信息流优化师只要做好这一步，就能容易加强转化率！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIEsGITJjedUdIWY1Vy0N8R0uR6qReefeyjs6nz5JC8f9M3rM2j1BjMstoib4Icy6dqphiauxAv39PNQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">（<span style="color: black;"><span style="color: black;">源自</span>：信息流情报局</span>）</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">非常多</span>小伙伴问：我做优化师一年，仍然有<span style="color: black;">非常多</span>问题，<span style="color: black;">例如</span>多久更新一次账户创意，有规律可循吗？展点消之间存在什么关系？账户出价到底有什么诀窍捏？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实这些说难<span style="color: black;">亦</span>不难，</span><span style="color: black;">在账户问题分析、搭建账户以及物料制作上线环节完成后，<span style="color: black;">咱们</span><span style="color: black;">必须</span>做的是优化反馈这一环</span><span style="color: black;">节。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">即<span style="color: black;">经过</span>一系列的信息流数据监控<span style="color: black;">认识</span>优化效果，<span style="color: black;">仅有</span>依据科学的数据分析，<span style="color: black;">才可</span>从中摸索出到底<span style="color: black;">根据</span>什么原则进行账户优化以及<span style="color: black;">各样</span>优化小技巧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>信息流<span style="color: black;">宣传</span>优化<span style="color: black;">规律</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrzXA5kkz4nHE4mcVpY1NG0fY0icibQWUBduWbOQviagDUz96IyLZyUqvuuw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">且看这张图，<span style="color: black;">认识</span>信息流优化<span style="color: black;">首要</span>要<span style="color: black;">认识</span>营销漏斗，当客户反映想<span style="color: black;">提高</span>业绩时，<span style="color: black;">必须</span>按从上到下的<span style="color: black;">次序</span>，沿营销漏斗对展现、点击、转化分别分析，寻找问题并<span style="color: black;">处理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、影响展现的<span style="color: black;">原因</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrzb4ntYjxYQqnfJicWiauITJmRRolFiaWibB0XKBt7WIrn3NBf3ctEBfORyw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、影响点击量的<span style="color: black;">原因</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrz0SX25Ziacclay6faLCWS8Ql0rboD8G4d5h64rVH8NEUphicvic7QmrNBg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、影响激活量的<span style="color: black;">原因</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrz5EfHibwbGdwV2TAIrlTCFfp06P60kKWdUnFTAibx0Bic8cKyiaoLC9LYJQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4、影响ROI的<span style="color: black;">原因</span>及改良思路</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrzhxicY4WQ8UTQiaHyyuB6lg3HYGBb10Yp5ia6szghYrtPOmWUpSPOwGAWA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做好这四个方面的改进，<span style="color: black;">首要</span><span style="color: black;">必须</span><span style="color: black;">认识</span>客户考核标准是什么，<span style="color: black;">倘若</span>客户的考核标准仅仅是展现量，<span style="color: black;">那样</span><span style="color: black;">咱们</span>只<span style="color: black;">必须</span>从展现量的影响<span style="color: black;">原因</span>来<span style="color: black;">检测</span>问题<span style="color: black;">就可</span>，<span style="color: black;">倘若</span>客户的考核标准是ROI，<span style="color: black;">那样</span><span style="color: black;">咱们</span><span style="color: black;">必须</span>自上而下的<span style="color: black;">检测</span>展现量、点击量、激活量和ROI，这四个分别是进一步的关系，<span style="color: black;">仅有</span>前三个<span style="color: black;">过程</span>做好，<span style="color: black;">才可</span>达到<span style="color: black;">加强</span>ROI的目的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>信息流<span style="color: black;">宣传</span>优化的原则</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">优化原则：数据驱动 开源节流</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">数据驱动：</span></strong><span style="color: black;"><span style="color: black;">按照</span>投放数据反馈，判断账户各维度的效果，针对好和差的部分采用<span style="color: black;">区别</span>方式进行优化；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">开源：</span></strong><span style="color: black;">针对转化效果好于预期或相对较好的部分，继续扩大展现量，获取<span style="color: black;">更加多</span>转化；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">节流：</span></strong><span style="color: black;">针对转化效果大幅差于预期的部分，减小消费量，<span style="color: black;">掌控</span>消费；</span></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/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrztbWdWGjlkosWtsU1PCDib3jGMZBGymh4mN6Vk5ib9NTicLgIWIdFuttsQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“道理都很懂，可<span style="color: black;">详细</span>怎么操作？”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是<span style="color: black;">非常多</span>人问的问题，表着急，听局长慢慢道来......</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、信息流<span style="color: black;">宣传</span>效果矩阵<span style="color: black;">评定</span></span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接手任何一个信息流<span style="color: black;">宣传</span>账户中的创意，都<span style="color: black;">能够</span>被放入下面这个矩阵进行分析，筛选出对应的优化方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrzEZASOoGJEqOLHv4X8Ra3icibxNTfQTKVR0Wic9SDxWM6CwI2dduDIvpXg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、信息流<span style="color: black;">宣传</span>优化手段</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrzImNlzb4dhJ3ia0HzLjicWUrB94SOkNk938ePSY7dFvx0Z1n5cia7xt0eA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">依据这些<span style="color: black;">检测</span>你的创意及账户优化<span style="color: black;">办法</span>，复盘你的账户优化过程，<span style="color: black;">亦</span>许你就会<span style="color: black;">发掘</span>问题所在呢！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然信息流<span style="color: black;">宣传</span>优化不止这些，<span style="color: black;">这儿</span><span style="color: black;">亦</span>对<span style="color: black;">宣传</span>出价和优化频率做出<span style="color: black;">有些</span><span style="color: black;">意见</span>，以便优化师们<span style="color: black;">能够</span>参考。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>信息流<span style="color: black;">宣传</span>出价<span style="color: black;">意见</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">平台出价特点</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、端出价特点：</span></strong><span style="color: black;">IOS出价>安卓出价>PC出价（仅说均值，<span style="color: black;">详细</span>拿量需参考展现权益）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、<span style="color: black;">宣传</span>位出价特点：</span></strong><span style="color: black;">首页>列表页>内容页</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">出价<span style="color: black;">调节</span><span style="color: black;">意见</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、<span style="color: black;">按照</span>定向内容，竞价环境<span style="color: black;">区别</span>，可<span style="color: black;">按照</span>经验值<span style="color: black;">调节</span>出价；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2 、新上线的<span style="color: black;">宣传</span>，<span style="color: black;">意见</span><span style="color: black;">加强</span>出价、设置小预算以尽快<span style="color: black;">得到</span>投放数据反馈及CTR值，当<span style="color: black;">揭发</span>累计50000+以后，CTR值才<span style="color: black;">拥有</span>参考性；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3 、价格<span style="color: black;">调节</span>幅度<span style="color: black;">意见</span>以0.1-0.3元为区间<span style="color: black;">调节</span>，实时关注调价后的量级变化及转化变化；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、定向设置越细，越<span style="color: black;">必须</span><span style="color: black;">调节</span>价格以便在竞争中胜出；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、如当天拿量比较容易，消耗较快，可适当<span style="color: black;">增多</span>预算，竞价<span style="color: black;">优秀</span>流量；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4、</span>信息流<span style="color: black;">宣传</span>优化频率<span style="color: black;">意见</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">账户优化周期5-7天</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">账户查看频次：</span></strong><span style="color: black;"><span style="color: black;">每日</span><span style="color: black;">最少</span>查看账户3次以上，实时关注投放量增减，排查账户<span style="color: black;">反常</span>等；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">物料更新频次：</span></strong><span style="color: black;">每周<span style="color: black;">最少</span>更新两次物料，且更次更新素材后，<span style="color: black;">每一个</span>单元下不<span style="color: black;">小于</span>3套，针对物料进行测试，淘汰点击率低、转化低的素材；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">投放数据分析：</span></strong><span style="color: black;"><span style="color: black;">每日</span>针对投放数据及后续转化数据汇总分析，找出账户症结点，制定优化<span style="color: black;">方法</span>并执行，实时关注投放效果；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">账户<span style="color: black;">调节</span>执行：</span></strong><span style="color: black;">针对定向标签、<span style="color: black;">宣传</span>位等进行A-Btest，监控效果，优选定向组合投放；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">缩了辣么多，还不如举个栗子↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">某家具定制<span style="color: black;">机构</span>案例</span></strong></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/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrzfjO6K8750tOUAhf4txFh1tJ3TAWOTjckjua1DEZJVtdrgnk5Xqc4Vg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">该客户是一家为用户<span style="color: black;">供给</span>定制家具服务的<span style="color: black;">机构</span>，过去在百度投放信息流<span style="color: black;">宣传</span>过程中<span style="color: black;">发掘</span>成本偏高，于是想要优化，降低CPA。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是优化师采用了<span style="color: black;">这般</span>的优化流程↓</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">投放<span style="color: black;">制品</span>：</span></strong><span style="color: black;">百度首页信息流&贴吧信息流</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">优化周期</span></strong><span style="color: black;">：5天</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">优化<span style="color: black;">意见</span>：</span></strong><span style="color: black;">账户结构精细化管理：百度首页-关键词定向为主，<span style="color: black;">协同</span>关键词制作<span style="color: black;">关联</span>性强的创意</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">按照</span>转化效果及定向方式<span style="color: black;">调节</span>出价：</span></strong><span style="color: black;">核心词单元><span style="color: black;">意见</span>出价；通用词&<span style="color: black;">制品</span>词单元=<span style="color: black;">意见</span>出价；长尾词<=<span style="color: black;">意见</span>出价</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">贴吧信息流：</span></strong><span style="color: black;">增吧类目定向，加关键词定向复用</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">结果，重点客户尚品转化成本投放1周<span style="color: black;">显著</span>下降，客户<span style="color: black;">连续</span><span style="color: black;">协同</span>投放优化。</span></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/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrzNRRyaVY0PUfyzAFplllSeXRKtgoZzwmScCFDtc0XCjke0sibZx6xLzw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/wQCoXJibmFjpRyForicwk8d2yYZjOOHqrzOIEXiauNCtG3NjrjpicecRkApCDO2kIbXBGfCPx0DRK8B2AcV3DMRyUw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">根据</span>科学的账户优化方式复盘，<span style="color: black;">咱们</span><span style="color: black;">经过</span><span style="color: black;">检测</span>你在账户优化过程中的问题，<span style="color: black;">没</span>论是账户结构问题还是创意物料问题，只要<span style="color: black;">按照</span>这个攻略，还能愁<span style="color: black;">加强</span>转化、<span style="color: black;">得到</span>超高薪资、走上人生巅峰吗？</span></p>
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