Which industries is Baidu Information Flow suitable for? How to deliver?

Which industries are suitable for Baidu information flow ? How to deliver? What are the targeting methods of Baidu information flow? What are the bidding methods for Baidu information flow? Account building methods and precautions? Data analysis and optimization methods?

1. Which industries are suitable for Baidu information flow?

Which industries are suitable for Baidu information flow? How to deliver?

Baidu is one of the three traffic giants. Its search engine occupies the majority of domestic users. Native ads can be displayed in the information flow of Baidu's major platforms.

Advertising Platform:

Baidu Mobile, Baidu Tieba, Haokan Video, Baidu Qingteng

Advantages:

There is a search foundation, targeted intent words, accurate users, high quality, and strong purchasing power

shortcoming:

The algorithm is poor, the operation technology requirements are high, and the traffic is relatively low compared to other platforms

Delivery suggestions:

Small and medium-sized enterprises, TOB industry, small budget accounts

Notes on delivery:

You can't apply to all of them, because Baidu's algorithm mechanism is mainly based on search. If you don't tell the system what kind of person you want to find, the system will not be able to find the person you need. This is where Baidu is more difficult to deal with; so its main focus is still on the choice of targeting methods (interest and intent words). However, the requirements for materials and creativity are not high. This is more suitable for students who don’t like looking for materials.

Baidu is mainly a search platform, and intent words are the most important way to obtain potential customers.

(1) Word expansion method:

You can use bidding search terms directly, or you can use the system's built-in intent word recommendation tool.

(2) Word segmentation method:

Just pack the words recommended by the system and use the execl table to classify them according to long and short words

(3) How many intent words are appropriate for each unit:

More than 100 words gives the system more room to explore and makes it easier to scale up. If it is CPC, it is better to use precise short word packages, each package has about 30-100 words. Too many words will make it difficult to control the traffic. After all, the amount of CPC is still very large.

New interests are a very effective targeting method for Baidu's information flow. They are simple to operate, cost-controlled, and have large traffic. They only require basic targeting with separate new interests (old interests previously required intent words to be effective), and no intent words are required.

PS : Now you only need to choose one between Baidu interest and intent word targeting. If you choose both, only the intent word will take effect, because the background data analysis report only displays the intent word.

3. What are the bidding methods for Baidu information flow?

Traditional bidding methods require manual and precise control, usually CPC + basic targeting + intent word delivery

(1) Run the first stage

Just like the CPC bidding method, precise targeting is required in the early stage. Wait until 20 conversions enter the second stage, and then release the targeting after the system has collected the data.

(2) Skipping the first stage

Direct basic targeting + intent words or basic targeting + interest

Basic targeting + intent words or basic targeting + interest

IV. Account establishment methods and precautions

Let's talk about the unit level directly. The plan level is some basic targeting. If you don't understand it, you can refer to the ad group level in my previous article on building a huge account.

Different directional methods are tested separately

Basic orientation + interest

Basic targeting + intent words (divided into different word packages)

Different creative elements are tested separately

Custom creative

Programmatic Creative (New Account Recommendations)

Single image, large image/three images, video (horizontal version, vertical version). Currently, the vertical version is more tested.

In fact, the idea of ​​data analysis is similar to the idea of ​​GuangDianTong that I talked about in the last issue. Both are multi-dimensional data analysis, comparing the benchmark plan with the current problem plan, and then finding out the specific reasons. Let’s talk directly about how to analyze Baidu’s intent word consumption report and interest consumption report?

Factors such as creativity, page, and bidding are excluded here.

(1) Consumption only, no conversion:

The original plan was to directly delete the first few words with high consumption, and then continue to advertise or change the word package for testing.

(2) High consumption and low conversion:

The original plan was to directly delete the first few words with high consumption, and then copy the deleted words to create a separate plan to launch and see the effect. If the situation is still the same, stop it directly, and then test other word packages or compare the data of the day with high conversion to see if the current high-consumption words are consistent with the consumption words of the day with high conversion. If not, delete the current words with inconsistent consumption.

(3) Less consumption, more conversion:

Congratulations, you have been selected by Baidu as one of the lucky 1 in 100,000.

The interest report mainly looks at secondary interests, so the secondary interests with the highest consumption in the benchmark plan are compared with the secondary interests with the highest consumption in the problem plan. The rest is the same as the intent word analysis method, the only difference is that it cannot be deleted directly in the original plan, because it will directly affect the system model. You can copy a new plan, delete the interests with high comparison consumption but no conversion, and then launch it.

Author: SEM Thinking

Source: SEM Thinking (sem_sw)