How to increase the volume of Baidu information flow? How to build a composite account?

It’s Thursday again, and it’s time to answer Houchang College’s “Question of the Day”. This week we have compiled several difficult problems that have been bothering everyone. Let’s take a look at them together.

1. How to increase the volume of Baidu information flow?

A: There are several methods for measuring:

1) In the first stage of ocpc, the volume is increased quickly, but the cost control is poor; a small amount of interest, 2-3 secondary interest + industry intent words can be used to get through the first stage

2) ocpc second stage, crowd interest + crowd intention words

3) ocpm+popular interests/new interests

2. When the information flow runs CPC, what should I do if there is a large amount of single new interest but no conversion?
Answer: Because the new interest is related to the industry population in system packaging and is relatively broad, it is not recommended to run cpc/cpm. It is generally combined with ocpm or ocpc two-stage delivery.

3. How to build a composite information flow account?
answer:
1) Planning dimensions: products, placements, regions and time periods, age and gender, and bidding methods

2) Unit dimension:

Creative elements: creative classification, creative label

Creative styles: large picture, three pictures, small picture, video

Creative type: custom creative, programmatic creative

4. Under what circumstances are bidding keywords matched?
answer:
1) The purpose of matching is to increase the volume. You must determine whether the keyword needs to be increased based on the conversion situation.

2) The volume expansion operation can be divided into the matching mode and the click-through rate improvement. First look at the average click price of the keyword. If it is low, you can perform a matching operation. If the average click price is already relatively high, you don’t need to match it, but you can add words to increase the volume.

5. Generally speaking, according to what dimensions is it better to build a plan? Is it better if the plan is more detailed?
answer:
1) The dimensions of the usual construction plan are:

01. Build by product (multiple products)

02. Build by region (promote in multiple regions)

03. By budget/strategy (focused and non-focused plans)

04. Time period dimension (morning plan/afternoon plan/evening plan)

There is no right or wrong in this, just set it up according to the actual situation of your account.

2) The more detailed the plan is, the better it is. You need to consider it based on your budget, number of products and other dimensions. For example, if you only have a budget of 200 but build 10 plans, this is obviously inappropriate and will cause the traffic to be too dispersed.

6. After optimizing the creativity, do we need to stop using the old creativity? Will new ideas be affected?
Answer: There is no need to stop using old creative ideas, unless they are extremely unsuitable, such as those with very low click-through rates. New creative ideas will not be affected.