【Full version tutorial】Information flow advertising series, just this is enough!

Feed ads, as the name suggests, are a form of advertising that is interspersed among the information that users want to read on social networks or online media. Information flow advertising is so important, so what series of tutorials are there during the delivery process?

1. What are the advantages of information flow?

At the same time, information flow advertising also has the advantages of effectively reducing interference to users, being more accurately delivered to target customers, easily stimulating the audience's initiative, prompting and actively sharing, and being simple to operate !

2. How to understand the introduction to account optimization?

It refers to the process of continuously improving the promotion effect by changing the key elements of the promotion (budget, time period, materials, bids, landing pages , etc.).

3. How to optimize exposure in actual operation?

Clarify marketing goals and set a clear and reasonable account structure, as shown below:

The purpose of targeting is to limit the advertising audience to a certain range, achieve more accurate reach, and thus improve the return on investment .
When using directional methods, the following main factors should be considered:
◆In addition to setting the targeting according to the above factors, we also recommend that you use the “post-test” method to re-position the target users .
Through Tencent Social Ads' "Report Analysis" → "Crowd Analysis", you can view performance data based on location, understand the location of your users (or the location when they click on the ad), age distribution, gender distribution, and the popularity of your promotion plan in different regions/age groups/genders.
Then we analyze how to make targeted optimization adjustments. For example, if we find through analysis that a certain region has a lot of clicks , we can set up a separate advertising campaign to target that region. We can also set up an independent plan, allocate a budget, and design targeted slogans to further improve the effect.
◆We recommend that you use a variety of targeted combinations, make as many attempts as possible, observe the effects of ads with different targeted conditions, and gradually select the most suitable targeting settings.
Also note that:
◆ Targeting should not be too narrow – Targeting conditions that are too detailed or cross-reused too much will result in low ad exposure. When setting targeting conditions, it is recommended to refer to the system estimate at the top of the targeting settings page and make flexible adjustments.
◆In the same account, ads with the same targeting and the same specifications will compete with each other for traffic , so it is not recommended to submit ads with the same targeting combination and the same specifications repeatedly.

Budget Optimization >>

Regarding setting the budget amount, there is no uniform standard or rule to follow because each advertiser's situation and promotion goals are different. You need to gradually master the skills during the delivery process.
For beginners, it may be a good idea to start with a small amount. After the campaign begins, you need to closely monitor the effectiveness data and offline time of the promotion plan, and increase or decrease the budget amount at any time based on the actual promotion situation.
Note: Offline time refers to the time when the daily cost reaches the budget limit
There are two points to focus on when optimizing your budget:
◆The function of uniform consumption is that the system intelligently and dynamically allocates exposure within the time period set by the advertiser, and tries to achieve smooth consumption. However, if your strategy is to grab the most exposure in the fastest time, or you are currently in the testing phase of the advertisement, you can turn off uniform consumption. Observe the budget consumption rate and click distribution under unlimited conditions.
◆If the budget is consumed too quickly, you can consider allocating the budget in a more refined manner by region and platform. You can use the backend report to view the budget share of different regions, platforms or other dimensions, and then combine the performance data and the company's marketing plan to make a refined split.
Promotion period optimization >>

The promotion time period is generally set based on the active time of the product's target audience on the promotion platform.
It is recommended that advertisers conduct a volume test first and set the delivery time based on actual data.
Bid Optimization >>

The above-mentioned factors - targeting, budget and time period are the basic settings for advertising exposure. Within the scope of the basic settings, the amount of advertising exposure is mainly determined by two factors: bid and material click-through rate .

ECPM (Exposure Probability) = CTR (Click-through Rate) * CPC (Click Price) * 1000. When the product of CTR and CPC is high enough, you will get enough exposure.

Recommended bid adjustment steps:

◆Create a new ad, upload high-quality creatives, and set the initial price to a higher value. For example, the recommended bid range is 0.48-1.50 (yuan), and can be set above 1.0 yuan.

◆Observe the exposure and click data of the advertisement:

a) If the ad has very few impressions, less than 3,000, please increase the bid appropriately and make a decision after getting a certain amount of impressions;

b) If you have a certain amount of exposure (3,000 to 5,000 or more), but the click-through rate is low, please update and optimize your ad creatives in a timely manner;

c) If you have already achieved a certain amount of exposure (5,000 or more) and a relatively good click-through rate, you can keep your current ad unchanged and continue to monitor the data. If you want to get more traffic, you can increase the bid or change to better materials.

◆Continue to pay attention to advertising data. If the data shows an upward and stable trend, you can try to gradually reduce the price. If it is lower than the normal level, you can raise the price again and observe again. If the data still does not improve after the price increase, it is recommended to give up the price adjustment and update the advertising materials.
Therefore, when a new advertisement has been exposed 3,000 to 5,000 times online, you can decide whether to lower the price, raise the price, pause or replace the material, etc., so as to continuously explore and optimize experience and improve the promotion effect.
Material click-through rate optimization >>

The amount of ad exposure is mainly determined by two factors: bid and material click-through rate. Therefore, only when the CTR is high enough can the CPC bid be lowered, thereby reducing the cost of user acquisition. It is particularly important to emphasize that the click-through rate factor is very important. If the click-through rate of the material is very low, it will be difficult to obtain a large amount of traffic even if the bid is high.
The following three points can be considered to improve the click-through rate of materials:
◆Update frequency: Based on the user research and testing conducted by Tencent's social advertising operation team, and combined with the online behavior habits of Tencent social platform users, we recommend that you update your advertising creatives every 3 to 7 days. If the exposure and click-through rate data of the advertising creatives delivered continue to be poor during the new advertising training period (1 to 7 days), you can consider pausing or updating the existing creatives.
◆Diversified specifications: It is recommended that advertisers submit all available specifications online to ensure sufficient exposure and avoid the situation where the ad space cannot be exposed due to missing specifications.
◆Material attractiveness: Whether it is attractive or not is a matter of opinion, but there are certain rules to follow in terms of public aesthetics and popular advertisements. We will make a simple summary for your reference in click optimization. However, the key is to extract different selling points, understand consumer psychology → make high-quality materials online → test data → extract and summarize → constantly analyze and accumulate experience. I hope everyone can find their own winning formula.

4. How to optimize clicks in actual operations?

CTR = Clicks/Impressions

For most advertisers (not just pursuing exposure), the higher the CTR, the better.
Under the premise of a certain exposure volume, the improvement of CTR mainly depends on the attractiveness of the material. The relative CTR is also an important indicator to measure the quality of the material.

Material quality optimization

Basic elements of excellent materials >>

◆ Clarify promotion goals: Before making materials, first determine who the advertisement is for, what it will say, and what conversion goals will be achieved. Only by being targeted can you achieve your goals.

◆Avoid repetition: Advertising creatives do not win by quantity. Avoid using the same creatives repeatedly. Too much repetitive creatives will cause visual fatigue to users and reduce click-through rates.

It is sufficient to launch 1 to 2 similar advertising creatives with the same targeting conditions.

◆Clear copywriting : The copywriting should focus on the key points and be as targeted and attractive as possible. Do not use general and vulgar copywriting.

It can be in the form of theme + auxiliary instructions, and it is recommended not to use more than 2 fonts/colors. Use standard fonts whenever possible, and avoid distorted or younger fonts.

◆The composition is simple and the main and secondary are clearly distinguished: within the effective advertising size, try to highlight the key points as much as possible and keep it simple.

Try to use stable (inverted triangle, vertical) and symmetrical (left image, right text, right image, left text) compositions, and avoid using too many decorative forms. The entire picture should enable users to quickly and clearly perceive the relationship between the image, text, and background.

◆ Overall coordination: Keep the overall tone and style of the material consistent. Try to use solid-color, flat, slightly textured images for the background, and avoid using overly concrete or eye-catching images.

◆Choose the right size: While referring to the above suggestions, you also need to choose a suitable ad size for your creative.

Different delivery platforms provide different ad sizes to choose from. These sizes correspond to different exposures and click costs. Making reasonable choices based on your own needs can achieve more ideal results.

If the promotion goal is to gain high exposure in a short period of time with a small budget and increase public awareness of the brand , then you can choose to place image ads with high average daily exposure and low cost per click.

5. How to optimize landing page conversion during advertising ?

Then let’s analyze the landing page and how to improve the conversion ability. How should the landing page be designed in advertising? What kind of landing page will have a high conversion rate?

How to improve conversion ability of landing page >>

◆The advertising material and the landing page should be consistent or related to the product;

◆Improve the quality of website production, including rich content and high readability;

◆Improve your product advantages, including price, product quality, brand, and reviews;

◆The online help page is relatively complete and the customer service responds promptly;

◆Self-service shopping tips on store/product pages, new user guides, and customer service guidance;

◆Whether there are incentives for new users;

◆Reduce any information that may cause low security;

Advertising is a gradual process. When encountering problems, bottlenecks, or confusions, we must not be anxious or impatient. We must calm down and think carefully about which link is not done well.

Information flow operation: What is needed is a deep understanding and contact with the industry you are in and the platform you operate, and you need to be very familiar with your own products. Details determine success or failure. Information flow operation requires more attention to every detail, including budget, copywriting, materials, bids and other factors.

6. Finally, a message from the editor

The above is what I shared today. I hope it can inspire and help you. When doing information flow advertising, in addition to constantly creating high-quality ideas to help advertisers spread, you must also constantly accumulate, settle, and summarize, and carry out highly accurate advertising placement to achieve twice the result with half the effort.