What should I do if the information flow account does not work? Here is an account optimization guide, please keep it!

Information flow advertising is actively displayed advertising, which can help companies find more potential users. Information flow advertising is closely integrated with platform content, which greatly improves the advertising effect. With this advantage, information flow quickly gained favor among major companies.

So, today Feng Chao from Dongguan Internet Promotion will talk about: When delivering information flow, how to optimize the account to maximize the promotion effect is essentially to control traffic and demand. The conversion process is divided into: display-click-conversion. It can be said that the above three stages are closely linked, and the maximum effect is to do each step well.

Therefore, our bidding hosting editor will disassemble and subdivide the influencing factors of the above three stages and explain the information flow account optimization techniques in detail:

1. Display Optimization

Display is the first step in the entire process. Only when users know about the information flow advertisement can clicks and conversions be generated. Otherwise, all efforts will be in vain.

Usually display optimization can be carried out from the following points:

Targeted Optimization

It refers to the targeted delivery of advertisements to the target group so that the information flow advertisements can reach the target group with high accuracy, thereby improving the delivery effect.

The ultimate goal of information flow advertising is to obtain conversions, so the optimization process needs to be conversion-centered.

That is: filter out "areas with higher conversions" and "areas with lower conversions" based on background data, and then optimize them.

High conversion area

You can create a separate information flow ad targeting the region and perform volume operations:

1. Increase your bid

ECPM (Exhibition Rate) = CTR (Click-through Rate) CPC (Click Price) 1000

From the above formula, we can see that if the click-through rate remains unchanged, the higher the bid, the higher the impression. Therefore, you can appropriately increase the price to increase the display and click-through rate.

2. Increase promotion period

The promotion period can be appropriately extended to achieve the purpose of increasing sales.

3. Refine the area

A high conversion rate means that the product is more accepted in the region, so the product can be segmented into counties, villages, etc. based on the region.

Areas with low conversions

It is recommended to use a variety of targeted combinations and investigate the causes of low conversion rates. Note:

The targeting should not be too narrow, which will result in too low exposure of information flow ads. When setting the targeting conditions, you can refer to and adjust according to the system estimates at the top of the page.

Avoid repeated submission of information flow ads with the same targeting combination and the same specifications. In the same account, information flow ads with the same targeting and the same specifications will compete with each other for traffic.

2. Budget Optimization

Budget optimization generally refers to the proportion of each plan, which can be achieved through the following points:

1. Consumption at a constant speed

This method can be used in the early stage of delivery. Since the time periods in different regions are unknown, the exposure can be intelligently allocated to the accounts to achieve stable consumption.

2. Budget consumption too fast

If the budget is consumed too quickly, you can consider allocating the budget in a more refined manner by region and platform. You can check the budget share of different regions, platforms or other dimensions through the background and make a more refined split.

3. Optimize promotion period

Generally speaking, information flow advertisers are advised to analyze the audience and determine the delivery time period. However, since the information flow relies on the platform, the promotion period must be optimized based on the target audience's active time on the platform.

Optimization can be performed based on the following two points:

For areas with higher conversion rates, the delivery period can be extended as appropriate

For areas with low conversion rates, refine the promotion time periods to avoid wasting costs.

4. Click Optimize

For information flow, targeting, budget, and time period are basic settings for advertising display, namely directional operations.

Bidding and click-through rate are operational issues related to advertising display.

ECPM (Exhibition Rate) = CTR (Click-through Rate) CPC (Click Price) 1000

From the above, we can see that click-through rate and bid determine the level of exposure. High exposure can only be achieved when the product of CTR and CPC is high enough.

When the click-through rate is too high, the bidding cost can be reduced to a certain extent, so let’s first explain how to optimize the click-through rate.

1. Satisfy user needs

The ultimate goal of information flow advertising is to attract user clicks, so when optimizing, we must start from the user's perspective, understand user psychology, refine selling points, and then optimize clicks based on this.

2. Update frequency

It is recommended that advertisers update their advertising creatives at regular intervals based on the user's active hours, conduct tests, and determine the best creatives.

When specifications are missing, it may result in the inability to obtain advertising exposure. It is recommended that information flow advertisers submit multiple specifications online to ensure sufficient exposure.

5. Bid Optimization

Bidding is nothing more than a question of price. Usually, optimization can be done in two ways: improve the creativity through optimization, and then reduce the price to avoid the situation where the money cannot be spent.

3. High conversion and low bid. For this type of information flow advertising, we can increase the budget and improve the click-through rate.

6. Creative Optimization

Creativity, in simple terms, means attracting users to click through interesting, exaggerated, curious and other incredible words.

Usually creative optimization should follow the following principles:

1. Write based on user pain points. The ultimate goal of creativity is to attract users to click, so we need to understand the user's pain points to attract them to click.

2. Write according to the characteristics of the platform. For example, Weibo platforms may tend to write in a more interesting and distinctive style, while news platforms may tend to write in a more professional and serious style.

7. Material Optimization

An eye-catching picture can make the creative more convincing and increase the click-through rate to a certain extent.

Material optimization principles

Clearly define the target audience : Before making materials, it is necessary to clearly define the target audience and promotion purpose of the advertisement, and select materials accordingly.

Avoid repetition: Repeated materials can easily cause visual fatigue in users. Therefore, avoid duplication when selecting materials and use multiple pictures to highlight selling points.

Clear images: Avoid blurry or colorful images, which will give users a poor experience.

The composition should be concise: it should be able to quickly attract users and highlight the key points within an effective time.

Overall coordination: The overall tone and style of the material should be consistent and consistent with the creative content.

Finally, please be sure to choose the appropriate ad image size based on the characteristics of different platforms to avoid blurry images.

The above is what the editor shared with you. If you have not done information flow advertising or the information flow promotion effect is not very good, it is better to leave it to our network. We have a professional team of information flow optimizers with strong professionalism and rich experience. Our information flow promotion is responsible for your marketing results!