Information flow account is not growing? How to solve it?

You may have heard a lot of information flow techniques and tricks.

But when it comes time to use it, you may still not know what to do

So this series hopes to solve the problems encountered in daily life, or provide a solution to the problem. I hope it can be helpful to you!

01 What does account volume mean?

To put it bluntly, account volume increases means more consumption and more money, but this expenditure must be within a reasonable cost range or the customer must be informed in advance. Don't spend money without thinking, and then the customer will not accept it, which will be a pity...

So the magnitude here refers to consumption.

02 Why is the account not growing?

Perhaps only optimizers can understand this feeling. You would never imagine that one day you would be worried about not being able to spend money.

There are many reasons why an account does not grow in volume. In addition to the fact that new accounts require a certain testing period and the initial volume is relatively small, most of the reasons for the lack of volume afterwards are some negative operations or the impact of fluctuations in market data on specific dates.

Most of them are affected by the following reasons:

• The impact of the market
• Planned Decline
• Direction too narrow
• Bid too low
• Too little budget
• Too little consumption time
• Too few delivery plans

…

03 What should I do if my account is not growing?

First, check why there is no volume. You can check step by step according to the marketing funnel. Is it because the material is not attractive enough? Or is the orientation too narrow? Or even a bid that was too low?

Or you can also eliminate them step by step according to the summarized mind map. It is relatively simple and direct. At least you can have a clear idea of ​​it and explain it to the client.

Excluding those uncontrollable factors that we cannot adjust, let's look at the parts that we can directly operate and directly influence.

• Bidding: Bidding is equivalent to the optimizer’s ultimate skill, so don’t adjust it frequently.
• Too few plans: Then make more plans, and you will always get the traffic by making more plans .
• Fewer placements: If you haven’t even measured the quantity, why would you care about Xigua, Douyin, Volcano, Toutiao, or Pangolin? Or you can just go for the preferred placement!
• Narrow targeting: The amount of consumption depends on the users reached. Don’t be too rigid in the early stage of delivery.
• Fewer time periods: You can communicate with customers to extend the delivery period.
• Budget issues: You can set a total budget at the account level to ensure that you do not overspend, and release the budget at the plan level.
• Balance issue: Take a look at your account every day, and make sure the balance is enough to last for more than 2 days.
• Material issue: Video/picture + copy + landing page + label is considered a complete material. You can change different copy or labels while copying the plan.
• Media functions: You can try out more new functions of media , such as delivery manager, automatic bidding, customized monitoring, etc. Maybe one of them will boost your sales!

Increasing the scale actually means reaching as many users as possible.

For example, optimizing materials and improving their quality. Relax the targeting and reach more people. You can even change the selling points of the materials to attract users. You can also offer a high price first and then lower it to test the plan, etc.

You can use the functions and tools you have at hand to increase the scale. As for the subsequent costs, just worry about it for now.

After all, [ you have to consume it first before you can optimize the cost ], right?

You can refer to my optimization ideas:

• First ask the media about the overall traffic situation, whether the overall volume has dropped or has disappeared.
• Check if it is caused by special holidays (such as Double Eleven and 618 e-commerce industry rush for volume)
• Ask customers or media about the bids to see if they are too low
• Optimize material selling points
• Relax the orientation, make more plans, and start in different locations and forms

You can't just sit and wait to die without quantity. After all, consumption is the lifeblood of an optimizer. Always find a breakthrough direction to try!

Author: Erbai

Source: Schrödinger's Information Flow (W77PPT)