The GuangDianTong delivery guide for the education industry optimizes the entire process!

Among the current mainstream information flow channels, Guangdiantong is a platform with the largest investment in the education industry. GuangDianTong has many advantages, which I will not elaborate on here. There are many ways to optimize GuangDianTong. I would like to share my views with you here for your reference only.

【GuangDianTong Operation】

The backend of Guangdiantong is slightly simpler than that of Baidu and Toutiao.

Enter the backend, on the left are the home page, advertising management, report center, finance, and toolbox. In the middle are account data, delivery material status and effect data. Without further ado, let's take a look at how to operate:

Step 1: Add a new plan.

Promotion target: Under the new plan, there are many promotion targets. For the education industry, we usually choose web pages.

• Planned budget:

In many cases, the system allocates information flow based on the budget. In the entire account, there are two levels of budget, one is the account budget and the other is the planned budget.

For account-level budget , we need to set the maximum daily limit.

There are two ways to plan a budget . One is to set 120% of the daily budget. You don't have to worry about spending too much in the end. The final consumption is based on the account level, so it will not exceed the limit. The second is to have an unlimited budget, or set a value such as 999999. The budget should be as sufficient as possible so that the system can allocate more traffic.

• Plan name, delivery mode:

For the plan name, just set a name based on your own ideas.

There are two delivery modes, one is standard and the other is accelerated. Usually, the standard is chosen, but of course, you can also choose accelerated, or you can test both and then select one after the effect is determined. Based on my own experience, the accelerated mode works better.

Step 2: Unit level.

The unit level mainly consists of several directional settings, which is similar to other platforms and is explained in detail below.

• Advertising format:

It is divided into general and dynamic, that is, customized and programmed. It is generally recommended to choose general.

• Target Details - Link:

That is, the landing page. GuangDianTong's landing page is usually made in the path, so you can choose the page made in the path here. Of course, you can also choose your own website page as the landing page here, but it is not very conducive to the system in o mode to collect conversion data, and thus cannot achieve the effect of automatic optimization. If you want to use your own website pages, be sure to add conversion tracking.

Next is orientation:

GuangDianTong has more targeted and detailed functions. It is mainly divided into: demographic attributes, user behavior, custom population, consumption capacity, device targeting, industry optimization, traffic source attributes, and weather targeting. Let’s talk about them one by one.

The demographic attributes include region, age, gender, education level, marital status and child-rearing status, work status, and property status. These orientations are similar to those of other platforms. The education industry mainly chooses based on the target groups of its products/services. Generally speaking, the important settings are region and age. Gender, education level, marital status, work status, and property status are usually not restricted.

User behavior mainly includes two aspects: interest and behavior . Although the secondary classifications of interest and behavior are similar, the meanings they represent are completely different. We will talk more about interests and behavioral orientation later.

Custom populations include targeted user groups and excluded user groups. Generally, it is not necessary to set it in the initial stage. After the account has accumulated a certain amount of data, you can create a new audience package in the DMP and add the audience package for delivery later.

Consumption capacity is divided into consumption type, game user consumption capacity, consumption level, and residential community price. It is generally suitable for niche areas, such as real estate, automobiles, games or e-commerce. There is no restriction on the education industry.

Device targeting, including Internet access scenarios, operating systems, networking methods, mobile operators, and device prices, can generally be set without limits, but is not very useful in practice.

Industry preference, you can select industry-quality labels and pay for their use. It is generally not very useful, so it can be unlimited.

Traffic source attributes, including mobile media type and WeChat public account type, are generally not limited.

Weather orientation, including temperature, UV index, clothing index, makeup index and meteorology, etc. It has little significance for most industries, but may have a certain effect on industries such as tourism.

Among all these targeting methods, for the education industry, demographic attributes, user behavior and custom populations are used more frequently, while the latter targeting methods are used less frequently, so there is no limit in the actual settings.

After the orientation is set up, there are two auxiliary functions below, one is to save as a orientation package, and the other is to automatically expand the volume. It is generally not recommended to enable it.

Step 3: Advertisement Placement

The latest background advertising space is divided into three advertising resources:

The first is QQ, Tencent Information Stream, and Tencent Music , which is equivalent to integrating Tencent's Q-related resources, covering QQ, QQ Space, Kandian, Browser, QQ Music, National K Song and other media;

Second, Tencent News and Tencent Video can be displayed separately or together when clicked;

The third is Youlianghui , which is a media resource of Tencent, similar to Baidu’s Baiqingteng and Toutiao’s Pangolin. Large and varied.

This is the new version of the ad space. If you want to place an ad in a specific Q-related ad space, such as QQ Browser, you can go to the backend of the old version. There are a lot of ad spaces in the backend of the old version, and the ad spaces are placed independently, not integrated like the current new version. You can still access the old version.

From my personal experience, Tencent News, Tencent Video, QQ Space, QQ Browser and Youlianghui all work pretty well.

Step 4: Scheduling and bidding

Release date, usually long-term release;

Delivery time: Most industries do not deliver throughout the day, so we can use specific time for delivery. Generally use the Advanced setting. It is recommended not to interrupt the time too much. The traffic in the morning and evening is generally the peak of information flow, so we should not miss these two periods. In addition, for different advertising positions, our time periods can also be different. For example, Tencent News and QQ Browser can try noon, while Tencent Video can be placed more in the evening.

A little trick is to avoid too many interruptions. It is best to start delivering the content an hour before the peak traffic period to facilitate the initial growth.

There are three bidding methods: cpc/cpm/ocpa. It is generally recommended to choose ocpa. Systematic price adjustment is generally more secure. At the same time, o cpa is generally combined with the system website page delivery . If it is your own website page, remember to add conversion tracking. You can also try CPC delivery, and pay attention to timely tracking of effects and adjustments. Ocpa, set your bid carefully and adjust it less often.

The optimization goal is generally form appointment.

When bidding, it is better to bid higher at the beginning, 3%-5% higher than the recommended bid.

After selecting ocpa, the following billing method is by click.

Under the billing method, there is also a "Use population package to optimize advertising effects". This function must be used in conjunction with automatic expansion, and is generally not used much. If the account optimization is stable, a new population package can be created in the DMP later.

After the crowd package option, the next step is unit naming. You can name it according to your ideas.

Step 5: Creativity

The creativity of Guangdiantong is basically the same as that of other platforms. The first is the creative style, which is divided into pictures, videos and innovative styles. There are different types of pictures, such as large pictures, small pictures, group pictures, etc. The same goes for videos.

After choosing the style, you need to upload the brand logo, usually a logo.

Below the brand logo is the copy and illustrations. You can fill in the button copy and the auxiliary copy in the lower left corner below the picture.

Below the auxiliary copy, there are additional creative components, mainly phone components and form components.

The entire account operation ends here, and the account setup is completed. In fact, the account setting of Guangdiantong is similar to that of other platforms, and relatively speaking, it is slightly simpler.

Here are some basic elements of GuangDianTong operation.

【GuangDianTong Optimization Guide】

1: Regarding the account structure, you can build the structure based on the budget.

Large accounts can have more plans, while small accounts are advised to have fewer plans and concentrate their investments. For small accounts, one plan can be divided into 2-3 units, with one unit corresponding to one creative idea.

Methods for unit optimization:

1): Under the same plan, set up 2-3 units with the same orientation but different materials, or the same materials but different orientations, to facilitate testing of the effect;

2): Under the same plan, set up 2-3 units with the same targeting and materials, and the bids can be the same or different. The test effect is also conducted. Under this method, multiple units are run at the same time, and the data should be observed in time. The good ones can be left alone, and the ones with poor results can be paused for a period of time or the unit can be paused.

Points to note: We said that under the same plan, too many units will compete with each other. So in addition to the above-mentioned multi-unit running situation, you can also test one plan with one unit and one idea. In addition, when running multiple units, they generally need to be promoted in a differentiated manner. There must be differences in the three aspects of targeting, bidding, and materials to facilitate A/B testing.

2: Regarding price adjustment and budget adjustment.

Everyone knows that information flow rarely adjusts prices, so we must bid carefully. Once the price is set, we should not adjust the price frequently within a day.

Under Ocpa bidding, the price is adjusted ≤ 2 times a day. Under the cpc model, the price can be adjusted more frequently, but not too frequently in a certain period of time. Regarding the budget, it is recommended to make fewer adjustments, ≤ 2 times a day. The budget has a very close relationship with the delivery model. Regardless of whether you are in accelerated mode or standard mode, the system runs according to your budget. When you modify the budget, the system will change the delivery algorithm, which is not conducive to the stability of the account. Often difficult to be effective;

3: Targeted selection. I will not talk much about basic targeting and auxiliary targeting here, and will mainly talk about interest targeting.

Regardless of which information flow platform, targeting is actually the core element, and the testing methods are also similar. For Guangdiantong, four types of settings can be set: general targeting, single targeting with interest, single targeting with behavior, and interest + behavior targeting.

The method of fixed investment is to start wide and then narrow. If you start narrow in the early stage and the exposure cannot be displayed, it will be difficult to increase the volume. Taking single interest targeting as an example, you can exclude non-relevant groups of people for your business in the early stage, and other corresponding and relevant groups can be checked. If you find that you cannot run out after setting the secondary orientation, you can try the acceleration mode. Test in multiple directions, and once you find a good method, you will grasp the rules of the platform.

4: Display and click data.

The exposure of GuangDianTong is very large. Generally, when the exposure reaches 5,000-10,000, the data will be of reference value.

After a creative idea has been exposed to 5,000 people, you should observe the click-through rate and click volume. If after two or three hours of promotion, there are not even 5,000 exposures (except for non-mainstream industries), you need to pay attention to whether the targeting is too narrow or the price is too low.

Next is clicks. Generally, 100 or 200 clicks are used as a reference. If there are still no clues after 200 clicks, it can be basically determined that there is a problem with the creative material or the landing page. Of course, the problem is more mainly with the landing page. To change the landing page, you can pause the time period for an hour, then change the landing page, and then wait for the time period to open and go online naturally. Stop the period rather than suspend the plan. In the flow of information, it is better to have a pause than a schedule.

5: Life cycle and new product launches.

The stable life cycle of a creative line on GuangDianTong can be one week to ten days. Of course, there are also more stable ones. There are also those with a life cycle of three or four days.

When your costs rise for three consecutive days, it can be almost certain that the plan is entering a recession.

There are two ways to make adjustments. One is to modify the original plan, replace the image material or text, reduce the bid by 3%-5%, and then make some targeted adjustments. Sometimes it can have the effect of bringing a person back to life, but be careful not to make excessive movements.

Another way is to directly copy the original plan, turn off the rising plan, and start the new plan directly. If it weren’t for the traffic factor, new plans would generally be able to gain volume. Of course, there will be situations where it is difficult to gain volume with a new plan, but this situation is relatively rare, so copying a new plan is a good method.

6: Account adjustment.

In addition to modifying the time period, it is not recommended to adjust the account when the material is being delivered. We can adjust the account when the account is not delivered. Whether it is a directional modification, a price modification or a creative modification, it is best to make the changes before the material is released.

7: Setting of time period.

It is generally recommended to grab a spot in the morning and evening, but you don’t need to rush at night . During the day, you can choose according to the location. Another thing to note is that the system will re-evaluate the account and plan at 0:00 and provide different traffic.

Therefore, some accounts may need to invest in the early morning. If your account is set to early morning + that night, in order to avoid too much consumption in the early morning, you can adjust the budget around 0 o'clock, which is equivalent to the system reallocating traffic to you. The allocation of the budget also depends on the situation. If the effect of the night show is good, all the budget will be allocated to the night show. The effect is average, so you can invest only part of it or not invest at all.

8: The overall fluctuation of GuangDianTong is relatively small, so I suggest optimizing creative materials and landing pages. The operation process is actually quite simple, so don’t make adjustments too frequently. We can focus on creative materials, landing pages and DMP targeting.

9: Time period adjustment is more important.

Pause plans less often and adjust time periods more often. When the effect is not good, but the consumption is not much, in this awkward situation, if you don’t want to give up this idea, you can pause the time period.

10: For the education industry, if you have a cooperative relationship with some schools or well-known third-party brands, you can use the partner's logo and brand name as your promotional name . This is a good way to leverage the momentum.

For example, if an academic institution cooperates with a university, the school’s logo can be used as the advertiser’s profile picture to enhance persuasiveness. This has always been a good method.

The above methods are based on personal practical experience and are for reference only. The method may not be suitable for all industries, so it can be absorbed selectively. In fact, there are many methods of information flow, and any method that can produce results is a good method.

This article is just to share and exchange some information about account structure and optimization techniques. In information flow promotion, we know that creative materials and landing pages are very important. Later, we will continue to share with you the experience of Guangdiantong materials and landing pages. If there are any errors or omissions, you are welcome to correct them.

Author: Mubibai

Source: Mubibai