Tik Tok information flow advertising, 3 directions and 5 optimization points!

Recently, the cost of information flow has been rising, especially for Toutiao. The cost of optimizing GuangDianTong is reasonable. Today I would like to share with you the information flow optimization experience of Mingxiang Network Technology Co., Ltd., hoping it will be helpful to you. Let me first talk to you about the simple analysis of information flow. Mingxiang Network Technology Co., Ltd. will explain it to you from three directions.

Tik Tok information flow advertising, 3 directions and 5 optimization points!

1. The display of information flow is more important

Compared with big search, the display of information flow is more important. In principle, the more information flow is displayed, the better, which means that there will be more clues if there are more people.

The total unit of Xiao must be displayed in units of ten thousand. If this standard is not met, it can be basically determined that there is a problem with the targeting or bidding, or the material. If the targeting problem is relatively large, you need to check the settings. The orientation should be wide rather than narrow!

2. Observe click-through rate and leads to identify problems

After the impressions exceed 10,000, look at the clicks. If there is no lead after 200 clicks, it can be basically determined that the landing page is not good. At this time, either observe again or change the landing page for observation. This is the first thing to do. When the clicks reach 300 or 400 and there is still no lead, the plan can be stopped. The second method is to change the landing page. To change the landing page, you can pause the time period for an hour, then change the landing page, and then wait for the time period to open and go online naturally. The pause period does not mean suspending the plan, because in the information flow, the pause period is much better than stopping the plan!

3. The effect of information flow advertising is unstable or poor

The money spent was neither too much nor too little. What should we do in such an embarrassing situation? In fact, there are only two ways to make adjustments. One is to change it immediately, and the other is to remain unchanged and observe for a while.

When should you change and when should you observe?

It mainly depends on your acceptable cost value and prediction. For example, if your normal cost is 80, when the cost rises to 120, you need to pay attention. If the cost is acceptable to you, don't do it. If the cost is unacceptable, adjustments must be made. On the other hand, it is about prediction, judging whether to observe or adjust based on your own experience and the data of recent days. Therefore, every promotion must develop the ability to predict.

The above mentioned when to adjust and when to observe. Now let’s talk about how to adjust. For example, your normal cost is 80, but over time the cost rises to 120. How should you adjust in this situation?

suggestion:
1. Pause the time period first, do not pause the plan, and stop the time period until the traffic peaks and then reopen it. This may help save the situation. For example, the effect is not good from 6 to 7 pm, and the cost is very high, so you can stop from 8 to 9, and open it again from 10 to 12, and maybe it will be effective;

2. Copy this unit (it’s called plan in the headline) and run them in parallel. Then compare the results. Keep the ones with good results and stop the ones with poor results. If the results are all poor, then there is a problem with the landing page, materials or targeting.

3. Observe for another half an hour or an hour, or observe another 100 clicks. If the effect is better, keep it. If not, stop it and launch a new one.

The above is a routine data analysis, and we will analyze it in units of ten thousand to see if it can be displayed. Clicks are measured in hundreds. Generally, you should pay attention to lead conversion after 200 clicks. Similarly, you should pay attention to the conversion situation for every additional 100 clicks.

Effect adjustment. Effect adjustment is closely related to clicks. If there are enough clicks but no effect, you should consider whether to observe or adjust. As mentioned above, whether to observe or adjust depends mainly on your own tolerance and prediction. It is usually recommended not to observe for too long. If there is no improvement in half an hour or an hour, you should go for adjustment.

The above briefly talks about information flow data analysis, but in fact, information flow data analysis is quite complex and involves many dimensions. Moreover, each industry and each channel has different characteristics, so it is impossible to explain each industry one by one. But impressions, clicks, and consumption per thousand impressions are common.
Next, let’s talk about the five details of information flow optimization, including budget, bidding, time period, verification code and landing page data accumulation.

1. Information flow advertising budget Many novices don’t know how to set a budget, or don’t know the relationship between budget and traffic. Generally speaking, the larger the budget, the more traffic the system will allocate. So from this perspective, the more budget you have at the general planning level, the better (the headlines are for the promotion group).

The more budget you have at the planning level, the better. However, in order to prevent money from being spent over the budget, you must set a budget at the account level. This budget is your maximum tolerance. So in terms of budget, the summary is:

1. Set a daily maximum limit at the account level;

2. A conservative approach at the plan or unit level is to set 120% of the daily budget. For example, if the daily budget is 1,000, the plan or group can set it to 1,200. There is no need to worry about spending 1,200 in the end, because the budget at the account level is the largest.

3. The bold or open approach at the planning or unit level is to have an unlimited budget or set a budget of 999999. There is no need to worry about overspending. With an account-level budget, the account budget will not be exceeded in the end.

The difference between these two settings is that the latter has no limit and sometimes the money will be spent faster, while the former sets the daily budget at 120% and will be spent slower. The setting method varies depending on the platform. For example, Guangdiantong can be set to no limit, while Toutiao can be set to 120% of the daily budget.

2. As mentioned before, when information flow advertising is put into use, if the effect is not good, stop the period first instead of stopping the plan. For example, if a plan is not going well but you don’t want to give up on it completely, you can stop the promotion period and try another one.

In addition, regarding the time period, it is best not to leave too many gaps (for example, push for two hours and stop for two hours), and make it as consistent as possible.

In addition, based on my personal experience, the effect is quite good at night. You can try it from 0:00 am to 6:00 am on Guangdiantong.

3. There are three ways to bid for information flow advertising, taking conversion bidding as an example. The first one is to set the bid 3% to 5% higher than the suggested bid. For example, if the suggested bid is 100, you can set the bid between 103 and 105, which is generally not lower than the suggested bid.

The second method is to bid based on the conversion price of other platforms. For example, if your Toutiao cost is 100, then you can use Baidu or Guangdiantong as a reference. Or you can learn more about the average cost of your business on the platform you are advertising on, so as to have a reference.

The third method is to try 70% to 80% of the large search cost step by step. Generally speaking, the cost of information flow is lower than that of big search, so when you are not sure about the cost, you can use the cost of big search as a reference. Of course, the main bids are still the first and second types, especially the first one.

In principle, it is not recommended to bid too low or lower than the recommended bid. Of course, if you want to try it, you can. The bid for each placement is different in each time period. Therefore, you can try to bid lower than the suggested bid, but you must pay attention to the cost. If the cost is not feasible, you have to change your thinking.

4. Regarding the verification code for information flow ads, in my personal opinion, no matter how bad the quality of the leads is, do not add the verification code. Adding verification codes will undoubtedly reduce the registration rate. In this fragmented era, no one is willing to spend time checking the mobile phone verification code and then filling it out, unless the visitor must be you. If the quality of leads is poor, optimizing targeting and intent words and adding verification codes will only reduce the registration rate and affect the overall performance of the account.

I don’t understand what those who added verification codes are thinking. The cost is so high, why don’t they remove the verification codes? In addition, it is recommended that a phone button be included as standard in the bottom navigation, because many people do not want to fill out forms and want to make a phone call, so setting up a phone component has a certain effect.

5. Regarding data accumulation, we all know that information flow is system pricing, and the basis for its pricing is based on the data performance of your entire account, especially the conversion data. So this is also the fourth reason why there is no verification code. The more clue data there is, the more accurate the algorithm the system can have, and it can bring more volume to your account. The system does not know the quality of the leads; it only recognizes the data performance.

In addition, there are 4 suggestions for data accumulation:
First, for pages that run well, don’t make too many changes and use them as much as possible. Don’t discard or delete them unless the page runs very poorly. Generally, for pages with a lot of accumulated data, you can copy new ones, optimize them simply and then use them as new landing pages;

Second, when using the O series, try to use the website building tools provided by the backend to create pages, and use your own pages less. If you use your own pages, it will be difficult for the system to accumulate data;

Third, try not to have external links on the page. You can set a link at the bottom or in the middle of the page to link to the form.

Fourth, data accumulation is usually for the convenience of system price adjustment, and system price adjustment is usually based on conversion bidding. Therefore, it is recommended that mainstream industries give priority to O-mode bidding, namely OCPM/OCPC/OCPA, etc. The more volume you have, the more accurate the system algorithm will be, so try to prioritize volume in the early stages. In this way, giving priority to volume + conversion bidding will increase the volume.

Do you understand the above three directions and five points about information flow optimization? If you want to learn more related content, please follow Mingxiang Network Technology Co., Ltd.!

Mingxiang Network Technology Co., Ltd. is one of the earliest marketing companies engaged in new media advertising. After years of careful operation, we have accumulated a large number of professional online advertising platform resources. We use our own huge resource advantages and professional technical service advantages to launch bidding promotion hosting (Baidu, Sogou, 360, Shenma), Toutiao promotion hosting (Toutiao, Douyin advertising, information flow promotion, Qutoutiao, Kuaishou) and other online advertising platforms for selection. Choose Souke Network to make every penny more effective and have a higher input-output ratio!