定向已死，宣传买量将何去何从
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>优化师的尽头是素材优化，素材优化的核心是素材归因。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c1124e8cc98f402a85d0c9c6aefb372c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914032&x-signature=XuVRqb5vKhSlT0ESQnD6vf6cfwM%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2015年，谷歌<span style="color: black;">宣传</span>UAC（Universal App Campaigns）通用应用<span style="color: black;">宣传</span>系列发布。<span style="color: black;">迄今</span>7个年头，UAC经历了1.0、2.0、2.5、3.0，时<span style="color: black;">迄今</span>日各大<span style="color: black;">媒介</span><span style="color: black;">宣传</span><span style="color: black;">亦</span>都<span style="color: black;">持续</span>跟进，Facebook的 AAA<span style="color: black;">宣传</span>，腾讯的兴趣<span style="color: black;">行径</span>、人群包定向等下线。所有<span style="color: black;">媒介</span>殊归同途，这些变化<span style="color: black;">有些</span>源于<span style="color: black;">商场</span><span style="color: black;">规律</span>，<span style="color: black;">有些</span>源于时代大环境使然，<span style="color: black;">例如</span>隐私政策带来的ios14.5的ATT政策等等。<span style="color: black;">针对</span>优化师<span style="color: black;">来讲</span>，<span style="color: black;">能够</span>操作的空间进一步被压缩。在这一大的趋势下，<span style="color: black;">倘若</span>优化师还是过去的思路，<span style="color: black;">那样</span>可能被优化的<span style="color: black;">便是</span>优化师自己了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">UAC<span style="color: black;">宣传</span>，只需要上传素材，做<span style="color: black;">有些</span><span style="color: black;">基本</span>的配置，<span style="color: black;">例如</span>国家、预算等，其他均交给<span style="color: black;">设备</span>去优化的<span style="color: black;">宣传</span>投放模式。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">UAC1.0：<span style="color: black;">目的</span>为安装量</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">UAC2.0</span><span style="color: black;">：</span><span style="color: black;">目的</span>为安装量+可能执行的事件</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">UAC2.5</span><span style="color: black;">：</span><span style="color: black;">目的</span>为应用内高价值事件，<span style="color: black;">通常</span>多为付费</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">UAC3.0：<span style="color: black;">目的</span>为转化价值，多为ROAS</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个时代的终结，一个时代的开启。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>投放上，人，慢慢让位给"<span style="color: black;">设备</span>"。这是一种必然，<span style="color: black;">亦</span>是一种宿命。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">感慨到此结束，毕竟<span style="color: black;">咱们</span>还是要拥抱现实，去“破立”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">破</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">通投、拉满</strong>，是我<span style="color: black;">此刻</span>看到最多的投放策略，不得已而为之的手段。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在这种手段下，<span style="color: black;">倘若</span>能让自己的KPI能够完成，一看运气，二看<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看运气：好巧不巧，模型学习正循环，找到了适合你<span style="color: black;">制品</span>的<span style="color: black;">哪些</span>人，顺顺利利<span style="color: black;">经过</span>冷<span style="color: black;">起步</span>，开开心心爆量爆R。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>足够好，个个是原神。随便通投，随便铺。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然而现实并不是<span style="color: black;">这般</span>，<span style="color: black;">怎样</span><span style="color: black;">才可</span>破局呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">素材即定向</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>团队基于<span style="color: black;">咱们</span>当前的素材体系的能力联合优化师<span style="color: black;">朋友</span><span style="color: black;">一块</span>和某个头部<span style="color: black;">媒介</span>做了<span style="color: black;">有些</span><span style="color: black;">科研</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就，随便选个其中某条结论示意示意吧。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6acc962a12c342509397793ebafda4e2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722914032&x-signature=EkWfazKVQR9T0Sd%2BaFuDXJZaORE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这个图带来的结论送给有缘人吧，我<span style="color: black;">亦</span><span style="color: black;">不可</span>多说什么。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你<strong style="color: blue;">看明白了</strong>其中的奥<span style="color: black;">秘</span>，后面的内容<span style="color: black;">亦</span><span style="color: black;">不消</span>看了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你<strong style="color: blue;">没看明白</strong>其中的奥秘，后面的内容<span style="color: black;">亦</span><span style="color: black;">不消</span>看了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">立</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">破的思路是，打破过往<span style="color: black;">经过</span>优化人群定向的方式来优化<span style="color: black;">宣传</span>的思路，用素材来<span style="color: black;">处理</span>定向的问题，<span style="color: black;">然则</span><span style="color: black;">怎样</span><span style="color: black;">才可</span>用素材来定向呢。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">素材，数据化。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">脚本创作数据化、素材制作数据化、多维标签数据化、衍生<span style="color: black;">归类</span>数据化、效果归因数据化。</p>当这些都做好了，应该就<span style="color: black;">能够</span>立住了。
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者：颠木 分享<span style="color: black;">宣传</span>技术。</p>
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