10 strategic indicators on how to quickly increase the volume of advertising!

This article will introduce in detail the specific operational details on how to quickly increase the volume . It is absolutely super easy and the experience gained from practice has been proven to be effective. I hope you can spend more time to carefully read the secrets and you will definitely gain something.

This method was taught to me by my leader, and I enriched it on the original basis without taking credit for myself.

▋ Background

This article quotes an important branch of economics called " Game Theory ", which was proposed by John Nash and is also known as the Nash equilibrium theory. The most classic case is "The Prisoner's Dilemma". Friends who don't know about it can first learn about this theory to facilitate my understanding of the following introduction.

Extended Notes:

Due to the non-publicity of the official algorithm and the larger number of participants and indicators, Nash equilibrium cannot well explain the dynamic game process of multiple indicators. From a more rigorous perspective, we need to refer to the theory of "Incomplete Information Game" for analysis.

In our actual advertising, the mechanism game between pitchers and the media is also a game of incomplete information. It is impossible for you to know your competitors’ advertising strategies, so we must adopt the best strategy for us to win in the advertising and obtain more traffic and users.

(Game model)

Table explanation:

The table above represents the operating techniques of two pitchers (Pitcher A and Pitcher B) during pitching. Of course, it is impossible for there to be only two people in the actual pitching process. For the convenience of analysis and discussion, it is abstracted into two people.

Detailed explanation

time:

As we all know, the cold start time of a plan (Toutiao) is 30-60 minutes. If you start advertising one hour earlier than your competitors, your plan has passed the cold start and entered the display consumption stage. It will be difficult for your competitors to compete with your plan that has already been released. This is the optimal strategy.

On the contrary, if your plan has not produced enough volume, please try to start running at 0:00, if your own server allows it and your competitors do not have full-day delivery.

bid:

(Toutiao) weights are allocated based on plans, and bidding operations are also performed at the plan level. Toutiao will give priority to high-priced plans by default. The best strategy is to offer an acceptable high price.

1. If you have a rough idea of ​​the CPA price of your product, if you want volume, please bid higher than the price required to get an A, then you will have a chance to get volume.

2. If you don't know the price of your A, please make a tiered bid when creating the plan, with each plan increasing by 5-10 yuan, to explore the bids. After the exploration is completed, you can adjust based on this price.

3. If you are already behind and your plan does not have volume, please bid a high price to grab volume, or bid according to the recommendations given by the delivery.

Note: Try not to adjust the bid again within 30-60 minutes after adjustment as the model is being recalculated.

Directional:

If the registration rate, payment rate, retention rate, LTV and other indicators are acceptable, please relax the targeting as much as possible. Broad targeting is definitely easier to produce volume than narrow targeting. Broad targeting is the optimal strategy.

If you have no volume because your targeting is too narrow, please copy a new plan and relax the targeting. Do not relax the targeting on the old plan. The model has been formed and there is little point in relaxing the targeting.

Budget:

1. However, the recommended budget setting is 10,000 yuan. It is not recommended to set it too high, as this will cause the CPA unit price to be too high. If the budget is too low, it is better to set it to 1,000, as it is generally difficult to increase the volume.

2. After setting a starting budget of 10,000 yuan, if the registration unit price is acceptable, gradually increase the budget and the effect of increasing volume will be obvious.

3. If the budget you set is too low and the volume is not increasing, it is recommended that you copy a new plan and set a reasonable budget.

Material quality:

Toutiao will give weight to high-quality materials. Toutiao has not announced the algorithm to the public. I have verified in practice that the same high-quality material can easily increase the volume when posted on different accounts. Using high-quality materials is the best strategy.

Therefore, it is necessary to test the performance of different materials more frequently before launching them, find high-quality materials, and copy them.

Number of ideas:

In the same type of advertisements, there are more than four-digit creative ideas competing. How can your own idea stand out? It all depends on probability. I have verified that the same material has different performances in different accounts, so adding more creativity is the best strategy.

Number of accounts:

Toutiao gives each account an initial weight by default. This specific weight is not announced by Toutiao, and there is no visible indicator to measure it. I have personally tested it and found that when the same material, targeting, budget settings, etc. are used, the performance of different accounts varies greatly. Some can achieve a large volume, while others cannot even survive a cold start. Therefore, multi-account testing is the best strategy.

Optimal strategy combination: multiple accounts, multiple creative ideas, multiple budgets, broad targeting, high bids, and early time

At the end of the article, more managers in the past could see and pay attention to the following part.

Through the discussion with Aiqi’s fan “兟甡” on “The Value of Single Traffic”, I was deeply inspired and the credit for the latter part should go to him. This part needs to be handled at the management or even company level.

1. Multiple company names

In order to give all companies equal opportunities to compete, Toutiao controls the frequency of company headlines to prevent small companies from not getting enough volume. The operation method of all large companies is to open many headline accounts to place advertisements, which can effectively increase the volume. I have practiced it and found that if a company headline has never placed similar products, it is easier to increase the volume.

2. Multiple qualifications

This is a suggestion from Mr. "兟甡". Multiple qualifications need to be coordinated with multiple companies to more effectively break the frequency control and achieve the goal of explosive volume.

3. Multiple appids

This suggestion came from an internal sharing session of Toutiao, and many companies have put it into practice. It is very effective in breaking frequency control and then increasing the volume.

@"兟甡"

Please experience and verify the above 10 strategic indicators repeatedly. If you use various techniques in a dynamic way, you will definitely gain a lot. Skills are important, but diligence is more important.

Of course, there may be other more effective methods and techniques that I have not touched upon. I hope to receive more excellent suggestions to make our work simpler and more efficient. I would be very grateful.

Author: Kong Xiangpo

Source: Aichisem