How to optimize the Chinese Douyin feed ad account to improve the delivery effect?

In the era of digital marketing, Douyin In-Feed Ads have become a powerful way to capture user attention. However, how to optimize ad accounts and improve campaign performance remains a common challenge for advertisers and optimization specialists. This article, from an optimizer’s perspective, offers practical tips through long-term and multi-dimensional analysis, hoping to provide valuable insights.

1. Analyze Long-Term Daily Reports

• Observe Account Trend Charts

With long-term data, we can evaluate overall account performance and identify potential issues. In the ad backend reports, select the ad account and review data trend charts over 14 days or a month.

• Identify Fluctuation Patterns

If the account shows fluctuations, analyze the patterns of peaks and troughs.

During troughs, adopt a conservative strategy and avoid aggressive testing.

During peaks, consider scaling up bids and increasing ad placements to capture more traffic.

• Determine Whether to Continue the Account

If fluctuations are irregular, assess whether the account is worth continuing.

Accounts with consistently low spend and no conversions may not be worth maintaining.

Accounts with high-cost volatility should be evaluated for further optimization potential—otherwise, consider replacing the account.

2. Multi-Dimensional Account Analysis

• Preferred Placements

Review placement performance based on spend, conversion volume, and cost per conversion.

If a placement has high cost but good conversions, other issues may need addressing.

Placements with high cost and low conversions should be paused.

• Creative Styles

Evaluate creative performance by spend and conversion data.

If a creative style leads to high conversion costs, analyze the ad material further.

Remove underperforming creatives to improve overall account efficiency.

• Gender and Age

Analyze data across different gender and age groups.

Pause targeting for demographics with high cost and low conversion rates.

Refine your strategy to better appeal to target audiences.

• Creative Material

Sort creatives by spend in descending order.

For high-cost creatives, decide whether to optimize or remove based on conversion results.

Edit better-performing creatives to increase conversion rates.

• Video Analysis

Check the 3-second play rate.

A low 3-second play rate may negatively impact overall conversion performance.

Ensure video content is relevant to the target audience and make adjustments as needed.

• Landing Page Analysis

Conduct A/B tests on different landing pages.

Choose the best-performing page based on conversion numbers, conversion rate, bounce rate, etc.

Optimize campaigns to improve user retention and conversions.

Conclusion

Through long-term and multi-dimensional analysis, you can gain a comprehensive understanding of your ad account’s performance, identify issues, and make targeted optimizations. Remember, user experience is key. Use data to adjust your strategy, enhance ad effectiveness, and make your Douyin Ads more engaging and conversion-driven.