Tencent advertising account building skills sop

Below is some little knowledge I share about Tencent’s backend operation optimization. For our new students and friends who are interested, you can discuss it together.

First of all, as newbies, we may not know where to start when it comes to setting up an account. Now let me tell you how newbies should set up an account and start building a presence.

Preparation before account establishment

Whether it is search or information flow, you need to have a detailed understanding of the promotion link, budget, content, etc., and conceive a good architecture.

Promotion link: Communicate the link in detail with the customer, is it a form? Add WeChat? exposure? External link placement? Or order through mini program, etc.

Budget: Determine the overall budget of the customer, then allocate the daily budget, confirm the customer: initial launch budget, expansion period launch budget, stable period launch budget

Content: confirm the products that the customer wants to promote, confirm the links, such as public account promotion, lead collection, brand exposure, coupons, etc.; confirm the advertising positions, such as WeChat Moments, public account traffic, XQXS, Youlianghui, etc.;

Support: whether to use path pages or external links, whether the materials are provided by us or by the customers themselves, whether there is technical connection with the API, etc.

The above information needs to be confirmed with the customer in the early stage to facilitate us to achieve effective promotion.

Target information collection

Crowd portrait: basic Roca orientation (region, gender, age, education, interests and behaviors, etc.). For example, the target group of the wedding expo is mainly 21 to 38 years old, both men and women, who are interested in marriage, love, and parenting.

Demand points of the crowd: Analyze the demand points of the crowd and explore the needs of users. For example, liquor customers focus on taste, acne cream customers focus on effects, and decoration customers focus on price.

Creativity: Understand creativity, products, and popular material directions in the industry from multiple directions and platforms, so as to facilitate the reserve and delivery of materials in the later stage and achieve results as soon as possible.

Data connection

If the link placed by the customer is an external link, data docking is required, and technical personnel are required to install the API docking code and return the data to facilitate operations tracking data, adjust accounts, and control costs. To promote application downloads, mini-programs, etc., it is necessary to do API joint debugging and return data.

In general, as long as it is not a link for self-built websites, it is recommended to do a good job of API docking to facilitate cost control and data preparation.

Account structure overview

An account consists of three levels: planning, advertising, and creativity.

Advertising construction

①Advertising Type

Direct purchase advertising: SDPA product advertising - create product advertising, path: create product library - create advertising - create advertising with products;

Other advertisements: Choose according to different subject matter and actual promotion goals;

② Advertising naming

Purpose: convenient operation and data cleaning (necessary conditions for scenarios such as effect monitoring and routine review), which can be flexibly increased or decreased according to actual needs;

For example:

Plan name: Resource location - Material style or specification - Product selection/activity/selling point – Date

Advertisement name: Targeted audience - Bidding mode - Other key indicators (such as dual-target, ROI bidding test, etc.)

③Number of advertisements

Number of online ads = MIN (Max (50, daily consumption target X ten thousand * 15, 250)

The minimum number of online ads per account is 50 or 15 times the daily consumption target, and the maximum number is 250;

The relationship between the number of online ads and the balance: Ensure that the budget that can be allocated to a single ad is the amount of [10-15 conversions];

*Why 15 times?

For example, the daily consumption target is 100,000, the minimum number of ads is 150, and the balance is guaranteed to be 500,000, so the actual budget that can be allocated for a single ad is 3333

(Based on the industry’s average order value, there is room for about 10-15 conversions)

*If it is MC/DC dynamic creative advertising, one creative can be understood as one advertising number;

④New advertising

1. Time-divided launch: It is recommended to start 2 hours before peak hours; full coverage of 4 peak traffic hours a day; [6-10 am; 11-14 pm; 17-20 pm; 22-1 am the next day]

2. Avoid homogeneity: It is recommended that no more than 3 ads with the same material, targeting and bid be launched online at the same time to reduce filtering;

3. High-quality material fission: verified good materials can be derived and fissioned (the adjustment range is recommended to be more than 15%), and put online in different time periods and directions;