The entire process of building and optimizing information flow advertising accounts

Too little exposure and no sales? How to set a reasonable promotion budget? How to set the targeting to ensure that the traffic hits the target group at the same time? The cost of advertising conversion is high. How to increase conversion and reduce costs? When doing information flow advertising, I believe everyone has encountered the above problems. So how should the information flow advertising account be optimized?

This article will analyze the following three aspects one by one:

1. How to build a reasonable account
2. 5 directions and dimensions of account optimization
3. New Optimizer Daily Work List and Common QA

1. How to build a reasonable account

Let’s talk about the first one, account setting. When facing a new account, how can we build an efficient account structure?

First, we need to analyze from the following four dimensions:

1) Company: Category revenue and budget

Based on the revenue of the company's different product lines and the cost performance and budget of other promotion platforms, and combined with the account establishment of the promotion platform, budgets and bids are allocated reasonably.

2) Industry: Competitors and competitive product information

Based on the characteristics of competitors and selling points of competing products, conceive the direction of copywriting - differentiation or competition on the same selling point.

3) Goals: promotion goals and promotion needs

According to the promotion goals, clarify the promotion needs, and choose the appropriate placement location and platform.

4) Product: features, selling points, and audience characteristics

Create creative ideas and set targeting based on product positioning, selling points, and audience characteristics.

Second, plan the basic structure of the account:

Building a clear basic account structure will help us optimize and control the account later. The specific method is shown in the figure below:

• Group 1: Multi-line method;
• Group 2: Single line method;
• Group 3: MIX line method.

We can choose one of the three methods according to our preferences and plans.

After determining the basic organization, the next step is to build an account, which also has four dimensions:

1) Material/advertising style: Applicable to products with relatively single products, and materials are grouped according to multiple scenarios;

2) Products: Advertisers with a wide range of product types can be grouped according to different product types;

3) Region: Applicable to grouping different businesses according to different regional characteristics;

4) Time: Group according to the different times of regular activities and brand activities.

For example: group by delivery platform, category, and divide plans according to targeting.

Group by scene, and divide the plan by material:

2. Five directions and dimensions of account optimization

Now that you have a clear account structure, how do you optimize it when you encounter problems?

(1) The old-fashioned marketing funnel

The five layers of the funnel correspond to various links of marketing, reflecting the number of customers and loss in the process from display, click, visit, consultation to generating orders. From the largest impression volume to the smallest order volume, this shrinking process means that customers are constantly leaving, losing interest or giving up on purchasing for various reasons.

(2) The Pagoda Model

The pagoda model and the marketing funnel complement each other. We have explained in detail how to understand them in previous articles. In fact, they are exactly the opposite processes. What does it mean specifically?

When we collect data and analyze marketing conversion funnels, we need to look at it from both the positive and negative perspectives .

In other words, when we pay attention to basic data such as exposure/click volume, we also need to pay attention to conversion volume; combined with conversion volume, we can look back at the basic data.

This is the principle and foundation of our account optimization.

3. Problems and methods of traffic optimization

Avoid too narrow, cross-over, or overlapping orientations:

1) Avoid being too narrow: too few interest keywords + app names are selected for targeting, resulting in limited user coverage; the number of custom groups is too small; the wrong filtering area is selected (delivered to remote areas); the click or conversion group package is not expanded.

2) Avoid intersection: Multiple redirections overlap, and different targeting types take the intersection; for example: select a certain city, then superimpose categories and keywords.

3) Avoid overlap: Multiple plans within the same account choose the same targeting, resulting in competition.

Optimization Methods

1) According to the target audience: Combine the user attributes of the product (such as age, region, gender, usage time period, etc.) to improve conversion effect.

2) Optimize based on performance data: Except for the required targets, deliver all the ads. Through the "Audience Analysis" report, you can view the user attribute distribution analysis data report, remove high-conversion regions, age groups, and interest categories, which can effectively reduce conversion costs.

Conversion optimization methods

Conversion optimization includes three levels: app download page optimization, landing page optimization, and conversion tool optimization.

1) App download page optimization

• The logo and introduction should be clear and eye-catching. It is recommended to use the color tone that is closest to the platform;
• Highlight core selling points and advantages, such as promotions, etc.
• Select high-definition and distinctive application screenshots and real-scene usage screenshots;
• Filter out users who have already installed the app, and be careful to avoid delivery in non-wifi environments.

2) Landing page optimization

• The first screen principle is to simplify information and highlight the selling points;
• The form is gimmicky, well-placed, logically coherent, and well-reasoned;
• The overall length of the landing page is recommended to be no more than 3 screens, and redundant information is rejected;
• The landing page is a link between the previous and the next, and the outer layer echoes the creativity in terms of copywriting and color tone.

3) Conversion tool optimization:

• 1-2 conversion goals are optimal. When setting conversion goals, it is not recommended to set multiple conversion goals in a landing page, as this will hinder the intelligent learning of the advertising system.
• The conversion goal in the landing page is placed on the first screen or fixed floating. If the conversion goal is not prominent, it will hinder the conversion rate of the landing page and result in a lack of sales. Therefore, the conversion goal, such as the form, is best set on the home screen, or set to a fixed floating style through Toutiao website building to increase the probability of form conversion.
• 2-3 form fields are optimal. Too many form fields will affect the user submission experience and reduce the number of form submissions. When using video materials to place ads, the form must be set to a fixed floating position to increase form conversion.

Data optimization methods

Here I recommend a very classic four-quadrant rule for conversion evaluation:

In this four-quadrant rule, the horizontal axis represents our advertising expenditure, and the vertical axis represents the conversion volume generated by the advertisement. Let's look at them one by one:

The first quadrant: has three attribute labels, namely high conversion, high consumption, and high cost. For this type of data, there are many factors that need to be optimized, with the focus on bidding, click-through rate/conversion rate (conversion rate needs to be analyzed in the O series and CPA models) and the accuracy of the creative copy.

The second quadrant: This part is the best advertising data, with high conversion and low cost. It can be continuously observed. Of course, wealthy people can also expand the volume appropriately.

The third quadrant: This part obviously means that the advertisement failed to be delivered and the exposure level is too small, so we need to give priority to the display volume when optimizing. (There is no need to talk about how to optimize the display volume)

The fourth quadrant: For the last part of the data, the conversion volume is low and the conversion cost is too high. Our priority is to optimize the delivery plan (including creativity/landing page/targeting, etc.) and the accuracy of the traffic.

3. Daily work list and common problems for novice optimizers

• Daily data monitoring at multiple locations, viewing traffic trends at different time periods, and making year-on-year and month-on-month comparisons to timely gain insights into data fluctuations;
• Plan setting adjustment: By checking data analysis, timely adjust the plan as needed, such as bid, budget, copywriting, landing page, time period, etc.
• Data re-tracking is based on the adjustments made in the early stages of the plan, reviewing the data, conducting comparative analysis, and finding the best delivery strategy;
• Update plans regularly and make adjustments based on monitoring data in real time.

FAQ:

(1) What should I do if the cold start bid of a new plan is not competitive, resulting in low impression volume?

Recommendation: New plan high bid: continue to pay close attention to the data, the data trend shows an upward and stable trend, and gradually reduce the price.

(2) The bids for large images and group images with small pictures result in low display volume. The bids for iOS and Android result in low display volume. How to solve this problem?

Suggestion: The recommended bid for a new plan with large images is higher than that for group images and small images. The bid for an IOS plan should be higher than that for an Android plan. Change the bid based on the real-time conversion cost, conversion volume, click-through rate, and conversion rate. If the display is lower than normal and there is no improvement after the price increase, it is recommended to change the material or create a new plan.

(3) The budget of the ad group or ad plan is set small and the bid is low, resulting in low impression volume. How to adjust it?

Recommendation: First, reverse-calculate the budget based on conversion volume goals and historical delivery results.

Formula: Budget = T/CVR/CTR/1000*Audience CPM

If your conversion goal T is 20 per day, the conversion rate CVR is 5%. So, 20 conversions require, 20÷5%=400 clicks. The click-through rate (CTR) is 2%, so 400 clicks require 20,000 impressions. If the CPM of your targeted customers fluctuates between 12-20 (that is, one thousand impressions require 12-20 yuan to purchase), then if you want to achieve 20 conversion goals, you need to set a budget of 20*20000/1000=400 yuan.

Then carry out corresponding optimization, pay attention to the limits of the ad group budget and the planned budget, and ensure sufficient account balance; increase the budget in time when it is close to the budget; it is recommended to set a higher budget for the new plan, and adjust it in time after reaching a certain level; continue to observe the conversion effect, and allocate the budget according to conversion cost, ROI, and ARPU.

Note: For CPA plans, you must first clarify how much a conversion is worth and the maximum cost you are willing to pay. When bidding, you can adjust the bid using this value as the upper limit.

Well, the above is what we shared today, I hope it is helpful to you.

Author: Wen Fangxin

Source: Wen Fangxin