How to choose a promotion platform? Summary of 7 information flow problems

Let’s take a look and see if you have ever encountered any of the following situations?

Q1. How does Baidu's information flow advertising dig out and determine the targeted keywords with high volume? For example, the traffic words searched from the keyword expansion tool are often not consumed?

Do Baidu information flow promotion, discover targeted keywords with good coverage, mainly product words and industry words, and refer to the effective words or core words promoted by peers when placing search ads;

The reason why consumption is not high is essentially insufficient display. The key to solving the consumption problem is to check the factors that affect display, such as budget, bid, delivery period, etc. If there is no problem with other factors affecting display, and the word still displays poorly and consumption is not satisfactory, then the quality of the word may not be suitable for information flow promotion.

In addition, one thing that needs to be noted is that even though the keyword targeting of Baidu's information flow ads is mainly based on the user's historical search behavior for targeted coverage, the essence of information flow ads is ads looking for people. Users see information flow ads not because of their current search, but because they are recommended and displayed by the platform.

Therefore, you can refer to Baidu search terms as targeted keywords for information flow ads, but it is not recommended to completely apply the search bidding keyword expansion routine. The Iqi keyword expansion tool is developed to adapt to search bidding ads. If you want to use it directly for information flow advertising keyword expansion, you need an operations optimizer to effectively screen and use it.

Attached is the latest version of Aiqi SEM keyword expansion tool: 2020.04

Q2. I don’t know how to choose a promotion platform . I want to promote mechanical equipment and promote a male platform. Is the search term targeting of Baidu information flow more accurate and effective than the tag targeting of other platforms?

1. The ratio of male to female users on mainstream platforms is basically the same as the national male to female ratio, so mainstream platforms can be chosen in terms of user gender and age group. If the target audience has gender screening needs, it is recommended to guide the target audience's gender in the creative to encourage the target audience to click on the advertisement.

2. The keyword targeting of Baidu's information flow is mainly based on users' historical search data, while the keyword targeting of content platforms such as Toutiao is mainly based on user behavior tags. The difference in data types affects the optimization focus of the two types of platforms. Baidu focuses on word optimization and creative optimization, while Toutiao focuses on intelligent mode and creative optimization. These two categories only have different characteristics, and there is no difference in the effect of one being better or worse. If you do the optimization carefully, you can get good results.

In summary, for the promotion of mechanical equipment products, Baidu or Toutiao can be chosen. If the budget is limited, you can give priority to Baidu resources.

Q3. Is there any case of inflated traffic on Toutiao? Can I complain if it happens? It is very difficult to increase the volume of paid feedback for novels recently. After a sudden surge in volume, I was afraid that the consumption would be too high and the time period would be blocked, so there would be no consumption. There are more than 500 WeChat copies in the background data, but only one follower.

Every platform, every industry and every period may have times when performance is not good. The key lies in how to optimize and improve it. If consumption increases sharply, there may be many reasons. Analyze the reasons for the data changes and try different ways to regulate them. If the data cannot be controlled and declines across the board, it is recommended to consider new creativity.

In addition, the data may be delayed. Worrying about fake traffic on the platform will not reduce advertising costs. Fighting against the platform is useless. It is more practical to follow the platform's mechanism and optimize your own advertising.

Q4. When promoting emotional products on information flow platforms, is it only suitable to increase fans and convert them into fans?

Using adding fans for emotional promotion is just the norm in the industry, but there is no need to be rigid in your thinking. As long as the conversion process is smooth, all kinds of methods can be used. The key is the conversion effect. Any method is just a way to attract customers, as long as it is comfortable and effective. Any platform with volume is likely to have a target audience, and a platform with an audience has the potential to produce results.

Q5. If different materials are used for delivery, such as large pictures, videos, photo sets, small pictures, and other conditions are the same (such as region, time period, and crowd), do I need to create several identical plans and only modify the delivery format? Or do I only need to add these forms of creativity under one plan?

Creative ideas that are identical except for the different creative content can be placed under one advertising plan. However, if you want to refine your operations, such as effectively controlling the bids for different types of creatives, or facilitating the analysis of data for various types of creatives, you can place them separately. It is recommended to differentiate the types of resources when building advertising plans, because different resources have slightly different data in the market (see the attached picture for Tencent market data), and it is easier to control operations based on different resources.

Q6. I would like to ask which platforms are suitable for launching dating apps nowadays. Can you give me an approximate cost?

You can try any platform that can pass the review and be placed. The characteristics of the audiences on different platforms are different, so the placement effect needs to be optimized in a targeted manner. Regarding cost data, Aiqi Knowledge Planet has relevant data for reference. Here is some data on dating, as shown below:

Q7. Do platforms such as Tencent, Baidu, Alibaba, Toutiao, etc. support mobile phone MAC address targeting?

This can be done by checking whether the platform DMP crowd package targeting function supports mac data targeting. Toutiao and Tencent support it, but Baidu may not support it for the time being.

As shown below: Create a new DMP crowd package page in the background of Toutiao account. Operation location: Toutiao AD background → Assets → Custom crowd package (Big Engine Cloud Map) → Upload crowd, support MAC data packets.

As shown below, the DMP function interface of Tencent social advertising account background, operation location: Tencent social advertising → toolbox → DMP data management platform - my crowd - create crowd, support MAC data package

As shown in the figure below , the DMP function interface of the Baidu information flow account background, the operation location: Asset Center-Custom Crowd Management-Create a New Custom Crowd, MAC data packets are not supported yet.

The above are some of the problems encountered in the actual arrangement of information flow delivery .

Author: Aichi

Source: Aichisem