Promotion effect is unstable? Account performance optimization method!

While promoting information flow, the effect suddenly dropped and the cost continued to rise. Without a correct optimization idea, the account effect has been unstable, sometimes good and sometimes bad. I don’t know where to start.

In the daily delivery of information flow advertising, we often encounter fluctuations in account performance. It is no exaggeration to say that fluctuations in account performance are the most headache-inducing problem for every optimizer.

In fact, the answers to these questions are hidden in the account data, it just depends on whether you can find it. So today we will analyze the fluctuations in account performance from a data perspective. There are three situations in which account performance fluctuates:

▲ The effect suddenly decreased

▲ The effect is sometimes good and sometimes bad

Long-term costs

The effect suddenly decreased

First, we need to analyze the decline in effectiveness caused by objective factors, and then the analysis methods of the O series and cpc/cpm should be distinguished.

1. O series

What is O series? ocpc, ocpm and cpa, a series of bidding methods optimized through account autonomy, is called the O series. This situation is more common in the O series: the account is stable for a month or two, and then the performance suddenly declines.

In this case, it is recommended not to change the account first. There should be at least a 3-day observation period . If the effect still does not improve, you can start to make adjustments, first adjust the creativity and then change the page. Because after ocpc has been promoted for a period of time, users will have aesthetic fatigue, so it is necessary to change the materials to attract users' attention again.

2. cpc/cpm

The main factors affecting CPC are industry competition, bid price and CTR. When the number of competitors increases, everyone will inevitably increase their advertising bids in order to grab more traffic. At this time, the competition from competitors and the increase in their own bids will lead to a significant increase in CPC.

The effect is sometimes good and sometimes bad

According to a survey, 50% of students will encounter this situation. When the situation is sometimes good and sometimes bad, we need to find the good points and optimize the bad points. Generally, the instability of the page and the broad and inaccurate traffic will lead to unstable results.

1. Broad targeting and unstable traffic

Just like what we said about bidding, if the entire account runs widely, the words brought in every day will be different, and the effect will definitely be unstable. For example, if I offer CPC, with no restrictions on targeting and intent words, and only limit the region and age, then the traffic that comes in every day will be different, and I won’t even be able to perform data analysis.

So don’t open all of them. At least limit each unit to one or two interests or even add a group of words to test the traffic of these words. Only then will the subsequent optimization and adjustment be effective. Don't worry about not being able to achieve the desired volume due to too strict restrictions. Building ten well-detailed plans may result in a larger volume than building one plan with no restrictions at all.

2. Too narrow targeting and too little consumption

If we spend dozens of dollars every day, bid high but get few clicks, the traffic we attract will be unstable, resulting in inconsistent results. If the budget is small, it is recommended to promote the information flow in conjunction with bidding.

For example, only promote brand words in Baidu information flow to expose the brand; or promote some large common words, which is equivalent to the broad traffic of bidding, and the display volume of information flow is even larger.

High long-term costs

The first phase of OCPC will have a traffic testing phase, and there will be long-term high costs, which may last for one or two weeks or half a month. This is a normal situation and must be kept within three times the expected cost.

For example, if the budget is 50 and it reaches 100, that is normal. After entering the second stage, the cost can basically be maintained at around 5.60. If it exceeds three times, and the cost of 50 rises to more than 200, then you can consider redirecting and creating a new plan and start over again.

If it is CPC, you need to analyze the account report and optimize the details . For example, word reports and interest reports can be analyzed step by step from units to creativity, from broad to detailed, to see where the poor traffic is spent, so as to abandon it and run other traffic.

Finally, some words

The above are three situations in which account performance fluctuates. Unlike big searches, information flow advertising requires more refined management. Clear thinking logic and correct optimization ideas are necessary and sufficient conditions to ensure accurate and efficient advertising.

Generally speaking, when an account is abnormal, we can:

Step 1: Compare and analyze with previous delivery data to understand which part of the data has problems; Step 2: Find out the factors that affect this part of the data; Step 3: Develop corresponding optimization strategies based on the factors and implement them.

Of course, when it comes to information flow promotion, there is definitely more to it than just "account performance fluctuations". There are also channel analysis, targeting techniques, promotion strategy formulation, creative landing page optimization, data analysis, promotion conversion techniques , etc., even including how to steal competitors' landing pages, of course this is a secret.

However, there is no doubt that a good learning method can help us achieve more with less effort!

Author: Pei Xi

Source: Houchang College