What is the proportional coefficient of Baidu promotion? I don't believe you know it all!

At present, the most complete online search promotion system in China is the Baidu Phoenix Nest system . Baidu is also constantly improving its system product classification. We can see from the Baidu Promotion Marketing Center that the content displayed in the early Baidu Marketing Center (yingxiao.baidu.com) is relatively simple. Now let's take a look at the content:

So many functions and products are designed to obtain traffic and information exposure, and many of these products involve proportional coefficients.

Why is there a proportionality coefficient?

The reason is simple: bind new products or new functions to the search plan through the proportional coefficient, so that there is no need to create new materials, but only to adjust the search plan to achieve the target functions of certain products. For bidders, without increasing the workload, they can set the proportional coefficients of certain products as needed to meet certain requirements.

So, the question is, among Baidu’s many products or functions, which ones have proportional coefficients?

Yimu summarized and found that the products with proportional coefficients in Baidu promotion can be roughly divided into 8 categories:

Device, matching, region, time period, crowd, style, traffic, clue

① Equipment category: Mobile ratio (plan level and unit level)

② Matching type: Matching bidding (3 matching methods)

③Regional category: provincial and municipal regional settings, store promotion

④Time period: time period setting

⑤ Crowd type: industry fixed investment, crowd targeting, search remarketing

⑥ Style category: customer search style, flash investment style, Baidu push course, competitive show selection, focus moment, pan-brand, Baidu ask doctor (cosmetic surgery)

⑦ Traffic category: search cooperation network, automatic ranking tendency (4 types), page delivery, Baidu Tieba traffic, Baidu homepage traffic,

⑧ Clues: Clues (including: additional phone calls, web page callbacks, consultations, custom forms, form pages)

There is a bid calculator in the Baidu promotion background. The introduction in the Baidu Marketing Center (product description: http://yingxiao.baidu.com/pr od uc t/fc/190.html) is as follows:

Click on the keyword dimension or unit dimension to view the specific proportion coefficient, which needs to be checked in the background.

For store promotion , you need to open a store in the Baidu backend before you can set the store promotion bid coefficient.

Xunke style is a style that focuses on obtaining clues (phone numbers). Its address is xunke.baidu.com

The flash style is also available in Baidu Promotion Assistant, but it is not as rich as the backend. Its address is shantou.baidu.com

Search for cooperative networks . If this is enabled and not set, the system will default to optimizing the bid, and the lowest bid is 0.7.

Baidu homepage traffic . If this is enabled but not set, the system will optimize the bid. In fact, it can be set to 0-10.

Baidu Tieba traffic , if this is enabled but not set, it will be a system optimized bid, and can actually be set to 0-10.

In addition, the Baidu homepage traffic and Baidu Tieba traffic can use the tracking settings recommended by the system.

The additional calls, consultations, and web callbacks included in the clue channel can be operated in the assistant, but they need to be added to the additional creative

So, what is the usage frequency and characteristics of these products or features, and whether the conversion is good or bad? This depends on the account settings and webpage.

Mobile ratio is used by almost all accounts, and the unit level ratio can be set separately. Highest usage rate.

When the split matching bidding was first introduced, some people were using it. However, after a period of time, a large number of people gave up because the matching was not so good. Especially for accounts with insufficient budgets, they would not waste money by opening a broad match, even though the price can be set very low. The usage rate is average.

The provincial and municipal regional settings are suitable for nationwide or provincial advertising, especially for accounts with strong regional conversion rates. This method can be used instead of establishing a separate plan for a certain region. The usage rate is high.

The time period setting should be based on the actual conversion data. For example, you can make a customer information statistics table to determine when the conversion is good and set the additional investment. The usage rate is high.

Store promotion is suitable for accounts that are located in a single city and have physical stores. The usage rate is average.

Industry fixed investment is a convenient function for saving materials, and telephone tracking can be set up for units. Low usage rate.

Audience targeting is similar to search remarketing, except that it is based on the interests and behaviors of the audience. It looks a lot like ad networks , and the lowest ratio is 1.10. The usage rate is average.

Search remarketing seems to be gone, and may have been merged with audience targeting.

The customer search style is mainly to obtain phone numbers. The usage rate is high.

Flash projection style , the full name is flash projection hologram, there are many types of this display style. It is best to set up a separate flash casting background, which has a high utilization rate.

Jingxiu Selection, Focus Moments, and Pan-Brand belong to brand exposure, and have the characteristic of occupying the first place. They are a combination of pictures and texts. The click prices of these three are relatively expensive, but they are much cheaper than Pinzhuan Huabiao, and the materials can be modified at any time. High utilization rate.

The ranking is automatically inclined . For accounts that use keyword-boosting software, this function is no longer needed, but a new home screen function has been added, which is still good. The usage rate is average.

Page delivery is very similar to industry fixed investment and is easy to operate. The usage rate is average.

Baidu homepage traffic is a setting for Baidu homepage information flow . Some accounts have a separate Baidu information flow entrance, which is bound to the search plan. The usage rate is average.

Baidu Tieba traffic means that the search plan can be displayed in Baidu Tieba. The usage rate is average.

For clues , you need to add corresponding materials to the additional creative before you can set it up, and the form needs to have a form URL page before you can set it up. High utilization rate.

No matter which scale factor you use, it is important to understand two points:

① What is the purpose of using this product proportion coefficient? The purpose must be specific. If it is for conversion, this is not specific enough. For example: set the time period, the ratio from 9 to 11 in the morning is 2, and the ratio for other time periods is 1. Then your goal is to grab rankings and increase traffic between 9 and 11. Because you judge based on historical data that the conversion volume in these two hours is relatively high, you can get enough conversions by grabbing rankings in these two hours.

② Post-use data verification, that is, whether the conversion rate is really improved after the proportional coefficient of this function is set for a period of time. If it does not improve, cancel it or set it back to the original value.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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