How to set up advertising accounts for Toutiao, Guangdiantong, etc.!

In information flow promotion, "modeling" is very important. If the model is good, it will be easier to achieve a good effect; if the model is not good, it will be a waste of budget.

Today I will share with you the daily account building strategy. The main points are as follows:

1. Four dimensions of account building

2. Strategies for building large, medium and small accounts

3. Account establishment practice

Four dimensions of account building

A reasonable information flow account must be able to understand its targeting method through the plan name and unit name.

This operation also makes it easier for us to analyze the data later.

1. How to divide the dimensions of planning levels?

The planning hierarchy is built mainly from four points: placement, product, region, time period, and bidding method.

Taking Baidu as an example, let’s look at the five dimensions of building a plan.

1. Placement

It refers to the advertising display platform owned by the platform.

Taking Sogou as an example, it can be divided into Sogou, Tieba, Alliance, and Preferred.

Just select the platform you want to broadcast on.

1. product

Just divide it into Product 1, Product 2, etc.

For example, tourism products can be divided into: Zhangjiakou, Yunnan, Beijing, etc.

Note: Different groups of people must place orders in different accounts! For example, one account may include both young children and high-income people.

So, you can launch multiple products, but the target audience must be single.

1. area

Regions are usually divided into three categories:

City level (first-tier, second-tier, other)

Only promote local

Distance

1. Time

It can be passed through or divided into time periods. There are two points to note when setting the time period:

When dividing time periods, it is not easy to divide them too finely, because the system will have a process of increasing volume. It can generally be divided into three time periods.

The time period with better conversion rate needs to be delivered one hour in advance. For example, if the best conversion rate is at 8 am, then you should start advertising at 7 am. Because the system has a process of increasing volume.

1. Bidding method

It can be divided into: CPC, OCPC, and you can choose according to the industry.

After determining the dimensions, we can name the plan according to the dimensions.

For example: 6.18-Mobile-Product 1-Key Region-Tongtou-OCPC

In this way, our later optimization will be more clear at a glance.

2. How to divide the unit construction dimensions?

There are two main dimensions of unit construction: directional approach and creative form.

1. Directional method

Generally speaking, targeting is mainly based on different interests. Platforms like Baidu also require the use of intent words.

For example:

Crowd interest + intent words

Crowd interests + industry terms

1. Creative form

There is actually no need to say much about creativity, as everyone knows it is mainly divided into large pictures, small pictures, three pictures, and videos.

But what’s important here is: what are the display volumes, click volumes, system recommendation volumes, etc. of different creative forms? The editor has summarized a picture for everyone to use as a reference.

The above is an analysis of the account building dimension. It is recommended to use a mind map to list the relevant dimension contents before starting to build, so that our ideas will be clearer when building the account later.

For information flow accounts, the dimensions selected for different budgets are different. Which dimension should be given priority? Which strategy should be preferred for increasing volume or decreasing volume? These are all very particular.

Strategies for building large, medium and small accounts

Generally, accounts can be divided into three categories according to the size of the account budget: large, medium and small.

Different budgets have different construction strategies, which is something we must pay attention to!

For example:

For a small account, the budget is generally 100-1000 yuan. You only need to choose one plan at the plan level, not too many, and you only need to choose one plan for the layout.

For a medium account, the budget is generally 1,000-5,000 yuan. 3-6 plans are built at the plan level, and 1-2 placements can be selected.

For large accounts, the budget is generally 5,000 yuan+, and 6+ plans are built at the planning level, with more options for placements.

Because of different budgets, we are bound to have some deviations in strategies. Let me first list the “promotion strategies for different accounts” of several platforms.

1. Baidu Information Flow

1. Today's headlines

1. GuangDianTong

In the entire process of information flow promotion, account building is only the first step, followed by material production and more importantly, data analysis.

Through data, we can verify whether our delivery logic is correct, whether the materials are attractive, and further clarify where the advertising budget is spent and how to optimize it next.

Related reading:

1. Case reference for setting up advertising account in education industry!

2. Practical skills for setting up a Baidu search promotion account!

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

4. High-conversion information flow account building routine, just use it directly!

5. How to formulate a strategy for overseas game distribution?