{"id":9839,"date":"2022-08-02T11:00:27","date_gmt":"2022-08-02T03:00:27","guid":{"rendered":"https:\/\/www.i-spotmedia.com\/Blog\/?p=9839"},"modified":"2022-07-26T15:28:35","modified_gmt":"2022-07-26T07:28:35","slug":"meta-video-ad-solutions-part1","status":"publish","type":"post","link":"https:\/\/www.i-spotmedia.com\/Blog\/meta-video-ad-solutions-part1\/","title":{"rendered":"\u3010\u597d\u7269\u5206\u4eab\u3011\u54c1\u724c\u7d93\u71df\u5fc5\u52dd\u5fc3\u6cd5\uff01Meta \u5f71\u7247\u5ee3\u544a\u6307\u5357\uff1a\u898f\u5283\u7b56\u7565\u7bc7 \ud83d\udd25"},"content":{"rendered":"
\n

\u4eca\u65e5\u8981\u4f86\u5206\u4eab Meta \u65bc\u672c\u6708\u91cb\u51fa\u7684\u8d85\u7d1a\u597d\u7269\uff1aMeta \u5f71\u7247\u5ee3\u544a\u898f\u5283\u6307\u5357\ud83c\udf08 <\/strong><\/p>\n

\u4ee5\u4e0b\u5c07\u5206\u70ba\u4e09\u6b65\u9a5f\u8b1b\u89e3\u3010\u6d3b\u52d5\u7b56\u7565\u3011\uff0c\u5e36\u8457\u5ee3\u544a\u7528\u6236\u9010\u6b65\u4e86\u89e3\u8a72\u5982\u4f55\u900f\u904e Meta \u5ee3\u544a\u7ba1\u7406\u54e1\u9032\u884c\u8a2d\u5b9a\u3001\u6700\u5927\u5316\u884c\u92b7\u6548\u76ca\u3002\u4e0b\u4e00\u7bc7\u4e5f\u5c07\u5e36\u4f86\u5f71\u7247\u898f\u5283\u904e\u7a0b\u4e2d\u7528\u6236\u5e38\u898b\u7684\u554f\u984c\u3002\u6709\u8208\u8da3\u7684\u670b\u53cb\u5011\uff0c\u9664\u4e86\u95b1\u8b80\u672c\u7bc7\u6587\u7ae0\u5916\uff0c\u4e5f\u5225\u5fd8\u4e86\u5728\u672c\u9031\u4e94\u56de\u5230 iSPOT \u661f\u7403\uff0c\u63a5\u6536\u6eff\u6eff\u7684\u77e5\u8b58\u80fd\u91cf\u5537 \ud83c\udf1e<\/strong><\/p>\n<\/blockquote>\n

\n

\ud83c\udfac Step1. \u6700\u5927\u5316\u5f71\u7247\u5b8c\u6574\u89c0\u770b\u6b21\u6578\uff1a\u63d2\u64ad\u5ee3\u544a<\/strong><\/span><\/h3>\n

\u63d2\u64ad\u5f71\u7247\u662f\u54c1\u724c\u6545\u4e8b\u884c\u92b7\u6d3b\u52d5\u4e2d\u4e0d\u53ef\u6216\u7f3a\u7684\u4e00\u90e8\u5206\uff0c\u63d2\u64ad\u5ee3\u544a\u662f\u51fa\u73fe\u5728 Facebook \u9577\u7bc7\u767c\u4f48\u5546\u5167\u5bb9\u4e2d\u5f71\u7247\u5ee3\u544a\uff0c\u54c1\u724c\u53ef\u4ee5\u5229\u7528\u63d2\u64ad\u5ee3\u544a\u50b3\u9054\u5b8c\u6574\u7684\u8a0a\u606f\u3002 \u4ee5\u4e0b\u5c07\u5206\u4eab\u5982\u4f55\u900f\u904e Meta \u7684\u3010\u5ee3\u544a\u7ba1\u7406\u54e1\u9078\u9805\u3011\u6700\u4f73\u5316\u5f71\u7247\u5b8c\u6574\u89c0\u770b\u6b21\u6578\u3002<\/p>\n

\u63d2\u64ad\u5ee3\u544a\u8a2d\u5b9a\u5efa\u8b70\u505a\u6cd5<\/strong><\/span><\/p>\n

\u2460 \u5ee3\u544a\u76ee\u6a19\uff1a\u76ee\u6a19\uff1d\u77e5\u540d\u5ea6 \/ \u6700\u4f73\u5316\uff1dThruPlay
\n\u2461 \u5ee3\u544a\u7248\u4f4d\uff1a\u624b\u52d5\u7248\u4f4d = Facebook \u63d2\u64ad\u5f71\u7247
\n\u2462 \u5ee3\u544a\u5275\u610f \uff1a\u65b0\u589e\u6216\u5efa\u7acb\u5f71\u7247
\n\u2463 \u6210\u6548\u8861\u91cf\uff1a\u884c\u92b7\u6d3b\u52d5 KPI = \u6bcf\u500b ThruPlay \u7684\u6210\u672c\uff1b\u4f01\u696d\u5f71\u97ff = \u54c1\u724c \/ \u8f49\u63db\u63d0\u5347<\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aMeta<\/figcaption><\/figure>\n

\u63d2\u64ad\u5ee3\u544a\u6700\u4f73\u5316\u79d8\u8a23<\/strong><\/span><\/p>\n

\u63d2\u64ad\u5f71\u7247\u6709\u6a5f\u6703\u5728\u6d88\u8cbb\u8005\u4f5c\u70ba\u89c0\u773e\u4e92\u52d5\u7684\u74b0\u5883\u4e2d\uff0c\u89f8\u53ca\u7406\u60f3\u5c0d\u4e26\u6295\u905e\u5b8c\u6574\u7684 15 \u79d2\u5f71\u7247\u5ee3\u544a\u7d66\u5ee3\u544a\u53d7\u773e\u3002\u7528\u6236\u6ce8\u610f\u529b\u589e\u52a0\u53ef\u4ee5\u63d0\u5347\u6210\u6548\u3002\u78ba\u4fdd\u4e0d\u540c\u7d44\u5225\u53ef\u4ee5\u9032\u884c\u6bd4\u8f03\u3002\u6bcf\u500b\u7d44\u5225\u4e4b\u9593\u7684\u6240\u6709\u8b8a\u6578\u61c9\u8a72\u76f8\u540c\uff0c\u4f46\u8981\u6e2c\u8a66\u7684\u500b\u5225\u884c\u92b7\u6d3b\u52d5\u8a2d\u5b9a\u9664\u5916\u3002 \u63d2\u64ad\u5f71\u7247\u5ee3\u544a\u5275\u610f\u54c1\u8cea\u5c0d\u65bc\u7248\u4f4d\u6210\u529f\u8207\u5426\u7279\u5225\u91cd\u8981\u3002\u5728\u958b\u59cb\u884c\u92b7\u6d3b\u52d5\u4e4b\u524d\uff0c\u53ef\u53c3\u8003\u3010\u5ee3\u544a\u5275\u610f\u6700\u4f73\u4f5c\u6cd5<\/a>\u3011\u3002<\/p>\n

\n

\ud83d\udcac \u8cc7\u6599\u4f86\u6e90\uff1aMeta \u5167\u90e8\u8cc7\u6599\u3002\u8cc7\u6599\u4f86\u6e90\u50c5\u9650\u53d6\u3010\u63d2\u64ad\u5f71\u7247\u5ee3\u544a\u3011\u3001\u3010\u5f71\u7247\u89c0\u770b\u6b21\u6578\u3011\u76ee\u6a19\u642d\u914dThruPlay \u6700\u4f73\u5316\u4e14\u9078\u64c7\u4e0d\u986f\u793a\u53ef\u7565\u904e\u5ee3\u544a\u3002<\/strong><\/p>\n<\/blockquote>\n

<\/h3>\n

\ud83d\udca6 Step2. \u64f4\u5927\u89f8\u53ca\u7bc4\u570d\u548c\u6ef2\u900f\u529b\uff1a\u52d5\u614b\u6d88\u606f\uff0b\u9650\u6642\u52d5\u614b\uff0b\u63d2\u64ad\u5f71\u7247<\/strong><\/span><\/h3>\n

\u4ee5\u57fa\u672c\u54c1\u724c\u884c\u92b7\u6d3b\u52d5\u70ba\u57fa\u790e\uff0c\u65b0\u589e\u63d2\u64ad\u5f71\u7247\u7368\u7acb\u884c\u92b7\u6d3b\u52d5\uff0c\u53ef\u4ee5\u8b93\u5ee3\u544a\u56de\u60f3\u7387\u63d0\u5347 1.5 \u500d\u3002\u5206\u70ba\u7d44\u5225\uff21\uff08\u5e38\u898f\u5ee3\u544a\uff09\u8207\u7d44\u5225\uff22\uff08\u542b 40% BAU \u9810\u7b97\u7684\u63d2\u64ad\u5f71\u7247\u5ee3\u544a\u548c\u5e38\u898f\u5ee3\u544a\uff09\u9032\u884c\u64cd\u4f5c\u3002<\/p>\n

\u5ee3\u544a\u8a2d\u5b9a\u5efa\u8b70\u505a\u6cd5\uff1a\u7d44\u5225\uff21\uff08\u5e38\u898f\u5ee3\u544a\uff09<\/strong><\/span><\/p>\n

\u4f7f\u7528 Facebook \u52d5\u614b\u6d88\u606f + \u9650\u6642\u52d5\u614b\uff08\u884c\u92b7\u6d3b\u52d5\uff21\uff09\u548c Facebook \u63d2\u64ad\u5f71\u7247\uff08\u884c\u92b7\u6d3b\u52d5\uff22\uff09\u7d44\u5408\u4ee5\u6700\u5927\u5316\u89f8\u53ca\u7bc4\u570d\u548c\u6ef2\u900f\u529b\u3002<\/p>\n

\u2460 \u5ee3\u544a\u76ee\u6a19\uff1a\u76ee\u6a19\uff1d\u77e5\u540d\u5ea6\uff0c\u6700\u4f73\u5316 = \u89f8\u53ca\u4eba\u6578\u6216\u5ee3\u544a\u56de\u60f3\u63d0\u5347
\n\u2461 \u5ee3\u544a\u7248\u4f4d\uff1a\u81ea\u52d5\u7248\u4f4d
\n\u2462 \u5ee3\u544a\u5275\u610f \uff1a\u6b63\u65b9\u5f62 1:1\uff08\u4e0a\u9650 15 \u79d2\uff09\uff1b\u76f4\u5411 9:16\uff08\u4e0a\u9650 15 \u79d2\uff09
\n\u2463 \u6210\u6548\u8861\u91cf\uff1a\u884c\u6d3b\u52d5 KPI = \u884c\u92b7\u6d3b\u52d5\u7e3d\u89f8\u53ca\u4eba\u6578\uff1b\u696d\u52d9\u6210\u679c = \u5ee3\u544a\u56de\u60f3\u63d0\u5347<\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aMeta<\/figcaption><\/figure>\n

\u5ee3\u544a\u8a2d\u5b9a\u5efa\u8b70\u505a\u6cd5\uff1a\u7d44\u5225\uff22\uff08\u542b 40% BAU \u9810\u7b97\u7684\u63d2\u64ad\u5f71\u7247\u548c\u5e38\u898f\u5ee3\u544a\uff09<\/strong><\/span><\/p>\n

\u4f7f\u7528 Facebook \u52d5\u614b\u6d88\u606f + \u9650\u6642\u52d5\u614b\uff08\u884c\u92b7\u6d3b\u52d5\uff21\uff09\u548c Facebook \u63d2\u64ad\u5f71\u7247\uff08\u884c\u92b7\u6d3b\u52d5\uff22\uff09\u7d44\u5408\u4ee5\u6700\u5927\u5316\u89f8\u53ca\u7bc4\u570d\u548c\u6ef2\u900f\u529b\u3002<\/p>\n

\u2460 \u5ee3\u544a\u76ee\u6a19\uff1a\u76ee\u6a19\uff1d\u77e5\u540d\u5ea6\uff0c\u6700\u4f73\u5316\uff1dThruPlay
\n\u2461 \u5ee3\u544a\u7248\u4f4d\uff1a\u624b\u52d5\u7248\u4f4d = Facebook \u63d2\u64ad\u5f71\u7247
\n\u2462 \u5ee3\u544a\u5275\u610f \uff1a\u65b0\u589e\u6216\u5efa\u7acb\u5f71\u7247
\n\u27a1\ufe0f \u5efa\u8b70\u4f7f\u7528\u5f71\u7247\u5ee3\u544a\u9577\u5ea6 5-15 \u79d2\uff0c\u6c34\u5e73\u65b9\u5411\u4e14\u542b\u6709\u5b57\u5e55\u7684\u683c\u5f0f\u3002
\n\u2463 \u6210\u6548\u8861\u91cf\uff1a\u884c\u92b7\u6d3b\u52d5 KPI = \u6bcf\u500b ThruPlay \u7684\u6210\u672c\uff1b\u4f01\u696d\u5f71\u97ff = \u54c1\u724c \/ \u8f49\u63db\u63d0\u5347<\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aMeta<\/figcaption><\/figure>\n

\u63d2\u64ad\u5ee3\u544a\u6700\u4f73\u5316\u79d8\u8a23<\/strong><\/span><\/p>\n

\u2460 \u6210\u6548\u8861\u91cf\u89e3\u6c7a\u65b9\u6848\uff1a\u54c1\u724c\u6307\u6a19\u63d0\u6607
\n\u2461 KPI\uff1a\u63d0\u5347\u5e45\u5ea6\u3001\u53d7\u5230\u5f71\u97ff\u7684\u4eba\u6578\uff08\u63d0\u5347\u5e45\u5ea6 X \u89f8\u53ca\u7387\uff09\u3001\u6bcf\u500b\u53d7\u6b63\u9762\u5f71\u97ff\u7684\u7528\u6236\u6210\u672c
\n\u2462 \u89f8\u53ca\u7387\uff1a\u6bcf\u7d44\u81f3\u5c11\u5169\u767e\u842c\u4eba
\n\u2463 \u983b\u7387\uff1a\u5e73\u5747\u6bcf\u9031\u5169\u6b21\uff08\u6bcf\u9031\u983b\u7387\u4e0a\u9650\u70ba\u56db\u6b21\uff09
\n\u2464 \u6301\u7e8c\u6642\u9593\uff1a\u56db\u5468
\n\u2465 \u6700\u4f73\u5316\uff1a\u54c1\u724c\u77e5\u540d\u5ea6\uff08\u52d5\u614b\u6d88\u606f + \u9650\u6642\u52d5\u614b\uff09\u3001\u5f71\u7247\u89c0\u770b\u6b21\u6578\uff08\u63d2\u64ad\u5f71\u7247\uff09<\/p>\n

 <\/p>\n

\ud83c\udfa8 Step3. \u904b\u7528\u65b0\u5ee3\u544a\u5275\u610f\u548c\u7248\u4f4d\u89f8\u53ca\u65b0\u53d7\u773e\uff1aReels<\/strong><\/span><\/h3>\n

Reels \u8a2d\u5b9a\u5efa\u8b70\u505a\u6cd5<\/strong><\/span><\/p>\n

\u2460 \u5ee3\u544a\u76ee\u6a19\uff1a\u4efb\u4f55
\n\u2461 \u5ee3\u544a\u7248\u4f4d\uff1a\u81ea\u52d5\u7248\u4f4d
\n\u2462 \u5ee3\u544a\u5275\u610f \uff1a\u65b0\u589e\u6216\u5efa\u7acb\u5f71\u7247
\n\u2463 \u6210\u6548\u8861\u91cf\uff1a\u884c\u92b7\u6d3b\u52d5 KPI = \u591a\u7a2e\u64c7\u9078\u64c7\uff08\u89f8\u53ca\u7387\u3001\u66dd\u5149\u6b21\u6578\u3001\u4e8c\u6b21\u89c0\u770b\u2026\u2026\u7b49\uff09\uff1b\u4f01\u696d\u5f71\u97ff = \u54c1\u724c \/ \u8f49\u63db\u63d0\u5347\u3002<\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aMeta<\/figcaption><\/figure>\n
\n

\ud83d\udccc \u900f\u904e\u5206\u7d44\u6e2c\u8a66\uff0c\u6e2c\u9a57\u54ea\u4e00\u7a2e\u5ee3\u544a\u5275\u610f\u57f7\u884c\u5e36\u4f86\u7684\u6548\u679c\u66f4\u4f73\u3002<\/strong><\/p>\n<\/blockquote>\n

Reels \u6700\u4f73\u5316\u79d8\u8a23<\/strong><\/span><\/p>\n

\u2460 \u6210\u6548\u8861\u91cf\u89e3\u6c7a\u65b9\u6848\uff1a\u8f49\u63db\u63d0\u5347\u3001\u54c1\u724c\u6307\u6a19\u63d0\u6607
\n\u2461 KPI\uff1a\u8f49\u63db\u63d0\u5347\u3001\u54c1\u724c\u6307\u6a19\u63d0\u6607\u3001CVR\u3001CPA
\n\u2462 \u5ee3\u544a\u53d7\u773e\uff1aBAU \u53d7\u773e\u3001\u6240\u6709\u7d44\u5225 \/ \u5ee3\u544a\u7d44\u5408\u90fd\u76f8\u540c\u3001\u5ee3\u6cdb\u5ee3\u544a\u53d7\u773e
\n\u2463 \u6301\u7e8c\u6642\u9593\uff1a\u4e8c\u5230\u56db\u5468
\n\u2464 \u9810\u7b97\uff1a\u6bcf\u7d44 200 x CPA\uff08\u8f49\u63db\u63d0\u5347\uff09\u3001\u6700\u5c11\u89f8\u53ca\u5169\u767e\u842c\u4eba\uff08\u54c1\u724c\u6307\u6a19\u63d0\u6607\uff09
\n\u27a1\ufe0f \u82e5\u5169\u8005\u7686\u505a\uff0c\u4ee5\u6700\u9ad8\u8005\u70ba\u6e96\u3002<\/p>\n

\n

\ud83d\udcac \u5ef6\u4f38\u95b1\u8b80\uff1a\u63d2\u64ad\u5f71\u7247\u7684\u5ee3\u544a\u898f\u683c<\/a>\u3001Facebook Reels \u5ee3\u544a\u898f\u683c<\/a>\u3001Instagram Reels \u5ee3\u544a\u898f\u683c<\/a>\u3001\u884c\u52d5\u5f71\u7247\u5ee3\u544a\u7684\u6700\u4f73\u4f5c\u6cd5<\/a>\u3001\u5f71\u7247\u9748\u611f\u4e2d\u5fc3<\/a><\/strong><\/p>\n<\/blockquote>\n

\n

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