Analysis of GuangDianTong information flow optimization techniques!

Guangdiantong is one of Tencent’s two major information flow platforms (the other is Moments advertising). It upgraded its system in October, and the backend advertising space changed from multiple advertising spaces to three major pages and four advertising spaces (Q series resource space, Tencent News, Tencent Video and Youlianghui). Let’s talk about these four advertising positions. The Q-series resource position, as the name suggests, is the resources related to QQ and Tencent. According to the system’s labeling, they are QQ, Tencent Information Flow, and QQ Music.

This resource position integrates the original Tencent system advertising position, including the original QQ space, QQ browser, etc.; Tencent News and Tencent Video, I will not go into details; Youlianghui is similar to Baiqingteng in Baidu information flow and Pangolin in Toutiao information flow. It is a kind of alliance traffic, which is large and diverse. Let’s talk about some details to pay attention to when launching GuangDianTong. For reference only.

1. Guangdiantong delivery mode

There are two delivery modes, standard and accelerated. For me, the acceleration effect is better. But for those that you are not familiar with or cannot control, follow the standard first and don’t speed up. Because acceleration may go wrong at any time, and many industries and business situations are different, the conservative approach is to standardize first. Once you figure out a method, you can try to speed it up.

2. User behavior interest tags

In behavioral interest targeting, including interests and behaviors, in addition to being able to select industries, you can also search for intent words. This way the flow will be more accurate. For conventional Guangdiantong, for behavioral interest targeting, you can first invest in general advertising, and then narrow down the behavioral interest targeting. If you choose to target intent words, you can check interests (behaviors) + intent words. If you do not check interests (behaviors), the targeting scope will be smaller.

3. Information flow advertising delivery time

Based on different products, the crowd portraits are also different. The delivery time can be based on the business population. For example, if the population is relatively young, delivery can also be done between 1 and 2 am. Most industries will invest in the evening. Many people are at work from 7 to 9 in the morning, so investments can also be made at this time. During the lunch break at noon, you can invest or not, but it is recommended to do a test. The above times are times with relatively high traffic. It is mainly aimed at younger groups.

It can also be delivered during the day for middle-aged and elderly people. If it is launched during the day, you can use the standard mode + 7 am to 12 pm + a relatively low price. This can also be effective.

The setting of the delivery time mainly depends on your business group and should be set according to the habits and schedule of the group.

4. Creative title, picture and page correspondence

The click-through rate of information flow is relatively important. Our title must clearly state what we do and what we can bring to users. If you don’t know how to write a title, you can use the targeted word package + copywriting assistant provided by Guangdiantong.

Pictures should be closely related to business and creativity, and should be beautiful, generous, eye-catching and novel.

The page, like the creative title, must tell users what we do and our advantages. There can be fewer words on the page, and the page copy must correspond to the creative copy.

Note: Many people’s click-through rates are not high because they don’t clearly state what they do. This is also the reason why many people’s conversion rates are not high. For example, a company does SEO outsourcing, but the title is "12 ways to do SEO, get information online". Obviously, this does not indicate its own business, that is, it does not tell users "what I do". Even if there are clicks, it is difficult to make a deal because the visitor does not have outsourcing needs, but learning needs.

5. Time period report

Guangdiantong's reports are not as detailed as Baidu's information flow and Toutiao's information flow. But some reports are also very useful. Here is the time period report. After one week of running, you can check your time period report. Check the form booking volume and form booking cost in the time period report to get the time period conversion cost for each time period of your week. This can provide a reference for your time period settings. For example, if your conversion rate is good between 10 and 11 pm, you can create a few more ads and focus on this time period.

6. Page Modification

If you think your page needs to be modified, it is not recommended to modify it on the original page. Will affect system data modeling. You can copy the page you want to modify and then modify it. After modification, add "New" to the date. For example, if you modify page A on December 11, you can add a note after the modification: "a12.11 new", and use this new page for new plans thereafter.

If you make changes on the original page, the system may think that this page is a new page and will remodel it, but in fact your page already has many conversions. Once the system is remodeled, it will affect your results. Therefore, if you want to change a page, do not change it on the original page, you can copy one and change it.

7. Audit of Guangdiantong

We all know that GuangDianTong’s review is quite strict. There are actually ways to deal with it:

Method 1: Change according to the requirements. If the system fails the audit, the reasons will be prompted and you can change according to the reasons.

Method 2: You can submit multiple times. If it is not approved once, submit twice. If it is not approved twice, submit three times. Repeat multiple submissions and the system is likely to pass. Each time you submit, you only need to slightly modify the text or pictures.

Method 3: You can resubmit during lunch break or between 6 and 8 p.m. From my personal experience, the review is often easier to pass at these times. Of course, you can also try submitting it for review at night, and maybe it will be reviewed faster;

8. Bidding and adjustment of Guangdiantong

We all know that no matter which information flow platform you are bidding on, you should not adjust the bid too frequently. Here is a talk about GuangDianTong's bid. If the system does not recommend a bid, you can refer to industry data or ask a friend. It is recommended that the initial bid should not be too high, and of course, not too low.

The second point is that if a plan doesn’t work, don’t change the price in the original plan. You can create a new plan and set it up according to your own analysis. It is not recommended to change the price according to the original plan.

The third point is that the price of information flow is not the most important thing; creativity and page are. When setting prices, we must grasp the following direction: the wider the orientation, the lower the price; the narrower the orientation, the higher the price. If there is a price discount, it is a good idea to reflect it in the creative, pictures and pages as much as possible.

Many of the above are details. If you grasp the details, it will not be difficult to improve the results. Many people have their own methods and may not pay attention to these details, but it is recommended that you should pay attention to the details when delivering content through any information flow channel. In addition, this article has emphasized several times that the creativity and pages of information flow delivery are very important, so if the conversion is not good, first look for the reasons from these two aspects.

Author: Mubibai

Source: Mubibai