If the purpose of promotion is to focus on quantity, then the plan should focus on the information flow of landing pages. The daily bidding flow of landing page information flow is relatively large, about 200-250 million. The information flow on the landing page is divided into small information flow pictures and large information flow pictures, and the small information flow pictures should be the main one, because the background will control the display frequency of large information flow pictures, which requires no more than a certain number of displays and is expensive.
In addition to the information flow chart, the account also needs to cooperate with the application download plan, and the general application download plan cost will be relatively low. The combination of information flow and application download can not only realize traffic, but also reduce the overall cost of account.
If you don't ask for quantity and just want to reduce costs, it is recommended to give priority to application downloading. After all, the application download class directly enters the download after clicking the advertisement, skipping the landing page link and avoiding the loss of this link.
2. How to face the crowd?
Contrary to Guangdiantong, today's headlines should not carefully set the audience at the beginning of the launch.
First of all, today's headline advertising is based on the user model. Even if the types of users are not restricted, the released users will not be very outrageous.
Secondly, there are many frequency control rules in today's headlines. If the early audience is too narrow, it will be particularly difficult to open an account.
Thirdly, the same group label definitely has different positioning for users on different media platforms such as data technology, Broadcom, Baidu and Today's headlines.
Of course, if the products promoted have a particularly clear audience, that is another matter.
3. Budget and bidding
In terms of budget and bid, today's headlines are also very individual.
A. The actual consumption of today's headline plan is far below the budget.
B with different daily budgets, the number of advertisements displayed during the overall delivery period varies greatly.
It is very different from the budget setting of Guangdiantong and Baidu bidding accounts. For a new account or a new advertising plan, the budget for today's headlines must be large, and the minimum daily budget should reach 100000 yuan. Because today's headline advertising background delivery mode is segmented.
For materials with low click-through rate, if the click activation rate is high, the bid can be raised appropriately, so as to obtain more exposure and more quantity. If the click rate is low and the click activation rate is low, you must lower the bidding setting and close the advertising plan.
4. How to monitor?
I believe this is an unavoidable problem in all promotion. Today's headline monitoring is relatively simple. It is suggested to use speech data for monitoring, API docking with today's headlines, and report click idfa data in real time, which can achieve accurate matching. The call data can display the data in real time, which is convenient for timely optimization.
To create a short-chain link, you need to put it in the background of the conversation data. As shown in the figure below, fill in the download address with the address that needs to jump, and the speech data will automatically generate a tracking short chain.
In the background of today's headlines, link the landing page address and fill in the landing page address that needs to be placed. Fill the third-party click monitoring link with the tracking short chain created in the background of the above speech data. In this way, you can see the activation and registration data of this advertising plan under the tracking short chain in the background of speech data. Different advertising schemes use different advertising tracking links, which is convenient for observing the effect of advertising schemes and optimizing them later.
Why not limit the audience?
1, the headline itself regards advertising as information flow consultation, based on the user model, and this model has been dynamically adjusted every day for three years, so even if it is unlimited, it will not be very outrageous for users.
2. User tags are dynamically changing. The new DAU of headlines is 400,000+every day, so user tags are changing every day. Therefore, if the audience is limited, other traffic opportunities may be lost, so it is better not to limit.
3. There are many frequency control strategies for headlines, which are not good for quantity, but are a guarantee for the real display of advertisements.
4. For example, do you think the advertising system will 100% cover this crowd after setting the label of "digital technology"? First of all, the "technology digital" label that the system thinks is not necessarily the same as what you think. Secondly, the increase in the source of tag acquisition in the era of mobile big data will lead to tags being no longer as simple as in the search era. So, don't be superstitious about the data labels of any advertising platform (including our headlines today). Everything is based on data feedback.
Why is the budget so high?
1. Today's headline advertisements are given in stages, which is different from Baidu and Guangdiantong. For example, the scheme with a budget of 1 10,000 is theoretically allocated to the exhibition of 1 10,000, but the backstage may be divided into 10~20 times, which will lead to less money and less equivalent allocated to the low-budget scheme. Severe data fluctuation will affect the mood and judgment of the people who put it in, and the slow and stable CTR will also make the planned eCPM uncompetitive. When the competitiveness of eCPM is gradually improved, the traffic distributed in the background will be less and less, forming a negative cycle.
2. High budget can increase the weight of the plan, get more original traffic from the background, and help to quickly improve eCPM.
Why close comments?
Because everyone in China knows that if you don't agree, you will be scolded. Just like Taobao, bad reviews will have an impact on users who click on advertisements later.