Information flow those things

Editor's introduction: Information flow advertising is very critical for advertising marketing, the author of this article combines his own work experience, from the advertising process, creativity and targeting, cost and budget, material and copywriting and other aspects of the analysis, interested in taking a look, I hope to help you.

Information flow advertising as a trend of development is already an indispensable part of marketing. In the traffic pool of each platform, business owners accurately locate potential users through tags, laying the foundation for product exposure and service push.

As a beginner in information flow advertising, I only use this document to sort out the recently learned content, the text is mostly a huge amount of process, the author believes that the learning and operation of the account (tool) is only the foundation, understand the principle. An effective advertising optimizer needs to pay more attention to multi-dimensional content including account adjustment, creative analysis, user psychological analysis, and data analysis. Of course, mastering more efficiency tools is also an important way to improve productivity, in view of the author's current experience in information flow delivery, the efficiency tool content will be added later.

Below, the author will share the learning content from the dimensions of advertising process, creativity and targeting, cost and budget, material and copywriting, operation and analysis, etc., if there is any deficiency, please correct the big guys.

In-feed ads are native ads that users actively push and mix with offers/features when using Internet products/services/features. If you don't pay attention to the words "Promote" and "Advertising" that appear around them, you may not notice that it is an advertisement. Common with social media and information products. This includes text, images, videos and short videos.

First, the development process of information flow advertising is as follows

2. Common types of in-feed ads

Including small pictures, large pictures, group pictures, video patches, open screen materials, etc., the specific cases are as follows:

Third, the analysis and comparison of different types of information flow advertisements

Fourth, the explanation of common terms in advertising

• eCPM = cost * CTR * CVR * 1000;
• Billing per impression = next eCPM+0.01
• oCPM: Charge by impression, show by performance, bid at target conversion cost, and pay the most for auction ads;
• Per-click billing = next eCPM/estimated click-through rate +0.01;
• CPM: Charge per impression, bid at cost per thousand impressions;
• Per-click billing = next eCPM/estimated click-through rate +0.01;
• oCPC: Charge per click, show by performance, target conversion cost bidding;
• Billing per 1,000 impressions = eCPM +0.01 for the next bit;
• CPC: Charge per click, bid per click;
• Billing per 1,000 impressions = eCPM +0.01 for the next bit;
• CPV: The playback reaches ten seconds and begins to charge, and only supports the effective playback cost bid of the video;
• Billing per active playback = eCPM for the next bit / estimated playback rate + 0.01;
• CPA: Charged by conversion volume, target cost of conversion bidding;
• Billing per conversion = eCPM for the next digit / (estimated playback rate * estimated conversion rate) + 0.01;
• CTR: This is the click-through rate. Click-through rate = Clicks/Impressions. The people, regions, bids, and creatives set in the delivery strategy are all important factors that affect the level of click-through rate;
• CVR: Conversion rate, a measure of the effectiveness of CPA advertising, in short, the conversion rate of users clicking on ads to becoming an effective activation or registered or even paying user (adjusting the crowd strategy);
• CPS advertising is paid in proportion to the commission, and the advertiser pays the advertising site sales commission fee according to the actual number of sales generated after the advertisement click in order to avoid the risk of advertising costs;
• CPT: Billed by delivery period (rare);
• CPD advertising: the cost of display in one day, which is simply understood as "by day package position", but will guarantee the amount of impressions;
• GD Ads: Guaranteed delivery of ads. Supplementary fixed-bit insulation advertising, that is, the fixed-bit advertising form that is sold according to the advertising display volume agreed in advance. GD ads will appear in the fourth place of the day, one of the first six times the user refreshes the recommended channel;
• ADX: Internet advertising exchange, which links DSP (buyer platform) and SSP (seller platform), through access to SSP to gather a large amount of media traffic, so as to collect and process data belonging to the advertising target customer, Ad Exchange is a trading place to achieve precision marketing;
• DSP: Demand-side platform, is to provide advertisers, agencies with a comprehensive management platform, through a unified interface to manage multiple digital advertising and data exchange accounts;
• SSP: i.e. the supply-side platform. Common platforms are Baidu SSP and 360SSP. Supply-side platforms enable media owners to also intervene in ad deals, making their inventory ads available. Through this platform, media owners expect their inventory ads to receive the highest effective CPM without having to sell them at a low price;
• DMP data management platform is a platform that integrates scattered multi-party data into a unified technology platform, standardizes and subdivides these data, so that users can push these segmented results into the existing interactive marketing environment;
• RTB is a real-time auction trading model, advertisers in the choice of RTB auction model means that advertisers after passing the qualification and creative review, free to select media resources, you can at any time to serve ads, adjust ads, stop ads. At the same time, it can also independently set the crowd of bidding to buy to achieve accurate orientation, and when bidding and purchasing, the DSP platform will choose whether to buy traffic. RTB is good for accurate display ads and promotes conversions, and the overall price of RTB is low, so advertisers can better control conversion costs. But RTBs have thresholds for data and algorithms. In addition, the platform for RTB docking is ADX;
• RTA is a real-time interface, is the real-time judgment of traffic before the auction, RTA compared with RTB, after the DSP selects the crowd, one more step to pass the information to the advertiser process, the advertiser combines their own DMP data for the DSP whether to bid a judgment of their own, RTA can provide more data and algorithm guarantee for the auction. The RTA docking platform is DSP.

5. Information flow account opening and delivery process

1. Information Flow Account Opening Process

Taking Douyin as an example, at present, Douyin has cancelled the account opening fee, but it needs to open an account through an agent, otherwise it cannot be recharged or advertised. Merchants need to provide the company's business license, legal person ID card and other qualification documents to open an information flow advertising account. After completing the account opening, it is necessary to verify the public verification, that is, the media needs to verify whether the public account provided by the account opening is really valid. The general media will give the advertiser a few cents to the public account, and after the advertiser receives the payment, he will fill in the amount of the payment to complete the verification.

Finally, the recharge amount has a minimum amount limit, and the minimum recharge financial of different platforms is inconsistent. Once you've completed the recharge, you can start the ad serving process.

2. Create a new account to serve ads

1) Prepare materials before the new account is launched

• Communicate with advertisers, confirm the ad delivery link, and use it directly when creating an advertising plan in the future;
• Prepare materials in advance, including copy, images, videos, orientation packs, creative tags, etc., and upload videos to the library in advance. Write advertising copy and organize it into separate files to avoid temporary adjustments or modifications when running ads;
• Pay attention to the account joint survey to ensure that the data can be returned after the ad is served.

3. Create a new ad serving plan process

Create an ad set – Create an ad plan – Upload ad creative.

The specific settings are as follows:

4. Summary

The account operation of the advertisement is only the use of the tool, if you just learn the common operations of the account and the button click, you can learn it in three days. The point is that we need to understand the meaning and value of each button (function) in order to complete the delivery work more efficiently and accurately in the actual business.

6. Directional disassembly

• Region: Generally deduct remote areas, such as Hong Kong, Macao and Taiwan, individual customers will choose to deduct Xinjiang, Tibet and other places, depending on the specific situation. Note that when the coverage of the crowd is too small, it is difficult to run the amount;
• Gender: The new plan proposes to select all of them, and later adjust it according to the specific transformation situation;
• Age: The new plan is recommended to select all, and it also needs to be set according to the specific product, and later adjusted according to the specific conversion situation;
• Custom &; Behavioral Interests: Not recommended to use together unless using custom crowd exclusion packs;
• Behavioral interests: including unlimited, system recommended, custom three options. User scenarios are recommended to be selected in full, the time is recommended within 30 days, and the categories and keywords can be referred to and recommended;
• Interest-oriented behavior Interest operation is similar, and interest and behavior groups are combined;
• Douyin: The new plan is recommended to be unlimited and improve the range of people, unless special requirements or specific products;
• Platform: The default is selected all, unless the assessment is a software package;
• Equipment classification; Network: Unlimited by default;
• Installed users: App ads suggest filter installed users;
• Filter converted users: it is recommended to select the maximum range;
• Filtration time: selected according to actual needs;
• Article classification: only for the headline position;
• Operators, new users, mobile phone prices, professional status: choose according to actual needs;
• Intelligent volume: the new plan is recommended not to start, the running volume can be considered after the use, after the opening of a period of cost fluctuations;
• Customize how crowd packs work: Select tags – add – create names – push to this account. Note that you need to select Automatic Updates;
• Expand the crowd package: Routine use of similar groups, the final coverage of the population is recommended to choose 80 million and below.

Creative Categories & Labels:

• Brand words: the brand or peer competitor brands;
• Product words: this product and upstream and downstream related products;
• Function/Demand/Pain Point Words: The needs and pain points of the functional level users of the product;
• Crowd words: crowd special words, such as occupational name, salutation, age, gender, income, etc.;
• Popular traffic words: The more popular words or time at the moment can attract more traffic exposure;
• Celebrity words: Celebrity fans who match the user's attributes can try to add the star name;
• The plan that has declined, you can try to change the creative label, let the system change a wave of people to re-explore, can play a role in expanding. The same set of materials, you can also build more plans, set different labels, reduce the amount of grabbing between each other;
• Note that creative categories and labels need to be prepared in advance in excel in a vertical format for easy delivery.

7. Budget and bidding

Consumption is a concern for optimizers all the time, after all, it is a direct proof of performance and work results, and the following are some of the basic knowledge and techniques of the two bidding methods classified by the author.

1. Manual bidding (regular delivery)

1) Three bid strategies for manual bidding

• Priority running volume: accelerate the launch, spend the budget as soon as possible, the early stage may exceed the cost, suitable for customers with sufficient budget;
• Balanced delivery: uniform delivery throughout the day, the upfront cost is relatively stable;
• Control the upper limit of cost: as far as possible to make the cost relatively stable, the consumption rate is relatively slow, suitable for small budget customers, to prevent the cost of explosion.

2) Considerations for manual bidding

• Manual bidding fits the target cost bid, the budget is generally as sufficient as possible, it is recommended to set more than 1000 times the bid, but it is not recommended to set an infinite size.
• The minimum value of the budget and balance is the real budget, so it is not enough to release the budget, but also to ensure that the balance is sufficient.

2. Automated bidding (volume delivery)

Automatic bidding pursues a more aggressive amount of volume, accepts the cost of floating, and at the same time exchanges more running volume (conversion number), which allows the system to learn the crowd model faster, and after the learning period, it can try to optimize the cost.

1) How to play automatic bidding

• The initial budget should be small, 500-5000 is recommended;
• Need small steps and fast running (multi-frequency small amount), each amplitude of 500-5000 can be;
• Run to 80% of the budget, try not to hit the line, otherwise put the budget period, easy to explode costs or empty consumption;
• The initial budget must be restored at 0:00 the next day, otherwise the cost will be exploded;

Regarding the initial budget proposal:

• Single-digit assessment costs, initial budget recommendations of 500;
• The appraisal cost is in 2 digits, and the initial budget proposal is 1000;
• The assessment cost is about 100, and the initial budget proposal is 5000-10000;
• The assessment cost is about 300, and the initial budget recommendation is 15000-30000;
• The assessment cost is about 500, and the initial budget is recommended to be 30000-50000.

2) Considerations for automated bidding

• There are automatic bids, manual high probability does not run, it is recommended to separate the account test;
• The control of automatic bidding cost is controlled by the budget, the higher the budget, the higher the cost, so it is recommended to check "My expected cost is not within this range" when setting, set the target cost by yourself, and prevent the gradual increase of the budget cost with the release;
• Automatic bid volume: need to be stable for at least a week or more, in order to consider trying to retract the initial low budget in the early morning of the next day, but the next day's initial budget still needs to be appropriately reduced, after the budget, if the cost is high, it can be appropriately reduced, giving the system a signal to reduce costs;
• If the cost of an automated bidding plan is too high, instead of increasing the bid, it adjusts the budget.

8. Copywriting and cards

Copywriting is another content that attracts users to click on in addition to the creative material, and good copywriting can increase user trust and guide users to click to increase conversion rate. The following will analyze the video selling point copy and card.

1. Common tools for copywriting creativity

Account Backend - Title Recommendation; Huge Creative - Magic Pen Tool (Title Recommendation); Appgrowing

2. Running copywriting skills

• Use more short sentences: the readability of short sentences is strong, which can improve user interest;
• Use reinforcing symbols: for example, highlighting what is meant;
• Repetitive content: Repetition can deepen the user's image of the advertising copy, and the most classic brain platinum advertisement is through a large number of TV advertisements;
• Use of Arabic numerals: the Chinese characters and Arabic numerals that the user is most exposed to and can quickly understand, the Arabic numerals in Chinese characters and the Chinese characters in Arabic numerals, the differences in expression;
• Learn to use platform endorsement: Large platform endorsement can increase user trust in ads. Sometimes a short sentence of platform endorsement can attract the attention of users more than a large paragraph of well-designed copy;
• Use dynamic word packages; Circle the crowd: make users have a more sense of substitution, improve the copy click rate;
• Stimulate the psychology of comparison: most users have a comparison psychology, just as in real life women compare bags, men compare shoes;
• Poke pain points: The most direct and effective copywriting writing skills, but you need to pinpoint the users who have these pain points.

3. Common copywriting routines

• Finally happening: finally find this weather forecast, accurate forecast at what time it rains;
• Must Read Must Play: A Must See at Home for Ages 4-6! Children's thinking to choose the leader of children;
• Ask a question: Don't you dare speak English? 0 yuan to order "daily e lessons" to teach you to learn quickly;
• Manufacturing Scarcity: Limited to buy once! 20 yuan = language (reading + writing) + mathematics;
• Herd psychology: {district county} primary school families are using this app to help homework, super worry-free;
• Notice Reminder: Notice: Qi Niu Business School, 0 yuan can learn financial management! Today only;
• Shocked exclamation: Shocked! A 3-year-old child knows so many Chinese characters, and it turns out that it is because;
• Fear of loss: Regret now that I know that children learn so many benefits to children's programming.

4. Card design

• Main image: to highlight the most core content or endorsement, you can make the logo, you can also make other;
• Theme: Don't brand words, because the source part has a brand, there is no need to repeat, directly put the most core selling points;
• Promote selling points to write the core of other selling points;
• Source: Generally write the brand name, but can be with a suffix.

9. Landing pages and transformations

The landing page is the direct carrier to guide users to convert. A good landing page design can increase the degree of trust, shorten the conversion path, and improve the conversion rate.

1. Precautions for landing page design

• The landing page is set up, it needs to be saved and published, and it can be launched after the review is completed, so the plan needs attention to open;
• The landing page can be transferred to other accounts of the same entity;
• Transfer to another account and the link will be lost! Be sure to pay attention to re-adding, otherwise it will cause only consumption without conversion;
• After the design of the landing page can not be frequently modified, it is best not to modify, otherwise it will be judged by the system to tamper with the floor page, will be rejected to land the page, that is, there is no display at all without consumption;
• Do not put things that are difficult to load in the landing page, such as large pictures, videos, etc., the loading speed is too slow to cause users to jump out and the conversion is interrupted;
• You can't add a conversion link throughout the process, and it's easy to be rejected;
• The floor page should not be too long, generally 1-1.5 screens (except for the novel industry).

10. Script; Actor; Film

1. Screenplay

1) 3 principles of script review

• Imagine the final film effect, judge whether it meets the customer's requirements, whether it is attractive enough, including the state of the actors, shooting scenes, etc., BGM, etc.;
• From the user's point of view, whether the film can impress the user;
• From the perspective of media distribution, whether this film has the potential to run and whether it can bring value to the media.

2) Script review key points

• Plot characteristics: The requirements for the plot at different stages of development in different industries are different. Emerging products or services need a period of introduction to persuade users, such as financial management courses, children's programming, and for industries that have developed and matured, it is more attractive to go straight;
• Golden 3/6 seconds (3/6 seconds before the video): The first 3/6 seconds of the line and the picture determine whether the user can stay, which is the first step in the conversion of the solid line, and it is necessary to establish expectations. Whether you can catch the user in an instant. If not, you can deliberately retain users and attract users through a variety of elements such as lines, pictures, music, conflicts, and characters;
• Line: Deliberately poke the pain points through open screen copywriting, three-screen copywriting and directly speaking, circle the crowd, throw away interests, and improve expectations;
• Screen: Select visual wonders that the user is interested in, familiar with, and has never seen before;
• Music: Common popular music can guide users to look forward to the follow-up trend of the video and the content of the video;
• Conflict: Most netizens have a gossipy heart, love to watch hilarity, and conflicting beginnings can attract the curiosity of users;
• Character: attract users through character charm or characteristics;
• Lead out the selling point part: After the first three seconds and before the selling point, is this part of the appeal to the user continuous? Is there a connection with selling points? Is it logical?

The part before the selling point appears needs to play the following role:

Sustained attraction: that is, after 6 seconds of gold, this part can still attract users to watch

Convincing users to convert: This part of the content is somewhat convincing for user conversions

3) Lead to frequently asked questions about selling points

• Users are afraid to be interested in the content;
• The front and back copywriting is not logical and contradictory;
• Lead to selling points part of the content is too long, the user loses patience;
• Lack of targeting of selling points;
• Selling point expression: The direct carrier of the selling point user's determination whether to "receive the conversion".

Therefore, the expression of selling points needs to pay attention to the following points:

• Selling points are stacked, all without showing: tell the user all the selling points. Too comprehensive and without focus, you need to understand: all are selling points = no selling points;
• Too official, not close to the people: the description is too official, not spoken, the user can not listen, can not be associated with their own needs;
• Not enough image concrete: just from the perspective of the merchant to describe the function. It cannot be visualized and concretely so that the user can clearly understand;
• Putting the cart before the horse: the selling point that most attracts users or matches the previous pain points is put first, and the order of succession will also lose customers;
• Video duration estimate: Estimate the length of the time according to the number of words, generally 5-6 words per second. Scripts that are too long need to be cut;
• Whether the idea is old: According to the comparison of historical materials, as well as the existing materials on the market, it is judged whether the creativity is old;
• Audit basic points: product selling point accuracy, customer requirements, media requirements;
• Bonus point - terrier: The script has no settings that can attract user comments and likes, and where to set the stem to be marked in the script. Or add some memes on the basis of the complete script that are conducive to attracting user comments and likes and forwards, which is more conducive to the media judging that the video is a high-quality video and helps to run.

2. Actor

• Before the production of the material, the characteristics of the required actors are determined according to the results of the project review;
• Judge whether the selected actor meets the customer's running volume characteristics: gender, age, makeup, performance style and other dimensions, and can also give the characteristics of existing actors according to the running data;
• The choice of actors can not only look at the mold card chart, but also need to see the films made in history, preferably the same type of product.

3. Slice

1) Several key points of the film review

(1) Whether it is consistent with the script: Whether the video captures the feeling that the script wants. Sometimes there may be a problem of communication between the choreographer and the post-production, and the finished film is not the effect that the script wants to achieve, at this time, if the script is good, you can continue to re-shoot.

Review the first 3 seconds again, whether the first 3 seconds is a flashpoint, with the effect of quickly attracting users.

(2) Picture: The most important thing about the finished picture is that the information is small and prominent, clear and harmonious, and the video producer and operator must know what the user sees, and the picture common problems are as follows:

• There is a lot of information, distracting the user' attention, on the basis of meeting expectations. The less information the better, can let the user focus, too much information, the user to watch the lack of skills;
• The text information on the screen in the first few seconds cannot be understood in seconds. Best to use: short sentences, highly refined videos, user-friendly, easy-to-understand text;
• There are too many subtitle colors, too small or too large or inconsistent, and the position is not coordinated. Generally, a unified color, font, need to focus on the individual settings, font and position need to be comfortable for the user to look;
• The information is too far away, out of the picture. Offline look no problem, in fact, the line will be stretched, key information out of the picture, up and down left and right need to reserve out of the boundary;

(3) Basic problems at the technical level: clarity, tone; the picture is not high-definition and gray. Or the shooting time is not adjusted well, the overall yellow, green, black, etc.;

(4) Key information is obscured: below the video, the information is easily obscured by the title position, the top is too close to the top, obscured by the system setting button, etc., and can be made in equal proportions to make a floating layer for comparing positions and avoiding information occlusion;

(5) BGM and sound effects: Good bgm can be divided into incitement emotions and cooperate with the development of the story. Lead to turns, etc. Therefore, in the review of BGM, it is necessary to pay attention to: whether the BGM selection is appropriate, BGM volume control, the sound effect of the key information, pay attention to whether the BGM selection is appropriate, whether it plays a positive role in the overall user feeling, whether it is dispensable, and whether it is necessary to try different versions of the BGM test;

(6) Volume: it must have an effect on the user's mind, but also cannot interfere with the sound of speaking lines;

(7) Sound effect: the sound effect at the key point, which plays a prominent role in emphasizing;

BGM & Sound Finder Website.

(8) Overall rhythm: Judge whether the overall rhythm is slow. If you watch a video, you will feel like waiting for the next second, this rhythm is not right, and the rhythm of vibrato is generally the video that takes people away. For slower rhythms, it is necessary to set acceleration, delete air vents, invalid shots, etc.

(9) Duration: Classified video duration is recommended, the more single the element, the shorter the time, after all, the user's curiosity is limited. Generally, pure editing video is less than 20 seconds, and the plot can be broadcast within 30 seconds within 50 seconds. Specific analysis.

4. Summary

The creation of video material is mainly done by the choreographer, camera and post-production, but because the optimizer directly faces the market. It is necessary to communicate the market situation with the pre-production team to jointly produce running works. To this end, every picture, every sentence, and every sound effect that appears in the material needs to be carefully crafted.

11. Data monitoring and analysis

1. Data that needs to be monitored on a daily basis

• Consumption: Do not hit the line and then put it, spend about 80% of it to consider putting the budget.
• Budget: Most test period accounts need to set a budget, but run up the impulse period, try to budget as much as possible.
• Account balance: Guaranteed to spend at least 3 days of money, if the impulse period can be more reserve months, timely monitoring, timely recharge. Account balances below 20,000 or monthly consumption below the time period trigger flow control.

2. Daily monitoring plan dimensions

Plan name, plan status, preferred location, plan budget, bid, consumption, cost of conversions, number of conversions (generally consumption in descending order).

3. Program details monitoring

• Data: Consumption trends and tables over time, audience data (gender, age, geography, platform), location data.
• Operation log: Adjustments made in history to make it easier to locate the cause in the event of data anomalies (onset or plummeting).
• Plan diagnosis: The system analyzes the reasons for not running volume, and only makes some references, such as bids and budgets.

4. Media Distribution Traffic Principles

Media distribute traffic based on three dimensions: ad value, user feedback, and user conversion.

1) Advertising value

That is, eCPM = bid * estimated click-through rate * estimated conversion rate * 1000, the value of the ad determines how much to grab.

After the material is launched online, the system will first judge the click rate and conversion rate according to the comparison, estimate the conversion rate, and after a period of time, accumulate certain data, conduct a secondary verification, and re-estimate again. In the end, it will be infinitely close to the actual click rate and conversion rate.

2) User feedback

The distribution principle of the advertising platform system - to show the content that the user is interested in to the user. If you want to run volume, you need to optimize user feedback. Like, comment, retweet, the merrier. User feedback affects the distribution of system traffic and affects the amount of running.

Tabular analysis method: You can initially analyze the competitive advantage of the same type of video of the same duration, the higher the comprehensive score, the more traffic you get.

3) User conversion

If the KPI is successfully met, more traffic can be obtained. If the KPI is not up to standard, after the learning period fails, the customer will ask for a shutdown, and the media will also have an over-cost protection mechanism to stop exploring. User conversion represents the exploration and learning of the crowd model, influencing the system's exploration of more people.

5. Analyze data based on each video dimension

When it feels like you're making a good video and can't run, you can analyze and solve it along the video playback order.

3-second playback rate: Compared with the running volume video or the large disk, the 3-second playback rate is low, and it can be determined that the beginning of the video is not attractive enough to attract users and needs to be optimized.

Solution:

• Paste video: Add the first 3-10 seconds of the video with the click rate of the large market;
• Add open screen copywriting, but you need to pay attention to choosing the needs that users care about most;
• If it is already three screens, you can replace the three-screen copywriting and highly refine the video core;
• Re-edit the opening part and remove the dragging part;
• Follow the rehearsal volume of the actor's video to do the first few seconds, high-quality actors can improve 3 seconds and effective playback rate;
• The length of the average playback time; Conversion rate: These two pieces of data need to be looked at together.

1) The average playback time is short; the conversion rate is low: it means that some of the users introduced are completely uninterested, can not attract users to see the selling points of the product, or users have no feeling for the actors.

Solution: Replace the introduction of part of the content, or say a few seconds of switching running volume actors at the beginning, and quality actors can improve the average playback time and conversion rate.

2) The average playback time is longer; the conversion rate is low: usually the previous introduction part is indeed interesting to the user, but it is far-fetched to connect with the selling point and does not have the conversion convincing

Solution: Optimize the content of the ingestion section, which needs to be attractive and interesting to the selling points.

It is also possible that only the first few seconds are of great interest to the user, but the introduction part before the selling point is too long and too protracted, and the selling point that the user expects is not given in time, and the user loses patience.

Solution: Cut the ingestion section to a suitable short.

Completion rate: For videos with a completion rate, the application will identify users as interested in the video and allocate more traffic.

Solution:

• Cut the short video appropriately according to the needs of the video content. Generally, pure editing video is less than 20 seconds, and the plot can be broadcast within 30 seconds within 50 seconds. Specific analysis.
• Actors: High-quality actors can improve the completion rate; famous teachers, star masters, better oral actors, etc.
• Screen: Rich picture changes, mirror running skills, multi-scene switching, multi-video mixing and cutting, etc. can improve the completion rate.
• Content: The content itself has a point that can continuously attract users for 3-5 seconds.
• Staged playback progress: 25%, 50%, 75% playback progress rate: These progress rates are used to help judge how many seconds of the user's specific video is lost, and to determine the user's interest in the content of each stage.

Solution: Every 3-5 seconds before the selling point appears, a new hook is needed to hook the user to prevent churn.

Likes, comments, retweets (volume and rate).

Solution:

• When casting materials, organizing content people to brush several waves of likes and comments is more conducive to running volume;
• When making material, deliberately set up some stems to attract comments and likes. Common terriers are: clever use of typos, humorous descriptions (such as male eggs) to attract user comments and finger mistakes; positive energy videos: selling misery + good people help; public opinion gossip: hand tearing small three, scumbag scumbags and scumbags tearing hate ghosts, etc., because the majority of users have a high degree of recognition of this kind of behavior, and highly like comments;
• Comment content: Comments are sections that must be followed on a daily basis. There is often a phenomenon that the conversion rate of running videos suddenly drops sharply, resulting in a drop in volume. It could be that there were negative comments.

Solution:

• Prompt daily deletion of negative reviews;
• You can mine the problems encountered in the user conversion process from the comment area, the selling points that are most concerned, and the functions to guide video production;
• You can put the problems that users are worried about in the process of conversion, and comment and pin them as the converted users;
• Reply to comments in batches in a timely manner, which can instantly double the number of comments;
• Brushing comments can deliberately create topic stems: for example, only deliberately set in the video, deliberately manufactured separately, such as regional queuing, funny queuing;
• Click-through rate; Conversion rate: Click-through rate and conversion rate are the ultimate goals, and any information reflected in the video will be the image click-through rate and conversion rate.

6. Summary

The premise of data analysis is that there is enough data, and the analyst needs to rearrange the scattered data in a certain logic to finally come up with the cause of the problem. In terms of video, data analysis presents the complete situation of the advertisement and then compares the data one by one.

Sometimes the data can also deceive people, and after drawing superficial conclusions based on the data, you need to further think about the nature of the problem. Dig further into the causes of problems, which is effective data analysis.

12. Advertising creativity

Material is the core of the amount of running, good materials need to be creative, the following will share some ideas to open up creativity.

1. The source of advertising creativity (the most realistic core "borrowing")

• Reference from competitors in the same industry: Video references of other competitors in the advertising industry on this platform;
• Cross-advertising industry reference: The platform's cross-advertising industry and native content video reference;
• Cross-advertising platform reference: all short videos at home and abroad can learn from;
• Cross-industry competition: non-short video circles, all video-related industries can learn from, such as movie classic clips;
• Life Reference: Creative Source Life;
• Pure Originality: From imagination.

2. Commonly used domestic creative monitoring website

• Hot Cloud: http://adindights.cn
• Appgrowing：https://d.appgrpwing.cn/leaflet/list
• TikTok - Massive Creativity: https://cc.oceanengine.com/inspiraction/creative-radar/video?Type=radar
• Kuaishou-Eye Block Creation: https://cc.e.kuaishou.com/inspiration
• Tencent-Creative Center: https://chuangyi.qq.com
• Baidu Marketing - Creative Center: http://chuangyi.baidu.com/inspiraction/user/idea/home

3. Rub hot spots

With popular secondary creations, it will be easier for the system to distribute more traffic.

How to find hot spots: festival hot spots, Weibo hot spots, Douyin hot list, B station hot list, Zhihu hot list, Douban Square, WeChat hot articles (can be viewed in the new list), Baidu wind and cloud list, news, etc.

4. Stemming

Original, set up a topical meme, attract comments like attention. In the full video, some elements that are not related to the topic are deliberately added to attract users to like and comment, even if the comments are not related to the conversion, but they can still bring exposure.

5. Footage remake

The analysis, refinement and application of existing running materials can quickly touch the key points of running volume and quickly make running materials. This method is only suitable for customers whose material remake + micro-innovation can still be raised, and the inner volume of the material has not yet reached the saturation state.

• Determine that the remake is feasible: pull out the recent running material of the customer's large market, as long as the script of similar lines has recently run, and there is a certain proportion (it does not need to be particularly high), it can be remade;
• Disassembly and analysis of running elements: first determine all the key elements that affect the running volume according to different customers, and then analyze and sort out the key elements;
• Regular important elements: core line content, actors, running video type, specific plot mode, venue, first 3/6 seconds, etc. Refer to the broader market;
• Collate and analyze the current broad market performance of these key elements;
• How to determine which material to remake first: use the material monitoring website to sort out the recurring running script lines, and label the same lines with the same name;
• Count the number of times the same script appears in the previous pages and the amount of running material, and this number of times can be understood as the remake using a large probability of running, as a prioritized script;
• How to choose the number of runners: use the material monitoring website to try to select the actors with a large number of running videos;
• Element arrangement and combination: Rearrange and combine all the script lines, actors, material types, specific forms and venues that have been run on the rough market, and give priority to the combination production that has not been on the market so far;
• Efficient film production method: It is important to improve the product rate, because the number of actors must be expensive, but the number of scripts that can be shot is limited;
• Mixed cutting: multiple actors with the same script, multiple actors shooting the same script, and then mixing cut (note that the horizontal vertical version needs to be unified);
• Horizontal layout: processed into vertical version, up and down plus copy, copywriting can be diversified;
• Run volume video plus a variety of different front posts, change the video;
• The first few seconds of the running video retain the audio conversion screen, and the picture becomes animated or edited;
• The running amount of actors only shoots the beginning, which is used to mix with ordinary actors, and the number of shots can be larger;
• Extension of running element: Extending along the key characteristics of running element is a good way to do micro-innovation;
• Extend new lines along the running script lines;
• Extend the new form of the site along the running volume form.

Thirteen, the method of hiding the amount

1) Healthy account structure: General recommendation: 1:2:4 structure, that is, 1 group, two plans, and four materials below each plan. Avoid a large number of plans piled up in one group. Because the same source of the plan will have a certain frequency control, different plans are best in the direction or other settings have differences, to avoid grabbing each other's volume.

2) Clear and logical account structure: general standardization plan naming, the key settings are marked in a fixed position in private capital, which is convenient for data analysis; it can be logically built to ensure that all testable dimensions can be tested to avoid brainless replication. Example: Channel number - Android - Gender - Age - Material name - Creative classification - Bidding method.

3) Grasp the peak of the period: open a new plan 1-2 hours before the general traffic peak period, the period of large traffic, the system explores the range of people is larger, the data accumulation is more, it is easier to learn the crowd model, and it is easier to run.

4) Open the test at different times with the same amount: Different time periods are opened, and the crowd reacts to the advertisement differently. A material should not be tested once and not run up to give up, disperse a few more time periods, explore the different user groups, users at different times, different states of the acceptance of advertising is not the same, and due to changes in the competitive environment, the conversion effect will also change.

5) Multi-account entity (customer company name) grab volume: the same entity opens more accounts, or more than a few entities to open accounts can have a greater probability of grabbing the amount. Within the same source, there will be a wave of competition, and then enter the market and compete with other rankings.

Therefore, using more than a few subjects and opening a few more accounts can increase the probability of entering the large market, as follows:

The material that runs the top 1 in the same account will suppress other good materials, and other good materials can also run in the new account.

Many large customers will separate multiple entities to open accounts, in order to disperse internal competition and raise costs.

6) Diversified tests, let the same material explore different people: not the material that runs well is the same kind of people who explore! This can be achieved through different targeting, creative categories and tags, different time slots, increased bids, and more.

Different orientations, creative categories and labels will circle different groups of people, and can also link internal competition between the same set-up plans.

Different periods of time are different, and the status of people at different times is different.

Increasing bids, determining eCPM rankings, and changing the order of exposure to competitors also need to lead to better conversions.

7) Change the ad title frequently: The system does not look at a single video or picture material, but uses the video + ad title as a unit to judge the degree of repetition. To this end, the steel pipe headlines of each plan are as diverse as possible, and the advertising titles of different plans are best differentiated.

8) Daily infrastructure balance: the account that runs well is generally built daily to maintain a certain number of proposals, try to avoid only Monday to Friday to build, weekend rest or idle on a large number of check out the amount of several days, the rest of the time is not built, every day in batches.

9) Material balance: 7 days a week, it is best to new balance the material every day, and maintain a fixed number of new materials. Avoid stacking old materials when there is no new material or building it all at once after getting the new material. The materials are cyclical, avoiding the lack of connection between the old material and the new material. Weekly footage cannot be broken.

10) Material dispersion test, running volume material protection: the same customer gets a batch of materials, it is recommended that different optimizers group the materials, separate account exchange tests, and for the materials that have run up, it is best not to go up on other accounts, reduce competition, and delay the decline rate.

11) Maintain the magnitude and diversity of new materials for each account: the types of materials cannot be too single, and there must be enough new materials for the running volume type. Creative diagnosis has a key indicator; the diversity of creativity is reflected in the fact that there are enough new materials to continuously obtain the opportunity to show, and the same material types are more, and the exposure opportunities will be more.

Frequency control logic: Filter ads that users have seen through or too many times of the same kind.

• Skillful use of the assault method: It is best to build a state of balanced construction on a daily basis.
• Quantity Assault: Maintain the balance of the number of daily materials and plans, choose a day to double the number of materials, plan the number of plans, and explode
• Holiday Raid: When choosing a holiday, other accounts reduce the workload, the number of materials, the number of plans doubled, and the explosive amount
• More reserves before the peak of traffic: the holiday traffic is large, and the last day before the holiday (such as Friday) reserves more new plans, which is easy to start the holiday. Because the new plan generally has traffic support, coupled with the large traffic during the holidays, there is a chance to run. However, it is important to note that the review rate may be slower on holidays and the last day of the working day.
• High-priced smashing materials: fixed a certain range of budgets, high prices, grab more traffic, run out of some conversions to slowly reduce prices, and continue to run, the materials will be smashed out. Note that this scenario can cause short-term cost increases and is recommended for footage with high expectations.
• Insert and rush: Account construction should remember to cover all advertising positions allowed by the customer, all creative types. Locations and material types with a small proportion of large market running volume are likely to need to be covered because of small competition, low cost and large running volume, but they can not occupy a large energy.
• Select the materials before building: get a batch of new materials, go through the materials first, and give priority to building and opening. Running amount of material can bring an account better quality Degree Buy a good account quality degree can make the general material easier to run volume. Once there is a running volume material, other materials will also have more cost test space. The test period is limited, generally 2-3 weeks, do not waste time, as soon as possible to start the amount.
• Reuse of running element: Running element is combined with others to make it easier to start the amount.
• Run amount of material, with other new materials programmed, other materials are also easier to run
• Running video covers, together with other new materials, can also make it easier to run
• Run the amount of pictures, with the video to make a video cover or video first frame, it is easier to start
• Bid bold, budget, balance open: budget, balance is not sufficient will affect the distribution of traffic, try to open, bids can be bold within a certain range. The budget is not recommended to put one share at a time (except for automatic bidding), the budget of hundreds, 1000 or so is already very low, and the initial budget can be given at least tens of thousands or even hundreds of thousands according to the cost. The initial bid is also as high as possible within the allowable range.
• A few of the best tools to use: automatic video asset generation, automatic bidding, and new media features. Note that there are automatic places where the manual can hardly run. There's some media control here, but automatic bidding is really easier to run out of cold starts.

14. Summary

The above is the complete content of the author's learning information flow optimization during this time. Learning can't be done behind closed doors, especially in an industry where the Internet is iterating so quickly, sharing what you've learned and accepting criticism and suggestions from others. Welcome to the big guys to clap the bricks.

The biggest difference between information flow advertising and mass media advertising is the fine positioning of users, from the previous wide casting net to the current construction of "fish pond". Added targeted crowd packs and ad auction strategies. But their essence is still advertising and marketing.

In the process of advertising delivery, the information flow optimizer needs to have the consciousness of being responsible for the project. After all, for customers, the optimizer is the one who is directly responsible for the performance of the ad. Similar to Internet Product Manager.

I think a qualified optimizer needs to be responsible for the material because it's the direct vehicle for the entire ad. If you just adjust the account, mechanical delivery and mark-up, such people will be "optimized" by technology sooner or later. Therefore, the information flow optimizer needs to communicate with the director, camera, and edit to ensure the film effect internally, and externally, it is necessary to make the results made by everyone as much as possible to the real potential users through refined operation, and help advertisers complete their business goals.

This article is originally published by @Red Note Small Printed by Everyone is a product manager, and reprinting without the permission of the author is prohibited.

The title image is from Unsplash, based on the CC0 protocol.