Toutiao search engine introduction and account establishment process

This article will share with you an introduction to Toutiao search engine and the account building process .

Q

A

Q1: Where are Toutiao search ads displayed?

Toutiao search ads are displayed on the search results page of Toutiao app (Toutiao and Toutiao Express).

Q2: When adding keyword wildcards to the creative title, how should the default keywords be filled in?

The default keyword refers to the original text part of the creative, for example, "XX brand, focusing on English online education", where "English" can be used as the default text. When the keyword is "Spoken English", the content seen by the user will be replaced with "Spoken English".

Q3: How to improve ad relevance?

By incorporating keywords into creative titles, you can effectively improve the relevance of ads to user search content, while also increasing the probability of ad winning and click-through rate.

Q4: How to choose between CPC plan and OCPC/OCPM plan?

a. Conversion bidding can automatically adjust keyword bids based on conversion goals, eliminating the trouble of frequent price adjustments; however, it cannot meet advertisers' needs for advertising on specific keywords (such as brand words);

b. Click bidding allows you to bid for each keyword, which has a higher degree of freedom in operation, but it cannot be optimized automatically. Advertisers need to accumulate data and optimize on their own.

Summary: It is recommended to make choices based on actual conditions. For example, when adding keywords in large quantities, use conversion bids; for identified high-conversion, high-competition keywords or other key words, use click bids to ensure more exposure.

Q5: How should I bid for the OCPM and OCPC programs?

It is recommended that the initial planned cost be set to 1.5-2 times the information flow cost. Search ads are different from information flow ads. A high price in the cold start phase generally does not exceed the cost, so you can bid with confidence.

Author: Massive Engine

Source: Toutiao