Advanced Information Stream Advertising Account Optimization

The first step in building an information flow advertising account is to design and build the account structure. A good account structure can better assist you in detecting data and optimizing conversions, so it is very important to build a reasonable account structure.

However, building a reasonable account structure is not an easy task. Next, let’s talk about how to reasonably build the structure of an information flow advertising account.

1. Understand the basic structure of the account

First, let's understand what the basic structure of an account is like. Take the background of the Massive Engine account as an example. The entire account is divided into three levels: group level, plan level and creative level. Other platforms may have different names but there is no essential difference.

The account is as shown below:

It is not difficult to see that the account hierarchy is a top-down covering relationship. The basic relationship is shown in the figure below:

01 Group level

The group level is the largest unit in the account structure. It is the outline for determining promotion objectives and providing overall guidance for promotion. Generally, we use larger concepts to design and divide this level.

02 Planning Level

The planning level is the middle-level unit in the account structure. Generally, we refine the classification at this level to grasp the promotion direction more clearly and specifically.

03Creative Level

The specific execution level of advertising is the grassroots unit of promotion. This level is the specific design of advertising display facing users.

2. Understand the mechanism of information flow advertising

What is the mechanism for placing advertisements in information? initiative!

The push mechanism of information flow advertising is active, not passive! This is different from the keyword mechanism of search engine marketing.

His push logic is as follows:

1. First, customers use information flow terminal products to generate a large number of basic user groups. The media has traffic.

2. The media then pushes the information content to users who are using the information flow products. Push more relevant content based on user interests to build user stickiness. Cater to user preferences and guide user behavior.

Information flow ads are pushed to users under this mechanism. Let’s take a look at the complete process of information flow advertising.

It is not difficult to see from the figure that the entire delivery process actually involves account structure issues. Building a reasonable account structure is a basic step that must be taken seriously.

3. Understand your own characteristics and clarify the purpose of promotion

Consider the product attributes of your own industry; promotion purpose and demand; target customer group portrait and media platform characteristics and other conditions.

01 Understand your own situation

Understanding yourself includes understanding the situation of your company, your products, the industry you are in, etc.

The company's situation includes its own financial situation, advertising budget, promotion objectives, overall and interim goals to be achieved, etc.

Product status includes product attributes, product advantages, product disadvantages, product target audience, etc.

Industry conditions include industry conditions, competitor conditions, competitive product information, etc. Distill your own differentiated characteristics or advantages.

02Understand the status of media platforms

To promote, we must use the media platform, and it is very necessary to understand the relevant information of the media platform. The traffic situation of each media, the user population situation, the delivery details, the account application situation, etc.

03Understand your target audience

Based on your own situation, create a detailed portrait of your target audience. Look at their interests, time period, region, etc. Then make targeted promotion strategies based on the population situation.

4. Reasonable design of account structure

After completing the previous series of work, you will then need to design an account structure that suits you. There are many design ideas for account structure. Generally speaking, you should pay attention to the following issues.

1. Design direction of group-level dimensions

Taking all aspects into consideration, we can design the group level by considering the following dimensions. Advertising creative dimension, product attribute dimension, time and region dimension.

Material dimension division:

For example, they can be divided according to material attributes: large pictures, three pictures, videos and other elements.

Product attribute dimension division:

Product characteristics and product categories can be used for classification. For example, if you are in the English training industry, you can divide it into: Level 4 class, Level 6 class; Business English, Spoken English, etc.

Time and region dimensions:

For example, the specific region of application: Zhejiang Province and Shanxi Province; the specific time of application: 20190512, 20200128, etc.

2. Design direction of planning level dimension

The planning dimension involves the description of specific elements and is also an extension and supplement of the group-level dimension. The reasonable construction of the planning dimension is conducive to the development of promotion and the summarization of data.

3. Naming points

When designing plans and group names, include some specific information to facilitate later data analysis. Different information dimensions can be distinguished by connecting them with connectors. Naming principles: clear logic, clear distinction, and avoid duplication.

For example, the naming method is as follows:

(Device type + bidding method + targeting method + time)
Android 001-OCPM-Second Level Architect Training-20191106

5. Account Structure Example

Taking the English training industry as an example, we will simply build an account structure for your reference.

First, we make a simple classification of the types of English training industry according to certain dimensions, as shown in the figure:

According to this division method, we use three dimensions to make an example of account structure construction:

01Divide the structure by material dimension

02Divide the structure based on product attribute dimensions

03Dividing the structure by time and region

The above mainly provides an idea for building a reasonable account structure, and is not intended to limit the approach to the scope mentioned. Every industry and every organization has its own characteristics, size, and classification. A structural plan should be formulated based on its own attributes. In the actual delivery process, as long as the account structure design is reasonable and logical, more conducive to delivery optimization and data analysis, and easier to operate and test, it is a good structural system.

Author: SEM Thinking

Source: SEM Thinking (sem_sw)