Advertising suggestions during the epidemic period!

During this special Spring Festival holiday, the DAU of Baidu products also saw significant growth, with Baidu APP growing by 20%, Haokan Video growing by 25%, and Kuaishou growing by 18%. At different times, users search for information, browse news, and watch videos on Baidu's entire platform, driving Baidu's traffic growth. With the traffic growth, customers must seize this traffic opportunity!

During this period, traffic continued to grow at a good pace. At the same time, resources in various traffic positions were sufficient, competition slowed down, and the overall CPC was significantly lower than usual (especially the CPC of Haokan Video was in a competitive trough). The competitive environment was relatively relaxed, which was conducive to low-cost customer acquisition. All major industries need to seize the time window! Next, let’s take stock of the opportunity industries and investment suggestions~

Data period: December 1, 2019 - February 2, 2020

1

Opportunity Industries

01

Games, entertainment and media industry

At this stage, the gaming and entertainment media industries are profitable and can continue to increase investment.

The market shares of the gaming and entertainment media industries have increased significantly: among them, the gaming industry's market share has increased significantly, from 11% to 19%; the entertainment media industry's market share has increased from 12% to 17%.

Customers in the gaming and entertainment media industries can take advantage of this opportunity to increase their spending on Baidu Search, Feed, Haokan Video and other platforms.

Data source: App growing. App growing provides data on the number of advertisements placed; industry market share in a certain period of time = number of industry advertisements in a certain period of time / total number of advertisements in a certain period of time.

02

Education Industry

Education industry – K12 and language training have good traffic during the Spring Festival, and academic and vocational education have rebounded after the holiday, so we need to seize business opportunities.

Overall: The market share of the education and training industry declined during the Spring Festival, and the rebound after the Spring Festival (2.1) was mainly driven by academic education and vocational education.

Breakdown: The proportion of language training, K12 education and interest tutoring industries increased significantly during the Spring Festival, but the proportion of the language training industry fell after the festival; the proportion of academic education and vocational education in the industry declined significantly during the Spring Festival, but both rebounded significantly after the festival. It is recommended to accelerate the layout to seize traffic.

Data source: App growing Segmented industry market share = number of segmented industry advertisements / number of first-level industry advertisements.

03

Video, insurance industry

The video industry and the insurance industry have the highest market share during the Spring Festival and after the festival, and customer acquisition is expected to increase significantly after expansion.

The proportion in the video industry continued to rise; the proportion in the reading industry increased during the Spring Festival and fell slightly after the festival. It is suggested to increase investment and expand the sales of multiple products.

The market share of the insurance industry continued to rise, reaching 49% after the holiday (2.1); the market share of the lending industry declined slightly during the Spring Festival, but rebounded after the holiday. Online investment will not be affected, and it is recommended to continue to increase investment.

Data source: Appgrowing provides data on the number of advertisements delivered; industry market share in a certain period of time = number of industry advertisements in a certain period of time / total number of advertisements in a certain period of time.

2

Delivery strategy

01

Search delivery strategy

Increase the intensity of brand word placement: Increase the intensity of brand word placement to increase brand penetration for customers who search for your brand words during holidays.

Increase the investment in conversion words and industry words: Due to the decrease in competitiveness during holidays, the ACP of hot words becomes smaller, and the same budget may attract more potential customers.

Add mobile terminal styles: Add mobile terminal flash styles and clue-through advanced styles to occupy the mobile screen area as much as possible.

Add preferential policies to the creative: Add some holiday (during the epidemic) preferential policies to attract users' attention.

Change the landing page to a holiday-specific landing page: Use holiday (epidemic period) discounts to stimulate users to leave messages.

02

Information flow delivery strategy

Accurately target potential customers: Conduct individual analysis and precise delivery for those who are likely to be targeted during holidays.

Incremental coverage intention population: During the holidays, netizens’ fragmented time increases and their online time increases, so new incremental plans are created to cover more people.

Add holiday creativity in advance: add more videos, three pictures and other creative ideas for Spring Festival preferential policies, because users have more time to watch video styles during the holidays (epidemic), which leads to better conversion.

Add a landing page during the festival in advance: the landing page can reflect consultation, preferential policies, etc., to prepare for actual conversion after the festival.

3

Baidu performance product placement suggestions

The search + recommendation dual engines help advertisers optimize results and increase consumption.

1) The first choice for celebrity combinations: "Autonomous driving" activities relying on Baidu's AI technology to ensure customer results.

Search delivery strategy: Fengchao oCPC combined with intelligent keyword addition, balanced expansion, and advanced creativity.

Information flow delivery strategy: information flow oCPX combined with programmatic creativity.

2) Conversion combination recommendation: smart bidding + core targeting to accurately capture users.

Search delivery strategy: Fengchao oCPC connects to deep conversion, balanced expansion, and advanced creativity.

Information flow delivery strategy: information flow oCPX + Baidu information flow + keywords/interests + horizontal video/vertical video.

3) Recommended expansion combination: select high-quality new traffic and search for potential people across the entire network.

Search delivery strategy: Fengchao oCPC delivery uses active bidding, intelligent keyword addition, active volume expansion, advanced creativity and automatic creativity.

Information flow delivery strategy: information flow oCPX + preferred/Baiqingteng/good-looking video + keywords/interests + horizontal video/pictures.

Note:

1. Prepare materials and supplies in advance as there will be fewer reviews during holidays.

2. Always pay attention to data during the holidays to prevent large fluctuations in traffic and make timely optimization and adjustments.

3. Customer service personnel should answer user calls at any time and keep good records.

Well, that’s all for today. Advertisers may refer to it for placement.

Author: Baidu Beijing Marketing Center

Source: Baidu Beijing Marketing Center