Promotion Classroom | Baidu Information Flow Advertising Optimization Tips Sharing

The first step of optimization: reasonable account construction - it is recommended to refer to the following structure for construction to facilitate subsequent data monitoring.

1. Sogou portal: Create a plan based on keywords (it is recommended to use the backend recommended word package. If 200 words are not enough, you can choose words with high traffic and high conversion in the Fengchao account for self-recommendation)

a. A plan of brand + competitor keywords to obtain accurate traffic. You can increase your bid.

b. Product word plan, as the basis of traffic source, recommends a medium bid.

c. The crowd word plan can be used to place words surrounding industry-related content (Japanese, such as animation-related). This type of plan is used to supplement traffic, and it is recommended to run volume at a low price.

In addition to keyword targeting, the above plan must select all interest targeting settings and cancel the "medical industry" interest point. According to the display mechanism, the exclusion method rather than the optimization method is used in interest screening, canceling some extremely irrelevant points of interest to retain the majority of traffic. At the same time, after setting keyword targeting, it is not recommended to set other natural attributes so as not to affect normal display.

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2. Tieba entrance: Divide the list page and content page from the planning level, set the budget separately, and avoid the situation where two display positions compete for their own budget within the same plan.

Tieba targeting also takes keyword targeting as the core. On the basis of referring to the Sogou plan structure, Tieba directory targeting is added. The screening principle of directory targeting is to eliminate most irrelevant Tieba. Interest targeting can select all. It is also not recommended to set natural attribute targeting to avoid affecting the display. Different types of materials can be delivered in separate units within the plan.

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3. Browser entrance: It is recommended to build it according to the Sogou plan. The targeting and plan classification should refer to the Sogou structure. According to the current product traffic distribution, the investment in Tieba and Sogou should be increased.

Optimization Step 2: Material Optimization

During the information flow advertising delivery process, only after a certain amount of display is achieved will we move on to the next step of optimization: click volume. There are two factors that affect click volume: CPC & CTR. Regarding bidding, it is recommended to set the price at 1.5-2 times of the target CPC to increase competitiveness and ensure display volume. As a type of display advertising, creative freshness, relevance, diversity and periodicity all have a direct impact on CTR. Our education clients can increase the attention of information flow ads from the following aspects.

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1. Price-related creative ideas: Creative ideas for course discounts generally have a higher click-through rate and are very attractive to consumers.

2. Human-oriented creativity: Combine some common psychological characteristics of the target group (such as the desire for success, curiosity, thirst for knowledge, etc.) to attract clicks.

3. Value-based creativity: Provide solutions to meet the needs of netizens and help them solve their existing confusion.

4. Design creativity: Learn from the innovations of customers in other industries in information flow materials, and make the products more design-oriented through image cutting.

Of course, different audiences will have different focuses on educational products. For example, the consumer groups for language training are mainly college students and white-collar workers. Most of them are women. Most of their learning purposes are out of interest or to improve their abilities. For this group of people, they are not very interested in pictures of beautiful women and handsome men. What is really attractive to them is the strength of the course discount and the content of the course, that is, the embodiment of price and value.

In terms of academic qualifications, most of the students are taking postgraduate entrance exams or upgrading from junior college to undergraduate. They hope to be admitted to their ideal school and have high standards for scores. Therefore, they attach great importance to whether they can pass the exam and how high the score line can be. Therefore, advertisements need to focus on these two aspects, namely the embodiment of humanity and values. Vocational education is similar to academic qualifications.

Most of the students who study abroad are students or working people with good conditions in first- and second-tier cities. They will be very interested in the location, institution and courses of studying abroad. The key is whether this advertisement can solve his problems during his preparation for studying abroad. Or it is very important to be able to attract him to click to learn more information about studying abroad.

The people who attend K12 classes are students, but these advertisements are actually for young parents. When it comes to their children’s education, parents will first focus on the value of the course itself and secondly whether there are any discounts on the course.

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