Prepare for 618! The latest Baidu search & information flow advertising guide!

The biggest e-commerce promotion in the first half of the year, 618, is approaching. Faced with the fierce competition for traffic, how can we respond and achieve a surprise victory?

The 2020 618 e-commerce promotion Baidu advertising guide is freshly released for your reference.

Industry Trends

1. Search market trend: Traffic continued to grow in late May and reached a peak on the eve of 618. It is recommended to grab traffic during the off-peak period

Trend interpretation: The trend during the 618 shopping festival in 2020 is similar to that of previous years. The retail industry started to warm up in late May, gathered momentum in early June, and traffic began to increase significantly in mid-June. After 618 shopping festival, traffic gradually declined.

Advertising suggestions: Grasp the traffic trend and deploy the promotion budget in advance, match the targeted conversion method to increase the price, and gradually expand the volume from the beginning of June

2. Information flow market trend: Overall traffic continued to rise in June and was relatively stable during the 618 period

Trend interpretation: The overall traffic is at a high level in June, and no obvious peak was seen during the 618 period

Advertising suggestions: Start creating new ads and increasing the volume in May, plan ahead and accumulate conversions

3. Analysis of information flow competition: Competition among various traffic types intensified during the 618 period. It is recommended that other industries acquire customers at different peak times.

Trend interpretation: From May to mid-June, traffic was in the daily competition period. During the 618 period (June 16-20), competition intensified. After 618, competition slowed down. There was a slight increase at the end of June.

Advertising suggestions: Retail industries should start the basic construction of the activity warm-up period one month in advance (adding new plans, adding words, optimizing creativity), and gradually increase prices to grab volume; non-retail industries should avoid the peak competition period (June 16-June 20), focus on bidding, creativity, etc., and appropriately improve competitiveness

4. Information flow industry trends: The retail industry entered the 618 preheating period in May and reached its peak on 618

Trend interpretation: The display volume of the retail industry has continued to rise since mid-to-late May, reaching a peak on June 18, and gradually converged after June 18; the display volume of the vehicle logistics, personal products, and cosmetics industries has increased significantly after June 18

Suggestions for placement: The retail industry can preheat in advance, gradually complete the account expansion plan, and focus on the 618 period; non-retail industries should optimize the account foundation before 618, keep a low profile during 618, and make efforts after 618.

Industry placement recommendations

1. Recommendations for retail industry placement

Various e-commerce companies started to warm up and accumulate momentum in late May. The market gradually rose in the middle of the month. The cost of competition in the e-commerce industry continued to rise, and Baidu App was in a fierce competition situation.

[Before 612] Pre-sale, subscription and deposit product promotion, grasp the traffic competition depression, deploy budget in advance and increase bid by 10% to gradually grab volume

【612-618】Traffic peak, increase budget to expand traffic range, relax directional settings, increase conversion cost reference average by 10~20% to increase competitiveness

2. Suggestions for investment in the education industry

During the 618 period, competition for Baidu App traffic intensified, and the retail industry obtained more traffic by raising bids.

[Before 612] The education industry maintains its advantage in Baiqingteng and Haokan, and promotes normally according to the customer's competitive cost

【612-618】There is a large room for gaining volume in Baiqingteng and Haokan, which are traffic depressions. They can be used as key delivery channels for budget allocation. Targeted combination of audience packages + new interest targeting + automatic expansion can improve the accuracy of the audience and the ability to gain volume.

3. Suggestions for investment in the life service industry

The bidding costs of e-commerce festivals continued to rise from 612 to 618, and the competition in Baidu app was fierce and fierce.

[Before 612] Baidu APP and Baidu Haokan are combined, with targeted and interest tags, and the average industry cost is used as a reference for delivery

【612-618】Baiqingteng CPA trend is close, <Housekeeping Service> <Weiqing Dating> has room for competition, you can use automatic expansion + intent words + new interest delivery

4. Recommendations for investment in the financial industry

The bidding costs of e-commerce festivals continued to rise from 612 to 618, and the competition in Baidu app was fierce and fierce.

[Before 612] Baidu App and Haokan Video need to set up accounts in advance to accumulate or maintain competitiveness in advance

【612-618】Baiqingteng CPA trend is close, there is room for competition, so you can tend to invest in it

The 618 promotion is coming soon. I wish all advertisers to keep moving forward and return with a full load!

Author: Baidu Marketing Center

Source: Baidu Marketing Center