Reopening: Price and magnitude trends that restart after Facebook-Google ads are turned off
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Often the inevitable leader said we would pause the drop, after two days to give me the full running....
So usually we'll find that turning off the ads a few days later, when you start, there's a retaliatory surge, and the unit price is pretty good.
(If you haven't encountered the above problems, then you are investing in a market that is too large, or that your scale is too small to be too poor to meet this problem in general)
Why is this happening?
First of all, the entire advertising market as a vegetable market analogy, the market of potatoes constant, buy more people, the volume of large, merchants will increase prices to discourage the poor do not buy, no one buys, merchants on the price of half-sold half-sold. But merchants in the price increase and price reduction when there are some lag, can only be based on the market to buy more people and bid situation gradually to dynamic price adjustment.
Generally two directions
1, price: small plate area or magnitude is large enough, single-category users may be concentrated by their own single product or multiple products to buy, the right crowd is limited, want to get the amount will gradually increase to their maximum acceptable price, resulting in the overall CPM is relatively high. When the ad is suspended, the whole suitable for this category of user group of people overall purchase competitiveness fell, a few days later this part of the population of cpm price significantly reduced (no one buys, or buy less people, the price will be reduced), when re-launched (usually we do not lower the bid), The price we actually run out of will be lower than before our suspension.
2, the magnitude, two factors impression of the magnitude, on the one hand, we did not reduce the price, and this part of the population cpm lower than before, then we equivalent to the price is higher than the corresponding population of the current cpm level, then the short-term magnitude will burst up. On the other hand, after our long time, the stock of the market is lower, but if we stop for a few days or more, the target group in the market is a little bit more bloody, so the target crowd at the time of the restart is more than before we paused, more can buy more.
Of course, generally can also be cool for two or three days, unit price and gradually return to your highest acceptable level, and the magnitude also returned to the level you should have, continue to struggle.
Of course, if the local competition is very large, even if you are a big dog, you may let out the flow will soon be taken away by others, there is no such phenomenon, will only let other families are a little bit cool, "yo, today more than oh, estimate which dog big family vacation." "
How is it appropriate?
1, if you are a big household, have money to measure, then how to bid on how to bid, to run hard.
2, if you are a big family, want to save some money, then before the restart, the appropriate price reduction, the bid is high enough, before running not very good but because the magnitude is not enough to dare to turn off the dry, rebuild a wave. Run a little more slowly, slowly increase the price and so on to the balance stage.
3, if you are not a big family. You don't have this problem....
Speaking of this dynamic real-time price adjustment suddenly thought of the futures market, Facebook actually has a similar function, running Reach ads can choose to schedule ahead of time, booking such as a week later how many CPM volume, probably in what price, it seems to be in order to sell their traffic in advance, When everyone makes a pre-order for how many potatoes to buy next week, we know what the price of potatoes is more appropriate next week.
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