Guangdiantong advertising details + optimization techniques

Today, we have specially compiled this article for you about Guangdiantong advertising placement details + optimization techniques, let’s take a look.

I hope these contents can help you who are currently suffering from the lack of traffic in GuangDianTong and have become bald .

The first thing to be clear about is the concept that although they are all placed under the same GuangDianTong account, different ad positions are actually equivalent to different promotion channels, and when promoting, it is actually necessary to distinguish the corresponding bids, materials, etc. The difference in advertising space is basically equal to the difference in channels.

GuangDianTong has a lot of advertising space, which is a major feature of GuangDianTong. Now after the background revision, the advertising space is classified into XQ, XS, and Youlianghui, which is very clear.

XQ resources: The advertising positions of these resources are in Mobile QQ, QQ Space, Kandian, and browsers. Therefore, XQ resources are of huge quantity, good quality, accurate targeting, and stable, and are the top priority of GuangDianTong’s advertising.

Among XQ resources, the most critical position is the 1280*720 horizontal large picture, which can account for 50% or more of the delivery volume of an account; the second is the three small horizontal pictures (including 4:3, 3:2). Of course, there is fierce competition for traffic in the 1280*720 horizontal large image section, and the overall ecpm is high, so optimizing the ctr of advertising materials, testing appropriate targeting, and improving the ecpm of one's own advertising are key.

XS resources: XS resources are Tengxin and Tengshi. The characteristics of this part of resources are that the quantity is huge, but the orientation (especially gender and education level) is relatively inaccurate. Of course, this is related to the media attributes of the resource position.

In Tencent New, the most important things are 1280*720 horizontal large pictures and three horizontal small pictures, which can account for 30%-40% of the account size; in Tencent Vision, the most important things are 1280*720 horizontal large pictures. In addition, 16:9 horizontal videos and patch videos are recommended. The overall ecpm of XS resources is slightly lower than that of XQ, but the magnitude is also considerable and needs to be grasped. Optimizing ad ctr is the key.

Alliance resources: The alliance has a large volume, but the advertising space is relatively mixed. It will appear on apps such as Zhihu, Weibo, Douban, etc. The customer acquisition cost is very low, but the education level and income of registered users are relatively low. When you need to acquire a large number of customers, it is recommended to use alliances to acquire users at low cost, and it is recommended to block incentive media.

Now that we have understood the ad positions, what we need to understand next is some small details when operating the account.

Detail 1: Delivery mode selection

The effect of accelerated delivery is quite good. I always choose accelerated delivery by default when delivering. However, for those who are trying GuangDianTong Advertising Optimizer for the first time, it is better to use the standard first, because industry demands and product situations are different. If the consequences of taking off by accelerating are disastrous, you can try accelerating when you understand the rules and methods, and you must always pay attention to the account situation.

Detail 2: Delivery time

First of all, we need to know two facts.

The first is the peak period of traffic. The traffic of the Tencent series basically has very obvious fluctuations in the morning, noon and evening. For example, the traffic of xs resources with a large amount of traffic will have a traffic peak when news is pushed. The traffic peaks of different ad positions are also different. For example, if a new ad has no effect for a period of time when it is launched, you need to wait for a while to see the effect of the launch during the traffic peak. Don't rush to make adjustments quickly.

The second is to place orders based on product and crowd portraits . The delivery time can be based on the business population. For example, if the population is relatively young, delivery can also be done between 1 and 2 am. But in most cases, the quality of traffic at night is average, and there will be some problems when following up the next day. Therefore, the promotion time should be based on the product user portrait. It can be launched during the morning work time. It is recommended to conduct testing at noon, upload new plans and materials, and wait for approval. Test data during the evening rush hour, and decide whether to launch the new materials the next day based on data feedback.

Detail 3: Creativity

The title must clearly state what we do and what we can bring to users. The pictures should be related to the business and creativity and be beautiful and eye-catching. The page should also tell users what we do, what problems we can solve for users, and what benefits we can bring. Moreover, it is very important that the pictures and texts are consistent and combined with the landing page. In addition, even if you don’t know how to write title copy, you can use the targeted word package + copywriting assistant provided by Guangdiantong. However, what is more important is to find and produce materials for the corresponding advertising positions on a daily basis and constantly try to match materials and copywriting. Because the decay is fast, fast iteration and new products are needed to maintain the scale or increase the volume.

Warm reminder: The reason why many optimizers’ creative click-through rates are low is because they don’t clearly state what they do, and the conversion rate is often affected by this factor.

Detail 4: Landing page modification

If you feel there is a problem with the landing page during the delivery process, it is recommended not to modify it directly on the original page, as this will affect the system data modeling. You can copy the page, modify it, and create a new plan for delivery. Create a separate plan group, copy the landing page, and then launch it.

Tips: When modifying the original page, the system is likely to determine that this is a new page and will re-model it, which will affect the effect. Therefore, when modifying the page, do not modify it directly. Copy it, modify it, and then create a new plan to run.

Detail 5: Guangdiantong advertising review

Guangdiantong's advertising review is relatively strict, but there are countermeasures for every policy:

Countermeasure 1: Make modifications based on the reasons for non-conformity;

Countermeasure 2: You can submit multiple times. If it is not approved once, submit twice. If it is not approved twice, submit three times. Repeated submissions will most likely be approved. Each time you submit, you can slightly modify the text or pictures.

Countermeasure 3: Make a second submission between 18:00 and 20:00 in the evening. Years of experience show that it is easier to pass the review at this time, and trials have found that the pass rate at night is higher than during the day.

Detail 6: Bid Adjustment

Do not adjust bids frequently. If a plan is running well, you can make slight adjustments. If the plan is performing poorly, it is recommended to create a new plan directly.

You can refer to industry data for bid setting, ask fellow optimizers, or follow system recommendations. Or you can just work backwards to figure out what your bid should be based on your needs and the overall CTR and CVR of the ad space. Bids cannot be adjusted frequently, and the price adjustment range must be within ±5% . Because ocpa is used for delivery, frequent price changes and large price adjustments will affect the system model, causing this advertisement to be very unstable and even unable to get any volume.

Warm reminder: The bid for information flow ads is not the most important thing. Creativity and page are more important. Grasp the overall direction of delivery. Generally speaking , the wider the targeting, the lower the price, and the narrower the targeting, the higher the price .

Detail 7: Budget Adjustment

First: The drastic budget adjustment of GuangDianTong has little impact . However, in order to get better volume, it is generally necessary to provide sufficient budget (including account budget and planned budget). When the advertising volume needs to be increased, the budget can be significantly increased; when the advertising volume needs to be reduced, the budget can also be reduced. In the initial stage, it is recommended to set a budget for the account instead of setting a budget for the plan separately, provided that you can keep an eye on your account at all times. If this is not possible, it is recommended that the budget be given to a separate planning group and increased based on the demand for customs clearance. Of course, if the plan runs too fast, consumption may exceed the account budget. If it exceeds, continuous testing is required. When it is higher than 50+, it is the specific amount of money spent.

Detail 8: Account establishment

Generally, under one advertising plan, 2-4 ads are created, each with one creative. Under the ocpa bidding conditions, one ad corresponds to one URL. In short, it is one to many and many to one.

At the advertising planning level, vertically compare the data of each targeting and analyze the population attributes, costs, preferences, and back-end conversions under the targeting; at the advertising level, horizontally compare the pros and cons of each material, such as CTR, CVR, user attributes, etc.

To prevent competition among materials within an account, there should be differentiation in targeting to reduce overlap ; at the same time, materials under the same advertising plan should also avoid homogeneity.

Some other questions about the account:

The quality material was available the day before, but not today.

Possible causes are:

a. Today, the market ecpm is high, so this ad is not competitive;

b. The account has other advertising competition during the same period;

c. The overall market is quite full, leaving little traffic for competitive bidding ads. In this case, you must not change the material, because the material ran well the day before, which means there is no problem with the material itself. Therefore, the delivery time can be adjusted to the next day and continue to observe.

How to expand volume while keeping costs stable?

For a single advertisement with stable cost, if you want to expand the volume, you can do the following:

a. Increase the budget, it is no problem to adjust it to 100,000 yuan;

b. Check the box to automatically expand the quantity; however, if you have a need, you need to adjust the targeting that should not be exceeded, such as age, region, and education level.

c. In the later stage of this advertisement, increase the bid appropriately according to the cost; because according to the formula of ecpm, if the cost is relatively low, you can increase the bid to improve the competitiveness of the advertisement in bidding and further improve ecpm.

In addition, for an advertising account, if you want to expand the volume, you have to keep advertising. GuangDianTong is very demanding on content, so if costs and budgets permit, each household needs to post at least 30 new ads every day. Continuous testing, new materials and creativity will prevent materials from decaying and disappearing.

3. How to reduce registration costs

a. Choose the appropriate ad position: cost XQ>XS>alliance, so you can choose alliance traffic for delivery. The cost of XQ's large horizontal image is relatively high, and the placement can be measured; of course, this requires quantitative operation. If you want conversions, you must finally consider ROI and conversion rate.

b. Gradually lower the bid: increase the ad CTR, and then increase the ecpm. When the ecpm goes up, you can lower the bid appropriately to reduce the registration cost. This strategy requires us to continuously provide new materials and creativity to improve the overall ecpm of advertising materials.

Related articles:

Guangdiantong advertising introduction, Guangdiantong advertising placement

Guangdiantong information flow advertising delivery model

How to effectively place Guangdiantong information flow advertisements?

Author: Wood is invincible

Source: Wood is Invincible