Baidu Information Flow Delivery Manual

① Word selection

① Choice of interest

② New crowd package

The first thing to understand is that the population package and interest/intent words of Baidu information flow cannot be selected at the same time. The two are in a choice-or-else relationship. The crowd package of Baidu information flow is newly created in the stargazing plate.

Delivery experience 1:

Different industries have different levels of interest and intent words. Don’t just follow common sense.

Although in theory, intent words are more suitable for Baidu information flow. But based on my actual experience, this is not the case in every industry. The weight loss product on hand was initially run with intent words and set to the second level of ocpc, but there was no volume. Later I started to develop an interest in it and the amount increased rapidly. For the same material and the same bid, the ocpm combination interest is obviously larger than the intent word volume.

Delivery experience 2:

Core targeting and bidding

The targeting and bidding of Baidu information flow need to be properly matched to achieve better results.

Targeting mainly involves: interest/intent words and crowds, you can choose one of the two. There are generally five types of directional settings:

Setting 1: Basic targeting + unlimited interest/intent words and unlimited crowd packages, this is general targeting;

Setting 2: Basic orientation + interest;

Setting 3: Basic targeting + intent words;

Setting 4: Basic targeting + crowd package;

Setting 5: Basic targeting + interest + intent words.

Since Baidu's information flow targeting is based on the intersection, it is generally not recommended to select both interest and intent words, as the volume will be relatively small. Of course, there are also cases where the magnitude of the selected interest and intention words is greater than the normal one, but they are only a few cases. Generally, we do not set up universal delivery unless the consumption is really slow or the quantity is small. Usually in our preliminary tests, we can choose between interest and intent words.

There are mainly two types of bidding, manual bidding and smart bidding. Manual bidding includes cpc/cpm, and smart bidding includes ocpm/ocpc. Manual bidding is usually not an option for information flow, and smart bidding is mainly used. Based on my actual experience, ocpm is more suitable for matching interests, while ocpc is more suitable for matching intent words. Therefore, there are five possible combinations of targeting and bidding:

Key test 1: Ocpc second order + intention words;

Key test 2: ocpm + interest;

Test 1: Ocpc second order + interest;

Test 2: ocpm + intention word;

Test 3: ocpc/ocpm+crowd package;

Delivery experience 3:

Core directional data analysis

Baidu Information Flow is like other information flow platforms, data analysis is crucial. The most important reports in Baidu's information flow background are: targeted reports, creative reports, programmatic creative reports, landing page reports and video reports. The targeted report mainly analyzes the core targeting, while the subsequent creative, landing pages, and videos mainly analyze the creative pages and materials.

For units with good effects, we need to organize and collect these good intention words. For units with poor effects, we also need to organize and collect these words. If a unit has average long-term effects and its intended words are concentrated in a few words, you can consider deleting it.

Delivery experience 4:

Tips and tricks for core targeting

Note 1: After selecting the intent word, there will be a "Identify intent based only on historical search behavior" option in the lower left corner. Generally, the quantity will decrease after checking this, so the bid is usually set to ocpm/ocpc, and do not check the historical search. If you bid cpc, you can check it;

Note 2: Select your interest. It's not that the less interest, the less. I have tried selecting only one secondary interest, and the volume is still huge. So when choosing interests, just choose the right ones and don’t be greedy. Generally, you can choose 2-5 secondary interests. Main interest + a small number of related interests;

Note 3: It is not recommended for new households to create a group package, but mature old households can create a group package in the stargazing plate. The Stargazing Plate recommends a lot of crowd packages for us. Don't copy all of these crowd packages. Analyze them carefully before trying them out.

Tip 1: The more traffic you have, the lower the price. Usually you can bid in a gradient manner in the early stage. Baidu information flow is sensitive to prices, so a small price adjustment of 5%-10% is sufficient. Adjusting it too high will greatly affect the effect;

Tip 2: New plans are not necessarily more stable than old plans. Many old plans still work well after a period of time, so don’t delete old plans that work well.

Tip 3: It usually takes some time for new Baidu users to grow in volume. I took 5-7 days to grow the volume of several new users. In addition, generally after the conversion reaches 20, it will become more stable and the life cycle will be longer.

Advertising experience 5:

Examples of core-oriented optimization

Material update: an average of 3-5 high-quality videos per week, and a small number of videos picked up from the Internet. Video testing adopts an elimination system. The video report data is analyzed, and those with low conversion rates and poor data performance are abandoned. For those with good data performance, their video characteristics are summarized and new videos are copied. Among the materials, picture creativity is also easy to increase the volume, so it cannot be ignored. Artists can design more original pictures.

Landing page optimization: On average, we make 2-3 versions of the page every week, and design exclusive pages based on the user groups to improve the conversion rate. This aspect of the page mainly involves communication between operations and art designers. Operations generally have higher requirements, which is conducive to improving conversion rates.

Data optimization: Analyze the backend data report every 3-5 days, summarize the intent words, interests, basic targeting, and placement, and use it as a reference for later releases.

Overall, Baidu's information flow is quite different from other information flow channels. Although the scale is large, it is not easy to achieve good results. This requires more care and meticulousness in investment, and more summarization. I believe that the longer you invest and the more ideas you have, the more relaxed you will be.