High-conversion information flow account building routine, just use it directly!

Recently, a friend left a message to complain: There are too many creative ideas in the background, and it is a headache to manage them. But when I saw this friend's messy account background, I felt a little heartbroken.

Optimizers have been putting a lot of effort into analyzing customer needs and generating creative ideas. However, setting up an account in an orderly manner, this seemingly simple entry-level skill is often overlooked. How many people have to spend twice as much time to improve because they were lazy in the beginning?

Therefore, we rushed out this most basic and efficient "account building method" overnight. Whether you are a novice or a veteran in information flow , copying this building method will make your account management 5 times easier.

1. Spend a few seconds to distinguish the settings. You will thank yourself later.

Similar to keyword accounts, the structure of information flow promotion accounts is also divided into: promotion plan, promotion unit, advertising creativity and other parts. The specific structure is as follows:

We know that advertising creativity is increasing day by day. In order to facilitate future management and indexing, we recommend setting up your account structure according to the following classification method:

Promotion plan: differentiate by information streaming media, products, and target audience

Promotional unit: Differentiation in the form of directional and creative illustrations

Advertising creativity: Differentiation by segmented selling points

2. What is a good account structure naming?

A good account structure naming is like the catalog of a book, which can be searched and managed according to the name of your plan and unit. The following points should be followed:

For specific naming conventions and examples, please take a look:

Promotion plan:

Use information flow to promote media, products and crowd segmentation, and use the symbol "-" to distinguish the three dimensions

Example: Sogou-Travel- Brand Group

If there are separable sub-dimensions in the same dimension, it is recommended to use " " to distinguish them. Example: Sogou - Island tours in Beijing, Shanghai and Guangzhou - Brand audience

Promotion Unit:

Segmented targeting methods (interest + keywords) and image format naming

Example: Travel - Single Image

Advertising creativity:

Named after the selling points

Example: Bali prices

If there are personalized needs, they can be reflected in the business lines at the planning level.

Example: To focus on promoting island tours in Beijing, Shanghai and Guangzhou, the business line is: Sogou-Beijing, Shanghai and Guangzhou*Island Tours-Core Groups

With the above presets, you can easily manage thousands of information flow ideas and manage the account according to customer needs at any time, such as:

1. A furniture manufacturer used to advertise on Sogou to sell sofas, but now wants to launch an attack on the new market of tables. In this case, it can create a new promotion plan of "Sogou-tables-brand loyal groups" to centrally manage creative ideas about tables.

2. An accounting training company found that the reason why the promotion of "CPA training" was not effective was that the targeting strategy of "25-34 year old men" was inaccurate. Then you can search for relevant promotion units by population and try to change the targeting to "25-34 year old women".

3. Actual combat exercise, a real case

After reading so much, it’s time to test the results. Here is a real case scenario:

Case: A ticketing company wants to promote a music festival in the information flow, and it targets the following three markets:

1. People who want to travel during the May Day holiday

2. People who like music festivals

3. People who like music festivals and brands

What kind of account should you set up? Help it manage creativity?

Take Baidu information flow as an example:

It is worth noting that there is not just one correct answer. If you can classify and organize it according to the above template, I believe you will also get a perfect answer!

Some of you may think that the content of this issue is relatively basic, but if you want to quickly optimize and manage your account, it all depends on these details. Once you develop good habits, operating your account will be very easy.