Ideas for setting up information flow accounts, a must-read for beginners!

A good information flow account structure helps us refine our delivery strategy and facilitates data analysis and optimization. Many people who have just entered the information flow distribution industry don’t know how to start setting up an account. I hope today’s article can give you some ideas.

Before setting up an account, we need to make the following preparations:

1. Clarify the delivery goals, understand the customer's assessment criteria, and historical delivery data to avoid unnecessary pitfalls.

2. Target population survey. Understand the characteristics and needs of the target audience and form a crowd portrait.

3. Determine the data connection method. For example, if the conversion target is form collection, you can use JS code and X-Path for detection. For application downloads, API and SDK detection can be used.

4. Creative research in the same industry. Collect popular ideas from the same industry, analyze them, and find the right direction for material production.

The account structure of the information flow is divided into four levels: account, advertising group, advertising plan, and advertising creative. The role of each level is as follows:

Ad group: manage promotion objectives and budget.

Advertising plan: manage targeting, billing model, delivery settings, budget bidding.

Advertising creativity: manage advertising space and advertising creativity.

The common construction logic used by the promotion team:

By product: suitable for advertisers with a wide variety of products. For example, e-commerce.

By region: Applicable to advertisers whose businesses have obvious regional characteristics, such as investment and franchising.

By activity: Applicable to brand advertisers with more business activities, such as e-commerce platforms and home building materials.

By material: Suitable for advertisers with strong material production capabilities and relatively single products, such as education.

Common construction logic for promotion plans:

By resource position: Different resource positions have different tones, common creative forms, and traffic conditions. Differentiating traffic during delivery will help refine operations.

By bidding method: Different bidding models have different levels of traffic acquisition and cost control capabilities. The most suitable bidding model should be selected for different delivery needs.

By targeting: gender, region, dmp, interest, platform, etc. Different dimensions cover different groups of people, and targeted splitting plans are conducive to fine-tuning the account optimization.

By material: For example, situational drama materials, oral materials, picture materials, store display materials, and production process materials. Different types of materials have different consumption and conversion capabilities.

Creative commonly used construction logic:

Advertising creativity consists of titles, materials, additional creatives, and functional components. It needs to be analyzed and produced based on the purpose of the launch, product selling points, and user needs.

Author: Aiqi SEM

Source: Aichi SEM