Baidu Marketing Strategy 2020: Full-link Marketing in the Online Used Car Industry

Spending money is a "zero-sum game". If you spend money on a car, you can't spend money on a bag. In the context of an uncertain economy, everyone is re-evaluating their large consumption budgets. As an industry that undertakes travel needs, used cars have also faced new difficulties and challenges in 2019 when users adjusted their consumption strategies.

eXperience pool: For users who have clicked on the ad and entered the ad experience, differentiate between car buying and selling needs, and respond to the landing page by demand type. For car buyers, especially potential car buyers who are waiting and watching, highlight preferential prices and models with better conditions in the same price range, and use the flash product recommendation function on the landing page to recommend 3-5 other suitable car models to customers, increase the probability of customer conversion, and encourage customers to enter the asset pool for conversion. For car sellers, use "test" materials to stimulate users' demand for selling cars, improve user experience through games and tests, and further increase the possibility of entering the asset pool.

Equity pool: Due to the low frequency and high difficulty of decision-making in the used car industry, users who enter the equity pool can cooperate with the offline sales process to carry out "order promotion" operations. For example, when users are hesitant about whether to list their cars on the used car platform, they can use the native retargeting method to reach out to the equity users again and highlight the information that the users are concerned about, so as to assist the offline sales process and increase the order conversion rate of asset pool users.

Due to the different clarity of user needs, users can be generally divided into users with strong needs and users with vague needs and wait-and-see users. NEXT provides different full-link marketing solutions for these two types of users.

Users search for a variety of questions. Advertisers can use flash advertising and other technologies to answer users' search questions (such as car model + price, region + used cars, etc.), and actively respond to user needs with higher information matching and content. At the same time, for information that users are more concerned about, such as quotations, valuations, and process understanding, use Jimuyu dynamic landing pages to undertake content, improve user experience, and enhance brand favorability. Finally, the retained users are transferred into the asset pool for further conversion and remarketing.

Baidu NEXT industry solution provides technical and data support for advertisers from responding to user questions (flash delivery solutions for used car models, oCPC), providing solutions (Jimuyu dynamic landing page provides a car model list page) to user conversion records (oCPC, effective calls/listings and other deep conversions), helping the industry move towards a trillion-level market.