2015411苏宁旗舰店dsp结案报告

Suning

flagship

store

promotionFinal

Report2015.5,

MK-MASMSuning

Platform

Traffic3

phasesOverview4.74.94.124.154.174.194.204.274.295.15.3Flagship

store

opening4.18

promotion5.1

promotion53%21%26%Cost

AllocationOpening4.185.1Flagshipopening4.18promotion5.1promotionSuning Promotion

OverviewObjectivesflagship

store

promotiontraffic

drivenEffect-

558,086,508

impression2015.

4.7-4.15flagship

store

promotion2015.

4.17-4.204.18

promotion2015.

4.27-5.35.1promotionObjectives4.18

promotionPromotion

info.

deliveryEffect-

84,390,638

impressionObjectives5.1

promotionPromotion

info.

deliveryEffect-

162,268,002

impression- 640,085

clicksCost- 191,643

clicksCost-209,452

clicksCost-

Total

Cost

¥265,648-

Total

Cost

¥104,090-Total

Cost

¥130,600- CPC

¥0.42- CPC

¥0.54-CPC

¥0.62- CPM

¥0.48- CPM

¥1.23-CPM

¥0.80Suning

Promotion

Overview640,08LandingRateClickPV191,643209,452Cost53%21%26%SaleRing

growthrate4.7-4.15flagship

storepromotion4.17-4.204.18

promotion4.27-5.35.1

promotion请苏宁补充完整Suning

Promotion

Page2015.

4.7-4.15flagship

store

promotion2015.

4.17-4.204.18

promotion2015.

4.27-5.35.1promotionFlagship

Opening4.7-4.15CostImpressionClickCPCCPMCTRBehavior/Interest159,375518,801,833482,232¥0.33¥0.310.09%Clicked

Retarget106,27339,284,675157,853¥0.67¥2.710.40%Total265,648558,086,508640,085¥0.42¥0.480.11%Behavior/Interest:

Based

on

TA

behavior

&InterestClicked

Retarget:

TA

clicked

ads

once

show

the

ads

againBy

stage

delivery

strategyLower

price

to

accumulate

TAHigher

price

to

bid

retargeting

trafficRetargeting

traffic

had

higher

CTRFlagship

store

promotion200,000,000150,000,000100,000,00050,000,0000-250,000200,000150,000100,00050,000CostClickImpression¥2.50¥2.00¥1.50¥1.00¥0.50¥0.00CPCCPMFlagship

Opening—by

Region0.00%0.02%0.04%0.06%0.08%0.10%0.12%0.14%0.16%1000009000080000700006000050000400003000020000100000CostClickCTR0.700.600.500.400.300.200.100.00CPCCPM广东contribute

the

most

clicks;北京、河南、福建、江西got

the

high

CTR天津got

the

lowest

CPC;high

CPM

means

the

same

cost

the

region

got

the

higher

CTRFlagship

Opening—by

media0.900.800.700.600.500.400.300.200.100.0016,00014,00012,00010,0008,0006,0004,0002,0000点击平均点击价格The

premium

media

position

need

to

bid

a

high

price品善网&糖豆网had

good

cost

performance

and

the

largest

trafficTOP

10

MediaPositionFlagship

Opening4.18

promotion4.17-4.20CostImpressionClickCPCCPMCTRBehavior/Interest37,23270,451,097127,849¥0.29¥0.530.18%Clicked

Retarget66,85813,939,54163,794¥1.05¥4.790.46%Total104,09084,390,638191,643¥0.54¥1.230.23%Behavior/Interest:

Based

onTA

behavior

&

InterestClicked

Retarget:TA

clicked

ads

once

show

the

ads

againBy

stage

delivery

strategyLower

price

to

accumulate

TAHigher

price

to

bid

retargeting

trafficRetargeting

traffic

had

higher

CTR4.18

promotion60,000,00050,000,00040,000,00030,000,00020,000,00010,000,0000-20,00040,00060,00080,0002015/4/172015/4/182015/4/192015/4/20CostClickImpression¥0.00¥0.50¥1.00¥1.502015/4/172015/4/182015/4/192015/4/20CPCCPM4.18 promotion-by

Region0.45%0.40%0.35%0.30%0.25%0.20%0.15%0.10%0.05%0.00%35000300002500020000150001000050000广东北京河南浙江山东江苏湖南福建四川河北辽宁湖北重庆安徽广西上海陕西吉林江西天津山西云南黑龙江贵州

甘肃

内蒙古海南新疆其他CostClickCTR3.503.002.502.001.501.000.500.00重庆吉林辽宁天津贵州陕西四川海南江西北京上海湖南浙江广东湖北安徽河南甘肃云南福建广西河北山东山西其他西藏江苏黑龙江宁夏新疆青海内蒙古CPCCPM广东contribute

the

most

clicks;重庆、吉林、贵州got

the

high

CTR重庆got

the

lowest

CPC;high

CPM

means

the

same

cost

the

region

got

the

higher

CTR4.18 promotion-by

Media10.90.80.70.60.50.40.30.20.101,8001,6001,4001,2001,0008006004002000ClickCPCThe

premium

media

position

need

to

bid

a

high

price新华网&泡泡网had

good

cost

performance

and

the

largest

trafficTOP

10

MediaPosition4.18

promotion5.1

promotion4.7-4.15CostImpressionClickCPCCPMCTRBehavior/Interest64,844143,763,881165,320¥0.39¥0.450.11%Clicked

Retarget65,75718,504,12144,132¥1.49¥3.560.24%Total130,600162,268,002209,452¥0.62¥0.800.13%Behavior/Interest:

Based

onTA

behavior

&

InterestClicked

Retarget:TA

clicked

ads

once

show

the

ads

again5.1

promotion60,000,00050,000,00040,000,00030,000,00020,000,00010,000,0000¥40,000.00¥35,000.00¥30,000.00¥25,000.00¥20,000.00¥15,000.00¥10,000.00¥5,000.00¥0.00CostClickImpression¥0.80¥0.60¥0.40¥0.20¥0.00By

stage

delivery

strategyLower

price

to

accumulate

TAHigher

price

to

bid

retargeting

trafficRetargeting

traffic

had

higher

CTRCPC

CPM5.1

promotion-by

Region0.16%0.15%0.15%0.14%0.18%0.16%0.14%0.12%0.10%0.08%0.06%0.04%0.02%0.00%35000300002500020000150001000050000广东山东北京浙江河南福建湖北辽宁四川江苏湖南广西江西陕西河北安徽上海重庆天津吉林山西云南甘肃海南

贵州

黑龙江新疆内蒙古其他CostClickCTR1.401.201.000.800.600.400.200.00重庆海南贵州上海甘肃天津北京湖北辽宁江西广东湖南河南福建四川广西吉林陕西浙江安徽河北云南山东山西江苏西藏其他CPCCPM广东contribute

the

most

clicks;福建、江西、云南got

the

high

CTR重庆got

the

l