As an advertising optimization specialist, what tasks need to be done before the company launches a newly developed product?
Understand the core features and basic functionalities of the product.

Before launching a newly developed product, an advertising optimization specialist needs to thoroughly understand how the product is used.
For example, with a tool-based product, it is essential to know the core services it provides to users and what problems users can solve with it.
For a gaming product, it’s important to understand the specific gameplay, how to acquire items, how to win the game, and what aspects might interest users.
For a social product, you need to know how to quickly connect with friends, meet new people, and so on.
The two most important points to consider are: first, what is the revenue model of our product, and second, how does our product differ from similar products in the market.
Define the phased objectives for the launch of the new product.

Before launching a new product, it is also crucial to coordinate with the product, operations, and other departments to define the phased objectives for after the launch. Typical phased objectives include:
- Product Functionality Testing: This involves testing whether there are any bugs that were not discovered during internal testing after the product is distributed in bulk. It also checks if the product’s features meet the users’ needs and if the product is compatible with different terminal devices.
- Product Payment Channel Testing: Compared to domestic payment channels, foreign payment channels are more diverse. During the initial stages without sufficient localization, the chosen payment channels may not be the ones frequently used by the target users. The testing phase allows for adjustments based on user feedback and payment situations to optimize the payment channels.
- Product Revenue Model Testing: Before the product launch, the revenue model is generally based on references from other products, market research, or even intuitive decisions. These revenue points might not be suitable for our product. The post-launch phase is used to validate the reliability of the revenue model.
- Product Market Testing: Some products may be uncertain about which countries to target primarily after development. In this case, a group of representative countries is selected for blind testing. Based on the test results, the countries for focused future investments are ultimately determined.
Target Market and Competitor Analysis.

Before launching a new product, an advertising optimization specialist must conduct thorough research on the overall market conditions for the product launch. For example, if launching a short video app, it is essential to understand the industry average for metrics such as cost per installation, retention rates, and user churn rates in different countries. These data points can serve as benchmarks for evaluating the new product’s performance.
The second step is to study the target market, focusing on cultural background, expected target users’ needs and behavior patterns, payment methods, and device usage preferences. This information helps in targeting high-quality user groups identified in the preliminary analysis when launching the product.
Thirdly, a competitor analysis is necessary. This involves studying competitors’ positioning, pricing, marketing strategies, advertising creativity, and advertising performance data. By learning from competitors’ strengths and avoiding direct competition on core promotional points before the launch, we can better position our product.
Through market and competitor analysis, it is possible to identify core potential user tags and unique selling points of our product. This approach minimizes direct clashes with competitors post-launch and ensures more precise targeting of advertising to relevant users.
Advertising Platform Analysis.

Based on the media and social usage habits of the target audience, choose the optimal advertising platform. In addition to the major advertising platforms currently on the market like Google, Meta (Facebook), X (Twitter), and TikTok, also consider localized platforms that are widely used in the target market.
Research and analyze the advantages and disadvantages of each advertising platform, platform policies, ad formats, and the distribution of potential users in each platform within the target region. This allows for the development of different advertising strategies for each platform.
In combination with the above research points, it is also necessary to establish important reference indicators for ad effectiveness, budget planning, ad creative preparation, A/B testing plans, localization, material compliance, and the integration of advertising data with technical tools.
In summary, before a new product launch, the workload of an advertising optimization specialist is not less than after the launch; it might even increase as the launch date approaches. A significant portion of the work requires collaboration with product and technical teams. Effective and reasonable communication is essential to ensure a smooth promotion after the launch.