How to set up a Bytedance advertising account? Key points for setting up a massive engine account

As a pioneer in domestic information flow advertising, Bytedance maintains its absolute market leadership position and is also a channel that information flow optimizers must master, so today I will start with "Bytedance Account Building".

A refined massive engine account structure determines the high and low costs of our account. It includes three basic elements: advertising groups, advertising plans, and creativity.

Early account building is crucial to later data analysis, and data analysis is also different for different account structures.

Key points for setting up a massive engine account

1. Budget

01. Account budget determines the overall account traffic. It is recommended to set the maximum budget 10%-20% higher;

02. Plan budget, determine the planned traffic allocation, directly affect the traffic size within the model, and set the maximum budget;

03. Group budget. The ad group budget determines the ad group traffic allocation. Since the account budget and plan budget have been set before, it is recommended not to set them here.

2. Placement

The audiences of different placements are very different, so they can be tested separately. However, if more traffic is needed, different placements can be combined. The plans in the plans must be the same for the placements, not different plans for different placements.

3. Orientation

01. Age and gender: Determine the effects on different groups based on different audiences;

02. Delivery time: It is easier to achieve sales by launching the plan according to the time period with the largest industry traffic;

It is easier to manage the effects of different dimensions by separating advertising groups by region and time period. First- and second-tier cities are different from third- and fourth-tier cities, so it is best to separate them.

03. Interest targeting: Generally, you only need to select system recommendations, regardless of the basic population targeting;

04. Custom audience targeting: If you use a custom audience package, it is recommended not to set other targeting methods; in addition, there are industry-related media packages or industry packages that can be delivered, and you can also generate an expanded targeted audience package based on the previously converted audience;

05. Intelligent expansion: Its function is to filter traffic within the selected range first, and then to explore other expanded traffic. It is recommended to open the old plan when the traffic is declining, or if the account has not been running well, the new plan can be opened directly.

4. Bidding method

Different bidding methods have different corresponding strategies and optimization methods. If it is a regular delivery, you can choose manual bidding, use balanced delivery, and promote according to the budget; if it is a large-scale delivery, you can choose automatic bidding.

5. Creativity

01. Creative Type

▲ Customized creatives: If you have creatives with good conversion results in the past, you can manually combine the creatives;

▲ Programmatic creativity: If you are not sure about the effect of the material in the early stage, you can choose the recommended creative type, which can combine copywriting and materials in a more diverse way, such as:

Accounts with less material can use: 1 video + 5 copywriting;

For accounts with multiple materials, you can use: 2 vertical videos + 1 horizontal video + 1 large picture + 5 texts;

Accounts with many videos: 2-3 videos + 5 articles;

▲ Additional creativity: Additional creativity is a supplement to traditional promotion styles. By using additional creatives, you can add various forms of promotional information below the original creative description, such as smart dialing, form collection, etc. It is recommended to use it on pages with form and phone components to convert visitors more quickly.

02. Creative elements

▲ Creative classification: Prefer core classifications related to your own industry. Similar classifications of other groups can also be used as a test dimension;

▲ Creative tags: give priority to industry tags related to the industry. If you want to expand the volume, you can add crowd tags appropriately. It is best to write 20 tags with 2-5 characters for each word.

Case study of building a massive engine account

In addition, different budgets have different construction strategies, which is something we must pay attention to. Below we take 1000 budget accounts as an example to give the promotion strategy for small and medium budget accounts:

1. ocpm-Material Type 1:

01. System recommendation - Material 1 (2 vertical pages + 1 horizontal page + 1 large picture + 5 texts)

02. Leica-Material 1 (2 vertical pages + 1 horizontal page + 1 large picture + 5 copywriting)

03. Crowd Pack-Material 1 (2 vertical pages + 1 horizontal page + 1 large picture + 5 copywriting)

Keep the plan that performs best and focus on it, and you can choose to pause the others.

You can also change the title, materials (such as remixing, changing the opening credits, BGM, adding some text and patches to the video), creative categories, and creative tags for secondary release.

2. ocpm-Material Type 2:

01. System recommendation - Material 2 (2 vertical pages + 1 horizontal page + 1 large picture + 5 texts);

02. Leica-Material 2 (2 vertical versions + 1 horizontal version + 1 large picture + 5 copywriting);

03. Crowd Pack - Material 2 (2 vertical pages + 1 horizontal page + 1 large picture + 5 copywriting);

3. Notes

01. Try not to have three plans running at the same time for one material in the same account to avoid creative squeeze;

02. Determine the targeting method and creative type first, then change other dimensions;

Because of the different budgets, there must be some deviations in our strategies. But the number of account plans is proportional to your budget, that is, the more budget you have, the more plans you have; the smaller the budget, the fewer plans you have.