What should I do if GuangDianTong and Moments don’t work well?

There are countless channels for information flow promotion, including relatively mature channels such as Toutiao and Baidu, as well as emerging promotion platforms such as Douyin and Kuaishou. Guangdiantong and Moments also attracted much attention.

The new version of Guangdiantong is slightly different from the previous version. Before, we needed to choose the layout, but the new version now only has three layouts, so there is no problem of layout selection.

1. Advertising Placement

1.QQ, Tencent Information Stream, Tencent Music

There are only three advertising slots, namely QQ, Tencent Information Flow, and Tencent Music , which include QQ Space, Kandian, Browser, and Kugou.

However, the new version of GuangDianTong also has some shortcomings in this regard. GuangDianTong is a comprehensive information flow and cannot be selected separately. Tiantian Kuaibao, QQ Kandian and QQ Browser are platforms with relatively good traffic, but when combined with QQ and QQ Space, the effect may not be very good. If you want to split the layout, you can return to the old version.

2. Tencent News and Tencent Video

This also includes media such as Tencent News, Tencent Video, and Tencent Sports.

3. U-Link

Youlianghui also gathers tens of thousands of high-quality mass exposures, covering all marketing scenarios of more than 500 million people.

Ranking of delivery quality: Tencent News > Tencent Video > QQ + Information Stream > Youlianghui

2. Broadcasting via Guangdiantong and WeChat Moments

In addition to the placement, we also need to operate our account according to our Roca orientation.

When you first start launching GuangDianTong and Moments, it may not be easy to increase the volume. You can try CPM first, and then use OCPM if there are more than 15 reposts in Moments. Although the new version can also use OCPM directly, it does not have those 15 conversions to increase volume. The system then finds the approximate conversion population based on these 15 conversions.

Without this link, it is difficult to increase the volume.

Although the system allows us to skip this step, if we cannot run large-scale projects, we can use CPM first.

1. GuangDianTong

a. Precision targeting in the early stage

When making targeted bids, you must manually enter interest and behavior words, and you must bid high. A high bid does not necessarily mean a high cost. It is to allow our advertising plan to have a learning period. After the learning period, you need to add a category of words that cover different groups of people, interests, and behaviors every day.

b. Broad targeting in the early stage

Select drop-down words or existing categories, and bid high in the early stage. You need to maintain a plan in the early stage.

Each advertisement on Guangdiantong has its own creative idea.

2. Moments

①Region

The price of a thousand impressions in first-tier cities, second-tier cities, third-tier and fourth-tier cities in each region varies greatly. The competitiveness of each city is different. Try placing ads in different regions.

First-tier cities per thousand impressions: 80-150 yuan

Second-tier cities: 50-80 yuan per thousand impressions

20-50 yuan per thousand impressions in third-tier cities

②Age

For age groups such as 20-30 years old, 30-40 years old, etc., choose the appropriate age group based on the age positioning of your product.

GuangDianTong and Moments both cover a large number of people. If you follow the points mentioned above, your advertising will gradually increase in volume.

Author: Houchang College

Source: Houchang College