分析今日头条信息流广告账户搭建流程

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本文会跟大家讲述今日头条广告账户搭建流程!近日,有小伙伴咨询说“后台创意太多,管理起来很头疼,怎么办?”创意多?管理头疼?其实这都是基础没打好~有时候越简单的东西越容易忽略。


QQ图片20190617104735.png

在开始投放信息流时,我们总是过度关心:“信息流投放流程是什么”“我该怎么撰写创意”“我的落地页设计逻辑该是什么”“……”

却从来很少有人问:“我的账户怎么搭建更有利于投放”!

一个精细化的账户结构决定了我们账户成本的高与低,它可以通过控制流量让我们的钱花的更高效,同时我们后期竞价的创意、质量度、着陆页等优化也都是建立在此基础上。

在了解如何搭建一个信息流账户前,我们先问自己两个问题:

1、同一账户下,我们应该依照什么变量,区分不同推广计划、单元?

2、我们应该依照什么规则给账户命名才更高效?

信息流账户结构分三步:推广计划、推广单元、广告创意。

计划代表人群,单元代表需求,创意代表需求点,计划和单元是几乎固定不变的,但创意却是与日俱增,由此可见一个清晰、易管理的结构至关重要。

它不仅会使你后期的数据更清晰,在分配流量、预算上也会一目了然。

根据多年的优化经验,建议大家可按照如下分类方式进行设置:

1、推广计划:以信息流媒体、产品、目标受众区分

2、推广单元:以定向方式,创意配图形式的区分

3、广告创意:以细分卖点的区分

怎么做,我们继续往下看。

根据上面的维度,我们就可以这么来搭建。以下仅供参考。

1、推广计划

以信息流推广媒体,产品和人群细分,以符号“-”区分三个维度

例:手百-旅游-品牌人群

如果同维度中有可拆分的子维度,建议用“*”区分。

例:手百-北上广*海岛游-品牌人群

2、推广单元

细分定向方式(兴趣+关键词)和配图格式命名

例:旅游出行-单图

3、广告创意

以细分卖点命名

例:巴厘岛价格

如有个性化需求,可在计划层级的业务线体现。

例:重点推广北上广的海岛游业务,则业务线为:手百-北上广*海岛游-核心人群

通过以上的预先设置,你可以轻松管理成千上万条信息流创意,并且能随时根据客户需求管理账户。

举个例子。

  1. 某家具生产商过去在手百打广告卖沙发,现在想对桌子这一新市场发起进攻,那么就可以新建一个“手百-桌子-品牌忠诚人群”的推广计划,集中管理关于桌子的创意。


  2. 一家会计培训企业,发现“注会培训”推广效果不佳的原因在“25-34岁男性”这定向策略不准,那么你可以按人群检索相关推广单元,尝试把定向改为“25-34岁女性”。

一个好的账户结构命名,一定就像书籍目录一般,能按照计划、单元的名称进行查找和管理。

所以,在搭建时,我们一定要遵循以下三点原则:

  1. 查找方便:广告计划、推广单元命名逻辑清晰,可明确区分


  2. 避免重复:广告计划、推广单元命名避免重复

  3. 格式固定:广告计划、推广单元、广告创意各自以固定格式命名

看了这么多,咱拿个真实场景来实践一下。

假设有一家票务公司近期想重点推广某音乐节,分别进攻以下三个市场

  1. 五一想出去旅行的人


  2. 本身喜欢音乐节的人

  3. 喜欢音乐节并且喜欢品牌的人

如果是你,会怎么搭建账户结构呢?

上述答案仅供参考。只要能保证账户易于检索,大家也可以根据自己的逻辑进行搭建。要想快速把账户优化好,管理好,都建立在这些细节之上。所谓成功都取胜于细节。


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