Look! Here is an analysis of the advertising placement of Qutoutiao!

As a rising star of Toutiao, advertisers certainly cannot miss this wave of traffic dividends. So what is the tone of this platform, what industries is it suitable for, and how operational is its backend? We have to question these.

First, let’s take a look at the users of Toutiao’s advertising platform. Most of them are between 18 and 40 years old, with a male-to-female ratio of 3:7, and most of them are female users with purchasing power! Users are basically concentrated in third- and fourth-tier cities.

The main advertising campaigns of Qutoutiao’s current clients have achieved good results, with the larger ones including: freckle removal, acne removal, body odor, cosmetics, tattoo/eyebrow tattoo removal, fishing, etc. The basic click-through rate for such customers is around 8%, and the cost per click is around 0.4.

Two major sections of Qutoutiao

Qutoutiao is divided into two major sections: information flow advertising and interactive advertising. Information flow advertising is the most content-like advertising, while interactive advertising is a way of packaging advertising content into user rights and benefits. Users obtain these rights and benefits through interesting interactive interactions and complete the entire advertising process. The figure below shows the delivery format of interactive advertising.

The number of fans attracted by information flow advertisements is relatively small, but the quality of fans is higher. Interactive advertising attracts users through rewards, and the number of fans is large, but the quality is poor. For these two forms of advertising, optimizers need to weigh the actual advertising effects before placing them.

Background delivery analysis

The backend of Qutoutiao can generate monitoring codes, which include not only the number of successful loads, but also the number of users who have engaged in the behavior, length of stay, etc. These data can better monitor and optimize the conversion effect of landing pages, thereby obtaining the direction of optimization.

When the landing page conversion effect is not good, Qutoutiao has a very useful tool that can monitor the quality of the landing page. It will detect the size of the server space occupied by each component of the landing page and the length of time it is open, making it easier for designers to optimize the page.

The backend of Qutoutiao will score the performance on the platform yesterday based on dimensions such as unit targeting settings, bidding, and creative performance. The higher the score, the more traffic you can get. When allocating budget, we can allocate more to units with higher scores.

If you want to improve the quality of traffic during the delivery process, you can use the intelligent optimization function in the background of Qutoutiao. After the new unit has been launched for 1-2 weeks and has accumulated 20 conversions, you can set up intelligent optimization. The system will match the traffic that meets the conversion requirements based on the conversion situation, such as customers who have added fans and registered through the form.

Setting smart optimization will filter out some volumes that do not meet conversion requirements. It is recommended to set it to 0.2-0.3 for observation in the early stage, and then adjust the smart optimization value and bid according to the conversion cost and magnitude. If you choose smart optimization, it is recommended to release other overly narrow targeting to avoid the situation where the traffic is too little and the user cannot escape.

If you ever find yourself unable to log out of your account, you can click here to check the situation. These functions are really useful!

The platform will analyze the traffic situation of the previous day and give suggestions in five aspects: traffic, average CTR click-through rate, average click price, average CPM price and targeting.

If you can't think of any creative copywriting ideas, there is a material library in the background for reference, and each case is rated for quality. The higher the score, the more useful it is.

To sum up, the backend of Qutoutiao has set up many functions for operational optimization. From material production to landing pages, and then to the entire process of operational delivery, there are corresponding tools to assist in optimization. It is a highly operational platform. Currently, Qutoutiao is still a new channel with relatively low competitiveness. We recommend that advertisers who are looking for new channels give it a test drive.

Related reading:

1. Qutoutiao advertising: Category II e-commerce products have the best conversion effect!

2. Qutoutiao advertising cases and advertising forms, advertising effects!

3. Data reference for 11 categories of second-tier e-commerce on Qutoutiao platform

4. Qutoutiao information flow ads, splash screen ads | Qutoutiao advertising platform

5. Qutoutiao advertising, promotion platform | Qutoutiao agent

6. What is the advertising price and billing method of Qutoutiao? How much does it cost to place an advertisement?

7. How to make an advertisement for Qutoutiao and open an account for promotion | Qutoutiao promotion agent

8. Qutoutiao’s advertising advantages and marketing promotion effects