Strategies for placing ads on Big Data Engine

The Massive Engine Advertising Platform, also known as the AD platform, is a marketing service brand under ByteDance. It integrates the marketing capabilities of products such as Toutiao, Douyin Short Video, Huoshan Short Video, Xigua Video, and Pangolin, helping advertisers to place advertisements by themselves and achieve marketing promotion goals efficiently.

Therefore, today we will explain the Big Engine from three aspects: channel characteristics, key points of operation and construction strategies.

Characteristics of the Massive Engine Channel

1. Advertising platforms: Toutiao, Douyin, Xigua, Huoshan, Pangolin, etc.

2. User characteristics: The audience is broad, covering first-, second-, third- and fourth-tier cities

3. Advantages: The algorithm is mature and basically does not require orientation. The ocpm system algorithm has a good effect; it is very convenient to build a mobile website; there are a large number of users, and the daily activity of several major APP users is very high.

4. Disadvantages: High competition, small budget accounts are difficult to increase volume; average quality, fake orders; high requirements for materials

5. Advertising suggestions: All industries are welcome to advertise

6. Channel features: Advanced intelligent channels (can be general or basic targeted, through creativity and intelligent bidding, the system can automatically find the target group)

7. The first factor: creative materials (hot-selling materials and creativity directly affect the volume and conversion cost)

8. Secondary factors: page, bid, targeting method, etc.

9. Bidding method selection: OCPM, automatic bidding, CPA

10. Traffic crowd attributes of each position

Key points for setting up a massive engine account

1. Budget

01. Account budget determines the overall account traffic. It is recommended to set the maximum budget 10%-20% higher.

02. Plan budget , determine the planned traffic allocation, directly affect the traffic size within the model, and set the maximum budget

03. Group budget determines the traffic allocation of the ad group. It is recommended not to set it.

2. Bidding method

01. CPC/CPM , pay by click/thousand impressions, generally not recommended, because the traffic is too large and it is difficult to control the effect

02. OCPM , the most commonly used bidding method, is easy to increase volume, but has high requirements for the model

03. CPA , the most stable bidding method, convert first and then pay, it can be used if you pursue cost stability

04. Automatic bidding is the easiest bidding method to increase volume, but the cost is uncontrollable and has the highest requirements for materials.

3. Orientation

01. Time of delivery : It is easier to achieve high volume by starting the plan during the period with the highest industry traffic

02. Interest targeting , generally you only need to select system recommendations, regardless of the basic population targeting

03. Customized audience targeting : if there are industry-related media packages or industry packages that can be delivered, you can also generate an expanded targeted audience package based on the previously converted audience

04. There are three delivery methods : priority volume, balanced delivery, and priority low cost. You can choose according to the delivery strategy and traffic conditions.

4. Creativity

01. Creative Type

▲ Customized creatives : If you have creatives that have had good conversion effects before, you can manually combine the creatives

▲ Programmatic creativity : If you are not sure about the effect of the material in the early stage, you can choose the recommended creative type, which can combine copywriting and materials in a more diverse way.

▲ Additional creativity : It is recommended to use pages with form and phone components to convert visitors more quickly

02. Creative elements

▲ Creative classification : Prefer core classifications related to your own industry. Similar classifications of other groups can also be used as a test dimension.

▲ Creative tags : give priority to industry tags related to the industry. If you want to expand the volume, you can increase the number of crowd tags appropriately; the number of tag words should be 20, and the number of each word should be 2-5 characters.

Strategies for building large, medium and small accounts

Generally, accounts can be divided into three categories according to the size of the account budget: large, medium and small.

Different budgets have different construction strategies, which is something we must pay attention to!

1. Small budget account

The budget is generally 100-1000 yuan. Build 1-3 plans at the planning level. Toutiao is recommended for placement selection. Customized creative + hard advertising are selected for creativity. OCPM can be used as the bidding method.

2. Medium budget account

The budget is generally 1,000-5,000 yuan, and 3-6 plans are built at the planning level. The layout options can be Toutiao + video, and the creative options can be programmatic creativity + hard advertising. The bidding method can be OCPM or CPA.

3. Large Budget Account

The budget is generally 5,000 yuan +, and 6 + plans are built at the planning level. There are not many restrictions on the selection of placements. The creative options are programmatic creativity + soft advertising. The bidding method is the same as above, OCPM or CPA.

The above is our summary of the "Big Engine Account Building Strategy". In the entire process of information flow promotion, account building is only the first step. You also need to:

Learn how to create high-click creatives and high-converting landing pages

Understand the delivery strategy of each platform, rather than blindly delivering without purpose

Able to conduct in-depth analysis of data, rely on data to promote work and drive results

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