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Speaking of information flow, we have to mention Toutiao's information flow. As the platform with the largest mobile traffic in China, Toutiao's information flow can be said to play a vital role. Many beginners will encounter various problems (in terms of concepts) when they first start to operate Toutiao’s information flow, especially in the “advertising plan” budget and bidding methods. So what do balanced delivery, priority volume, and priority low cost mean for Toutiao’s information flow? How to use? Let’s follow Feng Chao from Dongguan to find out more! What do balanced delivery, priority on volume, and priority on low cost mean for Toutiao’s information flow? How to use?
Delivery method
1. What does the “delivery method” corresponding to manual bidding in plan settings mean?
The advertising system has comprehensively upgraded its delivery mode and launched the "delivery method" option, supporting three delivery methods: priority on volume/priority on low cost/balanced delivery. It hopes to better help advertisers express and meet their needs, simplify delivery operations, and optimize system stability. 2. What do balanced delivery, priority on volume, and priority on low cost respectively mean in the “delivery method” corresponding to manual bidding? How should I choose?
3. What do balanced delivery, priority on volume, and priority on low cost respectively mean in the “delivery method” corresponding to automatic bidding? How should I choose?
1. Prioritize volume: Explore aggressively, quickly get through the learning period (usually within 3 days), prioritize spending the planned budget (except for reasons such as low material quality and too narrow targeting), and have a higher risk of over-estimated costs. It is recommended for advertisers who have volume requirements.
2. Balanced delivery: Explore steadily, quickly get through the learning period (usually within 3 days), spend the budget as much as possible, and gradually reduce the cumulative cost. There is a certain risk of over-cost, which is moderate and lower than the priority of running volume. It is recommended that top advertisers use daily delivery and small and medium-sized advertisers use it in large quantities.
3. Prioritize low cost: conservative exploration, slow learning period (usually within 5 days), not necessarily spending all the budget, cumulative cost gradually decreases, low risk of over-estimated cost, low risk of over-cost, lower than balanced delivery; recommended for small and medium/Luban customers. 4. Where can I choose the “delivery method”?
When creating or editing an advertising plan, you can select "delivery method" in the budget and bid setting module. The specific interface is as follows:
1. Where to select the delivery method for manual delivery:
2. The placement method corresponding to automatic bidding:
Appendix: The mapping and processing of the original options of the old plan corresponding to manual bidding are updated as follows: 5. FAQ
Q: If the priority running volume exceeds the cost, will there be compensation?
Answer: The system's automatic compensation rules are specific to each delivery method. As long as the compensation rules are met, you will receive compensation. Q: How do I change the original delivery speed and bidding method to the new delivery method?
A: Please refer to the corresponding table of "Mapping and processing of original options of old plan" above. Q: Can the delivery method be modified later?
A: Yes, just like the previous delivery speed, it can be changed after setting; but we recommend that you clearly define your goals before setting them, and avoid frequent changes after setting them, so as not to affect the estimated and actual results. Q: After the new function is launched, will it have any impact on the account's pre-stored model, or will it be evaluated based on the account's historical situation?
Answer: It will have no impact on the current plans, so please feel free to place them.
Q: In the early stage of advertising, even if I choose a certain delivery method, why is the effect not obvious?
Answer: The plan is still in the exploratory stage. When the number of conversions accumulates slowly or is very small, the effect of increasing volume or controlling costs will not be very obvious. Please be patient at this time. Generally speaking, when the number of conversions accumulates to a certain level, the effect will stabilize. Question: Why can’t we increase sales by prioritizing quantity, why is it that prioritizing low cost has average effect, but balanced delivery leads to huge sales?
Answer: In addition to the "delivery method", factors such as "budget", "targeting" and "bid" in the plan settings will also affect the effectiveness of running volume and controlling costs. It is recommended that you refer to the "Notes" in the table above, clarify your goals, and make reasonable settings. Q: Can the three modes be switched freely?
A: It is possible in both manual and automatic bidding modes. It is recommended to avoid modification as much as possible to avoid affecting system stability and delivery effect. Q: Will the quality be worse if low cost is prioritized ?<br /> A: Prioritizing low cost only means that the cost of acquiring users is lower. As long as you can win, you will generally have traffic with high conversion rate and high click-through rate. There is no difference in user quality. Q: Can all payment methods support all three products?
Answer: CPC/CPM/CPV are still [Standard Delivery] and [Accelerated Delivery]; oCPC/oCPM/CPA supports [Prioritize Volume], [Prioritize Low Cost] and [Balanced Delivery] Q: Are there any restrictions on using automatic bidding?
Answer: Automatic bidding is only used in oCPM plan, without any restrictions on industry or promotion purpose. Q: How does automatic bidding work?
A: You only need to fill in a real and reasonable budget. The system will automatically estimate the cost range and adjust the bid in real time according to the actual delivery situation to maximize conversion volume and steadily spend your budget. Q: In the bidding method, can manual and automatic be switched between each other?
Answer: Due to performance considerations, it is not supported yet. Q: Why does automatic bidding emphasize setting a real, acceptable budget?
A: Automatic bidding will find the best cost for you based on your budget. Generally speaking, the higher the budget, the more difficult it is to find high-quality traffic, which correspondingly increases the exploration cost. If the planned budget is higher than your actual budget, the actual cost may be higher than your delivery expectations. The smaller your target budget, the easier it is to find the right audience, but the conversion volume you get will be smaller. So be realistic in setting your target budget. Q: Can the budget for an automated bidding program be changed?
A: Yes, you can change the budget based on your actual demands and delivery conditions, but the platform recommends that you fill in the real budget at one time to make the system more stable. When you change your budget, the estimated costs may also change, so please keep this in mind. Q: How does the automatic bidding system estimate costs?
Answer: 1) After you fill in the required options including budget, the system will provide you with a cost estimate based on your historical advertising, promotional materials, target audience, advertising time period, and overall traffic competition.
2) Within 7 days, the oCPM plan consumption in the account is relatively small. Major changes in promotional materials, targeting and budget will affect the accuracy of your estimated costs. Q: The current planned cost of automatic bidding is higher than estimated. How can I adjust it?
Answer: 1) Short-term costs may vary with traffic fluctuations, so it is recommended to observe daily costs;
2) If the daily cost is high for a long time, the budget can be reduced appropriately. It is recommended that the budget be modified at most once a day, otherwise it may exacerbate cost fluctuations and affect results and evaluation;
3) For general version accounts, once the expected cost is filled in, it is not recommended to modify it frequently. The cost can be adjusted by modifying the budget. Q: How to enable the automatic bidding function currently?
Answer: Currently, the automatic bidding function is combined with three running volume modes and has been fully launched on May 31, 2019. Q: Why do you emphasize a real and reasonable budget?
A: Automatic bidding will find the best cost for you based on your budget. When the budget is higher, it is more difficult to find high-quality traffic and the cost may be higher. When the budget is too low, it will affect the volume. Therefore, it is recommended that you set a realistic budget that meets both the running volume and cost requirements. You can set a budget based on the recent consumption of the account/customer. You can refer to the average daily consumption of the manual bidding plan to set a budget. Avoid frequent adjustments, and do not adjust it more than once a day. Q: In manual bidding, does the performance previously delivered by the delivery method also change?
Answer: No changes. Currently, automatic and manual bidding, in combination with the three delivery methods, will produce different strategic effects. The effect of manual bidding is the same as before. Please refer to the school document for details. Q: Does automated bidding support deep conversions?
Answer: Support. On the new plan page, if you select a download link that is suitable for deep conversion and select automatic bidding, deep conversion optimization will be automatically enabled. Q: In the bidding method, can manual and automatic be switched between each other?
Answer: For effectiveness reasons, switching is not supported after the plan is created. Q: After the automatic bidding plan is established, can the budget, estimated cost, and delivery period be modified?
A: Yes, but not supported. If your delivery requirements change (target consumption, assessment cost), you can modify the budget or estimated cost at most once a day. It is also not recommended to frequently and aggressively adjust the delivery period, which may lead to sudden changes in running speed and cost. For example, since the model allocates budgets on a daily basis, if an adjustment is made at 2 o'clock, turning the full-day delivery into a pause at 3 o'clock, the model will believe that the remaining budget for the day must be spent within 1 hour, which may easily lead to a surge in costs. | 
