Is information flow too expensive? Tell you how to create the effect of 5 million with 500,000!

With the expansion of social networks , the increase in the number of Internet users and the time spent online, information flow has emerged as a new star in the advertising industry.

Since information flow can accurately target target customers and advertisements are closely integrated with platform content, the advertising effect is greatly improved. With this advantage, information flow has quickly gained the favor of major advertisers.

So, today let’s talk about: When delivering information flow, how to optimize the account to maximize the promotion effect?

In fact, the nature of information flow and bidding is the same, but the names are different.

In essence, it is all about controlling flow and controlling demand. And the conversion process can be divided into: display-click-conversion .

It can be said that the above three stages are closely linked, and the maximum effect is to do each step well.

Therefore, the influencing factors of the above three stages will be disassembled and subdivided and explained in detail below, hoping to be helpful to everyone.

Display is the first step in the whole process . Only when users know about the advertisement can clicks and conversions be generated. Otherwise, all efforts will be in vain.

Usually display optimization can be carried out from the following points:

It refers to the targeted delivery of advertisements to the target group so that the advertisements can reach the target group with high accuracy, thereby improving the delivery effect.

The ultimate goal of advertising is to obtain conversions, so the optimization process needs to be conversion-centered .

That is: filter out "areas with higher conversions" and "areas with lower conversions" based on background data, and then optimize them.

You can create a separate ad targeting campaign for this region and perform volume operations:

1. Increase your bid

ECPM (Exhibition Rate) = CTR ( Click-through Rate ) CPC (Click Price) 1000

From the above formula, we can see that if the click-through rate remains unchanged, the higher the bid, the higher the impression. Therefore, you can appropriately increase the price to increase the display and click-through rate.

2. Increase promotion period

The promotion period can be appropriately extended to achieve the purpose of increasing sales.

3. Refine the area

A high conversion rate means that the product is more accepted in the region, so the product can be segmented into counties, villages, etc. based on the region.

It is recommended to use a variety of targeted combinations and investigate the causes of low conversion rates. Usually the reasons for low conversion can be divided into the following two points:

• The people in this region have a low level of acceptance of the product . We cannot control situations like this. We either have to stop serving that area or optimize the landing page (this needs to be investigated based on the specific reasons of the user, such as whether they do not understand the product or have formed a purchasing habit. Different reasons will naturally lead to different optimization directions).

• Determine whether the creativity is consistent with user needs and interests . Generally speaking, people are selfish animals who only pay attention to things related to themselves. Therefore, when the creativity does not hit the user's pain points, there will naturally be no clicks, and no conversion will be formed.

• The targeting should not be too narrow, which will result in low ad exposure. When setting targeting conditions, you can refer to and adjust based on the system estimates at the top of the page.

• Avoid submitting ads with the same targeting combination and the same specifications repeatedly. In the same account, ads with the same targeting and the same specifications will compete with each other for traffic.

Budget optimization generally refers to the proportional allocation of various plans.

We can do this through the following points:

• Consume at a constant rate . This method can be used in the early stage of delivery. Since the time periods in different regions are unknown, the exposure can be intelligently allocated to the accounts to achieve stable consumption.

• The budget is being consumed too quickly . If the budget is consumed too quickly, you can consider allocating the budget in a more refined manner by region and platform. You can check the budget share of different regions, platforms or other dimensions through the background and make a more refined split.

Generally speaking, advertisers are advised to analyze the target audience and determine the delivery time period. However, since the information flow relies on the platform, the promotion period must be optimized based on the target audience's active time on the platform.

Optimization can be performed based on the following two points:

• For areas with higher conversion rates , the delivery period can be extended as appropriate
• For areas with low conversion rates , refine the promotion time periods to avoid wasting costs.

For information flow, targeting, budget, and time period are basic settings for advertising display, namely directional operations.

Bidding and click-through rate are operational issues related to advertising display.

From the above, we can see that click-through rate and bid determine the level of exposure. High exposure can only be achieved when the product of CTR and CPC is high enough.

When the click-through rate is too high, the bidding cost can be reduced to a certain extent, so let’s first explain how to optimize the click-through rate.

The ultimate goal of advertising is to attract users to click, so when optimizing, we must start from the user's perspective, understand user psychology, refine selling points, and then optimize clicks based on this.

For example

A certain advertiser is doing marketing training, and the target group is fresh graduates. Normally, fresh graduates do not have much money and they study for work. So when writing creative ideas, we can start from the above needs:

" Internet marketing course training guarantees employment. Learn first, pay later. "

It is recommended that advertisers update their advertising creatives at regular intervals based on the user's active hours, conduct tests, and determine the best creatives.

When specifications are missing, it may result in the inability to obtain ad impressions. It is recommended that advertisers submit multiple specifications online to ensure sufficient exposure.

Bidding is nothing more than a question of price. Usually there are two points for optimization:

• Bid high. Improve your creative ideas by optimizing them, and then reduce their prices to avoid situations where you can’t spend your money
• Bid low. High conversion and low bid, for this type of information flow advertising , we can increase the budget and improve the click-through rate

Clicks play a vital role in information flow ads . High impression and low clicks means having huge amounts of money but not being able to spend it, and it is still useless for conversion.

“CTR= clicks /impressions” . When the exposure is fixed, the number of clicks is proportional to the click-through rate.

For advertisers, the more clicks the better, which proves that the chance of conversion is greater, so we need to optimize the creativity and materials.

Usually, we can proceed from the following points:

Creativity, in simple terms, means attracting users to click through interesting, exaggerated, curious and other incredible words.

Usually creative optimization should follow the following principles:

1. Write based on user pain points . The ultimate goal of creativity is to attract users to click, so we need to understand the user's pain points to attract them to click.

2. Write according to the platform characteristics . For example, Weibo platforms may tend to write in a more interesting and distinctive style, while news platforms may tend to write in a more professional and serious style.

An eye-catching picture can make the creative more convincing and increase the click-through rate to a certain extent.

• Clearly define the target audience: Before making materials, it is necessary to clearly define the target audience and promotion purpose of the advertisement, and select materials accordingly.

• Avoid repetition: Repeated materials can easily cause visual fatigue in users. Therefore, avoid duplication in material selection and highlight selling points from multiple pictures.
• Clear images: Avoid blurry or colorful images, which will give users a poor experience.

• The composition should be concise: it should be able to quickly attract users and highlight the key points within an effective time.

• Overall coordination: The overall tone and style of the material should be consistent and consistent with the creative content.

• Reasonable size: Choose appropriate ad images based on the characteristics of different platforms

Well, that’s the end of the article.

What? You said I haven’t talked about how to optimize the landing page and improve the conversion rate?

Hey, of course I remember, but well~ I won’t keep you in suspense, how can you think about the little rabbit every day~

So, that’s it for today. If you want to know more about the follow-up articles, please continue to pay attention~

The author of this article @ SEM Alliance compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century