Review: Baidu information flow delivery on social apps

Recently, I took over a Baidu information flow account and launched a social APP, similar to Find a Companion and Mosheng, which mainly targets the sinking market. I'd like to take this opportunity to do a simple review.

1. Account Analysis

Because the client already had some advertising data in other Baidu accounts, I first went to check the account that was already advertising and analyzed the data in their account. Focus on two points of analysis. Materials and orientation. Which materials have good volume and conversion, which regions are the focus of basic targeting, and which interests are the greatest consumer interests. (ps; In fact, it is better to match interests with high conversion data, for example, if the conversion data fluctuates on a certain day, then check which day corresponds to a targeted consumption situation. This will have a better effect. However, the main reason is that I just finished the May Day holiday and have not recovered from work. It is too cumbersome for one person, so I did not do some of the detailed execution work.

2. Conclusion and hypothesis

After analyzing the complete data, I can draw three conclusions. The first is that the customer's account mainly runs ocpm bidding, without ocpc. The second point is that the customer's main interests are travel, life, services, education and entertainment. The third is that customers’ creative ideas are mainly concentrated on these three points. (In fact, for account analysis, you can also analyze the cost of pictures and videos. I didn’t do an analysis at the time. My friends, remember not to step into my trap.)

A new way to socialize in 2021, meet someone who understands you here!

**I am from this region and want to find a mature man to chat with. If suitable, we can meet!

Is there any uncle nearby who can add me as a friend?

3. Scientific Experiments

Based on the conclusion of this analysis, we set a corresponding delivery direction. Using scientific experimental methods, we classified interest orientations, set up a control group, and tested the data of different orientations under the same creative conditions. At the same time, the effect of ocpc/ocpm under the same orientation is also tested. Please refer to the figure below for details.

4. Execution process

After deciding on the strategy and setting up the account, a big problem arose. That is, even if we copied a material idea from an original account, all the materials and supplies would not pass the review. The display involves a pornographic inducement, which is quite embarrassing. The new account passed the review while the original account had achieved significant volume, but Baidu did not. This is really a headache for me. Therefore, I had to change the previously planned delivery strategy and continue to launch a batch of new creative copy to pass the account review.

5. The Magic Cycle

Some specific details of the operation are constantly changed and constantly rejected. Repeat... until I start to doubt my life. Fortunately, at this stage, one of our partners, Sister Pu'er, was quite generous and open-minded. She helped me deal with a lot of details, such as modifying some material sizes and uploading materials, which reduced a lot of time. I give a thumbs up to Sister Pu'er, a conscientious client.

6. A ray of hope

Overall, after two days of twists and turns, the account has finally been used up, and there is already a plan that has passed the review. I hope that starting tomorrow, more plans will be approved. The materials didn’t pass the review, so I didn’t spend any time on them. I’m so tired…

Author: Science Delivery

Source: Science Delivery (wzdn0123456)