2024搜索推广分人群精细化出价制品手册-百度
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天分享的是：2024搜索推广分人群精细化出价<span style="color: black;">制品</span>手册-百度</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">报告共计：22页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《2024搜索推广分人群精细化出价<span style="color: black;">制品</span>手册 - 百度》介绍了百度营销搜索推广的分人群精细化出价功能，<span style="color: black;">包含</span><span style="color: black;">制品</span>介绍、<span style="color: black;">优良</span>、适配场景、操作路径以及效果等内容，<span style="color: black;">详细</span>如下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. <span style="color: black;">制品</span>介绍：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 定义：针对【<span style="color: black;">目的</span>转化出价】投放模式的推广项目，<span style="color: black;">按照</span><span style="color: black;">区别</span><span style="color: black;">要求</span>特征（地域/年龄/时段/人群）设置差异化的<span style="color: black;">目的</span>转化成本出价，系统会对<span style="color: black;">目的</span>转化出价较高的人群<span style="color: black;">运用</span>对应的成本预期进行抢量，<span style="color: black;">提高</span><span style="color: black;">宣传</span>在<span style="color: black;">优秀</span>流量上的竞争力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 举例：<span style="color: black;">针对</span><span style="color: black;">宣传</span>主投放的业务，<span style="color: black;">区别</span>地域/时段/人群/年龄的转化价值有区别，<span style="color: black;">宣传</span>主<span style="color: black;">期盼</span>在同一个项目中设置分地域/年龄/时段/人群差异化的出价，简化操作并<span style="color: black;">提高</span>投放效率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. <span style="color: black;">制品</span><span style="color: black;">优良</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 优化投放效果：支持<span style="color: black;">宣传</span>主差异化设置转化出价，<span style="color: black;">提高</span>高价值地域/年龄/时段/人群的竞争力，<span style="color: black;">从而</span><span style="color: black;">提高</span>整体投放效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">提高</span>投放人效：在同一层级中设置差异化出价，无需分地域/时段/人群/年龄价值配置项目或计划，减少投放操作，节省人力，<span style="color: black;">提高</span>投放管理效率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 辅助模型训练：将<span style="color: black;">区别</span>地域/年龄/时段/人群定向的<span style="color: black;">宣传</span>集合在同一个搜索项目中，<span style="color: black;">帮忙</span>系统快速<span style="color: black;">累积</span>数据，利于稳定整体投放效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 适配场景：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">区别</span>地域/时段/人群/年龄的转化价值有区别：<span style="color: black;">宣传</span>主<span style="color: black;">期盼</span>在同一个项目中设置分地域/年龄/时段/人群差异化的出价，简化操作并<span style="color: black;">提高</span>投放效率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 同一转化事件上的成本考核存在差异：<span style="color: black;">宣传</span>主侧重于收集核心地域/年龄/时段/人群的客户线索，<span style="color: black;">提高</span>高价值地域/人群/年龄的竞争力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. 操作路径：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 新建项目场景：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">过程</span>1：在百度营销搜索推广平台“新建项目”，在“转化<span style="color: black;">目的</span>及出价”中开启“分人群精细化出价”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">过程</span>2：点击“编辑”<span style="color: black;">选取</span>某个维度（时段、人群质量、地域、年龄）进行精细化出价系数设置，出价系数范围<span style="color: black;">需求</span>在【0.5，2】。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">过程</span>3：“<span style="color: black;">保留</span>项目”后同步升级为轻舸AIMAX项目。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 编辑存量项目场景：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">过程</span>1：在百度营销搜索推广平台，进入“编辑项目”页面，找到“分人群精细化出价”选项。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">过程</span>2：<span style="color: black;">能够</span><span style="color: black;">调节</span>出价系数、维度，<span style="color: black;">亦</span><span style="color: black;">能够</span>清空出价系数或<span style="color: black;">选取</span>“不启用”精细化出价。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 存量项目升级为轻舸AIMAX场景：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">过程</span>1：在搜索推广平台<span style="color: black;">选取</span>需要升级至轻舸的项目，点击“立即升级轻舸”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">过程</span>2：开启AI Max分人群精细化出价开关后，在下方项目设置中支持设置分时段、分年龄、分地域、分人群质量四个纬度的精细化出价方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">过程</span>3：设置完成后<span style="color: black;">能够</span><span style="color: black;">选取</span><span style="color: black;">是不是</span>开启提示词<span style="color: black;">方法</span>投放，若<span style="color: black;">选取</span>“确认升级并开启提示词<span style="color: black;">方法</span>投放”，系统将开启轻舸衍生提示词<span style="color: black;">方法</span>的投放状态。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 查看分人群投放效果场景：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 入口：搜索推广 ￫ 数据报告 ￫ 转化报告 ￫ oCPC报告。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 操作：在oCPC报告中，<span style="color: black;">能够</span>查看分人群投放效果，<span style="color: black;">包含</span><span style="color: black;">区别</span>维度（地域、年龄、时段、人群质量）的展现、推广设备、键起量消费、<span style="color: black;">目的</span>转化量等数据。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. 分行业<span style="color: black;">运用</span>精细化出价后的效果：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- CVR<span style="color: black;">提高</span>：分人群质量CVR<span style="color: black;">提高</span>0.19%，分地域CVR<span style="color: black;">提高</span>0.87%，分时段CVR<span style="color: black;">提高</span>1.19%，分年龄CVR<span style="color: black;">提高</span>0.30%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- <span style="color: black;">优秀</span>客户案例：医疗服务行业<span style="color: black;">运用</span>“分年龄出价”后，CV<span style="color: black;">提高</span>68%，CVR<span style="color: black;">提高</span>4.78%；房产家居行业<span style="color: black;">运用</span>“分时段出价”后，CV<span style="color: black;">提高</span>100%，CVR<span style="color: black;">提高</span>4.31%；整形美容行业<span style="color: black;">运用</span>“分地域出价”后，CV<span style="color: black;">提高</span>250%，CVR<span style="color: black;">提高</span>15.10%；教育培训行业<span style="color: black;">运用</span>“分人群质量出价”后，CV<span style="color: black;">提高</span>50%，CVR<span style="color: black;">提高</span>2.52%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6. <span style="color: black;">平常</span>问题 - FAQ：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">- 精细化出价<span style="color: black;">是不是</span><span style="color: black;">同期</span>支持</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以下为报告节选内容</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q1.itc.cn/q_70/images01/20240922/684d7a14592e4a919506764b04de93f9.png" 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;"><img src="//q8.itc.cn/q_70/images01/20240922/fdebccf81f4747908fde26c6f0169899.png" 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="//q3.itc.cn/q_70/images01/20240922/f27c9ec3924844f193e68a96bfb3dd8c.png" 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="//q6.itc.cn/q_70/images01/20240922/467ddfdc71654c68be3656d862a7efeb.png" 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="//q2.itc.cn/q_70/images01/20240922/5bfa24d4721044bea485bc8568ddb63f.png" 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="//q0.itc.cn/q_70/images01/20240922/83b9a889a68b417689e6fcc95531a320.png" 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="//q2.itc.cn/q_70/images01/20240922/8893a2a52dc442899c3cefbceef0b176.png" 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="//q7.itc.cn/q_70/images01/20240922/dd02acf0eac149ff9cc94f50d5d4870d.png" 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="//q6.itc.cn/q_70/images01/20240922/3829cbaacaf34bfbba540e3de21daca0.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">报告共计： 22页</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">中小<span style="color: black;">将来</span>圈，你需要的资料，我<span style="color: black;">这儿</span>都有！<a style="color: black;"><span style="color: black;">返回<span style="color: black;">外链论坛： http://www.fok120.com</span>，查看<span style="color: black;">更加多</span></span></a></p>
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