Practical cases will help you master the headlines information flow!

This article mainly briefly introduces the background of information flow and the establishment of Toutiao accounts, and then talks about the actual operation of the account that the author used to achieve the effect. Let’s first talk about the logic of Toutiao information flow .

1. Headline information flow logic

If you want to know more details, you can search on Baidu. For simple understanding, just read my version.

As the saying goes: Jobs created Apple, which led to Apple users, not because users needed Apple that he created Apple! So a rough explanation of information flow is to push your ads to people who are using the APP, arouse their interest through the advertising content, and guide customers to take action to achieve the business's goals! It can be the purpose of leads, attention, direct transactions, etc. It’s about active push, not passive waiting!

Based on this sentence, the order of information flow advertising is as follows: the customer is using the APP> your ad is pushed to the customer> push it to arouse interest> close the deal

1. User use

The most important thing is that customers are using the APP, otherwise there will be no traffic in the information flow. Relying on the current extremely high daily activity and usage time of mobile terminals, there is no need to worry about no one using it!

2. Push advertisements to customers (Toutiao)

There are ten steps in segmentation from the time you create an ad to the time you push it to your customers. This is not the focus today. I will explain the key steps in colloquial language:

aThe system first detects how many people are playing the app on the ad space (ad space request)

bIf you choose to only advertise to men, the system will not display ads to customers who are identified as women (targeted filtering)

c. Some of your male customers have received too many ads today. The system will not display similar ads again, which makes the customer experience bad (flow control and frequency control)

d. Your peers and you are targeting the same audience, but your creative quality and bids are different. The system will prioritize ads with high Ecpm values ​​(rough and fine ranking)

After the e system selects the ad, it starts to mix the ad with the native information and prepares to show it to the customer (mixed text and pictures)

fIf the customer’s APP does not load brand ads, then it will soon see the performance ads placed by you or your peers! (Display Billing)

3. Guide customers to take action

After customers see our advertisement, whether we can achieve our goal through the advertisement depends entirely on the content of our advertisement (this is the same for information flow and big search, which require material guidance)

2. Things to note when setting up a Toutiao account

After you have a general understanding of the logic of Toutiao information flow, you can set up an account scientifically. The entire account building is mainly divided into two parts: targeting + materials.

1. Orientation

Targeting can be understood as choosing the customers you want. First of all, it is based on the basics of age, gender, and region:

Basic orientation is based on mechanical judgment and the accuracy cannot be 100%. For example, if you choose 18-23 years old, it is possible that people aged 25 may also see the ad. You can choose basic targeting according to the actual situation, and don't be too picky about details.

But there are some industries that only need highly targeted customers. For example, if you are selling Xiaomi phone cases, then you may only want users who use Xiaomi phones, but not users of Huawei phones. This kind of crowd targeting can be selected on Toutiao's Cloud Map platform, as follows:

Various statistically available user data, interests, customer behaviors, industry preferences, etc. can be cross-targeted with each other, and the combination can derive various population packages!

If you don’t know how to direct the account in the early stage, you can consider general investment, and then choose the direction for testing based on the situation of the back-end customers. This is also the process of information flow advertising. Think more and test more.

There is another orientation that has been changed recently - Creative Category

Toutiao has adjusted this function several times recently, so I won’t explain it in detail to avoid misleading everyone. Friends who don’t understand this point can leave a message at the end of the article and I will give you a targeted explanation.

2. Materials (focus on information flow)

Materials are the key factors in the entire information flow delivery, and the materials commonly mentioned are mainly videos and pages.

When it comes to videos , remember not to judge the quality of material from a subjective perspective. Here’s an example without data:

I used to manage an account, and the target group was mainly men aged 30-40. I thought this type of audience would be more interested in young ladies, so I found a beautiful young lady in the company to shoot a voice-over. In my opinion, the selling point of the video was clear, and the actors’ performance was also good, but the final result of the launch was slow growth, high costs, and low intention!

At the same time, I also made a simple picture carousel video to run together, and it turned out to be the most stable, with low cost and strong intention! (Since this is customer data, I won’t post a screenshot. The main purpose is to tell everyone that you must test more formats and selling points in advertising videos)

As for the page , those who have done optimization should know it, so I won’t waste space and briefly introduce the information flow page. There are mainly three points:

1. The page and the creative should be consistent : If the creative is to eat chicken tonight, it is best not to make the landing page give away skins

2. The selling points of the header image should be prominent : In addition to being comfortable, the content should be what customers want when they click in for the first look!

3. The conversion component is attractive : Whether it is a form or a phone call, don’t just write “Fill out the form” or “Contact hotline”. Add some guiding content, such as a 0-yuan free meal (limited to the first 100 people), and then use the countdown function of the form to show how many places are left. Compare the two forms:

3. Practical cases teach you how to master the game

The leads from information flow advertising are generally not as strong in intention as those from big searches, so if you want to do it well, it is no longer a pure front-end cost issue, but you also have to focus on the sales-to-customer link in order to increase ROI.

1. Practical examples

Daily budget high traffic users

Account Background:

In the sales industry, the daily budget for the testing phase is 5,000. After the test is completed, ROI is achieved. There is no budget limit and it is calculated on a monthly basis.

Average order value:

The back-end transaction price is divided into three parts: online traffic is several hundred yuan, offline tickets are one thousand yuan, and the back-end transaction price ranges from tens of thousands to hundreds of thousands.

There are four types of material tests: venue materials, practical text rotation materials, real-person oral materials, and actor situational drama materials

Crowd targeting: Age group over 30, mostly male, with a wide range of hobbies and industries

Region: All first- and second-tier cities nationwide

Delivery process:

When I first took over the account, the cost of a lead was 2,000, and the willingness was very low. The boss was about to lose confidence in the information flow. I went through three major rounds of adjustments and many detailed adjustments.

First round: change the material + change the delivery mode

Considering that the unit price of industry leads is too high and the boss also has the strength to launch nationwide, the OCPM delivery model directly cuts CPA, and the cost of original materials is too high. I immediately produced a version according to my own understanding, and replaced all the landing pages and videos. The video contains the content of the on-site lecture at the sales meeting, and the landing page uses the lecturer + selling points as the header image, which is combined with the video.

Effect: The cost was reduced from 2000 to a stable 500, which was enough to run the sales volume and arrange for sales batch follow-up.

Second round: Adjust the page form according to actual situation

All sales people were added to the group, and they made about 40,000 yuan based on a cost of 500 yuan. After the sales people followed up on the first wave, feedback on the progress of each order was directly sent to the group.

Common problems reported by customers who failed to close a deal: 1. Not answering the call or hanging up after answering 2. Thinking it was a free class.

Adjust a round of landing page forms based on this information, including introductory words + submit button + double-layer form. The introduction states the price: original price is 1980, submitting this page only requires 198!

Submit button changed: the previous form was to submit to receive a free information package, now it has been changed to 198 yuan to grab a summit spot

Double-layer form: confirm the time when you are most convenient to connect, single choice, options are morning, afternoon, evening time periods

Effect: The problem of free classes has been solved, and customers’ intention has increased, but the call connection rate still cannot be improved!

Round 3: Video material test + mode change

After summarizing the customers who have completed online and ticket transactions, the common feature is that they are busy during the day and only have time at night, while the sales converted on the back end are only available during the day. Therefore, we started a rotation duty system for sales at night. When customers came in during the day, we would directly add them on WeChat. Customers from 7 to 11 p.m. and customers who were not answered on WeChat during the day would be called again in the evening.

I tested the video again and pulled the data for a week. I found that the video with sexy and elegant female teachers delivering practical information had the best conversion rate. The account traffic began to tilt towards the beautiful women delivering the content.

Effect: The connection rate and call duration have increased, and the CPA cost has continued to drop to 300, which can stabilize the running volume

During the process, we also tested many header images and different video selling points, form option order, background color, etc. There was no obvious difference. The above three points had the greatest impact on the effect.

2. Practical examples

Daily budget low information flow users

Account Background:

Small-scale catering industry, only one store, daily budget 300

Average order value: 5800

Material testing: product display video, on-site pictures, real-person oral broadcast

Crowd targeting: People who want to learn catering technology, mostly men

Region: Cities around the store

Delivery process:

The boss has no experience with the Internet, and the store has just started up. There is no sales and no customer service, so everything depends on himself.

First round: Change the delivery model

At the beginning, the cost of the account was below 50, with an average of 6 forms per day. After running for a week, the boss called but not a single order was closed. I listened to the recording. After all, I had no experience with the Internet and my sales guidance ability was indeed insufficient, so it was normal that no transaction was completed.

So I changed to the TikTok private message mode and started chatting directly on the TikTok platform.

Result: It didn’t work, still no deal

Second round: Change placement + materials + sales training

1) Considering that users who study catering are relatively older, mostly male, and have a strong desire to make money, and the account cost can be kept very low, when there are many leads and the boss cannot follow up alone, he gave up the traffic from Douyin and only wanted the traffic from Toutiao.

2) Due to the low intention, the creative entrance gave up video guidance and changed the entrance material to pictures of on-site learning, accompanied by copywriting about starting a business and making money. The landing page was redesigned with the main selling points of fast learning time, refund if you don’t learn, and friends who learn can make money and become bosses. The form also added required options for learning purposes.

3) Discussed with the boss in detail the follow-up methods for information flow customers, timeliness and guidance, and continued to run the forms.

Effect: The cost of pictures for the headline position was reduced, and 10 leads could be obtained with a budget of 300 per day. When the advertising cost reached 10,000, only one transaction was completed for 6,800. It was in a loss-making state, but at least there was hope! The boss's telephone skills have also begun to improve.

The third round: Model change + free traffic channels

Due to the low cost of industry leads, the boss's early conversion rate was basically 0. He has added hundreds of WeChat accounts, which are piled up on the mobile phone. He began to form groups based on intention levels and instilled community thinking in the boss. He went from posting to Moments regularly to being regularly active in the community, guiding them to sign up for learning.

Douyin tried many times to target the catering industry, but the effect was not obvious, so it gave up advertising promotion and went directly for free video operation, using mobile phones to shoot the environment, production process, and products. In three months, it attracted nearly 60,000 catering fans.

Effect: Currently, students come directly to the store to register. The total investment in advertising alone is 30,000 yuan, and the store has managed to break even without professional sales.

···

There are also some medium-budget accounts that spend 1-3K a day. The back-end model of this type of account is relatively fixed. They have their own sales and professional operations staff, but they need to liberate their bosses' thinking in order to stand out in the information flow advertising. If they continue to operate with the existing model, they will most likely just maintain a traffic channel and will definitely not be the trendsetters of the times.

After talking so much, I have completed the first information flow sharing. Next, the author will share with you some details of the implementation, material production, and volume running techniques in Aichi.

After reading this article, friends only need to remember that information flow focuses on two directions:

The first is the material . Do everything you can to make good materials and test them in turns. Good materials can ensure that your front-end lead costs are low!

The second is the backend . The docking of backend sales needs to be taken more seriously than docking with any advertising platform! Especially in highly competitive industries, if people are not good enough, provide training; if the model is not good enough, change the docking model.

Finally, thank you all for reading. If there are any inappropriate comments, please feel free to give me your comments.

Author: Wen Hao

Source: Aichisem