The running volume of information flow accounts is what the second-tier e-commerce players care about most. An account with no exposure and no display is equivalent to "losing" at the very start! Experienced merchants have also come this far through trial and error, and learning from each other’s good experiences is a good solution.

I have summarized my own experience in second-tier e-commerce and the experience of my peers, and compiled these 9 tips for optimizing information flow accounts . I hope they will be of some inspiration and help to you.

1. Budget

The account budget determines the overall traffic. It is recommended to set the maximum budget about 10% higher than the original plan. The group budget determines the traffic allocation of the advertising group. It is recommended not to set it. The planned budget determines the planned traffic allocation and directly affects the size of the traffic within the model. It is recommended to set a maximum budget.

You can also operate manually without setting a budget, keep a close eye on the account in real time, check it every half an hour, and add more if the budget is not enough. If the budget runs too fast, adjust the time period. Make adjustments based on your budget, and don't pause your plans or ideas.

2. Delivery method

When starting a new plan, you must accelerate the sales volume first. When the planned cost is relatively high, you can choose to balance the delivery or prioritize low cost.

3. Delivery time

It is recommended to launch a new plan at all times in the early stage to facilitate the system to collect traffic data for the whole day. If you have a small budget in your account and cannot run all day, you can choose to prioritize low costs. If you find that there are no conversions during certain periods of the day, don't rush to adjust. If the overall cost is appropriate, continue to maintain it without making any adjustments.

Please note that you must not divide the whole day into several time periods and stop the plan before it starts, as it will have a great impact on the system's data collection.

4. Targeted delivery

Targeted investment should be large at first and then small. It is recommended to start with general investment and then reduce targeted investment in the later stage. You can turn on automatic expansion. Some platforms have intelligent optimization, which you can try in the initial stage. If it works, use it, otherwise turn it off.

After the optimization has produced results, optimize interests or behaviors and start setting secondary targeting.

5. Placement

There are generally two types of placements: hand-selected placements and priority versions. The situations of both are shown in the figure.

Most information flow optimizers should choose manual selection of placements, but if you want to increase the volume, you can try to optimize the traffic.

6. Bidding method

The bidding method is what everyone is generally concerned about. The traffic distribution of each method is as follows:

CPM>CPC>OCPM>OCPC>CPA

Test out the best bidding method for your account, focus on it, and use other bidding methods as auxiliary.

7. Bid high or low

When you get a new account, it is recommended to bid higher - 10-20% higher than the target cost, and start with volume

After starting to bid, bid normally - find the benchmark plan (benchmark plan/benchmark data, which is the plan with the best data in the account). The bid difference between plans with the same bidding method in the account should not exceed 5%. In addition, the bids for the same bidding method in one account should not differ too much.

8. Creativity

It will be explained from four dimensions: creative style, creative form, creative freshness and creative label.

Creative styles are divided into: small pictures, photo sets, large pictures, and videos. Baidu optimizers can organize the creative styles into a table, sort them in descending order, and promote the style that brings the most conversions.

Creative forms are divided into: custom creativity and programmatic creativity.

Creative freshness: that is, the frequency of material updates, is the most important factor.

Creative tags: industry tags, crowd tags, hot tags, etc.

9. Ad click-through rate

The higher the click-through rate of information flow ads, the better it is not. Ultimately, it all depends on conversion. Having said that, click-through rate is still quite important. If the effect is poor, you need to optimize the click-through rate. Generally, the title is more important than the picture, so you should spend more time thinking about the title, especially on the registration-focused page. The title must guide registration and add relevant words; the picture must be high-definition and impressive.

Author: Mai Ge talks about e-commerce

Source: Mai Ge talks about e-commerce