How can a novice quickly build an information flow account? Teach you 3 steps to get it done

Many optimizers who have just started to work on information flow are confused when they first get an account. They don’t know where to start or how to build an account. They worry that if the investment is not good and they lose customers, they may have to take the blame, making customers and leaders feel that they are not professional enough.

In fact, there is no need to be afraid. This is not that difficult. As long as you sort out the confusions one by one, you can easily build an information flow account. When we get an account and start building, we usually encounter three problems:

How to build an account structure?

What orientation method is best?

How should the copy be written and what kind of pictures should be suitable?

In this article, we will focus on these three questions to help you solve the confusion of "how to build an information flow account".

Usually, after we get an account, the first thing we understand is the brand , product, selling point advantages, purpose of the campaign, and evaluation indicators . Extract the information that is beneficial to our delivery from the limited information provided to complete our delivery tasks.

Targeting is when we find the target audience for our client's products, and copywriting is what we need to say to the target audience. The former requires us to conduct research and analysis on the target audience, while the latter requires us to analyze the selling points and advantages of the product.

A good account structure is for easier management and adjustment of accounts in the future. Usually, the account structure can be built in the following ways, which can be built according to personal habits:

1. Build an account promotion plan based on information streaming media, products, target audience groups, and promotion areas

2. Build unit levels in a targeted and creative way

3. Create different advertising ideas by segmenting product selling points

As mentioned above, targeting means we define our target audience.

Usually the target audience will look for:

Determine the target audience profile through research and sales data, which is usually relatively reliable;

There is no substantial data to explain, but only the crowd portrait told to you by your own intuition. In this case, the optimizer needs to have sufficient professional knowledge to identify whether the information is reliable, otherwise you may fall into a trap;

We can find the target audience by collecting and researching. For example, through Baidu Index, we can analyze the cities, gender ratio, age group and other characteristics of our target audience. This information can lay the foundation for the later development of Dingxi.

Obtain target audience characteristics through the backend tools of the promotion platform, such as the targeting assistant in the tool center of the Baidu promotion backend to obtain the audience portrait.

Of course, the crowd portrait obtained through this information needs to be clearly explained to the customer before the launch. Testing is required in the early stage. The crowd portrait we collect requires certain data to support optimization and adjustment, and the optimizer needs to understand basic data analysis knowledge.

Information flow advertising mainly consists of two parts: copy and pictures . Copy is the key to attract customers to click. A high-scoring copy can attract more clicks from users. So how can you write a high-scoring copy?

To write an excellent copy, you need to have a "user perspective". What is "user perspective"? When writing copy, think from the user's perspective and ask yourself what the user's needs are. Why do users need this product? After knowing the existence of the "user perspective", let us start to think about what the user needs are? Why is it needed? What is the main consideration?

To write high-scoring copy, you must first give up the perspective of selling goods and always remember the user perspective . You can use the following 6 copy templates and nine approaches to make your information flow ads more like content:

After you have initially determined the direction and creative ideas, you may still worry about whether they are effective. The most direct way to verify it is to test it.

So how to do the test specifically? The following are a few suggestions I give, and you can test them according to your actual situation.

1. Clarify the purpose. Regardless of whether you are testing copy, landing page or page conversion copy, you need to be clear about what purpose you want to achieve. For example, you hope to test whether quotation copy or discount copy has a higher click-through rate . Only when the goal is clear can you carry out targeted testing.

2. Centralize the testing budget to avoid excessively dispersed budgets, which can lead to excessively high testing costs. For example, there are too many creative ideas being tested within the same directional unit, and the budget is too dispersed, making it impossible to test the creative effects.

3. Before testing, you need to determine the priority of the variables to be tested. For example, if the copywriting and targeting have not been tested yet, it would be meaningless to test which conversion copy is better on the landing page first.

In short, when you get an account, we all need to rely on our own professional abilities to sort out and judge the products that are suitable for promotion, and optimize ideas before taking action. Finally, I wish everyone can achieve a better delivery effect.