How would you set up an account for multi-region advertising?

Account structure is both our tool to control traffic and the foundation for optimizing our operations.

But many bidders are unable to build a perfect account structure. For example: How would you set up an account for multi-product and multi-regional launches?

How do we build it in the above situation?

Maybe some bidders will say “ one product, one plan ”. But in this case, there will be at least dozens of plans, which is not conducive to our subsequent optimization operations.

Or should we build it “ by region ”? But it is still not conducive to later optimization.

Readers who have read previous articles know that in order to build a clear and reasonable account structure, we will focus on "dimension" throughout the entire structure.

Among them, the dimensions mainly include five categories: " product dimension, regional dimension, time period dimension, platform dimension, and purchase stage dimension ", which can be combined and matched according to account budget, product conditions, etc.!

For example, for a small account with a single product, we can build it based on the dimension of " purchase stage "; for a medium-sized account with a single product and a single region, we can build it based on the combined dimension of " purchase stage + equipment ".

So how should we combine dimensions to build medium-sized accounts, multiple products, and multiple regions?

Generally speaking, the account structure for medium-sized accounts is mostly divided based on the " product + region " dimension.

Most bidders will definitely set up their accounts in this way after seeing this. As shown below.

There is nothing wrong with this kind of setup, but it is not suitable for accounts with too many products and too many regions, and future analysis will be more tiring.

Let’s take the above-mentioned “baking training” as an example.

After understanding the project analysis, we can divide the products into "key products" and "non-key products" according to their profit margins, audience range or other dimensions.

Based on the degree of product preference and acceptance of audiences in different regions, regions are divided into "key regions" and "non-key regions" .

❖ The specific divisions are as follows:

▲ Key products are divided into five categories: baking, bartending, pastries, coffee, and milk tea

▲ Non-key products are divided into four categories: milk tea, desserts, pizza, and pastries

▲ The key areas are divided into four categories: Beijing, Tianjin, Hebei, Shandong,

▲ Non-key areas are divided into three categories: Shanxi, Henan, and Inner Mongolia

After segmenting products and regions, when setting up accounts, they are still divided according to the "region + product" dimension, but non-key products are launched as a plan, which can be subdivided into multiple units.

For example, “key products” can be built one product per region. As shown below.

It is said that the ultimate sophistication can be reduced to simplicity, and a reasonable account structure is that simplicity! Not only can it help us effectively control consumption, but the data downloaded later is also clear at a glance, making account optimization more efficient!