The precise promotion of information flow has the following key points: 1. The first element: directional method.
Including interest targeting (such as: sports and fitness, personal care and beauty, medical health, digital home appliances, mother and baby parent-child, etc.); crowd targeting (such as: age, gender, education, life stage, etc.); regional targeting (For example: core cities of Beijing, Shanghai, Guangzhou and Shenzhen, first-tier cities, second-tier cities, etc.); scene orientation (for example: time period, equipment and applications, network environment, etc.). 2. Secondary factors: bidding method, page, bid, creativity, etc.
In most cases of Baidu information flow, a well-run material can be released for a long time, and Baidu has no material squeeze. The life cycle of the material is very long, and more materials can be added. 3. Preferred bidding methods: OCPC, OCPM, CPC.
Three stages of optimization direction:
Preliminary period of 01
-Maintain infrastructure, maintain account activity and quality;
- The bid should not be lower than the average bid to ensure the winning rate;
-Don't have too many plans in a single account, concentrate the budget, prioritize the volume, and break through the cold start.
02 minimum volume
-Avoid negative operations such as shutdowns and price cuts, which may lead to interruption of model learning;
-Pay attention to CVR fluctuations and adjust the orientation in a timely manner;
-Manual expansion is combined with system expansion.
03 Observation
-Targeting conditions need to be gradually relaxed as much as possible. Unnecessary targeting restrictions will miss the target conversion group;
-It is not recommended to use them together in the same plan. A variety of core orientations can test different orientation effects according to plans;
-The model has been stabilized and you can gradually trust the system model orientation (automatic orientation) to reduce labor costs in orientation.
Information flow promotion in all walks of life must be based on accurately locating users, gaining in-depth insights into user needs, and then achieving efficient conversion!