Toutiao | Advertising Optimization Guide (Practical)

As one of the mainstream forms of mobile Internet advertising, information flow is now also showing a trend of a hundred schools of thought contending. Toutiao is also considered one of the mainstream information flow media.

Today I will talk about the introduction of Toutiao. Let’s first talk about the creation of Toutiao’s advertising plan.

What type of ad should I create?

Toutiao’s three main advertising locations : app download/landing page information flow/joke landing page information flow .

For app download, click on the ad to directly jump to the app download. iOS directly jumps to the appstore, and Android directly downloads the package. The landing page information flow jumps to the H5 landing page after clicking. The joke landing page is placed on the Neihan Jokes APP.

Three small pictures of the landing page information flow

App Download

If the purpose of promotion is mainly based on quantity, the advertising plan should focus on the landing page information flow.

The daily bidding traffic of the landing page information flow is large, approximately 200 million to 250 million. The landing page information flow is divided into small information flow pictures and large pictures, and the small information flow pictures should be the main one, because the background will control the frequency of the display of the large information flow pictures, requiring that it cannot be displayed more than a certain number of times, and the price is relatively high.

In addition to the small pictures in the information flow, the account also needs to be equipped with an application download plan. Generally, the cost of the application download plan will be relatively low. The combination of three small pictures in the information flow + application download can achieve both traffic and lower the overall cost of the account.

If you don’t seek volume but only want to reduce costs, it is recommended to focus on app downloads. After all, app downloads go directly to download after clicking on the ad, skipping the landing page link and avoiding loss in this link.

How to orient the crowd?

In contrast to Guangdiantong , it is not advisable to set the audience in detail in the initial stage of Toutiao's launch.

First of all, Toutiao’s advertising is based on the user model. Even if there is no limit on user types, the number of users targeted will not be outrageous.

Secondly, Toutiao itself has many frequency control rules. If the audience is set too narrow in the early stage, it will be particularly difficult to increase the volume of the account.

Again, the same population label will definitely have different user positioning on different media platforms such as Data Technology, Guangdiantong, Baidu and Toutiao. Bidding optimization should be adjusted based on the actual data of the platform rather than experience, because experience and traffic change at different speeds.

When a certain amount of data has been accumulated, it is recommended that after the advertising plan reaches 1 million impressions, you can check the audience analysis in the background based on a plan with a better cost scale and adjust the audience of the advertising plan accordingly.

Of course, if the promoted product has a particularly clear target audience, that is another matter. For example, the promotion of Taobao and clothing accessories was initially targeted at women, while male-oriented games were targeted at men.

Budget and Bid

In terms of budget and bidding, Toutiao is also very unique. Let’s look at an account first:

The above advertising plan has a daily budget of 500 yuan, and the total consumption during the actual delivery period is 9.27 yuan. The second advertising plan has a daily budget of 100,000 yuan and a total expenditure of 20,291.39 yuan.

From the above two advertising plans, we can find two problems: First, the actual consumption of Toutiao’s plan is far lower than the budget amount. Second, due to different daily budgets, the number of ad impressions during the overall delivery period varies greatly.

The budget settings of Toutiao are quite different from those of Guangdiantong and Baidu bidding accounts. For new accounts or new advertising plans, the budget settings of Toutiao must be large, with a minimum daily budget of 100,000 yuan.

Because the advertising allocation model of Toutiao's backend is segmented, for example, a budget of 10,000 yuan should theoretically be allocated 1 million impressions, but the backend may allocate them 10-20 times. This will result in very little original traffic allocated to low-budget plans, which is equivalent to only 100,000 impressions allocated in the first allocation.

When the volume is small, the CTR ( click-through rate ) will stabilize slowly. The stable and slow CTR will make the planned Ecpm uncompetitive. If Ecpm is uncompetitive, the traffic allocated by the background will continue to decrease, entering a vicious circle (Note: the level of ecpm determines the traffic allocation of the system, Ecpm=CTR*bid, the ultimate goal of the advertising platform is to maximize profits, the bidding platform charges by CPC, and the advertising platform can obtain the greatest benefit by allocating the same display to the plan with high Ecpm).

In addition, when an advertising plan has only a few dozen users per day, the data released is meaningless and the model used to analyze the data is not accurate enough. A high budget can help quickly increase account weight. If the volume requirement is not very high, the planned daily budget can be lowered to 50,000.

Another thing that needs special attention for accounts with high budgets is to pay attention to the account's consumption and conversion in real time.

I have experienced this before. Two advertising plans consumed more than 130,000 in 2 hours, and finally brought hundreds of activations. When I found out, it was too late and I had to shut down the plan quickly, which caused the cost to soar that day.

In Toutiao's delivery system, one or two advertising plans may suddenly increase in volume. If, unfortunately, the click-through activation rate of the plan is low and the conversion effect is not good, the overall cost of the day will increase. At this time, you need to pay real-time attention to account changes and make timely adjustments.

Generally, the bid of Toutiao is around 1.5-2 yuan for iOS and 1 yuan for Android. After the account is running, it can be adjusted at any time. The price of materials with high click-through rate can be appropriately lowered. ECPPM will also be more competitive and can take into account both scale and cost.

For materials with low click-through rates, if the click activation rate is high, you can increase the bid appropriately to gain more exposure and obtain more volume. If you have creatives with low click-through rates and click-to-activation rates, be sure to lower your bid settings and close your advertising plans.

How to monitor?

I believe this is an issue that all promotions cannot avoid. The monitoring of Toutiao is relatively simple. We recommend using talking data monitoring, which has been connected to Toutiao's API and reports click idfa data in real time, enabling accurate matching. Moreover, talking data can display data in real time, facilitating timely optimization.

Create a short tracking link for the link you want to place in the talking data background. As shown in the figure below, fill in the download address where the delivery needs to jump, and talking data will automatically generate a tracking short link.

In the background of Toutiao, fill in the landing page address that needs to be delivered in the landing page link address. Fill in the third-party click monitoring link in the tracking short link created above in the talking data background.

In this way, you can see the activation and registration data of the advertising plan under the tracking short link in the talking data background. Different advertising plans use different advertising tracking links, which makes it easier to observe the effectiveness of the advertising plans and conduct subsequent optimization.

Precautions

There are two very trivial details that I would like to elaborate on. One is the promotion of the app. You must remember to set the directional WiFi environment (this is often overlooked when creating a plan, with disastrous consequences).

Another thing is that when setting up ads, you have to turn off comments, because as we all know, netizens in China will start cursing if they disagree with something. Just like Taobao, bad reviews will affect users who click on the ads later.

If you need to place an advertisement, please contact Qinggua Media official

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @艾奇Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map