Baidu information flow is not growing? Learn about multidimensional data analysis!

Whether it is education, games, novels or product industries, Baidu information flow has become one of the most important distribution channels at this stage. Many optimizers think that information flow data analysis is too difficult. It is not like the bidding industry, where you only need to draw a table through data analysis to find out which word has good conversion rate for optimization. The cost of information flow is higher than bidding.

If you are also confused when optimizing your account and don’t know where to start. Then let’s learn about multi-dimensional data analysis methods and learn how to use data to analyze account effects.

1. Account analysis: Analyze the general direction of traffic through the marketing process table or daily report of the account background, find out the change index (focus on: display volume, click-through rate, conversion rate, average price), and find out the factors that affect data changes.
ps: If the amount of data is too small, analysis cannot be performed. Data for more than one month is required to find the key indicators.

2. Large traffic analysis uses units as the dimension to find the units with the largest consumption or the largest changes. By analyzing age, gender, and region, we analyze whether the current main consumer group of the account is the industry target group. Let's give examples one by one:

01. Age. Through the analysis of the nine elements of population portrait, we can know that the audience of my product is mainly 25-30 years old, while the actual consumer population of the account is mostly 18-25 years old, so what we need to adjust is age.

02. Gender. Before launching OCPC or OCPM, the education industry needs to check whether the gender of the unit's large consumer group is consistent with the gender of the actual transaction group. Because the education industry, especially the K12 industry, is dominated by women, when the analysis of data reports finds that the genders are half and half, adjustments need to be considered.

03. Region. When checking the regional report, it is recommended to look directly at the report of the prefecture-level city. The provincial report is not very meaningful because if you have invested in Beijing, Shanghai, Guangzhou and Shenzhen, 80% of the accounts will spend the most in these cities. When analyzing regional reports, it is also necessary to consider which regions the backend leads mainly come from and what their proportions are, and then make adjustments.

3. Intent word analysis Baidu is ultimately based on a search platform, and intent words are one of the most important means of targeting potential customers.

Here we need to analyze the main consumer intent words (top 10-30) to see if they are industry-related intent words.

4. Interest classification analysis compares whether the main consumer interests are consistent with the unit interests with better conversions.

It should be noted here that Baidu's interest consumption is different from other platforms such as Toutiao and Guangdiantong. Toutiao and Guangdiantong analyze all the interests of the backend conversion population, while Baidu units are independent, and you can accurately see which interest consumption each unit has.

Finally, let's summarize, when we get a Baidu information flow account:

First, look at the daily report to analyze the key indicators that affect the account; then look at the unit dimension to analyze whether age, gender, and region are the main audiences; then look at the intent words to see whether the top 10-30 consumer intent words are industry-related; finally, look at the interest classification to adjust the unit's traffic direction by adjusting the interest classification of the main consumers.