Optimize your information flow by taking these two steps and the effect will increase!

Today, we will use actual cases to further analyze the logic and methods of native optimization (taking Baidu information flow as an example).

First, let’s look at the Internet finance industry. The mutual financial management industry is affected by its industry characteristics, and the difficulty in launching it lies in how to reduce registration costs and investment costs. Therefore, the optimization strategy is to expand the volume by accurately targeting word categories while giving priority to ensuring costs.

The methodology explains that population analysis is the cornerstone of investment. For the Internet finance industry, it is first necessary to clarify reasonable time period settings and population selection.

In terms of time period setting, it is recommended to give priority to the time periods when mutual financial management presents a high search volume (7:00-1:00 the next day), and ensure that there is sufficient budget during the peak user search period and the advertisements are not disconnected.

In terms of population selection, based on the age and gender distribution that over 93% of the population is over 25 years old and the gender ratio is basically half and half for men and women, we select people over 25 years old in the basic population investment attributes and check all genders.

After understanding the basic knowledge of information flow delivery , we can officially start the delivery of information flow . According to the information flow optimization methodology of the Internet finance industry, we have summarized the two-step principle for case optimization in the Internet finance investment industry.

Judging from the proportion of targeted consumption, most of the current financial management accounts use intent words for targeting. Intent tags are a new targeting method with great consumer potential. In terms of effectiveness, intent word and intent tag targeting are also targeting methods that perform well in delivery.

In intent word targeting, the main consumer word category is general words. In the expansion stage, the effect of crowd words on expansion is obvious. Judging from the front-end effects, common words and brand words have better effects.

In terms of the delivery of intent words, it is recommended to use mixed parts of speech within the unit. The advantage of this is that it can effectively guarantee the scale of delivery. In terms of part of speech selection, the number of security, word-of-mouth ranking words and official website words accounts for a relatively high proportion, and this is also in line with the distribution of user concerns.

In the expansion stage, provident fund words and fund words have strong consumption capacity. From the front-end effect, social security words have better effects.

During the expansion phase, the matching mode of intent words can be changed from historical search to full-network behavior for precise expansion. We saw that after this customer made such a modification, consumption increased by nearly 30%, and the cost was in line with customer expectations.

To summarize the principles of targeted optimization of intent words, in the cost control stage, you can give priority to brand words and general words for delivery, and select historical searches as the scope of intent words; in the stage of increasing traffic , you can choose provident fund, social security, and fund-related crowd words to expand the volume, and select the entire network behavior as the scope of intent words.

After completing the targeted optimization of intent words, you can now proceed to optimize the creative delivery.

Judging from the consumption share of styles, three-picture styles are currently the most popular style, and small-picture styles have greater consumption potential. Judging from the front-end effect, large pictures have better effects, but it is more difficult to achieve high volume. Considering consumption, three pictures are still the best style.

Judging from the content of creative materials, it is consistent with consumers' concerns, and the consumption volume of profit-oriented and safety-oriented creative products is relatively large. In terms of effectiveness, safety + benefits and celebrity-related copywriting are more likely to attract clicks.

In terms of creative optimization, we must be good at using the backend creative tools . Currently, this client’s consumption of good copywriting accounts for about 40% of the account’s total consumption. Among them, the regional wildcards are the ones with better consumption scale and effect.

The mutual finance loan industry is affected by the attributes of the industry. The difficulty in launching it lies in how to obtain more registered users while ensuring that the launch costs are controllable. Therefore, the launch strategy needs to prioritize finding more ways to increase registrations and then further optimize costs. We also summarized the two-step principle for case optimization in the Internet finance loan industry.

In the early stage of launch, customers gave priority to expanding their presence among people who had conversions or clicks on Baidu, and the effect was in line with expectations. In the later stage, they gradually chose to expand their presence among people who had clicks or conversions on other channels , and the number of registrations showed an obvious upward trend.

Differentiated bidding is performed on the list page and detail page to reduce the overall delivery cost. Compared with combined investment, separate investment has a 20% decrease in CPC and a 12% increase in registration volume.

During the expansion phase, the same targeting was implemented separately in the entire network behavior and historical searches, and differentiated bids were made at the same time. The number of registrations increased by 30%, and the expansion capability was effective.

The above is the information flow optimization case brought to you by the Internet finance industry. The information flow optimization in the Internet finance industry requires accurate expansion of industry customers on the premise of understanding the information flow optimization methodology, while helping customers to effectively promote and continuously acquire customers, thereby improving delivery efficiency.

The author of this article is @Baidu Advertising View and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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