How to place 360 ​​information flow ads?

Compared with Toutiao ads, Baidu information flow and Guangdiantong ads, 360 information flow ads have a slightly lower market share, but it is undeniable that the effect this channel brings to certain industries is indeed very ideal. Which industries are they specifically? Let me tell you slowly.

Today, we will take the 360 ​​information flow channel as an example and explain its delivery techniques from three aspects: channel characteristics, operational matters and common problems.

360 Information Flow Channel Features

360 information flow advertising realizes the coordinated development of information flow advertising on PC and mobile terminals, and perfect integration with tool products. It has three major advantages: massive cross-end resources, world-leading personalized redirection technology, and functional and sophisticated delivery models.

1. Advertising platforms: 360 Browser, Security Guard, etc.

2. Advantages: Large PC traffic, high coverage, based on 360 search, can be placed according to keywords

3. Disadvantages: Multiple and diverse cooperative media, poor traffic quality, and high testing costs

4. Advertising suggestions: web games, medical care, products and other large audience industries

5. Advertising style:

Single image/animated image style, reference CTR: 0.8%-2%

Large image style, reference CTR: 1%-2.5%

Multiple image styles, reference CTR: 1.2%-2.2%

Video style, reference CTR: 1.7%-2.6%

Three-image style, reference CTR: 1%-2%

• Display location: 360 Navigation, 360 Browser, Quick Video, 360 Entertainment, Today's Hot Topics and cooperative media, etc.

• Position: PC information flow > scene window advertising > PC standard display advertising > premium product advertising

8. Targeting: DPM crowd package targeting, full network intelligent targeting, designated media package, designated advertising space

360 Information Flow Operation Matters

1. Delivery strategy:

01. Small budget: Use DPM audience package - precise keyword audience delivery

02. Big budget: intelligent targeting across the entire network, choose media packages, industry packages, data markets and other broadly targeted intelligent delivery

03. Give priority to large-size creative images for better results

2. Notes:

01. 360 information flow delivery is very dependent on the previous results. The conversion cost of the first 1-5 is 1.5-2 times higher. It is recommended to pause directly and retest

02. 360 information flow is particularly prone to explosive growth. It is best to set a planned budget in the early stage to prevent consumption delays and dry consumption without conversion.

360 Information Flow Account Construction

360's bidding promotion and information flow promotion are on the same platform. After we log in to the account and enter the background, click "Display Ads" and select "Delivery Management", and then start building the plan.

1. Set up a promotion plan

The first step in creating a new plan is to determine the account name, budget and promotion time.

01. Project Name

Generally speaking, promotion plans are divided into: information streaming media, products, and target audiences.

02. Select plan type

Most of them are information flow promotions, so you can directly choose PC information flow ads.

If you are using other promotion types, you can choose according to the situation.

03. Budget

Budget It should be emphasized here that in principle, do not choose "unlimited budget". You should set a budget value based on your own acceptable range, and the actual consumption may exceed the set budget value.

04. Promotion period

In order to achieve better promotion effects and spend the advertising budget more reasonably, we need to follow the active time of potential customers and formulate a delivery time strategy to avoid unnecessary waste while maximizing the coverage of potential customers.

2. Set up promotion units

After setting the above information, we can click Continue to the next step to create a new promotion group.

01. Promotion Group Name

Like units and plans, the importance of naming them is self-evident.

It is recommended that the promotion group be named according to the media, target audience or activity content to facilitate the adjustment of delivery and report viewing.

02. Crowd targeting

When choosing the targeting method, you can set the targeting by population, gender, age, etc.

03. Media Targeting

Media targeting is actually about setting where users can see my ads. We can choose unlimited, or we can choose industry packages based on user familiarity.

04. Bid

Choosing a bidding mode and setting a reasonable bid are the prerequisites for achieving good results.

3. Set up promotion ideas

Creativity is our last step. After selecting the creative type and completing the creative settings, you can submit it for review.

We will not go into further detail about creativity. Please fill in the form according to the above information.

360 advertising, contact Qinggua Media official

Related reading:

360 information flow advertising operation manual!

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