From novice to expert, teach you how to quickly play Sina Fuyi Advertising

When doing information flow advertising , after comparing the advantages of various parties and selecting a platform, you find that you don’t know how to operate it in practice? Precious time is wasted on familiar platforms, or even wasted due to unfamiliar operations. In order to benefit everyone, we will publish a series of practical manuals for various platforms.

Today I will share with you how to use the backend of Sina Fuyi, mainly involving two aspects: backend functions and advertising operations. This may be the most comprehensive guide.

Function

First, let’s get familiar with the functions of Sina Fuyi backend.

Part 1Home

Account Balance: The real-time total balance available for advertising .

Today's consumption: The real-time consumption total of all delivery plans in the account on that day.

Yesterday's consumption: The total consumption of advertisements under all delivery plans of the account yesterday.

Data overview: data (consumption/impression/ clicks / click rate ) charts for the past 7/15/30 days.

System notification: Sina backstage notification about Fuyi advertising. Advertisers need to pay close attention to the notification content.

Creative rejection notice: For advertising creatives that are rejected under the current account delivery plan, advertisers need to pay attention to the reasons for rejection and can modify and resubmit based on the reasons for rejection.

Part 2 Product Management

The advertising management page is mainly the entrance to Sina Fuyi Advertising and Sina Xuanyuan Advertising. Here we choose to enter the wing.

All functions for advertising launch and operation are hidden here. Be patient, I will come back to talk with you in detail about creating advertisements and optimization operations in the practical section below.

Part 3 Statistical Report

The statistical report displays various statistical data charts (all types of data can be exported to Excel tables).

Statistical dimensions: ad group, ad, creative, region, resource, interest, gender, age, operating system, network environment, and ad template.

Sina Fuyi’s data dimensions are the most complete among all advertising platforms, which is an advantage! You can focus on reference analysis when optimizing delivery.

Data types: exposure , clicks, click-through rate, consumption (yuan), CPC, ECPM, conversions , conversion rate , conversion cost, views, registrations, added to carts, purchases, inquiries, form submissions, downloads, activations , video plays, play completion rate, average play time; hourly data can be viewed.

All the above data types can be counted under each dimension, and you can customize the columns to display the required data types when viewing.

Part 4 Optimization Center

Effect optimization: Conversion tracking can be done by downloading the corresponding code and adding it to the page according to data requirements. After it takes effect, the corresponding data will be counted in the background;

Customized audience packages divide users into groups with different marketing characteristics based on their behaviors , helping ads target high-potential users or exclude non- target users ;

Creative optimization: includes landing page production tools and video production tools to facilitate the design and production of advertising materials.

Financial management, system management, and learning center are not highly relevant to advertising practice and optimization, so I will not go into details.

Practical

First, enter the product management page and click on the Fuyi entrance to create an advertisement. Sina Fuyi has three levels for creating advertisements: New Ad Group ➔ New Ad ➔ New Creative.

Step 1 Create a new ad group

Set promotion objectives, budget and delivery schedule

Promotion purpose: divided into two categories. If the advertiser's promotion purpose is APP application download, that is, the customer will jump directly to the download interface after clicking the advertisement, select "App Download"; in other cases, choose landing page promotion.

Ad group name: You can name it yourself. It is recommended that the naming standard clearly show the promotion target, for example: November-Men's wear-Pants-Item No. 01.

Daily budget: unlimited means there is no upper limit on the advertising consumption amount. The budget you set is the maximum daily consumption limit for all ads under this ad group. Budget increases will take effect on the same day, while budget decreases will take effect after 24:00 on the same day.

For example: the daily budget of 3000 is increased to 4000, which takes effect immediately; the daily budget of 3000 is reduced to 2000, and the ad group may still consume up to 3000 on the same day, and the daily budget of the ad will be reduced to 2000 the next day.

Delivery speed: Standard delivery means that the advertising budget is consumed steadily during the delivery period of the day; fast delivery means that the advertisement will quickly gain a large amount of exposure after it is started and may consume the daily budget in a short period of time. If the exposure and consumption in the actual delivery do not meet expectations, you can check other factors such as whether the advertising targeting is too narrow, whether the bid is too low, etc.

Delivery date: You can set the schedule independently according to your promotion needs. For the sake of advertising quality, it is recommended that the advertising delivery date should not be interrupted too much.

Step 2 Create a new ad

Set up your inventory, targeting, and bidding

Sina Fuyi backend has more than 40,000 user tags, covering 201 content categories and 81 interest areas.

When setting targeting, the right side of the page will display an estimated effect data in real time based on the targeting range set by the advertiser, including the expected number of users to be covered, exposure, and click-through rate, so that advertisers can have a rough estimate of the targeting range.

Among them, smart bidding - oCPC optimizes conversion costs, establishes customer conversion models based on conversion data docking, and uses machine learning to replace manual experience to improve delivery efficiency and control conversion costs.

Smart bidding is divided into two stages. In the first stage, ordinary delivery is paid on a click basis to collect conversion population and characteristics. In the second stage, the system intelligently and dynamically selects traffic to achieve conversion goals. In order to achieve the ideal oCPC delivery effect, it is still necessary to continuously optimize the creativity and landing pages.

The most important thing before implementing oCPC is code installation. In the Fuyi backend: Optimization Center ➔ Conversion Tracking ➔ Select XPath Monitoring. Only after the XPath joint debugging is successful can oCPC optimization be used.

Step 3 Create a new idea

Select a creative template, submit advertising materials, and upload creatives

When creating a new ad creative, there are two creative title optimization tools: title hot search and dynamic word package. Advertisers can choose to use them according to their delivery needs.

Hot Title Search: Based on the huge amount of hot news titles from Sina and Weibo, timely track industry hot spots and let creativity keep up with the "trend". Provide hot search words based on the customer's industry, provide relevant titles based on keywords , and support re-editing with one click.

Dynamic word package: A form of dynamic creativity that replaces a word package in the creative title with different words based on user characteristics, thereby improving creative relevance and increasing ad conversion rates.

The principle of dynamic word package is shown in the following figure:

74 public word packages are provided based on user interest tags, covering many aspects such as industry, geography, time, finance, weather, festivals, etc. Among them, the financial word packages are particularly rich, which is also a unique advantage of Sina and a benefit for financial advertisers.

Advertisers can insert dynamic word packages when creating ad creative titles, and generate creatives that are highly relevant to users when the ads are delivered, thereby attracting user attention and increasing click-through rates. The specific implementation can be seen in the following example:

After the advertising idea is submitted, it will enter the pending review status. You need to pay close attention to whether it passes the review. If the review is rejected, you can modify and resubmit it based on the reasons for rejection. Once the review is passed, you can launch promotion as needed!

The author of this article is @Mi Kuang Academy and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform