A comprehensive guide to optimizing information flow ads!

Q1. My advertising has always been low in volume. Where should a novice start with optimization?

Several factors affect the advertising volume:

The bid is too low;

Material decay;

Too narrow orientation;

Budget is too low (daily budget, planned budget)

There are only three aspects of advertising that we can adjust: bidding, creatives, and targeting.

You can always find the reason by looking around these three aspects.

Of course, for some online service advertisers, there will be bidding requirements.

In terms of targeting, according to several optimization feedbacks from the running network service, the current account targeting is basically based on general investment, so the only basic adjustment left is the material aspect.

In terms of materials, you can study more massive creative ideas, the popular industry materials in Tencent Advertising Creative, disassemble them at pixel level, and then reshoot or remix them.

Q2. What should I do if my account is always idle and not converted?

If the account is idle, it means that the ad can be run and the bid is definitely enough. If it runs too fast, you can try to lower the bid. Generally, the price reduction can be controlled within 5-10%. After the price reduction, pay attention to consumption and conversion.

Normally, the adjustment for idle consumption is generally:

First: the time period of delivery. It is possible that the conversion rate of people in that time period is relatively low. For example, the paid novels that were previously released had the problem of poor payment conversion between people in the early morning and in the morning.

Second: Targeting. The reason for non-conversion may be that your targeting is not accurate. You can try to adjust the interest behavior orientation, or if you are running a crowd package, it is recommended to change some crowd packages.

Third: Materials. If there is still no conversion after adjusting the delivery period and targeting, it may be a problem with your materials. At this time, you need to replace the materials. It is recommended that new users prepare more materials.

Finally, you must control consumption for plans that do not convert. If a plan continues to not convert, it must be shut down in time, otherwise you will be close to leaving the job.

Q3. If I just entered the industry and made a mistake in operation, resulting in wasted consumption, will I be fired?

Well, this is called an accident. Some optimizations can only lead to such thrilling situations. I am no exception. I also encountered this when I first entered the industry. I remember that I forgot to put the conversion button on the WeChat fan-adding landing page, and I was punished for wasting 5,000 yuan. . . In the end, there was no choice but for the company to pay part and for himself to pay part. I won’t say any more. I’ll be eating dirt for the next month.

Therefore, it has become a professional habit to set a good budget to ensure safety. Losing a few thousand is a small matter, but if hundreds of thousands of dollars run away at once, you will have no choice but to leave.

Q4. Is it necessary to open multiple accounts?

For large KA customers, in order to expand their business, they usually open accounts with multiple agents at the same time. It is normal to have dozens or even hundreds of accounts.

If your daily budget is only 2,000, then this is not necessary. Of course, if your account has not been growing or the testing cost is too high, you can consider opening a new account for testing.

Q5. What should I do if the advertising bid is too high, resulting in high conversion costs?

In information flow advertising , for new ads, the usual practice is to first increase the bid to start, and then lower the bid to reduce costs.

For many optimizers, one of the biggest concerns is, after paying a high price to grab traffic, can the conversion cost still be reduced?

Generally speaking, after the advertising volume starts to grow, the cost will gradually fall back to the bidding range. Even if the cost exceeds expectations, the system will compensate for the cost. You need to understand the specific compensation rules.

Of course, if you are still worried that the bid is too high, it is recommended to copy the plan and use tiered bidding with a step range of 5-10%.

Q6. The conversion cost is low, but the payment is very poor. What should I do?

When placing information flow ads, is the lower the cost the better?

For many advertisers, there is only one indicator to look at when placing an ad: the conversion cost. The lower the cost, the more conversions can be obtained within the unit budget. Therefore, the lower the conversion cost, the better!

But is it really so? Not necessarily!

For many advertisers, the ultimate goal of their advertising is paid ROI. If there is only conversion but no payment, it will be useless no matter how low the cost is.

Therefore, in addition to looking at the conversion cost, we also have to look at the back-end conversion rate of the advertisement and whether the advertisement is delivered to the target users!

Q7. What kind of video material is good?

Nowadays, most of the information flow advertisements are video materials. So how do you judge whether a video material is good?

As an advertising optimizer, we judge the quality of videos based on the following aspects:

It consists of five modules: video dubbing, suggestion to add text, video structure, appropriate background music, and guiding user conversion. If the structure is complete, then there is a chance that the video will run!

Also, under normal circumstances, you still need to study the explosive video materials that your competitors are investing in. Here we still recommend the two tools, Juleliang Creative and Tencent Advertising Creative. Of course, you should also develop the habit of watching more advertisements of your competitors.

Author: Lone Wolf

Source: Buy Volume