Monetizing overseas traffic, 4 categories and 12 points of Ecpm improvement are worth collecting

In the article "To realize overseas traffic and increase advertising display volume, it is enough to master these two core factors", we provided a formula. To increase advertising revenue, advertising display volume is an important Factors, this article will focus on another key factor "ECPM". Ecpm may be the most frequently used term in commercial monetization. There are also many questions about Ecpm, such as "Why does my Ecpm fluctuate?" ", "How to quickly increase Ecpm" and so on, related questions.

First of all, let's take a look at what Ecpm is. The Ecpm of the advertising platform is calculated and is a measure of advertising effectiveness. Indicator, that is, the revenue brought by 1,000 ad impressions, Ecpm=1000*Revenue/Impression, Ecpm represents the value of ad display;

From the developer side, APP category, user attributes, user volume Level, advertising scene, advertising type, etc. all determine the fluctuation range of Ecpm. So when you encounter some questions related to Ecpm, such as "Is Ecpm 1 dollar high?" ", "How to increase the cpm of FB's E platform? "Why does my Ecpm fluctuate?" "Wait a minute." There are too many factors that affect Ecpm and it is impossible to give a direct answer. From the advertiser's side, the advertiser determines the Ecpm price. The advertiser has two main needs. One is conversion volume (APP installation/registration/order/ Subscription), the higher the conversion rate, the higher the Ecpm. Another demand is brand exposure, such as Black Friday, Double 11 and other major promotions, which will drive the growth of the entire market Ecpm.

Ecpm is dynamic. It changes, and there are many influencing factors. What are the specific influencing factors?

Client:

1. Product categories: The Ecpm of the game category is higher than that of the tool category. The advertising types of the game category are mainly incentive ads and interstitial ads. The tool category is mainly native and interstitial ads. The Ecpm of incentive ads is generally higher than interstitial and native ads. Some people may say the same Will there be differences in advertising scenarios for the same advertising type? The answer is the same. Assume that tool products and image app products have the same user type, the advertising scenarios are all result pages, the advertising types are all native ads, and the tool Ecpm is higher than the image app product. App-like result page Ecpm is due to differences in user behavior and CTR. The user action on the tool result page is completed, and may be attracted by the content and advertisements on the result page to stay and click. However, the user action on the picture app result page is completed and the user wants to further share or use the photo. As a result, the result page stay is shorter, the ad content is less viewed, the CTR is lower, and the Ecpm is relatively low. It is also a tool product, and VPN products also have this feature. If the user successfully connects, he will use other products.

2. User attributes: The Ecpm of new users is higher than the Ecpm of old users. New users are curious about product functions, browse many pages, click on advertisements and have relatively high conversion rates, so the Ecpm is relatively high;

Developed countries The Ecpm is higher than that of developing countries. Countries are generally divided into three echelons: the United States in the first echelon, developed countries such as the United Kingdom, France, Australia, Italy, Germany, and Japan in the second echelon, developing countries such as India, Vietnam, Thailand, Africa, and Pakistan in the third echelon. Developed countries The higher the user proportion, the higher the Ecpm, and the higher the promotion CPI compared to developed countries. It is necessary to weigh the input and output.

Advertising platform:

1. Time factor: Q1. Q3 is a downward trend in Ecpm, and advertisers are reducing their budgets. Q2 and Q4 are an upward trend. In Q4, due to Thanksgiving, Black Friday, and Christmas e-commerce activities, promotion demand has expanded, competition has intensified, budgets have increased, Ecpm has increased significantly, and Thanksgiving revenue and eCPM is higher than the daily average throughout the year, reaching the first peak, and Christmas revenue and eCPM reach the peak of the whole year; in Japan, mid-to-late March is the peak season for the advertising market until the start of the new fiscal year on April 1st. /p>

2. Algorithm adjustment: The internal algorithm of the advertising platform is basically a black box. Through long-term cooperation and the iteration of the advertising platform itself, some impacts can be felt, such as the adjustment of the weight of certain countries and the adjustment of the number of own advertising impressions. , the machine learning process of new accounts and new APPs, Ecpm will have certain fluctuations and changes, and communication with the platform must be strengthened.

3. Advertising platform failure: The advertising platform itself is also a product, and there will definitely be problems such as upgrades, fault repairs, iterations, etc., but it is generally difficult to know unless there are abnormal fluctuations.

4. Demand factors: For individual categories or advertisers, such as game advertisers, when a game is in its growth stage, it will increase its promotion budget. The conversion rate of game advertising in the game category is higher than that in other categories. If the ad space of some games is higher, the conversion rate will be higher, and the Ecpm will fluctuate upward.

Promotion:

1. Promotion channels: Overseas promotion mainly uses Facebook, Google, and online alliances as the main promotion channels. If users from the same country are purchased through different channels, the Ecpm will also be different. , the Ecpm of users who purchase through online alliance channels is relatively low, but the corresponding CPI will also be cheaper. In addition, online alliances have the problem of fake sales, which makes identification difficult.

2. Delivery plan: Crowd positioning directly affects advertising Ecpm. As mentioned in the client, Ecpm in developed countries is much higher than that in developing countries, and the relative CPI will also be high. The main factor is whether the ROI can Profitable; when promotional materials are positioned to cover the same category, Ecpm is relatively the best. For example, for game product promotion, the Ecpm for targeting the game category crowd is higher than the targeting tool crowd.

Commercial:

1. Base price: Set the target revenue per thousand times for each slot ID allocation in the waterfall flow to maximize advertising revenue; set the waterfall flow target Ecpm to increase the original Advertising slot Ecpm has increased by more than 25%; all advertising types of FB and Admob support setting target Ecpm; FB and Admob support national geographical location settings, and FB also supports country grouping settings; please note: Admob can place up to 3 layers of IDs in one location , more than 3 and violations, FB can set target Ecpm for up to 5 IDs in one advertising area. It is better to set a floor price for independent operation of users from top countries in DAU.

2. Channel: The impact on Ecpm is obvious. FB channel has advantages in native advertising, and Admob has advantages in interstitial advertising. In addition to these two standard channels, if your own brand and traffic are large, you can use Direct customer cooperation will bring better returns. If the traffic is not large, SSP platforms will also have good Ecpm orders, such as Smaato, Display, Fyber and other platforms, so communicate frequently.

3. Advertising types: When choosing advertising styles, the principle is to choose advertising styles with higher monetization efficiency. Incentive video and interstitial advertising have the highest Ecpm, followed by native advertising and banner advertising; according to Google data, incentive Video Ecpm is about 10 times that of banner ads, and interstitial ads are about 5 to 6 times that of banner ads.

4. Advertising scenario: The Ecpm of the advertising space on the opening page is generally higher than the Ecpm of the result page, the Ecpm of the advertising space on the results page is higher than the home page advertising space; the Ecpm of the advertising space at the bottom of the product page is higher than the advertising space at the top of the page. The Ecpm of the advertising space on the first screen is higher than the Ecpm of the advertising space on the second screen and below. Personal experience is for reference only.

5. Advertising style: The more complete the ad content is, the more the ad attracts users. The Ecpm is relatively high; the ad is attracted by users, who are willing to click on the ad, and then there are more conversions, the better the Ecpm, and CTR directly affects Ecpm. But be careful not to violate the rules. It is more dangerous if the CTR of the FB channel exceeds 5%.

Through the three articles of "Guidelines for Commercializing Traffic Going Global", we have basically answered the questions related to how to monetize going overseas. However, in fact, monetizing traffic involves a lot of content. For example, how to open an account on each platform? How to receive payment? How do Admob US households fill out tax forms? How to choose various advertising scenes and channels for games, tools, photography and other categories, as well as the selection and configuration of aggregation platforms, etc., I will gradually produce in the future. The above content only represents personal suggestions. If you have any questions, please feel free to communicate.