1. What kind of advertisement do you create?

Three main advertising spots in today's headline advertisement: application download/? Landing page information flow? /? Break down the information flow on the login page. When downloading an application, click on the advertisement to jump directly to the application download, iOS jumps directly to the appstore, and Android downloads the package directly. The information flow of landing page is to jump to H5 landing page after clicking; The landing page of the paragraph is placed in the connotation paragraph APP.

Three small diagrams of information flow on landing page

Application download

If the purpose of promotion is to focus on quantity, then advertising planning 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 Broadcom, today's headline advertisements should not carefully set the audience at the initial stage. First of all, today's headline advertisements are based on the user model. Even if the types of users are not limited, the users released 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. The optimization of bidding should be adjusted according to the actual data of the platform, not the experience, because the experience and the speed of traffic change are inconsistent. After accumulating a certain amount of data, it is suggested that after the advertising scheme reaches 6.5438+0 million, the audience analysis can be viewed in the background according to the scheme with better cost order, and the audience of the advertising scheme can be adjusted accordingly.

3. Budget and bidding

In terms of budget and bid, today's headline advertisements are also very individual. Look at an account first:

The daily budget of the above advertising scheme is 500 yuan, and the total consumption during the actual launch period is 9.27 yuan. Article 2 The daily budget of the advertising plan is 100000 yuan, and the total consumption is 2029 1.39 yuan.

From the above two advertising plans, we can find two problems:

First, the actual consumption of today's headline plan is far below the budget.

Second, the daily budget is different. During the overall delivery period, the gap in the number of advertisements is very large.