What are the information flow optimization techniques? Leave it all here!

Account optimization refers to the process of continuously improving promotion effectiveness by changing key elements of the promotion (budget, time period, materials, bids, landing pages , etc.). The three important stages in promotion are:

Win exposure opportunities → Win customer clicks → Get conversions

The three stages are closely related, and the goal of promotion optimization is to do each step well to maximize the promotion effect. Therefore, the following optimization method breaks down the influencing factors of these three stages and explains in detail how to control each link. I hope it will be helpful to everyone.

Excellent promotion effects generally require meeting two or one of the following conditions: large conversion volume and low conversion cost. Here, we derive the account optimization mind map with conversion as the origin. When the promotion effect is not good, we can check them one by one, find the key constraints, and then optimize them.

1. Account structure optimization

Clarify marketing goals and set a clear and reasonable account structure

The setting of the promotion plan serves the advertiser's own marketing planning ideas. There are no fixed regulations or restrictions, but the structure must be clear to improve management efficiency and facilitate subsequent data statistics and analysis.

The following examples are for your reference:

2. Optimization of directional methods

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.

3. Promotion budget optimization

Regarding setting the budget amount, there is no uniform standard or rule to follow because each advertiser's situation and promotion goals are different. You need to gradually master the skills during the delivery process.

For beginners, it may be a good idea to start with a small amount. After the campaign begins, you need to closely monitor the effectiveness data and offline time of the promotion plan, and increase or decrease the budget amount at any time based on the actual promotion situation.

Offline time refers to the time when the daily cost reaches the budget limit.

There are two points to focus on when optimizing your budget:

(1) The function of uniform consumption is that the system intelligently and dynamically allocates exposure within the time period set by the advertiser, trying to achieve stable consumption. However, if your strategy is to grab the most exposure in the fastest time, or if you are currently in the testing phase of the advertisement, you can turn off uniform consumption. Observe the budget consumption rate and click distribution under unlimited conditions.

(2) If the budget is consumed too quickly, you can consider allocating the budget in a more refined manner by region or platform. You can use the backend report to view the budget share of different regions, platforms or other dimensions, and then combine the performance data and the company's marketing plan to make a more refined split.

4. Optimize promotion period

The promotion time period is generally set based on the active time of the product target audience on the promotion platform. It is recommended that advertisers conduct a large-scale test first and set the delivery time based on actual data.

5. Bid Optimization

The above-mentioned factors - targeting, budget and time period are the basic settings for advertising exposure. Within the scope of the basic settings, the amount of advertising exposure is mainly determined by two factors: bid and material click-through rate .

ECPM (evaluation probability) = CTR (click-through rate) CPC (click price) 1000. When the product of CTR and CPC is high enough, sufficient exposure will be obtained.

Recommended bid adjustment steps:

(1) Create a new ad, upload high-quality ad creatives, and set the initial price to a higher value. For example, the recommended bid range is 0.48–1.50 (yuan), and can be set above 1.0 yuan.

(2) Observe the exposure and click data of the advertisement:

a/ If the ad has very few impressions, less than 3,000, please increase the bid appropriately and make a decision after getting a certain amount of impressions;

b/ If you have a certain amount of exposure (3,000 to 5,000 or more), but the click-through rate is low, please update and optimize your ad creatives in a timely manner;

c/ If you have already received a certain amount of exposure (5,000 or more) and your click-through rate is relatively ideal, you can keep your current ad unchanged and continue to monitor the data. If you want to get more traffic, you can increase the bid or change to better materials.

(3) Continue to pay attention to advertising data. If the data shows an upward and stable trend, you can try to gradually reduce the price. If it is lower than the normal level, you can raise the price again and observe again. If the data still does not improve after the price increase, it is recommended to give up the price adjustment and instead update the advertising materials.

Therefore, when a new advertisement has been exposed 3,000 to 5,000 times online, you can decide whether to lower the price, raise the price, pause or replace the material, etc., so as to continuously explore and optimize experience and improve the promotion effect.

6. Optimize the click-through rate of materials

The amount of ad exposure is mainly determined by two factors: bid and material click-through rate. Therefore, only when the CTR is high enough can the CPC bid be lowered, thereby reducing the cost of user acquisition. It is particularly important to emphasize that the click-through rate factor is very important. If the click-through rate of the material is very low, it will be difficult to obtain a large amount of traffic even if the bid is high.

The following three points can be considered to improve the click-through rate of materials:

(1) Update frequency: Based on user research and testing conducted by Tencent's social advertising operations team, and in combination with the online behavior habits of Tencent social platform users, we recommend that you update your advertising creatives every 3 to 7 days. If the exposure and click-through rate data of the advertising creatives delivered continue to be poor during the new advertising training period (1 to 7 days), you may consider pausing or updating the existing creatives.

(2) Diversified specifications: Advertisers are advised to submit all available specifications online to ensure sufficient exposure and avoid situations where the ad space cannot be exposed due to missing specifications.

(3) Attractiveness of materials: Whether a material is attractive or not is a matter of opinion, but there are certain rules to be followed in terms of public aesthetics and popular advertisements. We will make a simple summary for your reference in the CTR process. However, the key is to extract different selling points, understand consumer psychology → create high-quality materials for online delivery → test data → extract and summarize → continuously analyze and accumulate experience. I hope everyone can find their own winning formula.

7. Ad click optimization

Click-through rate (CTR), CTR = clicks/impressions

For most advertisers (not just pursuing exposure), the higher the CTR, the better.

Under the premise of a certain exposure volume, the improvement of CTR mainly depends on the attractiveness of the material. The relative CTR is also an important indicator to measure the quality of the material.

8. Material quality optimization

Basic elements of excellent materials:

(1) Clarify the promotional goals: Before creating the materials, first determine who the advertisement is for, what it will say, and what conversion goals it will achieve. Only by being targeted can you achieve your goals.

(2) Avoid repetition: Advertising creatives do not win by quantity. Avoid using the same creatives repeatedly. Too much repetitive creatives will cause visual fatigue to users and reduce click-through rates. It is sufficient to launch 1 to 2 similar advertising creatives with the same targeting conditions.

(3) Clear copywriting : The copywriting should focus on the key points and be as targeted and attractive as possible. Avoid using general and vulgar copywriting. It can be in the form of theme + auxiliary instructions, and it is recommended not to use more than 2 fonts/colors. Use standard fonts whenever possible, and avoid distorted or younger fonts.

(4) The composition should be simple and the main and secondary elements should be clearly distinguished: within the effective advertising size, the key points should be highlighted as much as possible, and the content should be kept simple. Try to use stable (inverted triangle, vertical) and symmetrical (left image, right text, right image, left text) compositions, and avoid using too many decorative forms. The entire picture should enable users to quickly and clearly perceive the relationship between the image, text, and background.

(5) Overall coordination: The overall tone and style of the material should be consistent. Try to use solid-color, flat, slightly textured images for the background, and avoid using overly concrete or eye-catching images.

(6) Choose the right size: While referring to the above suggestions, you also need to choose a suitable ad size for your creative. Different delivery platforms provide different ad sizes to choose from. These sizes correspond to different exposures and click costs. Making reasonable choices based on your own needs can achieve more ideal results. If the promotion goal is to gain high exposure in a short period of time with a small budget and increase public awareness of the brand, then you can choose to place image ads with high average daily exposure and low cost per click.

9. Improve and optimize the conversion capability of landing pages

(1) The advertising material and the landing page should be consistent or related to the product;

(2) Improve the quality of website production, including rich content and high readability;

(3) Improve your product advantages, including price, product quality, brand, and reviews;

(4) The online help page is relatively complete and the customer service responds promptly;

(5) Self-service shopping tips on store/product pages, new user guides, and customer service guidance;

(6) Are there any incentives for new users?

(7) Reduce any information that may cause low security.