Therefore, whether it is the advertising page on the PC side, the landing page, or the advertising page on the mobile side, or the direct jump to the mall, the game introduction in the mall, etc., the company up and down, under the supervision of Chu Lingyan, must be strictly controlled to ensure that the conversion rate of every page and every user can be maximized.

Grasping the channels (quantity) of delivery and the conversion rate (quality) of users are the two fundamentals of refined marketing.

"Manager, 47 Play has recently been promoting a strategy page game called "The Easy Emperor", and now it is bidding with us on major platforms, and it is menacing, and the bid is very high. Our advertising space has been instantly suppressed by them. ”

In the marketing department office of Tenglong online games, Zhao Ze, an advertising specialist, said.

Chu Lingyan frowned slightly, the page game company in Nanpai Yuecheng is very ruthless, they have always burned advertisements, and they don't blink their brows, they are all overwhelmingly robbed.

Chu Lingyan felt that the company would play with 47 in advertising bidding, which was not surprising at all.

"What's your bid now?" Chu Lingyan walked over and said.

"The average CPC (cost per click) is about 7 yuan. ”

"Add another 0.5 yuan!"

"Good!"

"How's the ranking?"

"Didn't move, the first three were still 47 playing, we were at the tail. ”

"Add another 1 yuan!"

"Okay!" After Zhao Ze readjusted the price, he refreshed the page, and then said: "Our advertisement has gone up, ranking in the third position." ”

"8.5 yuan, the low price of the third advertising space of 47 play, record this data, and do a good job of tracking the bidding of the opponent's advertising position every day. ”

"Okay, manager!"

"Now, add another $1. ”

"Another 1 yuan increase??" Zhao Ze turned his head in surprise to look at his beautiful superior, if the last price increase was to test the opponent's bottom price, then this time, is it a bit high?

Zhao Ze muttered in his heart, but he still complied.

At this time, he was surprised to find that after only adding 1 yuan, his advertising space suddenly jumped to the first position.

"What's going on? Is 9.5 yuan the top?"

"Now minus 0.5 yuan!" Chu Lingyan continued.

Zhao Ze complied, but to his surprise, his own advertising space was still in the first place, which was a bit confusing.

Under the guidance of Chu Lingyan, after continuous price adjustment tests, Zhao Ze finally locked the three advertising spaces of 47 play, and the prices were in the three ranges of 8.3 yuan, 8.4 yuan, and 8.5 yuan.

Obviously, this kind of multi-account operation can greatly crush the competitive price of the opponent, and ensure that the account of your own side will rank high and will not burn money indiscriminately.

If it is a rookie, in order to play 47, you may directly bid 10 yuan.

But for a single-click advertisement, this is simply a waste of money, in fact, you only need to bid 8.6 yuan, you can reach the first place of the advertisement, and the remaining 1.4 yuan for a click is a waste.

In the ocean of the Internet, don't underestimate the 1.4 yuan, there are hundreds of millions of netizens, and you may burn a lot of money unknowingly in one night.

"It's not good, the advertisement of 47 play has gone up again, and it is pressing on our heads again. ”

Just in the first advertising space to stand firm for less than half an hour, the opponent's marketing specialist also shot, after several multi-account "price exploration", perfectly locked in the price position of 8.7 yuan, only a little pressure on Tenglong online game company, you can grab the good recommendation position above.

Zhao Ze adjusted the price again, because Tenglong Online Game Company is also a multi-account operation, and quickly found out the bid of 47 Play this time, and pressed it up with the smallest increase.

But soon, in less than twenty minutes, he was pressed down by the other party again. The two sides made a few moves, and in the end, Zhao Ze was surprised to find that the 47 players pulled a wave of climax, and directly soared to 14 yuan with one click, and pulled 3 yuan in one go, which is a bit high.

Zhao Ze looked at Chu Lingyan in surprise.

"Let's turn it back to 7 yuan, our goal has been achieved, let's let them burn on 14 yuan for a while, and once they jump down, we will go up again, that is, we will kill them and burn them on 14 yuan. Chu Lingyan said.

Chu Lingyan's bidding idea is right, when the other party is in a situation of "high price and oppression", we have to take the method of bluffing. Let the other party be impatient, impulsive, raise the price in one go, and then wait for their day's funds to be consumed, and the second half is the time for us to exert our strength.

For each game company, there is a line at the top of the daily advertising quota, which cannot be higher or less.

When the daytime expectations are too high, they have to reduce the budget for the night, and this second half becomes the stage for the counterattack of those who are well stocked with ammunition.

After all, the company is the boss's, but the dead salary is its own, and there will always be no advertising bidding specialists, who stare at the computer 24 hours a day and don't eat, always eat, drink, and sleep after work.

Once the budget in the early stage is burned out, you can't operate in the position in the later stage, so you can only turn conservative.

Therefore, advertising bidding, whether it is search or information flow, in the same case of the same technology, the ultimate fight is the responsibility and diligence of the specialist.

The commissioner of 47 was forced to a high price by Zhao Ze and kept it for a long time, as long as they tried to bring the price down, Zhao Ze immediately went up to grab the position.

In the end, when it was close to the end of work, sure enough, the commissioner of the other party may have chosen the middle price after the last price test, perhaps because the budget is not enough, or because he is impatient.

Taking advantage of this opportunity, Zhao Ze went up with three more accounts, and this time the other party finally admitted it and stopped bidding with Zhao Ze to grab a good advertising space.

Zhao Ze occupied the first three most important positions with 7.1 yuan, 7.2 yuan, and 7.3 yuan respectively, occupying the peak traffic period tonight.

Similar bidding wars are staged on the mobile and computer terminals of the Internet almost every day, and Chu Lingyan has long been surprised.

Moreover, with the exposure of news, reviews, videos, etc. of "Stars" in major media, more ad-free users will be attracted to increase the ranking weight of their advertising pages, so as to slowly bid farewell to the way of simple advertising bidding with opponents.

These soft ads, brand ads, are, in a sense, the perfect complement to bidding ads.

Try to think about it, if you click on an ad for a game, it may be a mistake, it may be curious, and you may not actually download it to play it, but if you first see a news article about the game, become interested in it, and then go to the Internet to search for its official website, then the desire to play is stronger.

Therefore, advertising can not be just a simple advertisement, in addition to the channel and volume to be large and wide, the conversion rate of the advertising page should be high, other soft marketing, must also keep up, so that its reputation and "potential" can slowly condense.