3 tips for information flow optimization + 8 cases, if you don’t believe me, you can’t do it well!

Create a plan by keyword (it is recommended to use the backend recommended word package. If 200 words are not enough, you can choose the high- traffic and high- conversion words in the Fengchao account for self-recommendation)

1) A plan of brand + competitor keywords to obtain accurate traffic. You can increase your bid.

2) Product word plan, as the basis of traffic source, recommends a medium bid.

3) The crowd word plan can be used to place words surrounding industry-related content (Japanese, such as animation-related). This type of plan is used to supplement traffic, and it is recommended to run volume at a low price.

In addition to keyword targeting, the above plan must select all interest targeting settings and cancel the "medical industry" interest point. According to the display mechanism, the exclusion method rather than the optimization method is used in interest screening, canceling some extremely irrelevant points of interest to retain the majority of traffic. At the same time, after setting keyword targeting, it is not recommended to set other natural attributes so as not to affect normal display.

Optimization step 2: Targeted optimization

The purpose of targeting is to limit the advertising audience to a certain range, achieve more accurate reach, and thus improve the return on investment .

When using directional methods, the following main factors should be considered:

In addition to setting targeting based on the above factors, we also recommend that you use the "post-test" method to re-position your target users .

Through Tencent Social Ads' "Report Analysis" → "Crowd Analysis" , you can view performance data based on location, understand the location of your users (or the location when they click on the ad), age distribution, gender distribution, and the popularity of your promotion plan in different regions/age groups/genders.

Then we analyze how to make targeted optimization adjustments. For example, if we find through analysis that a certain region has a lot of clicks , we can set up a separate advertising campaign to target that region. We can also set up an independent plan, allocate a budget, and design targeted slogans to further improve the effect.

We recommend that you use a variety of targeting combinations, make as many attempts as possible, observe the delivery effects of ads with different targeting conditions, and gradually select the most suitable targeting settings.

Also note that:

(1) Targeting should not be too narrow. If the targeting conditions are too detailed or there are too many cross-reuses, it will result in low ad exposure. When setting targeting conditions, it is recommended to refer to the system estimate at the top of the targeting settings page and make flexible adjustments.

(2) In the same account, ads with the same targeting and the same specifications will compete with each other for traffic, so it is not recommended to submit ads with the same targeting combination and the same specifications repeatedly.

Optimization Step 3: Material Optimization

During the information flow advertising delivery process, only after a certain amount of display is achieved will we move on to the next step of optimization: click volume. There are two factors that affect clicks: CPC & CTR . Regarding bidding, it is recommended to set the price at 1.5-2 times of the target CPC to increase competitiveness and ensure display volume. As a type of display advertising, creative freshness, relevance, diversity and periodicity all have a direct impact on CTR. Our education clients can increase the attention of information flow ads from the following aspects.

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1. Price-related creative ideas: Creative ideas for course discounts generally have a higher click-through rate and are very attractive to consumers.

2. Human-oriented creativity: Combine some common psychological characteristics of the target group (such as the desire for success, curiosity, thirst for knowledge, etc.) to attract clicks.

3. Value-based creativity: Provide solutions to meet the needs of netizens and help them solve their existing confusion.

4. Design creativity: Learn from the innovations of customers in other industries in information flow materials, and make the products more design-oriented through image cutting.

Of course, different audiences will have different focuses on educational products. For example, the consumer groups for language training are mainly college students and white-collar workers, mostly women. Most of their learning purposes are out of interest or to improve their abilities. For this group of people, they are not very interested in pictures of beautiful women and handsome men. What is really attractive to them is the strength of the course discount and the content of the course, that is, the embodiment of price and value.

In terms of academic qualifications , most of the students are taking postgraduate entrance exams or upgrading from junior college to undergraduate . They hope to be admitted to their ideal school and have high standards for scores. Therefore, they attach great importance to whether they can pass the exam and how high the score line can be. Therefore, advertisements need to focus on these two aspects, namely the embodiment of humanity and values. Vocational education is similar to academic qualifications.

Most of the students who study abroad are students or working people with good conditions in first- and second-tier cities. They will be very interested in the location, institution and courses of studying abroad. The key is whether this advertisement can solve his problems during his preparation for studying abroad. Or it is very important to be able to attract him to click to learn more information about studying abroad.

The people who attend K12 classes are students, but these advertisements are actually for young parents. When it comes to their children’s education, parents will first focus on the value of the course itself and secondly whether there are any discounts on the course.

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Industry: Education - Non-academic Education Institutions

Traffic distribution: WeChat

Target population: Women aged 30 to 48

Industry: Education-Non-academic education Education platform

Industry: Education-Non-academic education Education platform

Material specifications: 200*162

Traffic distribution: QQ client

CTR higher than peers: 128%