This article teaches you how to use ByteDance search ads!

Starting from exploring search technology in 2016, Toutiao then built-in search engine and announced its active search layout for the first time in August 2019. On August 10 of the same year, Toutiao Search was officially launched. Then there was the newly added search bidding advertising business in September this year, and recently ByteDance integrated product lines such as Toutiao, Douyin, and Xigua, and launched search advertising in full. From this series of actions, it can be seen that ByteDance is constantly developing its search business.

For us bidders, although we don’t need to think too much about the battle between ByteDance and Baidu, when faced with an emerging search promotion channel, we must understand it.

1. Characteristics of Toutiao search channel

1. Positioning

Through commercial keyword matching and positioning technology, Toutiao Search displays advertising information to users who express commercial needs.

2. Payment method

cpc, ocpc, ocpm (ocpm is recommended).

3. Creative Type

01. Graphics and text creativity: large pictures, small pictures, group pictures, sub-link styles;

02. Video creativity: horizontal video, vertical video;

03. Tik Tok first download card: no configuration required, it will be automatically generated after winning the bid under Tik Tok brand word traffic;

04. Currently, Toutiao search ads support text and image materials + video materials; Douyin search ads only support video materials.

4. Toutiao search advertising delivery logic

01. User initiates search request - traffic reaches

02. Ad relevance-words and creativity

Factors that affect the relevance of headline search ads: title, summary, and ad source.

03. ECPM = conversion bid * CTR * CVR * 1000

The better the CTR*CVR performance, the higher the display position.

04. Advertisement wins and is displayed in the ad space

On Toutiao, there are a maximum of 4 advertisements for every 10 pieces of content; on Douyin, there are 1-10 advertisements.

5. Toutiao search advertising account structure

Advertising account - Advertising group - Plan - Keywords + creatives.

The number of ad groups in an account is less than 500;

The number of plans in one ad group is ≤ 500;

The number of new plans created per day for all accounts is ≤ 500;

The number of keywords in a plan is ≤ 1000;

The number of custom creatives in a plan is ≤ 10.

6. How to place Toutiao search ads

01. Toutiao search independent account delivery;

02. Create a new delivery group for the information flow account (only when creating a new advertising group, the operation is different from searching for independent account delivery, and the subsequent advertising creation process is the same).

2. Key points for setting up a Toutiao search account

1. Planning

01. Build at least 6 plans, which can be divided according to business characteristics;

02. Select OCPM as the billing method;

03. Don’t set too many targeting settings;

04. Enable Smart Traffic Selection;

05. Manual bidding/prioritize volume;

06. The bid should be slightly higher than the assessment bid (1.2 to 1.5 times is recommended).

2. Keywords

01. 100 keywords per plan;

02. Short words + broad matching have the highest volume;

03. Give priority to using keywords recommended by the system.

3. Creativity

01. It is recommended to select custom creative;

02. Each plan should have at least 3 creative ideas, including video, graphic and text materials, and then be optimized later;

03. Improve CTR & relevance: wildcards, title and text summary recommendation tools, and relevance detection tools.

3. Practical operation of setting up Toutiao search account

1. Create an ad group

01. Promote > Ad Group > Click "New Group".

02. Select the promotion purpose. The following three promotion purposes are supported:

App download: Improve app download, installation, activation, and payment. Suitable for advertisers who need to download mobile client apps. Supports two download methods: "landing page" and "download link".

Sales lead collection: Increase the amount of sales leads obtained. Suitable for advertisers who want to guide online conversions or lead collection through landing pages.

Product promotion:

03. Select the ad group type - Search Ads (you can skip this step if you are searching for an independent account).

04. Set the ad group budget and name.

2. Create an advertising plan

After the ad group settings are completed, click Next to create the ad plan;

01. Scope of delivery:

The Search Ads scope is selected by default and does not need to be edited.

02. Delivery Target

Conversion volume: Deliver search ads to users with a high conversion intent (recommended).

Clicks: Deliver ads to users who are likely to click.

After selecting the target for Toutiao search advertising, the system will display the advertisement to users who are most likely to perform the target behavior.

03. Smart traffic selection

Smart traffic is a way to expand traffic under the oCPM/oCPC model. It automatically helps plans to expand traffic and gets rid of the trouble of buying words (CPC delivery does not support smart traffic).

04. User targeting

Search ads use search terms as a strong representation of real-time user needs. It is only recommended that advertisers with strong targeted needs for promotional businesses, such as advertisers with strong geographical restrictions, set the delivery region. Other advertisers are not recommended to set too many user targeting.

05. Bidding method: Manual bidding is recommended.

06. Delivery method: It is recommended to use the priority running volume.

07. Set budget and bid

If the delivery target is conversion volume, the payment method is oCPC or oCPM. oCPM is recommended.

If the delivery target is click volume, the payment method is CPC.

08. Set the plan name

3. Create keywords

After completing the search advertising plan settings, click "Save and create new keywords" to enter the keyword creation page.

01. Create keywords

Keyword creation supports four methods: intelligent recommendation, manual addition, system recommended word package, and local upload of keywords.

02. Choose a matching method

Search ads support three matching methods: exact match, phrase match, and broad match. Phrase + broad match is recommended to cover more traffic.

03. Set your bid

It is only set when the delivery target is click volume, that is, the payment method is CPC; for plans with oCPC and oCPM payment methods, the planned bid is used as the advertising bid, and there is no need to set keyword bids.

4. Create new ideas

After setting up the keywords for Toutiao search promotion, click "Save and create new creative" to enter the creative creation page.

It is recommended to configure 3 creatives, 2 video materials and 1 graphic material for each plan, and targeted optimization can be carried out later based on the delivery effect.

01. Creative Type

Supports large pictures, small pictures, picture groups, horizontal videos and vertical video creative content.

Tik Tok only supports video materials.

Toutiao supports video materials + graphic materials.

Graphics, texts, and videos that are directly reused in information flow are more likely to increase in volume.

02. Creative content and title

Creative content and headlines are created in the same way as information flow.

Toutiao search ads add keyword wildcards based on the original dynamic word package in the information flow.

03. Creative Brief

Add a creative summary to get higher click-through rate.

Text summary: present more descriptive marketing information.

Tag summary: present more structured marketing benefit points.

The summary is only displayed on the headlines.

04. Advanced Creativity

Add creative sub-links to get higher click-through rate.

New sub-chain: Create a new sub-chain and automatically bind the idea.

Select Existing: Select a subchain from the subchain library. The subchain is only displayed on the headlines.

Author: SEM Thinking

Source: SEM Thinking (sem_sw)