How to build a reasonable advertising account structure?

Some people may ask after seeing this topic, the account structure does not directly affect conversion and traffic, so just set it up casually. Is it necessary to discuss how to build it with such a big fuss? But is this really the case?

We can think about this in combination with the existing cases at hand. For example, to review the advertising campaign on Bytedance, do we need to know clearly which products we invested in and in which regions? What orientation was used? What creative ideas were used... a series of questions, but isn’t it cumbersome to check the advertisements one by one?

At this time, if you build an account structure in advance that is more conducive to our viewing of delivery data, these problems will be easily solved.

Next, let’s focus on the importance of building a reasonable account.

1. Why should we build a reasonable account structure?

• Necessity 1: Building a healthy and orderly account will help with advertising management and establish a good order foundation for subsequent account optimization.
• Necessity 2: It can refine the delivery strategy and improve the delivery effect.
• Necessity 3: A clear creation idea can save time and detect and handle problems in a timely manner.
• Necessity 4: It is convenient for data statistics and analysis, and can clearly compare test results.

2. How to build it? 5 key points to note

Since there are so many advantages, how should we build it?

Now, let’s sort out the operation process of advertising optimization, which is divided into 7 steps:

1. Account structure planning;
2. Create ad groups;
3. Create an advertising plan;
4. Create advertising creatives;
5. Advertising;
6. Report analysis;
7. Advertising optimization.

Although it looks simple, there are still some key points to note. Next, let’s take a closer look at the key points in the specific account building process.

1. Before setting up, you must first consider the overall account structure planning

Before using the Bytedance advertising platform, we need to know what products we want to launch, the ideas for building advertising groups and advertising plans, how to build advertising creatives, from which dimensions to think, etc. Then we will work on the advertising creative. After completing these operations, we can start advertising.

Delivery data will be generated during the advertising delivery process. In order to obtain better optimization results, we need to analyze these delivery data. Based on the results of data analysis, we will then provide feedback to optimize our advertising. In this way, we can continuously improve our account and creative delivery during the account building process.

I would like to emphasize here that there are certain scientific methods to follow when setting up a Bytedance account.

2. Be familiar with the functions of each module

1) Promotion management

In the promotion interface, you can create and modify advertisements.

An advertising account consists of three levels: ad groups, ad plans, and ad creatives; ad groups manage ad plans, and ad plans manage creatives.

2) Report section

It can display the account's promotion data, monitor and analyze the data through data reports, and adjust and optimize advertising based on the data.

3) Financial section

Query and verify account flow.

4) Tools section

Auxiliary account optimization tools are divided into 6 categories: account assistance, targeted assistance, creative assistance, optimization assistance, planning assistance, and open platform. You can choose the appropriate tool according to your delivery needs.

5) Account management

It includes account-related information, message center, homepage association, and preview binding. Through this module, you can manage or modify account-related information, view messages, conduct public verification, or set up ad previews, etc.

3. Understand the basic structure of an advertising account

An account contains three basic levels: ad groups, ad plans, and ad creatives. It supports multi-creative delivery. An ad account can contain multiple ad groups.

• Ad groups mainly manage promotion purposes and budgets. Up to 500 ad groups can be created in one account.
• Advertising plan, mainly manages targeting, bidding, delivery time, and budget. Up to 500 advertising groups can be created in one group.
• Advertising creativity mainly manages advertising positions and advertising creativity. Up to 30 advertising creatives can be created in one plan.

An ad group can contain multiple ad plans, and an ad plan can contain multiple ad creatives.

4. Specific account building ideas

Before setting up an account, we need to analyze the advertiser's promotion goals, company status, product features and industry conditions.

How to understand it?

1. We need to clarify the client's promotion purpose, promotion goal, promotion demand, and clarify the promotion purpose, placement location, and platform based on the client's needs.
2. Based on the revenue of the company's different product lines and the cost performance and budget of other promotion platforms, we can clearly define the promotion categories. This will help us allocate budgets and bids after setting up the account.
3. We need to help adapt creativity and targeting based on product positioning, selling points, and audience characteristics.
4. Form differentiated marketing based on competitor characteristics, boutique selling points, and copywriting direction.

After analyzing the advertiser's promotion goals, company status, product features, industry conditions, etc., you also need to choose a construction method that is suitable for the advertiser. Is it built according to the material form? Or is it built according to the advertiser's products? There are some skills in building it according to the delivery area or delivery time. In general:

• Choose to build in the form of materials, which is suitable for advertisers with relatively simple products but strong material production capabilities;
• The product-based one is suitable for advertisers with a wide range of product types.
• Choose to build for the delivery region, which is suitable for advertisers whose business has obvious regional characteristics;
• Choosing to build according to the delivery time is suitable for advertisers with more frequent brand activities.

Next, we will list several common account structure examples.

The first case is a gaming client, which is qualitatively divided based on the delivery platform and advertising format.

First of all, when customers launch their app, they have download requirements for both iOS and Android. The customer actually made a detailed distinction between iOS and Android, divided into iOS videos and iOS pictures, Android videos and Android pictures.

In the iOS video, he conducted a detailed review and built an advertising plan based on interest targeting, interest keywords and DMP population packages. In the process of building the plan, he conducted A and B tests in different dimensions based on interest targeting, testing men aged 18-50 and men aged 18-50 regardless of gender to see which gender would be more suitable. In this way, the dimensions were much clearer during the construction of the advertising plan.

In fact, we can be flexible in the setting of ad groups, such as placing fixed positions that need to be tested in the ad group position, and placing flexible positions that need to be tested in the ad plan dimension.

The second case is a photo album APP, which is divided according to the user usage scenarios and the advertising plans are divided according to the materials and targeting. In fact, this is mainly for advertisers with more usage scenarios.

The last case is a group buying app. This is quite special because the client actually has strict requirements for the placement in a city and region. Therefore, when setting up, he set it according to the region, and the advertising group was also set according to the region; the advertising plan was set according to single products and activities, and single products were divided into fruits, snacks, grains and oils. The activities were divided into one-yuan purchases and new user benefits.

Therefore, it is still necessary to build it reasonably according to your actual needs.

5. Think carefully when it comes to numbers

It should be noted here that the daily budget of the advertising group cannot be less than 1,000 yuan, and the budget modification range cannot be less than 100 yuan. This must be taken into consideration in actual operations.

When delivering ads, you should choose a reasonable delivery method based on cost. If your budget is very limited and you just want a very low cost, it is recommended to give priority to low cost. If you want to prioritize volume, then maximize the efficiency of volume. If you want a balanced delivery, then try to consume the budget evenly to avoid sudden increases in traffic.

That’s all I have to say about how to build a reasonable account structure on Bytedance. After all, no matter how many tips you have, you still have to practice step by step. I hope everyone can build a scientific and reasonable account structure!

Author: Lanqiao Yiqi

Source: Lanqiao Yiqi