Why is your information flow not converted? Where did the traffic go?

The world is so big that there are all kinds of strange things; the flow of information is so wide that there are all kinds of strange problems.

For example, when we were worrying about how to save the boss from burning a few Land Rovers, an information flow student asked this question:

What to do if you can’t spend the money? 】

This is a screenshot my friend sent me. To be honest, when I saw this picture, I was shocked. I thought there was something wrong with my article and I was afraid of being scolded by the big boss.

However, after some investigation, I found that his orientation was too narrow.

In previous articles, in order to make it easier for everyone to understand, I listed a complete directional mind map, but who knew that he used it all.

If the targeting is too narrow, there will naturally be no display and the money will not be spent.

Here the editor would like to emphasize: methods are dead, but thinking is alive; methods are only for reference, and we must base everything on the actual situation of the account.

However, since we are talking about this topic, let’s talk about it today. In addition to the narrow targeting method, what other problems will cause us to not spend our money?

Information flow is delivered based on targeted population. If the targeting is too precise, it will inevitably lead to our money not being spent, because the coverage population is small and there is no display.

For example, in the figure below, for some industries that originally have a narrow audience, if all of them are targeted according to the figure below, it will inevitably result in no display.

For example, if we do keyword targeting and then interest targeting, this will lead to overlapping targeting, which will also reduce traffic display.

remember:

▲ For information flow delivery , the targeting should be broad rather than narrow, especially in the early stages of delivery.

▲ Information flow delivery is not prone to multiple redirections and overlaps.

Bids are an important indicator for controlling traffic. If the bids are too low, the money will naturally not be spent.

Generally speaking, we can divide bidding into the following two situations:

• The bid price is lower than the industry average

Bidding means the highest bidder wins. The same is true for information flow.

If you keep lowering prices, even below the industry average, it will naturally lead to low competitiveness. After all, which platform doesn’t want to make more money?

• Bids not adjusted according to creative format

Suppose, when you are browsing your information, you see the following two ads. Which one are you more likely to click on?

Figure 1

Figure 2

It must be the second picture, right? Because Figure 2 is a large picture, it will attract our attention more easily.

So, have you ever thought about this: different styles of bids will also affect our consumption?

When users browse information, large pictures are definitely more attractive to users than single pictures, and videos are definitely more attractive to users than large pictures.

Therefore, we must know how to make different bids based on different material styles .

Generally speaking, video > large picture > three pictures > single picture.

Time period is also an important indicator for us in advertising . But in most of our minds, we may think that working from 9 to 6 is a peak period, especially in traditional industries.

So, this may lead us to " cleverly avoid peak hours ".

Especially for new products or novices, it is easy to get stuck in thinking.

For example, auto repair training. We all know that evening is the best time, but when is the best time? Some people may say 11 o'clock, but according to data statistics, there will be conversions even in the early morning.

Because for some unemployed users who stay at home, they have nothing to do during the day and feel anxious when they can't sleep at night. We can use their psychology to come up with creative ideas and attract them.

Therefore, it is recommended that you make sure to do a good job of time period analysis when placing ads, and do not place ads with a fixed mindset.

In general:

▲ Have sufficient budget and try to run it all day to avoid interruptions

▲ Insufficient budget, plan to place ads in different time periods, and place ads at high prices during prime time periods (1 hour in advance)

Insufficient budget is also a major killer of money.

Because the system will allocate traffic according to the account budget.

Therefore, when our budget is insufficient, the display volume will be relatively small, and naturally the money will not be spent.

Generally speaking, budget shortfalls can be divided into the following two situations:

• Too many plans and no focus on the budget

To be honest, many novices do not know how to set up an account, which may lead to more plans and more dispersed budgets.

For example

Assuming that your promotion budget is 1,000 yuan, and you are promoting 7 products in 10 regions, how would you build this multi-product and multi-region account?

For many novices, it may be better to build dozens of plans directly. In this case, the budget will definitely be extremely dispersed, and the traffic obtained by each plan will be very small.

But in fact, we only need to build 15 plans at most~

That's the difference!

suggestion:

▲ Even if you have a lot of plans, don’t spread the budget evenly, but start with targeted delivery of those with higher intentions!

• Low overall budget

After reading the above, some people may say: Editor, our budget is low and our boss doesn’t pay us, so is it destined that we will have no traffic?

In fact, in a situation like this, if we choose to release it at a uniform speed, it will definitely lead to lower consumption in each period.

Instead:

▲ Prioritize budget allocation to effective time and target groups.

Due to insufficient budget, few people may pay attention to this situation.

But don’t ignore it: when the budget is insufficient, the platform will control our advertising exposure in advance.

This is easy to be overlooked, so it is recommended that you check this point first when troubleshooting.

Therefore, when your account budget is insufficient, please remember to recharge as soon as possible to avoid affecting the account performance.