1 account structure optimization
Clear marketing objectives and set up a clear and reasonable account structure.
The setting of the promotion scheme serves the advertisers' own marketing planning ideas, and there is no fixed normative constraint, but the structure should be clear to improve management efficiency and facilitate later data statistics and analysis.
The following examples are for your reference:
2 directional mode optimization
Targeting is to limit the advertising audience to a certain range and achieve more accurate reach, thus improving the return on investment.
When using directional mode, the following main factors should be considered comprehensively:
In addition to setting the positioning according to the above factors, we also suggest that you use the "posterior" method for the second target user positioning.
Through the "report analysis" → "crowd analysis" of Tencent's social advertisements, you can view the effect data based on geographical location, and understand the geographical location (or the location when they clicked on the advertisement), age distribution, gender distribution and the popularity of your promotion plan in different regions/ages/genders.
Then analyze how to make targeted optimization and adjustment. For example, through analysis, it is found that there are a large number of clicks in a certain area, and advertisements can be placed separately for this area. You can also make an independent plan, allocate budget and design targeted advertising language to further enhance the effect.
We suggest that you use a variety of orientation combinations, try as much as possible, observe the advertising effect under different orientation conditions, and gradually choose the most suitable orientation settings.
It should also be pointed out that:
(1) orientation cannot be too narrow. If the orientation condition is too narrow or cross-multiplexed, the exposure of the advertisement will be too low. When setting orientation conditions, it is recommended to refer to the system estimation at the top of the orientation setting page and make flexible adjustments.
(2) In the same account, advertisements with the same orientation and specifications will compete for traffic with each other. It is not recommended to submit advertisements with the same orientation combination and specifications repeatedly.
3 Promote budget optimization
As for setting the budget amount, there is no uniform standard or law to follow because of the different situation and promotion objectives of each advertiser. You need to master the skills step by step during the launch.
For beginners, it is advisable to start from a small amount. After the launch, it is necessary to pay close attention to the effect data and offline time of the promotion plan, and increase or decrease the budget at any time according to the actual promotion situation.
Offline time refers to (the time point when the cost of the day reaches the budget limit)
Budget optimization can pay attention to the following two points:
(1) The function of even consumption is that the system intelligently and dynamically allocates exposure within the time period set by the advertiser, so as to stabilize consumption as much as possible. However, if your strategy is to get the most exposure in the fastest time, or you are currently in the advertising test stage, you can turn off unified consumption. Unlimited observation of the consumption speed and click distribution of the budget.
(2) If the budget consumption is too fast, consider finely allocating the budget by region and platform. We can check the budget proportion of different regions, platforms or other dimensions through the background report, and then finely split it by combining the effect data with the company's marketing plan.
4 Promotion cycle optimization
The setting of the promotion period is generally based on the active time of the target audience on the promotion platform. It is suggested that advertisers can do a sound volume test first and set the delivery time according to the actual data.
5 bid optimization
The above elements-orientation, budget and time period are the basic settings of advertising exposure. Within the basic setting range, the advertising exposure is mainly determined by two factors.
ECPM (exposure probability) =CTR (click rate) *CPC (click price) * 1000. When the product of CTR and CPC is high enough, sufficient exposure will be obtained.
Suggestions on bid adjustment steps:
(1) Create a new advertisement, upload high-quality advertising materials, and set the initial price to a higher value. For example, the recommended bid range is 0.48_ 1.50 yuan, which can be set above 1.0 yuan.
(2) Observe the exposure and click data of the advertisement:
A. If the exposure of the advertisement is very small, less than 3,000 exposures, please raise the bid appropriately and make a judgment after obtaining a certain exposure;
B. If you have a certain exposure (3000 ~ 5000 or above), but the click-through rate is low, please update and optimize your advertising material in time;
C. If you have obtained a certain exposure (more than 5,000 exposures) and the click-through rate is ideal, you can keep the current advertisement unchanged and continue to pay attention to the data. If you want to get more traffic, you can raise your bid appropriately or replace it with better materials.
(3) Continue to pay attention to advertising data. If the data trend shows a steady upward trend, you can try to gradually reduce the price. If it is lower than the normal level, you can raise the price and re-observe. If the data does not improve after the price increase, it is suggested to give up the price adjustment and update the advertising material.
Therefore, when the exposure of a new advertisement exceeds 3,000 ~ 5,000, we can decide whether to reduce the price, increase the price, suspend or change materials, and constantly explore and optimize the experience to improve the promotion effect.
6 material click rate optimization
Advertising exposure is mainly determined by bidding and click-through rate of materials, so only when CTR is high enough can CPC bidding be reduced, thus reducing the cost of users' acquisition. In particular, the click-through rate is very important. If the click-through rate of the material is low, it is difficult to get large traffic even if the bid is high.
The promotion of material click-through rate can mainly consider the following three points:
(1) Update frequency: According to the user survey and test of Tencent's social advertising operation team, combined with the online behavior habits of Tencent's social platform users, it is recommended that you update the advertising materials every 3-7 days. If the exposure and click-through rate of the advertising materials you put in the new advertising training period (1-7 days) continue to be poor, you can consider suspending or updating the existing materials.
(2) Diversification of specifications: Advertisers are advised to submit all available specifications online to ensure sufficient exposure and avoid the situation that the exposure of advertising space cannot be obtained due to lack of specifications.
(3) Attractiveness of materials: Whether it is attractive or not, people have different opinions, but there are certain rules to follow in mass aesthetics and mass advertising. In click optimization, we will make a simple summary for your reference, but refining different selling points, understanding consumer psychology → making high-quality materials online → testing data → refining summary → constantly analyzing and accumulating experience is the king. I hope everyone can find their own winning secret.
7 advertising click optimization
Click rate (CTR), CTR= click rate/exposure.
For most advertisers (not simply pursuing exposure), the higher CTR, the better.
On the premise of fixed exposure, the improvement of CTR mainly depends on the attractiveness of the material, and the relative CTR is also an important indicator to measure whether the material is excellent or not.
8 material quality optimization
Basic elements of excellent materials:
(1) Clarify the promotion goal: Before making the material, first determine who the advertisement should say, what to say, and what kind of transformation goal to achieve, so that it can be targeted and can be targeted.
(2) avoid duplication: advertising materials do not win by more, so avoid reusing the same materials. Too much repetitive material will make users feel tired and reduce the click-through rate. Just put 1~2 similar advertising materials with the same orientation conditions.
(3) Clear copy: The copy should focus on the key points, be as targeted and attractive as possible, and do not use popular copy. It can be in the form of theme+auxiliary description, and no more than 2 fonts/colors are recommended. Try to use standard fonts instead of deformed fonts and younger fonts.
(4) Simple composition, clear priorities: within the effective advertising size, highlight the key points as much as possible, and keep the complexity simple. Try to use a stable (inverted triangle, vertical) and symmetrical composition (left picture right text, right picture left text), and try to avoid using too many decorative forms. The whole picture should enable users to quickly and clearly perceive the relationship between pictures, words and backgrounds.
(5) Overall coordination: the overall tone and style of the material should be unified, and the background should use solid color, flat and micro-textured pictures as much as possible to avoid using too figurative or eye-catching pictures.
(6) Reasonable size selection: While referring to the above suggestions, you also need to choose a suitable advertising size for your advertising material. Different advertising platforms provide different advertising sizes to choose from, and these sizes correspond to different exposure and click costs. Reasonable selection according to your own needs can achieve better results. If the promotion goal is to get high exposure in a short time with a small budget and enhance the public awareness of the brand, then you can choose a photo advertising space with high daily exposure and low unit price.
9 landing page conversion ability improvement optimization
(1) The advertising material is consistent with or related to the main products on the landing page;
(2) Improve the quality of website production, including rich content and high readability;
(3) Improve your product advantages, including price, product quality, brand and evaluation;
(4) The online help page is relatively perfect, and the customer service response is timely;
(5) self-help shopping tips on shop/product pages, adding user guides and customer service guidance;
(6) Whether there are incentives for new users;
(7) reduce any information that may cause a low sense of security.