How does the automotive industry master information flow advertising?

Next week is May Day, which is traditionally the peak sales season for the auto industry. During this period, manufacturers offer many promotional activities and large discounts on car purchases, stimulating the purchasing desire of potential users. During the traditional peak season, advertisers in the automotive industry have a large number of promotion needs, but how can they make their ads stand out and avoid being drowned in the massive amount of ads from their peers? Let me share with you some tips on placing information flow ads in the automotive industry.

How does the automotive industry master information flow advertising?

1. Account Structure

There are two main threads:

First, if you choose to use the targeting method + advertising format as the planning level, then at the unit level, you can consider splitting out different classification points of interest, classification keyword parts of speech, or even different attribute word packages under the same part of speech;
Second, if you choose to use advertising form or delivery channel as the planning level, you can consider establishing multiple similar plans for segmenting vehicle models, targeting methods, etc., instead of segmenting at the unit level. The account tree of the former is more logical and convenient for review, while the latter has more room for volume and is suitable for the launch of a single model. It is recommended to use a single account for each model.

2. Budget Allocation

In terms of CPC system delivery, the ideal daily budget for the promotion of a new car can start from 6,000-8,000 yuan, while the daily budget for the promotion of an old car model can start from 3,000-4,000 yuan.
Generally speaking, continuing the automotive industry's habit of keyword bidding ranking, it is recommended to replicate the structure of Fengchao's keyword segmentation, at least distinguish between core words, common words and competitor words, and at least add all bidding ranking keywords.
At this time, the "core word targeting" consumption of information flow corresponding to different scale models on the search platform is also obviously different. Here is a rough mapping relationship for reference when placing an order: the daily average consumption of Baidu Index below 1000 is 500 yuan, the daily average consumption of Baidu Index 1000-3000 is 1000 yuan, and the daily average consumption of Baidu Index above 3000 is 1500 yuan.
From the perspective of "general word targeting", it is undoubtedly a direct way to increase the volume of information flow. The increase in this part depends on the KPI of the actual automobile customers. Generally speaking, the initial budget ratio for trial can be 3:5:2 (that is, 3 core, 5 general, and 2 competitive products), and then the ratio can be adjusted depending on the back-end effect.

3. Delivery Combination

The combinations of different car models are not the same. Some new cars have relatively slow consumption in "core word targeting", but it does not mean that they have no contribution to the back-end Leads.
For some old cars, the consumption and contribution in "core word targeting" are relatively stable. At this time, it is necessary to seek a balance between quality and price ratio from "general word targeting";
Some A-class cars or compact SUVs have dozens of competitors in the same level market. These traffics are difficult to cover in full in the bidding ranking, but they can be fully included in the "competitive product targeting". Therefore, a considerable part of its back-end effect even comes from "competitive product targeting", that is, paying attention to this level of market and choosing wavering car users.
These different combinations of delivery need to be refined in practice.

4. Bidding strategy

Since the relative PV volume and resource quality of the first screen are greater than those of the search results page of the bidding ranking, the recommended bid needs to be higher than that of SEM. As various types of customers join the delivery pool one after another, the overall CPC will increase due to competition, so there needs to be a psychological price margin.
Of course, the initial bid can still follow the idea of ​​paid ranking and start at a price 1.5 to 2 times the target CPC. At the same time, it is necessary to observe the consumption rate, click-through rate and back-end conversion rate of the delivery plan.

First, the focus may be on the plans with high consumption (for example, the industry-wide term for automobiles). This can be done in two ways:

1. If the always-on strategy is advocated, and the impact on CTR is small, you can consider slowly reducing CPC to cover the delivery in each time period to gain more opportunities to achieve results;

2. If there are no rigid requirements for the promotion period, and some large-volume plans have average back-end effects and may drag down the overall CTR, you can consider a time-slot delivery strategy to avoid the prime consumption time period in the evening, or directly limit the budget value. In this way, high-consumption plans will often reach the finish line before the prime time, and the remaining consumption will slowly spread to other plans with excellent eCPM. These plans may also slightly increase the CTR of the day. In cases like this, the CTR curve of the account is generally a trend line from high to low and then to high. If the plan has a very low cost-performance ratio, the price should be reduced in time, and the conversion of the units at the lower level should be observed. Units with opportunities should be left for waiting and others should be suspended.

To sum up, as a product that is still growing, native information flow needs to work with colleagues to understand its product strength and optimization techniques. The optimization process based on search behavior will always be inseparable from multiple cycles from testing the scale, stabilizing the volume to balancing the effects.