Baidu "Dou Xiaodian" advertising strategy

Regarding the channels of second-tier e-commerce, we all know that there are four main channels, namely ByteDance’s Luban (now Qianchuan), Baidu’s Dudian, Tencent’s Fengye Store and Kuaishou’s Xiaodiantong . Among them, ByteDance has the largest share and is more mature than the last three.

Baidu Dudian is the most popular channel and relatively easier to open accounts and optimize. Therefore, in this article, the author will share how to increase the volume of Baidu Dudian and what precautions should be taken.

The outline of this article is as follows:

1. Similarities and differences between Baidu's second-tier e-commerce and information flow

2. Practical operation of setting up a store

3. How to start selling in Dudian

4. Baidu's second-category e-commerce matters needing attention

01 The similarities and differences between Baidu’s second-tier e-commerce and information flow

Baidu's second-tier e-commerce and Baidu's information flow are actually similar. They share a common backend and are operated in the same way as information flow. The only difference is the platforms used. The second-tier e-commerce uses Du Xiaodian, while the information flow uses Jimuyu.

Baidu's second-tier e-commerce, like information flow, relies on the traffic of the Baidu platform. As we all know, Baidu's most important gene is the search gene. Therefore, whether it is second-tier e-commerce or information flow, words are a very important skill point.

If you have placed Baidu ads or search ads before, you should have a deeper understanding of keywords. If you are new to Baidu advertising, it is recommended that you have some understanding of keywords in advance, such as what are phrase words and long-tail words, what are core words and traffic words, what are general words and competitive words. You should familiarize yourself with all of these first.

02 Practice of building a small store

Step 1: Create a new product in the store.

It is very simple. Open Dudian, click on the first “New Product”, then fill in the product information and pictures and submit it for review. After passing the review, the page will be automatically generated. It is here that the ad is served.

Step 2: Set up an account in the Baidu information flow background.

The settings here are the same as the information flow. First set the plan, then set the unit, and then set the creativity. After submission, wait for review. Once approved, you can promote it online.

Step 3: Look at the conversion.

The conversion situation can be mainly viewed in the order management of Dudian backend. Select "Number of successful order submissions" in the backend to see the conversion number.

The construction process is consistent with the information flow, including the targeting options. The inconsistency lies in the different industries. Du Xiaodian has some restrictions on targeting some sensitive industries.

For example, in the picture above, the system prompts: This account belongs to the pharmaceutical industry, and it is prohibited to use the "intent words/interests/crowd packages/automatic account optimization" functions, otherwise the corresponding promotion unit will not be able to be delivered normally, so please pay attention to the adjustment.

This means that for Du Xiaodian, which is targeting the pharmaceutical industry, core targeting cannot be used.

03 How to start and optimize Dudian

Although Du Xiaodian and information flow are similar in account setup and advertising placement, there are still significant differences in traffic volume and quality. Let’s discuss these points one by one.

The first point is the product:

After adding a product to Dudian, you need to fill in the product information and details. This is a bit like the details page of Taobao. Regarding the product details page of Dudian, there are 4 suggestions to share with you:

1. Be concise and don’t use too many pictures. It is generally recommended to limit the number of photos to 15. After all, users’ browsing interest is limited, so make sure the page is short and informative. If the page is too long, users may lose interest.

2. The main picture of the product and the first three pictures on the detail page are very important and cannot be taken lightly. Whether the product can attract attention mainly depends on these first pictures;

3. The page generally does not require mandatory verification, as the loss rate of mandatory verification is very high, so intelligent verification is sufficient;

4. After the page is approved, it is recommended to find a way to increase the sales to more than 100 orders. It is better to have reviews.

The second point is orientation:

The effectiveness of targeting varies greatly across industries. I handled a liquor account before, and the results of the keyword investment were very good. Later, I took over a weight loss store, and the keyword investment did not result in much conversion. After I switched to targeting interest words, the volume was larger and the effect was better. Therefore, the targeting effects vary greatly among different industries. In principle, it is recommended to test intent words first and then interest.

There are many dimensions for segmenting intent words. Generally, we don’t need to segment them too finely, and we don’t need to segment them as carefully as we do in a large search. We can collect a batch of words in the intent word recommendation or keyword planner in the search background, divide them into dimensions such as common words, brand words, competitor words, short words, long words, etc., and create 3-5 units of different dimensions. The number of words in one unit can be between 100-500, with words with high search volume being given priority.

Regarding the choice of interests, the Baidu information flow background now has all new interests, so just choose the core interests and don’t worry about lack of volume. If you have chosen your core interests but haven’t measured them yet, you can add a few more related interests and slowly test the effects.

To add a little bit about core interests and related interests: assuming your product is weight loss, then your core interest is weight loss, and sports and fitness are your related interests.

The third point is the bid:

Currently, there are two bidding methods for Baidu Dudian: manual bidding and smart bidding. Manual bidding is generally not chosen, as conversion rates are poor. Smart bidding mainly includes ocpm and ocpc.

The effects of the two bids are different in different industries. For example, in the liquor industry, my actual experience is that ocpc second-order has a better effect, while for weight loss products, ocpm has a better effect. So you can test them separately. The following are three directions I have sorted out based on my personal testing. You can refer to them:

1. ocpm+interest, this combination works well in the weight loss industry;

2. ocpc second-order + intent word. This combination is more in line with the concept of clicks because it contains word elements, and has a better effect.

3. CPC + intent word/interest. I have not tested this method. One thing you need to note is that if you are running CPC, because the traffic is very large, you can check the history when selecting intent words, but do not check the history for OCPC. When choosing interests, just choose core interests so that the traffic is more accurate.

The fourth point is the account structure:

Generally, if the budget is larger, there can be more plans. With a small budget, there should be fewer plans. In addition, according to my actual test, it usually takes a week for a small store to generate volume. It is difficult to generate volume in the first few days. There is a time period.

Now the life cycle of old and new plans is not very stable. Some old plans can run for a month and the effects are still strong. But the new plan simply cannot be implemented, or the effect is poor when it is implemented. Therefore, do not delete old plans at will, and do not rely too much on new plans. In addition, it is generally planned that after 20 conversions are achieved, the results will be more stable.

Another point to note is that the heap plan is still somewhat useful for Baidu's information flow. However, it is not recommended to pile up plans frequently, as piling up plans means you will have money to spend or the results will not be good. Don't just randomly stack them to increase consumption, as this will not be effective.

The fifth point is creativity:

There are mainly two types of creative ideas in Baidu's information flow: pictures and short videos. Although today is the era of short videos, picture creativity is not without effect. From my actual test, the amount of creative pictures in the Paodu store is still very large, especially the large pictures and picture groups. The scale of short video creativity is also very large, but sometimes the consumption is too fast and the conversion cannot keep up, so you need to pay attention.

The requirement for title copy is to be as original as possible and not to use system recommended ones . The requirement for pictures and short videos is that they should be as original as possible. Especially pictures, which should be eye-catching and marketable at the same time to attract users to place orders. The requirements for short videos are that the script highlights the product advantages and the content meets user pain points.

Whether it is pictures or short videos, we should pursue quality rather than quantity. No matter how many there are, if there are few high-quality ones, the effect will not be good. Because now the amount of information flow mainly depends on the material. In addition, you can also find some materials on the Internet, but they need to be processed. Ripped material does not necessarily have no effect. If your company does not have an editing team, ripping material is a way to solve the current problem.

04 Things to note when launching a small store

1: When setting the price, it is best to set a traffic-generating price. Taking the weight loss product I invested in as an example, the company required two packages priced at 188 and 298, but this price is not very advantageous. So I suggest adding a 99 package, but putting the 99 package as the third sku, which is equivalent to a traffic-generating product. This way, you can attract traffic and also sell well;

2: When you really can’t generate enough sales volume, you can try to increase sales by paying a high price, but you must set a good budget . Baidu Information Flow does not have automatic bidding or other price-raising functions, so the most direct way is to bid high. Generally, the time period for high-price bidding can be set at night. There is less traffic during the day, so there is no need to bid high.

3: If there is still no volume after raising the price, you can consider the targeting and materials . Generally speaking, the influence of orientation is not very large, and it is mainly affected by the material. To start with three dimensions, you can increase the price first, then set the direction, and finally change the materials. If all other methods have failed, you can consider changing households.

4: Units or plans with good results can be copied directly without changing any directional settings, and the time periods can be staggered . For example, if the original plan runs from 6 am to 12 pm, then the new plan copied can run from 8 am to 2 am. This works pretty well.

Final words

The above is Baidu Dudian’s method of increasing volume. In fact, there are many ways to invest in Baidu’s second-tier e-commerce. No one method is the best, because good methods are all tested. So friends can test more and spend time to do it. Once you find a method that suits you, it will not be difficult to increase the volume.

Many of my own orders also grew from 0 to 100 and then to two or three hundred. It all took a long process and a lot of testing. Only with multi-dimensional testing can we do better and better!

Author: Houchang College

Source: Houchang College