Toutiao account operation and promotion, do you know all these?

In recent years, Toutiao has developed rapidly, and many of its products have become a battleground for advertisers. As an information flow optimizer, you may already have a budget of millions, tens of millions, or even hundreds of millions. But do you really know Toutiao well enough? Do you know how to operate and promote Toutiao accounts ?

Today we will re-understand the placement of Toutiao advertisements from two perspectives: Toutiao product inventory and strategy optimization . We hope it will be helpful to everyone.

1. Inventory of Toutiao products

As the saying goes, know yourself and know your enemy, and you can fight a hundred battles with no danger of defeat. Before placing an ad, we must fully understand the characteristics of the channel, attributes of the channel users, and the style of the ad , so that we can place the ad in a targeted manner.

1. Introduction to Toutiao products

Toutiao's delivery management platform has been officially renamed "ByteDance", which integrates the delivery resources of Toutiao, Douyin, Huoshan Video, Xigua Video, and Pangolin. Advertisers can manage their advertisements in one stop and improve the efficiency of advertising.

2. User attributes of Toutiao products

As can be seen from the figure below, Toutiao and Volcano Video have a larger proportion of male users; Douyin Short Video and Xigua Video have a balanced ratio of male and female users. In addition, the age of users of Toutiao products is still relatively young, mainly middle-aged and young people. The geographical distribution is mainly concentrated in first- and second-tier cities, with users expanding to third-tier cities and below.

One thing that needs to be mentioned separately is Pangolin. Since its essence is affiliate advertising, its user portrait is difficult to obtain. However, from the information currently available, it is known that it has more than 1,000 vertical media resources and more than 10 well-known domestic and foreign manufacturers, with more than 300 million daily active users.

According to Toutiao, the overlap between Pangolin and ByteDance’s daily active users is less than 20%, which may be a good choice for advertisers.

3. Detailed explanation of advertising styles

1) Toutiao information flow advertising

1. Resource position: channel information flow

Display location: Recommended channels and sub-channels, random location

Advertisement style: large picture/group picture/small picture/horizontal video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/store promotion/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

2. Resource location: video playback page

Display position: The first position on the video playback page

Ad style: small picture/horizontal video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

3. Resource location: video details page

Display location: Above the comment area on the video details page

Advertisement style: Large image (horizontal)

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

4. Resource location: article details page

Display location: Above the comment area on the article details page

Advertisement style: Large picture (horizontal picture)/Photo gallery/horizontal video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

5. Resource position: atlas end frame information flow

Display location: the last frame of the atlas

Advertisement style: Large image (horizontal)

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

2) Tik Tok information flow

1. Resource position: video information flow

Display position: As the user scrolls up the video, the ad is displayed randomly

Advertisement style: horizontal video/vertical video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

3) Huoshan short video information flow

1. Resource position: video channel information flow

Display location: Video channel tab list page

Advertisement style: Large image (horizontal/vertical)/horizontal video/vertical video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

2. Resource position: video information flow

Display position: As the user scrolls up the video, the ad is displayed randomly

Advertisement style: horizontal video/vertical video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

4) Xigua video information flow

1. Resource position: channel information flow

Display location: Recommended channels and other sub-channel pages

Advertisement style: Large image (horizontal image)/horizontal video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

2. Resource position: video channel information flow

Display location: Video channel tab list page

Advertisement style: Large image (vertical image)/horizontal video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

3. Resource position: video post-roll information flow

Display location: Appears after the video is finished playing

Advertisement style: Large image (horizontal image)/horizontal video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

4) Pangolin Information Flow

1. Display location: article details page/native information flow/video details page

Advertisement style: small picture/group picture/large picture (horizontal picture)/horizontal video

Billing method:

CPM/CPC/CPA/OCPM

Promotion purpose: application promotion/sales lead collection/e-commerce store promotion

Targeting dimensions: gender/age/interest/platform/APP behavior/network/operator, etc.

2. Toutiao Strategy Optimization

We can divide a complete delivery process into the following nodes : traffic (resource position) → creativity → landing → destination (App/mini program/e-commerce store, etc.) → conversion (meeting user needs/monetization) → CRM .

Regarding traffic (resource positions), a detailed introduction has been made in the first part. You can make your choice based on the characteristics of your own products and the user attributes of the resources.

Regarding creativity and landing pages, there are corresponding optimization tools in the background of Bytedance Engine. The creative copywriting part can be optimized through the "system recommended title" and "creative inspiration" at the advertising creative level. The landing page can be built by selecting high-quality templates through "Orange Website Builder" or customized.

Regarding CRM, or customer relationship management, it can be achieved through Toutiao's Yuntu DMP; and Yuntu DMP provides multi-dimensional population tags and industry population packages, which you can try.

In the actual delivery process, our common goal is to optimize conversion costs .

To achieve this goal, we will select high-quality media traffic and further screen the traffic through multiple redirections. We will also optimize advertising creatives to reduce CPC by increasing CTR. At the same time, we will also select landing pages with low bounce rates and high triggering rates through landing page AB testing.

but! In addition to these basic optimization measures, are there any "revolutionary" optimization strategies?

Of course!

The first one: satisfying user needs in the native environment (no bounce, complete conversion within the same scene)

For example, let’s say I want to buy a mobile phone. One day when I was browsing Douyin, I saw an advertisement for a mobile phone brand. I clicked on the advertisement and entered the product details page of that brand. After a round of screening, I selected a certain model and completed the purchase by paying directly on Douyin.

In this form, users do not need to jump from one App to another. For users, it saves traffic and time, and for advertisers, it reduces the loss of target users. According to Toutiao, there have been successful internal testing cases among e-commerce users; and the financial industry is also conducting tests, with the goal of completing loan issuance or card approval directly within Toutiao products.

The second method: optimize conversion goals through OCPM smart bidding! (Ensure traffic volume and user quality, and pay only when conversion occurs)

Compared with the first method, OCPM’s delivery method is already very mature and its effect has been recognized by many parties. When it comes to OCPM we must understand conversion tracking, which is the implementation method of OCPM.

Toutiao currently supports the following forms of conversion tracking, and advertisers in different industries can choose according to their promotional business.

This time we will focus on the two delivery methods of "effective customer acquisition" and "deep conversion" . Because their targets are paying users, the ROI of advertising can be greatly improved under this delivery mode.

In order to better explain and distinguish these two forms, let us take the conversion path of promoting paid apps as an example.

【Effective customer acquisition】

User sees the ad → clicks on the ad → form registration page → App download page → download and activate the App → pay within the App → advertising billing

【Deep Conversion】

User sees the ad → clicks on the ad → App download page → downloads and activates the App → pays within the App → advertising is charged

By comparing the conversion paths, it can be seen that both use "user payment within the App" as the node for advertising billing. At the same time, there are more conversion paths for effective customer acquisition, so the users acquired are more accurate. Of course, the corresponding OCPM bid needs to be higher.

There are two very obvious advantages of these two delivery methods:

(1) Efficient and accurate: You don’t need to spend a lot of time researching how to accurately target. Both of these delivery modes use paying users as model data, so once the model is running smoothly, the effect of the delivery will definitely not be bad.

(2) Stable traffic: Since the conversion path is long, the OCPM bid on the front end will inevitably be higher. According to actual tests, these two forms of ecpm are more than 20% higher than other methods, which means that the media party will gain more benefits. Similarly, the traffic we get will be more and of higher quality.

The picture below shows the effect of my test on effective customer acquisition and deep conversion since January 2019. It can be seen that as time goes by, the effects of these two delivery methods begin to improve significantly as the budget share increases.

In summary, it is recommended that advertisers with high consumption KPIs and monetization pressure, as well as certain data capabilities, use these two methods for key placement and optimization.

3. Uncovering the effects of new products

In the first quarter of 2019, Toutiao launched two popular advertising products: Toutiao search ads and app-based bidding .

I was very lucky to get the internal test qualification, and I would like to share the test results with you below.

1. Toutiao search ads

(1) Basic Introduction

Implementation scenario: The construction of Toutiao search ads can be completed in the background of the massive engine delivery

Bidding method: Bid by click (buy word bid); Bid by conversion (targeted by word, unified bid)

Three billing methods: click, impression, conversion

Creative form: large picture, small picture, group picture, video

Matching method: phrase match, broad match

(2) Advertising scenarios

(3) Test data

Data shows that the activation cost of search ads has dropped by 12% and the ROI has increased by 7%. However, due to the limitations on the ad triggering format, the daily consumption of search ads is relatively low. With the same bid, the cost of search advertising is only 10% of that of information flow advertising.

2. Bid by App

This feature allows advertisers to place multiple media resources simultaneously in one advertising plan and adjust bids at any time based on back-end performance to optimize back-end ROI.

(1) Product Introduction

(2) Test data

Data shows that the activation cost of the bidding test based on different apps is the same as that of the overall information flow, and the ROI has increased by 36%; and due to the simultaneous delivery of multiple resources, the average daily expenditure is quite considerable.

After introducing the bidding by app, what do you think of?

right! Bidding by app can be combined with the effective customer acquisition and deep conversion introduced above to maximize the scale and effect of delivery!

above. Therefore, as optimizers, in addition to having sufficient understanding of channel resources and adjusting delivery strategies according to the situation at all times, we must also have a sensitive nose; seize the opportunity and occupy an advantageous position as soon as the bonus appears.

Author: Optimization Emperor

Source: My Aunt's Stories