Can’t do these 5 things? I advise you not to invest in information flow!

According to the latest data from iResearch MUT, there are nearly 1.06 billion independent devices for mobile video apps in China. The iQIYI app has 540 million independent devices per month, accounting for 51% of the total mobile video users, ranking first in the mobile video industry. Whether it is daily active users or monthly active users, iQiyi ranks among the top in all indexes this year.

Recently, some people have left messages raising some questions about iQiyi's information flow delivery function and techniques. The editor has specially compiled some introductions to related functions and settings for iQiyi. We also hope that everyone can truly understand the products and functions and make correct delivery decisions.

1. Keyword Function

First of all, we need to emphasize a misunderstanding that many students who put out information flows have. The keyword function and conditional targeting are completely different logical tools . Therefore, the two functions must not be forced together, because this will not get exposure. The keyword function is to capture qualified users across the entire platform (regional customers are divided by region). Therefore, on this basis, if we insist on adding other conditions, we will only filter out our target customers.

Secondly, when investing in "core words", avoid " long-tail words " because keywords are in a "and" relationship, that is, as long as one word is met, it can be captured. There is no doubt that the longer the tail word, the more accurate it is, but the longer the tail word, the less exposure inventory will be.

Keywords can be distinguished from two aspects:

1. User behavior words: Because our platform is content-oriented, your keywords can be directed to the content on the platform. For example, a certain drama, certain stars, etc. The platform will capture and distribute traffic based on user behavior.

Especially in the video-related position, you can directly place your ad below the relevant content.

2. Commercial advertising words: only applicable to Baidu search . I won’t explain the relationship between Baidu and iQiyi in detail here. Generally speaking, the data are connected, as you know. When casting our information flow, we can capture users who have search behaviors and accumulated data on the same device.

In terms of optimization, it is recommended to export keyword reports every day. We can optimize the keywords we place based on the data in the reports.

In short, keywords are a very powerful function that can be accurately targeted.

2. CPC Pricing Notes

1. First, we need to understand the factors involved in CPC pricing: bid and CTR .

2. Let’s talk about the price first. CPC will be converted into ECPM to compare prices with customers who bid CPM . The highest bidder wins.

3. Before delivery, the system will estimate the CTR of the material. Therefore, the higher the CTR, the stronger the competitiveness. So here the editor would like to emphasize optimization, especially for the materials/ copywriting / landing pages, which require a lot of effort to research and optimize.

4. The platform will distribute exposure to materials with high CTR but not to materials with low CTR. On the one hand, it is because of the price, and on the other hand, the product has its own algorithm, and the platform will definitely distribute traffic according to the maximization strategy.

5. On the basis of the fourth point, add more materials and consider which materials should be replaced in time and which materials will be more conducive to conversion based on data performance.

3. Materials/copywriting/landing pages

This is a slot point. Regarding the phenomenon that many information flows publish plagiarized materials, here are three reasons to explain the shortcomings of plagiarism:

1. The ads displayed each time the information flow is refreshed are different;

2. Even if the click rate of this material is 5%, the same material will never exceed 5%;

3. In the face of a complex optimization system, materials are only one of the influencing factors;

Therefore, when it comes to optimization, we still need to constantly find new methods to try.

4. Bidding Issues

It should be emphasized that we don’t actually need to know the bids of other customers, because we only consider bidding when our own results are OK.

For example, someone suggested that we invest in video floating layer, which costs 5 yuan and has a stock of several hundred million. Perhaps we would not consider it because we feel that it will not produce any effect. Everyone wants to consider the position with good effect and wants the lowest price. Therefore, regarding the bidding of iQiyi information flow, there is no need to know the bids of other customers. We just need to optimize the effect to achieve the expected effect and get the traffic we want.

5. Exposure Issues

1. Don’t worry about the estimated exposure given by the backend, because no matter how much the estimated exposure is, it may not be yours;

2. There is no need to worry about the full quantity. This is an inventory issue. No matter how large the inventory is, if you can’t get it, the data will be meaningless even if you have it. The focus should still be on optimization.

The above answers the questions that people often worry about iQiyi's information flow. It is not limited to iQiyi. Many of the mechanisms of other information flow platforms are similar and can also be used as a reference.

In fact, the various product lines on the platform, in addition to information flow, also include social , news, and various resources that can be deeply optimized. Therefore, we need to consider the overall delivery strategy rather than making a breakthrough in a certain product.