Tips and precautions for optimizing GuangDianTong delivery effects!

Guangdiantong is one of Tencent’s two major information flow platforms (the other is Moments advertising). It upgraded its system in October, and the backend advertising space changed from multiple advertising spaces to three major pages and four advertising spaces (Q series resource space, Tencent News, Tencent Video and Youlianghui).

Let’s talk about these four advertising positions. The Q-series resource position, as the name suggests, is the resources related to QQ and Tencent. According to the system’s labeling, they are QQ, Tencent Information Flow, and QQ Music.

This resource position integrates the original Tencent system advertising positions, including the original QQ space, QQ browser, etc.; Tencent News and Tencent Video are not mentioned in detail;

Youlianghui is similar to Baiqingteng in Baidu’s information flow and Pangolin in Toutiao’s information flow.

It is a kind of alliance traffic, which is large and diverse.

1. Delivery method:

1) CPC: CPC is charged by clicks, that is, no clicks will not be charged. This is the main bidding method of Guangdiantong.

2) CPM: It is charged by the number of thousand impressions. All advertisers can choose CPM charging. Most of the ad positions can use CPM charging. The actual amount will be based on what you see is what you get on the self-service system.

Starting price: 0.3 yuan for brand advertisers, 0.3 yuan for APP advertisers, 0.3 yuan for mobile alliances, 0.1 yuan for Paipai e-commerce, and 0.1 yuan for WAP terminals

Billing formula: Your bid = the bid of the next bidder after you + 0.01 yuan (the advertising fee will not be higher than your bid)

2. Orientation method:

Quick targeting: a combination of various targeting conditions

Geographical Targeting

Basic information targeting: age, gender, user scenario

Status targeting: user status, education, shopping interests, visitor targeting

Behavioral targeting: fan targeting, paying users

…

3. Under what circumstances is it appropriate to place GuangDianTong ads ?

a. There are online/offline activities that need more people to sign up and participate

b. Want to increase followers or promote activity for the official account or mini program

c. There is an APP that needs more downloads and activations

d. The boss wants to increase product sales and brand awareness

How to reach target users more accurately? How to lower advertising costs? How to expand the advertising effect of social channels? If the enterprise does not conduct a thorough study of GuangDianTong, it is very likely that the money will be spent but the effect will not be ideal. Based on the relevant experience of GuangDianTong delivery, the following are some GuangDianTong delivery tips:

Account Targeting:

Select the right delivery area: Analyze delivery data and select the best delivery city based on the target users of the product or activity.

User portrait: Target the gender of the group based on the product and materials, and make adjustments based on the attention paid to the product by users of different ages. Conduct user screening based on product user portraits to identify target users; then conduct high-quality screening based on user education, marital status, living status, etc.

Consumption capacity and weather conditions: suitable for local promotion, such as promotion in a specific place or scenario.

Material production skills:

Control the appearance and frequency of creatives by selecting the appropriate ad delivery time. The focus of Guangdiantong’s creative materials is to attract clicks, which places relatively high demands on the creative materials. The following points must be noted:

a. The image should be creative and clear at a glance, especially relevant;

b. Do not place the same material repeatedly, as too much repetition will affect the click-through rate;

c. It is recommended to have 1-2 similar advertising materials under the same targeting conditions;

d. The creative use of image materials should generally not exceed 2 fonts or colors;

e. Use more popular fonts such as Microsoft YaHei, and be cautious when using deformed or low-quality fonts.

Landing page issues:

a. The landing page needs to consider both PC and mobile terminals.

b. Make sure the creative ideas of the material copy can be displayed on the first screen of the landing page to increase relevance and prevent users from jumping out directly.

c. Ensure that the content of the activity is highlighted and has a clear contrast with the background.

Guangdiantong delivery price:

After setting the advertising price, you need to adjust the price for several consecutive days, observe and select the appropriate price range, accurate to 1 decimal place, and adjust the advertising price according to the duration of the advertising.

Guangdiantong bidding skills:

1) Create a new ad, upload the ad creative, and set the initial price between 0.1 yuan and 1.5 yuan;

2) Observe the exposure and click data of the ad:

If the ad exposure is less than 3,000, increase the bid appropriately and make a decision after a certain amount of exposure;

If the impressions are between 3,000 and 5,000 or more, but the click-through rate is low, try to optimize the material;

If the impressions are 5,000 or above and the click-through rate is good, maintain it and pay attention to the data changes.

If you want to get more traffic, you can increase the bid appropriately or replace it with better materials.

3) Continue to monitor data and adjust bids. If the ad click-through rate drops after 3 to 5 days, please replace the ad creative in time.

Advertisement placement selection:

There are dozens of GuangDianTong ad slots, so you must make a selection in advance based on your existing experience and the advertiser's products. Here we will introduce the selection of commonly used ad slots. If the advertiser is a PC website and places PC ad slots, you will more likely choose QQ space and QQ client on the PC, especially the Optimus Prime ad slot in the client.

Let’s talk about some details to pay attention to when launching GuangDianTong. For reference only.

1: Behavioral interest tags

In behavioral interest targeting, including interests and behaviors, in addition to being able to select industries, you can also search for intent words. This way the flow will be more accurate.

For conventional Guangdiantong, for behavioral interest targeting, you can first invest in general advertising, and then narrow down the behavioral interest targeting.

If you choose to target intent words, you can check interests (behaviors) + intent words. If you do not check interests (behaviors), the targeting scope will be smaller.

2: Creative title, picture and page correspondence

The click-through rate of information flow is relatively important. Our title must clearly state what we do and what we can bring to users.

If you don’t know how to write a title, you can use the targeted word package + copywriting assistant provided by Guangdiantong.

Pictures should be closely related to business and creativity, and should be beautiful, generous, eye-catching and novel.

The page, like the creative title, must tell users what we do and our advantages.

There can be fewer words on the page, and the page copy must correspond to the creative copy.

Note: Many people’s click-through rates are not high because they don’t clearly state what they do. This is also the reason why many people’s conversion rates are not high.

For example, a company does SEO outsourcing, but the title is "12 ways to do SEO, get information online". Obviously, this does not indicate its own business, that is, it does not tell users "what I do". Even if there are clicks, it is difficult to make a deal because the visitor does not have outsourcing needs, but learning needs.

3: Time period report

Guangdiantong's reports are not as detailed as Baidu's information flow and Toutiao's information flow. But some reports are also very useful.

Here is the time period report. After one week of running, you can check your time period report.

Check the form booking volume and form booking cost in the time period report to get the time period conversion cost for each time period of your week. This can provide a reference for your time period settings.

For example, if your conversion rate is good between 10 and 11 pm, you can create a few more ads and focus on this time period.

4: Page modification

If you think your page needs to be modified, it is not recommended to modify it on the original page. Will affect system data modeling. You can copy the page you want to modify and then modify it.

After modification, add "New" to the date. For example, if you modify page A on December 11, you can add a note after the modification: "a12.11 new", and use this new page for new plans thereafter.

If you make changes on the original page, the system may think that this page is a new page and will remodel it, but in fact your page already has many conversions.

Once the system is remodeled, it will affect your results. Therefore, if you want to change a page, do not change it on the original page, you can copy one and change it.

5: Audit of Guangdiantong

We all know that GuangDianTong’s review is quite strict. There are actually ways to deal with it:

Method 1: Change according to the requirements. If the system fails the audit, the reasons will be prompted and you can change according to the reasons.

Method 2: You can submit multiple times. If it is not approved once, submit twice. If it is not approved twice, submit three times. Repeat multiple submissions and the system is likely to pass. Each time you submit, you only need to slightly modify the text or pictures.

Method 3: You can resubmit during lunch break or between 6 and 8 p.m. From my personal experience, the review is often easier to pass at these times. Of course, you can also try submitting it for review at night, and maybe it will be reviewed faster;

6: Guangdiantong bidding and adjustment

We all know that no matter which information flow platform you are bidding on, you should not adjust the bid too frequently. Here is a talk about GuangDianTong's bid. If the system does not recommend a bid, you can refer to industry data or ask a friend.

It is recommended that the initial bid should not be too high, and of course, not too low.

The second point is that if a plan doesn’t work, don’t change the price in the original plan. You can create a new plan and set it up according to your own analysis.

It is not recommended to change the price according to the original plan. The third point is that the price of information flow is not the most important thing; creativity and page are.

When setting prices, we must grasp the following direction: the wider the orientation, the lower the price; the narrower the orientation, the higher the price.

If there is a price discount, it is a good idea to reflect it in the creative, pictures and pages as much as possible.

Many of the above are details. If you grasp the details, it will not be difficult to improve the results. Many people have their own methods and may not pay attention to these details, but it is recommended that you should pay attention to the details when delivering content through any information flow channel.

In addition, this article has emphasized several times that the creativity and pages of information flow delivery are very important, so if the conversion is not good, first look for the reasons from these two aspects.

For Guangdiantong advertising, please contact Qinggua Media official

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