Bidding search optimization: Headline search placement guide

Toutiao search and Baidu search are somewhat different in optimization methods and strategies. Toutiao search is still based on information flow, while Baidu search is pure search. There are also differences in the display and charging methods of the two.

Next, we will discuss three aspects:

1. Toutiao search account operation

2. Data Analysis

3. Headline search optimization suggestions

1. Group building

Different from Baidu search, the account level of Toutiao search is still based on the Toutiao information flow. The first level under the account is: group.

Optimization suggestion: The groups must be clearly constructed. For example, you can construct them by bid, strategy, or targeting. Don’t just pile them together randomly without any rules.

2. Build a plan

Except for "Smart Traffic", other content and information flow are the same. For those with no volume, it is recommended to turn on Smart Traffic. In the case of no volume, what you need to consider is to increase the volume first. Without volume, there is no room for optimization.

The plan level can be copied. After you create a plan, you can copy it and then modify it, but you can only copy one plan at a time. The information flow can be copied multiple times at a time, but even if you copy multiple times, it is easy to crash when editing ideas. Use with caution, otherwise you will be devastated the moment the system crashes.

Optimization suggestions: The most important thing about the plan is to know when to shut down and when to increase or reduce prices when the volume increases. You need to pay attention to the dynamics of new plans and volume-increasing plans in real time. If some plans begin to have consumption, you need to pay attention, as a volume-increasing plan may be coming.

3. Build creativity

There are some differences between search creativity and information flow, mainly because there will be more content, and you can test those components and material positions according to your needs.

Creative content: It is recommended to upload more pictures. Judging from the results, the conversion of pictures is still good. The size and information flow here are different. You can design a few more to try.

Text summary: This is similar to creative description. The core method is still the FAB rule. It requires careful consideration to clearly describe the product selling points, user pain points, etc.

Tag summary: This is similar to advanced creativity. You can try adding it. After adding it, you can preview the effect. Pay attention to simplicity.

Optimization suggestions: Creativity is one of the most important contents. Every sentence and even every word needs to be carefully considered. How to impress consumers and whether the selling points of your product and the pain points of users are expressed in the shortest words. Creativity needs to be taken seriously and is also a key factor in whether the plan can be launched.

4. Upload keywords

The last step is to upload keywords. You can upload them or choose the recommendation on the left. It is recommended that you edit and filter them in Excel before uploading. Try to upload accurate words. Generally, they are broad and the volume is not as large as Baidu. You can adjust the width of keywords according to the conversion situation later.

Optimization suggestions: Uploaded keywords will be consumed, so the uploaded keywords should not be too rough, but should be related to your own products and business. The number of keywords that can be uploaded is very limited. If you upload some irrelevant words, it will be difficult to produce volume.

Simply enter "Keywords" at the "Promotion" level to see the keywords being delivered and various data. This cannot be downloaded. To view and download the detailed data, go to the "Keyword Report" in the "Report". After downloading, analyze it using the 28 rules and then perform targeted optimization.

The 28 rule is still very useful in data analysis. When you have a large amount of data, you cannot pay attention to too much data. You only need to focus on the 20% of words, creativity, materials, and plans that play a key role in your account, because they consume 80% of your account. As long as you control this 20%, your account will actually stabilize. If you have more time and energy, you can also focus on the remaining 80%, because these long-tail products can also generate sales if optimized, but the cycle will be longer.

Similarly, when your account is small, you can also focus on the 20% of words, creativity, materials, and plans that can bring you volume, and then develop more high-quality words, creativity, materials, and plans around them, and slowly expand the circle of conversions. In this way, your account will slowly grow. If your energy is too scattered and you want to pay attention to everything, in the end your account may be relatively average, and there will be no way to produce effective and stable volume in the long term. So when you have solved this critical 20%, you will have time to deal with the 80% of content that does not play a critical role.

There are several suggestions for headline optimization, you can refer to:

1. The long tail theory may not be applicable to Toutiao. The search for Toutiao should be based on short words, generally those related to your business. Those that are too long-tail may not be consumed.

2. A plan can add up to 1,000 words. This is why it is not recommended to add long-tail words. If you really want to use long-tail words, you can create a separate plan and try it. It is recommended to add 1000 words.

3. Planning strategy: same materials but different words; same words but different materials; different orientations but same materials and words. In addition, you can also test the delivery time period to find the time period when your business is better.

4. From the current perspective, the volume of headlines searches is okay, but compared with information flow, it is a bit difficult to explode. It is okay to increase the volume when there is no volume, or it is also okay if the quality of your business from searches is better. I know that some industries are not very suitable, such as communications, because many people port their numbers to other networks.

5. Unlike information flow, if the search plan can pass the learning period, the stability is still good, so you can try more plans and strive to make more plans pass the learning period. As long as an account has several plans that can pass the learning period, the output can be stable.

6. After a high-quality plan is generated, you can expand the flow and develop it from the perspectives of materials, creativity, words, etc. Don't wait until a plan fails before creating a new one, as it will be too late.

Author: Gongzi Essays

Source: Gongzi Suibilu (gzsuibilu)