Information flow delivery practical guide

With the increasing intelligence of search delivery, do you think search optimization is becoming easier and easier?

But in fact, it is not that easy to master Baidu search and get a return on investment ratio that satisfies your boss. Fortunately, Baidu backend has an optimization tool - " Optimization Center ", which provides some correct guidance for account optimization and specific optimization measures. Whether you are investing in CPC or OCPC, I think it is a tool that can bring hope to optimization teachers. Friends who usually pay less attention to this can take a look at it together.

01 First, let’s take a brief look at what the “Optimization Center” is?

I think of it as a “20-minute quick and smart optimization” tool. The optimization center includes six aspects: " targeting, bidding, budgeting, creativity, landing page, and repair ." These six aspects cover every link of optimization from "display-click-visit-consultation-order", which is very comprehensive.

The six major orientations include:

At the same time, the direct benefit of this full-link coverage is that it saves the time of manually analyzing accounts one by one, basically achieving "20 minutes of rapid and intelligent optimization." In the "Optimization Center" section, you can have a comprehensive understanding of all the current problems in your account, and use the "one-click optimization" function to quickly solve the problems. Especially for those who are busy with work, this fast and intelligent optimization greatly improves work efficiency.

02 Secondly, how to use the “Optimization Center”?

The parts I usually use more are the targeting, creative and landing page categories , which are the long-term optimization parts.

The targeting category includes system-recommended word packages, recommended new keywords, removal of unpopular keywords, removal of repeated negative keywords, removal of conflicting negative keywords , etc.:

03 For keywords, how should we choose the suggestions given by the system?

My standard is to look at the " estimated data ". If the "estimated data" has a greater impact on the account data, I will actively adopt it. For example: In the "Add Keywords" part of the above picture, if the weekly data estimated by the system is relatively large, then the reference will be more meaningful; if the "estimated data" is small, it is not mandatory and can be adopted or ignored.

Whether it is "word package" or "adding new keywords", adding words in account optimization is a new idea. In the past, the only way to add words was to use keyword tools to filter search words. Now, if you need to add words to your account, you cannot ignore the system recommended words in the "Optimization Center". This is also a positive operation method for running OCPC, and it is also a method that the system likes, which is conducive to the health and stability of the account.

However, it should be noted that the keywords recommended by the "Optimization Center" cannot be added with one click. Be sure to click on "View Details" to check the keywords before filtering. The keywords in this section are automatically found by the system based on the promotion business and delivery history in the account. Then there will definitely be keywords with low relevance, so they must be screened before adding.

04 Should we adopt the creative suggestions given by the optimization center?

As we all know, the creativity among most peers is not very different, unless there are a few optimizers who write their ideas very brilliantly. Then the main factor affecting click-through rate is actually the ranking of keywords . If the estimated click-through rate can increase by 4.87% without raising the bid, I think this data is still very OK. Even if this increase is not achieved, there is no loss for me if I increase it, so it would be a waste not to increase it! However, you should still check first. If there is no problem with the creative ideas recommended by the system, then add them with one click.

Of course, when adding, you can also sort the "estimated new clicks, estimated click-through rate increase" from high to low, and add creatives that have a better impact on the data.

Regardless of whether the addition can really achieve the effect expected by the system, at least this is also a positive operation behavior that the system can perceive. Students who have run OCPC should know that compared with negative operations, positive operations definitely play a positive role.

As for the next landing page, whether or not to adjust it, I usually focus on the system's estimated display volume . For example, the estimated weekly display volume below is relatively low, so generally no adjustment is made because this data has almost no impact on the account.

However, if the data is high and the number of landing pages with poor quality increases, you still need to click "View Details" to see what specific words and creatives correspond to poor landing pages, what the reasons are for the poor quality, and make modifications according to the system prompts.

If you don’t know how to do it, you can refer to the official article of Baidu Marketing University http://yingxiao.baidu.com/new/home/product/details?id=7611&ly=author_essay

I think the three aspects of "targeting, creativity and landing pages" are the contents that need long-term attention in daily optimization. This will have a long-term, positive impact on the account. As for other categories such as bidding, budgeting, and repairing, I think they are real-time optimization content, which is designed to let you know more clearly what conditions exist in your account and take action to solve the problems in a timely manner.

For example: in the bidding category, if the bid for a keyword is too low, causing the keyword to not be displayed, just modify the price; in the budget category, if the budget is too low, it is offline, etc., the system will give prompts, as shown in the following figure:

Repair category, including the review status of keywords, creativity and pictures. Materials that fail the review in the system will be reminded here, and they can be restored to normal by timely modification.

You can check and modify these three parts in a timely manner to have a clear understanding of keyword bidding, account budget, material review, etc.

05 Finally, evaluate whether the “Optimization Center” is used well?

The “Optimization Center” product looks simple, but whether the optimization results are good or not depends on how you use it. How to evaluate whether it is used well? Of course, we need to strengthen the monitoring of account data and let the data speak for itself!

Taking "a mechanical product" as an example, since the conversion cost was relatively high in the first few days, starting from 1/9, I took the system's recommendation to add keywords and creative ideas, and adjusted the account. After observing for 3 consecutive days, the data still changed, as shown in the following figure:

From the above figure, we can see that after optimization, the conversion cost of the account has dropped significantly and gradually stabilized. Since January 10, consumption has also shown a slow upward trend. In other words, while the conversion cost is reasonable and stable, the overall traffic of the account is also developing in a positive direction.

Whether you are an optimizer or a boss, in the advertising process, "conversion cost" and "consumption" are often two factors that we pay close attention to, and this is what we want. Some people may say that short-term data cannot explain the problem, but optimization is a long-term and continuous process, and the "Optimization Center" also needs to be utilized.

If the data continues to improve after using the optimization center's suggestions, then it is useful and is a tool that we cannot ignore. When you have used various optimization methods and the data still does not improve, it will give you guidance; with the optimization direction, it can also give you specific solutions.

Of course, it should be reminded that as a professional optimizer, you should use the tools for your benefit rather than being controlled by them. So the suggestions from the "Optimization Center" are certainly good, but not all suggestions should be accepted. Account optimization still follows the principle of "based on facts" and chooses appropriate optimization suggestions based on the specific circumstances of the account.

I wonder if my friends are using it? Leave a message to tell us your evaluation.

Author: Cucumber Morning News

Source: Qinggua Media