Toutiao download ads optimization strategy

1. Market network service customer types

Practical tools, security optimization, music and audio, personalization, input method, camera beauty, business office, education knowledge, application market, health and fitness, etc.

2. Network Service Customer Operation Strategy and Optimization Methods

1. Network service customer docking process:

1) Basic understanding of the product:

Understand the products launched by customers (industry, APP type, installation package size), and have a basic understanding of the products. It is recommended that customers download the APP on their own to understand the details of the APP;

2) Clarify customer demand:

Whether the APP is launched on iOS or Android (Android version restrictions), launch area, whether there is targeted launch on mobile phone brands, etc., assessment targets (download, installation, activation, activation and registration, etc.), assessment cost range and daily budget;

3) Design materials:

Design advertising materials based on customer needs and product core selling points, including creative advertising pictures/videos and landing pages (APP landing pages are usually short and one-screen in size);

4) Online delivery:

Set up advertising, start delivery, adjust account data in real time, and send daily reports, real-time data, weekly reports, etc. to customers based on their actual delivery needs.

2. Design of online service download materials:

1) Advertising creative materials

Internet service products are usually launched in a wide range of areas, such as nationwide or multi-regional launches, and have a large demand for advertising creative materials. The demand for advertising creative materials is generally determined based on the customer's budget.

• Graphics: Generally, the design is relatively simple, with the core selling point of the APP + guidance to click the download button. The style is as follows:

• Video material: APP download materials need to be tested, and different product APP types have different video type preferences.

2) Landing Page

For online download products, the overall landing page design is relatively simple, with short content, usually one screen (one mobile screen), and the style is as follows:

3. Delivery strategy

1) Daily account adjustments:

1. Customers of online service downloads generally have strict control over conversion costs. The conversion costs of such products are generally low, and the bid adjustment range is small. Even a change as small as a few cents will have a significant impact on the conversion cost. Therefore, it is recommended to make minor adjustments to the bid and observe the cost changes before taking further action.

2. Online download products have a certain demand for the number of advertising plans. Generally, multiple advertising plans are set up at the same time to see the final performance of each advertising plan, keep the good ones, and close the bad ones;

3. The conversion cost of online service download products usually fluctuates. For example, a plan that runs well today may suddenly drop in volume and increase in cost the next day. It is necessary to comprehensively consider the cost and consumption issues and strike a balance between the two.

4. Selection of advertising positions: Based on actual experience, on-site traffic is better than off-site traffic. For customers who are retained by the backend, the proportion of consumption by Pangolin should be minimized;

2) About the account increase process

1. Materials. Online download products generally have a large demand for materials. As the saying goes, "before the troops move, the food and grass must be prepared first", increasing the quantity of materials is a prerequisite;

2. The advertising plan volume, the account volume increase is a gradual process. It is recommended to build more advertising plans and accumulate multiple running plans to lay a good foundation for the increase;

3. If the customer demand is large and a single account cannot meet the consumption demand, it is recommended to open multiple accounts at the same time to increase the overall consumption level;

4. Simultaneous delivery of multiple ad slots + combined use of product tools

3) How to improve backend retention

For advertising, we can only monitor the costs of downloading, installing, and activating ads on the front end, and the actual retention and payment on the back end. We need to consult with customers to know the retention rate and retention rate range. So how to target ads on the front end and improve retention on the back end? There are two main methods:

1. Mobile phone brand targeting. For specific tool APPs, we need to conduct actual launch tests to know which mobile phone brands are more popular.

2. Pangolin stayed for the second time. Using the Pangolin secondary retention delivery method, the advertising system can further explore the target retention users

4) Improve account operation efficiency

Because online service download clients have a lot of new materials, they usually build advertising plans more frequently and make more batch bid adjustments. How can we improve account operation efficiency? There are usually the following ways:

1. Automatic bidding: automatic bidding is performed through system tools. Prices are adjusted in real time according to the real-time market traffic competition situation. The number of manual price adjustments is reduced. Automatic bidding is used. It is recommended to build more and place ads with small budgets. The situation of maintaining high volume and high cost is less likely to occur.

2. Delivery Manager: After uploading materials, the system will automatically build plans in batches, effectively saving time and reducing repeated operations such as copying and creating new ones;

3. Programmatic landing pages: Different landing pages will bring different conversion situations, thus affecting factors such as the conversion cost of the advertising front end. Through programmatic landing pages, high-conversion landing pages can be effectively measured, thereby optimizing advertising costs and saving testing time;

5) Use of network service product tools

① Delivery Manager

Judging from the actual delivery situation, the overall performance of the delivery manager for online service download customers is relatively good.

1. Materials can be uploaded in batches, and the system will automatically build plans to reduce manual copying work;

2. The advertising manager is good at increasing the volume of advertisements, and can quickly increase the volume even with a low bid;

3. During holidays, it is more convenient to use the housekeeper and can be recommended to customers.

② Pangolin stays for the second time

Pangolin traffic is generally large, but the traffic quality is worse than that of the site, so many customers are reluctant to place Pangolin ads;

For online download customers, the Pangolin Second Retention product function effectively optimizes the Pangolin traffic problem. From the actual customer delivery situation, the user backend retention obtained by using Pangolin Second Retention is indeed much higher than the general Pangolin activation;

For customers who have user backend retention requirements, it can be recommended for use;

③Material design

Because online service downloads have a large demand for materials, the volume of videos produced by designers may not be able to meet the needs of advertising. We can use system tools to quickly generate videos in batches.

1. Order and design videos on Jihe platform;

2. Quickly generate video from micro-film pictures;

3. Quickly replace the template video with the generated video;

4. A huge amount of creative videos can be cut and generated with one click;

Author: 20-year-old youth

Source: 20-year-old youth (ab20sui)