Summary of information flow advertising optimization techniques!

1: Bid

If the account is old and new products are to be uploaded, the price is generally slightly higher than that of old materials, so as to facilitate greater exposure; generally, the bid for large pictures is more expensive, and the bid for small pictures is lower; the bid is generally higher than the reserve price, or higher than the industry average price; the bid does not have to be an integer, and decimals can also be left; the price in the peak season is higher than the price in the off-season; the bid for iOS is generally higher than that for Android;

Adjust the bid, generally make small adjustments and avoid large fluctuations. If the bid is based on cpc, the price adjustment will be around 0.3 (0.3 or 0.5). If it is ocpm or ocpc, it can be adjusted between 1-3 yuan. Of course, it can also be larger, which mainly depends on the industry.

2: Budget allocation

No matter how many levels of bidding an account has, you can set a limited price at the highest level, and then the budgets of the lower levels can be set unlimited. For example, GuangDianTong has account budget and plan budget. After setting the budget for the account, no budget is set at the plan level. The same goes for other platforms;

The more information flow budget you set, the more traffic the system will allocate. If you have sufficient budget, you don’t need to set it.

If your budget is insufficient, you can have fewer plans and fewer creatives to focus on, for example, two plans, one for each creative, then the budget will be concentrated on these two creatives, and the traffic will generally be larger;

It is generally recommended not to make too many plans if you have a small budget. A plan can have several units, but it is recommended that each unit only corresponds to one creative idea. More focused, concentrated consumption;

You can also use a more manual method, without setting a budget, and keep a close eye on the account in real time, checking it every half an hour. If the budget is not enough, add more. If the budget runs too fast, adjust the time period. Make adjustments based on the budget, and never pause the plan (unit) or the idea;

3. Get volume quickly

Information flow is preloaded and needs to be buffered, so the rush can be faster. Generally, the rush starts at 5 am and 4 pm during the morning, mid-day and evening peaks.

If the budget is sufficient, you can also run it during the night. For example, the effect of Guangdiantong during the night is quite good. The longer the run time, the better the "rating" of the creative idea will be. You can even run it all day, but this depends on the industry.

If the budget is limited, focus on the evening, especially between 8 and 11 p.m.

Try to reduce time gaps as much as possible. It is "unfriendly" to the system to invest for one hour and not invest for another hour.

4: Balance

I invested in Sohu’s information flow before, and there was one time when I had a balance of more than 80, but I couldn’t spend it no matter what, so the balance of the information flow is also critical.

If the balance is less than the budget, it will generally have an impact on the effect. As for how big the impact is, it varies from industry to industry and from channel to channel.

If the balance is too low, the system will stop immediately, just like when I had less than 100 yuan in my Sohu information flow before, the system stopped immediately and I couldn’t spend it. So make sure you have enough balance.

When you have less balance, don't pause your plans (units) or creativity, it's better to adjust the time period. Once suspended, the system assumes that there is no money. Will it still allocate traffic to you?

5. Click-through rate

A higher click-through rate is not necessarily better, everything still depends on conversion. However, the click-through rate is still quite important. If the effect is poor, you need to optimize the click-through rate. Generally speaking, the title is more important than the picture, so put more effort into it. Especially for the registration-focused pages, the title must be induced to register and include relevant words;

Needless to say, the pictures must be high-definition, grand, and pseudo-official.

6: Resource selection

Three images and single images are preferred, and large images are selected if the budget is sufficient;

Choose the home page ad space first, and choose the detail page if you have enough budget;

Give priority to WAP advertising space, and choose app if you have sufficient budget. This is very applicable to Sohu information flow.

7: Directional first big then small

Directional investment should be large first and then small. It is recommended to start with general investment and then reduce the directed investment;

Automatic expansion can be turned on. Some platforms have intelligent optimization. You can try it in the initial stage. If it works, use it. If it doesn’t, turn it off. For example, GuangDianTong has an automatic expansion feature that can be turned on to test the effect.

Among all the data in the information flow, exposure is very important and is also the initial link, so we must strive for maximum exposure. After the optimization effect is achieved, we can then optimize interests or behaviors and start setting secondary targeting.

8: CTR and Bid

The information flow deduction formula is ECPM = click-through rate conversion rate bid * 1000, so three aspects need to be improved. The first is the click-through rate (ctr), which means constantly optimizing titles and pictures. The second is the conversion rate (cvr), which is mainly about the page. It is recommended that the page be updated frequently. Take me as an example, I have relatively many GuangDianTong pages. Trying different pages will help improve the results. Third, the bid can usually be slightly higher at the beginning, and then you can slowly lower the bid after optimizing the results.

Related reading:

1. Creative design and optimization techniques for Toutiao information flow ads

2. Tips for placing ads on Zhihu information flow!

3.What is the exposure mechanism of information flow advertising?

4. Information flow advertising algorithm mechanism: one formula applies to the entire industry!

5. Tips on how to place game information stream ads!

6. Summary of the experience of promoting and operating Douyin information flow advertising!