What is a clear process for setting up a Toutiao account?

The Bytedance advertising platform, also known as the AD platform, is a domestic traffic giant that integrates products such as Toutiao, Douyin, and Pangolin. It is the first choice for advertisers to place information flow advertisements, and it is also a channel that information flow optimizers must master.

So, how to build a massive engine account?

-Account opening & testing-

●To place advertisements on Bytedance, you need to open an account, upload your qualifications and conduct public verification first. The main qualifications to be submitted include entity qualifications, industry qualifications, and placement qualifications. The placement can be started after the qualifications are reviewed and passed.

Qualification submission window: Tools → Account Tools → Account Information and Settings.

●To detect conversion events , you also need to select the corresponding conversion tracking tool in Assets → Conversion Tracking based on the promotion purpose and conversion goals.

-Building an Account-

●Before setting up an account, you need to have a rough idea in your mind, so you need to build an account first. The main steps to build an account are: analyzing products, understanding the market and competing products, determining goals, setting budgets, and building account structures.

Analyze products : To promote a product, we need to understand its positioning, selling points and audience, so as to better set the orientation and produce creative ideas;

Understand the market and competitors : Understanding the selling points and creative directions of the market and competitors before promotion can help us broaden our ideas;

Determine the goal : clarify the needs and goals of promotion;

Set the budget : According to the budget given by the company and the market data of similar products, the size of the budget determines the size of the account;

Account structure : Accounts are divided into four levels: Account → Advertising Group → Advertising Plan → Advertising Creative. Generally, they are built in the following three structures:

One advertising group + one advertising plan + one advertising creative

One ad group + one ad plan + multiple ad creatives

One ad group + multiple ad plans + one ad creative

Through the understanding of the previous 4 steps, we have a basic idea of ​​the targeting and creative types of the delivery, and build the account structure in combination with the products:

When launching a single product , you can divide the advertising groups according to the launch location, region, time, category, and activity, and then choose different account structures based on the targeting, creativity, personal habits, and historical launch data to be tested;

When launching multiple products , it is recommended to have one account for each product, which will facilitate later data analysis and help build an account model.

Note: A good account structure must be clear and easy to understand, so the names of ad groups and ad plans are very important. The naming should follow the following three points :

1. Avoid duplication, avoid duplication of advertising names, and make them indistinguishable; facilitate search, the advertising names have clear logic and are clearly distinguished; 3. Convenient for statistics, advertising names often use connectors and have a fixed format. For example: Advertising plan name: delivery target + targeting + material + channel number "

-Construction points-

1. Orientation

Orientation can be divided into 4 major categories:

1) General investment : No setting for the targeted investment, or only one or two items are restricted.

2) Basic : Only set basic information such as region, gender, age, etc.

3) Leica : Leica orientation is also behavioral interest orientation.

a. Behavior targeting: The labels are obtained based on the user’s previous interactive behaviors in all user products of Bytedance, without excessive model processing.

b. Interest targeting: Through the input feature data (not limited to interactive behavior, but also age, gender, etc.), the algorithm model explores and estimates the easy-to-convert population of the corresponding label.

User behavior targeting and user interest targeting can be used together, and user behavior targeting and user interest targeting are in a union relationship.

4) DMP crowd : Target the crowd through customized crowd packages or crowd packages pushed by media.

Custom audiences can be entered in Assets → Custom audience packages. According to the source of the audience package, they can be divided into: 1. Media push 2. Crowds calculated based on the tags and classifications of the Big Engine background 3. 4. Upload your own or third-party user data

●There is no better answer among these four types of targeting. In the early stage, optimizers need to determine the three major directions of product determination, namely, basis, Lycra, and population, and then conduct delivery tests to select optimization.

2. Budget

1) According to the budget given by the company and the market data of similar products, optimizers can set budgets according to each level of the account . The planned maximum consumption is the lowest budget among the account budget, advertising group budget and planned budget.

2) The planned budget should be higher than the planned bid. When the planned consumption is close to the planned budget, the planned running volume will be limited. It is recommended that the planned budget be 20% higher than the plan. When the planned data meets the target, it can be gradually increased to prevent the plan from hitting the line.

3. Bid

Based on the historical bids/bids of similar products/market bids, bids are divided into 0CPC\0CPM, CPA, automatic bidding, and double bidding .

1) OCPM : Currently the most commonly used bidding method, it starts quickly and requires the collection of certain data for intelligent optimization;

2) CPA : The most stable bidding method, but with less traffic and difficult to increase volume;

3) Automatic bidding: When the delivery mode is set to large-volume delivery, the system automatically bids according to the daily budget, and the initial cost will increase;

4) Double bidding : Bid based on the advertiser's front-end conversion goal (activation), back-end deep optimization (second retention/payment/key behavior) bidding, and optimize the front-end and back-end conversion costs at the same time. The double bidding function requires an application.

4. Creativity

1) Position : Advertising positions are divided into preferred advertising positions, positions designated by media, and positions designated by scenes. Generally, two major channels, Toutiao and Douyin, are selected. Pangolin does not recommend the placement of products with higher unit prices.

Specifying a location by media

2) Materials : Materials are divided into two categories: videos and pictures. You can combine location testing and observe the data to select. The pictures are mainly released on two channels: Toutiao and Pangolin.

3) Copywriting : Fill in the title copy in combination with the video/picture. Extract product keywords and try to reflect them in the copy.

4) Tags : You can add up to 20 creative tags, which can be divided into product type words, competitor words, and related keywords.

5) Landing page : The display form of the landing page can be event promotion, lead collection, App promotion, wake-up recall , and the landing page can also be directly linked to the relevant pages of other apps. For example, the landing page of an e-commerce advertisement can be directly linked to the purchase page of an e-commerce app.

Landing page creation: Tools → Design Tools → Orange Website Builder

Batch creation can be completed in Tools → Business Service Market → Batch Website Building Assistant.