How to launch new products quickly, in batches and logically when launching Baidu information flow?

This is not a beginner's guide on how to operate the Baidu client, so I am not responsible for teaching the most basic account operations.

The main text only shares my real thoughts on how to quickly launch new products in batches and logically when actually launching Baidu information flow .

The full text outline is as follows:

[Outline mind map]

Zero丨Business Analysis

Before actual operation, make sure that you have clearly defined how to set the targeting, whether the purpose of this test is to verify the market demand for the product or to confirm the effects of different media, whether the core test is keyword or interest targeting, the delivery target and the daily budget for each variable, etc.

If you are not clear about this part, you can read my previous article "Is the information flow effect not good? Maybe you haven't done business analysis seriously, so I won't go into details in this article.

1丨Import beb backup

For batch operations, do not use the web version. Download the " Baidu Promotion Client", log in to the account, set a note partition for the account, and then import the beb file backup and fine-tune it to avoid manually creating a new planning unit idea every time and repeating the work.

[Import backup]

Note: beb file contains a plan, under which there are three single-interest units and three three-interest units. Only one unit has three creative templates, and the default delivery method is 100 traffic .

1. Naming logic

① Plan name: Product_Ad space

eg.Test_large picture

② Unit name: keyword number + directional number x directional number + terminal + gender_the first two characters of the official directional name

eg.G0dt3X1Mb_Financial Life Building Materials

③ Creative name: company name + media name + pitcher name + keyword number + ad slot abbreviation + interest targeting quantity x interest targeting number + platform + gender + material number + copy number

eg.AQBDXXLjjG0dt3X1Mb4

[Name Explanation]

The naming is adjusted according to the test objectives of different scenarios. For example, in actual applications, I did not use "Keyword Number G0" because I am not planning to test the word segmentation package for this product at present, so I omitted it.

In addition, the purpose of using uppercase and lowercase to separate English abbreviations is to make them visually distinct. If you find it easier to read in full case, you can ignore these details.

2. Fine-tune the imported file

Because the beb backup is directly imported from other accounts, there are two settings that need to be adjusted first.

① Modify the product name in the plan column

② Correct the brand name in the creative column

[Plan-Naming; Creativity-Brand Name]

3. Upload and update account error

When you import backup files from other accounts into Baidu client and upload and update directly after setting up, you will often get the message "Account publishing failed". Don't worry, just upload a few more times.

2. Set unit orientation

0. Historical sales data and crowd packages

In business analysis, the most valuable reference is the historical sales data of the products launched (both online and offline). Which regions, media, and materials convert better?

Is there any information about the population that has already been accumulated? If yes, you can try to apply for the crowd package (web client - assets - custom crowd management). In my personal experience, the conversion will be better. If not, just set it according to the crowd portrait.

[Need to apply for activation]

1. Conventional Orientation

Set bids, age, gender, education, region, platform, network, etc. as planned. My personal suggestion is that you don’t need to set too narrow a targeting for new products, as this may cause you to fail to generate volume and measure results.

When setting up the long-term interests column, don’t just “select all”. I usually strategically exclude only “public welfare”. The effect is roughly equivalent to “select all”, but there will still be data in the background.

[Note in Baidu backend]

In addition, Baidu's intelligent recommendation is still very user-friendly. Log in to the web client, click "Optimization Center-Account Diagnosis" and "Assets-Targeting Assistant" respectively, the system will recommend some relatively high-quality targeted packages and intent words, which you can use or not as you wish.

[Optimization Center-Account Diagnosis; Assets-Targeted Assistant]

Next, I will focus on how to manually find "intent words".

2. Intent Words

Baidu started out as a search engine, so the weight of intent words (keywords) is quite high.

There are many ways to expand your keywords. If you come from an SEM background, you will be able to do it quickly. If not, don’t be afraid. I recommend these three channels for expanding your keywords.

① Alibaba Index

For search categories, Alibaba will provide Taobao hot search term packages, which can be directly downloaded to your local computer and copied and pasted for selection.

[ index.1688.com ]

②E -commerce website

Taobao and JD.com both have keyword rankings, so when naming products, the store owner has already studied which keywords have good traffic, and pays attention to these stacked keywords, which can be used directly.

[See product title ]

③Aiqi SEM keyword expansion tool

Among all the keyword expansion tools, the most convenient and updated software is "Aichi SEM keyword expansion tool" (download address: http://www.27sem.com/article/55.html).

The core idea of ​​​​keyword expansion is to remember the three types of brand words, product words, and competitor words in the early stage, region and traffic long tail in the middle stage, and segmented models and question long tail in the late stage.

For example: How to expand the wording for "人本帆布鞋"?

Brand words: Renben, Renben shoes, Renben canvas shoes, are Renben shoes good, how is Renben...

Product words: canvas shoes, casual shoes, flat shoes, cloth shoes, white shoes, casual shoes...

Competitive words: Warrior canvas shoes, Converse canvas shoes, Global canvas shoes, Double Star canvas shoes…

If you don’t know what categories there are, search on Taobao, then use the Aiqi Tuoci tool to search for them one by one, and then export them to Excel for filtering.

[Aiqituoci tool]

3. Upload materials and write copy

1. Upload materials

Ask the designer to make materials for different advertising positions in advance. I usually make three sets each time. After getting the materials from the designer, I first give them "material numbers" to facilitate naming the channel code.

The specific number depends on whether the team uses a public material library or a personal material library. This is my personal library, so each product is numbered individually starting from 1. The table records the upload time, picture name, ad position, picture number, and picture, as shown in the figure.

[Material Archive]

2. Write copy

How to write copy is a big lesson, and good copy is made with money, but adhering to the principle of quickly implementing the plan, I recommend Baidu's built-in "BiXin Creative Engine" (web client - promotion management - feed creative tool). Just search for product words, and the system will list high-quality copy for you to choose. Is there anything faster than copying?

[Pen Tip Creativity]

As for the advanced rules of copywriting, there are actually only five routines, namely: contrast comparison, loss aversion, altruism, bringing in life scenarios and emulating leaders. Students who are interested can savor them for themselves, and I will expand on them when there is a chance.

For more information about creative improvement of feed ads , click on the following picture to join the community ~

3. Copy ideas in bulk

Operation steps: Create numbers for materials in the Excel table → Modify the creative name in the corresponding unit → Upload materials with the corresponding numbered creativity → Write titles for different materials → Select all creatives to copy → Click the plan name to batch paste into the unit → Replace the creative names of different units with text → Select all creatives under the plan → Click to set tracking URL → Finish.

[Copy ideas to each unit]

[Text Replacement]

[Set Tracking URL]

Continue to create a new plan and directly copy the old plan, adjust the naming orientation and reselect the creative picture. It's just a matter of practice.

IV . Review & Reexamination

After you have created a plan, set directions, and uploaded all the materials, you can submit it for review. If you encounter common errors such as URL domain name mismatch, Baidu will pop up a prompt. If the case is successfully brought to trial, it will enter the review stage.

1. Plan Settings

After successful review, suspend the account at the planning level first, set the delivery time period and budget allocation method, to avoid the material being reviewed quickly and exceeding the budget.

Why did it go over budget?

Because I heard from Baidu officials and third parties that budget limits will affect traffic distribution. Although my test didn't show much of an impact, for this kind of metaphysics, I'd rather believe it than not. I'm used to not setting a budget for new plans when they are reviewed, and then setting a limit after they're approved.

2. Channel code test

In normal delivery, "channel code correspondence error" is definitely one of the most frustrating problems, so I always customize the tracking creative name. In this way, as long as my corresponding creative name is not wrong, there will be no problem using Baidu's "Set Tracking Link" machine coding.

To be on the safe side, I will still click on different units one by one and visually check whether the creative name and the channel code part of the promotion URL match.

If there are many units, don’t scan them with your eyes. Select all the materials in the account, export them to Excel, separate the promotion URLs, and use the if function to determine whether the creative name and channel code match.

[Export to EXCEL]

3. Landing Page Testing

Complete testing of the landing page involves web page performance testing, adaptation and compatibility testing, regular/weak network testing, etc. It is best to have a professional tester responsible for this.

For publishers, it is important to emphasize whether the channel code can be displayed normally in the background.

Different systems have different rules for setting channel codes. For example, some are "domain name +?=+tracking code", and some are "domain name +?XX=tracking code". Confirm clearly with the technology, and then open the landing page for actual testing.

Fill in the order information and submit it, then check whether there is an order in the background? Is the channel code correct? Can the order data be exported normally?

[Channel=channel code]

After a careful review, if there are any errors, modify them directly. Once confirmed to be correct, ask the media to urge for review. Once these are completed, basically just wait for feedback.

But if this is a new media platform that I am exposed to, I will take advantage of the review to first understand the format of the system report and what fields it contains, and then plan and organize the analysis template in advance. In this way, after the data is generated, I can directly paste the original table and connect the pivot table to update it, which is much faster. Since this part does not fall into the scope of the previous plan, I will not elaborate on it.

The above steps are my personal ideas and practical operations for creating a new Baidu information flow delivery plan, for reference only.

#

Finally, I want to say that sometimes you can understand a pitcher’s logical level by looking at his account tree.

Of course, it doesn’t mean that the more detailed you are, the better the effect will be. I have seen households with messy classifications, but the results of their advertising are so good that it makes you question your life. It’s just that this way of operation will most likely turn the pitcher’s thinking into "metaphysics", making it impossible to conveniently summarize and share experience.

I always emphasize the importance of building underlying knowledge and do not recommend copying it completely. Different pitchers have different ideas in different scenarios and environments. Trying to find a foolproof strategy and universal rules is either lazy or stupid.

Logical and reusable is always the efficient learning method I pursue.