Answers to 7 questions about Toutiao information flow delivery!

This article organizes and shares some of the problems encountered in recent advertising and the instructors’ answers for your reference.

Q1. An advertisement placed in the headlines information flow has more than 300,000 impressions, but the conversion rate and consumption are very poor and the cost is very high. What is the reason?

answer:

From the marketing conversion funnel analysis, from the display level to the conversion level, there is also a click level in the middle. If there is display but no conversion, the key issue to be investigated is the click level problem, which is divided into two aspects:

① If the click volume is low , the data shows that the display volume is normal, but the click volume and click-through rate are very low, which means that the outer layer creative needs to be optimized to increase users' interest in creative content. Only when users click on the ad can there be a possibility of further conversion;

② If the number of clicks is acceptable but there is still no conversion, the data shows that the display volume, click volume, and click-through rate are normal, but the conversion rate is extremely low. The core of the problem lies in the user's lack of intention for the creative plan. Two aspects need to be checked: whether the targeted coverage is consistent with the target user group of the creative plan, whether the creative plan effectively induces users to complete the conversion, and whether the product described in the creative content is unclear or not tempting enough for users.

In summary, the issues related to cost are basically related to the creative aspect. In the process of optimizing information flow advertising, the quality of the creative plan determines the quality of conversion. The creative plan must ensure that the promotion information is clear, marketable, and guide user conversion from the user's demand point.

Q2. This is the first time I’m doing information flow advertising for an e-commerce training course. I have no idea what to do for corporate advertising. Can you give me some advice?

answer:

To make a creative plan is to identify the target user group and design a complete creative plan from the perspective of promoting products that can meet user needs. According to your business analysis, target users: business owners/entrepreneurs, business selling point: increase sales through e-commerce. From the perspective of target user groups, it can be divided into two types:

1. Understand e-commerce, but fail to achieve results. Focus on professional presentation, such as student cases, how much money is spent to achieve what kind of running volume, and display more different types of products and data. Make professional endorsements through before-and-after comparisons to induce users to sign up.

2. You know nothing about e-commerce, but want to make money. The focus is on profitability. It is recommended to convey it in the most direct and colloquial way. What kind of profit can a seemingly ordinary product achieve through explosive orders from e-commerce platforms? For example, "recharge 5,000 and attract hundreds of thousands of people a day, and daily turnover of more than 100,000." If you want to make money like them, sign up for consultation immediately. One thing that needs to be noted is that profitability needs to take into account the issue of platform review, and try to show good financial prospects within the scope of the review.

In terms of inducement gimmicks, users can be induced to complete the registration by immediately receiving industry launch cases, targeted product/industry launch strategies, trial course qualifications, etc.

In terms of delivery strategy, you can initially run a measurement plan with a low budget and high bid, and then gradually adjust it based on the account conversion effect. Performance optimization is just a change of name but not substance. According to the marketing conversion funnel, analyze the data layer by layer to optimize account performance. The above ideas are shared for reference only.

Q3. Promotion of mobile phone cleaning application. The initial bid was 1.6-1.8. The account scale was relatively stable and the cost was around 1.8-2 yuan. In order to reduce costs in the later period, the account bid dropped to around 1.3, and the account scale has also dropped sharply in the past few days. Now we want to restore the volume, and the bid price has been adjusted to 1.5-1.8. The previous volume plan will be gradually increased in price, and the materials of the previous volume plan will be fine-tuned before a new plan is launched to match the high bid. In response to this cliff-like drop in volume, do you have any other suggestions for increasing volume?

answer:

The budget is the fuel tank and the bid is the accelerator. Controlling the budget and lowering the bid is like leaking oil and stepping on the brakes. It can only reduce the quantity but not the cost. To reduce costs, we must start with creative solutions:

① Optimize the outer layer creative and landing page to increase the effective click-through rate and conversion rate of advertisements;

② Close invalid and inefficient advertisements and invalid traffic channels;

③ Refer to high-quality advertisements to launch new ideas and strengthen the account’s ability to attract traffic.

For users whose impressions have dropped drastically, you can try to recover through callback operations. The impression volume may be able to increase again, but the recovery effect cannot be guaranteed. Therefore, it is recommended to refer to the original high-quality creative ideas and re-advertise with creative volume. New creative ideas have better traffic inclination than old ads.

Q4. The account performed well before, and the conversion cost was within a controllable range. However, the click-through rate has dropped suddenly in the past few days, and there are almost no conversions. What’s going on? Where should I start to solve the problem?

answer:

A comprehensive data analysis is needed. When the click-through rate drops, the following issues should be considered in conjunction with the amount of impressions and clicks:

If the impressions are down year-on-year, you need to consider optimizing and improving the impressions, such as adjusting the budget, bid, delivery mode, etc., so that the ad can regain sufficient volume, and then observe whether the conversion rate recovers;

If the display does not change much, and the click-through rate drops sharply, you need to optimize the ad from the creative aspect to increase users' interest in the ad content, such as adding dynamic creatives, replacing materials that users like, designing more attractive conversion gimmicks, etc.

If it is still difficult to recover after all operations, it may be due to creative decline. It is recommended to refer to the original high-quality advertisements for new creative replenishment. Another possibility is that the platform traffic fluctuates. You should respond according to your actual needs, or avoid it and cut the budget to reduce consumption and waste, or concentrate the budget on high-quality creatives to maintain the account effect.

Q5. When making a plan, is it better to prioritize resources or set up traffic channels separately?

answer:

Preferred means intelligent universal delivery, while customized channel means separate delivery to a certain channel.

Different channels have different characteristics. If the budget is sufficient, you can test each channel in the initial stage and make adjustments based on the conversion situation. For example, for cross-position delivery of Tencent social advertising, you can check the data by position, first run the volume and then screen the high-quality channels, then eliminate the low-quality channels and expand the delivery of high-quality channels.

If there is already historical data support, you can directly select high-quality traffic channels.

Q6. I’m working on Luban e-commerce and everyone is saying that video ads are good now. Do I still need to do picture ads?

answer:

Not just the e-commerce industry, current market data from information flow platforms shows that the conversion rates of video ads in basically all industries are slightly higher than those of graphic ads. Therefore, it is recommended that budget allocation be focused on video ads. If you have mature video production resources, you can try your best to leverage the advantages of video ads when placing ads. If the budget is sufficient and you want to expand other placements, you can allocate an appropriate amount of budget to large graphic ads. Of course, it doesn’t mean that running video ads will definitely be effective. The key is that the video content must be of high quality, consistent with the platform’s tone, meet user needs, and effectively stimulate user conversions.

Q7. When will the intelligent volume expansion of Bytedance be released for targeted use? How to release orientation?

answer:

If you choose to turn on smart release, when the plan accumulates to a certain conversion rate, the model will find people related to the plan who are easy to expose and convert. Smart release will automatically release the restrictions on interest classification and interest keyword labels to cover more target groups. The release action is all completed automatically by the background system, and there is no reminder on the front-end page.

Author: Aiqi SEM

Source: Aichi SEM (CMOcollege)