2020 Information Feed Advertising Optimization Guide!

A few days ago, I received messages from many friends saying that they have been working as optimizers for a year but still don’t know how to optimize their accounts.

For example: How often does the account update its creatives? Are there any tips for account bidding? …

In fact, the answers to these questions are all based on data analysis. We need to monitor the data and analyze it scientifically to figure out the principles for optimizing the account.

Information flow advertising optimization logic

When customers tell us they want to improve their performance, we can analyze each process of display, click, and conversion from top to bottom according to the marketing funnel, identify problems and solve them.

1. Factors affecting display

2. Factors that influence click volume

3. Factors affecting activation volume

4. Factors affecting ROI and improvement ideas

To make improvements in these four aspects, we first need to understand what the customer evaluation criteria are.

If the customer's evaluation criteria is only the display volume, then we only need to check the problem from the factors affecting the display volume; if the customer's evaluation criteria is ROI, then we need to check the display volume, click volume, activation volume and ROI from top to bottom. These four are further related. Only when the first three steps are done well can the goal of improving ROI be achieved.

Principles of information flow advertising optimization

The optimization principles of information flow advertising can be divided into three points: data-driven increase in revenue and cost reduction

▲ Data-driven : Based on the feedback from the delivery data, we can judge the effects of each dimension of the account and optimize the good and bad parts in different ways;

▲ Open source : For the parts with better-than-expected or relatively good conversion effects, continue to expand the display volume to obtain more conversions;

▲ Savings : Reduce consumption and control consumption for the parts where the conversion effect is significantly lower than expected;

"I understand the principle, but how do I do it specifically?" Come on, keep reading~

1. Information flow advertising effect matrix evaluation

Any creative ideas from any information flow advertising account can be put into the matrix below for analysis to select the corresponding optimization methods.

2. Information flow advertising optimization methods

Check your creativity and account optimization methods based on these, review your account optimization process, and maybe you will find the problem!

Information flow advertising bidding suggestions

1. Platform bidding features

▲ Bidding characteristics of the client : IOS bidding>Android bidding>PC bidding (only the average, the specific amount needs to refer to the display rights)

▲ Advertisement bidding features : Home page > List page > Content page

2. Bid adjustment suggestions

▲ Depending on the targeted content and bidding environment, you can adjust the bid based on your experience;

▲ For newly launched ads, it is recommended to increase the bid and set a small budget to obtain delivery data feedback and CTR value as soon as possible. The CTR value will only be referenced after the cumulative exposure exceeds 50,000;

▲ It is recommended to adjust the price range within the range of 0.1-0.3 yuan, and pay real-time attention to the changes in the magnitude and conversion after the price adjustment;

▲ The more detailed the targeting settings, the more you need to adjust your prices to win in the competition;

▲ If it is easier to get traffic on the day and the traffic is consumed quickly, you can increase the budget appropriately and bid for high-quality traffic;

Recommendations for optimizing frequency of information flow ads

▲ Account optimization cycle 5-7 days

▲ Account checking frequency : Check the account at least 3 times a day, pay attention to the increase or decrease of the amount of investment in real time, and check for account anomalies;

▲ Material update frequency : Update materials at least twice a week, and after updating materials, there should be no less than 3 sets in each unit. Test the materials and eliminate those with low click-through rate and low conversion rate;

▲ Delivery data analysis : Summarize and analyze delivery data and subsequent conversion data every day to identify the key points of the account, formulate and implement optimization plans, and pay attention to delivery results in real time;

▲ Account adjustment execution : Conduct A-B tests on targeted tags, ad positions, etc., monitor the effects, and optimize targeted combination delivery;

Case

Having said so much, let’s look at a case.

1. Company Background

A certain furniture customization company provides customized furniture services to users. In the past, when it was placing information flow ads on Baidu, it found that the cost was too high, so it wanted to optimize and reduce CPA.

2. Optimize the process

Products launched: Baidu homepage information flow & Tieba information flow

Optimization period: 5 days

Optimization suggestions:

▲ Refined management of account structure: Baidu homepage - focus on keyword targeting, and create creative content with strong relevance based on keywords

▲ Adjust bids based on conversion results and targeting methods: core word unit > recommended bid; general word & product word unit = recommended bid; long-tail word <= recommended bid

▲ Tieba information flow: add category targeting and keyword targeting reuse

As a result, the client’s conversion cost dropped significantly after one week of advertising.

If you review the situation according to scientific account optimization methods, you will find that information flow is not as difficult as you think.

Author: The Director who is good at reviewing

Source: Director of Information Flow Intelligence