The battlefield you define in front of the media system<\/p>\n<\/li>\n
Machine learning traffic distribution logic<\/p>\n<\/li>\n
Budget flow rules<\/p>\n<\/li>\n
Learning path of advertising algorithms<\/p>\n<\/li>\n<\/ul>\n
After working in overseas advertising for a long time, almost all experienced advertisers eventually come to the same conclusion:<\/p>\n
The quality of the content determines whether a stock will go viral, while the account structure determines whether, once a stock goes viral, the money can be spent stably, continuously, and healthily.<\/p>\n
Many optimization specialists initially become obsessed with optimizing content:<\/p>\n
- \n
- \n
If the CTR drops, change the image.<\/p>\n<\/li>\n
- \n
If CVR doesn’t work, change the landing page.<\/p>\n<\/li>\n
- \n
If the IPM is low, re-edit the first 3 seconds of the video.<\/p>\n<\/li>\n<\/ul>\n
These actions are certainly important.<\/p>\n
Because the content is the layer closest to the user, it determines the efficiency of the advertisement’s communication with the user.Poor-quality content, even when placed within the best account structure, will not automatically generate conversions.<\/p>\n
But the key to truly differentiating excellent pitchers from ordinary optimizers lies in:<\/p>\n
Do you realize that the upper limit of material consumption is actually determined by the account structure?<\/p>\n
The material’s purpose: single-point explosion, but it is inherently unstable.<\/p>\n
From the perspective of the ROAS path, the role of the material is more like a “hit point”.<\/p>\n
A good piece of material can indeed be:<\/p>\n
- \n
- \n
Increase CTR<\/p>\n<\/li>\n
- \n
Improve conversion rate<\/p>\n<\/li>\n
- \n
Drive up ad volume<\/p>\n<\/li>\n
- \n
Short-term surge in ROAS<\/p>\n<\/li>\n<\/ul>\n
It can even cause the account’s daily ROAS to suddenly double.<\/p>\n
But the problem is:<\/p>\n
Materials have a natural life cycle.<\/p>\n
generally:<\/p>\n
- \n
- \n
At least a few days<\/p>\n<\/li>\n
- \n
Two or three weeks at most<\/p>\n<\/li>\n<\/ul>\n
Traffic attenuation is inevitable.<\/p>\n
And often:<\/p>\n
- \n
- \n
The material can still be sold in large quantities.<\/p>\n<\/li>\n
- \n
However, ROAS has already begun to decline.<\/p>\n<\/li>\n<\/ul>\n
This is determined by the inherent properties of the material.<\/p>\n
The way materials are contributed is inherently “pulse-like”:<\/p>\n
- \n
- \n
It came very fiercely.<\/p>\n<\/li>\n
- \n
You can’t stop them when they leave.<\/p>\n<\/li>\n<\/ul>\n
Therefore, the material is more like:<\/p>\n
- \n
- \n
detonator<\/p>\n<\/li>\n
- \n
turbocharger<\/p>\n<\/li>\n
- \n
Charge forward<\/p>\n<\/li>\n<\/ul>\n
But it was never a stabilizer.<\/p>\n
The role of account structure: to determine how the system spends money.<\/p>\n
If we compare advertising budgets to “flowing water”.<\/p>\n
So:<\/p>\n
- \n
- \n
Material = Outlet<\/p>\n<\/li>\n
- \n
Account structure = complete pipeline system<\/p>\n<\/li>\n<\/ul>\n
Material determined:<\/p>\n
- \n
- \n
Is the water spray pretty?<\/p>\n<\/li>\n
- \n
Can it accurately target users?<\/p>\n<\/li>\n<\/ul>\n
And the account structure determines:<\/p>\n
- \n
- \n
Where does the water flow?<\/p>\n<\/li>\n
- \n
Where is the water leaking?<\/p>\n<\/li>\n
- \n
Which budgets were misallocated?<\/p>\n<\/li>\n
- \n
Which traffic is being consumed internally?<\/p>\n<\/li>\n<\/ul>\n
What truly affects the long-term stability of ROAS is precisely the latter.<\/p>\n
In the era of machine learning, the essence of structure is “drawing a runway for the algorithm”.<\/p>\n
Current mainstream overseas advertising platforms:<\/p>\n
- \n
- \n
Meta Platforms \u7684 Advantage+<\/p>\n<\/li>\n
- \n
Google’s PMax<\/p>\n<\/li>\n
- \n
TikTok’s Smart+<\/p>\n<\/li>\n<\/ul>\n
The underlying logic is the same:<\/p>\n
Automated machine learning distribution.<\/p>\n
In other words:<\/p>\n
When you build an account structure, you are actually giving the algorithm rules:<\/p>\n
- \n
- \n
Where to find people<\/p>\n<\/li>\n
- \n
What signals should be prioritized for learning?<\/p>\n<\/li>\n
- \n
How does the budget flow?<\/p>\n<\/li>\n
- \n
Which groups are most important?<\/p>\n<\/li>\n<\/ul>\n
If the account structure is messy:<\/p>\n
- \n
- \n
High overlap in audiences<\/p>\n<\/li>\n
- \n
Ad groups compete for traffic<\/p>\n<\/li>\n
- \n
Using multiple bidding strategies<\/p>\n<\/li>\n
- \n
Inconsistent learning goals<\/p>\n<\/li>\n
- \n
There is no clear division of labor among the campaigns.<\/p>\n<\/li>\n<\/ul>\n
The system will then enter a very inefficient learning state.<\/p>\n
At this time, a common phenomenon is:<\/p>\n
- \n
- \n
CTR is not low<\/p>\n<\/li>\n
- \n
CPM is normal<\/p>\n<\/li>\n
- \n
The data for the single source material is also good.<\/p>\n<\/li>\n<\/ul>\n
but:<\/p>\n
The overall ROAS remains unstable.<\/p>\n
for example:<\/p>\n
- \n
- \n
Today’s ROAS is 1.8.<\/p>\n<\/li>\n
- \n
It will drop to 0.9 tomorrow.<\/p>\n<\/li>\n
- \n
It will return to 1.5 the day after tomorrow.<\/p>\n<\/li>\n<\/ul>\n
Many people mistakenly believe it’s due to material fatigue.<\/p>\n
then:<\/p>\n
- \n
- \n
Keep changing materials<\/p>\n<\/li>\n
- \n
Crazy Video Testing<\/p>\n<\/li>\n
- \n
High-frequency replacement ads<\/p>\n<\/li>\n<\/ul>\n
result:<\/p>\n
The new material dropped after two days.<\/p>\n
But the real problem isn’t the source material.<\/p>\n
Instead:<\/p>\n
The account structure simply doesn’t provide a stable environment for the content to shine.<\/p>\n
Account structure determines algorithm learning efficiency<\/p>\n
The greatest value of an excellent account structure lies in:<\/p>\n
It can provide the system with “clean” learning signals.<\/p>\n
For example:<\/p>\n
Campaigns categorized by product profit<\/p>\n
- \n
- \n
High-profit products have a separate budget pool<\/p>\n<\/li>\n
- \n
High-profit SKU individual bidding strategy<\/p>\n<\/li>\n
- \n
Different profit levels are allocated separately.<\/p>\n<\/li>\n<\/ul>\n
This allows the system to quickly identify:<\/p>\n
Which products deserve priority in acquiring high-quality traffic?<\/p>\n
Segmenting the audience by user funnel<\/p>\n
For example:<\/p>\n
- \n
- \n
New customer acquisition<\/p>\n<\/li>\n
- \n
Remarketing<\/p>\n<\/li>\n
- \n
Repeat purchases by existing customers<\/p>\n<\/li>\n<\/ul>\n
Corresponding to:<\/p>\n
- \n
- \n
Different conversion goals<\/p>\n<\/li>\n
- \n
Different Attribution Windows<\/p>\n<\/li>\n
- \n
Different budget logic<\/p>\n<\/li>\n<\/ul>\n
This structure makes the system’s learning path very clear.<\/p>\n
The cleaner the signal received by the machine:<\/p>\n
- \n
- \n
The faster you learn<\/p>\n<\/li>\n
- \n
The more accurate the traffic positioning<\/p>\n<\/li>\n
- \n
The more stable the ROAS<\/p>\n<\/li>\n<\/ul>\n
Why do chaotic structures continue to suffer from internal friction?<\/p>\n
Many accounts share a common problem:<\/p>\n
- \n
- \n
A single campaign can contain more than a dozen ad sets.<\/p>\n<\/li>\n
- \n
The audience logic is completely different<\/p>\n<\/li>\n
- \n
Material direction confusion<\/p>\n<\/li>\n
- \n
Budgets are automatically allocated at the Campaign level.<\/p>\n<\/li>\n<\/ul>\n
This structure looks very “rich”.<\/p>\n
In fact:<\/p>\n
The backend learning logic is a complete mess.<\/p>\n
The system has no idea:<\/p>\n
- \n
- \n
Which signal should we learn?<\/p>\n<\/li>\n
- \n
Which set of data is more important?<\/p>\n<\/li>\n
- \n
Which type of user is the truly high-value user?<\/p>\n<\/li>\n<\/ul>\n
then:<\/p>\n
- \n
- \n
Group A performed well today, so the system significantly increased the budget.<\/p>\n<\/li>\n
- \n
Tomorrow, the amount of material from Group B will increase, and the focus will shift back to the previous approach.<\/p>\n<\/li>\n
- \n
The entire account is in a state of perpetual fluctuation.<\/p>\n<\/li>\n<\/ul>\n
The algorithm never truly converged.<\/p>\n
in this case:<\/p>\n
Even the best materials will have their efficiency diluted by the structure.<\/p>\n
Many budgets actually:<\/p>\n
- \n
- \n
Wasted on the wrong audience<\/p>\n<\/li>\n
- \n
Wasted on inefficient slots<\/p>\n<\/li>\n
- \n
Died in internal competition<\/p>\n<\/li>\n<\/ul>\n
However, this is often not visible in reports.<\/p>\n
The key to ROAS is not just increasing revenue, but also controlling waste.<\/p>\n
Many people only focus on the “molecules” of ROAS:<\/p>\n
- \n
- \n
Increase click-through rate<\/p>\n<\/li>\n
- \n
Improve conversion rate<\/p>\n<\/li>\n
- \n
Increase order revenue<\/p>\n<\/li>\n<\/ul>\n
But what is truly overlooked is the “denominator”.<\/p>\n
That is to say:<\/p>\n
Where exactly did the advertising budget go?<\/p>\n
This is mainly determined by the account structure.<\/p>\n
An excellent structure will reduce the budget:<\/p>\n
- \n
- \n
Concentrated during high conversion periods<\/p>\n<\/li>\n
- \n
Focus on high-value groups<\/p>\n<\/li>\n
- \n
Prioritize flow to effective page positions<\/p>\n<\/li>\n
- \n
Avoid invalid exposure<\/p>\n<\/li>\n<\/ul>\n
A poor structure means:<\/p>\n
- \n
- \n
The system arbitrarily consumes the budget.<\/p>\n<\/li>\n
- \n
Traffic spreads infinitely<\/p>\n<\/li>\n
- \n
Advertising expenses are wasted<\/p>\n<\/li>\n<\/ul>\n
One thing must be understood:<\/p>\n
The primary goal of media platforms is to “consume the budget,” not to help you maximize ROAS.<\/p>\n
Many ROAS problems are essentially structural problems.<\/p>\n
There are many typical cases:<\/p>\n
Some e-commerce teams:<\/p>\n
- \n
- \n
Strong material processing ability<\/p>\n<\/li>\n
- \n
More than a dozen creative sets are updated every week.<\/p>\n<\/li>\n
- \n
The video quality is very high.<\/p>\n<\/li>\n
- \n
The advertising team is also very hardworking.<\/p>\n<\/li>\n<\/ul>\n
However, ROAS has consistently hovered around the break-even point.<\/p>\n
The account structure was later restructured:<\/p>\n
- \n
- \n
Reclassify Campaigns based on product gross profit.<\/p>\n<\/li>\n
- \n
Segment the targeting based on conversion cycle.<\/p>\n<\/li>\n
- \n
Physical isolation between testing and expansion<\/p>\n<\/li>\n
- \n
Redo the budget allocation logic<\/p>\n<\/li>\n<\/ul>\n
result:<\/p>\n
With the same materials, ROAS increases by more than 30%.<\/p>\n
The materials remain unchanged.<\/p>\n
What has changed is:<\/p>\n
- \n
- \n
Budget waste reduced<\/p>\n<\/li>\n
- \n
The traffic path has become cleaner<\/p>\n<\/li>\n
- \n
System learning efficiency has been improved<\/p>\n<\/li>\n<\/ul>\n
Essentially:<\/p>\n
The structure has brought back the previously hidden inefficient consumption.<\/p>\n
The material is the forward, the structure is the tactical system.<\/p>\n
The source material is certainly important.<\/p>\n
It decided:<\/p>\n
- \n
- \n
Will the user click?<\/p>\n<\/li>\n
- \n
Is the advertisement attractive?<\/p>\n<\/li>\n
- \n
Can the transformation action occur?<\/p>\n<\/li>\n<\/ul>\n
But the subject matter is more like a striker in football.<\/p>\n
And the account structure:<\/p>\n
- \n
- \n
It’s a formation<\/p>\n<\/li>\n
- \n
It is tactical discipline<\/p>\n<\/li>\n
- \n
It’s the synergy logic of the entire team.<\/p>\n<\/li>\n<\/ul>\n
Even the best striker:<\/p>\n
Without a proper formation,<\/p>\n
He still can only score occasionally through individual ability.<\/p>\n
However, it is difficult to win games consistently over the long term.<\/p>\n
The same applies to advertising.<\/p>\n
Once the material reaches the industry benchmark:<\/p>\n
What truly differentiates ROAS is the level of sophistication in account structure.<\/p>\n
Account structure also determines testing efficiency<\/p>\n
This is a point that many people tend to overlook.<\/p>\n
One of the greatest hidden values \u200b\u200bof an excellent account structure:<\/p>\n
It can significantly improve testing efficiency.<\/p>\n
When the structure is clear:<\/p>\n
- \n
- \n
Fewer variables<\/p>\n<\/li>\n
- \n
Cleaner data<\/p>\n<\/li>\n
- \n
A small budget can quickly validate the direction of your materials.<\/p>\n<\/li>\n<\/ul>\n
When the structure is chaotic:<\/p>\n
- \n
- \n
Testing costs are extremely high<\/p>\n<\/li>\n
- \n
Data is prone to distortion<\/p>\n<\/li>\n
- \n
The conclusion is unreliable.<\/p>\n<\/li>\n<\/ul>\n
Ultimately, this will lead to:<\/p>\n
- \n
- \n
Incorrect material iteration direction<\/p>\n<\/li>\n
- \n
The team kept making misjudgments<\/p>\n<\/li>\n
- \n
Subsequent optimizations became increasingly off-track.<\/p>\n<\/li>\n<\/ul>\n
One wrong step leads to another.<\/p>\n
Conclusion: Structure is the infrastructure; materials are merely tactical maneuvers.<\/p>\n
In actual deployment:<\/p>\n
- \n
- \n
Material optimization is a high-frequency operation.<\/p>\n<\/li>\n
- \n
Adjustments need to be made every day<\/p>\n<\/li>\n
- \n
Updated every week<\/p>\n<\/li>\n<\/ul>\n
However, the account structures are different.<\/p>\n
It belongs to:<\/p>\n
- \n
- \n
infrastructure<\/p>\n<\/li>\n
- \n
Underlying logic<\/p>\n<\/li>\n
- \n
Systems Engineering<\/p>\n<\/li>\n<\/ul>\n
This is also the part that should be considered first before any large-scale deployment begins.<\/p>\n
The correct order should be:<\/p>\n
- \n
- \n
First, plan the account structure.<\/p>\n<\/li>\n
- \n
Further develop budget logic<\/p>\n<\/li>\n
- \n
Further divide the learning path<\/p>\n<\/li>\n
- \n
Finally, there’s the placement of promotional materials.<\/p>\n<\/li>\n<\/ol>\n
because:<\/p>\n
Once the structure is in place, the materials will have room to be utilized.If the structure isn’t right, even the best materials will just fill the gaps.<\/p>\n
A truly excellent pitcher, upon receiving a new product:<\/p>\n
The first thing is not to ask:<\/p>\n
“Are the materials ready?”<\/p>\n
Instead, think first:<\/p>\n
- \n
- \n
How to dismantle a campaign?<\/p>\n<\/li>\n
- \n
How are people categorized?<\/p>\n<\/li>\n
- \n
How should the budget be allocated?<\/p>\n<\/li>\n
- \n
How should the learning path be designed?<\/p>\n<\/li>\n
- \n
How to isolate testing from scaling?<\/p>\n<\/li>\n<\/ul>\n
This order absolutely cannot be changed.<\/p>\n
Enable more efficient overseas growth investment<\/p>\n
In an environment where competition for overseas traffic continues to intensify, what truly determines the effectiveness of ad campaigns is not just account structure or creative optimization, but rather…A more systematic strategy design + a more stable budget and scaling pace + a more professional execution team collaboration\u3002<\/p>\n
If you are looking for a partner who can consistently improve ROAS and achieve scalable customer acquisition growth, please consider communicating with us further.<\/p>\n
Whale Interactive Technology Co., Ltd. has been deeply involved in new media promotion and communication for over a decade. Leveraging its international operational background, it focuses on providing global PC game and application clients with services including: trending creative planning, precise customer acquisition and placement, and efficient conversion optimization. The team comprises senior operations, art design, media placement, and customer service support personnel. In the gaming sector, its daily advertising reach exceeds 500 million people, with business covering over 100 countries and regions worldwide, and annual advertising transaction volume exceeding US$100 million.<\/p>\n
For more information on cooperation opportunities, please visit our official website: Whale Interactive Official Website<\/a><\/p>\n
Media Contact<\/span>
Company Name:<\/strong> Whale Interactive Technology Co., Ltd.<\/a>
Email:<\/strong> Send Email<\/a>
Country:<\/strong> China
Website:<\/strong> https:\/\/en.jyadc.net\/<\/a><\/p>\n<\/p>\n","protected":false},"excerpt":{"rendered":"
Many people’s understanding of advertising account structure is still limited to the three-tiered structure of Campaign, Ad Set, and Ads.But a true account structure is never a simple stacking of levels. It is essentially: The battlefield you define in front … Continue reading
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