What to do if the traffic doesn’t increase? Baidu information flow promotion problem troubleshooting

Delivery platform: Baidu information flow

Promotional products: Pest control services

# Question: When promoting pest control services through Baidu information flow, what should I do if the traffic does not increase in the early stage?

Answer: Regarding the lack of traffic, the key factors include: targeting scope, creative quality, billing model, allocated budget, and bidding. These aspects all need to be checked.
In terms of targeting: the narrower the targeting, the harder it is to increase the volume. Baidu information flow can use keywords to target and screen users, but it is necessary to pay attention to the coverage of the word package. If the coverage of the word package is not enough, the advertisement will not be able to be delivered. If you use targeted keywords, you can refer to the effective words used in search promotion.
Creative quality: For creatives that use smart billing methods (ocpc, ocpm), the click-through rate and conversion rate of the creative itself have a great impact on whether it can generate volume. To increase the click-through rate, it is necessary to optimize the creative materials and titles to increase users' desire to click. To increase the conversion rate, it is necessary to optimize the landing page. Conventional billing methods such as CPC and CPM advertising, with sufficient budget and reasonable bids, are easier to increase volume than smart billing methods.
Budget: It depends on the allocated budget. For example, if a group has a budget of 2,000 and there are 20 creative ideas running at the same time, the allocated budget is only 100 yuan. This means that the allocated budget is insufficient and it will be difficult to increase the volume of advertising.
Conversion: The focus should be on optimizing the quality of creative ideas, checking the creative titles, materials, and landing pages for information that guides conversions. If they are not attractive enough, conversions will be difficult to achieve.
In terms of bidding: low click price and target conversion bid will affect the creative start-up volume. To be safe, it is recommended that after optimizing the creative plan, the initial investment should be about 30% higher than the recommended bid, so as to improve the competitiveness of the display.

# Question: The cost of converting traffic is basically over 200, and sometimes as high as 2,000. Creative ideas with low conversion costs have basically no traffic. What should I do?

A: Regarding traffic and conversion costs, this needs to be looked at separately;
The factors that affect traffic are the same as those mentioned above and need to be checked layer by layer;
The conversion cost is high, and the key lies in optimizing the creative plan, whether the outer creative content is accurate and effective, and the inner advertising details should induce users to sign up. Specifically, the following points should be achieved:
① Express the service content concisely. Indicates that pest control services are provided for home environments/factory environments/office environments.
② Point out user pain points and stimulate user conversion needs. Highlight the troubles or pain caused by pests, such as: increased risk of family illness, damage to furniture and building materials, etc. ③ Induce users to complete the conversion. For example, you can try "receive pest control plan" or "free on-site survey" and so on. Consider the specific inducement factors that the service can provide. The key is to leave the customer's contact information first, so that you can turn passivity into initiative and obtain more information about potential users through promotion as much as possible.

# Question: What should I do if the planned volume has not increased after the ad entered the second stage of smart mode?

Answer: There was volume and conversion in the first stage, but suddenly there was nothing in the second stage. It is likely that the target conversion bid was too low, and the competitiveness of the advertisement dropped sharply after entering the second stage, resulting in no volume and no conversion.
In addition to this factor, it is also possible that the user data accumulated in the first phase is not of high quality, resulting in the system modeling being unable to meet the delivery needs, thus affecting the display and conversion of advertisements.
There are two suggestions for this problem. First, optimize to improve click-through rate and conversion rate. The click-through rate should start from the creative material, and the conversion rate should start from the landing page. If the optimization measures cannot save the situation, it is recommended to create a new advertisement to run. Second, when promoting with a low budget, if the results of the first phase are satisfactory, there is no need to enter the second phase. It is also possible to continue to use the CPC advertising model to maintain the effect. It is not necessary to use the OCPC model. This suggestion is for reference only.

# Question: For targeting, I use 2,000 core keywords from the search engine. The creative quality is rated high, but the rating is that the targeting is not good enough. The budget is large, and I only have 3 creative ideas for each unit. The price is higher than the guide price, but the search volume for the 2,000 keywords is still not high. What should I do? At first, I only used keywords. Then, after three days of no measurement, I added venue targeting.

Answer: Keyword targeting is based on the intersection of business interests, business circles, age, and regions. The more cross-checks there are, the less volume there is. Therefore, under the premise that the word package coverage is not high, it is recommended to relax other targeting as much as possible to improve display.
If keyword targeting alone does not produce any volume, then the core problem is probably that the word package has insufficient user coverage. It does not mean that the more words a word package has, the greater the volume will be. A bunch of small words added together cannot match the volume of a big word. In information flow promotion, insecticide is a big word, while which insecticide service is the best is a small word.
To understand this, we need to distinguish between information flow ads and search ads. Search advertising is about people looking for ads. Users will only see the ads after entering a certain word in the search box, so the search term is very important; information flow advertising is about ads looking for people. The system actively recommends ads to users, and users watch passively. There is no search term, and the focus is on whether the creative plan is attractive.
Therefore, it is not recommended to expand keywords in the same way as search advertising for information flow promotion. It is recommended to expand from product keywords, scene keywords, industry keywords, similar keywords, etc., select core keywords, do not pay too much attention to long-tail keywords, and then combine them into a keyword package for testing.

# Question: The words are selected based on the display volume of the search terms in the past month. Is there a problem with this condition? How to select keywords specifically?

Answer: The scale required for search is different from the information flow. The information flow must be large enough. From your test data, it can be basically seen that the problem lies in the word package. Search and information flow are essentially different, but if you want to use search terms to make word packages, you can refer to the valid words in the search terms.
The volume of searches does not mean the volume of information flow, because the display of information flow is not based on the user searching for information in the search box. For example, "kill cockroaches" may be searched by some people on a daily basis when running SEM ads, but only one or two people out of 100 may search for this term. In the information flow advertising environment, this term will not match a sufficient number of users to display the ad. If keywords have not been effective, perhaps you can try commercial interest targeting and do a comparative test with keywords.
The direction of word selection is the same as above: expand from product words, scene words, industry words, similar words, etc.

# Question: When doing information flow promotion, keyword targeting, ocpc billing model, and conversion of three pictures or large pictures are better. Is this understanding correct?

Answer: According to market data, three images and large images attract more users' attention, and their average conversion rate is better than other resource positions.
Different billing models have their own characteristics. Ads using CPC/CPM billing methods are easier to increase in volume. After ocpc/ocpm ads are effectively increased in volume, the conversion situation may be more stable than CPC.
Each targeting method has its own characteristics and there is no distinction between good and bad. You can use them selectively according to the characteristics of your product's target audience. For example, if the target user group is relatively broad, such as e-commerce for watches, you can try commercial interest targeting. If the target user group is small in size and has clear intentions/obvious characteristics, you can try keyword targeting.

# Question: Will setting multiple planning units in an ocpc mode really affect my volume?

Answer: It depends on the allocated budget. If you spend 2,000 yuan to run 20 creatives, the effective budget allocated to each advertisement will not be enough on average. If the budget allocation is insufficient, it will be difficult to increase the volume of advertising.
The above is the Q&A content for this information flow delivery, for optimization reference.