Information flow promotion | Is it reliable to increase the volume through stacking plan?

Some time ago, when the media came to our company for exchanges, they made a suggestion for infrastructure planning, which I found quite interesting, so I’d like to share it with you.

Next, let me think with you all, why do the media recommend material innovation and consider customer experience, but at the same time ask us to make batch plans to increase volume?

Let me answer the title first: the massive stacking plan is helpful in getting volume, but the Tencent advertising stacking plan has little impact on volume.

Massive Engine

1. The Toutiao stacking plan can increase the volume, but it is not a mindless stacking

1) Toutiao’s traffic distribution mechanism is not like Tencent’s traffic aggregation mechanism, which will filter out most of the planned exposures. Most plans will still be given some exposure after rough and fine sorting to verify whether the logical mechanism of the machine is positive.

2) At this time, we need to consider the account situation. First of all, in order to increase the volume of new plans, it is no problem to quickly stack plans and develop plans that support the volume, but we should try to stagger the time periods/open the plans in a targeted manner. Why?

3) First, the growth rate of a new plan during the cold start period is relatively slow, usually taking 1-2 days. Second, when your account balance is low, you have many plans, and the budget settings are relatively large, the efficiency of the system in allocating budgets will be greatly reduced?

2. The more plans you have, the faster they will decay.

To explain the principle in scientific terms: after a wave of volume has been washed out,

The click rate and conversion rate will gradually decrease. If a new plan is launched,

The click-through rate and conversion rate are higher than the old plan, so the overall ecpm is higher than the old plan and it is easy to suppress the old plan.

3. What is the scientific pile plan?

1) When piling up plans, many plans will be wasted. If you don’t have a plan with good ROI to support you, the ROI of the day will easily collapse. It is normal for the same account to have several large plans, several medium-volume plans, and several small-volume plans.

2) I am more used to: after a plan is launched, I will quickly increase it to more than 100,000+, keep updating this account on a daily basis, and pile it up in other new accounts. (I think I have used several hundred accounts~)

3) Why can I stack so many accounts and plans? I also work part-time as a product launch tool. I asked the technical staff to make a tool for batch planning. It can complete the posting of hundreds of plans/times within 20-30 minutes. My mom doesn't have to worry about me working overtime until the early morning every day because of the stack of plans. Yay!

4) Many of my friends have one account running many plans, and the scale is also very large, so both strategies are feasible, depending on your habits.

4. What to do if there is no balance in the account

If an account still cannot be activated after 7-10 days, it is recommended to change to a new account because the traffic distribution of each account is different, resulting in different modeling results.

5. Multiple goals at the same time

1) There should be many friends who do this. For example, I run the APP activation, and I activate all my accounts with the APP.

2) It is recommended that you change several different goals, for example: single activation, activation + secondary retention, activation + payment (although sometimes the company does not evaluate you on the latter few), but in fact different goals can reach different customers and help you reach other target groups.

Tencent Advertising

First, the amount of optimization

1) Tencent’s strategy of clustering and optimizing has basically eliminated the possibility of piling up plans and taking extra charges, because the machine thinks that your ads are identical and will basically not expose them or will only give you a few exposures.

2) But it worked before the volume concentration strategy was implemented.

Note: If you want to know more about the optimal aggregation strategy, you can read my previous article: Understand Tencent Advertising’s optimal aggregation strategy in one article.

Second, what are the strategies to increase volume?

1) The more account balance the better. The initial budget is planned to be 10,000+, and there is no limit on the account budget.

2) It is easier to model and start by first using a population package to expand or a seed population package to run with automatic expansion.

3) When a new account is launched, the bid can be slightly higher than that of the old account by 1-20%, first increase the volume and then lower the bid.

4) For the initial launch, it is recommended to use resource slots for all launches, and release all sizes at the same time. As long as the volume does not increase on the same day, you can close and delete it before going to bed at night.

Note: For a more comprehensive strategy, please refer to the previously written strategy for starting volume.

Third, what strategy should be used when there is a sudden drop in volume?

1) Common situation: A giant company directly contracts to buy traffic, causing the bidding traffic pool to suddenly become congested. Generally, after a few days, the overall traffic will recover.

2) Plan decline: Pull out the data from the beginning of the plan to today to see whether the click-through rate and conversion rate are continuing. If the cost is decreasing and rising, you can try the technique of last-minute reflection: try to exclude the converted data or copy the plan to other accounts or change the direction and run it again.

in conclusion

1. There is not much significance in Tencent's advertising stacking plan. Toutiao's stacking plan can increase the volume, but it is mainly the operation of the sponsors. If the budget is relatively small, for example: the budget is a few K (even the account budget is limited, which is actually not recommended).

2. There are also some tips for stacking plans, such as staggering the orientation, staggering the creativity (for example, some vertical/horizontal versions/pictures), staggering the opening time, etc., to achieve differentiated construction.

3. Close in time: Check account data frequently to avoid idle time and lower the ROI of the day.

Author: Science Delivery

Source: Scientific Investment (wzdn984330529)