Tencent advertising plan for the dental industry

1. Account Naming Standards

1. Why do we emphasize naming standards?

In advertising, effect review and problem troubleshooting are two most basic topics. Through standardized naming distinction, we can quickly locate and accurately monitor the delivery problems and effect comparisons between different projects/strategies/products, so as to configure corresponding optimization methods.

2. Account differentiation rules

According to the account size, differentiate according to different projects/different links/different traffic/other dimensions that need to be observed

If new product features or new strategies are launched, separate account tests can be made so that data can be pulled at any time to monitor the full-link effect comparison.

3. Project Naming Rules

The account does not distinguish (project/link) traffic: (project/link) traffic + direction + date

The account has differentiated (project/link) traffic: Direction + Date

4. Advertisement Naming Rules

Specific advertisements need to distinguish between creative materials. Suggestions: (project/link) traffic + targeting + material form + landing page + date

2. Advertisements in different states and optimization methods

In account delivery, the most important factor affecting the effect is advertising and its competitiveness. Therefore, in the actual operation of advertising, we need to have a clear judgment and classification of all advertising status of the account, as well as optimization methods.

1. Running volume advertising

• Definition: Ads with more than 6 conversions per day and a stable volume for at least 2-3 days

Under the influence of the account model strategy, an account runs 1-5 ads (mainly affected by the size of the account), and its consumption and conversion account for at least 60% of the account, which is the guarantee of the account's performance on the day. Special attention should be paid to its rise and fall and stability.

• Suggested strategies

A. It needs to be protected. When the advertising volume is normal, avoid making advertising adjustments, especially negative adjustments, and make sure to keep sufficient balance.

B. For those who want to increase sales, they can raise prices by 5%-10%, or release the time period for the launch.

C. Pay attention to the various indicators in different time periods. If there is a trend of decreasing volume for 3 consecutive hours, especially during peak hours, you can increase the bid appropriately.

D. Copy 1-2 new ads and try different creative materials (other delivery strategies remain the same)

2. Start with advertising

• Definition: Ads with more than 6 conversions within 3 days and relatively stable CTR, CVR, cost and other indicators

In advertising, we need to help them increase exposure, cultivate and extend the advertising life cycle

• Recommended strategy: Increase bids by 5%-10% or relax the methods of obtaining traffic to help increase traffic.

3. No volume advertising

Definition: Ads with less exposure and less than 6 conversions within 3 consecutive days

This type of advertisement can be rescued by certain measures. If there is no improvement after 1-2 days of observation, it can be considered to be shut down.

• Troubleshooting and optimization of advertising/account failures

• Some product strategies for increasing volume

a. Priority for volume (priority): bid coefficient 1.3

b. Automatic expansion + expansion seed package (priority): high-quality and large enough party data can be encrypted and uploaded to DMP as an expansion seed package and automatic expansion is enabled. At the same time, according to the delivery needs, check the option of not breaking through the region, etc.

c. One-click volume increase: This mainly applies to new ads. The system bids more aggressively and will be spent quickly within 6 hours to accelerate conversion exploration. The recommended budget is at least: 6 conversions * target conversion cost

d. Wormhole tool (need to contact Tencent for industry configuration): can reuse existing accounts/ads with good historical performance across accounts/ads, reduce advertising model exploration time and cost, and improve the ability to start volume (requires similar targeting, materials, bids, etc.)

e. Automatic bidding: The system flexibly allocates delivery strategies and finds as many conversions as possible to explore a reasonable cost range based on the set advertising budget.

4. Drop volume ads

Ads whose daily advertising consumption has dropped by more than 50% year-on-year, or whose consumption has dropped by more than 20% year-on-year for two consecutive days. It is recommended to conduct investigation and optimization according to the dimensions shown in 2.3-Cause investigation and optimization direction of low-volume ads. At the same time, new ads need to be added. If the rescue measures cannot bring about a recovery in volume, the new ads need to be shut down.

5. Waste of advertising

Ads that consume ≥2 times the bid but still do not have any conversions. It needs to be shut down in time to avoid causing greater cost losses

3. Factors Affecting Advertising Exposure

IV. Troubleshooting and Optimization of Excess Cost Issues

5. Some negative operations

• Budget and balance: A budget that is too low (e.g., a conversion cost of 300 with only a budget of 2,000 yuan) will cause smooth filtering. It is recommended that the account budget be at least 5,000+ and avoid frequent adjustments; keep a sufficient balance, at least 5 times the average daily consumption
• Directional Operation

1. Geographic targeting: If you have multi-city business, it is recommended to invest in multiple cities. If each city has a budget plan or volume demand, you can adopt a city-by-city volume control strategy. The smallest unit of geographic targeting is the city. Do not use district or LBS targeting.

2. Usage of automatic expansion: The expansion seed package should be for the precise converted population, and the population size is recommended to be 20,000+. Do not use non-converted packages such as expansion population packages and industry population packages for expansion seeds

3. In the early stage, we should focus on using basic targeting to obtain volume. If we have large-scale conversion data, we can also configure custom groups and product strategies. It is not recommended to choose system optimization.

• If a new ad has low exposure within 2-4 hours after it goes online, you can increase the price once. The recommended range is 10%-20%. Pay attention to the exposure after the price adjustment.

4. If the exposure is normal and the conversion volume is good, but the cost fluctuates, it is recommended to continue to observe. If the conversion volume of the new ad is 6+ within 3 days and exceeds the price by 20%/30%, the excess amount will be compensated

2. If the exposure does not improve and there is no loss of consumption, it is recommended to observe for another 1-2 days and then directly shut down the new ad test

• It is recommended to extend the time period for advertising cost observation and avoid frequent adjustment of advertising status to avoid affecting the model.

4. Advertising cost monitoring should be done at least on a daily basis. It is not recommended to adjust based on time period costs, because the system will judge based on traffic and crowds, and increase bid competition during peak periods/when there is a greater conversion intention, but the cost will be balanced later in the day.

2. If the data such as the initial cost of the advertisement is normal, if the cost exceeds the limit, it is recommended to observe for another day. If the cost exceeds the limit for 2-3 consecutive days, then a major optimization operation can be carried out; but if the conversion cost on the same day exceeds the limit by more than 2 times, it is recommended to shut down the advertisement

• Ad adjustments and optimizations should not be performed frequently. A single ad should be modified only once a day, especially negative operations.
• When observing account performance, one should look at the advertising dimension rather than the planning dimension. Adjust based on the performance and metrics of a single ad

6. Form efficiency classification and optimization plan

In the link of retention and conversion, to improve the conversion effect, it is necessary not only to maintain stability and optimize form costs, but also to pay attention to the effectiveness of leads. Based on our experience in the pharmaceutical industry, we classify common invalid leads into the following categories:

① Non-targeted regions and unable to achieve conversion problems (more common)

② Invalid type of abnormal contact information (suspended/empty number)

③ The contact information is normal but the customer cannot be contacted effectively (no one answers/rejects/powers off, etc.)

In order to help advertisers solve the problems and cost losses caused by invalid leads and better achieve ROI improvement, the industry has formulated the following suggestions for the above types of invalid leads.

To ensure the standardization and rationality of clue classification and improve the efficiency of problem location and resolution. We strongly recommend that advertisers and service providers clearly and accurately judge, locate and mark invalid leads according to the above classification, and review the status of the leads.

When troubleshooting feedback, special attention should be paid to the following: clearly describe the account ID where the problem occurred, typical advertising ID, provide specific data, and provide as much detailed information as possible for reference; it is recommended to accumulate at least 20 pieces of data before providing centralized feedback (because the system needs to match click logs based on phone numbers and then map them to users, which inevitably involves probabilistic loss)

VII. Key issues that require attention at different stages of delivery

1. Cumulative data (first two weeks)

• Core: Run steadily and consume less energy every day. In the early stage of the account, it is necessary to accumulate sufficient exposure and conversion data for model construction.
• Focus: Focus on getting volume. It is recommended to accept certain high cost sacrifices and pay attention to the running volume and conversion number.
• Strategic focus: Account stability, standardized setting operations; One-party data crowd mining construction

2. Stable volume

• Core: Stabilize the cost of delivery and continuously enhance the ability to obtain volume
• Focus: Refine account delivery, pay attention to the optimization of indicators and data in each link of delivery, such as CTR, CVR, efficiency, etc.
• Strategic Focus

1. Pay attention to data: Continue to pay attention to and monitor account indicator data such as CVR, CTR, and the use of conversion data
2. Diversified testing: directional, material, creative, and link diversified testing to cover users with different scenarios, needs, and preferences
3. Refined strategy: Conduct combined comparative tests from multiple dimensions such as orientation, creative specifications/forms, creativity, links, etc. to accumulate excellent methods
4. Conversion indicators: focus on the classification of back-end efficiency loss and improve optimization strategies in a targeted manner

3. Breakthrough in volume

• Core: Stabilize cost expansion and improve volume acquisition capabilities to obtain more conversions
• Strategic Focus

1. Product capabilities: product strategy application and optimization; new product, function, and tool testing
2. Data application: In-depth cooperative application of one-party data
3. Back-end link exploration: mini programs, public accounts, private domain construction methods...