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Chapter 1: What is information flow advertising? -
1.1: Please join the learning community of this course -
1.2: Definition and characteristics of information flow advertising -
1.3: Development and market share of information flow advertising -
1.4: Difference between SEM/information flow advertising/DSP/alliance advertising -
1.5: Four types of information flow advertising platforms -
1.6: Common terms of information flow advertising -
1.7: Today's Headline Account Opening Introduction -
1.8: Free account background application process -
1.9: Information flow advertising crowd portrait analysis -
1.10: Features of Massive Engine Platform -
1.11: Smart Bidding Concept and Features -
1.12: Headline algorithm mechanism and ECPM formula -
1.13: Huge engine OCPM compensation mechanism -
1.14: Preparations before launching the account -
Chapter 2: Basic knowledge of information flow advertising -
2.1: Importance of reasonable account establishment -
2.2: Overview of huge engine account structure -
2.3: Common building dimensions of advertising group -
2.4: Common building dimensions of promotion plan -
2.5: Advertising group/plan naming rules are very important -
2.6: Building Dimensions of Different Budget Accounts -
2.7: How to choose brand awareness, user intention and action transformation? -
2.8: Analysis of today's headline advertising orientation -
2.9: Selection of bidding methods and automatic bidding -
Chapter 3: Creative Writing Skills of Information Flow Advertising -
3.1: Presentation form of information flow creativity -
3.2: The role of information flow advertising creativity -
3.3: Material types supported by massive engine advertising spaces -
3.4: High quality copywriting routine -
3.5: Practical video planning method -
3.6: How to distinguish between good and bad creativity -
3.7: Creative style and procedural creativity -
3.8: Creative classification and creative label selection -
Chapter 4: Building a reasonable account structure from 0 -
4.1: How to log in to the background of a huge engine? -
4.2: Massive Engine - Overview of Home Page and Promotion Management Page -
4.3: Practical demonstration: 3-step information flow advertising -
4.4: Massive Engine - Advertising Group Construction Practice -
4.5: Massive Engine - Plan Building Practice -
4.6: Massive Engine - Creative Building Practice -
Chapter 5: How to Play the Headline/Treble Search Advertising -
5.1: Difference between search advertising and information flow advertising -
5.2: Why do you want to do headline search ads -
5.3: Display logic and style classification of search advertising -
5.4: Introduction to search advertising account structure -
5.5: How to put search ads -
5.6: How to expand and segment words -
5.7: Keyword matching and bidding method selection -
5.8: Negative keyword setting -
5.9: Creative setting and creative sub chain -
5.10: Headline Search Account Establishment Practice -
5.11: keyword report&search term report -
Chapter 6: Massive Engine Account Optimization and FAQs -
6.1: Production of information flow data statistical table -
6.2: Daily workflow of information flow optimizer -
6.3: How to take over the old account -
6.4: Why plan more? How to plan more? -
6.5: How to judge whether a plan continues to be launched? -
6.6: How to measure in old materials -
6.7: AB test methods and techniques -
6.8: Key points of feeding information flow
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