Tips for setting up a Baidu information flow account!

If information flow is spending money to buy traffic, then account structure is a tool to effectively control traffic.

Many optimizers who have just started to work with information flow are confused when they first get an account. They don’t know where to start or how to build an account. They worry that if the investment is not good, they will lose customers and may have to take the blame, making customers and leaders feel that they are not professional enough.

So how to build a reasonable Baidu information flow account? A refined Baidu information flow account structure determines the high and low cost of our account. It includes three basic elements: promotion plan, promotion unit, and creativity.

Early account building is crucial to later data analysis, and data analysis is also different for different account structures.

Account building tips

1. Intent words

After all, Baidu is mainly a search platform, and intent words are one of the most important targeted means of acquiring potential customers.

01. Word expansion method:

1) Bidding account search terms

2) System recommended words

3) Intent word recommendation tool

02. Word segmentation method:

There is no need to classify them in detail like bidding, just roughly classify them according to the bidding method

1) CPC classifies words according to their parts of speech, and accurately controls the effects of different parts of speech (it can be divided into about 5 groups)

2) OCPC long and short word classification, mainly root, gives the system the maximum exploration range

03. How many intent words are appropriate for each unit?

1) CPC bidding does not require too many intent words. 30-100 intent words per unit is fine. Don’t use too many, otherwise you won’t be able to effectively control traffic.

2) The OCPC bidding method is best with more than 50 words, so that the system has sufficient room for exploration.

PS: According to the backend intent word consumption report, the intent words with relatively large consumption are basically concentrated in 10-50 words, so the more intent words, the better.

CPC controls traffic based on the degree of intent of the intent words, and OCPC allows the system to automatically filter consumer intent words

2. Interest classification

01. Old interests: The system gives visitors labels based on the types of information they are interested in (not very accurate)

1) Core interests

The tag category that best matches the industry characteristics in the interest classification

2) People’s interests

As long as it is related to the industry or the tag categories that the industry may pay attention to

Get crowd interests through crowd analysis or core interest expansion

02. New interests: The interest data source and strategy have been upgraded to find more matching groups and obtain more conversions under certain cost constraints.

New interests are a very effective targeting method for Baidu's information flow. It is simple to operate, cost-controlled, and has large traffic. It only requires basic targeting with separate new interests. No intent words are required. It works better with smart bidding.

Baidu backend update direction: old interests may be cancelled, leaving only new interests, the purpose is to get rid of Baidu's information flow's dependence on intent words

3. Bidding method

01. CPC

Traditional bidding methods require manual and precise control, so generally CPC + basic targeting + intent word delivery, and the intent words need to be subdivided according to part of speech (about 5 groups are enough)

02. OCPC

OCPC is divided into two delivery methods:

1) The first stage of the launch is similar to the CPC bidding method, which requires precise regulation. After reaching the second stage, the targeting is slowly released;

2) Skip the first stage, basic orientation + (old interest) + intention words (long and short words are fine) or basic orientation + new interest;

03. OCPM

Referring to the OCPM bidding method of Toutiao, intent word targeting is suitable for accounts with small budgets and need for precise traffic; basic targeting + old interests (crowd interests) or basic targeting + new interests

4. Automatic expansion and optimization

01. Automatic expansion

Backend strategies can help you find the group of people most likely to convert, stabilize the delivery effect, and expand the conversion scale. If the account does not have volume, it is recommended to open it. If there is volume but the cost is high, it can be closed. If the budget is sufficient, it can be opened during construction.

02. Automatic Optimization

1) It is not recommended to choose during the normal delivery phase

2) Do not choose CPC delivery method

3) When the unit with good delivery effect becomes worse and still cannot be improved after adjustment, it can be used as a last resort

4) When the account as a whole is not growing or the cost is high, and after adjustments, it still cannot be improved, all units can be opened

PS: You can only choose to automatically optimize interest and intent words. It is not recommended to choose bids and creatives.

5. Custom crowd packages

01. If you have previous conversion data, such as mobile phone number, IMEI code, etc., you can upload it in a package

02. You can make secondary sales of seed packages based on the previous accounts, plans, unit displays, clicks, and conversions

03. You can expand the seed package to similar groups and expand the delivery

04. You can choose the theme group packaged by the system and choose to target the industry audience (the effect is not good, choose carefully)

6. Creativity

01. Creative Type

Custom creatives: If you have creatives that have had good conversion results in the past, you can manually combine the creatives

Programmatic creativity: If you are not sure about the effect of the material in the early stage, you can recommend the creative type you want to choose, and you can combine copywriting and materials in a more diverse way.

Additional ideas: It is recommended to use pages with form and phone components to convert visitors more quickly.

02. Creative Style

CTR: small picture < three pictures ≤ large picture ≤ showcase < video

Suggestion: Do not have multiple creative styles in one unit, otherwise it will lead to uneven traffic distribution

Small pictures, large pictures, three pictures, showcases, and videos are placed in separate units

Account building practice

Step 1: Create a new plan

Baidu's bidding promotion and information flow promotion are on the same platform. After we log in to our account, we can click to enter the backend and start building the plan.

Click "Create a new plan" to enter the new promotion plan page.

01. Select a marketing goal. Choose the corresponding marketing goal according to the product or service you are promoting.

02. Set the planned budget, promotion date, time period, delivery method and plan name

Step 2: Set up promotion units

01. Choose the business to promote

02. Choose the delivery range

03. Set the orientation mode

04. Place bid

05. Automatic account optimization

06. Unit name setting

After the settings are completed, you can click Continue to the next step!

Step 3: Set up promotional ideas

Creativity is our last step. After writing the idea, you can submit it for review.

We have already talked about the precautions above, so we will not elaborate on them in detail. Please fill in the form according to the above information.

Author: Pei Jia

Source: Houchang College ( semlianmeng )