Baidu Search launches new account management diagnostic analysis, increasing leads by 20%

There are many new optimizers entering the industry every year. For newcomers, if they want to quickly improve their abilities, there are generally two ways: one is to be guided by leaders and colleagues, and the other is to learn on their own. There is no need to explain the former, let’s talk about self-study.

Taking my own experience as an example, when I first entered the industry, the main way I learned was through Baidu Marketing University and third-party platforms. Although I have learned a lot of knowledge through self-study, there are still many things I don’t understand in the actual operation of the account, and I urgently need the platform to provide guidance.

I have been running Baidu search ads for two years now, and have developed some of my own methods for account delivery strategies. But I am very happy that at the end of 2020, Baidu Search Platform launched delivery management diagnosis for accounts, which provides very targeted and detailed guidance for advertising delivery. It is undoubtedly a huge blessing for those who are new to the industry or have little experience.

For novices and bidding optimizers who have just entered the industry, they often don’t know where the problem lies, and naturally don’t know how to adjust it. Now the planning level provides a diagnostic report, allowing pitchers to immediately know where the problem lies. Take, for example, very targeted medical accounts.

During the diagnosis, the system provides a "key factor analysis" , which mainly includes three points: traffic targeting, advertising quality and bidding budget. These are all critical elements for operation.

For example, in the figure, for traffic targeting, the system prompts that "there is obvious room for improvement", while the advertising quality and bidding budget are normal. This is a guide to tell the pitcher where the account is normal and does not need to be adjusted, and where there is room for optimization and needs to be adjusted.

Below the key factors analysis are three suggestions, which are solutions to the above problems.

We know that Baidu bidding has a long history and its system is very complete, so these suggestions are of high reference value and we can make adjustments based on the system suggestions.

For example, the traffic targeting suggestions in the figure mainly include two: adding words and moving words. By adding words, you can increase exposure, and by moving words, you can optimize account management.

Below the recommendations is the volatility analysis , which has three time dimensions: daily year-on-year, daily year-on-year, and past seven-day year-on-year. Anyone who does bidding can understand this. Below the time dimension are account data indicators, including: impressions, clicks, and consumption. The reasons for the fluctuations are also given below.

The benefit of this "reason for fluctuation" to us is that we can know which link the fluctuation data mainly comes from and what the reasons for the fluctuation are, and then we can formulate optimization plans based on these factors and the data.

This delivery diagnosis at the Baidu search plan level actually provides a reference for advertisers of different levels and is more conducive to optimizing account performance. From providing solutions to finding problems, from the perspective of performance advertising, it is a way to trace the root cause, and the benefits are obvious.

Currently, at the plan level there are Diagnostics, and below Diagnostics there is "Logs". The log can track your operation records, making it easier to review and summarize. Whether the effect is good or not, you can summarize the experience by looking at what you have done.

Currently, diagnosis is only available at the plan level, not at the unit and keyword levels. Usually, when placing search ads, we often use plans to divide them into businesses or parts of speech. For example, in medical care, diseases are separated by plans.

The planned diagnosis launched by Baidu Advertising Backend is not only beneficial for account optimization, but also for disease type adjustment. How can advertising pitchers use this tool? My four experiences:

1: You can check the account diagnosis regularly every 3-5 days to see if there are any problems with the plan, and take some positive actions based on the suggestions given by the system;

2: For the fluctuation of the account, you can take a week as a unit, look at the fluctuation of the main data indicators, then look at the fluctuation factor analysis below, and then make some adjustments accordingly;

3: After adjusting the plan, you must track the effect. When did it start to rise or fall? You can use the log function to analyze it, and then review and summarize it in units of one week or half a month. In this way, you can summarize your own methodology.

4: According to my personal experience, 80% of the suggestions provided by the system are of reference value, so any suggestions that obviously have room for improvement can be adopted. For some things that you don’t quite understand or agree with, you can put them aside for now. For the planning and delivery management diagnosis tool, my own experience allows me to clearly perceive that these suggestions are correct and can be actively adopted. But you can't copy everything. You need to refer to tools and rely on experience to think.

Previously, when we deployed OCPC, we focused on referring to the physical examination report. However, after Baidu Search Ads launched the ocpc bidding strategy level diagnosis, we can refer to it directly. This diagnosis was very comprehensive and helped me tremendously.

By using this tool to develop optimization plans, the account performance has been significantly improved in recent times, and the lead increase rate after the start of the project has exceeded 20% .

Compared with the diagnosis at the plan level, the ocpc bidding strategy level has an additional conversion status, which is very important. Take my current ocpc delivery strategy as an example.

The ocpc bidding strategy indicates risks. As you can see from the graph, my conversion rate is much lower than that of my peers, and it fluctuated greatly from March 5th to 7th. The system prompts that the target cost setting is unreasonable. It is recommended to change it to the target conversion bid recommended by the system and observe the data for 2-3 days. If the actual conversion cost is still higher than your affordability, you can gradually reduce it by 5% and observe. For more information about the target cost recommended by the system, see Bid Analysis Details.

Currently, my account has many ocpc bidding strategies. For each strategy, the system gives a diagnosis: normal or risky. And suggestions were also given. This is very practical.

I currently check the system diagnosis every 2 or 3 days, and will adopt the system suggestions based on the actual situation. If the conversion effect continues to decline, the suggestions given by the system will be adopted. If the conversion effect is maintained, it will remain unchanged for the time being.

Like the plan diagnosis, there is also a fluctuation factor analysis under the ocpc bidding strategy, and the reasons for the fluctuation are given. This is also what we need to focus on. The effect rises and falls, and the fluctuation analysis is equivalent to giving a summary here. Based on this analysis, we can summarize our own methodology.

For the ocpc bidding strategy, I have summarized three experiences:

1: OCPC is smarter than CPC, so data analysis can be viewed over a longer time dimension and adjustments do not need to be too frequent;

2: ocpc bidding strategy hierarchical diagnosis includes traffic targeting analysis, advertising quality analysis, bidding budget analysis and conversion status analysis. We can focus on conversion status analysis, but the first three also need attention. Each link is actually mutually reinforcing. Only focusing on a single factor will not have a good effect on the overall account. Only by combining the four can we be targeted. Among them, conversion status is the key point.

3: Generally speaking, the ocpc bidding strategy system will have a process of collecting data. Therefore, we can focus on the analysis just given online, especially the first order. If the data model is accurate, the second order expansion effect will be better. Therefore, we need to focus on system diagnosis and suggestions in the initial stage of launch or in the first-order state. It is best to remember these suggestions, summarize them, find out the patterns, and put them into practice.

In fact, whether it is plan diagnosis or ocpc bidding strategy level diagnosis, on the one hand it gives us guidance, and on the other hand it helps us summarize the causes and methods. The reason given by the system is the source of the problem, and the method given by the system is the solution. The system helped us analyze the entire process from the beginning to the end of the advertising campaign. What we need to do is to summarize and sort out the information given by the system so as to find a methodology that suits our own account. I believe that this is what the system wants to achieve and what I aspire to do.

03 Summary

Currently, diagnostic analysis is available at the search account plan level and the ocpc bidding strategy level, but not at the unit, keyword, and creative levels. It is reported that diagnostics for other dimensions will be launched soon. I believe that running a bidding account will be easier and more efficient in the future. The system has helped us solve many "unclear" problems.

In addition to plan diagnosis and ocpc diagnosis, Baidu search advertising backend also has an optimization center and promotion status and diagnosis. These two tools are also very practical. One point in particular is that the optimization suggestions in the promotion management diagnostic analysis tool and the optimization center are unified and linked. You can jump directly to the optimization center on the details page and adopt relevant optimization suggestions to provide users with considerate services, integrating diagnosis to optimization delivery, which is efficient and convenient. When placing search ads, you must pay special attention to these performance improvement tools.

If bidding optimizers are divided into high, medium and junior levels, the account diagnostic tool is still very friendly and practical for junior and intermediate bidding optimizers. Students who have not used it yet can actively try it, and perhaps the effect will be greatly improved.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)