Optimization method for Toutiao information flow advertising

Toutiao advertising optimization (taking games as an example)

The optimization guidance for bidding ads will be divided into an introductory section and an advanced section. The former provides basic ad setting tips for game advertisers who are new to Toutiao, while the latter provides more optimization methods for advertisers who are evaluating the effectiveness of the ads.

1. Basic Advertising Settings (Beginner’s Guide)

1. Account Settings

The advertising group determines the optimization strategy, the advertising plan targets the audience range, and the advertising creativity matches the target traffic. Establishing a clear account structure can achieve twice the result with half the effort in subsequent plan management and effect comparison.

Account Settings

It is recommended that advertisers promote only one game product per account at a time (except for products targeting different groups of people); Suggestions on the structure of game advertiser accounts (1) by material style (2) by placement

2. Plan Settings

The planning settings that affect the running volume include: audience targeting, budget/bid setting, and delivery time/period. Toutiaomei's optimization suggestions for plan settings are as follows:

3. Creative settings

Creative Tags & Creative Optimization Setting creative tags helps to accurately identify the target audience, improve the accuracy of the estimated click-through rate of ads, and efficiently lock in the target audience. Tips: It is recommended to set it in combination with the hot attributes of the game product, and do not set niche tags. Interest keywords vs. creative tags: the former targets the target audience and the scale of delivery; the latter clarifies the advertising attributes and finds the people who are most interested in creativity among the people planned to be targeted. Checking the creative optimization option will help improve the display of the plan and help advertisers select creatives with high click-through rate/conversion rate in the same plan for delivery, thereby improving advertising competitiveness.

2. Advertising Optimization Methods (Advanced)

1. Preferred location

In terms of traffic development, there is no distinction between good and bad combinations of selected advertising positions. By cleverly combining various functions and using them at the same time, efficient conversions can be achieved while developing and increasing the volume of traffic.

2. Accurate traffic

Multi-dimensional targeting and locking in target users can improve results in two aspects: one is to find the right people (targeting), and the other is to guide conversion (materials). In addition to user basic attribute targeting, customized population package targeting, interest keyword package targeting, mobile phone brand targeting, and smart targeting are all the best partners for optimizing traffic.

Advertisers who are selectively phobic about targeting can also directly use the oCPC custom conversion target function. The system will intelligently find people for the ads, and the conversion effect will be amazing!

Compared with CPC, oCPC can more directly achieve the conversion goals set by advertisers. Game advertisers can use landing page oCPC and app download oCPC at the same time to increase sales.

Optimize creativity. Creative optimization mainly focuses on three aspects: copywriting, materials, and auxiliary tools.

1. Copywriting

1. Start from the audience:

Good creative copywriting can trigger resonance and lead to conversion, and is not just one person’s literary self-satisfaction. Copywriting can follow the six laws of influence: liking, reciprocity, social proof, commitment and consistency, authority, and scarcity.

Conform to reading habits: Speak human language, the copywriting is simple and easy to understand, and communicates with users

Satisfy the demands of the crowd: Say useful words, solve the needs of players, provide effective information, and fit the usage scenario

Arouse the audience's interest: Say interesting things and analyze the players' interests and concerns

Understand the player’s psychology: say words that can influence people, combine the common characteristics and individuality of players, and provide positive guidance + reverse incentives.

2. Starting from the product:

Combine the product's own advantages to play to its strengths and avoid its weaknesses, triggering explosive points. Big products focus on influence (brand, quality, market), innovative products focus on features (game play, subject matter), and small and medium-sized products offer benefits (beauties, free).

1) Popular topics in game copywriting

The most popular topics for headline game copywriting are as follows:

2) Popular sentence patterns in game copywriting

The most popular sentences used in headline game copywriting are as follows:

2. Material

1. Material content selection

Advertising materials can use character and object designs to attract players' favor, use images to highlight the quality and features of the game, highlight gameplay and dialogue with the target player group, and combine three-dimensional characters and scenes to shorten the conversion distance.

2. Five styles of materials

Toutiao supports five material styles: large pictures, small pictures, picture groups, videos, and GIF pictures. The material styles are reasonably matched according to the content of the material to achieve the best presentation.

3. Material design

In terms of image layout, Toutiao game advertising materials are roughly divided into three layouts: whole picture, cutting, and splicing.

In graphic design, learn to exert influence visually.

4. Popular game materials

Hottest materials for heavy games:

Popular materials for casual games:

Creative tools

1. Creative Search

As a copywriting inspiration library, Creative Search can provide high-click-through rate native creative references, helping advertisers understand the reading preferences of platform users and discover user concerns.

2. Dynamic word package

By combining the user's intrinsic attributes with external scenarios, creativity is deeply personalized, which helps better understand user needs and effectively improve click-through rate and conversion rate.

3. Ad quality

Ad quality reflects "the average probability that an ad will be clicked by netizens when the target audience is selected." Advertisement quality can control the quality of advertising creativity and provide a basis for evaluating the quality of creativity.

In terms of landing page optimization and landing page content, the design style of the landing page must be consistent with the theme of the game, and the creativity and the landing page content theme must be unified and complementary to complete the conversion guidance from attracting attention to accepting influence. In terms of auxiliary tools, it is recommended to use Toutiao website building and landing page detection tools.

1. Landing Page Detection Tool

Landing page diagnostic expert: advertisers can use this tool to know the landing page effect in advance and optimize the landing page in a targeted manner based on the diagnostic results.

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

Related reading:

1. How to set up advertising accounts for Toutiao, Guangdiantong, etc.!

2. With today’s headlines advertising, how to plan creative advertising for the wedding industry?

3. The process of setting up a Toutiao information flow advertising account!

4. Get the operation guide of Toutiao game advertising quickly!

5. Comprehensive inventory of Toutiao products and practical sharing of strategy optimization!

6. Creative material styles for Toutiao’s high-conversion information flow ads!