百度信息流，3个维度优化快速起量
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIEPEpMLREOj2NR3uRpjQ9yFbsjqSa8LKsLJpetpZGSesEV3WIb3rRY0PlvyXV8cX7hxMcWEsI5yvg/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIEVTmuZAlSPnFvDpZ6dIINTPNdg8ZuHdk7wnAXSVeCdRAOOdk2ykFas0pQCGZU4UibVXyjPl5gSrtA/640?wx_fmt=jpeg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">关于百度信息流的优化技巧，其实公号<span style="color: black;">已然</span>有<span style="color: black;">海量</span>的<span style="color: black;">文案</span>。</span><span style="color: black;">百度信息流的效果，有的说好有的说差，就我个人的感受来看，还是要看行业。有些业务投百度信息流，投产还是非常不错的，比巨量信息流ROI好。相比于大搜，百度信息流的升级比较少，相比于抖音系，百度信息流<span style="color: black;">此刻</span><span style="color: black;">显著</span>流量少了不少。</span><span style="color: black;"><span style="color: black;">怎样</span>优化百度信息流呢？</span><span style="color: black;">其实维度并不是<span style="color: black;">非常多</span>，我梳理了3个维度，看下这些平时你有<span style="color: black;">重视</span>吗。而</span><span style="color: black;">百度信息流的搭建流程比较简单，<span style="color: black;">这儿</span>就<span style="color: black;">再也不</span>赘述了。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第1个维度：定向维度</span></strong></span></h3><span style="color: black;">百度信息流的核心定向是兴趣意图定向，<span style="color: black;">日前</span>是3种<span style="color: black;">选取</span>：<strong style="color: blue;">自动定向/兴趣意图/人群包</strong>。</span><span style="color: black;">自动定向，<span style="color: black;">能够</span>理解为系统<span style="color: black;">举荐</span>，系统<span style="color: black;">按照</span><span style="color: black;">宣传</span>智能优化。兴趣意图即兴趣<span style="color: black;">归类</span>和意图词，这是百度</span><span style="color: black;">信息流的重点设置。</span><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">来讲</span>，新跑单元都是<span style="color: black;">选取</span>自动定向，等跑出<span style="color: black;">有些</span>数据后，再去跑兴趣意图<span style="color: black;">或</span>人群包。在<span style="color: black;">这儿</span>要强调的一点是，跑兴趣意图<span style="color: black;">或</span>人群包的<span style="color: black;">宣传</span>未必量<span style="color: black;">必定</span>比自动定向的少，这是不划等号的。</span><span style="color: black;">兴趣意图中，有</span><span style="color: black;">的业务跑兴趣转化量比<span style="color: black;">很强</span>，有的业务跑词量比<span style="color: black;">很强</span>。我之前跑过<span style="color: black;">瘦身</span><span style="color: black;">制品</span>和白酒，<span style="color: black;">瘦身</span><span style="color: black;">制品</span>跑兴趣量比<span style="color: black;">很强</span>，而白酒跑意图词量比<span style="color: black;">很强</span>，<span style="color: black;">因此</span>很难说哪一种<span style="color: black;">必定</span>更好。</span><strong style="color: blue;"><span style="color: black;">有<span style="color: black;">有些</span>规则是优化师<span style="color: black;">广泛</span>要遵循的：</span></strong><span style="color: black;">选词，<span style="color: black;">通常</span>都是短语词，少长尾，词量不<span style="color: black;">必定</span>要2000全加满，3-500以上<span style="color: black;">就可</span>。找词的<span style="color: black;">办法</span>比较多，<span style="color: black;">能够</span>百度信息流后台的意图词<span style="color: black;">举荐</span><span style="color: black;">或</span>大搜后台的<span style="color: black;">重要</span>词规划师，再<span style="color: black;">或</span>第三方挖词平台。</span><span style="color: black;">选兴趣，<span style="color: black;">一般</span><span style="color: black;">选取</span>二级兴趣<span style="color: black;">就可</span>，<span style="color: black;">选取</span>和业务最<span style="color: black;">关联</span>的即可，不必选<span style="color: black;">非常多</span>业务，<span style="color: black;">亦</span>不必细分到三级兴趣<span style="color: black;">或</span>更细的兴趣。<span style="color: black;">倘若</span>你刚<span style="color: black;">起始</span>不<span style="color: black;">晓得</span>怎么选兴趣，<span style="color: black;">能够</span>参考一下百度指数。</span><span style="color: black;">人群包，需</span><span style="color: black;">要在观星盘<span style="color: black;">选取</span>，<span style="color: black;">亦</span>不是很难，<span style="color: black;">一般</span>账户跑出<span style="color: black;">有些</span>数据之后就<span style="color: black;">能够</span>做整理去<span style="color: black;">选取</span>。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第2个维度:数据维度</span></strong></span></h2><span style="color: black;">百度信息流的数据报告不是<span style="color: black;">非常多</span>，比较有参考性的报告我个人觉得是定向分析报告和定向受众报告，这两个报告核心分析的<span style="color: black;">地区</span><span style="color: black;">便是</span>兴趣和意图词。其它报告，创意报告和视频报告是比较<span style="color: black;">要紧</span>的。</span><span style="color: black;">数据指标，基于信息流的计费公式是ecpm=转化出价*预估点击率*预估转化率*1000，展现、点击率、转化率这3项指标是比较<span style="color: black;">要紧</span>的。满足3项都高的词<span style="color: black;">或</span>兴趣是最<span style="color: black;">优秀</span>的，满足2项高的是比较好的，满足1项高的<span style="color: black;">能够</span>参考，一项都不高的则<span style="color: black;">能够</span>忽略。</span><strong style="color: blue;"><span style="color: black;">以下举例：</span></strong><span style="color: black;">这是某业务百度信息流的意图词报告，<span style="color: black;">选择</span>时间为1个月。<span style="color: black;">第1</span>步，先按展现降序，<span style="color: black;">选取</span>展现量＞100的，对其颜色标红。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIGJ1ibYUeRp0dWXOoEbwwDjeIXvqAX5d1WFNicmfCUoDWzTRht1lE4U5qSQH3YwegAia8icbVB0Op6mVg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">第二步，再按点击率降序，对点击率＞0.5%的标红。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIGJ1ibYUeRp0dWXOoEbwwDjeJ9ficqGfnt6u34aqp1zPDULHyfzia5Cgdib5icoBozpP6gksNR3aQK5RbQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">第三步，再按转化率降序，对有转化的均标红。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIGJ1ibYUeRp0dWXOoEbwwDjePKCnKcYAr2yRB4U9PRENINibcShCxA2Ngw372OoR7gIiccCiaYOHVrhBw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">第四步，再按展现降序，将满足2项标红的词做黄色填充。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIGJ1ibYUeRp0dWXOoEbwwDjeDzr875dpVtib3gjHkgeptks6ZVc5nBd9M59bzS8CsPLv3cibVeT1HFcA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">满足3项的词，即高展现高点击率高转化率<span style="color: black;">便是</span>最<span style="color: black;">优秀</span>的意图词，满足2项的<span style="color: black;">便是</span>比较好的词，满足一项的词<span style="color: black;">做为</span>参考<span style="color: black;">就可</span>。一项都不满足，即展现低点击率低<span style="color: black;">没</span>转化的词<span style="color: black;">通常</span><span style="color: black;">不消</span>参考。</span><span style="color: black;"><span style="color: black;">经过</span>数据<span style="color: black;">这般</span>去筛选，就能找到<span style="color: black;">优秀</span>的意图词，再新建<span style="color: black;">宣传</span>的时候，就<span style="color: black;">能够</span>重点设置这些词，<span style="color: black;">通常</span>转化都较理想。</span><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">能够</span>把这些<span style="color: black;">优秀</span>词<span style="color: black;">保留</span>，<span style="color: black;">做为</span>意图词包，新建<span style="color: black;">宣传</span>的时候是有用的。<span style="color: black;">同期</span>，<span style="color: black;">按照</span>这个表，<span style="color: black;">咱们</span><span style="color: black;">亦</span><span style="color: black;">能够</span>把<span style="color: black;">有些</span>高消费<span style="color: black;">没</span>转化的词剔除掉，用以节省账户浪费。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第3个维度：素材</span></strong></span></h3><span style="color: black;">百度信息流其实是偏图文<span style="color: black;">新闻</span>类的信息流，图文的流量还是比<span style="color: black;">很强</span>的，<span style="color: black;">因此</span>投百度信息流，<span style="color: black;">优秀</span>的<span style="color: black;">照片</span><span style="color: black;">亦</span>能起量。</span><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">来讲</span>，投<span style="color: black;">照片</span>素材大图转化比较高，投视频素材竖版视频转化比较好。百度信息流的素材和其它<span style="color: black;">途径</span>的素材<span style="color: black;">需求</span>差不多，<span style="color: black;">咱们</span><span style="color: black;">能够</span>大致归纳5点：</span><span style="color: black;">1：图文<span style="color: black;">或</span>短视频内容刺激用户痛点；</span><span style="color: black;">2：美观清晰，<span style="color: black;">照片</span>素材越原生越好；</span><span style="color: black;">3：图文结合，与业务强<span style="color: black;">关联</span>，多用诱导性文案；</span><span style="color: black;">4：短视频黄金3秒法则；</span><span style="color: black;">5：内容<span style="color: black;">都数</span>据化、具象化，文案简短精悍。不要假大空。</span><span style="color: black;">最后，我个人总结了<span style="color: black;">有些</span>百度信息流的<span style="color: black;">广泛</span>性<span style="color: black;">办法</span>论，有兴趣的<span style="color: black;">能够</span>参考下。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">出价：</span></strong></span><span style="color: black;">1：<span style="color: black;">一般</span><span style="color: black;">能够</span><span style="color: black;">运用</span>梯度出价，例如5条<span style="color: black;">宣传</span>。<span style="color: black;">宣传</span>1设100，<span style="color: black;">宣传</span>2设110，<span style="color: black;">宣传</span>3设120，以此类推。未必出价低的转化差，<span style="color: black;">经过</span>这种梯度出价是为了测试最低转化成本在哪个区间；</span><span style="color: black;">2：管住手，价格设好后少调价，<span style="color: black;">每日</span><span style="color: black;">少于</span>等于2次，每次幅度5%<span style="color: black;">上下</span>；</span><span style="color: black;">3：前期<span style="color: black;">能够</span>高出价。等学习成功后，<span style="color: black;">能够</span>以2-3天为单位降低一点出价，慢慢降低成本；</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">定向：</span></strong></span><span style="color: black;"><span style="color: black;">包括</span>5种测试维度</span><span style="color: black;">1：自动定向，即系统<span style="color: black;">举荐</span>；</span><span style="color: black;">2：单跑兴趣；</span><span style="color: black;">3：单跑意图词；</span><span style="color: black;">4：兴趣+意图词，为交集；</span><span style="color: black;">5：单跑人群包。</span><span style="color: black;">很难说哪一种<span style="color: black;">必定</span>好，都是<span style="color: black;">必须</span>测试的。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">素材：</span></strong></span><span style="color: black;">有短视频制作能力，<span style="color: black;">能够</span><span style="color: black;">重点</span>跑视频创意，<span style="color: black;">倘若</span><span style="color: black;">无</span>视频制作能力，<span style="color: black;">能够</span>多用<span style="color: black;">照片</span>素材。<span style="color: black;">通常</span>视频素材起量的概率高于<span style="color: black;">照片</span>素材。类型<span style="color: black;">重点</span>有：</span><span style="color: black;">1：模板视频，起量比较差；</span><span style="color: black;">2：混剪视频，<span style="color: black;">重点</span>看视频内容，<span style="color: black;">优秀</span>的混剪视频，起量<span style="color: black;">火速</span>；</span><span style="color: black;">3：口播视频，<span style="color: black;">必须</span>有真人模特出镜，制作难度不是很高；</span><span style="color: black;">4：情景剧，这种制作难度比较高点，<span style="color: black;">必须</span>有模特、脚本（微剧情）、专业的拍摄设备。</span><span style="color: black;"><span style="color: black;">日前</span>行业<span style="color: black;">更加多</span>的是第2种和第3种，不管是混剪还是口播，只要内容比较<span style="color: black;">优秀</span>，文案足够吸引，爆量的概率就很高。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">有些</span>个人经验（供参考）：</span></strong></span><span style="color: black;">1：<span style="color: black;">一般</span>，oCPM搭配兴趣，跑量会比较好。oCPC搭配意图词会比较好。<span style="color: black;">大众</span><span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">自动</span>测试；</span><span style="color: black;">2：创意组件<span style="color: black;">意见</span>都加一下，有时候会有<span style="color: black;">有些</span><span style="color: black;">tel</span><span style="color: black;">或</span>表单线索；</span><span style="color: black;">3：素材没方向的时候，多<span style="color: black;">瞧瞧</span>第三方网站里的同行素材，<span style="color: black;">或</span>看下其它平台（如巨量腾讯等）的素材，<span style="color: black;">能够</span>参考；</span><span style="color: black;">4：文案<span style="color: black;">尽可能</span>原创，多换<span style="color: black;">方向</span>写，会<span style="color: black;">更易</span>起量；</span><span style="color: black;">5：<span style="color: black;">通常</span>百度信息流首周起量比较慢，第二周后起量<span style="color: black;">显著</span>会快<span style="color: black;">非常多</span>。<span style="color: black;">倘若</span>一个账户投了半个月<span style="color: black;">或</span>三周还是没量，素材<span style="color: black;">亦</span>没问题，<span style="color: black;">能够</span>换户推；</span><span style="color: black;">6：<span style="color: black;">倘若</span><span style="color: black;">每日</span>要量不大，不<span style="color: black;">必须</span>堆计划，<span style="color: black;">倘若</span>要量大，<span style="color: black;">能够</span>适度堆点计划；</span><span style="color: black;">7：管住手，不要太勤<span style="color: black;">调节</span>，<span style="color: black;">能够</span>以3天为单位。上新<span style="color: black;">或</span>关停/删除，都<span style="color: black;">能够</span>以3天为单位。</span><span style="color: black;">以上为个人分享，仅供参考。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/fbac17wmeIGa9zXicIlnC8O9Ioo8UL3wePwFL6zsqj7B8nEWnLbbSZExKuRcsiapvPjKUQesfoUVQTdRywLUExXQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">以上<span style="color: black;">便是</span><span style="color: black;">咱们</span>的<strong style="color: blue;">专栏作者-木比白</strong> <span style="color: black;">这次</span>给<span style="color: black;">大众</span>分享的内容，欢迎留言讨论~</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/CLauOrx24mCojoszybREAZJiaubYZctkfORaBuLyelboquC4X4SiaBKjh2V1wl4fXbWE51dKLnRCDdOrDYfriaPPQ/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">点分享</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/CLauOrx24mCojoszybREAZJiaubYZctkfyerkPb4dzAE0s2NIZ2iathRFFKWtgpV5YuEaUBgQDEBRNae2krajYKw/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">点点赞</span><img src="https://mmbiz.qpic.cn/mmbiz_gif/CLauOrx24mCojoszybREAZJiaubYZctkflU0OOHiatzBI9GxIdvh8LONZ87DDFBMtjU9yWQJRf9omwZMD41fQAAA/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">点在看</span>
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