Guangdiantong information flow operation guide, very detailed

Among the current mainstream information flow channels, Guangdiantong is a platform with the largest investment in the education industry.

GuangDianTong has many advantages, which I will not elaborate on here. There are many ways to optimize GuangDianTong. I would like to share my views with you here for your reference only.

【GuangDianTong Operation】

The backend of Guangdiantong is slightly simpler than that of Baidu and Toutiao.

Enter the backend, on the left are the home page, advertising management, report center, finance, and toolbox. In the middle are account data, delivery material status and effect data. Without further ado, let's take a look at how to operate:

Step 1: Add a new plan.

Promotion target : Under the new plan, there are many promotion targets. For the education industry, we usually choose web pages.

Planned budget :

In many cases, the system allocates information flow based on the budget. In the entire account, there are two levels of budget, one is the account budget and the other is the planned budget .

For account-level budget , we need to set the maximum daily limit.

There are two ways to plan a budget. One is to set 120% of the daily budget. You don't have to worry about spending too much in the end. The final consumption is based on the account level, so it will not exceed the limit. The second is to have an unlimited budget, or set a value such as 999999. The budget should be as sufficient as possible so that the system can allocate more traffic.

Plan name, delivery mode:

For the plan name, just set a name based on your own ideas.

There are two delivery modes, one is standard and the other is accelerated. Usually, the standard is chosen, but of course, you can also choose accelerated, or you can test both and then select one after the effect is determined. Based on my own experience, the accelerated mode works better.

Step 2: Unit level.

The unit level mainly consists of several directional settings, which is similar to other platforms and is explained in detail below.

Advertising format :

It is divided into general and dynamic, that is, customized and programmed. It is generally recommended to choose general.

Target Details - Link:

That is, the landing page. GuangDianTong's landing page is usually made in the path, so you can choose the page made in the path here. Of course, you can also choose your own website page as the landing page here, but it is not very conducive to the system in o mode to collect conversion data, and thus cannot achieve the effect of automatic optimization. If you want to use your own website pages, be sure to add conversion tracking.

Next is orientation:

GuangDianTong has more targeted and detailed functions. It is mainly divided into: demographic attributes, user behavior, custom population, consumption capacity, device targeting, industry optimization, traffic source attributes, and weather targeting. Let’s talk about them one by one.

The demographic attributes include region, age, gender, education level, marital status and child-rearing status, work status, and property status. These orientations are similar to those of other platforms. The education industry mainly chooses based on the target groups of its products/services. Generally speaking, the important settings are region and age. Gender, education level, marital status, work status, and property status are usually not restricted.

User behavior mainly includes two aspects: interest and behavior . Although the secondary classifications of interest and behavior are similar, the meanings they represent are completely different. We will talk more about interests and behavioral orientation later.

Custom populations include targeted user groups and excluded user groups . Generally, it is not necessary to set it in the initial stage. After the account has accumulated a certain amount of data, you can create a new audience package in the DMP and add the audience package for delivery later.

Consumption capacity is divided into consumption type, game user consumption capacity, consumption level, and residential community price. It is generally suitable for niche areas, such as real estate, automobiles, games or e-commerce. There is no restriction on the education industry.

Device targeting , including Internet access scenarios, operating systems, networking methods, mobile operators, and device prices, can generally be set without limits, but is not very useful in practice.

Industry preference , you can select industry-quality labels and pay for their use. It is generally not very useful, so it can be unlimited.

Traffic source attributes , including mobile media type and WeChat public account type, are generally not limited.

Weather orientation , including temperature, UV index, clothing index, makeup index and meteorology, etc. It has little significance for most industries, but may have a certain effect on industries such as tourism.

Among all these targeting methods, for the education industry, demographic attributes, user behavior and custom populations are used more frequently, while the latter targeting methods are used less frequently, so there is no limit in the actual settings.

After the orientation is set up, there are two auxiliary functions below, one is to save as a orientation package, and the other is to automatically expand the volume. It is generally not recommended to enable it.

Step 3: Advertisement Placement

The latest background advertising space is divided into three advertising resources:

The first is QQ, Tencent Information Stream, and Tencent Music, which is equivalent to integrating Tencent's Q-related resources, covering QQ, QQ Space, Kandian, Browser, QQ Music, National K Song and other media;

Second, Tencent News and Tencent Video can be displayed separately or together when clicked;

The third is Youlianghui , which is a media resource of Tencent, similar to Baidu’s Baiqingteng and Toutiao’s Pangolin. Large and varied.

This is the new version of the ad space. If you want to place an ad in a specific Q-related ad space, such as QQ Browser, you can go to the backend of the old version. There are a lot of ad spaces in the backend of the old version, and the ad spaces are placed independently, not integrated like the current new version. You can still access the old version.

From my personal experience, Tencent News, Tencent Video, QQ Space, QQ Browser and Youlianghui all work pretty well.

Step 4: Scheduling and bidding

Release date, usually long-term release;

Delivery time : Most industries do not deliver throughout the day, so we can use specific time for delivery. Generally use the Advanced setting. It is recommended not to interrupt the time too much. The traffic in the morning and evening is generally the peak of information flow, so we should not miss these two periods. In addition, for different advertising positions, our time periods can also be different. For example, Tencent News and QQ Browser can try noon, while Tencent Video can be placed more in the evening.

A little trick is to avoid too many interruptions. It is best to start delivering the content an hour before the peak traffic period to facilitate the initial growth.

There are three bidding methods : cpc/cpm/ocpa. It is generally recommended to choose ocpa. Systematic price adjustment is generally more secure. At the same time, ocpa is generally delivered in conjunction with the system website page. If it is your own website page, remember to add conversion tracking. You can also try CPC delivery, and pay attention to timely tracking of effects and adjustments. Ocpa, set your bid carefully and adjust it less often.

The optimization goal is generally form appointment.

When bidding , it is better to bid higher at the beginning, 3%-5% higher than the recommended bid.

After selecting ocpa, the following billing method is by click.

Under the billing method, there is also a "Use population package to optimize advertising effects". This function must be used in conjunction with automatic expansion, and is generally not used much. If the account optimization is stable, a new population package can be created in the DMP later.

After the crowd package option, the next step is unit naming. You can name it according to your ideas.

Step 5: Creativity

The creativity of Guangdiantong is basically the same as that of other platforms. The first is the creative style, which is divided into pictures, videos and innovative styles. There are different types of pictures, such as large pictures, small pictures, group pictures, etc. The same goes for videos.

After choosing the style, you need to upload the brand logo, usually a logo.

Below the brand logo is the copy and illustrations. You can fill in the button copy and the auxiliary copy in the lower left corner below the picture.

Below the auxiliary copy, there are additional creative components, mainly phone components and form components.

The entire account operation ends here, and the account setup is completed. In fact, the account setting of Guangdiantong is similar to that of other platforms, and relatively speaking, it is slightly simpler.

For Guangdiantong advertising, please contact Qinggua Media official

Author: Mubibai

Source: Mubibai

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