Just took over a new information flow account and don’t know where to start? An article to help you

Many optimizers who have just started working with information flow are confused when they first get a new account. They don’t know where to start or how to build an account. They worry that if the investment is not good and they lose customers, they may have to take the blame and make customers and leaders feel that they are not professional enough.

In fact, there is no need to be afraid. This is not that difficult. When we take over a new account, we should first understand the current situation of the industry, the competition and the pros and cons of our own products, target the crowd, and then determine the keywords and refine creative selling points. Do not promote blindly, but make targeted adjustments. So what should we do specifically?

1. Analysis
When taking over a new project, the first step to do is to understand the product, what are my advantages and disadvantages that can make people buy my product> and the 9 elements of the character portrait: gender, occupation, education, interests, income, age, region, time period, equipment..., a series of questions. Only when we understand the product and population analysis clearly can we build accounts and make divisions.
So how do you analyze your target audience? There are three main categories:
1. Brand loyal people, that is, people who already have a basic understanding of the brand, company services or products.
2. The target population of the industry. These people will have a demand for the industry. But there is no clear target brand or favored product yet.
3. Potential population: This group of people does not have obvious industry target needs, but may have paid attention to some activities or news related to this industry.
Therefore, when conducting audience analysis, we must have such a framework of ideas in advance. Only by knowing some of the concerns of different groups of users can we proceed to the next step.
2. Account Setup
A good account structure is for easier management and adjustment of the account in the future. In terms of account structure construction, our bidding hosting recommends that the account structure can be built in the following way, which can be built according to personal habits:
1. Build an account promotion plan based on information streaming media, products, target audience groups, and promotion areas
2. Build unit levels in a targeted and creative way
3. Create different advertising ideas by segmenting product selling points
3. Orientation
After the account is set up, we choose targeting and copywriting based on the initial crowd analysis. The population can be divided into four categories: potential population, intended population, target population and core population. The core group is our brand group. This group of people has a certain understanding of our products, so our targeting can be brand keyword targeting, or remarketing follow-up investment.
1. Suggestions for targeting brand loyal groups: keyword targeting. Use the company or brand name as the keyword, for example, our network, to lock in the keyword.
2. Suggestions on targeting the industry target group: For this group of people, we choose keyword targeting. We can choose some common words in the industry to target. For interest targeting, you can focus on the interests of users in this industry.
3. Potential population targeting suggestions: geographic location targeting and related interest targeting.
When doing targeting, we need to consider the characteristics of different audiences, their recent interests and hobbies, and their activities, and make a targeted reference.

4. Creativity
In this case, you will not be able to write about your creative product, but you have to highlight optimization, word of mouth, etc. Then you can start writing about your creativity from this aspect.
After the targeting and creative are written, bid a moderately low price, or a high price if the intention is high. This is the principle, because our goal is conversion. For the first bid, it is recommended to bid appropriately high based on the intention to get more exposure, and then adjust it after the traffic starts to run.
We need to rely on our own professional abilities to organize and judge the promotion products, and optimize ideas before taking action. Finally, I wish everyone can achieve a better advertising effect.