Understand Tencent Guangdiantong Advertising in one article

In the past few years, I probably contributed nearly one million yuan in advertising fees to Guangdiantong every year, operated multiple accounts, and burned money every day. Then I had a different understanding of the GuangDianTong product. Today I will explain to you the advertising matters of GuangDianTong .

We know that when placing social media advertisements , the best marketing effect can only be achieved through accurate data analysis , finding out users’ preferences and habits, and spreading the word through friendships and word of mouth. This is the unique marketing method of social advertising.

1. How to effectively place Guangdiantong advertisements ?

1. Conversion Targeting

Information flow ads are like the ads we see when we are shopping. If you want to make a visitor without clear intention buy a product by relying on an idea or a page display, this is undoubtedly very difficult. If you want to do a good job in information flow advertising, the first step is to correctly identify the conversion method. What conversion goals do you want to achieve through information flow advertising? Guide searches, follow accounts, visit more, or directly convert. Only by determining the conversion purpose can we formulate targeted promotion strategies .

2. Material writing

Different channels have different user profiles and different purposes of use, so the type of delivery channel often determines the type of creative theme. There is an essential difference between the material writing of information flow advertising and the creativity of bidding. The writing of information flow materials should be in line with user thinking and pursue nativeness, so as to attract clicks without causing user disgust.

3. Landing Page

On the bidding landing page, we usually simply put some strong conversion methods such as pop-up windows. Because we clearly know that the traffic attracted by bidding promotion is more accurate. But the information flow is different. When a user is browsing the news or Moments , a topic that attracts me suddenly pops up. When I open it, I see advertisements and pop-ups. I am afraid I will just close the webpage and leave. Therefore, landing page setting is a particularly important step for the final transaction .

4. Crowd Classification

It is difficult for information flow advertising to accurately cover a certain group of people, as the attributes of the people it faces are relatively complex. Do a good job of crowd classification and formulate different conversion strategies according to different groups of people. If you want to convert everyone through one routine, how likely do you think it is? The answer is obvious.

2. How to optimize information flow advertising?

1. Set reasonable conversion points

Before doing any promotion, it is necessary to clarify who the target users of the advertiser's product are and what attributes they have. Communicate more with product/business personnel, analyze and summarize the attributes of the target population, do a good job of product positioning and audience analysis, understand your own promotion goals, and set reasonable conversion points based on the selected targeting method.

For example, for financial customers, the demographic attributes may be 20-40 years old, mostly male, and people who are interested in houses, cars , etc. If they are e-commerce customers, they need to be divided into categories. For example, Xiaohongshu’s customers are 20-25 years old, professional white-collar workers, and have higher consumption power, while Vipshop’s customers are 18-40 years old, ordinary women, who are particularly sensitive to prices. After preliminary analysis, target customers are labeled accordingly.

2. Basic orientation

Gender, age, region, education, income, devices used, etc.

3. Interest Orientation

What the audience has searched for, used, and paid attention to.

4. Behavioral Targeting

Where you have been, what apps you have downloaded, and what you have bought.

5. Material writing is in line with user thinking

The writing of information flow materials cannot be as simple as bidding, but should be considered from the user's perspective. First analyze the product’s selling points, then analyze user needs, and then match the two to write copy that impresses users. The following routines are recommended:

1) Just say useful words. We may only have three seconds to show ourselves.

2) Add some benefits to the content. No one doesn’t like benefits.

3) Try to be close to life.

6. Optimize your landing page

Let’s popularize the correct information flow landing page optimization process: clarify the target population—determine the conversion channel—guide visitor behavior—set conversion points.

3. Regarding Guangdiantong advertising, the following experience can be used for reference:

1. Target users and formulate strategies

We can summarize the formulation of strategies into GuangDianTong's 3C theory, namely Customer (user), Cost (advertising cost), and Core (advertising core theme). Through the flexible combination and application of the 3C theory, you will definitely get twice the result with half the effort in the process of GuangDianTong's delivery.

1) Find core users through precise targeting

Accurate targeted advertising brings high conversion rates and low installation costs! The first step in developing an advertising strategy is to find your core users.

Tips for finding core users: Offer non-targeted ads to all users at a relatively low price. After the ad delivery, use report analysis to find the core user group that clicks on the ads. Compare the core users who click on the ads after several ad delivery sessions to find the core audience of the ads.

2) Explore materials that core users are interested in

Design several sets of material styles, deliver them to the same users, try the same bid, and check the online effects. Materials with higher click-through rates can be preliminarily judged as materials that users are more interested in.

Through multiple tests, you can easily find materials that the core group of people likes.

3) Pay attention to advertising costs

a. Pay only for potential users!

For pay-per-click , you can set an acceptable maximum bid as the advertising price. Guangdiantong will calculate the ranking of your ad based on this price. Under the same effect, the higher the ad bid, the more exposure it will get.

b. Develop bidding strategies based on click-through rate and conversion rate effects.

Set different bids based on different targeting criteria. Give relatively high bids to users with high click-through rates and conversion rates, and appropriately lower bids for users with low click-through rates and conversion rates;

Different specifications require different bids due to different market competition situations to avoid bidding too low, insufficient exposure, or bidding too high. Monitor and adjust bids in real time to find the most reasonable price.

c. Bid in conjunction with promotional activities.

In actual operation, you also need to adjust the bid according to your actual promotion needs. For example, in the early stages of a game's launch, the gaming industry needs to increase investment to gain more exposure. At this time, the bidding level can be increased to quickly accumulate users in a short period of time.

Or when there are some new promotional activities within the app, you can also increase your investment to quickly introduce new and old users and increase app activity.

2. Efficient execution and quick response

After formulating the strategy, it is also necessary to implement the established strategy quickly and effectively. Through real-time regulation, you can more flexibly control advertising exposure, and through instant fluctuations in bids, further improve the cost-effectiveness of advertising and maximize the effectiveness of advertising.

3. Quick response and instant control

Currently, Guangdiantong can provide hourly advertising data reports with a 2-hour delay. By viewing the hourly reports, you can quickly understand the performance of the advertisement on that day and adjust the bid or delivery strategy in time according to the situation.

4. Summarize the rules and optimize the results

Through social advertising data report analysis, we can clearly see the exposure, clicks, installations, etc. of our advertising materials, and adjust the advertising delivery strategy accordingly; thus forming a virtuous cycle from delivery mechanism to performance data, and then from data feedback to delivery mechanism.

GuangDianTong optimization is a cyclic process, and the main cycle is as follows: determine the goal - plan the strategy - implement it online - daily fine-tuning - effect analysis - determine the goal! Therefore, during the delivery process, you can refer to this step and test it repeatedly to find the delivery method that suits you best.

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

Product promotion services: APP promotion services, information flow advertising, advertising platform