Recommendations for investment in major industries during the epidemic, for reference!

The novel coronavirus epidemic that has swept across the country has caused most offline businesses to close overnight. While people are confined to their homes, online business has experienced an unexpected boom. Online shopping for vegetables, online medical consultations, home delivery of medicines, online classes, and remote work have become part of daily life during the epidemic.

Extraordinary times have reshaped people's consumption concepts and habits. So the opportunity is in front of us. Major industries are faced with the challenge of transforming from short-term customer acquisition to long-term conversion, operation, and retention. How can we seize traffic, build a delivery framework, and achieve online transformation?

1

Education Industry

Due to the impact of the epidemic, some policies require suspension of classes/cancellation of exams, etc., resulting in the transfer of offline courses to online courses.

▶ Impacted industries: academic education, studying abroad, vocational education, etc.

Delivery suggestions:

1) Search promotion can be resumed with the help of ocpc to stabilize the effect and prepare leads in advance for later follow-up.

① It is recommended to start advertising earlier than the official resumption date, so as to recover with competitors first and seize traffic.

② Analyze the CPA gap with competitors through ranking reports, increase competitiveness through CPA, and recover quickly.

2) For feed units with daily conversion volume greater than 20, second-level direct investment can be used, with high bids to quickly expand the volume and increase the click-through rate through programmatic creativity.

3) You can focus on placing feed videos and regularly invest in information flows .

① Video material: mainly oral or KOL type.

② Explanation style: Both horizontal and vertical videos can be broadcast, and the vertical video can be broadcast with a horizontal cover. (Horizontal version video and vertical version video are hereinafter referred to as horizontal version and vertical version)

③ Bidding: It is recommended that the vertical version is slightly higher than the horizontal version.

④ Targeting: The vertical version recommends targeting highly relevant secondary interests or new interests.

⑤ Budget: It is recommended to set the daily average to be greater than cpa*10 in order to accumulate enough conversions for the model to learn and optimize.

4) Haokan Video: Vocational education can be given priority.

① Recommended styles: large image link, large image video, large image download, large image video download, three-image link - comment area insert, small image link, etc.

② Bidding: mainly based on short phrases or highly relevant secondary interests.

③ Targeting: It can be used in conjunction with ocpc conversion bidding, but ocpm is not recommended.

④ Budget: It is recommended to set the daily average to be greater than cpa*10 in order to accumulate enough conversions for the model to learn and optimize. If there is a suspended plan with good results, it is recommended to copy it and accumulate data again.

▶ Opportunity industries: K12 education, language training, interest training, etc.

Traffic grabbing solution:

1) Search promotion mainly focuses on oCPC to improve efficiency and expand volume

① Actively seize traffic by increasing CPA and pay attention to competitive relationships. It is recommended to increase it by 10-20%, try to align it with the ROI cost, and avoid frequent adjustments.

② Expand targeting and increase coverage traffic.

Keyword targeting: It is recommended to promote business keywords, such as "primary school mathematics" and "oral English training". It is recommended to add keywords periodically every 2-3 days, and add more after they are stable, to avoid increasing the batch at one time. Support tools: intelligent keyword addition, keyword planner, business point delivery, etc.

System automatic orientation: If the conversion target depth ROI effect is stable, it is recommended to use the "active expansion" gear. Expand core + business + industry traffic.

2) Information flow promotion suggestions to increase the intensity of investment

① If the daily conversion rate of ocpc units is greater than 20, it is recommended to make a high-bid second-level direct investment to help expand the volume quickly.

② It is recommended to set the daily average budget to be greater than cpa*10 in order to accumulate enough conversions for the model to learn and optimize.

③ For the FEED video section, it is recommended to invest in Baidu information flow.

Video material: mainly situational dramas and celebrity sermons. You can try using course video presentations and focus on selling points such as giving benefits.

Delivery style: Horizontal video and vertical short video. Vertical video with horizontal cover added.

Bid: The vertical version is slightly higher than the horizontal version. For the vertical version, it is recommended to place bids based on highly relevant secondary interests or new interests.

·Targeting: Try to relax age and gender restrictions to capture more suitable groups of people.

2

Medical Industry

Affected by the epidemic, overall traffic has increased, but it is mainly concentrated in disease knowledge traffic, which is difficult to monetize. Moreover, hospital admissions and patient visits are restricted by the epidemic.

Delivery suggestions:

1) Search promotion gives priority to using ocpc to ensure effective traffic

① The account uses a more precise delivery plan (such as precise matching, precise expansion mode, etc.) to ensure the effect.

② Continue to segment business points and package them for delivery, and block irrelevant traffic in a timely manner.

2) Try Baiqingteng for feed

① It is recommended to select medical-related media categories, media packages, and media IDs for targeted delivery.

② The novel reading traffic is not limited to any industry. It is recommended to target diseases with a high incidence rate in the novel population to ensure the effect.

3

Cosmetic Surgery

Due to the Spring Festival and the epidemic, the reservation rate was low and the holiday was delayed, and the overall traffic volume dropped significantly.

Delivery suggestions:

The overall recommendation is to acquire traffic through multiple channels, focus on optimizing the feed end, and increase the reserve of effective visitors to facilitate follow-up after the holiday.

1) It is recommended to resume search promotion earlier than the official resumption date, before competitors resume, and seize traffic.

① It is recommended to compete for traffic through expansion plans (adding words, broadening matching, targeting, etc.) on the basis of using precise delivery plans.

② Analyze the CPA gap with competitors through ranking reports, improve competitiveness through CPA, and quickly restore industry conditions.

2) It is recommended to increase the delivery of feed and deliver good-looking videos at the same time. It is recommended to use ocpm.

① Recommended styles: large image link, large image video, large image download, large image video download, three-image link comment area insert, small image link.

② Targeting method: focus on short phrases or highly relevant secondary interests. Bids can be combined with ocpc conversion bids. It is not recommended to use ocpm.

③ Budget: It is recommended to set the daily average to be greater than cpa*10 in order to accumulate enough conversions for the model to learn and optimize. If a plan that is running well has been paused, it is recommended to copy it and accumulate data again.

4

Directly affecting the industry

Industries that directly affect investment need to gradually recover based on policies and actual conditions.

Current status of real estate and homes: Due to the epidemic, the house viewing rate has decreased. Affects new housing, second-hand housing and rental business.

Current status of business services: Due to the impact of the epidemic, users are unable to come to negotiate, and companies continue to suspend operations and reduce investment.

Current status of vehicle platform: Due to the epidemic, offline activities for auto show customers have been temporarily cancelled.

Current status of tourism services: Affected by the epidemic, the tourism industry has suspended group tours.

Current status of life services: Affected by the epidemic, services are restricted, personnel are limited, and promotion is suspended. Impact on business pension/nanny, logistics and transportation, etc.

Delivery suggestions:

It is recommended to open some regions or businesses that are less affected by the epidemic and explore traffic. Take the day as the dimension, pay attention to the changes, follow the netizens' activities and behaviors to restore the delivery nodes and gradually recover.

The above is today’s content. For all industries, this epidemic is an unexpected “black swan”. For some industries and fields, experiencing this epidemic will accelerate their overall development. But for all industries, the epidemic is a crisis. It is both a short-term pressure and an opportunity to change the industry landscape. After the epidemic is over, a retaliatory rebound in consumption is foreseeable.

Author: Baidu Beijing Marketing Center

Source: Beijing Marketing Center