Headline delivery: What to do if the account volume is unstable?

1. The account volume is unstable and the planned conversion time cycle is irregular.

Regarding conversion time, it is mainly divided into two dimensions, hourly or daily.

In daily delivery, hourly conversions have peaks and troughs, which is mainly related to the active periods of platform users. If your high-conversion creative data has generated conversions in all time periods, it is not recommended to limit the time period for e-commerce advertising. For creatives with good growth, the conversion time periods are also average. For ads with slightly worse growth, the order cost can be calculated. If the order cost is low or the same as the account average, it is recommended to keep the delivery. If the order cost is high and the order volume is small, it is recommended to abandon the creative.

Daily conversion data is related to the life cycle of the plan itself. Conversion is positively correlated with consumption. The consumption trend of the Toutiao platform plan is as follows: From the perspective of the industry as a whole, the plan will reach its consumption peak in 2 to 3 days, and on the 5th to 6th day, consumption is only 50% of the peak, and then continues to decline. Therefore, it is very important to grasp the period of high-quality creativity and replenish new products in time.

If the creative with delivery data in the account shows that it has failed the review, it means that a second modification was made to the delivery creative, triggering the review. It is recommended that high-quality and effective creative ideas should not be modified directly. If the creative data declines, you can increase the volume by creating new creative ideas. It is recommended to use three days as the estimated effective promotion period of the plan, and to promptly add new plans to balance the account promotion data within three days. High-quality creative ideas should not be changed and should be promoted continuously. Low-quality creative ideas or creative ideas that are continuously declining should be shut down in a timely manner.

2. After a short period of conversion in the initial volume plan, there will be a situation where there is high consumption and high clicks but no conversion

It is normal that the conversion effect is unstable in different time periods, just like an ordinary employee has efficient working time and inefficient time. The key point is to look at the average conversion cost within a period.

Specifically, the conversion of the plan should be viewed over a longer period of time, such as 1 day or 3 days. Calculate the conversion cost of the plan and its creative ideas within 1 day/3 days. Set a conversion cost threshold in mind. If it is higher/much higher than the estimated conversion cost, you can give up directly. If it is the same as or lower than the estimated conversion threshold, do not make any move and just maintain stable conversion.

3. There is no plan to change, and the volume starts to drop significantly within a short period of time

The display itself is related to the active periods of platform users. It is normal to have fluctuations in different periods, just like the ebb and flow of the sea. The ebb and flow of the platform are related to the time when platform users enter and leave. If the volume is dropping continuously, and it continues to drop during the usual high exposure periods, it can be judged that creativity is declining, and the conversion cost can be calculated and abandoned if it is too high.

4. Do plans with high consumption and clicks (click rate > 4-5%) need to be shut down? How many days is the generally appropriate observation period?

The only indicator to determine whether a creative idea needs to be shut down is the conversion cost. If the conversion cost is too high, it can be shut down. Observe the creativity, ensure the initial volume, and then look at the conversion situation after the volume has been increased. The conversion cost is converted into volume. Creative ideas that only waste time and have no conversion can be shut down directly.

5. The irregularity of the volume-increasing plan indirectly increases the cost. Should this plan be retained?

Same as the previous question, look at the average cost over a period of time, 1 day or 3 days. If the conversion cost continues to rise and is higher than the expected cost, you can give up directly.

6. Is it mainly fixed bidding or automatic bidding?

All are fine. These are just operating tools. As for tools, it depends on whether the optimizer is comfortable using them. If they are not comfortable, it is the same to use something else. The key to advertising is creative conversion.

7. What should we do with the plan to increase volume? How can we make this plan grow steadily and drive other plans to grow?

Refer to the high-quality creative features that start with volume, and expand volume by introducing new ideas. Creative conversion is a one-way struggle, and creativity does not have the personality trait of making the rich lead the others to become rich. If you are launching a large number of creatives at the same time, just maintain a sufficient budget and account balance to avoid insufficient budget for evenly distributing the creatives, which will affect the creative volume.

8. Does a new account have a fixed process for launching a plan, such as how to test the target audience and copywriting materials?

Suggested ideas: Analyze promotion products - analyze product audiences - plan creative landing pages - determine testing plans - set up accounts and submit for review - promote online.

Toutiao recommends testing creative solutions, planning creative ideas of different dimensions, conducting A/B testing, and choosing smart mode to loosen up the orientation as much as possible to avoid affecting the creative volume and system exploration.

9. What should be done at different stages of the plan? Such as learning period, end of learning, learning failure

The Toutiao learning period is the stage of systematic promotion and learning for the intelligent exploration crowd. It is recommended that after controlling the budget, you should make creative content as loose as possible and reduce operational adjustments, which will be more conducive to the success of the learning period. The end or failure of learning depends on the conversion situation. If the conversion cost is within the expected range, you don’t have to worry about it. If there is no conversion or the conversion cost is too high, you can give up directly.

10. How to judge the value of a plan and whether it shows signs of growth?

The value of creativity lies in the conversion cost and conversion volume. Cherish every advertising fee, do a good job in creative plan in the early stage, debug the conversion logic and content details, and ensure that all operations promote the volume during promotion.

Factors that affect the volume: budget, bidding, targeting, time period, billing method (click-through rate, conversion rate). If the advertisement does not increase in volume, focus on checking these aspects.

Author: Aichisem

Source: Aichisem