Essential knowledge for APP mobile search promotion, practical introduction of Baidu Chunhua!
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Baidu's APP promotion is mainly divided into two channels: mobile search and Chunhua 1) Baidu mobile search promotion, also known as SEM , commonly known as "keyword bidding", the advertising system is called "Wireless Phoenix Nest", which is a relatively accurate performance marketing platform. (If you want to only place ads on the wireless side, you need to apply for a wireless whitelist from Baidu) 2) Baidu Chunhua: An App promotion platform backed by Baidu Mobile, Mobile Alliance , and Baidu's own APP (Baidu Tieba) resources. (The actual delivery effect is better in terms of Baidu Mobile, while the exposure of Alliance and Tieba has poor follow-up effects) This article focuses on Primavera Promotion Baidu Chunhua Backend Introduction + Practical Operation On-line Primavera process: After Baidu Chunhua upgrade, sub-package monitoring cannot be achieved Understanding the account background: Left menu navigation: View promotion, finance, data, etc. Upper right corner: Account information, account information, product information Set up an account: Online: Ranking = bid * quality (CTR) Initial launch: After the new product is launched, Baidu will give a relatively high CTR, so in the initial stage we will adjust the bid to x (relatively low) yuan per CPD, and the daily budget amount to M million, to increase Baidu's weight first. After 3-4 days of going online, the traffic will decrease. The main reason is that the CTR after going online is lower than the CTR given by Baidu. Optimization period: Under the premise of ensuring sufficient budget, time-sharing monitoring found that the download volume of Baidu Assistant will increase in the morning, the download volume will increase after noon, and the download volume will increase significantly after 18:00 in the evening. The number of downloads in the early morning is relatively small. According to the rules, we need to dynamically adjust the price: through tiered bidding, we can lower the average download cost of the whole day. Weekdays: adjust bids to -low price from 23:00 to 9:00; adjust bids to -medium price from 9:00 to 18:00; adjust bids to -high price from 18:00 to 23:00. Weekends: Adjust bids to - medium bids from 9am to 11pm; adjust bids to - low bids from 11pm to 9am Ps: Bid adjustments should not be too large Currently Baidu Chunhua upgrades: Gold Medal Words and Category Lists Gold Medal Words: Similar to Baidu bidding, submit keywords (high traffic) in the background, so that you can bid for competitor words Keyword selection: competitor words, general words, brand words Category list: Strive for ranking by adjusting bid coefficients For the gold medal words and category lists, we check the corresponding data through the background and adjust the bid coefficient in time Data performance after going online: Generally speaking, Baidu Primavera: Currently, the backend is relatively simple, and you can optimize the effect by adjusting the bid. When the number of registered people stabilizes, keep the bid at around 1-2 yuan. If the adjustment is too large, the traffic will decrease. Extra: 1. Baidu Mobile Assistant , launch Chunhua advertising, and at the same time increase the download volume and comments by 50 to 10,000, and 1 yuan per comment (Currently Baidu does not have strict control over products that do not involve its own business) 2. People will ask me, I have already uploaded the natural package, why do I still need to put up Chunhua advertising, and the effect is unstable? To put it in an analogy, Natural Package is equivalent to walking, and Primavera Promotion is equivalent to a private car; if we want to catch up with and surpass our competitors, we must use the speed of a private car instead of walking, so as to achieve "all martial arts in the world cannot be defeated by speed." This is also the key to promotion on the mobile terminal. You can only develop if you are faster than others. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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