Tencent advertising account building skills sop

Next, let’s discuss the creative logic and review rules commonly used in Tencent’s backend.

1. Common construction logic of advertising groups

First of all, we will analyze the client's product selling points, promotion goals, customer background analysis, business situation, target audience, etc., which can be roughly divided into four directions: product, region, activity, and material. The products are more suitable for the e-commerce industry, such as cosmetics, liquor, etc.; the regions are more suitable for local life services, such as housekeeping and stores; the activities are more suitable for discounts and promotions, such as special offers on Chimelong tickets, Halloween parties, etc.; the materials are more suitable for product promotion, with a large amount of material output and a single product, such as Guotai Liquor, etc. In fact, the planning logic is similar to that of search, and the techniques are the same.

The following figure shows e-commerce and local customers:

2. Common construction logic of advertising plan

According to the customer's product selling points, promotion goals, customer background analysis, business conditions, target audience, etc., choose the appropriate goals in the construction plan for construction

Advertisement position: Different ad positions have different creative common forms, material sizes, and traffic conditions. During the delivery period, these are used to differentiate traffic and deliver, which helps to refine operations.

Bidding method: There are two bidding methods: CPM and OCPM. Different bidding methods obtain different traffic and have different costs. For different customers' delivery needs, choose a matching bidding method. Analyze the specific situation. For example, if the customer is running exposure, it is recommended to choose CPM bidding method.

Targeting: Different targetings cover different groups of people. The basic targeting we usually refer to is called Roca (including age, gender, region, behavioral interests, etc.). The more detailed the targeting is, the higher the quality of the delivery may be, but the relative bid will also be higher, so make adjustments based on the specific situation.

Materials: Different materials and different copywriting will produce different effects and costs. The same material but different copywriting will also produce different results. During the delivery process, we can make appropriate adjustments and do a good job of data tracking.

3. Commonly used creative construction logic

Design suitable materials and copywriting based on the delivery link, product features and selling points, target groups, etc.

Title: Write different copywriting, and use the background copywriting assistant to write, which will meet the user's attention and grasp the user's needs. This method will add value to the effect.

Materials: Different materials and different copywriting will produce different effects and costs. The same material but different copywriting will also produce different results. During the delivery process, we can moderately adjust, conduct AB testing, and do data analysis

Auxiliary copy: This is written based on product selling points and crowd analysis. Auxiliary copy can increase the click-through rate of creativity and stimulate user clicks.

Functional components: Enriching suitable functional components can increase user trust and help creativity improve results

4. Review common issues

Material review time?

Advertising review, for both adq and mp accounts, will generally be reviewed within 24 hours on weekdays and within 48 hours on weekends and holidays. If there are no special circumstances, most creative ideas will be reviewed within 12 hours. However, some cases are reviewed within 2 hours. It depends on the arrangement of the reviewer.

Why is the idea rejected again after passing the review?

Tencent Ads Review and Production, in addition to reviewing newly submitted or modified ads, will also conduct a second review of ideas that have already passed the review to check for omissions and fill in the gaps. If during the second review, it is found that the idea or copy, or the landing page does not meet the review requirements, the previously reviewed ads will be removed from the shelves.

What should I do if my material is rejected?

If you have any objections to the review results and need to trigger a re-review, you can provide the account ID and advertising ID, seek feedback from the media's pre-reviewer, and request a re-review. If you don't understand why your application was rejected, provide your account ID and ad ID, and feedback to the pre-reviewer. They will ask you why your application was rejected, and then submit your application after you have made the changes.

The above is all my sharing on: A must-read for newbies | Tencent account building skills sop. Friends who are interested can digest and absorb it. This article is for reference only. Please optimize and adjust based on the actual situation of your account.