Does information flow advertising reduce costs? Double the conversions? 5 dimensions can help you solve them all!

If you were asked to divide the bidding into several modules, how many modules would you divide it into?

You can make a rough division in your mind first. You can imagine bidding as a tree. It is the foundation. How many branches will extend from this root? How many branches should extend from each fork?

Based on years of experience in bidding, we divide it into four modules: account building, account optimization, data analysis , and effect improvement.

If you want to improve your abilities, you can start from these modules, analyze your weaknesses, and study and improve them in a targeted manner.

Today I would like to share with you my insights on the first module.

Account structure can be said to be the foundation of all optimization operations. A reasonable account structure can help us:

1. More effective control of consumption

The conversion situations of different products or regions are different. A clear account structure can help us better control the consumption of each product or region.

2. Easier data analysis

A clear account structure means that the data downloaded later will also be clear, making our data analysis work more efficient.

3. Optimize your account more efficiently

If the account structure is clear, our thinking will be clearer during optimization, which will help us find the optimization direction quickly and make the optimization work efficient.

Although a reasonable account structure is important, in actual operation it is listed as one of the most complex tasks. First, you need to understand the crowd and keywords , then classify the keywords according to your account structure, and write different creative ideas based on different keywords...

But the ultimate sophistication can be reduced to ultimate simplicity. Bidding is ultimately just a process of controlling traffic . That is: the process of whether the flow is wanted or not, more or less .

If you want to build a clear and reasonable account, the first thing is to divide the account dimensions.

Account building dimensions

01. Visitor demand dimension

Bidding is nothing more than a process of converting traffic based on traffic demand. Different traffic will have different demands, so we can divide the account structure according to the dimension of the keyword purchasing stage, and distinguish bids according to different parts of speech.

02. Product Dimension

Usually the profit, value and type of each product will be different. For multiple products, we might as well build an account structure based on the product dimension to control the consumption and cost of each product.

03. Regional Dimension

Region is a very important dimension in promotion . Sometimes, the conversion results in different regions vary greatly.

Then we can divide the areas into key and non-key areas to better control the traffic.

04. Equipment Dimension

To put it simply, it is PC and mobile. Due to the difference in products, the device conversion will also vary greatly.

For example, a traditional enterprise may have a better conversion rate on the PC side but a very low conversion rate on the mobile side. In this case, we can build the account structure based on the device dimension.

05. Time period dimension

The same principle applies to regions. Divide according to the conversion effect of products in different time periods.

Each dimension corresponds to different traffic.

For example, in terms of product dimension, different products are naturally aimed at different groups of people; for example, in terms of visitor demand dimension, there are even different corresponding traffic flows.

Now that a clear dimension has emerged, it also means that the crowd has emerged. Will it be troublesome in the later keyword classification and creative writing?

Some friends may ask: I have multiple products and multiple regions, according to which dimension should I divide them?

This is a good question, and it is also the focus of the entire article: How should I build accounts based on dimensions?

Usually, accounts can be divided into three categories: large accounts, medium accounts and small accounts according to different budgets. Then I will take these three categories as examples to talk about the dimensions of account building.

1. Large Account

• For single product or single region, accounts can be built based on "region + device" or "region + purchase stage".
• Single product, multiple regions can build accounts based on "demand + time period" and "demand + equipment"
• For multiple products and multiple regions, accounts can be built based on "product + region + purchase stage" or "product + purchase stage + equipment"

2. Chinese Account

• Single product, single region can be combined to build accounts based on "device + purchase stage"
• Multiple products and single regions can combine and build accounts based on "product + purchase stage"
• Multiple products and multiple regions can be combined to build accounts based on "purchase stage + region"

3. Small Account

• Single product can build accounts according to "purchase stage"
• Multiple products can build accounts according to "one product, one plan"

Account building case

Products: Gynecology

Budget: 10,000 yuan

Region: Multiple regions

Actual situation: Mobile 70%, PC 30%

From complexity comes simplicity. Don’t know how to categorize keywords? Don’t know how to write a creative? So why not try this account division dimension first.

So, dear readers, do you know how to set up an account?

Source: Houchang College ( semlianmeng )