Information flow advertising plan template!

Recently a classmate asked me: How to write an information flow advertising plan ?

The purpose of making an information flow advertising plan is very simple, which is to help you sort out your thoughts and ensure that you will not be confused during the actual delivery. If you understand this, it will be very simple to write a plan for information flow advertising. You can just follow the steps below:

1. Project Analysis

If you want to do a project well, you first need to have a comprehensive analysis and understanding of the project, including what industry the project belongs to, what the initial daily budget is, what the cost (Party A) requires, and how to achieve such results.

Specific examples:
The Xxx project mainly focuses on tool apps. This plan takes the camera app as an example. The initial daily budget is 5,000, Party A requires a cost of 50, and the expected results are achieved in one week.

2. Old account analysis

The analysis of old accounts mainly focuses on its long-term and multi-dimensional aspects. First determine whether to invest in this account or change the account. If there are periodic fluctuations, check which dimensional positions, age and gender positions need to be optimized and determine the optimization direction.

Specific examples:
By collecting long-term data for one month through daily reports on old accounts, it can be seen that this account has not grown in volume for a long time, or its consumption is extremely unstable. It is recommended to change the account and re-invest.

3. Crowd analysis

The main population of this project can be directly analyzed based on the nine elements of population portrait: gender, age, region, occupation, interest, income, education, behavioral characteristics, and Internet access device.

If it is an old account, you can check it directly from the background. If it is a new account, you can use Baidu Index.

Specific examples:
The target audience is mainly young women (90%), aged mainly between 16 and 35 years old. They are a group of young people who are energetic, interesting, enjoy life, and pursue quality and fashion trends. Hobbies include watching movies, music, reading, traveling, shopping, etc. Geographically, they are mainly distributed in developed coastal cities and first- and second-tier cities in the mainland.

4. Channel Analysis

Determine which channels are suitable based on the characteristics of the product, project, and population portrait.

Common channels for placing information flow ads include: Baidu, Massive Engine, Guangdiantong, Massive Qianchuan, 360, Kuaishou...

Specific examples:
Based on the analysis of crowd portraits and competitors, we initially tested two channels: Toutiao and Guangdiantong.
1. Toutiao: Toutiao has a large volume and mature algorithms, but Toutiao tends to have more male viewers. It is recommended to target female viewers on Douyin, mainly first- and second-tier women. However, the cost is high and needs to be well controlled.
2. GuangDianTong: It has a large number of users and can accurately identify specific ages. However, the initial growth was slow

5. Page planning

If there is a page, we can analyze it and make modification suggestions; if there is no page, we can provide copywriting, material direction, and overall ideas and solutions.

You can go to several competitors' pages, capture their better homepage images or landing page content, analyze their color tone, details page, special selling points, and general selling points and write them down.

Specific examples:
Creative material direction: landing page of cartoon beauties, functions and gameplay, etc.: the header image takes over creative picture materials, 3-5 pages of beauties, fashion, fun and other elements;
Click on the app download page: icon, title, description, screenshots, positive reviews, downloads, etc.

6. Budget and Account Structure

You can make a mind map to figure out what the initial daily budget of the account is, how many plans you need to create, how many advertising groups you need to create, and how many creative ideas you need to create.

Specific examples:
1. Test Toutiao first, with a daily budget of 2,000. Test iOS and Android separately, and give priority to testing the Android version to run OCPM system recommendations + programmatic creativity
2. Create 3 new test groups (Group 1, Group 2, Group 3)
10 plans per group (batch review, single test), one plan per group, 5 programmatic creatives per plan Group 1: landing page download + Android + Toutiao ad space Group 2: landing page download + Android + TikTok ad space Group 3: direct download + Android + Toutiao ad space

7. Creative materials

It is recommended that you write a few pieces of copy, make a few good videos, or download a few videos of competitor research, and tell the client or superiors that they can make similar materials and the direction of the material output.

Specific examples:
Video delivery (after communication, provided by art production), copywriting
1. Beauty camera for young people, I recommend this one
2. How to take photos like an internet celebrity in just 1 minute? This camera is enough
3. Install this beauty app on your phone and you won’t have to worry about photo editing anymore

8. Early launch strategy

In the early stage, you can launch these dimensions, such as testing manual bidding first, write down the dimensions and cycles you want to do, and write down the entire logic of the account A/B test.

Specific examples:
If the budget is limited, first test the Android version of Toutiao, only targeting women, and the test period is 7 days

9. Expected results

Tell your superior or Party A how long it will take to achieve the expected results.

Specific examples:
The account may not be very stable in the early stage, but it will basically meet the customer's requirements (cost, download activation registration volume, etc.) after one week.

How to write an information flow advertising plan? The above is a complete process template. I hope it can help those friends who don’t know how to write an information flow advertising plan. Regarding “How to write an information flow advertising plan”, there are two more points I would like to remind you :

1) The purpose of the information flow delivery plan is to clarify ideas and solve problems, so don’t write a long-winded article, just be brief and to the point.

2) If you are going to show it to your boss or superior, you can just make a Word version. If you are going to work on a project, you need to make a complete PPT.

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