4 tips to reduce the cost of information flow advertising!

Those who have been exposed to information flow know that no matter whether you are in education, games, novels or product industries, an unavoidable step in information flow is to select the most suitable distribution channel from dozens of platforms.

Today we are going to talk about what happens after you choose a platform.

Many people think that everything will be fine if they choose a good platform, but the reality is not as expected. When we have gone through so much trouble to find the most suitable platform, some people may find that their advertising costs are too high and the returns brought are obviously insufficient. What should we do at this time?

Mo Fang, today I will teach you how to use data to see the effect of information flow accounts. If you master the following four techniques, you will have no problem doing information flow on any channel.

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Smart Bidding

To reduce the cost of advertising, you must first understand the bidding method of information flow. There are roughly two ways to bid for information flow:

The first one is CPC/CPM bidding, which is based on one click/thousand impressions, and average bidding for targeted groups (currently the CPC price of Douyin information flow advertising is 0.2 yuan, that is, when a user clicks on the advertising link placed by the advertiser, the Douyin advertising system will charge the advertiser 0.2 yuan in advertising fees.);

The second type, OCPC/OCPM, is pay-per-click/impression. The system bids for different groups of people based on conversion data. Smart bidding will evaluate the labels of converted groups (interests, age, gender, region...).

Bid high for leads with good conversions, and don’t bid for leads without conversions. You no longer need to bid individually for each person and each word. You only need to provide a price for a lead, and the system will automatically bid based on the conversion situation.

Note that the initial price is set to a 20%-50% increase over the highest tolerable cost, and a 20%-50% increase in the average order value. Increasing volume in the early stages of smart bidding is more important than reducing costs. You must first increase the volume and then lower the price to be effective. Optimization without data will not have any effect.

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Find accurate users

Taking Baidu platform as an example, we can find the right people for us through targeted targeting.

After opening an account, the system will allocate traffic to you based on your qualifications and industry classification. There are three factors that affect the account: display volume, click-through rate, and conversion rate.

It is necessary to look at targeting based on the unit dimension and check whether the main consumer group is the industry target group. After completing these steps, we also need to analyze whether the main consumer intent words (top 10-30) match the industry’s high-intention related intent words.

In addition, we also need to compare whether the main consumer interests are consistent with the interests of units with better conversions, find the units with the most conversions and the highest consumption, and when targeting, try to choose the second category of interest classification.

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Create perfect creative materials

If the information flow is a fire, then creative materials are the fuel of this fire. Only with good creative materials can this fire spread across the prairie. So, how can we create a perfect set of creative materials?

01. Collect the results of competitors' previous advertising materials. For example, if you want to build an information platform that competes with Toutiao, you can first look up Toutiao's advertising details on the CQADO website, study the advertising materials of competitors, and plan your own advertising direction:

02. Categorize creative forms, copywriting types, and image features. You can also search for references to competitor copywriting on the CQADO website:

03. Extract creative materials with high exposure and good conversion effect;

04. Summarize the results, submit requirements, and plan your own information flow direction.

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Increase conversion rate

The page is an important factor that directly affects the conversion rate, so what skills do we have in daily information flow operations?

First, in the golden two seconds, your focus image must reflect the "project + selling point"; secondly, it needs to stimulate the user's pain points, thereby generating demand and allowing users to find "benefits + advantages";

Furthermore, it is necessary to meet the needs of the audience, achieve practical purposes, and optimize the introduction content to gradually induce them; is it enough to do all this? Of course, the brand qualifications must be demonstrated, and "honors + good reviews" deepen trust; finally, it is necessary to be direct and violent in the conversion channel and leave a form and phone number.

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Summarize

It is not easy to do a good job in information flow. Only by doing all the above four points can we truly reduce the cost of delivery and achieve high returns.

Author: Beautiful Baozi