It is enough for Toutiao information flow delivery and strategy optimization

From June to November 2016, the consumption of splash screen ads in brand advertising accounted for as much as 61% . Affected by Double 11, the overall consumption of brand advertising in information flow continued to rise, and in November 2016 it was roughly the same as the consumption of splash screen ads.

In comparison of overall CTR , the average CTR of splash screen ads is 5.47%, which is much higher than that of brand ads in information flow (0.93%).

Among bidding advertisements, information flow advertisements account for the highest proportion, reaching 85.75%.

In the overall CTR comparison, the opening screen broadcast bidding CTR was the highest , reaching 6.68% , followed by information flow advertising (2.52%).

Brand advertising has the largest promotional purpose of opening screen, accounting for 62.3% , and the CTR is also the highest when compared with opening screen.

Among bidding ads, e-commerce ads have the largest number of landing pages, accounting for 83.73%. The proportion of app downloads has increased month by month. The overall landing page CTR is not much different from app downloads (2.11% VS 2.01%) , and the proportion of headline articles is relatively small.

In the secondary classification, clothing and apparel categories accounted for the highest proportion, reaching 48.5% , followed by application downloads and video beverages.

Among the three main categories, men's clothing accounts for the highest proportion in the overall three-level categories, followed by mobile phones in IT digital products and watches in luxury goods.

Most e-commerce advertisers place ads between 10:00 and 13:30

Judging from the distribution of people who spend money on shopping, the main consumer group is 24-40 years old, and their main interests are entertainment, travel and food, life and health, real estate and home decoration, beauty and fashion. Shanghai, Jiangsu, Chongqing, Shandong and Hunan have a relatively high proportion of online shoppers. The proportion of males is higher than that of females.

Understand the industry attributes of Toutiao e-commerce advertising. What methods and strategies can be used to quickly get the account up and running when it comes to specific delivery? Next, let me introduce some optimization tips .

Before setting up an account, of course, you need to conduct a simple analysis of the product or industry and organize your marketing ideas. The following aspects are mainly considered:

▲Goal: What is the assessment goal and what are the promotion needs, so as to clarify the promotion purpose, promotion location and platform

▲Company: According to the company's different product line revenue, audience attributes, etc., clarify the promotion category, so as to facilitate the allocation of budget and bid after setting up the account

▲Product: Adapt advertising creativity and targeting based on product positioning, selling points, and audience characteristics

▲Industry: Conceive the direction of copywriting based on the characteristics of competitors and selling points of competing products, and decide whether to compete by differentiating selling points or adding promotional discounts to the same selling point.

E-commerce commonly uses a combination of delivery methods. There are many large pictures and picture group landing pages , and they are targeted at specific genders. Secondly, direct download ads will be placed. It is recommended that they be placed for a period of time during the testing period, and then targeted with interest tags with high conversion rates based on audience analysis.

If you need to increase the amount of display , you can try the following potential ad positions :

Copywriting can start from the following aspects. Such as discounts to save money, copywriting highlighting seasonal products, besties/colleagues buying big brands, popular items, brand quality and effect comparison , etc.

There are also the following ways to combine materials, such as floating layers, stamps, real people, details, price logos, matching pictures, and combination of pictures and texts .

The background provides a creative search tool that can help search for popular news titles and refer to the corresponding quality. Search for shirts as shown in the picture below, and you can get relevant information titles such as "Are you worried about wearing the same shirt as others? Everyone will want these shirts" and "How to match a white shirt with a jacket? This is the most elegant way to wear it in autumn and winter."

The creative setting adopts a multi-creative optimization mode to improve the relevance of ideas and help increase click-through rate .

Using multiple creative and optimization modes, the system will automatically deliver the most suitable graphic style and creative according to user attributes. By using dynamic creative tools, you can dynamically change the copy based on user attributes.

For example, if you add a dynamic word package for location, the copywriting "It turns out that this kind of outfit is popular among girls in street shots at {location}" will be displayed for Beijing users as "It turns out that this kind of outfit is popular among girls in street shots in Beijing", and for Shanghai users as "It turns out that this kind of outfit is popular among girls in street shots in Shanghai", which is more relevant.

In addition, dynamic word packages also support the presentation of system word packages and custom word packages such as week, date, and age. They can make more dynamic changes based on user attributes, increase user interest, and help optimize click-through rates.

Since there are obstacles such as lack of trust when users browse ads, the following conversion factors can be considered in content design.

For example, for cheaper products, users may worry that "cheap goods are not good" , so you can add the reasons for the low price and professional knowledge such as materials on the landing page to help users dispel their doubts. If users are worried about overpaying, you can also add factors such as limited-time sales and three-guarantee guarantees to encourage users to complete the purchase.

(Adding multiple conversion factors, stable delivery for more than 3 months)

A fashion e-commerce app targeting young fashionable men and women continuously optimized its delivery strategy through Toutiao promotion, increasing daily consumption by 7 times and reducing activation costs to 1/3.

Through in-depth understanding of the product, optimizers set different copywriting methods according to different audience attributes, make targeted bids in different time periods, continuously optimize CTR and reduce CPC.

For price-sensitive users:

Creative pictures highlight the event and product prices, supplemented by product/model pictures, and the copy mainly reflects the concept of super low prices for seasonal clothing

For users who are interested in clothing matching:

The creative pictures are mainly composed of multiple sets of clothing (tops/bottoms/bags, etc.), and the copywriting mainly reflects the concept of fashion dressing guide

For users who are interested in trend information:

The creative pictures are mainly street photos of different scenes, different styles of models, and different clothing combinations; the copywriting attracts attention by offering to teach users how to take street photos

Mining the male user group of Toutiao:

Both the image and copywriting creativity focus on the biggest pain point of male users, which is clothing matching.

In addition, through combined targeted testing, we can find the precise target group. After testing, it was found that AB category ( keyword , OCPC, APP targeting) has the best conversion effect, and the proportion of this type of traffic is continuously increasing. C and D category targeting such as interests has certain potential conversion effects. Through bidding creativity and targeting adjustments, ordinary targeted traffic is optimized to improve conversion rate.

After the testing phase, both activation costs and daily consumption showed a positive development trend, fully meeting customer KPI requirements.