Practical experience in information flow: detailed analysis of the three core influencing factors of an account!

"I know there is a problem with my account, but I don't know which process to start analyzing, let alone which node to optimize."

The above are the problems most optimizers encounter during the promotion process.

Therefore, " adjust the price, and if the price adjustment is ineffective, change the materials " has become the most commonly used optimization method for most optimizers.

But is this the right way to operate?

Yes, but it does not apply to all accounts.

In fact, in information flow promotion, there are three main core data indicators: display, clicks, and cost . These are the three things we need to control.

If we want to control them, we need to first know the influencing factors of these three indicators.

Once the influencing factors are identified, what remains is the process of checking and finding the right remedies based on the factors.

Impression, that is, the number of times an advertisement is exposed, is the most basic data in advertising and the prerequisite for conversion .

The factors that generally affect the display volume are mainly the following:

There is no doubt that whoever has money is the boss and has access to more resources.

For example: in the same category promotion, the daily budget of Plan A is 1,000 yuan, and the daily budget of Plan B is 10,000 yuan. Then the media will predict that Plan B requires higher traffic , and will naturally allocate more traffic to Plan B to allow it to have enough space to display advertisements.

There are only so many ad spaces , and with more competitors, the display of some ads will definitely be reduced.

This is an objective factor and is beyond our control.

Nowadays, all major platforms pay great attention to user experience .

For the platform, the best experience is when users like your content.

Therefore, the media will prefer content that users spend a long time browsing. The core assessment criteria are: click rate /visit duration

The higher the bid, the bigger the impression will be! This is the same principle as the first budget.

Generally speaking, if the same material is used for more than a month, the display volume/click rate will drop significantly.

It is recommended to make appropriate changes to materials or copywriting at regular intervals.

This is also an indicator for media assessment. Such as account effectiveness time, overall click-through rate, delivery duration, consumption amount, etc.

Historically, the weight has little impact on daily advertising, but it will immediately become a core indicator during holidays and major promotions.

Only when users click on the ad can they convert. During this process, we can only conduct more tests, upload multiple sets of materials, and look for high-click materials.

The factors that generally affect click-through rate are mainly the following:

This one should go without saying. The most taboo thing in the process of advertising is to please yourself!

For example, if you are placing an ad on a news platform, the copy should be rigorous, but if you insist on being funny, naturally the click-through rate will not be high.

The copywriting must not only be in line with the platform and user attributes, but also be able to attract the user's attention and make them click within the effective reading time of 3 seconds.

The accuracy of targeting is also an important factor affecting click-through rate.

Your product is matched with the wrong group of people. No matter how you optimize the copywriting and materials, the effect will not be very good.

For example, if the product you are promoting is a brand franchise, and you set an unlimited target group, it will definitely attract some junk traffic and lower the click-through rate.

In information flow promotion, we need to control not only the traffic but also the cost.

For example, you spend a high price to attract low-intent traffic, but in the end no transaction is completed. Is this the promotion you want?

The factors that generally affect the average click price are mainly the following:

When the number of competitors increases, everyone will inevitably increase the price of advertising in order to grab more traffic. This is an objective factor that we cannot change.

But in the process of promotion, we must know what we can do, otherwise we will be the only ones hurt.

The bid will generally be 20% higher than the current CPC, mainly so that when the CTR drops significantly, the CPC will automatically increase to ensure the CPM.

The above are the factors that influence the core indicators in information flow promotion. When there is a problem at a certain point in the account, we can check the factors accordingly.

Now that we have learned the theoretical knowledge, let’s take a look at the following: What are the practical optimization techniques in information flow promotion?

1. In the early stages of campaign launch, it is not recommended to set up audiences in detail. Information flow is originally delivered based on user models. If the audience is set too narrowly in the early stage, the optimization cycle will be particularly long.

2. Do not target the same audience across different platforms. Even if the audience targeting performs well in other channels, the performance will be different on different media platforms.

3. After the ad reaches a certain number of clicks, we can check the audience analysis in the background based on the delivery plan with good conversion effect and adjust the target audience of the advertising plan accordingly.

1. In terms of creative copywriting, we need to integrate it with the contextual information.

2. When choosing materials, try to use original pictures rather than promotional posters.

3. The content should be based on the user's perspective rather than displaying product selling points.

After reading the above, some people may still say: I know the production techniques, but what should I do if I still can’t write it?

In the early stages, when we don’t have the ability to write copy, we need to learn from others. . We can proceed as follows.

▲ Method

Suppose you are planning to place a Toutiao ad . Before launching the ad, you can register an account and focus on collecting advertising copy of similar products that have been launched on Toutiao.

The ads that you can see are definitely those with large display volumes.

A large number of impressions means that the backend provides a lot of impressions, and advertisers are willing to continue investing, which also shows that the conversion effect of this plan is good. These are all advertising copy worth learning from.

Then we can choose those copywritings that can be understood within 5 seconds and attract you, and then classify them according to the title routines, and apply their routines to our own products.

Once we have written the copy, we can put it on the market.

But at this time we don’t know which copy is good, so we need to conduct tests in the early stage and continuously optimize the copy.

Optimization method: Select a channel, produce 5-10 sets of materials, and select the "rotation mode" for delivery.

Things to note when testing:

1. Try to reduce variables as much as possible. When copy and materials change, try not to modify the orientation or add other variables. You cannot choose different landing pages for different creative ideas.

2. When testing channel content, avoid uploading 2 sets today and 3 sets tomorrow. You should start the planned running at the same day and during the same time period.

3. Collect data at least once a week, and filter out the top three CTRs in the report, and invest your money in the promotion channels with the best click-through rates.

1. The page should not be too long, it is recommended to keep it within one to two screens.

2. Users should be able to understand "what the product function is" and "what needs the product can meet" within 5 seconds.

3. The page conversion method is best suspended at the bottom of the page. On the one hand, it conforms to the user's behavioral habits, and on the other hand, it reduces the user's conversion cost.

4. It is best to prepare two versions of the page and test them after the account is online.

The above are the basic influencing factors and optimization process of an account.

Knowing this, it is not a problem to make a basic optimization of the account.

In fact, whether it is bidding or information flow, the account optimization operation methods are the same, but the methods for each problem are different. This requires us to clarify the core influencing factors of the account in the early stage, so that the optimization effect in the later stage will be twice the result with half the effort!

Source: Houchang College