Tencent advertising skills and common problems!

This article shares with you some difficult problems and answers that are easy to encounter during the WeChat advertising & Tencent News/Tencent Video advertising game delivery process, and helps you to achieve explosive growth and keep your flag steady!

PART 01

10 questions and answers about WeChat advertising games

Q1: On the WeChat self-service advertising platform, can advertiser accounts check historical accumulation?

A: Yes, when estimating the competitiveness of new ads, we will refer to the conversion data of historical ads and accounts.

Q2: oCPM costs fluctuate greatly, how can we optimize it?

A: First, observe the costs for three days in total. Second, do not adjust the ads too frequently. Third, go against the fluctuations in costs: when costs are about to rise, lower the bid a little; when costs are about to fall, increase the bid a little; if the fluctuations exceed expectations, you can turn it off.

Q3: How to solve the problem of difficulty in increasing the volume of new ads for new accounts on WeChat’s self-service advertising platform?

A: We recommend testing the game’s creatives, targeting, and bidding, optimizing the account’s conversion data to the market average, and then creating more ads to increase sales.

Q4: Generally speaking, how many plans should a new account create? Will there be competition between the same accounts at different resource positions?

A: The number of advertising plans depends on the game and the demand for traffic. Competition mainly depends on the overlap of the targeted groups.

Q5: The paid data of an advertisement is good, but it declines after running for a few days. Can automatic expansion be used?

A: It is recommended to enable automatic expansion before the recession.

Q6: Which of the following will affect the planning model: adjusting the planning budget or the advertising budget?

A: There is a certain degree of impact. When your advertising volume reaches about 60% of your budget, it will be subject to the current advertising exposure limit.

Q7: Why does the plan crash after automatic expansion is enabled after the planning data model is stable? How can we use expansion to achieve more stable results?

A: The user quality is unstable and does not meet expectations, which will result in a certain decrease in conversion rate. When expanding the game, it is recommended that you check some non-breakable targets such as age and gender.

Specific cases require specific analysis. In addition to stabilizing advertising data, expansion also requires consideration of targeting issues.

Q8: Are there any suggestions for increasing the volume of small games through self-service WeChat advertising?

A: The distribution of mini-games is mainly in the form of banners, focusing on light mini-games; heavy mini-games will also be distributed to Moments, official accounts, and incentive videos. Resources: Mini program banner accounts for 40%, incentive videos account for 40%, Moments and official accounts each account for 10%.

From the perspective of the starting volume and type: for light games, it is recommended to use oCPA to place them in the mini program banner and match them according to targeted needs;

For heavy mini-games, the main resources are incentive videos, Moments and official accounts. In addition to the existing registration oCPA, paid oCPA and next-day retention oCPA will be gradually opened. It will be launched at the end of August, excluding marketing and conversion users of mini-games.

Combining mini-game targeting with oCPA capabilities, multiple ad slots are combined for delivery.

Q9: After the plan is running, if the budget is directly increased from 1,000 to the highest value that the system can set, will there be any impact?

A: It is not recommended. Setting it to the highest value may squeeze out other plans running in the account. Three to four times is enough.

The actual advertising budget is related to the account balance, other advertising budgets in the account, and the advertising consumption rate.

Q10: When labels and keywords are mixed in the behavioral interest targeting system of WeChat self-service advertising, will the system only run based on the total population covered or will it give priority to the keyword population?

A: We will not prioritize keyword groups, but will target and reach people according to the system and the people we compete with.

PART 02

10 questions and answers about Tencent News/Tencent Video advertising

10 questions and answers about the traffic distribution of Tencent News/Tencent Video Advertising (hereinafter referred to as XS Advertising).

Q1: In XS advertising, is there any difference between using the new version of the fused specification position and the old version of the split specification position? Which is better, new or old?

A: There is no difference in the traffic itself. The fusion specification just merges the old specifications together. When placing an order, you can choose based on your own manpower and resources. If there is a need for refined operational delivery, you can choose to split the specifications. However, delivering integrated specifications can solve the problem of difficulty in increasing volume to a certain extent, and is also a future development trend.

Q2: In XS advertising, the fusion specifications seem to combine several positions with the same specifications together. Will the fusion specifications be used to project to several positions at the same time? If you select both video and news on the new version of the delivery terminal, all traffic will go to Tencent Video. Is there any way to filter it?

A: Yes, there is a chance that it will be exposed in several locations. When placing an ad, you can also choose Tencent News/Tencent Video and place an ad in one of the ad slots.

Q3: In XS advertising, the click effect of a certain material tested for the first time was good, but it failed to explode. Should this material be optimized later, or should new materials in the same direction be created?

A: There may be a problem with the orientation. It is recommended to continue optimizing the material and adjust the orientation for testing.

Q4: In XS advertising, when using payment as the target to increase volume, the quality of paying users is unstable. Often there is payment on the first day, and all the payments on the second day are first-time recharges. Is there any way to stabilize this situation?

A: The payment rate can be increased through double bidding or paid oCPA. The payment amount cannot be optimized in the model at present, which requires accurate feedback from advertisers.

Q5: In XS advertising, the video and large picture have some stable plans, but the user activity fluctuates greatly from day to day. For example, it is 35 on the first day and 12 on the second day. How can this situation be avoided?

A: As for the problem of game retention, it is currently difficult to optimize through advertising, but it can be optimized by adjusting the game content, such as adjusting the gameplay and strengthening the guidance for novices.

Q6: The exposure of XS ads’ splash screen ads is extremely unstable, and the paid results fluctuate greatly. What is the reason for this? Is there any solution?

A: Because the inventory of splash screen ads will be affected by the contract ad lock, there is a possibility of certain fluctuations in the inventory and population of bidding ads. It is recommended to adjust the directional range in time when the exposure drops.

Q7: How long is the life cycle of an XS advertising plan? How to extend the life of the plan?

A: Ads with high click-through rates and stable running volume will last about 10 days. The general life cycle of an advertisement is 5-7 days. To extend the life cycle, it is necessary to make timely adjustments to the materials and targeting, while appropriately increasing the bid when exposure declines.

Q8: In XS ads, are the first tested materials designed to be as close to the gameplay or graphics as possible? If this is the case, the delivered material will not have enough highlights and the click rate will be relatively low. But using cool assets from the beginning doesn't quite fit with the game. What is the appropriate way to deal with this situation?

A: When making materials, you need to consider both traffic and the characteristics of the game itself. If the game has highlights in gameplay or art, they can be used as the primary highlighting element, and comprehensive material design should be carried out in combination with the preferences of traffic groups. Finally, through scientific material AB testing, we find the optimal material type for different traffic flows and continuously optimize it.

Q9: In XS advertising, if the fluctuation of the plan during the learning period affects the bid by several times or even ten times, what is the difference between oCPM and CPM in this case?

A: oCPM will slowly build a learning model based on the accumulated activation volume, and the subsequent costs will become closer and closer to the set bid. However, CPM has no learning function, and the effect will always fluctuate.

Q10: What is the average bid for Android XS videos now? What is an appropriate initial bid?

A: For general medium and heavy games, the recommended bid for video specifications is between 70 and 80. In the early stages of delivery, you can get more exposure by optimizing click-through rate within the bidding range.

The above is what I shared with you this time, the troubleshooting of the Tencent WeChat & Tencent News/Tencent Video advertising game delivery process, I hope it can help you!

Related reading:

1. Basic procedures for opening an account for Tencent advertising!

2. How to obtain an invoice for recharging Tencent advertising? Invoice application guide!

3. On which platforms can Tencent social advertising be placed? Introduction to Tencent advertising resources!

4. How long does it take to review the account opening for Tencent Advertising? How to check the account opening results?

5. Tencent advertising effectiveness evaluation: key data indicator analysis!

6. Qualification requirements for advertisers to open an account on Tencent Advertising!

Author: Tencent Advertising Game Marketing Service

Source: Tencent Advertising Game Marketing Services