A case study for setting up advertising accounts in the education industry!

In the first half of the year, various segments of the education industry gradually entered the key marketing nodes of the year. The industry is facing an increase in customer demand and increased willingness to demand during the peak season. At the same time, there will be problems such as more intense industry competition and increased lead costs. How to accurately acquire the target population, reduce costs, and increase line shrinkage? This article will reveal it to you.

Education Industry-Account Building Strategies and Case Studies

Account setup

Account building principles

Create promotion plans and units according to ad slots and templates, sort out promotional business and corresponding targeting functions, and use promotional business-ad slot-template-targeting-time as the advertising naming rules. A standardized account structure facilitates analysis of delivery effects and facilitates account management.

* Budget allocation

Set a budget based on the courses you want to run, the number of ads, the targeting dimensions, and the bid;

According to the planned amount of materials to be released, a reasonable budget is set for the course conversion cost to ensure that each creative idea has sufficient opportunities to be expressed; and the planned daily budget should be higher than 200 yuan, and the initial budget should be set as high as possible. The consumption progress should be monitored in real time, and it should be manually paused after reaching the consumption target, so as to accumulate better quality for new materials;

* Delivery period

The regular delivery period is from 7:00 to 24:00. Customers with sufficient budget can consider delivery during all hours.

When setting the delivery time period, the working hours of the back-end sales staff should be taken into consideration to ensure the timely follow-up of the leads;

In terms of equipment budget, the traffic trends of PC and mobile terminals have their own characteristics. The traffic peak of PC terminal is in the morning and afternoon working hours, while the traffic peak of mobile terminal is in the lunch break and evening hours. When placing mobile terminals, pay attention to sufficient budget to avoid the planned budget collision during the evening peak hours.

* Bid settings

The competition situation varies for different ad positions and different targeting settings. For example, for the home page and answer page, keyword targeting and interest targeting, reasonable bids need to be set for different delivery combinations. You can refer to the recommended bids in the promotion backend unit dimension and increase the bid by about 10% to get more high-quality traffic;

Account building strategy

Directional function

Directional matching skills

In actual use, the directional function is generally used in combination with multiple directional functions. The specific matching can be based on the course unit price and the target group, and a matching targeting method can be selected. For example, for English training, the purchasing group is mainly working women, and targeting can be selected to accurately cover age and gender;

Education customers can refer to the following common targeting methods according to their secondary industries, and use them flexibly according to their delivery goals at different stages of the customer's delivery. At the same time, please note that you should avoid using too many functions at the same time, so as not to affect the coverage and cause it to be too slow. Each unit generally selects 1-3 precise targeting.

Age-targeted advertising recommendations :

Age targeting is currently a whitelist feature. You can contact the corresponding Zhihu operator or agent to enable permissions. It is recommended to use age targeting in combination with the characteristics of the target population to achieve better delivery results. For more information, please refer to "Age targeting helps advertisers in the education industry accurately identify target populations";

Keyword targeting suggestions:

Keyword targeting is a commonly used function in the education industry. When selecting words, you need to pay attention to the relevance to the population to which you are promoting the courses. At the same time, avoid covering only long-tail words, which results in a situation where the traffic is accurate but cannot be consumed.

The following methods can be used to select keywords and extend their expansion :

Core word extraction :

1. Clarify the core products. Taking English training courses as an example, it can be expanded to adult English, business English, tourism English, daily spoken English, etc.;

2. Collect core topics. Search for product-related topics on Zhihu. For example, the topic "English learning" has 460,000+ followers and 50,000+ questions. The target audience focuses on improving listening skills, improving oral English, and methods of memorizing words.

3. Topic extension and expansion: Through the topic tree structure on Zhihu, we can analyze the potential attributes and focus of the target audience who are interested in the topic of "English learning". For example, if the people who are interested in the topic of English learning have personal development needs, we can expand the coverage of topics related to workplace improvement.

Keyword extension :

1. In the search box on Zhihu, enter the business word in the search box on Zhihu, and the relevant core hot words will appear in the drop-down box. The keywords here can be used as core roots, and then expanded into related words;

2. Core topics/essential questions. Focus on analyzing core topics. For example, there are tens of thousands of questions in the topics of "English" and "English learning". Essential questions reflect the focus of the target audience, such as English learning methods, learning skills, and efficiency improvement, which can be covered as key points.

3. Zhihu topic tree, which displays the "parent topic" and "child topic" related to the topic on the right side of the topic page. Topics that match the business point can be included in the keyword library;

4. With the help of Zhihu's off-site channels, in addition to Zhihu's on-site keyword expansion channels, you can use search engine search results and keyword expansion tools to cover more keywords. For example, if the customer places their own search business, you can also cover their search keywords;

Account Structure Example

Excellent account structure example

A clear and reasonable account structure is the basis for delivery and optimization. Using a unified naming convention facilitates management and indexing.

Channel-Course-Region-Targeting-Template-Date

template-orientation-device-date