Answers to advertising placements on Tencent, Bytedance, and Kuaishou!

Tencent Advertising

Question 1: Is there any big guy who can share the gameplay of Tencent Ads' one-click volume function? (Question: Author Da He)

I feel that the one-click volume increase is a quick way to test the quality of ads. When we were running second-tier e-commerce before, we would make some changes to the high-quality material copywriting, directly increase the volume at a high price, and then increase the volume with one click. We took a gamble. Second-tier e-commerce companies are very particular about materials, so it is quite convenient to use one-click volume increase to test the materials. (Answer: Group friend Yu)

The Guangdiantong order volume is pretty slow. I think the order volume of 5,000 yuan was opened at 12 noon, and I haven’t spent 1,000 yuan by 6 pm. (Answer: Group member H)

I measured the one-button quantity. I feel it has a lot to do with the material, and the budget given is different. The starting effect is also different. There are differences in the effects of starting with one click after the ad is approved and starting with one click after 6 conversions (Answer: Group member Qinxia)

Whether the one-click volume can be increased depends on the ecpm of the ad itself. For ads with good trends, just open them. For ads with good click-through conversions, stable costs and ROI, open one-click volume before the traffic peak and they will take off directly. (Answer: group member st)

Question 2: GuangDianTong’s automatic bidding performed better on the first day and in the early morning of the second day. Want to drop to a lower budget? Adjusting the budget will cause fluctuations. I tried not adjusting the budget, and the next morning was empty. I don’t know if this is an isolated case. (Asked by group member Qinxia)

The automatic bidding budget will be affected. You can try a plan. Automatic bidding is controlled by budget. This is not an isolated case. (Answer: Group member Chen Youliang)

Manual bidding generally does not set a budget. If a budget is set, it is said to affect the quality of the account (Answer: Group member Yunduo)

If you don't change the budget, you will definitely start at a specific time period (for example, 11 a.m.) on the first day. The machine will not have accumulated data during the 0-10 a.m. period, so it is easy to explode the cost on the second day. Looking at it over a long period of time, as long as the overall cost meets the target, you can keep it (Answer: Author Da He)

Question 3: In one GuangDianTong account, is it better to run one targeted service or multiple targeted services? Is it better to change the frequency higher or lower? (Asked by: Shandong-Yunduo-Communication)

I was running a package, and after testing the package, I converted the package into a directional package to run. Then other households run new packages. The package provided by the agent should be a universal package. The other targeted packages are basically the same, except for the different groups of people. At the beginning, we must test which package has good conversion. Basically, there will be data in 3-7 days, and it will be clear. I run tea leaves (Answer: Group member HZ)

If you are new to running, you can set the directional from loose to tight, test it together with abtest, run for a few days to see the data feedback which directional effect is good, and use it as the main running (Answer: Group friends are scumbags)

New accounts can be tested in multiple directions at the beginning, and then the directions of each account can be divided according to the data. (Answer: Author Da He)

Huge amount of advertising

Question 1: What is the scientific basis of the tiered bidding method of Bytedance? If I want to sell in large quantities, shouldn’t I offer the highest price within my acceptable range? Why is there a gameplay where plans with different bids are built together in the range of 100-150, and sometimes the one with the lower bid even gets started? If this is really a scientific and reasonable investment method, how necessary is it to do so when setting up an account? (Asked by: Shen Zhanyong)

ecpm=ectr*cvr*bid*1000, only the bid can be controlled manually (Answer: group member Dou.m)

Use the 150 plan to boost the 120 plan, thereby reducing conversion costs (Answer: Thomas, a member of the group)

My understanding is that different bids will result in different advertising opportunities. Bidding 120 or 150 in the early stage may attract different groups of people, and the system may rely on the data modeling of the group of people attracted in the early stage to learn, so the final effect will be different. I don’t know if this understanding is correct; because it is the second highest price principle, it should be correct to bid according to the highest price that can be afforded in theory. (Answer: Group member Jackie)

The price still depends on your own acceptable range. In theory and practice, it is recommended to bid higher than the acceptable range when a new product is first launched. (Answer: Author Da He)

Question 2: The account has not been run for a long time. Now I try various operations but nothing works. What’s the reason? In March, the form displayed about 20,000 views per day. The boss stopped it because of poor sales conversion. Now it starts running in May. No matter how high the price is, there is no volume, less than 200 displays a day. I have tried all kinds of tricks and I suspect this account is useless (Question: Group member)

It is normal. Suspension will affect the quality. Try to publish again or copy and upload a new one. Try to publish more plans to see if you can run a new account. If the account is locked, change it. You can bid higher than the original one to see if it can be run. March is the off-season and May is the peak season. (Answer: Group member Jin Tao)

Then change households. The quality issues will decrease if the running volume plan is stopped for a few days. If it is useless to make a quotation, don’t waste your time. (Answer: Group friend Tou Ge)

Question 3: Are there any friends who have played RPG mobile games recently? How do you deal with the initial cost of each payment? (Asked by: Group member Dazuo’s affirmation)

If your costs explode, you can pull out the data to analyze the changes and find the smallest granularity to locate the problem. Generally, the first thing to look at is CVR and CTR, and then the directional dimension. There must be something wrong with the failed plan. Either make a new plan or limit the budget and wait for a better time period to run it. If the cost explodes, it may be that you plan to wash out repeated groups of people. Try to release the directional or switch to directional ab testing and don't use one directional method until the end. Materials also need to be considered for optimization, and new materials should be updated on the account. Get more accounts. The data model of each new account in the first few days is very important. There is also an ecpm detail issue that you need to think about more. In addition to bidding, there are also ctr and cvr that affect the competitiveness of the plan. There are many details that require you to use your brain and hands more in operation. I won’t spit out all the knowledge I know (Answer: Group members are free)

Kuaishou Advertising

Kuaishou’s solution to this similarity: should we delete the same materials in the material library, or should we delete multiple plans on the same material? Can it be understood this way: you can have multiple plans on the same material, but you can only use the material library directly (cannot upload it locally)? (Question: Declaration of group members)

It is best not to use duplicate videos in the future. You can upload an original video to the video library first, and then choose the ads you build directly from the video library. Do not upload it locally. If a video is uploaded locally twice, it is considered a duplicate. (Answer: Group member Party A)

Question 2: I’m a newbie. Is the launch phase of Kuaishou’s new plan very slow? I’ve been waiting for a long time but still haven’t been exposed. I want to know if it’s because this channel is slow to launch or because my bid is too low. (Question: Group friend is a scumbag)

Kuaishou is very price-conscious. At least when running a game, I have asked direct customers, and the recommended prices given by direct customers are generally acceptable. (Full-time assistant_Xuanwen)