Toutiao information flow advertising placement, placement costs and effects!

Toutiao is a platform that provides information to users based on data mining. If we put information flow ads on Toutiao, the effect will be very good. How much do you know about Toutiao's information flow ads ? Do you know how to put ads on Toutiao?

Information flow advertising refers to the process of scoring and ranking the quality of advertisements and content together, and recommending advertisements to users as the same information as the platform content. When we browse Weibo, check Moments, and read news on Toutiao, we are actually exposed to information flow ads. Here, the editor mainly introduces some of the content of information flow ads on Toutiao.

1. Is advertising on Toutiao effective?

Toutiao is an information reading platform that uses a personalized intelligent recommendation algorithm based on machine learning to provide customized information distribution to each user based on their interests. Moreover, Toutiao is also one of the first platforms to launch native information flow advertising. The editor believes that it is still very effective for us to place advertisements on Toutiao, because Toutiao has the following advantages.

1. High user activity

According to incomplete statistics, the number of registered users of Toutiao platform has exceeded 700 million, and 60% of Chinese smartphones have Toutiao installed. The average daily usage time per person is over 76 minutes, and the app is launched nine times per person per day. At the same time, the average daily video playback volume of Toutiao exceeds 2 billion. These data can fully prove the influence of Toutiao, and Toutiao has a good coverage of mobile Internet users in a wide range of regions.

2. User model updates quickly

Toutiao also has a great advantage in terms of the update speed of user models. It can use big data algorithms to interpret the social behaviors of users' Weibo, WeChat, QQ and other accounts. Compared with other information flow advertising platforms, it can perceive users' interests more quickly, adjust user tags in real time, and achieve accurate advertising delivery.

3. Wide distribution of users

Toutiao's users are deep-rooted and widely distributed. Generally speaking, the target audience that brands want to find can basically be found on Toutiao, which provides a basis for brands to place ads on Toutiao. At the same time, Toutiao also provides advertising effectiveness monitoring and research services to some brand advertisers.

4. Precise orientation

When we place advertisements on Toutiao, we can set keywords such as region, gender, age, interest categories (games, finance, education, travel, clothing and bags, cars, beauty and cosmetics, culture and entertainment, etc.) for precise and targeted delivery to ensure that your advertisements can receive feedback after being placed.

2. How to place advertisements on Toutiao?

If we want to place advertisements on Toutiao, after opening an advertising account, we must first think clearly about several issues such as how the advertisements should be displayed, how to target the audience, and the budget and bid, and then place our advertisements in a planned manner.

1. Open an account

If we want to open a Toutiao advertising account, we need to provide business license, legal person ID card, ICP registration and other qualification information. If some advertisers cannot open advertising accounts due to industry restrictions, etc., we can open accounts through platforms that can provide advertising account opening services.

We provide advertisers with advertising account opening and account acquisition services on different platforms such as TikTok, WeChat, Weibo, Toutiao, etc. If you are not familiar with information flow advertising, we can also provide account operation services.

2. Advertising display format

The ads in Toutiao include full-screen ads at app launch, ads on detail pages, large-image ads in information flow, and small-image ads in information flow. If we place a full-screen ad at launch, all users who open Toutiao will see a static or dynamic picture display that lasts for several seconds. Because the background will control the frequency of displaying large information flow pictures, we can focus on small information flow pictures.

3. Crowd targeting

The editor believes that if we place advertisements on Toutiao, it is not advisable to set the audience in detail in the initial stage of placement. Because the Toutiao platform itself will make recommendations based on user models, and it has many frequency control rules. If we set up too much detail in the early stages, there will be certain limitations.

4. Budget and Bid

The budget setting for Toutiao ads must be large, because the volume allocation mode of Toutiao ads backend is segmented, which will result in low-budget plans originally allocated very little traffic, which is very unfavorable for our advertising. We must try our best to prevent this situation from happening.

3. How much does it cost to advertise on Toutiao?

When opening an account for Toutiao's information flow advertising, you need to deposit a minimum of 5,000 yuan in advertising fees. Toutiao's advertising fees are deducted instantly in the form of CPM, CPC and CPA. The advertising fees we deposit after opening an account will be consumed through different charging methods.

1. CPM model

The CPM charging model refers to the total advertising cost per thousand people seeing an ad during the advertising process. The charging standard is 5-8 yuan per thousand times. CPM charging is a charging model chosen by many advertisers.

2. CPC Model

The CPC charging model refers to the cost of an ad being clicked once. It is equivalent to the traditional Baidu bidding model. Fees are only charged when users take action. A certain amount of money is deducted for each click, and no fees are deducted when the ad is displayed on a mobile phone. The charging standard starts at 0.2 yuan per time.

3. CPA Model

The CPA model is actually the cost per download, that is, the cost required for the APP to be downloaded once. This charging model is only limited to Android APP, and CPA can also mean payment for performance, which also includes three forms: form submission, telephone consultation, and WeChat public account copying.

When we place advertisements on Toutiao, we can also set our own daily budget, which means that after the cost of a single day is consumed, your ads will no longer be displayed or charged. We can also use ocpc smart bidding conversion to carry out intelligent delivery.

4. Explanation of the difficulties in setting up a Toutiao account

1. How to build a more reasonable advertising group for a new account (e.g. how many advertising groups, how many plans, and how many creative ideas should be combined reasonably)

A: Normally, one ad group has 3-5 ad plans, and one plan has 3-5 custom creatives or programmatic creatives (3 copywriting + 3 pictures/videos). The specific number is determined by your own budget.

2. Is it appropriate to test multiple products in one advertising account? If you must test multiple products, should you test products for similar groups of people or different groups of people?

Answer: It is recommended to launch one product in one advertising account. If the target audiences of multiple products are similar, they can be launched in separate advertising groups in one account, depending on the attributes of the target audiences.

3. How many plans are appropriate for one account to launch one product per day?

A: It depends on your own budget. For a small budget account (budget 100-1000), 1-3 plans per day are enough; for a medium budget account (budget 1000-5000), 3-6 plans per day are enough; for a large budget account (more than 5000), more than 6 plans per day are needed;

Explanation of the bidding method problem of Toutiao

4. How to increase CPA and what are the key influencing factors

A: CPA bidding method, the main factors affecting it are: creative quality (copywriting, pictures, videos), creative classification, creative label, bid

5. How to place an automatic bid for Toutiao News Feed Ads

A: Automatic bidding does not require manual price setting. It is mainly determined by the planned budget setting and the estimated cost range generated by the system to see if it is within your acceptable cost range. Therefore, a reasonable planned budget must be set for automatic bidding.

6. It is difficult to increase the volume of CPA. Even if it is increased, the volume is not much. There are only a few forms a day. The volume is very small and very unstable.

A: CPA is more difficult to scale than OCPM because it is paid based on conversion results (conversion first, then payment).

7. The conversion rate of running ocpm is relatively low. No matter how many creative ideas are used, it is still useless. Often, a plan is made to spend dozens of dollars on a form, but five or six hundred dollars are gone later {budget cost 330}. Then it is always stopped like this, wasting costs and I don’t know what to do.

Answer: The conversion rate is low, so page issues should be given priority. OCPM has very high requirements in the early stage (the first 5 conversions). If the first 5 conversions are too high, it is recommended to re-launch. If the number of conversions that meet the compensation conditions is 4-6, and there are no unnecessary modifications or adjustments, there is no need to consider the cost and there will be compensation.

For Toutiao advertising, please contact Qinggua Media official

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