Guangdiantong account establishment, targeted classification and path landing page production

1. Guangdiantong account establishment

The overall setup of a GuangDianTong account is relatively simple. Here we will talk about the relevant settings. When it comes to advertising, only when the functions are set up properly can the effect be good. Therefore, you need to be careful when setting this link.

Compared with Baidu Toutiao, Guangdiantong has fewer settings and is easier to use. Here are some detailed explanations.

The first level of account-level settings is daily budget. Generally, a maximum daily limit is set. Generally, there is no limit unless your budget is large enough or you have no money to spend.

The planning layer is set up, and the first thing is to set the promotion goals. General industries promote web pages, and a few industries promote applications or e-commerce pages.

After setting the goal, the next step is to set the budget and delivery mode. When planning a budget, you can set a daily budget value, which can be higher or lower than the daily budget. It should be pointed out here that even if the budget is higher than the daily budget, the final account consumption will not exceed the daily budget, and account consumption is prioritized based on the daily budget.

Guangdiantong has two delivery modes, while other platforms generally have two or three. Taking GuangDianTong as an example, there are standard delivery and accelerated delivery. Standard, that is, uniform delivery, spending is slower. Acceleration means speeding up the delivery and spending faster.

Then coming to the unit layer, there are many settings at the unit layer, we will explain them one by one.

The first is the advertising format, which is divided into regular and dynamic. Most placements choose regular, but you can also choose dynamic. Normal display means it will display normally no matter what style you set. Dynamic creative ads can be dynamically combined and optimized by themselves.

After the advertising form, the most core part of the information flow comes - targeting. There are many settings in the directional settings, which will be explained in detail later. It is important to know that directional settings are critical. It is directly related to your results and the quality of leads, so you should put it in the second part and explain it in detailed words.

After targeting comes the advertising space. The example given here is Tencent Guangdiantong, whose advertising space includes three major blocks: QQ/Tencent Information Flow/Tencent Music, Tencent News and Tencent Video, and Youlianghui. Baidu and Toutiao also have their own advertising spaces. When placing advertisements, we can choose which media to place advertisements based on our own user groups. Regarding these three ad positions, each of them has a lot of traffic. I will tell you in detail how to place it later.

After the ad slot, it’s time to set the schedule and bid. The so-called scheduling refers to the time period for delivery, whether it is long-term delivery or delivery within a certain date range.

Delivery time: all day or a specific time period.

There are three bidding methods in Tencent Guangdiantong. CPC (per click), CPM (per impression), OCPA (per conversion).

Below the bidding method, is setting the price.

In addition, below the bid, there is also a depth bid, which will be explained in detail later.

After the price is set, it is time to fill in the ad name.

After setting the schedule and bid, it’s time to set up the creative.

The first is the creative form, including pictures and videos. In addition, the styles of different ad positions are also different, including innovative styles and text link styles.

Image and video styles have different requirements (such as size requirements), and you need to upload materials according to the requirements specified by the system.

After selecting the creative format, it is time to upload the title and subtitles.

There are word requirements for titles and subheadings. It doesn’t matter if you don’t know how to write. There are copywriting assistants and dynamic word packages later. These information flow platforms such as Baidu and Toutiao also have them.

After filling in the title, you need to upload the material. When uploading materials, there are smart mapping, quick mapping and selection from the material center. These mapping tools can be put to good use.

There are also additional creative options, such as adding a phone number, form, or consultation.

Creative categories and tags also need to be set up. The creative classification refers to the industry category in which your business is located. For creative tags, you can add some intent words, mainly short and large words in your own industry.

Finally, you need to set up the landing page. Select Custom and Pathway in General. Customization is your own link, and Qiji is a website building tool for the Guangdiantong platform. Similar to Qiji are Jimuyu for Baidu information flow and Orange website building for Toutiao information flow.

After selecting the page, name the idea and submit it.

When submitting, there is also creative preview and creative detection.

The above are the settings of the GuangDianTong information flow account from the account level to the creative level. Many settings have details, so be sure to grasp the settings of these functions. Only by mastering the details can you place information flow ads with ease and achieve the effects you want.

2. Directional classification of information flow

The previous section describes the settings for each level of information flow. To deliver information flow ads, you need to set up these functions properly so that they can be delivered normally. The delivery of information flow is based on big data, which we can call targeted. There are many directions for information flow, and there are many categories according to different classifications.

For example, according to basic information and interest information, we can divide it into basic targeting and interest targeting. According to function, it can be divided into device targeting, weather targeting and so on. Of course, there are other orientations, too. Different channels have different targeted classifications. Let’s take Guangdiantong as an example to explain:

The first is the demographic attributes. include:

Geographic location: You need to set the geographic location where your ad is placed.

Age: set according to your business population.

Gender: set according to your business population.

Educational background, marital status, parenting status, work status, property status, consumption type, spending power of game users, consumption level, and residential community prices can all be set according to your business group.

Generally, except for geography and age, many options are not restricted in actual delivery. Of course, some industries also need to be set up, such as the academic education industry, the academic degree orientation needs to be set up. In short, specific analysis should be done for specific industries.

User behavior targeting mainly includes behavior targeting and interest targeting.

There are many secondary and tertiary categories in interest targeting and behavioral targeting, and you can choose categories according to your business group. In addition to checking categories, you can also customize and add intent tags, i.e. intent words. You can search and add, or add in batches.

Customized crowd, that is, crowd package, needs to be set up first and then checked. Regarding the setting of crowd packages, a separate article will be taken out to explain it to you later.

After customizing the audience, the next step is device targeting. These targeting methods do not have a particularly significant actual effect on promotion and can be unlimited. Let's look at their categories, mainly:

Device brand and model, Internet access scenario, operating system version, networking method, mobile operator, and device price.

Industry selection mainly involves selecting high-quality industry labels, which requires a paid service.

Traffic source attributes mainly include mobile media type and WeChat public account type.

Weather orientation mainly includes: temperature, UV index, clothing index, makeup index and meteorology.

The above targeting is currently the case for GuangDianTong. As the platform is constantly being adjusted and optimized, these targeting may also be fine-tuned in the future. But the general direction will not change. Of these targeting, the most important ones are demographic attributes (also known as basic targeting) and behavioral interest targeting.

Demographic attributes are related to the breadth of your advertising, while behavioral interest targeting is related to the depth of your advertising. Demographic attributes have a lot to do with exposure and clicks, while interest targeting has a lot to do with effectiveness and lead quality.

Therefore, it is important to control the effect of information flow and optimize the targeting. As for GuangDianTong, it is necessary to optimize basic targeting and behavioral interest targeting.

Although each information flow platform has its own platform characteristics, their orientations are similar and not much different. Once you master one channel, it is not difficult to master other channels. Platforms can be integrated with each other. By discovering more and summarizing more, you can quickly master different channels.

3. Path landing page production

Guangdiantong’s landing page production platform is called Qijing, which is much simpler than Baidu’s Jimuyu and Toutiao’s Orange website building. We can create a page after clicking on "Path".

Its interface mainly includes three parts: content, marketing and layout.

The content includes: title, link, picture, gallery, carousel, button, video, text and product showcase. Just look at what content you want and click to add it. It is very convenient.

The marketing aspect is very important, and the content includes: forms, ticker tapes, coupon distribution activities, lucky draws, phone calls, consultations, QQ customer service, multi-line communication, maps, stores and WeChat coupons. Many of these tools are very useful, and more can be added to the page.

The following layout is used less frequently, including dividers and splicing components.

These are the overall page creation functions. You can add content by clicking on a component. It is very convenient and much simpler than building websites with Baidu Jimuyu and Toutiao Orange. You can try to do some. Just upload pictures or videos and add text.

After the GuangDianTong page is created, check it again. If it is correct, you can submit it for review. The review process usually takes between half an hour and three hours. As long as it does not contain any illegal words, it will generally be approved.

In path making, the design of the form is more important, which will be discussed in detail later.

The landing page has passed the review. Now, a GuangDianTong account can be launched normally. GuangDianTong’s data reports do not have many dimensions, and the data analysis is relatively simple. I will explain it in detail later.

Author: Houchang College

Source: Houchang College