How to do information flow advertising

To be a qualified optimizer, the first ability is to have information flow thinking.

In addition, the charging method, material writing and transformation routine of advertising are different from bidding.

No matter whether you are Meng Xin or information flow bidding, you should first master the thinking of information flow, make clear the advertising characteristics of information flow, and prescribe the right medicine.

Ability to formulate promotion strategies

According to the information flow promotion process, we can basically divide "the ability to formulate promotion strategies" into the following items.

0 1 Recognize the promotion purpose.

Why do you have to define your promotion purpose first?

The channels of information flow are diversified. Houchang College tells you that people with different attributes in different channels are free to choose channels.

In other words: information flow is the promotion process of selecting people.

02 audience analysis ability

Promoting information flow based on crowd positioning. The conversion effect is inseparable from the user portrait.

Then we should have the ability of "reverse thinking" and analyze the needs of users.

03 channel analysis ability

Channels are like battlefields in information flow.

Choosing the right battlefield, following the crowd and being king is a piece of cake.

Then, we should understand the information flow channels, as well as the advertising space and positioning characteristics of each channel.

And the ability to choose appropriate channels according to their own industries, products and marketing purposes.

Just like a bidder reforming the information flow, we must first be able to distinguish between bidding and information flow and avoid the preconceived bidding thinking when placing.

04 Reasonable budget allocation

If you want to be your own master, this ability to distribute money reasonably is essential.

In the promotion of information flow, allocating budget is the process of allocating traffic.

These all need careful study. Whether bidding or information flow, it is to spend money to buy traffic, so how to spend the least money to buy the best quality traffic and maximize the effect is very important.

05 directional ability

Every user will have a transformation stage, from product demand to information collection, product comparison, purchase decision and post-purchase evaluation, which constitutes a complete purchase and consumption stage.

The person corresponding to each stage is different.

And different people have different orientation methods. We need to be able to choose different orientation methods for different people.

06 bidding ability

Bidding is essentially a process of bidding according to people with different intentions.

But for information flow, there are many bidding methods, such as OCPC, OCPM, CPA and so on.

And it is necessary to master a variety of charging methods of information flow and the ability of flexible bidding.

Ability to establish account structure

If information flow is to spend money to buy traffic, then account structure is an effective tool to control traffic.

0 1 Ability to establish customer structure according to customer strategy

It is necessary and necessary for every optimizer to learn how to set up accounts.

02 creative writing ability

Whether money can be spent depends entirely on creativity. It is responsible for attracting traffic and is also an important part of the account structure.

This requires us to have the following three abilities:

Familiarize yourself with common ideas

Understand the skills of creative writing

Can distinguish the good from the bad of an idea.

Ability to design landing pages

With traffic, whether it can be converted depends entirely on the page.

If creativity is a face, then the landing page is the connotation. Landing pages with inside information are more attractive.

This requires us to have the following three abilities:

Understand the types of information flow login pages.

Familiar with the use of landing page tools

Define landing page design methods for different purposes, industries and channels.

04 the ability to change

Everything that does not aim at transformation is hooliganism.

For multi-channel information flow platforms, we should be able to set different transformation skills according to the characteristics of different channels.

Data analysis ability

In the promotion of information flow, as long as problems are found, they can be solved in a targeted manner.

And data is the root of our most intuitive discovery of problems.

Basic optimization ability

Everything is for transformation.

This echoes the data analysis. When we understand the problems in the account, we also need the ability of users to solve the problems quickly.

Auxiliary ability

With the popularity of information flow, optimizer has also become a hot post. If you want to stand out among many opponents, some necessary auxiliary abilities are great points for your work efficiency and application.

0 1 EXCEL usage ability

For many optimizer's work, we can use a word "table" to summarize.

Processing EXCEL tables is a task that we must complete, and flexible use is the ability that we must master.

It is no exaggeration to say that mastering excel can help us improve our work efficiency by 70%.

Ability to find and polish drawings

What is the most important information flow?

Materials. For advertisements that rely on creativity to attract traffic, material selection is particularly important.

Then knowing where and how to find the map and having a certain ability to polish the map is a great optimization plus.

03 communication ability

Communication, everyone is born.

But not everyone can use it well. In the promotion of information flow, it is necessary to communicate with customer service to transform words and skills, and to communicate the requirements of design pages and materials.

It is very important to be able to express your needs to others simply and clearly.