Tips for optimizing Toutiao advertising accounts

In recent years, mobile apps have become more and more popular, and people are spending more and more time on them. How to better sell their products through these mobile apps is also a concern for many advertisers.

There are many mobile apps on the market today, which can be roughly divided into several factions. Among them, the factions with relatively large scale are as follows: Toutiao faction includes Toutiao, Douyin, Xigua, Douyin Volcano Edition, Tomato Novel, Dongchedi and other APPs; Tencent faction includes WeChat, QQ, Tencent News, Tencent Video, QQ Browser and other APPs; Ali faction includes Alibaba, Taobao, Tmall, UC, iQiyi and other APPs; there are also Kuaishou faction mainly with Kuaishou APP; Baidu faction mainly with mobile Baidu APP; of course there are other factions, which are not listed here one by one.

Among these factions, Tencent has the widest traffic coverage. As a national-level application, WeChat currently ranks first in daily active users among all domestic apps. Although QQ's daily active users are not as high as before, they are still not to be underestimated. Tencent News and Tencent Video are both first-tier mobile apps in their respective categories. Therefore, among all current factions, Tencent has the widest traffic coverage and the largest traffic. Many big brands also like to advertise with Tencent.

Among these factions, Toutiao has undoubtedly developed the best in recent years. Toutiao is the earliest APP in China to apply big data push. When we browse Toutiao APP, we will find that it always pushes content that we want to see. When we were placing advertisements, we also found that among all the current platform advertisements, Douyin’s push notifications were the most accurate. Today we will talk about how to optimize the account of Toutiao advertising.

Systematically build accounts

If you want to optimize your advertising account, you must first build the advertisements systematically. Toutiao currently has two advertising delivery backends, one is Bytedance Engine and the other is Bytedance Qianchuan. Juliang Qianchuan is an advertising platform mainly focusing on the e-commerce industry, which mainly includes two parts: live streaming and text/video sales. There are many industries involved in Bytedance. Basically, except for the e-commerce industry, all other industries are invested in Bytedance, such as education, home decoration, eyebrow tattoo, APP downloads, etc. Although the interfaces of the two platforms are different, the operating ideas are the same. Once you master one of them, the other one will not be a problem. We will use the Big Data Engine as an example to show you how to build an account systematically.

As shown in the figure below, the advertising account of Bytedance is divided into three levels: advertising group, plan, and creative.

Image source: Screenshot of the background of the massive engine advertising

The highest level is the ad group, followed by the campaign, and finally the creative. An ad group contains multiple plans, and a plan contains multiple creatives. The specific relationship is shown in the following figure:

The advantage of setting up an account with the system is that the performance of each material in the account can be reflected very intuitively through the account data. There are two commonly used construction methods.

1. Set up advertising accounts based on the material testing direction, and plan for testing directions such as audience targeting, landing pages, and audience packages. The specific construction procedure is as follows: place the same type of advertising materials in the same advertising group. The advertising group is generally named: date + product + material style. In this way, we only need to look at the data of the advertising group to know when the materials in this account started to be tested and which styles of materials perform better, which will make it easier to optimize the direction of the materials later.

The same materials are used in all plans in the same advertising group, and differentiated tests are performed in test directions such as audience targeting/landing page/audience package, etc. The plans are generally named as: date + product + material style + test direction (audience targeting/landing page/audience package, etc.).

In this way, by subsequently retrieving the planned data, you can know which combination of landing pages in the advertising account performs best, and whether the plan needs to set up audience targeting, which will facilitate subsequent accounts to gain volume and reduce costs. This construction method is very intuitive and energy-saving for viewing data. It is suitable for the initial testing of new products and can quickly test the best performing materials, landing pages, targeting, and copywriting combinations. If it is an old product with a certain testing foundation, it requires a more sophisticated account setup, so the second method would be more appropriate.

Second, use a single creative as an advertising group, and plan to build an advertising account based on test directions such as audience targeting, landing pages, and audience packages. This method of building seems to be similar to the first one, but in fact it has a different meaning for optimizing the cost of the account.

The second construction method is used when the best material direction has been tested. Once we determine that a certain style of material is more popular with users, it is no longer meaningful to test the direction of the material. We need to put more budget into testing which materials of the same type are more likely to get traffic and have lower costs. Therefore, the second construction method is based on the first construction method, which is a further optimization of the test material.

The advertising group name is generally: date + product + material name. The plan name is generally: date + product + material style + test direction (crowd targeting/landing page/crowd package, etc.). The naming methods are actually similar, mainly to better identify the test variables.

If you want to better optimize your advertising account, you must first set up the account systematically, but this is not enough. We must also make good use of the built-in functions of the advertising account to help us better optimize the account. Next, let’s talk about how to use the “report” function of the advertising account to optimize the account.

Make good use of the "report" function of the advertising account

After we log in to the massive engine, an interface like this will appear. Click "Report", as shown below

Image source: Screenshot of the background of the massive engine advertising

After entering the report, we can see the data of each dimension of the account, as shown in the following figure:

Image source: Screenshot of the background of the massive engine advertising

Here you can see the specific detailed data of accounts, ad groups, ad plans, ad creatives, creative materials, and keywords, which can help optimizers better optimize accounts. It is recommended that you use the creative material function more often, as shown in the figure below:

Image source: Screenshot of the background of the massive engine advertising

Creative materials can display the data of materials and copywriting very intuitively, which is clear at a glance and is simply a powerful tool for optimizing copywriting materials. Next, let’s talk about a very important function in the report: data insight, as shown in the following figure:

Image source: Screenshot of the background of the massive engine advertising

Data insights include audience analysis, population group analysis, video analysis, landing page analysis, live broadcast analysis, and enterprise account analysis. Among them, there are two more useful functions, one is audience analysis and the other is video analysis. As shown in the figure above, audience analysis can intuitively reflect the age, gender, region and mobile phone system of the account's audience. It can also check which age and region audiences convert better. With this data, we can better optimize our targeting.

Image source: Screenshot of the background of the massive engine advertising

As shown in the figure above, video analysis can intuitively reflect the detailed data of the video, including basic data such as number of impressions, click-through rate, conversion rate, and conversion cost, as well as more advanced data such as completion rate, audience analysis, and landing page analysis. Having these data can help us better optimize videos. If the videos are well optimized, the advertising costs will naturally be lower.

summary

In today's society, mobile apps are very popular and have attracted the attention of a large number of users. If businesses want more people to know about their products, mobile Internet advertising is a good way to spread the word. If you want your advertising to achieve good results, account optimization is the key. Here I share with you two tips for optimizing your account: systematically building an account and making good use of the “report” function of the advertising account.

The purpose of setting up accounts systematically is to save optimizers’ energy in optimizing accounts and to make the test data of the entire account clear at a glance. Making good use of the “report” function can make account optimization more targeted and save testing costs. If you have any useful tips, you can also share them with us. Finally, I wish you all a lot of orders every day.

Author: Silk Road Praise

Source: Silk Road Academy