Toutiao advertising strategy revealed: Why is my advertising performance always so poor?

Why are my ads always performing poorly?

I think this is a question that all optimizers are curious about but have never been able to answer.

It is said that in the delivery of information flow , channels determine everything. If we want to have a good advertising effect, we must first know:

▲What are the characteristics of this channel?

▲ Does the audience of this channel match our product?

▲What are the delivery techniques for this channel?

This allows you to more specifically choose bids, targeting methods, produce materials, set conversion points, etc.

So today, let’s analyze in detail the channel characteristics and related delivery methods of Toutiao based on the backend of Toutiao.

Although Toutiao has been dominating the headlines since 2018, with events like the double-jump incident, the closure of Duanzi, and the Toutiao-Tencent war, these still have not shaken Toutiao's position.

The figure below shows the ranking of headlines from March to July. We can see that the ranking was slightly lower only in July, but from March to June, it was always among the top few.

It is said that where there is traffic , there must be a place where businesses must compete.

So what are the characteristics of the Toutiao channel and why has it been so enduring?

Today's headlines

We all know that Toutiao is a product based on data mining and recommendation engines. Therefore, in terms of delivery, we may find that the same set of copywriting , landing pages , and targeted tags will have very different conversion rates when operated by a different account.

This is what we must pay attention to when investing.

01. User characteristics

Toutiao has a wide audience, mainly concentrated in second- and third-tier regions. It is currently the largest information flow platform for news, and a place that businesses must invest in and compete for.

02. Headline Advantages

Toutiao’s algorithm is relatively mature and can also be targeted through word packages.

Moreover, relatively speaking, it has many more ways of delivery than Baidu. However, in terms of mobile website building, although it has this function, it does not have as many templates as Baidu.

In addition, whenever a user's usage time on Toutiao exceeds 76 minutes, it can be quickly promoted in 5 seconds, locking in template users, and updating the user model in 10 seconds, making advertising more accurate.

03. Disadvantages of Toutiao

The biggest disadvantage of Toutiao is poor conversion rate! Since Toutiao has a wide range of users and their content is of relatively low quality, the effect is often not very good.

At the same time, there are also a large number of fake orders and false traffic.

It is common to close one deal out of hundreds of leads.

04. Advertising suggestions

Since Toutiao has a wide audience, it is recommended to launch some products in the categories of finance , lifestyle, e-commerce , and games . Of course, you can also launch them based on the navigation bar at the top of Toutiao.

Overall, Toutiao is a recommendation engine product based on data mining. Although its quality is relatively poor, it is also the largest information flow platform at present. In addition, we also need to master a background delivery technique during the delivery.

Source: Houchang College