What adjustments can be made if advertising volume is not reaching the target?

01. The advertising volume is not satisfactory, and I am not sure where to start with optimization?

Reasons why advertising is not effective:

The bid is not high enough; the creative is declining; the targeting is too narrow; the budget is too low (daily budget, planned budget).

There are actually three aspects to advertising optimization: bidding, materials, and targeting. You can always find the reasons by looking around these three aspects. Of course, for many customers, if the delivery area itself is very small, such as targeted delivery in a single business district, it is normal that the volume will not increase. The bid price is fixed and cannot be raised, so we can only add more plans.

02. What should I do if my account is severely depleted?

If the account is idle, it means that the advertisement can be run and the volume can be increased, and the bid is definitely sufficient. If it runs too fast, you can try to lower the bid.

Common solutions to wasted ads include: adjusting the delivery time period, not delivering ads today but tomorrow; modifying the audience targeting, account wasted ads may be caused by the system not finding the right target audience, so change manual targeting to "system recommendation"; changing the creative material, the ad has been running for too long and everyone who should have seen it has seen it, so new creative material should be used.

03. Will I be fired if I make an operational mistake that results in wasted consumption?

Generally speaking, a company can afford to spend tens of thousands of dollars in vain. For mature advertising companies, there will be a complete compensation system. The company will pay as much as the employees. Of course, there are also some companies that let employees bear the full cost.

Mistakes of a few hundred or a few thousand are small matters, but if they happen to be 100,000 or 200,000, you will be fired.

04. Is it good to open multiple accounts?

A few days ago, a classmate asked me on WeChat that he was running an advertisement on TikTok with a daily budget of 3,000, and asked me if it was okay to open more accounts?

The daily budget is 3,000. Do I need to open multiple accounts for investment? No, for advertising, a budget of 3,000 is only enough to cover the consumption of one or two advertising plans. There is no need to open multiple accounts to distribute the advertising. Dispersing the budget will only increase advertising costs.

If your spending is less than 10,000, in fact, one account can meet your delivery needs. Of course, if your advertising has not increased in volume and your bid is higher than others but still fails to run, you can try to open a new account for test delivery.

05. What should I do if the advertising price is high, resulting in high conversion costs?

In information flow advertising, for new ads, the usual practice is to first increase the bid to start, and then lower the bid to reduce costs.

For many students, the biggest concern is whether the conversion cost can be reduced after paying a high price to grab traffic.

In fact, you don’t have to worry about it. Generally speaking, after the advertising volume starts to increase, the cost will gradually fall back to the bidding range. Even if the cost exceeds expectations, the system will compensate for the excess cost, so there is no need to worry about the cost increasing!

06. The conversion cost is low, but the efficiency is low?

When advertising on TikTok, is the lower the cost the better?

For many businesses, there is actually only one indicator for evaluating advertising: the conversion cost. The lower the cost, the more exposure and conversions can be obtained within the unit budget. Therefore, the lower the conversion cost, the better!

Is that really true? uncertain.

For merchants, the core goal is to sell goods and services. It is like many people come to the store but do not buy anything. These people are actually ineffective displays and their costs are useless no matter how low they are.

Therefore, in addition to examining the conversion cost, we also have to consider the effectiveness of the advertisement and whether the advertisement is delivered to the intended customers!

07. Some netizens asked, what should we do if the quality of clues is too poor?

If the customer efficiency is low, it will be useless even if the lead cost is as low as possible! So how can we improve the efficiency of leads? Here are four suggestions for you:

1) Extend the field options to filter the intended audience;

2) Adjust the form position to improve customer quality;

3) Narrow user orientation and accurately target the target group;

4) Adjust the materials and guide conversion;

If you do well in these four areas, the efficiency of leads will be greatly improved!

08. What is good video material?

To advertise on TikTok, making videos is the first step. Students often ask me, Teacher Wang, I shot a video, do you think it can be run? As an advertising optimizer, we judge the quality of videos based on the following aspects:

It consists of five modules: video dubbing, suggestion to add text, video structure, appropriate background music, and guiding user conversion. Once the structure is complete, there is a chance that the video will run!

Of course, the ultimate factor that determines whether a video can run is still determined by the advertising system! It is wrong to judge the quality of a video subjectively.

Author: 20-year-old youth

Source: As if we had just seen each other