Tips for placing massive information flow ads!

Massive information flow is the first tier of the current information flow market, known for its large traffic volume and high intelligence. Its main sections include: Douyin, Toutiao, Xigua Video, and Douyin Volcano Edition. There are also Tomato Novels and Ohayoo Games, as well as Alliance Traffic Pangolin. We often say that if you can do Baidu search, other search channels will not be a problem. The same is true for massive information flows. If you are good at massive information flows, you will have no problem working with other information flows. Let’s take a look at how to deliver massive information flows.

1: 3 levels

Promotion team, promotion plan, creativity

2. 3 types of orientation

Basic orientation, including region, age, education level, etc.

Behavioral interest targeting includes interests and behaviors. Interest means that you are interested in a certain type of thing, and behavior means matching users based on their recent interactive behaviors (reading, searching, watching, etc.) in e-commerce, information, and App promotion scenarios. In terms of intention, behavior > interest. There are three options for behavioral interest targeting. The first is unlimited, that is, universal investment, the second is system recommendation, and the third is customized.

Generally speaking, new users can set the system recommendation at the beginning, and then choose customization after enough data is generated. Generally, no limit is selected. If you are placing a single search ad, you can choose to place it all.

Crowd targeting includes both the crowds recommended by the system and the crowds created by ourselves for crowd package delivery.

Three: 2 delivery scenarios and bidding strategies

The two delivery scenarios are regular delivery and large-scale delivery. As the name suggests, large-scale delivery means expanding the delivery volume, which comes from the previous automatic bidding.

There are three types of bidding strategies in the information flow: prioritizing volume, balanced delivery, and controlling costs. In search advertising, there are four types. In addition to the three mentioned above, there is also a two-stage running volume. We will discuss this in detail later.

Four: 1 payment model

oCPM. There used to be a CPA, but it was taken offline after the upgrade.

Five: 2 creative methods and 6 creative forms

There are two creative approaches: programmatic and custom.

Customized creative formats include: vertical video, horizontal video, large horizontal image, picture gallery, small image, and large vertical image. Programmatic creatives do not have set images.

Other creative settings are relatively simple, the same as the Baidu and Tencent information flows, so I will not go into details here.

6. Tools

There are many useful tools for massive information flow, including delivery manager, massive creativity, etc. When creating new ideas, there is also a "Creative Workbench", which is very practical. You can take pictures and make videos. If you master this tool, you can easily deal with material problems. Even if you don’t know PS or PR, you can still create a huge amount of material through the creative tools provided by the background of Bytedance Engine .

Baidu Information Flow and Tencent Information Flow also have similar tools, which can be used more often. In addition, if you want to learn more professional material production methods, you can also look for Jianying courses in Juliangxue.

If you have spare time during work, you can study PS and PR, which are very useful for optimizers.

7. Optimization Methods

1: The core of massive information flow optimization lies in the material. In fact, the impact of targeting and bidding is not very large, and the huge amount of information flow requires more materials, and the content quality and originality of the materials are also relatively high, so the core work should focus on finding ways to use materials;

2: Huge amounts of information flow can now be delivered using Douyin accounts, which is actually a form of operation and marketing for Douyin accounts. Information flow can drive traffic for Douyin accounts, which requires companies to operate Douyin accounts in a standardized manner to achieve healthy growth;

3: The page is also a very critical place. Optimizing the material is the first step, and the second is to optimize the page. In this regard, it is recommended to browse the landing pages of leading companies in the industry, learn from them, and find the highlights of others for your own use;

4: With the massive amount of information flowing around now, the life cycle of advertisements is relatively fast, so new additions and deletions must also be kept up to date. Generally speaking, after three days of running, ads with better effects will remain unchanged, while ads with lower impressions can be deleted and new ones can be updated in a timely manner. Try to discover patterns from effective ads and use them when building ads later. The number of ads in the account should not be too large, and ads with no display or very low display should be deleted in a timely manner;

5: Data analysis is a critical link. In particular, the reports provided by the background of massive information flow have many detailed dimensions and are very useful for reference. You should check it frequently and study the patterns. Regarding the content of information flow data analysis, a special article will be devoted to it later.

6: After optimizing the materials and pages of massive information flow ads, copywriting is the third step. The better the copy is written, the higher the click-through rate, the higher the ecpm value, and the more competitive the advertisement. How to write a title, how to write a description, there are techniques for all of these.

The ten major sentence patterns of copywriting can be used as reference: how style, revelation style, exaggeration style, negation style, number style, local today style, attributive symbol style, welfare style, summary style, and message style.

Another point that needs to be emphasized is that when working with massive information flow materials, one must be familiar with its review standards. Illegal and infringing content must be avoided, and other things that do not comply with massive information flow rules must also be paid attention to.

Minor problems may not be serious. Once a big problem occurs, the consequences will be serious. Don't let your carelessness touch the red line of the platform.

Author: Shuto

Source: Digital Information Flow Advertising Skills