Baidu information flow promotes a complete set of practical processes in the background!

As a traffic giant, Baidu's slight decision will cause a crusade across the whole network. For example, the recent CCTV red envelope has been scolded for many days. However, we can't deny this result. Baidu APP downloads soared, reaching the top of the APP download list in one fell swoop, with a download volume of 654.38+08.7 million. Suppose its final retention rate is 10%, and finally1870,000 remains. Therefore, the effect of Baidu will inevitably have a rising period in the near future. As the saying goes, if a worker wants to do a good job, he must sharpen his tools first, and it is essential to have a good effect and master the background skillfully. Come on, let's take a look at what precautions Baidu has in the background today. I. Introduction of Baidu Information Flow Baidu is one of the traffic giants, and its search engine occupies most users in China. Its population is relatively wide, covering users of all ages, so it is widely used in the industry. Baidu started from search, with a large amount of data. The biggest advantage is that it can achieve targeted keyword delivery, which is very suitable for people who are preparing for bidding information flow. Use it to practice their hands first. Its delivery styles mainly include: three pictures, big pictures, single pictures, videos and so on. Second, Baidu background operation introduction Baidu's bidding promotion and information flow promotion are on a platform. After we log in to the account, we can click to enter the background. Then click New Plan to establish a plan according to the previous project analysis and promotion strategy. The first step of creating a new plan: set the basic information of the plan as shown in the figure, including the budget, date, time period and other basic information of the plan promotion. 1. Plan Name With the increase of later plans, a clear account name is particularly important! Generally speaking, the promotion scheme is divided into: information streaming media, products and target audience. For example, the same latitude has separable sub-latitudes, which can be distinguished by *. For example, product latitude split: Bai Shou-Beishangguang * Island Tour-Brand Crowd 2. Most of the promotion targets are landing pages, and you can directly select website links. If your APP is downloaded, you can choose according to the situation. 3. The budget is generally user-defined, and it is recommended that the budget be set higher than 20% of the estimated budget. For example, if the boss says that you can only spend 500 yuan every day, then your custom budget should be set to "600" to avoid affecting your traffic without a budget. 4. The promotion date is easy to understand and can be selected according to the promotion strategy. 5. The promotion period is as shown in the figure below, just select the period that needs to be put in. That's like this, we need to do enough project and competitor analysis in the early stage. 6. Budget allocation control is unified and accelerated, which may be a bit confusing for most initial information flows. When should we choose uniform speed and acceleration? Generally, it is just starting to go online, and the data is incomplete or it is impossible to stare at the account in real time. It is suggested to choose constant speed; If you have certain data or can keep an eye on the account in real time, you can choose to accelerate. Step 2 of background planning: After setting the above information for the new unit, we can click Continue to start the new unit. 1. Like the scheme, the name setting of the new unit is self-evident. The general format is: subdivision orientation mode (interest+keywords) and map format naming, for example: travel-single figure 2. Version information Version information is divided into two points: traffic and version. Regarding transportation, if you bid for OCPC, you can choose transportation. If you bid for CPC, it is suggested to customize it, and the browser and post bar should bid separately. Regarding the placement position, it is mainly the list page and the detail page. The effect of list page is better than that of detail page. If there is not much budget in the early stage, it is recommended to vote for the list page first. 3. Orientation setting Orientation setting can be set according to the crowd situation of the product. But when setting, pay special attention to gender. In the later creative production, the differences between men and women are different. In the whole orientation setting, it may be difficult to find the belonging word package. Here are some tools for finding word packages: ▲ Intention word recommendation tool: select relevant business words through the background intention word recommendation tool, and expand the corresponding intention word package ▲ Search account keywords: select targeted intention words through promoting search keywords ▲ Baidu Index: obtain initial crowd attention, age, region, gender, etc. By selecting business words, use the index to search for ▲ crowd portrait: select related industries through the background crowd portrait tool to obtain industry crowd portrait information ▲ Orientation package recommendation: select the orientation package recommended by the system in the background orientation package recommendation, search for related business words, and select the corresponding crowd. 4. Make an offer. It is suggested that the actual bid is higher than the recommended bid of the system, and it is at a medium and high level. As shown below, the system bids 0.3 yuan, so I can bid between 1- 1.5 yuan. Moreover, in the early days of account construction, higher-priced accounts were also used to get better display. Here, the following bids are summarized in the figure for reference only: ▲ Bidding on different platforms: Bai Shou > Post Bar > Baidu Alliance Media ▲ Client Bidding: IOS Bidding > Android Bidding ▲ Advertising Bidding: List Page > Unlimited Page > Details Page ▲ Directional Bidding: Keyword+Interest Orientation > Keyword Orientation >; Interest label orientation >; After setting your interest orientation, you can click Continue to enter the next operation! Creative material 1. * * * usage information is equivalent to the * * * usage information of the underlying creative material. Brand name refers to the information of its own product or brand; The user's avatar and promotion website can be filled in according to their own situation. At the bottom is the relevant creative information, and the rabbit will not explain it much. You can fill in the form according to the above information. Creativity is our last step. After writing it, we can submit it for review. Baidu background operation is the foundation, but it is also an operation that must be mastered. A little change will affect the later transformation. Which of the backstage operations makes you feel the most painful? Message interaction may be explained in detail in the next issue.