With the burgeoning development of large models, marketing stands as one of the pioneering industries to embrace artificial intelligence.

However, marketing encompasses a multifaceted process, with each stage—from advertising creation to intelligent delivery and AI-powered customer service—demanding distinct AI capabilities. True efficiency can only be achieved when AI is seamlessly integrated into every aspect of marketing.

This year, Tencent Advertising has upgraded its delivery system. The new advertising delivery system (3.0) streamlines the hierarchy, rendering the delivery process more intelligent, automated, and efficient. Additionally, Tencent Advertising's Miaosi, an AI-driven advertising creative tool, undergoes continuous upgrades to simplify the production of high-quality content.

At the end of August, Tencent Advertising unveiled Miaowen, a full-fledged AI marketing assistant. The launch of Miaowen marks another milestone in Tencent Advertising's journey to leverage AI for enhancing advertising efficiency. After several functional upgrades, Miaowen now adeptly addresses any questions arising during the advertising delivery process.

Lechuan, a seasoned advertising optimizer with five years of experience serving clients in finance, gaming, and novels, has been exploring Miaowen's capabilities since its inception.

He shared that Miaowen offers varied benefits depending on the user. For beginners, Miaowen serves as a comprehensive textbook and knowledge base, facilitating a swift learning curve. For experienced operators or optimizers, Miaowen acts as an invaluable assistant, capable of answering queries and executing tasks, thereby simplifying workflows and significantly boosting efficiency.

We delved into Lechuan's specific experiences and insights on utilizing Miaowen, exploring how to fully harness its functionalities to enhance optimizers' work efficiency and improve delivery outcomes.

I. Hourly Report: Streamlining Essential Tasks

Data analysis and optimization, grounded in data insights, are daily staples for advertising optimizers, holding paramount importance.

Lechuan elaborated, "The hourly report is a seemingly straightforward yet highly crucial function that I frequently use daily."

Miaowen's hourly report function offers a wealth of information, encompassing AI-generated summaries and key performance indicators. It provides feedback on total consumption and detailed statistics on spending and conversions per plan, as well as consumption and cost trends over time—all vital pieces of information for optimizers.

For optimizers and operators, data comparison forms the bedrock of analysis. However, recalling and accurately referencing previous period data across various dimensions can be challenging. Hence, they often need to pull data from the backend at any given time. An optimizer or operator typically monitors ten or even dozens of accounts, making frequent data extraction a cumbersome task over time.

The hourly report function automates the data extraction process. With just a click or a few words, users can access crucial multi-dimensional data with minimal learning curve.

The hourly report is available in various formats, including reports and downloadable templates such as appointment forms, applications, and product categories.

Lechuan noted that clients often inquire about their accounts' delivery status from the previous day each morning. When multiple clients have such requests and time is limited for manually retrieving and swiftly analyzing data across multiple accounts, it is more efficient to copy Miaowen-generated charts by placement, product, and time period with a single click or download detailed data.

In most cases, the downloaded forms visually present information in tables or trend charts, ready for client or superior reporting. This not only saves time on creating tables and charts but also swiftly synchronizes information between advertisers and optimizers, enhancing efficiency. Lechuan, as a proficient user, typically spends three to five minutes creating a table, whereas Miaowen accomplishes the same in just 10 seconds.

II. Material Creativity: Breaking Traditional Barriers to Avoid Missing High-Volume Material Opportunities

Material is a pivotal factor determining advertising delivery's effectiveness. Engaging images, videos, and texts swiftly capture users' attention, spark interest, and markedly elevate click-through and conversion rates.

Regarding materials and creativity, operators often fall into habitual thinking, relying on past experience and intuition for creative production. However, according to Lechuan, user preferences are now more diverse and unpredictable.

For instance, it's challenging to envisage creating an advertisement for old-man shirts appealing to young girls based solely on experience, despite JK girls embracing the old-man shirt trend. Thus, fully capturing user preferences through experience alone is difficult. What's needed are numerous high-quality materials produced swiftly, encompassing a wide range of styles and maintaining high quality.

Market-verified high-volume materials better reflect current user preferences.

Miaowen offers a query service for high-volume materials, analyzing the top three creatives' characteristics. During material creation, one can further optimize by integrating product attributes.

In practice, Lechuan recommends using more precise queries in addition to broad queries for high-volume materials, such as "What are the recent popular materials in the financial industry?" This approach yields more practical answers, which can be refined by adding constraints like industry and placement.

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Once, while searching for materials for a financial industry client, Lechuan found that the top three materials exhibited vastly different styles. The first featured attractive men and women, captivating users with appearance. The second showcased inspirational quotes, aiming to evoke emotional resonance. The third adopted a professional style, aiming to bolster user trust.

The top three materials' diverse styles made it challenging to discern commonalities. Relying solely on experience, it's difficult for human creativity to encompass such a wide style range, potentially missing high-volume material opportunities.

Lechuan advised that in such scenarios, the safest approach is to create materials based on the top three popular styles. "For instance, in the novel industry, a limited audience prefers the same type of novels and materials. New material styles and directions can broaden reach to different user types."

As mentioned, if a top material features "promoting old-man shirts in a style popular with young girls," men's clothing advertisers stand a better chance of boosting sales by promptly capturing this trend and optimizing their materials accordingly.

Now, quickly checking top materials using Miaowen has become a routine practice for Lechuan.

On one hand, it cultivates material sensitivity. In an "empirical" work approach, if a certain material type underperforms over two months, one might avoid trying it for the next two to three months. However, in reality, there's still a chance for this material style to succeed. To know when, one must frequently check popular materials and develop a keen sensitivity to them.

On the other hand, by comparing data like click-through and exposure rates with high-volume materials, existing materials can be optimized in reverse. For instance, consider changing placement for better results.

III. Material Review: Faster and More Accurate, from 3 Hours to 3 Minutes

Regarding material review, Miaowen integrates three primary functions: expedited review, re-review, and rejected review Q&A.

Based on Lechuan's experience, the expedited review function serves as a firefighting tool. Optimizers often face sudden demands, such as launching a campaign before holidays like Valentine's Day with limited planning and review time. In such cases, optimizers might approach media or agencies, but timing remains uncertain. Miaowen offers a simpler, more accessible solution, especially in urgent situations, where having a backup plan is advisable.

According to Lechuan, the rejected review Q&A is the most practical function.

Once, Lechuan created a creative from client-provided materials and submitted it for review but was rejected due to a third-party platform logo's presence. After receiving review feedback, Lechuan manually checked repeatedly but couldn't locate the competing logo. Later, Lechuan sought Miaowen's rejected review Q&A for help and received a more detailed response. Only then did Lechuan realize that a character in the material held a mobile phone displaying a short video platform's logo on the screen, barely visible to the naked eye.

Advertisers understand rules and boundaries but might miss where violations occur. This scenario underscores Miaowen's rejected review Q&A's value. Another common scenario is when advertisers can't accurately grasp boundaries, necessitating Miaowen's assistance.

Lechuan noted that often, materials need exaggeration to attract attention and achieve better click-through rates, like using sexy dancing or horror themes. However, determining the appropriate level, such as distinguishing between sexy dancing and soft pornography or between Chinese-style horror and feudal superstition propagation, is challenging. These boundaries must be maintained by the platform.

When advertising a social product, Lechuan's creative was rejected for being too explicit. Initially, Lechuan thought it was due to the character's overly "revealing" upper body. After making changes based on this assumption but still being rejected, Miaowen's rejected review Q&A clarified that the skirt length was non-compliant. Upon finding the cause, the editing team modified it again and passed the review.

From Lechuan's team's workflow, when materials are rejected, the entire process—from receiving rejection feedback to identifying issues, making modifications, and resubmitting—involves cross-departmental collaboration and can take 3 to 5 hours. If the process repeats, it can consume an entire day. However, using Miaowen's rejected review Q&A resolves issues in just three to five minutes.

The rejected review Q&A specifically points out problems that might otherwise take considerable time to resolve manually. Using Miaowen effectively shortens the problem-identification process.

If one disagrees with the rejection reason, they can initiate a re-review with a single click through Miaowen.

IV. Tool + Human: Miaowen's Dual Nature

Entering natural language is a vital interaction method with Miaowen. Technological advancements enable AI to understand natural language like humans, but smooth human-AI communication remains challenging, and AI retains its instrumental nature. For example, inverted sentences might confuse AI.

To maximize Miaowen's benefits in the advertising delivery process, Lechuan shared the following experiences.

First, use standardized language.

Industry jargon or ambiguous terms might not suit direct AI communication at this stage. Comparatively, AI excels in understanding keywords. Thus, when instructing Miaowen, use short sentences with precise keywords.

Second, break down into finer scenarios and more specific questions to allow Miaowen to provide practical answers instead of overwhelming it with all current scenarios and questions at once.

Lechuan highlighted a common issue—high account costs. High costs might stem from uninteresting materials, leading to low click-through rates, bidding issues, or high idle consumption, causing overall high costs, rather than specific material issues. When time factors are added, daily variations in high account costs' reasons further complicate the situation.

In such cases, if one inputs, "Why have account costs been high recently?" and asks Miaowen for delivery suggestions, the response might be comprehensive but somewhat unfocused or unable to distinguish between primary and secondary causes, making the optimization direction unclear.

Comprehensive answers aren't devoid of value. For beginners, Miaowen's delivery suggestions serve as tutorials, helping them swiftly learn basics, build a system, and absorb Miaowen's summarized experience.

Of course, for experienced optimizers, a better strategy is to break down the problem into specific plans and time periods. For instance, decompose the problem into multiple questions like "How is a certain plan's overall performance?", "What is the system's evaluation of a certain plan?", and "Which time period is recommended for a certain plan's delivery?" After receiving answers, make targeted optimizations.

The Tencent Advertising platform continuously iterates to provide more user-friendly tools, while the optimizer team precisely utilizes AI products to achieve efficient human-tool collaboration, maximizing efficiency in the advertising delivery process.