A healthy account structure plays a crucial role in the volume of tasks and the transformation of effects, so in the process of building an account, what settings can we use to drive the volume?
Take an advertiser with a daily budget of 2w-5w as an example:
Create multiple accounts and select multiple placements to place to distribute traffic pressure.
Maintain the number of active tasks, i.e. tasks that have been consumed, are recommended for the day.
Create more than 20 new tasks.
Update your creatives regularly, add at least 10 new creatives per week, and optimize existing creatives to increase click-through rates and conversions.
1. Cold start period
The performance of a task during a cold start can predict its future performance to a certain extent, so how can you help a task quickly survive a cold start? We should first drive the task to start, and then optimize the action to stabilize the conversion to improve the pass rate of cold start.
During the cold start period, the budget should be sufficient, the targeting can be moderately relaxed, the bidding should be reasonable, and the delivery time period should be sufficient. At the same time, the use of a scale-up tool can help you quickly ramp up tasks.
2. Stable volume period
If a task successfully passes the cold start period, it does not mean that sufficient traffic can be continuously obtained in the future, and continuous tuning can extend the life cycle of the task.
In the period of steady volume expansion, it is necessary to reserve effective tasks, tap potential tasks, and investigate the problem of volume loss. You can try to put in multiple placements or broaden the orientation, and support the potential task volume by raising prices slightly and opening up the orientation.
3. Recession period
In the recession period, you can recreate existing high-quality materials, enrich the title, etc., so that old ideas can be rejuvenated. Turn off invalid tasks that cost too much, modify ideas and do richness tasks.
1. The more accounts are opened, the better the impact on the running volume
There is no correlation between the number of accounts and the number of runs. No matter how many accounts are opened, the tasks under each account are also fair to participate in the auction. Potential tasks should be cultivated to create high-quality accounts and improve the effectiveness of delivery. At the same time, avoid overly scattered accounts, resulting in uneven budget distribution and negative impact on running volume.
2. Frequently modify tasks during cold start
Frequently modifying tasks during a cold start will cause the model to fail to learn, and the effect will be unstable. After setting the indicators reasonably, you need to patiently observe and control the number of adjustments. Avoid frequently shutting down and starting tasks, because the learning of the task model is a continuous process, and interruption will lead to insufficient learning and unstable results.
1. Usage scenarios
Product tools can be used in scenarios such as the cold start of new accounts, the increase in the running volume of old accounts, the expansion of nodes during festivals, and the simultaneous running volume of multiple accounts.
2. Give priority to the amount
Priority acquisition is a 0cpc bidding strategy: aggressive exploration, quickly pass the learning period, and prioritize spending the budget (except for reasons such as low material quality and user orientation), and the risk of exceeding the estimated cost is high; It is recommended that advertisers use it with a large number of requirements.
It can solve the problem of cold start exploration.
It can solve the problem of regional customers.
You can judge the quality of your footage more quickly.
It is a tool to help customers explore reasonable costs.
3. Smart bidding
Smart Bidding is a bidding tool that helps CPM tasks run volumes: when the system determines that users are more likely to convert, it will automatically increase the bidding of the task to win the auction and get more conversions.
Quickly accumulate delivery data to improve the accuracy of model estimation.
The system automatically adjusts prices to improve human efficiency.
Tap into high-intent groups.
With proper account infrastructure, phased ramp-up, pitfall-avoidance guidelines, and the use of product tools, advertisers can manage ad delivery more effectively, improve conversion effect, and maximize the benefits of ad delivery.