As long as the information flow optimizer does this step well, he can easily improve the conversion rate!

Many friends asked: I have been working as an optimizer for a year, and I still have a lot of problems, such as how often to update account creativity, and is there a pattern to follow? What is the relationship between exhibition points and consumption? What are the tricks to account bidding?

In fact, these are not difficult. After completing the account problem analysis, account building, and material production and online launch, what we need to do is optimize the feedback link.

That is, through a series of information flow data monitoring to understand the optimization effect, only based on scientific data analysis can we find out the principles for account optimization and various optimization tips.

1. Information flow advertising optimization logic

Look at this picture. To understand information flow optimization, you must first understand the marketing funnel. When customers say they want to improve their performance, they need to analyze the display, clicks, and conversions along the marketing funnel from top to bottom, find problems and solve them.

1. Factors affecting display

2. Factors that affect click volume

3. Factors affecting activation volume

4. Factors affecting ROI and improvement ideas

To make improvements in these four aspects, we first need to understand what the customer's evaluation criteria are. If the customer's evaluation criteria are only the display volume , then we only need to check the problem from the factors affecting the display volume. If the customer's evaluation criteria are ROI, then we need to check the display volume, click volume, activation volume and ROI from top to bottom. These four are further related. Only when the first three steps are done well can the goal of improving ROI be achieved.

2. Principles of Information Flow Advertising Optimization

Optimization principle: data-driven increase in revenue and cost reduction

Data-driven: Based on the feedback from the delivery data, we can judge the effects of each dimension of the account and optimize the good and bad parts in different ways;

Open source: For the parts with better-than-expected or relatively good conversion effects, continue to expand the display volume to obtain more conversions;

Cost saving: Reduce consumption and control consumption for the part where the conversion effect is significantly lower than expected;

"I understand the principle, but how do I do it specifically?"

This is a question many people ask. Don’t worry, just listen to the director’s explanation…

1. Information flow advertising effect matrix evaluation

Any creative ideas from any information flow advertising account can be put into the matrix below for analysis to select the corresponding optimization methods.

2. Information flow advertising optimization methods

Check your creativity and account optimization methods based on these, review your account optimization process, and maybe you will find the problem!

Of course, there is more to information flow advertising optimization than this. Here are also some suggestions on advertising bidding and optimization frequency for optimizers to refer to.

3. Information flow advertising bidding suggestions

Platform bidding features

1. End-end bidding characteristics: IOS bidding > Android bidding > PC bidding (only the average, the specific amount needs to refer to the display rights)

2. Advertisement bidding features: Home page > List page > Content page

Bid adjustment suggestions

1. Depending on the targeted content and bidding environment, you can adjust the bid based on your experience;

2. For newly launched ads, it is recommended to increase the bid and set a small budget to obtain delivery data feedback and CTR value as soon as possible. The CTR value will only be referenced after the cumulative exposure exceeds 50,000;

3. The price adjustment range is recommended to be adjusted within the range of 0.1-0.3 yuan, and real-time attention should be paid to the changes in the magnitude and conversion after the price adjustment;

4. The more detailed the targeting settings, the more you need to adjust your prices to win in the competition;

5. If it is easy to get traffic on the day and the traffic is consumed quickly, you can increase the budget appropriately and bid for high-quality traffic ;

4. Recommendations for optimizing the frequency of information flow ads

Account optimization cycle 5-7 days

Account checking frequency: Check the account at least 3 times a day, pay attention to the increase or decrease of the amount of delivery in real time, and check for account anomalies;

Material update frequency: materials should be updated at least twice a week, and after the materials are updated, each unit should have no less than 3 sets. Test the materials and eliminate those with low click-through rate and low conversion rate.

Delivery data analysis: Summarize and analyze delivery data and subsequent conversion data every day to identify account bottlenecks, develop and execute optimization plans, and pay close attention to delivery results in real time;

Account adjustment execution: Conduct A-B tests on targeted tags, ad positions, etc., monitor the effects, and optimize targeted combination delivery;

It has shrunk so much, it’s better to give an example↓

Case of a furniture customization company

This client is a company that provides customized furniture services to users. In the past, when it was running information flow ads on Baidu, it found that the cost was too high, so it wanted to optimize and reduce the CPA.

So the optimizer adopted this optimization process↓

Products launched: Baidu homepage information flow & Tieba information flow

Optimization period : 5 days

Optimization suggestions: Refined management of account structure: Baidu homepage - focus on keyword targeting, and create highly relevant creatives with keywords

Adjust bids based on conversion results and targeting methods: core word unit > recommended bid; general word & product word unit = recommended bid; long-tail word <= recommended bid

Tieba information flow: add category targeting, add keyword targeting reuse

As a result, the conversion cost of key customer Shangpin dropped significantly after one week of delivery, and the customer continued to cooperate with the delivery optimization.

We will review your account optimization in a scientific way and check any problems you encountered during the account optimization process, whether it is an account structure problem or a creative material problem. As long as you follow this strategy, can you still worry about increasing conversions, earning super high salaries, and reaching the peak of your life?