Tencent Guangdiantong advertising placement and optimization!

In the 2020s, is there still anyone who doesn’t know how to do advertising? Does anyone still think that good wine needs no bush? In this era where traffic is king, do you still not know how to get traffic? Don’t you know the importance of traffic? After reading this article, I hope you can reflect on yourself!

In a blink of an eye, I have been exposed to advertising for 4 years. The advertising fees contributed to the Internet platforms every year are probably close to tens of millions, if not tens of millions. I operate so many accounts on so many platforms, burning money every day. I have received different feedback from different industries, some complaining and some getting bigger and bigger. Based on my understanding over the years, I would like to share my analysis of GuangDianTong’s delivery.

one. Guangdiantong delivery sharing

1. Conversion Targeting

Information flow advertising is an advertising model that has risen rapidly after big search. Information flow advertising is like all the advertising information we receive when browsing the web or using mobile phones. If advertisers want to rely on signs, event information or product displays, simple copywriting + pictures to make a person without clear intention buy the product, this is undoubtedly very difficult.

If we want to do a good job of information flow, the first thing we need to do is to find a conversion method that suits our positioning! What do you want to achieve through this campaign? make a deal? focus on? Or add powder? Only by determining the current situation can we build an advertising plan.

2. Material editing

Different groups of people have different labels. If we target different groups, the label type often determines the creative theme type.

In fact, there is a difference between the materials of information flow and the creativity of search. The material of the information flow is required to be close to the user's thoughts and pursue truth, so as to attract advertising users.

3. Landing Page

On search ad landing pages, some advertisers will simply place some strong conversion methods such as pop-up windows. This is because we know that the traffic attracted through search is relatively accurate. There may be a lack of rigid guidance, which leads to conversion problems!
But the information flow is not like this. Imagine that when you are reading the news, scrolling through Tik Tok, or browsing your Moments, suddenly a window pops up asking you to buy, I believe everyone will feel disgusted, which will affect our mood for browsing! Therefore, the information flow landing page is very important!

4. Crowd Classification

There is a common problem with information flow. It is difficult to accurately cover a certain type of people we want to target, and the crowd it faces is a mixed bag. If you want to do a good job of crowd classification, you have to use different thinking ideas to implement different conversion strategies. When you want to use one piece of material to the end, you have already failed. Do you think this will be effective?

2. How should information flow be optimized?

1. Set reasonable conversion points

Before you upload materials or do crowd targeting, you must be clear about who your target customers are! What attributes do they have! Regarding this, we must first be familiar with the products and our business lines! In this way, you can analyze the attributes of your target customers, do a good job of analysis, clarify your promotion goals, and set reasonable conversion points.

For example, for customers who use cosmetics to treat acne, the main target group is 20-30 years old, who are interested in skin care, cosmetics, etc. If they are travel customers, then those aged 25-55 may be our target customers, as they all have independent financial capabilities and are interested in traveling. etc! We also use the previous analysis to label people from different industries with different industry labels.

2. Basic orientation

Basic targeting based on gender, age, location, educational requirements, etc.

3. Interest Orientation

What the target audience is interested in, what they have bought, where they have been, and what they prefer
4. Behavioral Targeting

Where the target audience has been and what they have downloaded and done

5. Material writing is in line with user thinking

Pay attention! The materials in the information flow are not as random as those in searches. We must learn to consider things from the perspective of the current crowd! The following routines are recommended:

①Speak to the point and say something meaningful, because our presentation is very limited

②Everyone likes benefits, so use some benefits to attract people.

③ Try to be close to life.

6. Optimize your landing page

Here I will briefly talk about some optimization processes of landing pages: determine the target group - determine the conversion method - guide - set the conversion point

3. Regarding delivery, share the following experience

1. Target users and formulate strategies

Find your target users, and formulate your delivery direction and delivery strategy based on what has been said before.

(1) Find core users through precise targeting

Accurate crowd targeting can be clearly understood through data feedback, which helps us improve conversion rate and click-through rate. Therefore, we must, must, must find our own target users before placing advertisements, and do not place advertisements blindly!

If the purpose of this campaign is mainly exposure, when bidding, we can use a lower price to get more exposure, and then find what we want through data analysis!

2) Explore materials that core users are interested in

You must have plenty of materials for information flow. Don't rely on old ones and dream of conquering the world with just one set of materials. Never have this idea. Materials for information flow have a decay period. If the materials cannot be used during this period, your advertisement is basically useless. You need both quantity and quality, and don’t use just any material!

3) Pay attention to advertising costs

a. Pay only for potential users!

CPC, as the name suggests, means charge per click. Students who work in advertising don’t need me to explain what it means, right? If you don’t understand, just search on Baidu. I won’t explain it in detail here! When you bid high, the exposure it brings will naturally increase! At the same time, your costs are also increasing subconsciously!

b. Make bids based on the data delivered and the overall market situation.

Combine your advertising plan and set different bids for different targeting. For ads with good data, you can increase the price appropriately to get more exposure. For ads with poor data, please reduce the price or close it in time to reduce unnecessary waste!

Different industries have different bids. Due to different market conditions, different bids are also needed. We need to monitor this in real time, keep an eye on the account, and pay attention to the effects of different bids!

c. Combine your bid with this activity

Theory is theory. In actual advertising, advertisers usually organize some activities to attract customers. Some activities are very attractive. At this time, when we are trying to grab volume in the early stage, we can consider offering a high price to grab volume! Quickly accumulate users in a short period of time!

2. Efficient execution and quick response

After you have made a series of plans, we still need to implement them effectively. We need to keep an eye on the account in real time to make sure it does not run away. We also need to pay attention to the traffic conditions in each period so that we can make adjustments.

3. Quick response and instant control

Judging from the current technical level, GuangDianTong currently has a 2-hour data delay. Due to this situation, we need to keep an eye on our accounts at all times. Once there is any unexpected situation, we must adjust our bids or delivery plans in a timely manner!

4. Summarize the rules and optimize the results

In fact, there are data reports that can be analyzed for advertising. We need to pay attention to those key data and use the data to analyze where the problems in our advertising lie so that we can prescribe the right remedy!

Advertising is a chronic cycle. There is no such thing as making a profit within one day of advertising. That is not advertising. Advertising is about finding the most suitable way of advertising through repeated testing.

Author: Silk Road

Source: Silk Road