Baidu search promotion main process function upgrade

1. Background

The main process of Baidu's search promotion has begun functional upgrades, which will be divided into several parts, including plan list upgrades, oCPC function adjustments, and oCPC population migration, and will be gradually launched in a small traffic manner. This small-traffic test mainly focuses on the plan list upgrade and some function adjustments of oCPC, including the oCPC population preference part.

2. Function launch platform: search promotion

3. Launch time: September 28

4. Coverage: Search promotion whitelist customers

5. Product Instructions

1. Plan list upgrade: Added two columns: "Bidding strategy" and "Conversion data status"

1) Added a new "Bidding strategy" column

Note: oCPC "delivery package" concept has been upgraded to oCPC "bidding strategy

• This column displays the "Strategy Type-Name" that has been set for the current plan, including CPC bidding strategy-click maximization, ranking tendency (expected to be launched in October) and oCPC bidding strategy
• oCPC bidding strategies will display the traffic range of the bidding strategy in brackets after the bid name
• If the plan does not have a bid strategy set, the message "Not set" will be displayed.

2) Added "Conversion Data Status" column

This column discloses the status of conversion data accessed by the plan. If you plan to use a conversion bid strategy (oCPC), further disclose the current status of the bid strategy using conversion data.

2. oCPC tool adjustment:

1) Create/edit ocpc bidding strategy (delivery package)

• Copy adjustment: Since oCPC is essentially a bidding strategy, the copy of the "delivery package" will gradually be upgraded to a "bidding strategy".
• The “smart word addition” function is offline. The strategy of this function will be merged with the Optimization Center-Add New Keyword Suggestion. Students who need to add new keywords intelligently can just pay attention to this suggestion.
• Click the "Crowd Preference" entry under the bidding coefficient control offline to migrate to the main process of creating a new crowd.

Remark:

a. The bidding strategies that have already used this function will not be affected and will take effect normally, but the editing and creation of the click bidding coefficient control crowd function will no longer be supported. Only deletion operations are supported.

b. It is expected that in mid-to-late October, the crowd function of the platform will support the "click bid coefficient control" bidding strategy (the specific launch time is subject to the BOD notification). For plans that use both "targeted crowd" and "click bid coefficient control", when the traffic hits the crowd setting, "click bid coefficient control" will refer to the crowd bid coefficient for a comprehensive premium, and may bid a higher price to win the traffic for you.

2) oCPC management list page:

• Copy adjustment: Since oCPC is essentially a bidding strategy, the copy of the "delivery package" will gradually be upgraded to a "bidding strategy"
• Remove the conversion tracking tool entry from this page. You can find the new entry for this tool in the Tool Center - Optimization Tools
• Offline "Smart Add Words" function entrance, synchronize offline list - Smart Add Words Status column
• Only advertisers who have bound a target group package under oCPC-"Click Bid Coefficient Control" can see the target group preference column (not visible to unbound customers). After clicking Edit, customers cannot perform other edits except deletion.

Note: It is recommended that customers delete the bound population here, create the corresponding population in the population management list, and bind the click bid coefficient plan to avoid affecting the delivery.

3. oCPC crowd preference function migration plan:

Bind the click bid modifier control plan in the new creation and crowd management process, and set the bid modifier

1) Bind the plan in the new crowd creation process:

2) Edit the binding plan in the crowd management list:

After creating a new crowd, you can choose to modify the previous crowd settings on the crowd management list page. Select Edit in the Bound Plan column to re-edit the bound plan and bid coefficient.