Strategy for building a headline advertising account!

How to build a perfect information flow advertising account? Because the backend operation methods of major information flow platforms are different, today I will talk about how to build a headline advertising account ~

1. Understand the basic structure of headline ads

In order to build a reasonable Toutiao advertising account, you must first have a thorough understanding of this platform. The placement of headline ads must go through the establishment of ad groups, ad plans, and ad creatives. The placement must go through the following steps:

Here is another explanation of the differences between group, plan and creativity:

1. Ad Group

The largest unit that manages a portfolio of ideas. At the group level, you can set the promotion purpose, budget method, and budget amount.

2. Advertising plan

A small unit that manages a series of creatives. Multiple creatives can be set under each promotion plan. At the plan level, you can set the advertising audience by region, interest, gender, age, etc., and set the advertising budget and bid.

3. Advertising creativity

The promotional content displayed to Toutiao users includes text titles, pictures or video materials. The creativity determines whether it can attract these potential audiences to the merchant's website and thus take action to promote conversion.

As shown, there are three different structures, namely, multiple plans and multiple ideas under one group, one idea under one plan under one group, and multiple ideas under one plan under one group. These three structures have different performance in different industries. When creating the structure, we can choose the information flow account structure suitable for our industry and products based on our own needs or conduct some tests, and then combine it with some subsequent running performance to carry out long-term and stable delivery.

2. Clearly Design Your Account

According to the advertiser's assessment goals and promotion needs, the promotion purpose, promotion location, and delivery platform are clearly defined. For example, if promoting IOS APP, the promotion purpose is application download, the promotion location is information flow, and the delivery platform is IOS.

According to the product positioning and the historical conversion performance of various products (cost performance on other platforms, average revenue), the categories (materials) to be released should be clearly defined. This will make it easier to allocate budgets and bids after setting up an account. For example, e-commerce clients have many products under their umbrella and can give priority to products with better cost performance on other platforms, or products with a higher average customer unit price, when launching their products.

Based on the characteristics of the audience, clarify the audience's usage scenarios and user portraits to facilitate the selection of targeted and adaptive creatives.

When conceiving an information flow advertising account, pay attention to the following four angles:

Goal: What are the promotion goals and needs? "What's the point of buying a wardrobe? Who are you going to show off to when you look pretty?"

Product: Extract characteristic selling points to design creativity and determine user portrait based on user information. “The clothes in your wardrobe should be liked by everyone! Wear them often!”

Company: Clarify assessment details and determine budget allocation among different products. "Have money on hand! Buy yourself new styles of the season and get rid of old ones!"

Industry: How competitors promote their products, whether they choose differentiated placement or the same selling points and adopt discounts. "Would you like a unique item today, or a cheap and popular item that I just bought?"

3. Use construction techniques

As the saying goes, clothes are like a husband (wife), the one that suits you is the best. The same is true for building an information flow advertising account, but it is also reasonable to suit yourself. Here are four dimensions for you:

Materials: Suitable for advertisers who have strong ability to produce relatively single materials for their products. For example, when downloading an APP, the entire account can be built by producing different materials.

Products: Suitable for advertisers with a wide range of product types. For example, e-commerce advertisers can group products by category and build account structures

Region: Applicable to advertisers whose businesses have obvious regional characteristics and whose conversion situations may be different in different regions. Such businesses as life services, O2O, local businesses, etc. have obvious regional characteristics.

Time: Suitable for advertisers with more frequent brand activities. If there are many promotional activities, you can distinguish them according to different time points and build the entire account structure. 4. Common structural cases

After talking about this for so long, please don’t be impatient. I will give you an example of account building:

(1) Targeted plans based on the platform and category of the product

For example, the precious metal investment APP has a single product function. Different targeted materials are set according to the characteristics of different audiences and delivered in groups.

(2) Group by scene and plan by material

For example, for a photo album app, different selling points are divided according to the audience's usage scenarios, and the delivery is planned according to the materials, and the account structure is divided.

(3) Group by city + single product/city + activity, material and targeted sub-plan

For example, group buying apps have obvious regional characteristics. The product markets in the north and south are different, and different plans are implemented according to individual products or activities.

5. Pay attention to the key points of setting

The naming logic of advertising groups and advertising plans is clear and can be clearly distinguished. The names should not be repeated. It is recommended to name them in a fixed format. Different targeting dimensions or material styles can be distinguished by connectors to facilitate the statistics of account costs in the future.

For example, a gaming advertiser promoted game app downloads nationwide. In the advertising account, the advertising groups were named "Game Name + Date" or "Game Name + Platform + Content + Date", and the advertising plans were named "Material Content + Delivery Mode + Date". The logic was clear and easy to compare.

Okay, that’s all for today’s Toutiao advertising account setup.