Getting started with information flow advertising, what are the dimensions that can be optimized?

With the explosive growth of mobile Internet , the information flow advertising market is also becoming more and more intense. So, as an information flow optimizer with no basic knowledge, where should you start? What are the dimensions that can be optimized? Don't worry, let me tell you:

Optimization Tip 1: Test Platform

Different platforms have their own groups and attributes. Different products will perform differently on different platforms at different times. Therefore, on the premise of fully understanding your own products, you need to constantly test the platform that suits your products. Here, I list the attributes of individual platforms based on my own blood and tears history of 5 million advertising fees:

1. Toutiao

Users: Mainly young men

Algorithm: The push algorithm for personalized messages is very mature, which means that the push is relatively accurate. However, this accuracy also has limitations and requires multi-dimensional copywriting creativity to cooperate with each other.

Creativity: Use clickbait titles to attract attention

Ad review difficulty: difficult

2. GuangDianTong

User: younger

Traffic : Large, mainly from QQ Zone

ROI: Advertising costs fluctuate greatly and are difficult to control

Ad review difficulty: General

3. Zhihuitui

3.1 Tencent News

Users: The group is relatively broad, with slightly more young women than men

Algorithm: The push algorithm is immature

Traffic: The volume is large, but it cannot be separated from the nature of residual traffic. In most cases, it is relatively stable, but it will be a mess when encountering events like Double 11.

Difficulty of ad review: Very difficult

3.2 Tencent Mobile

Users: The group is relatively broad, and user stickiness is poor

Traffic: Large, unstable, and the freshness of ads can only last for 1-2 days

Difficulty of ad review: Very difficult

3.3 Tencent Mini Page Pop-up

Users: Users who log in to QQ every day

Traffic: Super large, as long as you log in to QQ, you can receive push notifications, but it is just traffic, and the conversion rate is poor

Difficulty of ad review: Very difficult

4. Yidianzixun

User: Yidian Zixun is backed by Phoenix News , so it focuses on military and technology, and has more male users

Traffic: The traffic is average, after all, the installed capacity is there, but the growth rate is still acceptable

Difficulty of advertising review: Not difficult

Optimization Tip 2: Consider the creativity of copywriting

Excluding the targeting conditions of the platform itself, advertising creativity is the most accurate targeting, which is used to express products and screen candidates. It also directly determines the click-through rate , which directly affects the quality.

To attract users, screen users, and convey information, the role of copywriting and writing skills refer to the historical article "Is information flow advertising ineffective? That’s because you don’t know how to write a title .”

Optimization Tip 3: Refined Targeting

Based on the product's specific population and data analysis , we gradually carry out refined targeting, test the performance and conversion data of creatives under different targeting, and conduct A/B testing to improve conversion rate .

However, new accounts have a learning period. It is recommended to set the targeting as large as possible while meeting the product requirements. If the targeting is too narrow at the beginning, it will exclude a lot of traffic and the system will allocate even smaller data. Too small data is meaningless for optimization.

In addition, advertising must be analyzed in real time for real-time adjustments and cannot rely solely on experience, because experience will become invalid due to various factors such as platform, crowd, popularity, etc. However, data will never lie.

Finally, I would like to emphasize that the advertising budget must be sufficient. After all, the so-called optimization logic is mostly achieved by burning money.

This is just my personal opinion, and colleagues are welcome to leave comments and give advice.