The process of setting up a Toutiao information flow advertising account!

This article will tell you about the process of setting up a Toutiao advertising account! Recently, a friend asked me, "There are too many creative ideas in the background, and it's a headache to manage them. What should I do?" Too many creative ideas? Management headache? In fact, this is all because the foundation is not laid well. Sometimes the simpler things are, the easier they are to be overlooked.

When we start to launch information flow, we always care too much about: "What is the information flow launch process?" "How should I write creative ideas?" "What should be the design logic of my landing page?" "..."

But few people ever ask: "How can I build my account to be more conducive to delivery?"

A refined account structure determines the high and low costs of our account. It can make us spend our money more efficiently by controlling traffic. At the same time, our subsequent bidding creativity, quality, landing page optimization, etc. are also based on this.

Before we learn how to build an information flow account, let’s ask ourselves two questions:

1. Under the same account, what variables should we use to distinguish different promotion plans and units?

2. What rules should we follow to name accounts more efficiently?

The information flow account structure is divided into three steps: promotion plan, promotion unit, and advertising creativity.

Plans represent people, units represent needs, and creativity represents demand points. Plans and units are almost fixed, but creativity is increasing day by day. This shows that a clear and manageable structure is crucial.

It will not only make your later data clearer, but also make the allocation of traffic and budget clear at a glance.

Based on years of optimization experience, it is recommended that you set it according to the following classification:

1. Promotion plan: differentiate by information streaming media, products, and target audience

2. Promotion unit: differentiation in the form of directional and creative pictures

3. Advertising creativity: Differentiation by segmented selling points

Let’s continue reading to learn how to do it.

Based on the above dimensions, we can build it like this. The following is for reference only.

1. Promotion plan

Use information flow to promote media, products and crowd segmentation, and use the symbol "-" to distinguish the three dimensions

Example: Sogou-Travel-Brand Group

If there are separable sub-dimensions in the same dimension, it is recommended to use "*" to distinguish them.

Example: Sogou-Beijing, Shanghai, Guangzhou*Island Tour-Brand Group

2. Promotion unit

Segmented targeting methods (interest + keywords) and image format naming

Example: Travel - Single Image

3. Advertising creativity

Named after the selling points

Example: Bali prices

If there are personalized needs, they can be reflected in the business lines at the planning level.

Example: To focus on promoting island tours in Beijing, Shanghai and Guangzhou, the business line is: Sogou-Beijing, Shanghai and Guangzhou*Island Tours-Core Groups

With the above presets, you can easily manage thousands of information flow ideas and manage your account according to customer needs at any time.

For example.

1. A furniture manufacturer used to advertise on Sogou to sell sofas, and now wants to launch an attack on the new market of tables. In this case, it can create a new promotion plan of "Sogou-tables-brand loyal groups" to centrally manage creative ideas related to tables.

2. An accounting training company discovered that the reason why the promotion of "CPA training" was not effective was that the targeting strategy of "25-34 year old men" was inaccurate. Then you can search for relevant promotion units by population and try to change the targeting to "25-34 year old women".

A good account structure name must be like a book catalog, which can be searched and managed according to the name of the plan and unit.

Therefore, when building, we must follow the following three principles:

1. Easy to find: The naming logic of advertising plans and promotion units is clear and can be clearly distinguished

2. Avoid duplication: Avoid duplication in naming advertising plans and promotion units.

3. Fixed format: advertising plans, promotion units, and advertising creatives are named in a fixed format

After reading so much, let’s take a real scene to practice it.

Suppose a ticketing company wants to focus on promoting a music festival recently and attack the following three markets respectively:

1. People who want to travel on May Day

2. People who like music festivals

3. People who like music festivals and like brands

If it were you, how would you build the account structure?

The above answers are for reference only. As long as the account can be easily retrieved, you can build it according to your own logic. In order to quickly optimize and manage your account, it all starts with these details. So-called success lies in details.