Momo information flow advertising placement skills and operation ideas

From the perspective of netizens, the essential difference between search advertising and information flow advertising is that search advertising is an active demand of netizens, while information flow advertising is a form of advertising that netizens passively receive. Therefore, information flow advertising needs to start from the user's perspective. The closer the form of information is to the ordinary information seen by netizens, the easier it is for the advertisement to attract users' attention.

How to plan the account structure of Momo information flow advertising? A clear and orderly account structure is like a library bookshelf, where you can quickly find the book you want through the index catalog. Here are some operational tips:

Account infrastructure construction

Momo account hierarchy and operable functions at each level

The rules for displaying Momo information flow ads are based on the promotion plan dimension.

How to build an account structure that is clearer and easier to manage?

1. Plan: A new account must have no less than 5 plans. (Refer to customer budget adjustment)

2. Advertisement: No less than 3 advertisements under each plan. (Refined delivery)

3. Creativity: Each advertisement must have no less than 2 creative ideas. (Creative Selection)

Naming convention

1. Easy to search and manage;

2. Avoid duplication;

3. Operators of the same company use a fixed naming logic;

Based on Momo’s current information flow advertising resources, we recommend the following:

A. First, based on the principle of being easy to understand and easy to operate, sort out the abbreviations of various advertising positions, advertising formats, material formats, delivery systems and media resources.

B. After the account structure and abbreviations are planned, let's give a few examples:

That’s all we will discuss today about account structure construction. Only by laying a solid foundation can you build a tall building.

I hope it will be helpful to Momo information flow advertising optimizers in their daily work, so that they can learn and apply it flexibly, build a clear account structure, and lay a solid foundation for later operational optimization.