In-depth information | The most comprehensive guide to Baidu information flow advertising is online

Baidu is one of the three largest traffic giants, and most domestic users are using its search engine. Baidu's information flow is native advertising that is interspersed in the information flow on Baidu's homepage, Baidu Tieba and other sections.

Although Baidu Information Flow started late, it has developed rapidly in the past two years. Because it has a search foundation, it cannot get rid of its inertial thinking - keywords, so keywords must be included in Baidu information flow, and keyword packages are an important factor affecting traffic.

Therefore, today we will explain Baidu information flow from three aspects: channel characteristics, key points of operation and practical construction.

1. Characteristics of Baidu Information Flow Channel

1. Advertising platforms: Baidu Mobile, Baidu Tieba, Haokan Video, Baiqingteng

2. Advantages: search foundation, keyword targeting, user accuracy, high quality

3. Disadvantages: Poor algorithm, high technical requirements for operation, less traffic than other platforms

4. Recommendations: Small and medium-sized enterprises, TO B industries, and small budget accounts are recommended to place

5. Channel characteristics: Search intelligent channel (still based on the algorithm mechanism of intent words. Although ocpm and new interests can now not rely on intent words, the platform itself still relies on search behavior)

6. The first element: intention words

7. Secondary factors: interest, page, bid, etc.

8. Preferred bidding method: OCPC, OCPM, CPC

9. Attributes of traffic groups in each position:

2. Key points for setting up Baidu information flow account

1. Intent words

After all, Baidu is mainly a search platform, and intent words are one of the most important targeted means of acquiring potential customers.

▲ Word extension method

1. Bidding account search terms

2. System recommended words

3. Intent word recommendation tool

▲ Word segmentation method

There is no need to classify them in detail like bidding, just roughly classify them according to the bidding method

1. CPC classifies words according to their parts of speech, and accurately controls the effects of different word classes (it can be divided into about 5 groups)

2. OCPC long and short word classification, mainly root, gives the system the maximum exploration range

2. Interest classification

Old Interests: The system gives visitors labels based on the types of information they are interested in (not very accurate)

▲ Core interests

The tag category that best matches the industry characteristics in the interest classification

▲ Interests of the crowd

As long as it is related to the industry population, or the tag categories that the industry population may pay attention to, the population interests can be obtained through population analysis or core interest expansion.

3. Bidding method

▲ CPC

Traditional bidding methods require manual and precise control , so generally CPC + basic targeting + old interest + intent word delivery, and the intent words need to be subdivided according to part of speech (about 5 groups are enough)

▲ OCPC

OCPC is divided into two delivery methods:

1. The first stage of delivery is similar to the CPC bidding method, which requires precise regulation. After reaching the second stage, the targeting is slowly released;

2. Skip the first stage, basic orientation + old interests + intention words (long and short words are fine) or basic orientation + new interests

▲ OCPM

Refer to Toutiao's OCPM bidding method. There is no need to add intent words. Basic targeting + old interests (crowd interests) or basic targeting + new interests (core interests)

4. Creativity

▲ Creative type

Custom creatives: If you have creatives that have performed well in the past, you can manually combine the creatives.

Programmatic creativity: Unstable material effects in the early stages can recommend creative types to choose from , allowing for a more diverse combination of copywriting and materials.

Additional ideas: It is recommended to use pages with form and phone components to convert visitors more quickly.

▲ Creative style

CTR: small picture < three pictures ≤ large picture ≤ showcase < video

Suggestion: Do not have multiple creative styles in one unit, otherwise it will lead to uneven traffic distribution; small pictures, large pictures, three pictures, showcases, and videos should be placed in separate units

3. Practical operation of setting up Baidu information flow account

Baidu's bidding promotion and information flow promotion are on the same platform. After we log in to our account, we can click to enter the backend and start building the plan.

1. Set up a promotion plan

It contains basic information such as budget, date, time period, etc. of a planned promotion.

01. Project Name

Generally speaking, promotion plans are divided into: information streaming media, products, and target audiences.

For example: Sohu - Travel - Brand Group

If there are separable sub-latitudes in the same latitude, they can be distinguished by “*”.

For example, product latitude split: Sogou - Beijing, Shanghai, Guangzhou * Island tour - brand group

02. Choose the target audience

Most of them are landing pages, so just select the website link.

If you download the APP, you can choose according to the situation.

03. Budget

Budgets are generally customized, and it is recommended that the budget be set 20% higher than the estimated budget.

For example, if your boss says you can only spend 500 yuan a day, then you should set your custom budget to "600" to avoid affecting your traffic when your budget is almost gone.

04. Promotion Date

This is easy to understand, just choose according to the promotion strategy.

05. Promotion period

Just select the time period you want to deliver.

06. Budget allocation control

Generally, when you first start launching, it is recommended to choose a uniform speed when the data is incomplete or you cannot monitor the account in real time. Later, when you have a certain amount of data or can monitor the account in real time, you can choose to speed up.

2. Set up promotion units

After setting the above information, we can click Continue to the next step to create a new unit.

01. Create a new unit

Like units and plans, the importance of naming them is self-evident.

The general format is: segmented targeting method (interest + keyword) and image format naming

For example: Travel - Single Image

02. Placement information

There are two types of placement information: traffic and placement.

Regarding the delivery of traffic, if you are bidding on OCPC, you can just give priority to the traffic; if you are bidding on CPC, it is recommended to customize and bid separately for browsers and Tieba.

Regarding placement, they are mainly list pages and detail pages. The effect of the list page is better than that of the detail page. If the initial budget is limited, it is recommended to invest in the list page first.

03. Directional settings

The targeting settings can be set according to the target group of the product. However, when setting up, special attention should be paid to gender, as the differences between men and women will lead to differences in post-production creativity and other aspects.

04. Place bid

Regarding bidding, it is recommended that the actual bid should be higher than the bid recommended by the system , and it can be at a medium to high level. For example, if the system bid is 0.3 yuan, then I can bid between 1-1.5 yuan.

And in the early stages of account building, higher-priced accounts can also be used to get better performance. Here, I have summarized the following bidding situations for reference only:

Bidding on different platforms: Sogou > Tieba > Baidu Alliance Media

Client bidding: IOS bidding > Android bidding

Advertisement bidding: List page > Unlimited page > Details page

Targeted bidding: Keyword + interest targeting > Keyword targeting > Interest tag targeting > Interest targeting

After the settings are completed, you can click Continue to the next step!

3. Set up promotion ideas

Creativity is our last step. After writing the idea, you can submit it for review.

We have already talked about creativity above, so we will not elaborate on it in detail. Please fill in the form according to the above information.

The above is the process of account building. In the entire process of information flow promotion, account building is just the first step. You also need to:

Learn how to create high-click creatives and high-converting landing pages

Understand the delivery strategy of each platform, rather than blindly delivering without purpose

Able to conduct in-depth analysis of data, rely on data to promote work and drive results

Therefore, newbies, don’t work aimlessly anymore. Information flow delivery is also a test of your own abilities.

Author: Pei Jia

Source: Houchang Network