How to optimize an unstable Toutiao account? 7 questions and answers about information flow delivery

There are often various problems encountered in the promotion of Toutiao information flow. This article will organize and share some practical questions and answers raised by everyone for your reference.

My Toutiao account is not showing at all now, and the targeting is the same as before. No matter what creative ideas I test, it is not showing. I raised the price yesterday, but it is still not showing. What is the problem? What to do?

Focus on checking whether the targeting is too narrow, affecting the estimated ad coverage. In the Toutiao advertising backend, there is an estimated display volume on the right side of the advertising plan level targeting setting. If a red exclamation mark is displayed (as shown in the figure), the estimated coverage of the advertisement itself is insufficient. The key is to adjust the targeting to relax it moderately. Targeting is only a tool to assist in screening users. The key to ensuring the accuracy of click users lies in the effectiveness of advertising creativity.

In addition to targeting, other factors that affect ad display include: sufficient budget allocated evenly to each creative; reasonable bids to ensure competitive ad display; smart models should try their best to increase ad click-through rate and conversion rate; and ad delivery time should cover the active time of platform users to avoid too short a time period.

How many plans are suitable for a Toutiao account to launch at one time? If we put too many apps on the market, we are afraid that they will compete with each other for market share. If we put too few apps on the market, the testing cycle will be too long.

You can set up multiple advertising creatives under a plan. When setting up an account, you can use the same product and delivery strategy under one plan, or you can build different advertising plans based on different promotion strategies.

The measurement of how many plans to build should start from the number of creative items to be launched and be linked to the promotion budget. If the budget is sufficient, multiple creatives can be run at the same time. If the budget is insufficient, ensure that there is enough advertising budget allocated to each creative. For example, if the budget is 200, it is recommended to submit no more than two creative ideas.

Regarding the issue of grabbing traffic, information flow advertising itself is RTB advertising. There are a large number of advertisements competing for display on media platforms at all times. Unless it is promoted under very limited targeted conditions, there is generally no need to consider this issue.

If you want to quickly run a test, you can also try using the platform's programmatic creativity. The system will automatically optimize and adjust between creativity, and allocate resources to high-quality advertising creativity.

In the stock industry, Toutiao's channel consumption and conversion are very unstable. A plan had a good conversion yesterday, but it is not so good today. Is there any good way to solve this problem?

It is normal for the platform to have fluctuations in effectiveness. We need to look at it over a longer period of time, such as single-day cost data or three-day cost data. If the comprehensive average cost is still within the acceptable range, do not make frequent adjustments to give the platform room to explore. Especially when using smart billing methods, after optimizing and polishing the creative plan, try to reduce restrictions, avoid frequent adjustments, control the budget, and let the system run and explore. If you want to ensure the effect, you can choose CPA billing method.

The quality of the advertisement itself is also related to the stability of conversion. Therefore, in order to maintain stability, in addition to adapting to the platform, it is also necessary to optimize the creative plan. You can also add new advertising ideas in time to increase the volume and balance the conversion situation.

Running the Toutiao fan-adding model, there are many conversions in the Toutiao backend, 30 a day, but the actual number of fans added is only 5, and the copy-adding fan rate is only 16%. What is the reason for this? WeChat’s own tests are all normal.

The conversion behavior counted in the background is the amount of users copying WeChat, not the amount of users adding WeChat. From clicking to copy to completing the adding of fans, the intermediate processes also need to be monitored and optimized. At the same time, it should be noted that in addition to reminding users to add fans, it is also necessary to give users enough incentives to stimulate them to complete the adding of fans, combine user needs with promotional content, and set up micro-gimmicks.

You can refer to the following WeChat fan-adding case settings to optimize the success rate of adding fans from the aspects of adding micro-operations, adding micro-gimmicks, WeChat operations, etc.

Mobile phone cleaning software, invest in Toutiao, activate with 1 yuan, and the retention rate is only 15%. How can we improve the activation rate?

Retention rate is related to both the matching degree of advertising and the attractiveness of the product itself. If the points of the advertisement are inconsistent with the points of the product itself, and the operating experience after downloading does not meet the needs of users, they will naturally not retain the product. The product itself must have enough inductive content to retain users, which is the optimization of the user experience of the product itself.

To increase the download activation rate, you need to try your best to find the connection points between the product and user needs when planning creative solutions, and display the product from the perspective of user needs, that is, "useful APP", to stimulate users to download.

What is the difference between a regular information flow account and a rebate account?

All accounts are normal accounts that can be used for advertising. There are two types of backend advertising coins, cash advertising coins and rebate advertising coins. There is no difference between them when advertising is placed. However, different platforms have restrictions on the use of advertising coins. For example, Baidu platform announced some time ago that if the advertising coins rebated by the end of the year are not consumed, they will expire.

The account was promoted on Toutiao for one and a half months, mainly on Douyin.

The business has been going very well in the first half of the month, with a stable daily volume and a customer cost of around 10 yuan. During this period, I only adjusted the bid and nothing else was changed. There were suddenly no impressions today, and I increased the bid tenfold but still got no impressions. When it was raised to 30 times, another 2,000 yuan was suddenly consumed, but the conversion cost suddenly became very high. I would like to ask what might be the cause of this situation and in which direction should I optimize it?

Although price increases can stimulate performance improvements, they are not the only influencing factor. Rough price increases can easily lead to soaring costs.

If the creative data suddenly declines, it is necessary to do a month-on-month/comparative analysis of the data, check the specific data change information, work backwards to find out the possible reasons for the decline, and solve the problem with the right remedy. If the data improvement is not obvious after adjustment and optimization, you can refer to the original high-quality ideas and launch new advertising creatives.

It is normal for an ad to decline after being run for a period of time, and you can add new ads to replenish the volume.

Author: Jingjing

Source: Aichisem