanganisa vhoriyamu, uye iyo yepasi kukosha ichatorwa pamwe chete neakaundi, chiyero, chirongwa, boka, uye kushambadzira. (Zvimwe zvinotsanangurwa pasi apa)

Nguva: Parizvino, chikuva chega chega chine nguva yakasiyana yekutanga kutonhora, zvirinani zvinokurudzirwa kuichengeta kwemazuva 2-7.

2. Kuverengera modhi yeruzivo kuyerera kushambadza kuiswa

1. Huwandu

Kuwanda kwenhamba yeshanduko, kunowedzera kukwana data dimension, uye iyo fungidziro inogona kuve yakarurama.Iye zvino chikuva chine nhamba 0 zvakananga mualgorithm ine hungwaru (zvakare zvichibva pane yakakwana data mumaindasitiri akafanana).Zvinodiwa zvepuratifomu imwe neimwe zvakasiyana, 6, 10, 20, 50 kana kutopfuura, kureva kuti, bhajeti rekushambadzira rinofanira kukwana kuti uwane kugadzikana kwemuenzaniso.Asi zvakare zvinoenderana nemutengo weiyi shanduko mune yako indasitiri uye yako wega bhajeti kugona.Kana iyo indasitiri iri mashoma yuan kana makumi eyuan, ipapo kunyange makumi mashanu kutendeuka kunodhura chiuru cheyuan, asi mune mamwe maindasitiri, avhareji CPA inogona kusvika mazana kana zviuru, unogona kuseta kushoma kutendeuka data bhajeti kudzivirira mutengo kubva pakuva. zvakanyanyisa..

2. (Crowd conversion material)

Panyaya yekuparadzanisa modhi, zvinogona kunzwisiswa kuti vanhu vakasiyana vanoona nzira dzakasiyana dzekutendeuka dzezvinhu zvakasiyana, uye kunyangwe nhanho yemabhidhi ichakanganisa modhi (iyo dziva rekuedzwa rakasiyana).Iyo yakanyanya kudzika nzira dzekushandura (zvakadai sekutenga zvakananga, kana kutotengwa kwemitengo yakasiyana yevatengi, senge yuan 1 uye 9 yuan, 49 yuan zvigadzirwa.) Izvo zvakanyanya kuoma, hongu, izvi zvinoenderanawo ne industry. (Kana paine maindasitiri akadai semafomu edzidzo uye kutenga kwakakurumbira, zvinokurudzirwa kushandisa nzira imwechete yekudzidza kubva kune referenzi data).

2. Kuvandudzwa kwezvinhu

Isu tichadhirowa pachedu kana indasitiri yenhoroondo data seyakafungidzirwa kukosha kwekutanga kuitira kuti modhi iwanikwe mushe.Asi mushure mekuenda kuburikidza nemuenzaniso, inosungirwa kutarisana nekuderera kwezvinhu.Uyezve, sezvataurwa pamusoro apa, musimboti wekushambadza kweruzivo ndeye zvinhu, uye kutungamira kunongotsanangura boka rakafukidzwa, richibvumira hurongwa kuwana maitiro aya, asi pakupedzisira, kana mushandisi anoita kana kwete zvinoenderana nezvinhu.Izvi zvinosanganisira huwandu hwezvinhu, kuwanda kwekuburitswa kutsva, nzvimbo yekutengesa, chimiro chekutaura, uye kunobva kurudziro. (zvakadzama pazasi)

3. Zvinangwa zvakakosha: mutengo uye huwandu

Kukwenenzverwa kwezvinetso zviviri zviri pamusoro zvichiri kuda kudzokera kuzvinangwa zvedu zvekupedzisira: mutengo (CPA=cpm/ctr*cvr) uye vhoriyamu (shanduko yevhoriyamu=exposure*ctr*cvr), inoda kuparadzaniswa sekushambadzira kweSEM. ndeye kugadzirisa pesvedzero zvinhu zvekuratidzwa, cpm, ctr, uye cvr uye zviito zvekugadzirisa zvinogona kuitwa.

(1) Kuratidzwa

1. Zvinhu zvekunze: zviitiko zvezuva nezuva zvepuratifomu, nguva, tonality yemushandisi, zvigadzirwa zvinokwikwidza (huwandu, hurongwa, bhidhi), mazororo, frequency control (senge mifananidzo mikuru, nhamba yezviziviso zvakafanana, nezvimwewo)

2. Zvinhu zvemukati: kutaridzika, kukosha kwe ecpm (cpa * Pctr * Pcvr * bid), bhajeti, nguva yenguva, maakaunti akawanda, nzvimbo yekushambadzira, rudzi rwezvinhu (ingave mapoka ose), nzira yekubhadhara, inoshandisa volume mode, nezvimwewo.

(2) ctr

Nzvimbo yekushambadzira, zvinhu, chimiro, nguva, mhomho, nezvimwe (Zvichiri zvinoenderana nekuchinja kwekunze kwemusika uye nharaunda yemushandisi)

(3) cvr

Boka, peji (content conversion entry), kugadzira peji relevance, nezvimwe.

(4) cpm kukosha

Own bhidhiri, indasitiri kukwikwidza, papuratifomu-yakavakirwa kubhidha

0. Iyo 1 ~ XNUMX yekupinda mutemo weiyo ruzivo inoyerera advertising algorithm modhi

Pano isu tichawedzera kunatsa kana kuwedzera, ndedzipi nhanho dzinofanirwa kuitwa mu 0-1 maitiro ekushambadzira ruzivo?

Kushambadza kwakanaka kufadza vanhu vakarurama (kunangidzira, modhi yeruzhinji) nenzira kwayo (zvigadzirwa, zvigadzirwa, nzvimbo dzekutengesa) panguva chaiyo uye mune chaiyo mamiriro (puratifomu, nzvimbo yekushambadzira), uye panguva imwe chete, iyo. inoda kuyerwa nemutengo wakaderera.

chigadzirwa chekambani:

Chete kana chigadzirwa chine monopoly kusiyanisa mukana, chigadzirwa chine shanduko yekuchinja, zvikasadaro zvinoenderana nemakwikwi echiteshi.Vazhinji vavo vanoongorora zvakanakira zvigadzirwa zvekambani yavo munyaya yemakwikwi akazara emusika, kudzivirira simba remakwikwi ezvigadzirwa, uye vanogona kurova marwadzo evashandisi, kuitira kuti vagone kuratidzwa mune zvekutevera zvinhu.Mushure mekunzwisisa zvakanakira zvigadzirwa zvekambani, unogona kuwana nzvimbo yekutengesa yezvinhu zvinogona kuve kunze.

(1) Kambani: Kusanganisira iyo nguva yekugadzwa, kumashure, hunhu, chiyero, rukudzo, sevhisi, makesi uye mamwe mativi ekuongorora, kana paine yekunze nzvimbo yekutengesa.

(2) Chigadzirwa: Bvisa mapoinzi anogona kuburitswa kubva kune zvinonetsa mushandisi senge mutengo, basa, manzwiro, uye chiitiko.

Platform ruzivo:

(1) Algorithm yedata: inosanganisira zviitiko zvezuva nezuva zvepuratifomu, mashandisiro uye nguva, zviyero zvedata, uye nzira dzekutarisa.

(2) Mapikicha emushandisi: kunyanya kuongorora toni yevashandisi vepuratifomu, uye kuti ndeapi makopi masitaera uye maitiro avanoda.

Ruzivo rwemushandisi: mapikicha emushandisi, zvinodiwa nemushandisi, zvinonetsa mushandisi, kushandiswa kwemushandisi

(1) Mufananidzo wemushandisi: hunhu hwechisikigo, hunhu hwechishandiso, hunhu hwekufarira, hunhu hwekuita (tsvaga,E-commerce, zvemagariro, APP, LBS)

(2) Zvido zvemushandisi: izvo zvinokurudzira uye zvinorwadza zvevashandisi kushandisa chigadzirwa / sevhisi yako

(3) Kutarisisa kwemushandisi: ndiko kuti, chikonzero nei vashandisi vachikusarudza iwe. (kubva kune chigadzirwa uye kutsigira)

(4) Kushandiswa kwemushandisi: kugona kushandisa, kushandiswa kwepfungwa, pfungwa yekushandisa

Ruzivo rwuri pamusoro runogona kushandiswa mumaturusi ezvishandiso, mamepu akakosha ekudiwa, mishumo yeindasitiri, kukwikwidza chigadzirwa kuongororwa, mhinduro yeongororo yevashandisi, nharaunda yemagariro ekutaura mapuratifomu, kushambadzira chikuva DMP mufananidzo wekuongorora, kubvunzurudza kwekutengesa kwevatengi, CRM data kuongororwa, nezvimwe.

Ruzivo rwechigadzirwa chemakwikwi: Inonyanya kuongorora zvinhu zvayo zvekutengesa zvekunze uye ruzivo rwechigadzirwa chekambani, uye inowana mapoinzi akapatsanurwa ekutengesa anogona kudzivirira mabhenefiti ayo asi anogutsa vashandisi vanonangwa.

Mhomho yemhomho: musimboti, chinangwa, vangangove vateereri uye maitiro ekuvavarira

Core kunangwa: mazwi (akadai semhando, vakwikwidzi), dmp shanduko, maitiro (tevera, tsvaga, tenga, dhawunirodha, LBS pachayo kana vakwikwidzi)

Targeting: mazwi (akadai sezvigadzirwa zvegeneric), maindasitiri mapakeji, zvekutanga zvinofarirwa

Zvinogona kutariswa: mazwi (senge mhomho, mazwi eindastiri), mapeji echipiri uye epamusoro ane chekuita nekufarira

Peji yekugadzira:

(1) Mapoka akasiyana evanhu anogona kutora akasiyana ekugadzira ekutengesa mapoinzi, senge epakati peboka remhando uye zviitwa, yeboka rinotariswa iro rakapatsanurwa chigadzirwa chekutengesa nzvimbo, uye iro ringangove rinotarisisa zvakanyanya pamusoro pezvidzikiso zvehutano uye kugadzira zvishuwo zvekufarira, nzvimbo dzekurwadziwa uye kuwedzera kunetseka, etc.

(2) Tora dzidzo semuenzaniso: vanhu (vadzidzisi, vadzidzi, vabatsiri vekudzidzisa, vabereki, munhu asina kuroora/akawanda), michina (props), zvekushandisa (mabhuku, mabhokisi ezvipo, mabhuku, zvinyoreso, manotsi, mepu dzepfungwa), nzira. (mitoo, Unyanzvi, zvibodzwa zveruzivo), uye zvinhu zvinechekuita zvinosanganisirwa mumhete (kirasi, mhuri, nharaunda) zvinobviswa zvobatanidzwa.

(3) Mafomu ekutaura: graphic (mifananidzo mitatu, mufananidzo mukuru, mufananidzo muduku, grid, angle), vhidhiyo (kutepfenyura nemuromo, chirongwa, ruoko-pendi, ppt ...).

(4) Kutevedzana kwebvunzo: kuwanda seimwe, ipapo kubva kune imwe kuenda kune yakawanda. (Mafomu akawanda ekutengesa mapoinzi mafomu ebvunzo, tsvaga iyo inomhanya vhoriyamu zvinhu, uye wedzera kutenderedza zvinhu).

(4) Ruzivo rwepeji: iyo imwechete musimboti seSEM peji chikamu (kunyanya cherechedza kuti musoro mufananidzo uye kunze kwekunze zvine hukama zvakanyanya kana kunyange kuenderana, uye chifananidzo chekugadzira chinoshandurwa zvakananga).

(5) Tsime yemazano: maturusi ekufemerwa ekugadzira ekushambadzira mapuratifomu, kuverenga kwemanyorero, maturusi matatu anokambaira, keyword inoda mepu, nezvimwe.

Bid bhajeti:

1. Budget

（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), zviri nani kusave pasi pe1.5 nguva iyo chaiyo yekushandisa bhajeti. (Kana iyo chaiyo yekushandisa iri 10000, haifanirwe kunge yakaderera pane 15000).

(3) Maakaunti nemapoka ezviziviso anogona kuiswa.Pane musiyano mudiki pakati pezvirongwa zvehurongwa uye bhajeti rekupedzisira rinotsamira pane diki kukosha kwesara, account, chirongwa, uye boka, uye iyo chaiyo iripo chiyero chekushambadzira ichatorwa.

(4) Zvitsva zvekushambadzira zvichaiswa zuva rega rega kuitira kuchengetedza, uye bhajeti rehuwandu hwemhando dzakatsiga dzakashandurwa pazuva rimwe rekushambadzira rinofanira kuseunzirwa kushambadzira kuri online panguva imwe chete. (Semuyenzaniso, mumaindasitiri ane CPA yakakwira, isa parutivi 6 CPA bhajeti rekushambadzira 1) Kana CPA iri zana, bhajeti yekushambadzira kamwe inofanira kunge iri mazana matanhatu. 100-600 kushambadzira panguva imwe chete.Tarisa iyo data yemaawa makumi maviri nemana ekutanga, bvisa nekukurumidza kushambadza nedata rakashata, uye buritsa matsva.

2. Bidhi

(1) Bidhi neindasitiri uye kutsvaga kana inogamuchirika CPA, uye kuwedzera ne5% pahwaro hwechikumbiro chakapihwa.

(2) Kana zvisingabviri kutanga munzvimbo inotonhora uye pasina data, wedzera bhidhi kusvikira pane data data. (Exposure kupfuura 3000-5000 wobva waona uye gadzirisa)

(3) Kana pachine pasina mhinduro yedata, musanganiswa wekubhadharisa uye kumhanya vhoriyamu modhi, mabhajeti madiki, uye isina kudzika kutendeuka zvinangwa zvinogona kushandiswa kuunganidza kutendeuka data uye kuona zvinhu uye mhomho. (zvakadai se cpm, cpc inokurumidza kumhanya vhoriyamu).

data analysis:

Yakamira: Tarisa pamutengo (CPA=cpm/ctr*cvr) uye vhoriyamu (shanduko yevhoriyamu=exposure*ctr*cvr) uye nzira yekuronga ECPM=cpa*Pctr*Pcvr* bhidhi yekuongorora kuti ndeipi yekubatanidza data yakaderera pane avhareji ye musika, uye musimboti ndiyo wakaipisisa Dambudziko riri pakutsvaga zvinhu zvinofurira zvinogona kugadziriswa mune iyi link.

Yakachinjika: Platform, account, bhizinesi, hurongwa, boka, uye kushambadzira kubva kune yese kusvika kuchikamu kuti uwane iwo musimboti mutsauko unobata chinangwa, uye kukwidziridza kutenderedza chiyero ichi.