Information flow delivery, how much do you know about the tables used in Baidu information flow data analysis?

Data analysis refers to the process of using appropriate statistical analysis methods to analyze large amounts of collected data, extract useful information and form conclusions by conducting detailed research and summarizing the data. This process is also a supporting process of the quality management system. In practical terms, data analysis can help people make judgments so that they can take appropriate actions.

Data analysis is a very important stage in operations and a crucial task in information flow promotion. Having a clear set of account data tables can make your data analysis process easy and handy.

When conducting data analysis, the editor generally uses five tables for analysis and summary, and then finds problems in the account and ultimately solves the problems to make the account performance better.

1. Marketing process data table

2. Planned consumption data table

3. Search term report table

4. Multi-dimensional data table

5. Keyword Report

Next, Feng Chao from Dongguan will explain to everyone the purpose and analysis ideas of this table one by one.

Marketing Process Form

Statistics of marketing process data (including display, clicks, consumption, and average click price of each account), statistics of effective conversations in the Business Link, and statistics of the number of appointments and visits in the appointment system are all placed in one table, which is convenient for calculating appointment rates and visit rates, and for comparing recent data to promptly detect fluctuations and anomalies.

If your regular account goes offline early or the money cannot be spent, you need to check whether there are market fluctuations, major moves by competitors, or problems with the account. Problems can be found in the marketing process data table. Only careful statistical data can pave the way for future optimization.

Yesterday's planned consumption data report

Statistics of yesterday's planned consumption data are compiled, and consultations and appointments are classified and counted in this table. You can intuitively see consumption, conversation costs, appointment costs, and store costs.

If the cost of a plan is too high, we need to see whether the investment-output ratio of the plan is reasonable. Plans that are short, quick, low-risk and high-profit will have higher costs than other costs. This needs to be adjusted in line with the company's business direction to keep costs within an acceptable range.

Search term report

Search term reports are generally compiled once a week, or once every three days when the amount of data is large. The search term report and keyword report are then combined and compiled. You can intuitively see the display or click of a certain word. Marking these words as highlights in the account, or managing them separately, is of great significance to account optimization.

Combining these two aspects will give you a very clear understanding of the keywords and data of the entire account. Combined with data analysis ideas, we will continue to optimize the account, develop in a positive direction, and move towards high quality. This is the analysis of the table used for the data analysis compiled by the editor. I hope this will help the bidders who are struggling on the bidding front line.

Multi-dimensional data table

The multi-dimensional data table is a very important table that combines account data and customer service conversion data. My habit is to call the (vlookup) function of EXCEL to display all the keywords, search terms, displays, clicks, consumption, and conversation words in one table. This way, I don’t have to look at several reports, which is laborious and confusing.

Through this table, you can intuitively see the keyword's display volume, click volume, consumption, and whether a conversation has been generated. Based on these data, we can see many problems intuitively. Price adjustment, adding words, rejecting words, and optimizing accounts basically all depend on this table.

Bidders may have to look at several tables, which can easily lead to confusion and make it difficult to find problems. Therefore, I would like to recommend multi-dimensional data tables and keyword reports. These two tables are more important.

Keyword Report Form

High-consumption words are usually core words. The bids for these words are high, but as long as there are no major problems with the landing page, the conversion rate is still good. For this kind of words, you can try to grab them. Although the bids for these words are high, the overall clicks will not be too many, and the consumption is usually more than half. If the account budget is sufficient, try your best to ensure the ranking. If the budget is insufficient, find out the main projects and the projects with the highest profits and make adjustments.

Generally, keyword reports are viewed in conjunction with search term reports. After filtering this table every day, analyze the keyword data and if there are really no clicks, just reject it directly. Deny a batch of words, and then add a batch of words to the account, deny those that should be denied, delete those that should be deleted, inject fresh blood, and the account will be more vibrant.