The most comprehensive guide to placing Toutiao search ads!

ByteDance has been continuously developing its search business, starting with exploring search technology in 2016, followed by the built-in search engine of Toutiao, the launch of an independent search webpage in August 2019, and the launch of the independent "Toutiao Search" App in February this year.

For us bidders, although we don’t need to think too much about the battle between ByteDance and Baidu, when faced with an emerging search channel, we must understand it.

Therefore, today we will explain Toutiao search from three aspects: channel characteristics, account building key points and account building practices .

Toutiao search channel characteristics

1. Positioning : Through commercial keyword matching positioning technology, advertising information is displayed to users who express commercial needs.

2. Payment method : cpc, ocpc, ocpm, ocpm is recommended

3. Display location

01. Douyin: Usually one ad is displayed in the 3rd to 10th position mixed with user content. For brand word traffic in industries such as games, education, and retail, it can be displayed in the first place through styles such as "download card" and "precision advertising";

02. Headline: Multiple ads and user content are mixed, up to 4 ads, and the top three can have up to 3 ads;

4. Gender ratio of traffic : The male-female ratio of Douyin users is close to 1:1, while the proportion of male users in Toutiao users is higher

5. Creative Type

01. Graphics and text creativity: large pictures, small pictures, group pictures, sub-link styles;

02. Video creativity: horizontal video, vertical video;

03. Tik Tok first download card: no configuration required, it will be automatically generated after winning the bid under Tik Tok brand word traffic;

04. Currently, Toutiao search ads support text and image materials + video materials; Douyin search ads only support video materials.

6. Advertising Logic

01. User initiates search request - traffic reaches

02. Ad relevance-words and creativity

Factors that influence relevance: title, summary, ad source

03. ECPM = conversion bid * CTR * CVR * 1000

The better the CTR*CVR performance, the higher the display position

04. Advertisement wins and is displayed in the ad space

On Toutiao, there are a maximum of 4 ads for every 10 pieces of content; on Douyin, there are 1-10 ads.

7. Account Structure

Ad account - Ad group - Plan - Keywords + Creative

The number of ad groups in an account is less than 500

The number of plans in one ad group is ≤ 500

The number of new plans created per day for all accounts is ≤ 500

The number of keywords in a plan is ≤ 1000

The number of custom ideas in a plan is ≤ 10

8. Delivery method

01. Search for independent account placement

02. Create a new delivery group for the information flow account (only when creating a new ad group, the operation is different from searching for independent account delivery, and the subsequent ad creation process is the same)

Key points for setting up a Toutiao search account

1. Planning

01. Build at least 6 plans and divide them according to business characteristics

02. Select OCPM as the billing method

03. Don’t set too many targeting options

04. Enable Smart Traffic

05. Manual bidding/prioritize volume

06. Bid slightly higher than the assessment bid (recommended 1.2-1.5 times)

2. Keywords

01. 100 keywords per plan

02. Short words + broad matching have the highest volume

03. Give priority to keywords recommended by the system

3. Creativity

01. It is recommended to choose custom creative

02. Each plan should have at least 3 creative ideas, including video and graphic materials, and then be optimized later;

03. Improve CTR & relevance: Wildcards, title and text summary recommendation tools, relevance detection tools

How to set up a Toutiao search account

1. Create an ad group

01. Promote > Ad Group > Click "New Group"

02. Select the promotion purpose. The following three promotion purposes are supported:

App download : Improve app download, installation, activation, and payment. Suitable for advertisers who need to download mobile client apps. Supports two download methods: "landing page" and "download link".

Sales lead collection: Increase the amount of sales leads obtained. Suitable for advertisers who want to guide online conversions or lead collection through landing pages

Sponsored Products

03. Select ad group type - search ads (you can skip this step if you are searching for independent accounts)

04. Set the ad group budget and name

2. Create an advertising plan

After the ad group settings are completed, click Next to create the ad plan;

01. Delivery range : The search advertising range is the default option and does not need to be edited

02. Delivery Target

Conversion volume: Deliver ads to users with high conversion intent (recommended)

Clicks: Deliver ads to users who are more likely to click

Once you select a delivery target, your ads will be shown to users who are most likely to take that target action.

03. Smart traffic selection

Smart traffic selection is a way to expand traffic under the oCPM/oCPC model. It automatically helps plan traffic expansion and gets rid of the trouble of buying keywords (CPC delivery does not support smart traffic selection)

04. User targeting

Search ads have search terms as a strong representation of real-time user needs. We only recommend that advertisers with strong directional needs, such as advertisers with strong regional restrictions, set the delivery region. Other advertisers are not recommended to set too many user targets.

05. Bidding method : Manual bidding is recommended

06. Delivery method : It is recommended to use the priority running volume

07. Set budget and bid:

If the delivery target is conversion volume, the payment method is oCPC or oCPM. oCPM is recommended.

If the delivery target is click volume, the payment method is CPC

08. Set the plan name

3. Create keywords

After the advertising plan is set up, click "Save and create new keywords" to enter the keyword creation page

01. Create keywords

Keyword creation supports four methods: intelligent recommendation, manual addition, system recommended word package, and local upload of keywords

02. Choose a matching method

Search ads support three matching methods: exact match, phrase match, and broad match. Phrase + broad match is recommended to cover more traffic

03. Set your bid

This is only set when the delivery target is click volume, that is, the payment method is CPC; for plans with oCPC and oCPM payment methods, the planned bid is used as the ad bid, and there is no need to set keyword bids

4. Create new ideas

After setting the keywords, click "Save and create new creative" to enter the creative creation page.

It is recommended to configure 3 creatives, 2 video materials and 1 graphic material for each plan, and targeted optimization can be carried out later based on the delivery effect.

01. Creative Type

Supports large pictures, small pictures, picture groups, horizontal videos and vertical videos creative content

Tik Tok only supports video clips

Toutiao supports video material + graphic material

Direct reuse of images, texts and videos. Good materials are more likely to increase volume in the information flow.

02. Creative content and title

Creative content and headline creation with information flow

Search ads add keyword wildcards based on the original dynamic word package in the information flow

03. Creative Brief

Add creative summary to get higher click rate

Text summarization: present more descriptive marketing information

Tag summary: present more structured marketing benefits

The summary is only displayed on the headline side

04. Advanced Creativity

Add creative sub-links to get higher click-through rate

New sub-chain: Create a new sub-chain and automatically bind the idea

Select Existing: Select a subchain from the subchain library. The subchain is only displayed on the headlines.

Finally, some words

The above is all about “ Headline Search Promotion ”. In fact, there are many times when we truly discover the essence of bidding, many difficult problems will be solved.

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

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