1, the first element: directional mode. Including interest orientation (such as fitness, personal care and beauty, medical health, digital home appliances, maternal and child care, etc.). ); Population orientation (such as age, gender, education, life stage, etc.). ); Regional positioning (such as core cities, first-tier cities, second-tier cities, etc.). ); Scene orientation (such as time period, equipment and application, network environment, etc.). ).
2. Secondary factors: bidding method, page, bidding, creativity, etc. In most cases of Baidu information flow, a well-run material can be put in for a long time, and Baidu has no material extrusion, and the life cycle of the material is very long, so more materials can be removed.
3. Preferred bidding methods: OCPC, OCPM and CPC. Three stages of optimization direction:
0 1 prophase
-Maintaining infrastructure, customer activities and quality;
-The bid should not be lower than the average bid to ensure the winning rate;
-Don't have too many plans for a single account. Focus on budget, give priority to quantity, and break through the cold start.
02 starting quantity
-Avoid negative operations such as shutdown and price reduction, which will lead to the interruption of model learning;
-Observe CVR fluctuation and adjust orientation in time;
-Manual expansion is combined with system expansion.
03 observation
-Orientation conditions need to be relaxed gradually as far as possible, and unnecessary orientation restrictions will miss the target transformation population;
-It is not recommended to use multiple core orientations in the same scheme, and the effects of different orientations can be tested in different schemes;
-The model is stable, so you can gradually trust the system model orientation (automatic orientation) and reduce the labor cost in orientation.
The promotion of information flow in all walks of life must be based on accurate positioning of users and in-depth insight into user needs, so as to achieve efficient transformation!