Introduction to the process of building Toutiao information flow ads

Pre-advertising preparation

1. Open an account.

When placing advertisements, the first step is to find a corresponding third-party company to open an account. You can find a media company or an agent.

To open an account, you need to prepare the corresponding account opening qualifications in advance, which generally include the advertiser's qualifications, industry qualifications, and content qualifications. Then it will be submitted to the media for review and confirmation of the specific promotional content. Once confirmed, the account opening process can be completed.

2. Recharge.

After the account is opened, you need to recharge the advertising account as advertising promotion expenses. Generally speaking, the first deposit for most advertisers is 10,000 yuan. The specific amount can be determined based on the relevant requirements and rebate policy of the account opening company.

3. Relevant agreements.

The account is opened and recharged. The next step is to start advertising. Who operates the advertising account? Definitely an optimizer.

Is it Party A or Party B who is mainly in charge?

This is determined based on the specific agreement between the two parties.

Generally speaking, Party B will provide supporting services to Party A's advertisers based on the company's relevant policies and regulations, such as the advertiser's consumption level, delivery needs, initial charge amount, etc., such as arranging optimizers, designing materials, and outputting daily and weekly reports and other periodic delivery reports.

Some Party A advertisers have their own advertising optimization teams, so they are fully responsible for account operations. Party B optimization only needs to provide relevant assistance and support work, such as daily optimization suggestions, review support, industry cases and other support.

In the following, it is assumed that the account will be operated by Party B.

After the account is recharged, the next step is to prepare to start advertising.

4. Clarify your needs

For third-party optimization, it is necessary to clarify customer demand before advertising is launched.

For example, daily budget, bid, cost assessment scope, delivery area, target audience, and whether there are reference materials.

This is very important. Often, blindly launching advertising without clarifying customer needs can easily lead to advertising errors. For example, if the customer does not clearly indicate that the advertising should be started, or the customer has special requirements for ad placement and audience targeting. Advertising mistakes are basically about money, so be sure to verify the situation with the advertiser before placing the ad.

5. Prepare materials.

Regarding material design, it can be divided into two situations.

The first one is that the customer provides the materials.

If the customer has already prepared the materials, this is the simplest method. You can just come and put the advertisement online. If the customer does not have the materials, then you have to wait until the customer has prepared them before putting the advertisement online.

The second type is materials designed by Party B.

It is necessary to ask the customer for the original copy of the relevant promotional content materials, ask whether there are any reference materials, and clarify the customer's needs. Generally, the optimizer will sort out the copy and hand it over to the designers in the design department. Once it is completed, it will be submitted to the customer for review and confirmation. After confirmation, the advertisement can be put online.

Advertising background basic module

Login method.

Party A and Party B have different login methods. Party A's clients log into the backend by entering their account number and password through the advertising backend website. Party B usually logs into the agency's (one-stop) advertising backend and can access the corresponding advertising account without the account number and password of the advertising account.

The difference between Party A and Party B.

Party A only needs to manage a few accounts of its own company, while Party B usually needs to manage many (10 to 20) advertising accounts as an optimizer. Through the one-stop advertising background, accounts can be switched quickly to avoid repetitive and tedious work such as logging out and logging in.

The Toutiao advertising backend consists of seven modules.

Home page, promotion, report, assets, tools, finance, school.

Home page: The home page is an overview of account consumption data, which mainly reflects the account balance, today's consumption, account daily budget, number of conversions, conversion cost, time-based delivery curve chart, running volume materials, etc. Generally less attention is paid.

Promotion: Promotion is the most frequently used module among all the modules. Optimizers build and optimize advertisements on a daily basis in this section. We will talk about setting up advertisements in detail later.

Report: data analysis section. Daily reporting, data analysis, audience analysis, and material volume analysis are all carried out in this module.

Assets: Assets are what an ad account owns, such as creatives, landing pages, audience packages, etc., all of which belong to the asset section;

Tools: Related tools configured to better serve advertising, such as automatic bidding, delivery manager, micro-movies, Feiyu CRM, Xiao6 customer service, etc.

Finance: Account recharge, flow, grants, daily consumption, etc. can all be viewed here;

Academy: Juleliang Academy, daily product updates, optimizer self-learning and improvement, learn about the latest product dynamics of Toutiao, and check exams and certifications here.

The most commonly used modules are: promotion, reporting, assets, and tools.

The complete process of building an advertisement

If we need to build an advertisement, we need to do it in the "Promotion" module.

The Toutiao advertising system divides advertising into three parts: advertising groups, advertising plans, and advertising creatives.

The three belong to an inclusion relationship. Ad groups contain ad plans, and ad plans contain ad creatives.

Ad Group

To create an ad, you first need to create an ad group.

Toutiao ordinary bidding ads, ad groups, support promotion purposes:

Application promotion : promote APP and download software, usually with activation, registration, retention, etc. as assessment targets;

Sales lead collection: Collect leads, forms, and collection, usually with form volume, conversion cost, etc. as assessment targets;

Douyin account promotion : promote Douyin account to increase followers, live broadcast to attract traffic, etc.;

Store promotion : If you have offline stores and want to attract customers, increase exposure, and improve brand awareness;

E-commerce store promotion : Taobao and JD stores attract traffic to their stores through advertising;

Headline article promotion : Want to increase article exposure and promote article content.

Take the example of lead collection and build an ad.

1. First, select the advertising group, collect sales leads, name the advertising group "0913-1-###", confirm the advertising group budget (it can be set, but the minimum is 1,000 yuan), and click confirm to proceed to the next step.

Advertising plan tiers

2. Confirm the ad position: Default (on-site traffic), Pangolin (off-site traffic).

Usually we choose the site with relatively high-quality traffic.

Here are the features of each ad slot:

Traffic within the site

Toutiao: The user ratio of male to female is 55%:45%, covering all cities on the network, and mainly focusing on news and information content;

Xigua Video: Long videos, mainly used by middle-class users, with relatively high quality;

Douyin Volcano Edition: Mainly in third- and fourth-tier cities, with users’ original life videos;

Douyin: Young user group, with more females than males, mainly in first- and second-tier cities, with a strong presence in third- and fourth-tier cities;

Off-site traffic:

Pangolin advertising space: Please note that it is not an APP, it is a traffic alliance, similar to Baidu's Baidu Alliance. Through the advertising background of Toutiao, we can not only put advertisements on the in-site platform, but also on the off-site platform, such as Moji Weather, Perpetual Calendar, Mobike and other APPs.

3. Confirm the delivery goals: conversion, click, and impression.

Conversion: opcm, cpa, click: cpc, display: cpm.

Lead collection, collection form, select conversion as the conversion goal.

4. Confirm the promotion page.

5. Advertising targeting: advertising area, gender, age, and interest targeting.

6. Confirm the delivery mode: regular delivery (manual bidding), large-volume delivery (automatic bidding)

7. Confirm the planned budget and bid.

Plan your budget, usually set at 10 times or more of your bid.

Confirm payment mode: ocpm, cpa

The bid should be set reasonably according to the bid range acceptable to the industry and customers.

8. Confirm the delivery date and time period.

Advertisement plan name: "0913-1-delivery area-advertisement slot-material style-##"

9. Click "Save and create new creative"

Enter the creative level

10. Select ad positions: prioritize ad positions, select ad positions by media, and specify positions by scene.

Preferred ad slots: All ad slots are selected by default, and the system automatically allocates traffic. It is recommended to choose carefully;

By media ad slot: specify ad slots for delivery, such as Toutiao APP;

Customize location by scenario: The scenario here refers to the user usage scenario, such as information flow scenario and immersive scenario;

You can choose the corresponding ad space based on the actual business and product characteristics.

11. Writing creativity: upload pictures and write titles.

There are two types of creative styles.

One is custom creative and the other is programmatic creative.

Custom creative: a specific picture can only correspond to one specific title;

Programmatic creativity: one picture can correspond to multiple titles, and the system automatically combines them to test the delivery effect.

12. Write the advertising source, select the creative category and creative tag.

13. Click "Modify and Close"

Ad creation complete.

After creating an advertisement, the system will automatically return to the promotion-advertising plan level. At this time, we will see the advertising plan that has been created, and the system will turn it on by default.

It is recommended to close it with one click. This is a matter of habit, which can effectively reduce your chances of making mistakes.

When placing advertisements, any operational error may directly lead to financial losses, so it is best to close the advertisements after they are created.

Afterwards, the created advertising plan will be under review. Advertisements enter the review system based on the submission time and are assigned to reviewers in chronological order.

(Advertising review cannot be rushed. If it has not been reviewed for a long time, it is recommended to create a new one. It may be missed in the review. Usually the review is completed within 4 hours)

There are two possible outcomes of the audit.

The first is that if the review is passed, the delivery information will be confirmed with the customer again. If the customer confirms that it is correct, the delivery can be started;

The second is that if the review fails, the creative material will be modified based on the review feedback, triggering a re-review. After the review is passed, the first process will be followed.

A few points to note:

Generally speaking, after an ad is approved, if the client wants to see the actual appearance of the ad, they can use the preview function of Toutiao backend to directly insert the ad content into the corresponding media APP for the advertiser to view.

If the advertising plan is accidentally deleted, it cannot be restored;

Whether an account can run volume is determined by the minimum value of the account balance, daily budget, advertising plan budget, and group budget.

like;

For important daily matters, it is recommended to communicate in the group. First, it is convenient for both parties to synchronize messages, and second, it is to avoid risks.

Author: 20-year-old youth

Source: 20-year-old youth (ab20sui)