What does Tik Tok's huge engine mean? How to use Tik Tok's huge engine?

Advertising creation and delivery

I. Related terms

Advertising Group: The advertising group is a large unit that manages advertising planning/advertising creativity.

Advertising plan: a small unit that manages keywords/ideas.

Advertising creativity: the final form of advertising display, including creative material, creative title, additional creativity, application source, etc.

Budget: your spending plan for the specified advertising group or plan within the specified time period.

Bidding: In bidding advertising, the bidding you set represents the highest cost you are willing to pay for a click, and your actual bidding is generally lower than the bidding amount you set.

CPC: Generate 1 click billing 1 time according to click billing (first pricing = second bid * second estimated click rate/first estimated click rate).

CPM: Charge per thousand games, charge per 1000 games (second bid).

Lowest bid: the lowest price estimated by the system according to the historical data of advertising targeting conditions, and the advertiser's bid should be higher than the lowest bid prompted by the system.

Second, create an advertising group.

Step 1: Create a new group.

Step 2: Select the marketing link.

What is the marketing link?

Marketing link refers to the goal of driving consumer behavior through marketing activities such as exposure, interaction and transformation, which needs to be determined at the level of advertising groups. The marketing link is divided into three layers-brand awareness, user intention and action transformation. In order to be closer to the concept of customer marketing activities, express customer marketing demands more accurately and better match customer marketing objectives. From the marketing point of view, the advertising platform with huge engine has upgraded the marketing link, which will better meet customers' demands in marketing analysis, methodology precipitation and business guidance.

How to choose marketing links?

Brand awareness: Focus on optimizing the exposure of your products, such as showing and clicking, and deepen the awareness of your products in the eyes of consumers.

User intention: Focus on optimizing the interaction between users and your products, such as likes, comments, forwarding, downloading and other behaviors, so as to make users interested in your products.

Action transformation: Focus on optimizing users' transformation behavior of your products, including form, purchase, activation, reservation, payment, etc. Find the users who have transformed your product.

Step 3: Select the advertising group type.

Select the type of advertisement

All advertisements: all traffic bits, including but not limited to information flow advertisements, search advertisements, etc. Look for users who are interested in your products or services. ?

Search ads: Show ads to users who actively express interest in your products or services, and the system will select appropriate search traffic scenarios for delivery according to your delivery target. ?

Select delivery category

Standard delivery: conventional delivery, temporarily not involving products. ?

Single product release: the main single product release. ?

Multi-product publishing: select multiple products to publish. ?

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Step 4: Set basic information

Select Ad Group Budget: Unlimited/Specified Budget.

What is the budget of the advertising group? The promotion budget of the advertising group is the highest budget you expect the advertising group to spend in a day. When the daily consumption of the advertising group reaches the budget you set, the advertising will be suspended and the fees will stop. The system background will prompt that the budget is insufficient, and the daily budget of the advertising group is the lowest, 300 yuan.

Edit ad group name

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Third, make an advertising plan

Step 1: Select the advertising category.

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Sales: regular customer placement type, which supports ordinary advertisements, virtual advertisers and headline writers to place advertisements by means of grants such as cash, credit and rebate.

Volume exchange: the marketing department replaces it and puts it into the volume exchange fund pool.

Distribution: free, such as buy one get one free.

Internal light: Support internal customers to put in advertisements by using internal light cash pool.

Replenishment: when the quantity is insufficient, it can be replenished, and the amount will not be deducted or frozen.

Rationing: support the distribution of traffic required for different advertising spaces, and then put advertisements.

Step 2: Select the optimization target.

What is the optimization goal?

Optimization goal is the target user behavior you want to achieve in this marketing campaign. The model will find users who are more inclined to these behaviors according to the optimization goals you set. Although OCPM charges according to the display, it will help you find users with targeted behavior according to your bid. ?

Under different marketing links, the corresponding optimization objectives are as follows:

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Transformation Tracking/Event Management Details: Event Management Platform (Original Transformation Tracking)-Product Manual?

Step 3: Set the dropping position.

The corresponding table of material types supported by the advertising space option of bidding advertisement:?

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Select advertising location: transparent intelligent selection/system preferred advertising space/preferred media/preferred scene.

(Note: Under intelligent selection, advertisements will be placed in information flow and search scenarios.)

Add search quick keywords

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flat plate display

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Step 4: Select the user direction.

Through accurate orientation, advertisements are no longer harassment, and advertisements are accurately displayed to those in need, making advertisements valuable information, thus improving conversion and saving costs; ?

Can be customized according to region/gender/age/population/behavior interest/platform/device type/network/installation user/Android version/operator/mobile phone brand/mobile phone price?

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Select Smart Volume: On/Off?

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Step 5: Set the budget and bid

First, choose to place the scene.

Set daily budget, delivery time, delivery time, target conversion bid and modeling dynamic bid.

Advanced Options: Set the upper limit of advertising frequency.

Plate display?

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Step 6: Optimize the settings.

Select whether to enable the inheritance optimization plan.

Inherit the characteristics of multiple quality plans in customers. After the start, accelerate the planning learning process and help plan to spend the learning period. It is suggested to use the quality plan under the account, which may reduce the chances of discovering new people and slow down the operation speed of the quality plan, but the total consumption of the new and old plans after inheritance is generally greater than that without inheritance.

flat plate display

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Step 7: Set up a third-party detection link.

What is third-party monitoring?

Advertisers don't trust the data of the media, so they need to find a third party as an intermediary to verify the data: once the media is displayed and clicked, it will be transmitted to the third party. In addition to monitoring data, third parties can also make activation callbacks (using activation OCPC) to reduce application hijacking and so on.

Now the third-party monitoring is mainly divided into SDK and API monitoring.

SDK monitoring: SDK, chip. It can be understood that the plug-ins (chips and codes) of the third-party monitoring company are embedded in the headline APP, and the third party can receive our data without making any settings.

API monitoring: API, pipeline. Establish a pipeline between the media and the monitoring company, and tell the monitoring company through this pipeline every time a click or display occurs.

Set the third-party detection link/effective contact link/video playing link/video playing end link/video playing effective link.

Select the data sending method:

Give priority to server-to-server: display data will be sent from client to server, and other data will be sent from server to server?

Give priority to client-server services: all data will be sent from the client to the server?

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Step 8: Create a plan name

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After creation, you can choose to save and close or continue to create new ideas.

Fourth, create creative advertising.

Step 1: Create ideas.

Choose creative method: programmed creativity/customized creativity.

Method 1: program innovation

What is programmed creativity?

Programmatic creativity is a product for advertisers, which is automatically generated and managed by the system. Its objectives are:

First, reduce the human cost of advertisers' creativity and management creativity.

Second, improve the effectiveness of advertising planning.

Third, automatically explore the material.

If you choose "programmed creativity", your operation mode is to upload materials (pictures, videos, titles), and the system will automatically combine them to generate creativity. After you upload the content of the material, you will enter the logic of material review. After approval, the system will use all titles * pictures and titles * videos to generate ideas. After the idea comes into being, the advertising plan will be launched. During the startup process, the pause and start state of creativity is completely entrusted to the system, and you can't control it manually.

To increase creativity, you can choose the form of vertical video/horizontal video/large horizontal picture/small picture/large vertical picture.

Flexible use of creative workbench to make videos and material management can help you open your creative inspiration ~

These plates are as follows

Tik Tok set

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Use Tik Tok to launch.

Before opening: click Tik Tok's avatar, nickname, slide on the right, etc. Enter the landing page.

After opening: click Tik Tok's avatar and nickname, slide to the right to enter Tik Tok's homepage, and click the call to action to enter the landing page.

Take advantage of Tik Tok launch.

1. Users can pay attention to the Tik Tok homepage of advertisers and click the plus sign of Tik Tok's avatar to help advertisers increase their fans.

2. Advertising videos can be synchronized to Tik Tok homepage to increase video exposure and accumulate video interaction.

3. Users can click Tik Tok's avatar, slide to the right, and enter Tik Tok's homepage with nicknames to view more video content under the homepage;

4. From the advertising video to the corporate homepage, we can cooperate with the management and marketing means of Tik Tok enterprises to enhance the transformation ability.

Suggestions for use

Suitable for long-term customers, or customers who want to increase powder and enhance exposure through Tik Tok;

How to bind Tik Tok?

1. First, you need to prepare a Tik Tok account for association; Tik Tok can be bound in Tik Tok's authorization tool. For other information, please refer to: Advertising Platform |《Tik Tok Settings Product Manual?

2. After the binding is completed, when the advertiser creates a new idea on the platform, select "Use Tik Tok to launch" in the "Tik Tok number setting" module and select the corresponding Tik Tok number.

Advice?

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Add creative titles and support title selection (at most, 10 titles can be set).

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Choose additional creative components: The additional content displayed on the C side of the advertisement has more innovative forms and styles of expression, which will help improve your advertising effect.

Set a call to action: attract users to click on the landing page or open additional creative components through copywriting content, similar to "view details" and "download now" at startup.

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Method 2: Customize ideas.

The creativity of customization is consistent with that of programming. Please refer to the above.

Step 2: Set up the creative details page.

Details: The user clicks on the area in the advertisement except the "Download Now" button to reach the page, including the landing page and applet.

Landing page/applet link: Please create a compliant landing page through the orange website for landing page; Applets take byte applets or games as carriers, and users can directly pull up the pages of applets or games in the Byte App after clicking advertisements, which further improves the fluency of operation.

Call to Action: Use this copy content to attract users to click on the landing page or open additional creative components, similar to "view details" and "download now" at startup.

flat plate display

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Step 3: Creative setting

Select an advertising avatar: This avatar is used for advertising display. Please use clear and healthy pictures that represent the brand image.

Source: You can fill in the company brand name, such as "ByteDance" and other official names.

Client downloading video: off by default, that is, the client is prohibited from downloading advertising videos by default.

Creative classification: industry/product classification; The system comes with it and can be directly selected.

Creative label: can be customized. Within 10 words of a tag, up to 20 tags can be created.

Flat panel display:

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