Whether it is operated by Party A or Party B, in daily account operations, the following problems will be encountered more or less:

The ad has no impressions, or the impressions are too low, so the ad cannot be shown.

The advertising targeting is not accurate and the appropriate users are not found;

Advertising costs are too high and companies cannot afford such high costs;

The landing page design is poor and the conversion rate is too high.

The above problems are extremely common in Toutiao information flow advertising , and even more so for our third-party operations. Each optimizer may have 10 to 20 accounts, and different customers will ask the same questions every day. To be honest, sometimes it’s quite annoying to explain too much.

Therefore, I often write some summary things. For example, I am used to editing WeChat notes. When someone asks me a question, I will just give it to him; when I need some industry materials, I will just send a document.

So for Toutiao information flow, when various problems arise in our account, how should we optimize advertising? Today I will explain it from the following three parts.

1. Account establishment process

How to build an advertising structure reasonably?

Anyone who has ever made headlines knows this. Toutiao information flow advertising is mainly composed of three parts, including advertising groups, advertising plans, and advertising creativity , and the three are inclusive .

To create an ad, first:

① Create an ad group

The purpose of creating an ad group is mainly to clarify the promotion needs and what content we want to deliver. For example, if we want to collect user mobile phone numbers, we choose sales lead collection; if we want to promote a Douyin account, we choose Douyin account promotion.

② Create an advertising plan

Creating an advertising plan mainly involves determining the advertising delivery pages, user targeting, budget bidding, etc.

For example, if you want to advertise on the official website, then put the official website link.

User targeting is generally determined by the product that the client launches. For example, if I am a client doing higher education, I will target more at the age group of 20-30 years old who have the need for higher education.

Then, set your advertising budget and bid.

③ Advertising creativity

After setting up the advertising plan, we will proceed to the next step, the advertising creative page. This level mainly involves selecting ad slots, uploading materials, titles and ad tags.

After these three steps are set up, a complete advertising building process is completed.

Next, wait for the headline advertisement to be reviewed. Once it is reviewed and passed, you can start running it.

(Note: Headline ads are manually reviewed . They are entered into the review system according to the time of submission and reviewed in turn in the order of priority. They cannot be reviewed on an urgent basis.)

A little suggestion, for the second-party operation, we usually close the advertisement first after setting it up, and then start the delivery after it is reviewed and checked to prevent setting errors, especially the delivery area and bid, which must not be wrong.

Above, we have a basic understanding of advertising construction.

Different operations have different account building habits.

Some people like one ad group + multiple ad plans + multiple ad creatives;

Some people like one ad group + one ad plan + multiple ad creatives;

Some people like an advertising group + an advertising plan + an advertising creative;

…

Which of the above building habits is better? There is no standard answer.

We generally recommend not to build too many advertising plans under one advertising group (I usually stick to five or less), and not to build too many advertising creatives under one advertising plan (after all, testing materials costs money).

As for how to build it specifically, you can build it independently according to the basic attributes and selling points of the products being sold; the styles of the materials being sold, such as pictures and videos; the areas being sold, such as local and national; and the advertising placements such as headlines and watermelons.

Regarding the naming of ad groups/ad plans , it is recommended to name them in detail, mainly to make it easier for us to quickly check what content my ad is delivering.

According to my personal habits, I usually do: delivery content - delivery time - sequence number - delivery area - ...

For example: Correction valuation-0223-1-landing page 0221-

2. Account Optimization

After talking about account setting up, let’s move on to the next step, account optimization.

Let me first talk about an advertising funnel model:

Ad display - Ad click - Page visit - User conversion - Customer/sales consultation - Convert to customer

Advertisement display: Advertisements are displayed on the user’s mobile app;

Ad click: The user views the creative content of the ad, finds it attractive, is interested in the ad, and chooses to click on the ad;

Page visit: Users click on the ad creative to enter the landing page and browse the promotional content and activities;

User conversion: If the customer thinks that he has no demand or need, he will return and exit. If the user thinks there is a demand and the activity is attractive, he/she will fill in the form and leave information;

User return visit: Advertiser customer service will return the customer's inquiry by phone or WeChat according to the customer's information, and communicate in further details;

User conversion: users are interested in the product, successfully pay for it, obtain services, reach corresponding cooperation, and become customers;

The above is a complete advertising conversion path. For advertising optimization, we also make corresponding advertising adjustments based on the above advertising links.

Let’s talk about the advertising delivery path:

1. Advertising display

What are the factors that influence ad impressions? This is what we often say, what if the advertisement cannot be spread?

The main factors affecting ad display volume are bidding, budget, targeting, overall traffic, and material conditions.

Bid: The ad is too low, the bidding power of the ad plan is too weak, and it cannot even pass the bidding threshold, so it is difficult to be displayed;

Budget: If the budget is too low, the system will think that the ad has no value, so the ad system will not send volume;

(It is generally recommended to set the budget to more than 10 times the bid)

The account running volume is determined by the minimum value of the advertising plan, daily budget, and advertising group budget;

Targeting: The smaller the delivery area, the weaker the competitiveness and the harder it is to obtain traffic. When creating a new plan, it is recommended not to set the targeting too narrowly. If the targeting is too precise, it is easy to cause the advertisement to fail to run;

Overall traffic: Overall traffic is an objective factor. For example, during e-commerce festivals, such as Double Eleven, brand customers buy traffic, resulting in insufficient bidding traffic. In this case, you can’t spend money even if you want to. Or the competition pressure from peers is too great and the ability of advertising to obtain traffic is weak, resulting in low ad impressions.

For example, for the same content, the conversion cost in Shenzhen is 300, while in Huizhou, the conversion cost is 100. This is caused by the different competitive environment among peers and the different market traffic.

Materials: Advertising materials have a natural decay period. After the materials have been running for a long time, the system will detect it. For the same material, the system will have a filtering mechanism, and the traffic acquisition will continue to weaken. At this time, you may need to create a new advertising plan appropriately.

Another thing is that the clicks on the material will also affect the display volume. If your advertising idea is high-quality and has a high click-through rate, the system will determine that the advertising idea is good and will continue to release traffic to the ad to increase its display volume.

2. Ad clicks

Ad clicks, which we usually call click-through rate, measure whether your creative idea is attractive and whether users are willing to click on it.

The click-through rate is mainly determined by the material and title content.

It may also be due to inaccurate user targeting, which results in users who see the ad not being interested in the ad and not clicking on it.

When we talk about click-through rate and conversion rate, we are talking about it on the basis of a certain scale of advertising. If your ads are not even displayed, it is meaningless to talk about click-through rate/conversion rate, and the conclusion drawn will be inaccurate.

3. Page visit-conversion rate

Users enter the landing page through advertising creativity, so do they ultimately fill in information and generate conversions?

Ad conversion rate = number of ad conversions / number of ad creative clicks

There are two main factors that affect conversion rate:

① Page content

The relevance of the ad from the creative to the landing page; the intensity of the campaign; the overall page design, the location of the marketing team, etc. will all affect the conversion rate of the page;

② Page loading speed

In fact, we usually have such browsing habits. If a web page is not opened within a few seconds, we will choose to close it. The same is true for landing page browsing. There will be many users who click on the ad and exit before the landing page pops up.

Therefore, we generally recommend that the landing page of information flow ads should not be too long and that a single image should not be too large, as this will affect the page loading speed, lead to invalid clicks, and reduce page conversion rates.

4. Customer follow-up

This aspect is generally the work of Party A's customer service/sales .

The advertising front end is responsible for bringing in leads, while the advertising back end is responsible for following up on the leads to achieve transactions.

Factors that influence whether a deal is finally closed include: brand awareness of the customer, product discounts, sales pitch, user accuracy, etc.

For user follow-up, we generally recommend that customers use Toutiao’s Feiyu CRM system , which allows them to make free online calls and record call recordings. For leads that meet the refund conditions, you can also get a free refund.

There is actually another important function in the Feiyu CRM system, but it is rarely used by most customers.

Data feedback function of Feiyu CRM system:

When user form information enters the Feiyu system, there will definitely be a part of them that are target customers and a part that are invalid customers. We can mark these valid customers in the Feiyu system, and the advertising system will in turn influence the advertising delivery based on the user's notes, thereby exploring more target and accurate customers.

3. Daily account adjustments

Because the data situation of information flow advertising is changing every moment, we may need to follow up and adjust each advertising plan in a timely manner to increase advertising display volume, improve conversion rate and reduce costs.

1. About data analysis

For most client parties, cost fluctuations are quite stressful. If the advertising costs suddenly increase one day, they don’t know what to do, or they simply shut down the plan. In many cases, some volume plans fail like this.

For those who have been in operations for a few years, they all know that advertising fluctuations are normal.

When we look at data, we usually pull advertising data from the past 5 or 7 days to see how each advertising plan performs under the overall delivery situation.

For example, for a certain advertising plan, the conversion cost is high today, but in the past five days, its average conversion cost is within the customer's assessment range. We believe that this advertisement is valuable and worth continuing to run.

If the cost today is too high, you can choose to adjust the delivery time period to control costs. For example, adjust the delivery to the evening, or do not deliver it today but deliver it tomorrow.

It is generally not recommended to close the plan directly.

For all advertising plans in the account, you can also check the advertising delivery status in the past 5 days and 7 days, close high-cost plans, keep low-cost plans, and reduce the overall account cost.

What is another situation? The conversion cost of a certain plan is stable, but the click-through rate is lower than the average click-through rate of the account. For this kind of plan, do we need to modify the creative ideas to increase the click-through rate?

In this case, we generally recommend not to take any action and just let it continue to deliver.

Take the most common ocpm bidding plan as an example.

According to the ecpm calculation formula of ocpm:

Ecpm = target conversion bid * estimated click rate * estimated conversion rate * 1000

Three factors that influence whether an ad can win the auction. If the advertisement can run normally and the conversion cost is stable, even if the click-through rate is low, it means that the advertisement has an advantage in conversion rate or bidding. So it is recommended not to move.

2. Account testing

For those who have just taken over a new account, it is inevitable to test the account.

What to test? Test conversion cost range, test ad placement, test user targeting, and test ad creative style.

The most important thing is to test the conversion cost, because when we just launch an account, we are not clear about the account cost range, so testing is needed at this time.

How to test it.

If the customer has determined the advertising space, we will put it on the headlines. The materials are ready, now it’s time to build the ad.

Generally, we will build about 3 advertising plans and make bids in a gradient manner based on the customer's demand.

Start low and test your bids gradually.

For example, the first ad is planned to bid 20, the second is planned to bid 30, and the third is planned to bid 40.

Start delivering at the same time and see how their respective sales volumes perform.

If a bid of 20 can generate volume and conversions, and the advertising plan runs quickly, it means that a bid of 20 is competitive. At this time, we will look at the actual conversion situation and the conversion cost. If the cost is acceptable, we can lower the bid appropriately, such as to 15, and then observe the planned delivery situation to optimize the conversion cost.

If there is no volume at bids of 20, 30, or 40, we need to increase the bid in the same way as above until the ad starts to gain volume and has conversions.

As far as advertising is concerned, we usually divide it into two periods: Testing period: During the testing period, we mainly test the advertising position, cost range, material style, etc.;

Optimization period: optimize advertising, optimize costs, improve form efficiency, improve user quality, etc.

The above is my sharing, I hope it will be helpful to you.

If you need to place an advertisement on Toutiao , please contact Qinggua Media

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