Friends still keep asking about Baidu information flow advertising: How to set up an account? How to write creative ideas? How to optimize effectively? Today I have compiled Baidu’s information flow delivery methodology for everyone. If you need it, please save it quickly.

1. Problem Analysis

What's the first thing you do after receiving the task? Start building an account? NO, the first step is to confirm customer demands.

1. Understand customer information, such as basic information, marketing goals, target audience, etc.

2. Determine marketing scenarios based on demands, such as event marketing, precision exposure, lead collection, etc.

3. Analyze customer demands, which are generally divided into two categories: improving exposure or improving conversion

4. Identify audience segments, such as potential audiences, industry target audiences, and brand audiences

5. Audience segmentation and targeting methods, creative choices

Let’s take the decoration industry as an example and look at the analysis ideas for the target audience.

Note: Different units use different orientation methods to try. It is recommended to choose only one orientation method for one unit.

2. Account establishment method and naming

To facilitate future management and indexing, it is recommended to set up your account structure according to the following classification method:

For example: a travel account

3. Creative Generation

1. Choose selling points

Extract the unique value and highlights of products

2. Write the copy

Seven templates you can learn from (I won’t tell ordinary people)

Inform users, describe users, raise questions, create scarcity, reveal secrets, compare with the past, and indicate changes

3. Creative pictures

A picture is worth a thousand words. Choose the right picture to get twice the result with half the effort.

4. Landing Page Production

An excellent landing page must meet one principle and four characteristics.

A principle:

Principle of consistency

The page relevance is good, and the content must be consistent with the targeting method and creative content, otherwise the bounce rate will be high.

Four characteristics:

Strong attraction

The page content is complete and the style is impactful. The pictures are clear and attractive. The copy describes the product highlights concisely. The key content is displayed on the first screen, and the pictures and text are rich.

Easy to read

In the context of native advertising, users respond passively, so the page should be easy to read, arouse users' needs, and let them understand the highlights and selling points of the product in a short time.

Strong persuasiveness

The product has outstanding selling points, and has credibility, reputation and endorsement

Conversion tool highlights

Conversion tool absorption, highlighting the user's key conversion tools, can be embedded in the page content, provide consultation, telephone conversion, etc.

5. Optimize feedback

When you want to optimize the results, you need to analyze the three layers of display, click, and conversion one by one along the marketing funnel from top to bottom according to the above picture, and then find out the problems and solve them.

Attached are the common problems and optimization ideas of information flow advertising

Author: Houchang College

Source: Houchang College

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