up to date! Tencent Advertising Platform Practical Guide

Today I bring you "AD Delivery Platform Usage Process" + "Diagnostic Tool Usage Guide"

1. Delivery platform usage process

1. New Tencent advertising management platform, efficient full-traffic delivery solution

➀ Improved account management efficiency: No need to open accounts on two platforms, one account can manage all placements

➁ Low threshold for account opening: Even without an official account, you can still place traffic on WeChat Moments, official accounts, and mini programs

➂ The learning cost of delivery is halved: the delivery capabilities of both platforms are simplified and unified, and you only need to understand one set of delivery logic and optimization strategies

➃ Improved service quality: Added a mini-program version of the mobile delivery terminal, supported online feedback and problem tracking, and provided all-round service for user delivery

➄ Data asset accumulation: One platform can deliver Tencent's global traffic, and historical data can be reused

2. Delivery process

➀ Step 1: Set promotion goals

The new delivery terminal supports all targets used by the gaming industry

APP game use

▸ App Promotion- iOS App

▸ Application promotion-Android application (supports advertising package APK and App Store APK)

Mini game promotion

▸ Mini Game Promotion- WeChat Mini Games

▸ Mini Games Promotion - QQ Mini Games

New game reservation and release

▸ Web page promotion (non-WeChat traffic)

▸ Collect sales leads (deliver WeChat traffic)

➁ Step 2 - Set up placement

New Moments placement: Added Moments placement capabilities, supporting Moments placement without official accounts

Multiple selection of placements: "QQ, Tencent Kandian, Tencent Music", "Tencent News and Tencent Video", "Youlianghui" can be selected multiple times. One advertisement covers multiple traffics and the volume is increased faster.

➂ Step 3 - Set up targeting

Exclusive and targeted introduction of WeChat traffic

▸ You can choose to target or exclude users who have been interested in your public account or Moments ads

▸ Your registered mini game can only be used under WeChat mini game promotion

Recommended: Automatic expansion

▸ Targeted matching and automatic expansion use to automatically find high-quality and potential game players

Moments ads do not support targeting: work status, consumption level, residential community price, new device users, Internet access scenarios, weather targeting

➃ Step 4 - Scheduling and bidding settings

The delivery time is unified for each traffic

▸ Moments ads support long-term delivery

▸ Delivery time supports 7*48 flexible settings

▸ The minimum delivery period during the delivery date is 0.5 hours

All traffic supports unified bidding capabilities

▸ Smart bidding directly selects oCPM or oCPC, and no longer selects oCPA+ billing method

▸ Supports selection of bidding strategies (undetermined volume, priority volume)

▸ Full traffic supports dual-target optimization, and it is recommended to use activation + first payment for delivery

➄ Step 5 - Creative Form Selection

Creative forms of WeChat Moments ads:

▸ The pictures support four forms: regular large pictures, basic cards, label cards, and regular multi-pictures

▸ After selecting the creative format for a regular large image, you also need to select the creative size

▸ After selecting the creative format for regular multiple images, you need to select the number of images and creative size

➅ Step 6 - Landing Page Selection

Moments profile picture and nickname

▸ Used to display user information after clicking on the avatar and nickname

▸ Game APP promotion and mini-game promotion use the game's icon and name as the avatar and nickname display information by default

Click Area

▸ Click on the outer creative to enter the native landing page

▸ Click the action button copy to jump to the native promotion page/mini game/App Store download page

Tencent Advertising Management Platform is used to create and manage native promotion pages using WeChat traffic. The new platform supports creation and management

➆ Step 7 – Creative Preview

Moments Ad Preview

▸ Create process with real-time preview

▸ Support WeChat QR code scanning and mobile preview

▸ Scan code preview only supports viewing, not operation

▸ Each QR code is valid for 10 minutes

2. Guidelines for using diagnostic tools

1. Problems solved by diagnostic tools: How to adjust and optimize ads that are being served

2. How diagnostic tools solve problems: Analysis of the delivery process

3. Core Competencies

➀ Account Diagnosis Overview: Quickly understand all key advertising performance and implement batch processing

Diagnostic conclusion: Provide the most suitable optimization suggestions based on the current advertising situation

Cost compensation status: For oCPX advertising, the platform will bear the risk of early model exploration and compensate for large cost deviations

Large cost fluctuations: indicates that the actual cost on the day exceeds the target bid by more than 30%, and the actual cost in the past 7 days exceeds the target bid by more than 20% (the ratio can be customized)

Potential for growth: refers to ads that have been consumed quickly and have relatively stable costs recently. For this type of advertising, it is recommended to replenish the budget in time and expand targeted

Learning status: In the initial stage of CPX advertising launch, the system uses the model to find target users who may be converted; the end of learning means that considerable data has been accumulated and normal delivery has begun; learning failure means that the exploration has failed and no effective conversion has been found.

There is a budget problem: This means that the exposure and consumption speed of the advertisement is affected due to budget problems. For this type of advertisement, it is recommended to adjust the budget in time to increase the exposure consumption speed

Potential for price increase: refers to ads that can achieve a significant increase in exposure consumption through a small price increase. The specific ratio can be customized.

➁ Diagnostic conclusion & optimization adjustment

Process: Find ads that need to be optimized - Overview of core issues of ads - Quickly optimize and solve ad problems - Detailed analysis to understand the reasons

Entrance to intelligent diagnosis: Delivery management platform – Ad management – ​​Ad list

Ad diagnostics will be embedded into the ad management process as a custom indicator for ad management

Based on ad diagnosis, you can quickly determine which ads need to be paused/optimized/observed, and adjust them according to the suggestions.

4. Fast Optimization

Click "Quick Optimization" and follow the system's suggestions to complete the optimization adjustments item by item.

➀ Function entry: Click the small bubble button "One-click optimization" to enter the quick optimization operation module

➁ Optimization and targeting: automatic expansion/tag recommendation

Automatic expansion: The system helps customers find targeted groups in a wider range based on advertising performance. When using automatic expansion, you can choose a narrow core group as the seed group (such as group behavior interest tags, group packages, etc.)

Tag recommendation: The system automatically recommends target groups suitable for the advertisement based on the advertisement performance.

➂ Optimize budget: adjust 3-level budget/recharge account balance

Budget settings will directly affect the speed at which ads are consumed. When the budget balance is insufficient, ad consumption will be greatly affected.

➃ Stable volume acquisition: The core goal is to bid close to the target price with actual cost

Prioritize volume: To strive for more conversions as the core goal, the actual cost may be slightly higher than

Dual-target bidding: Optimize the deep optimization target cost while controlling the shallow optimization target cost. If you are interested in the cost of two optimization objectives at the same time, you can use this function

Bid Simulation: The bid exposure simulator will make a theoretical estimate of the exposure that different bids can get in the next hour/day based on historical delivery conditions.

5. Analyze and diagnose details

➀ Key Factor – Orientation

Targeting pass rate: After users enter the traffic page, they will request ads. Ads that meet the targeting requirements can be passed and triggered. The higher the targeting pass rate and the better the star rating, the easier it is to get the final exposure opportunity.

Targeting width: Indicates the proportion of the targeted traffic of the ad to the overall traffic of the market. The wider the targeting, the more people can choose from, and it is easier to pass the triggering stage of the ad.

Traffic sufficiency: The traffic sufficiency of bidding ads is mainly affected by the proportion of scheduled ads. When the scale of contract/scheduled ads is released, the traffic space of bidding ads will be forced to shrink.

Competition easing: Competition easing of bidding ads is mainly affected by the competition between bidding ads, reflecting the intensity of competition among all other bidding ads for the same group of people.

➁ Key Factor – Bid

Bid analysis reflects the relative bidding competitiveness of this ad among ads of the same targeted group. If the bid is poor, it will be difficult to grab exposure consumption in this targeted group.

Every time a user initiates an ad request, there are many ads competing with this ad, and the bid is the most critical factor. The diagnosis will automatically calculate the proportion of exposure opportunities lost due to low bids when other conditions are equal.

The bid simulator will use different bids to estimate the exposure of this ad in the future based on the historical delivery of this ad and the competitive environment of the selected targeted population. Currently supports two estimation granularities: estimation for the next hour and the next day

➂ Key Factor – Budget

Budget analysis reflects the budget usage of each level of the advertisement, as well as the exposure failure caused by budget reasons.

Reasonable budget setting at all levels:

▸ The daily budget settings of account/plan/advertising and the overall account balance will affect the actual available budget for advertising. Usually, the initial budget for advertising will be allocated according to the budget ratio of each level x the account balance. The smaller the initial budget, the slower the advertising will start.

▸ When the ad is finished, the system will reallocate the budget based on the consumption rate of all ads in the account (real-time adjustment) - tilt the budget towards ads that consume faster

Focus on real-time available budget:

▸ The actual available budget for an ad is related to the account balance, account budget, planned budget, and the budget share of the ad.

▸ In addition, the real-time available budget will be reset to zero one hour before the end of the ad delivery time to avoid overspending on the ad.

Timely adjustment of budget allocation:

▸When the ad exposure speed is too fast, in order to prevent the actual deducted exposure from exceeding the budget, the system will adjust the exposure speed according to the real-time available budget. Therefore, setting a higher budget for high-quality ads (while having sufficient account balance) makes it easier to maintain high-speed exposure.

6. Analysis of the delivery process

Once an ad enters the system, it will go through the stages of triggering, competition, exposure, click, conversion, and cost.

➀ Trigger Analysis

Targeting pass rate: After users enter the traffic page, they will request ads. Ads that meet the targeting requirements can be passed and triggered. The higher the targeting pass rate and the better the star rating, the easier it is to get the final exposure opportunity.

Targeting width: Indicates the proportion of the targeted traffic of the ad to the overall traffic of the market. The wider the targeting, the more people can choose from, and it is easier to pass the triggering stage of the ad.

➁ Competitive Analysis

Competitive environment analysis

The competitive environment of advertising is affected by advertising targeting and contract advertising within targeting

▸ Traffic sufficiency: The traffic sufficiency of bidding ads is mainly affected by the proportion of scheduled ads. When the scale of contract/scheduled ads is released, the traffic space of bidding ads will be forced to shrink.

▸ Competition easing: Competition easing of bidding ads is mainly affected by the competition between bidding ads, reflecting the intensity of competition among all other bidding ads for the same group of people.

Competition failure details

▸ Competition winning rate: Ads participate in competition after being targeted, and those that win the competition will be filled in the corresponding ad space; the higher the competition winning rate and the better the star rating, the easier it is to get exposure opportunities

▸ Competition failure reason pie chart: Indicates the main reasons why the ad failed to win in the competition stage, including budget, bid, click, conversion, user acceptance, competition within the account, etc.

▸ Budget details: If the ad budget balance is insufficient, it will not win, which will affect the exposure consumption speed.

▸ Bid competitiveness: reflects the bid level in previous competitions and can be adjusted through the bid simulator

▸ Click competitiveness: reflects the estimated click-through rate level in previous competitions. You can refer to the winning ad optimization

▸ Conversion competitiveness: reflects the estimated conversion rate level in previous competitions. You can refer to the winning ad optimization

▸ User acceptance: reflects the user's negative feedback/freshness, which can be optimized through targeting/materials, etc.

▸ Internal competition in the account: reflects the impact of ads within the account on the competition of this ad, and some ads can be suspended

➂ Exposure Analysis

After an ad wins the competition, when a user browses to the ad location, the ad is exposed. At this stage, the trend change of exposure effect and the distribution of the crowd can be analyzed to assist in subsequent delivery.

Exposure trend comparison: Displays the hourly exposure trend changes of this ad today compared to yesterday, and maps key ad modification operations to the curve to facilitate review of the operation effects

Effect data analysis: Displays the exposure data of this ad in the last three days, and helps customers quickly understand the details of the exposure effect of this ad through industry comparison, crowd label contribution splitting, etc.

Targeted tags/crowd package exposure contribution: the exposure PV of this ad in a certain crowd/the total exposure PV of this ad. You can choose excellent tags with high contribution as seed crowds to adjust subsequent delivery strategies

➃ Click to analyze

After the ad is exposed, when the user clicks on the ad, the ad click is generated; at this stage, the trend change of the click effect and the distribution of the population can be analyzed to assist in subsequent delivery

Click-through rate trend comparison: Displays the hourly click-through rate trend of this ad today compared to yesterday, and maps key ad modification operations to the curve to facilitate review of the operation effect

Performance data analysis: Display the click-through data of this ad in the last three days, and help customers quickly understand the details of the click-through effect of this ad through industry comparison, crowd label contribution split, etc.

Targeted tags/crowd package exposure contribution: the click PV of this ad in a certain group of people/the total click PV of this ad. You can choose excellent tags with high contribution as the seed group to adjust the subsequent delivery strategy

➄ Conversion Analysis

After the user clicks on the outer layer, if the subsequent conversion operation is performed, the corresponding conversion can be generated; the trend change and population distribution of the conversion effect can be analyzed at each stage to assist in subsequent delivery

Conversion rate: The conversion rate of different behaviors according to different optimization goals of the advertisement.

Conversion rate trend comparison: Displays the hourly conversion rate trend of this ad today compared to yesterday, and maps key ad modification operations to the curve to facilitate review of the operation effect

Performance data analysis: Displays the conversion data of this ad in the last three days, and helps customers quickly understand the details of the click effect of this ad through industry comparison, crowd label contribution split, etc.

Targeted tag/crowd package exposure contribution: the conversion PV of this ad in a certain group of people/the total conversion PV of this ad. You can choose excellent tags with high contribution as seed groups to adjust subsequent delivery strategies

➅ Cost Analysis

Cost deviation for the day: reflects the deviation between the actual cost of the ad and the target cost (bid) from 0:00 today to the current time. If it is a dual-target bid, the deep target conversion is displayed by default.

Cost deviation in the last 7 days: reflects the deviation between the actual cost of the ad and the target cost (bid) in the last 7 days. If it is a dual-target bid, the deep target conversion is displayed by default.

Cost trend comparison: Displays the changing trend of target cost (bid) and actual cost in the past 7 days, and maps key ad modification operations to the curve to facilitate review of operation effects

Performance data: Displays the cost/bid of this ad in the last 7 days compared with other ads in the industry. You can refer to the level of the same industry to evaluate and adjust your own ads.

Access behavioral data: To better achieve the effect of advertising, you can upload more user group behavior data analysis to help optimize the model and improve the return on advertising.

Author: Routine Editorial Department

Source: Routine Editorial Department fun (liuliangplus666)