The practical process of placing Guangdiantong information flow ads!

Which industries are Guangdiantong information flow ads suitable for? How to build an account? What should be paid attention to during the construction process?

Today I will show you how to deliver Tencent Guangdiantong information flow ads.

Tencent Guangdiantong Channel Analysis

Platform advantages: wide coverage, high daily activity, strong user stickiness, a wide audience of young users, and more suitable for brand promotion;

Disadvantages of the platform: There are many platforms, the audience is relatively wide, and most of them are large in volume, which makes it difficult to be precise.

Placement location: Moments, public accounts, mini programs, Tencent News, Tiantian Kuaibao, QQ client, browsers...

Advertising suggestions: education, social networking, e-commerce, novels, games, light industrial products, etc.

Tencent Guangdiantong account establishment

In fact, Tencent Guangdiantong advertising is very simple. I will sort it out for you according to the steps below.

1. Create a new promotion plan

Enter the backend and click [Promotion] to see the promotion plan, advertisements, advertising creatives, products, keywords, click the promotion plan, and click [Create New Promotion Plan].

2. Build a promotion plan

① Promotion target

Includes: product promotion, application promotion, sales lead collection, brand event promotion, etc.; if you want to acquire customers through advertising, just select "sales lead collection". The first three are usually used more often.

Note: Product promotion does not only refer to some physical products (clothes, shoes), but may also be a course, a service, franchise content...

② Delivery method

Tencent Guangdiantong information flow advertising delivery methods include "standard delivery" and "accelerated delivery". Standard means smooth delivery, and accelerated means accelerated consumption, which is a large-scale operation. You can just choose the standard one.

③Planning and budgeting

You don’t need to set the planned budget for now. You can set it at the ad level and then submit it.

3. Unit level construction

①Advertising space

There are two types of ad placements: "Automatic placement" and "Specific placement"

Automatic placement: system recommendation, intelligent matching ads

Specific placement: You can choose the placement you want to place your ads on, including: WeChat Moments, WeChat public accounts and mini-programs, Tencent platforms and content media (Tencent Kandian, QQ Tencent Music and Games, Tencent News, Tencent Video)

Note: Because "Youlianghui" is a Tencent alliance advertisement, although the volume is large, the quality is very poor, so it is generally not placed.

② Orientation

Tencent Guangdiantong targeting is mainly divided into three parts: basic targeting, interest targeting, and crowd packages, which can be combined.

Basic orientation: region, age, education, etc.

Interest orientation: behavior, interests, etc.

Crowd pack: including the crowd pack recommended by the system or the crowd pack you create yourself

Direction 1: more than 100 behavioral words; 30-100 interest words

Targeting 2: Single intention, the category contains the most relevant ones for you, no limit on behavioral interests, direct delivery intention

③Automatic expansion

1) Unbreakable orientation: Please note that it cannot be broken through. After the county level, it will not expand outward.

2) Expand seed population packages: The system will expand more similar traffic based on the seed population packages you provide. To expand the seed population, you can choose some converted populations to place ads, such as those who have converted before, and expand the conversion-related keywords based on these seed packages.

4. Bidding method selection

Finally comes the bid, including Ocpc and Ocpm. In the early stage, you can test and run them together, or you can run ocpm first. Comparatively speaking, the amount of data run by ocpm is relatively large.

① Bidding type: manual bidding, automatic bidding. If manual bidding does not increase the volume, then try automatic bidding.

② Bidding strategy: prioritize volume (recommended), stabilize volume, prioritize low cost

It is recommended that you first "get a stable volume", because the compensation standard for priority volume is 130%, and the stable volume is 120%.

③ Bid: If there are multiple positions, you can choose "Bidding by Position" and set different prices for different positions

④ Minimum quantity from one piece: It has the same meaning as the minimum quantity from one piece for huge quantity, so I will not elaborate on it.

5. Creative building level

There are two types: "Custom Creative" and "Dynamic Creative (Programmed Creative)", and custom creative is generally used.

The creative construction is consistent with Baidu Information Flow and Juliang. In the early stage, you can choose the first three: horizontal video, vertical video, and horizontal large picture, and add them later.

Next up are copywriting, landing pages, and conversion assistance, including: action buttons, button copywriting, labels, data display, lead collection, consultation…

Just write and build according to the product features and needs.

Summarize

The above is the process of building Tencent Guandiantong information flow advertising.

Author: Houchang College

Source: Houchang College