Summary of GuangDianTong delivery and optimization, practical experience at the million-level!

In this article, the author will share with you some experience in optimizing the delivery of Guangdiantong . It is mainly divided into 3 contents:

1. Introduction to Guangdiantong Backstage

2. Account establishment and optimization

3. Answers to some common questions

Let’s talk about the overall situation of the account first. Delivery volume: 3 million/month; Delivery method: web page; Optimization target: registration; Bidding method: ocpa; Delivery industry: Internet service.

*The following contents are all based on the method of placing web pages and ocpa bidding.

1. Guangdiantong account background

Tencent's advertising products (excluding WeChat) were previously divided into Zhihuitui and Guangdiantong. Since 2017, the two have been merged into one product - Guangdiantong.

Guangdiantong resources mainly include three: XQ, XS, and Alliance. Recently, PC traffic and Kuaishou traffic have been added to the background. The three most used positions are XQ, XS, and Alliance.

Let's first look at the main structure of the background and some important operations:

(Advertising management at all levels & actionable content)

Frequently used entrances and tools:

2. Account establishment and optimization

1. Account establishment

Generally, under one advertising plan, 2-4 ads are created, each with one creative. Under the ocpa bidding conditions, one ad corresponds to one URL.

At the advertising planning level, vertically compare the data of each targeting and analyze the population attributes, preferences, and back-end conversions under the targeting; at the advertising level, horizontally compare the pros and cons of each material, such as CTR, CVR, user attributes, etc.

To prevent competition among materials within an account, there should be differentiation in targeting to reduce overlap; at the same time, materials under the same advertising plan should also avoid homogeneity.

(Account building level and analysis)

2. Orientation

Guangdiantong's targeting, also known as Roca targeting, is considered to be the best of all information flow advertising. Mainly includes: demographic attributes, behavioral interests, devices, traffic source attributes, and weather targeting. The most commonly used ones are demographic attributes, behavioral interests, and devices.

Demographic attributes:

Because XQ resources are social, compared with other information flow platforms, GuangDianTong’s demographic attributes are more accurate, especially gender and age, and the educational level is also acceptable.

Behavioral interests:

Guangdiantong divides interests into long-term interests + short-term behaviors. The underlying data is updated daily, and the data validity period is at least 7 days and at most 1 year. When taking the union of interests and behaviors and taking the intersection with other first-level orientations for interest orientation, the general choice is: narrow interests + broad behaviors.

It can be understood this way: interests divide people, and behaviors define traffic pools. Therefore, in order to test the population more accurately, choose narrow interests and focus on optimizing CTR. At the same time, in order to avoid covering too small a population, choose broad behaviors and focus on optimizing exposure.

Roca's orientation cannot be underestimated. Once a suitable set of orientations is tested, the scale will even be larger than that of general investment when the volume is increased in the later stage. Therefore, more tests can be conducted within the budget.

3. Advertising space

A large number of advertising spaces is a major feature of GuangDianTong. Now that the backend has been revised, the advertising spaces are classified into XQ, XS, and Youlianghui, which is very clear.

(Guangdiantong resource position)

(Creative forms under each resource position)

XQ resources: The advertising positions of these resources are in Mobile QQ, QQ Space, Kandian, and browsers. Therefore, XQ resources are of huge quantity, good quality, accurate targeting, and stable, and are the top priority of GuangDianTong’s advertising.

Among XQ resources, the most critical position is the 1280*720 horizontal large picture, which can account for 50% or more of the delivery volume of an account; the second is the three small horizontal pictures (including 4:3, 3:2). Of course, there is fierce competition for traffic in the 1280*720 horizontal large image section, and the overall ecpm is high, so optimizing the ctr of advertising materials, testing appropriate targeting, and improving the ecpm of one's own advertising are key.

XS resources: XS resources are Tengxin and Tengshi. The characteristics of this part of resources are that the quantity is huge, but the orientation (especially gender and education level) is relatively inaccurate. Of course, this is related to the media attributes of the resource position.

In Tencent New, the most important things are 1280*720 horizontal large pictures and three horizontal small pictures, which can account for 30%-40% of the account size; in Tencent Vision, the most important things are 1280*720 horizontal large pictures. In addition, 16:9 horizontal videos and patch videos are recommended. The overall ecpm of XS resources is slightly lower than that of XQ, but the magnitude is also considerable and needs to be grasped. Optimizing ad ctr is the key.

Alliance resources: The alliance has a large volume, but the advertising space is relatively mixed. It will appear on apps such as Zhihu, Weibo, Douban, etc. The customer acquisition cost is very low, but the education level and income of registered users are relatively low. When you need to acquire a large number of customers, it is recommended to use alliances to acquire users at low cost, and it is recommended to block incentive media.

3. Optimization of common problems

1. GuangDianTong features and general optimization methods

• Bidding: Bids cannot be adjusted frequently, and the price adjustment range must be within ±5%. Because ocpa is used for delivery, frequent price changes and large price adjustments will affect the system model, causing this advertisement to be very unstable and even unable to get any volume.

• Budget: Guangdiantong’s major budget adjustments have little impact. In order to get better volume, it is generally necessary to provide sufficient budget (including account budget and planned budget). When the advertising volume needs to be increased, the budget can be significantly increased; when the advertising volume needs to be reduced, the budget can also be reduced.

• Delivery time: Adjustment of delivery time is relatively the least impactful method on advertising.

2. The quality material was available the day before, but not today.

Possible causes are:

a. Today, the market ecpm is high, so this ad is not competitive;

b. The account has other advertising competition during the same period;

c. The overall market is quite full, leaving little traffic for competitive bidding ads. In this case, you must not change the material, because the material ran well the day before, which means there is no problem with the material itself. Therefore, the delivery time can be adjusted to the next day and continue to observe.

3. How to expand the volume while keeping the cost stable?

For a single advertisement with stable cost, if you want to expand the volume, you can do the following:

a. Increase the budget, it is no problem to adjust it to 100,000 yuan;

b. Check the box for automatic expansion;

c. In the later stage of this advertisement, the bid is appropriately increased according to the cost;

For an advertising account, if you want to expand the volume, you have to keep advertising. GuangDianTong is very demanding on content, so if costs and budgets permit, each household needs to post at least 30 new ads every day. (This suggestion is not suitable for small households with a budget of less than 30,000 yuan!)

4. How to reduce registration costs

a. Choose the appropriate ad position: cost XQ>XS>alliance, so you can choose alliance traffic for delivery. The cost of XQ's large horizontal image is relatively high, so it can be measured;

b. Gradually lower the bid: increase the ad CTR, and then increase the ecpm. When the ecpm goes up, you can lower the bid appropriately to reduce the registration cost.

5. How to optimize the acquisition of people who cannot pay in the APP

First and foremost, you need to know the profile of the people who make purchases within the app, and make targeted deliveries based on this profile. How to optimize after launch?

a. Deep conversion API connection: access purchase data on the advertising platform, place OCPA, and allow the advertising algorithm to more accurately acquire this group of people;

b. Targeted optimization of delivery: Based on the current known portrait of the purchasing population, precise delivery is carried out to optimize age, education, gender, device, region, etc. At the same time, the payment time is summarized, and more delivery is made during the high payment period, and less or no delivery is made during the low payment period;

c. Population package: extract the device number of the paying population in the APP, upload it to the dmp background, and use the automatic expansion of the advertising background. And use DMP to expand the audience package, and use the audience package for targeted delivery.

d. Communicate with PM about product optimization and conversion behavior in the APP when paying, so product optimization is also very important;

e. AB test of landing pages to improve conversion rate.

The above is the author's summary of Guangdiantong's experience in advertising. I hope it will be helpful to everyone. If you have any questions, you are welcome to leave a message to discuss and grow together~

Author: Jinju classmate

Source: Jinju Classmate