What should I do if the display volume of information flow ads is low? Must-read traffic optimization tips!

How to run information flow advertising ? Who should I contact if the advertising data is not ideal?

Why is the click-through rate so high but there is no conversion ? How can we optimize information flow advertising in a systematic and organized manner?

If there is a disagreement, adjust the price. If the price adjustment is ineffective, change the materials. Then continue to create plans and conduct repeated tests. Is this approach correct and does it work for all data situations?

Let’s calm down and sort out the common data indicators for information flow advertising optimization from the beginning ( marketing funnel model , ROI, clicks /click-through rate, exposure ). I believe that after reading this, the optimization ideas will be clearer.

1. Marketing Conversion Funnel

To optimize information flow advertising , you must understand how information flow advertising works. The commonly used analysis is the marketing funnel conversion model.

In addition to the data provided by the platform, you can use tools such as Baidu Statistics and heat maps to monitor your information flow advertising display, clicks, consumption, arrival rate, second-jump rate and other indicators. To further increase revenue, you need to analyze the three layers of display, click, and conversion along the marketing funnel from top to bottom, find the problems and solve them.

2. How to adjust the display volume/low display volume

Exposure refers to the number of times an ad is displayed. Only sufficient exposure can ensure effective reach of the ad. When the exposure is insufficient, we need to start with several major factors that affect the display volume, namely targeting, bidding, budget, delivery period, and account balance, and check them one by one to determine how to increase the exposure.

1) Targeting: In the early stage of launch, targeting should be broad rather than narrow

Especially for new accounts, if the understanding of the target conversion population is not clear enough, setting too many and too detailed targeting conditions can easily lead to overexposure, which will cause the cost to soar. Common reasons for too narrow orientation are as follows:

① The targeting is too precise and niche, resulting in too few people being covered. For some platforms, you can set keyword targeting to target users who have relevant keyword tags. Keywords that are too long-tail will limit the target population. It is recommended that keyword targeting "prefer large words and avoid long tails." At the same time, in the absence of data support, it is also recommended that the early regional and interest targeting should not be too detailed, which limits the scope of potential target groups.

② Multiple redirections overlap, resulting in too narrow a redirection

In the early stage, it is not recommended to use keyword and interest targeting at the same time. Multiple redirections and intersections can easily lead to too narrow targeting.

It is recommended that new accounts, especially those who are new to advertising, first determine a rough target audience through audience analysis, and then gradually narrow the target audience and refine the operation based on the data. After the account is stable, consider expanding targeting to other groups to avoid dispersing the budget with too many targeted plans in the early stage.

2) Unreasonable bidding/bid leads to low impression volume

Unreasonable bids lead to low competitiveness and thus failure to win the competition. The following are situations where the bid is unreasonable:

• The bid is lower than the industry average and the competitiveness is low, resulting in insufficient ad exposure. Especially for new plans, the initial bid should be slightly higher than the industry average in order to seize traffic as quickly as possible.
• The bid is not adjusted according to the actual resources requested

For example, only large pictures > group pictures > small pictures can compete, and IOS user bids > Android bids can win the competition.

• Failure to raise bids in time according to special nodes results in low impressions;

It is recommended that the bid for the new plan should be slightly higher than the average, the bid for the large picture new plan should be higher than the small picture, and the bid for the IOS plan should be higher than the bid for the Android plan, so as to ensure the normal display of the advertisement. However, if the display volume is lower than normal and there is no improvement after multiple price increases, you can change the material or create a new plan.

3) Budget: Low budget, low estimated impression volume

The display volume of information flow advertising is greatly affected by the advertising plan budget. The media will pre-allocate traffic based on the budget value.

The following are situations where a low budget leads to low impressions:

• Multiple plans and dispersed budgets

For accounts with small budgets, it is recommended to focus on advertising in the early stage. If too many creatives and plans are created to disperse the budget, the display volume of the advertising plan will be relatively low;

• The overall budget is low and the budget is not centrally arranged

Choosing the average delivery mode will affect the delivery speed, and the display volume will be relatively low during all time periods. In the case of insufficient initial budget, we need to adjust the delivery strategy according to traffic demand, such as increasing the priority budget to concentrate on effective delivery time periods or target groups. For new plans, it is recommended to set a higher budget to ensure the initial delivery level, keep a close eye on the delivery account, and make timely adjustments when it reaches a certain level to avoid excessive consumption.

In general, it is necessary to continuously observe the conversion effect and allocate the budget more reasonably according to the conversion cost and ROI, while avoiding the situation where the delivery is prematurely stopped due to the rapid consumption of the budget.

4) Promotion period: The promotion period does not cover high-quality display volume

Inappropriate delivery time periods are mainly manifested as:

• The promotion period mistakenly avoids the peak time period

The delivery period selected each day is too short, which misses the best quality time period and results in low display volume. For example, the budget for the day is consumed too early, resulting in the failure to cover the high-quality time periods in the afternoon and evening.

② The bids in the premium time periods are not competitive, resulting in low impressions;

Information flow platforms are mainly aimed at providing entertainment during users’ fragmented time, such as rush hour and lunch break, which are peak periods of platform traffic. If the budget is sufficient, it is recommended to run the campaign throughout the day to minimize interruptions. At the same time, set budgets for different campaign periods based on the active time of the product's target audience on the promotion platform. If the budget is insufficient, it is recommended to select the time period with the best CTR or conversion effect based on the performance of the time period, cover the high-quality time periods, and increase the bids in these time periods to ensure conversion.

Taking into account the preloading function and in order to ensure better capture of traffic during rush hours, it is recommended to advance the rush hour period 1-2 hours, that is, increase the bid in advance at 5 am and 4 pm to grab traffic.

5) Balance: Insufficient balance, there is a risk of pre-stop

If the account is insufficient, there is a risk of pre-stopping, and the platform will control the exposure of the corresponding advertisement, resulting in poor delivery effect. It is recommended to recharge in time to avoid the account balance being too low and affecting advertising.

3. Click volume/click rate, how to optimize click effect?

The CTR we often talk about refers to the click-through rate, that is, CTR (click-through rate) = number of clicks/number of impressions, which is an important indicator to measure the quality of the material. Under the premise that the display volume remains unchanged, the improvement of CTR depends on the attractiveness of the materials and creativity.

1) Material: Material optimization improves click-through rate

There is a "golden 2 seconds" principle for information flow advertising. Users browse information very quickly, and your advertisement needs to be understood by users within 2 seconds. Generally speaking, there are four basic requirements for image materials:

The image is clear and recognizable;

1) The image is clear and recognizable

Image clarity means achieving the highest possible clarity within the size required by the media, which is beneficial to user experience .

Try to avoid text

2) Focus on the key points without confusion

There is a "golden 2 seconds" principle for information flow advertising. Users browse information very quickly, and your advertisement needs to be understood by users within 2 seconds. The typesetting results are complex, unable to efficiently transmit information, and easily drowned in the vast sea of ​​information flows.

3) Reasonable color matching and composition

Color has a striking effect in the design of advertising materials. It can convey the flavor of the product and influence the rendering of the mood of the picture. Reasonable color matching can attract users and stimulate their emotions, thereby improving the conversion rate of information flow advertising. When matching the colors of information flow advertising materials, you should pay attention to the following points:

① Choose a main color that can better highlight the temperament of the product. For example, the “Youhuo” advertising materials that focus on young fashion brands mostly use white and gray as the main colors:

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White gives people a feeling of comfort, simplicity, high-end, purity, neatness and simplicity. As the main color, it embodies a high-end and simple brand . White with a little gray as the main color makes the main object in the front look tall and elegant, giving the picture a texture and atmosphere without being ostentatious, highlighting the simple design of the clothing:

② The combination is harmonious and does not cause visual discomfort. It is not recommended to use large areas of color with high brightness and saturation, such as bright red, three primary colors, etc. For example, the following picture uses a large area of ​​high-brightness and saturated red and blue. The visual impact is too strong, causing visual discomfort and a lack of aesthetic feeling:

③ The combination is simple and not confusing. Avoid using too many main colors, avoid indiscriminate use of gradients, background colors synthesized with multiple special effects, or background and text colors that are too similar to the product colors, which will result in unclear material themes and confusion of elements.

4) Nativization

Compared with other types of ads, information flow ads that are more native, more realistic, and closer to life scenes are more likely to resonate with users and bring them closer to the users themselves.

2) Creative optimization to increase click-through rate

Generally speaking, there are three basic requirements for copywriting creativity.

1) Product related: Creativity revolves around the price of the product, the problems the product solves, the highlights of the product, etc.

2) Speak in plain language. The text is easy to understand, has a simple structure and is highly readable.

3) Concrete: By concretizing the segments of the population, product application scenarios, and the core value of the product, we can get closer to users.

4) Dynamic creativity: Through the population attributes such as "weather", "region", "age" and "gender" provided by the advertising platform, different dynamic creatives can be personalized and customized to make users feel that they are talking about him.

In general, the standards for good creative materials are: concise, focused, less advertising-like, and with highlights. In addition, optimizers also need to consider the different adjustment creatives for the target groups and say more appropriate words to different target groups.

Four ROI / How to promote user conversion and improve ROI?

After attracting users to click, further guide users to take action through landing pages , and achieve final user conversion through customer service and marketing teams. The ultimate metric to consider when deciding whether an ad is effective is not the volume of impressions, click-through rate, or number of conversions, but ROI. ROI, or return on investment, is a measure of the ability of each advertising investment to achieve a certain amount of conversion goals. The formula for calculating ROI is as follows:

ROI = [( Revenue - Advertising Cost) / Investment] * 100%

Through the ROI indicator, we can connect all aspects of advertising, comprehensively evaluate the overall advertising conversion effect, control the reasonable unit consumption cost, and adjust the overall advertising budget and strategy. On the other hand, ROI is also an important criterion for measuring the quality of traffic from different channels , which helps to screen effective delivery channels.

Information flow advertising requires more refined operations. Clear thinking logic and correct optimization ideas are necessary and sufficient conditions to ensure accurate and efficient operations.

For information flow advertising, please contact Qinggua Media official

The author of this article @ App Growing compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games