Reduce costs? Double the conversions? 5 dimensions to help you solve the problem!

From complexity comes simplicity.

For many bidders, bidding is a very complicated matter. They need to write different creative ideas according to different groups of people, find out the disease types from a large amount of data, and formulate targeted optimization plans...

But the ultimate sophistication can be reduced to ultimate simplicity. Bidding is ultimately just a process of controlling traffic . That is: the process of whether the flow is wanted or not, more or less .

So how do we achieve simplicity?

Account structure is our tool for controlling traffic and the foundation of all optimization operations. A reasonable account structure can help us better control traffic and achieve the goal of simplicity.

1. More effective control of consumption

Typically, conversions vary between products or regions. A clear account structure can help us better control consumption of each product or region.

2. Easier data analysis

A clear account structure means that the data downloaded later will also be clear, making our data analysis work more efficient.

3. Optimize your account more efficiently

A clear account structure allows us to see the current status at a glance, makes our thinking clearer, helps us quickly find the optimization direction, and makes the optimization work efficient.

So how to divide the account structure? Usually we can divide it according to the following five dimensions:

Bidding is nothing more than a process of converting traffic based on traffic demand. Different traffic will have different demands, so we can divide the account structure according to the dimension of the keyword purchasing stage, and distinguish bids according to different parts of speech.

Usually the profit, value and type of each product will be different. For multiple products, we might as well build an account structure based on the product dimension to control the consumption and cost of each product.

Region is a very important dimension in promotion . Sometimes, the conversion results in different regions vary greatly.

Then we can divide the areas into key and non-key areas to better control the traffic.

To put it simply, it is PC and mobile. Due to the difference in products, the device conversion will also vary greatly.

For example, a traditional enterprise may have a better conversion rate on the PC side but a very low conversion rate on the mobile side. In this case, we can build the account structure based on the device dimension.

The same principle applies to regions. Divide according to the conversion effect of products in different time periods.

After reading the above account division dimensions, some friends may have questions: I have multiple products and multiple regions, which dimension should I use for division?

This is a good question, and it is also the focus of the entire article: How should I build accounts based on dimensions ?

Usually, accounts can be divided into three categories: large accounts, medium accounts and small accounts according to different budgets. Then I will take these three categories as examples to talk about the dimensions of account building.

1. Large Account

• For single product or single region, accounts can be built based on " region + device " or " region + purchase stage ".
• Single product, multiple regions can build accounts based on " demand + time period " and " demand + equipment "
• For multiple products and multiple regions, accounts can be built based on " product + region + purchase stage " or " product + purchase stage + equipment "

2. Chinese Account

• Single product, single region can be combined to build accounts based on " device + purchase stage "
• Multiple products and single regions can combine and build accounts based on " product + purchase stage "
• Multiple products and multiple regions can be combined to build accounts based on " purchase stage + region "

3. Small Account

• Single product can build accounts according to " purchase stage "
• Multiple products can build accounts according to " one product, one plan "

From complexity comes simplicity. The simplicity lies in the "account structure", which is the foundation of all optimization operations.

So, dear readers, is your account a qualified account?

The author of this article is @Houchang College and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games