As we all know, it is becoming increasingly difficult for Taobao’s small and medium-sized sellers to obtain traffic, and many small and medium-sized sellers do not know how to improve their stores. Taobao’s newly launched super recommendation tools can meet the needs of most small and medium-sized sellers: low production, low PPC, high production, high conversion , etc.
Bidding optimization
Optimizing bids is a very critical task for every merchant to do a good job in promotion. Many operational direct trains and drilling exhibitions have been operating for many years, and they often pay attention to prices and make frequent adjustments to achieve the purpose of optimization.
But I don’t know if you have noticed when you were looking at direct drilling and investing. In the information flow scenario, bid adjustments to traffic fluctuations and traffic acquisitions are not as obvious as those of the direct traffic keywords. What is the reason?
In fact , in essence, there is a huge difference between bidding for search scenarios and bidding for information flow scenarios . The keyword form of the express train is SE0, SEM, and bidding. The core logic is competing with people, and the ranking is the competition. However, bidding in the information flow scenario is actually "more machines participate, less people participate" to a considerable extent, which is a game with the "machine". The core of information flow advertising relies on the recommendation system, not the system ranking according to keywords, which is destined to adapt to the machine's algorithms and meet the machine's optimization. And not just considering price competition with other sellers. To some extent, although price competition is still important, the bidding method and operation are already quite different.
The core logic of optimizing machines is to give machines more time and opportunities, and to give machines time to "understand you", thereby helping us optimize and ultimately realize that people and machines dance together.
How to optimize information flow
So how to do it?
Very different from the optimization idea of search engines, the optimization operation of information flow not only cannot be frequent, but requires special caution. In order to "give machines time and opportunities", there are usually some common strategies:
1: Once an advertisement is posted, do not adjust it at will in a short time. Especially for advertising that already has traffic, if you want to adjust, it is better to run side by side with the previous new plan.
2: The bid is higher than the recommended bid by the system.
3: Once the bid is determined, do not change it casually. (When searches require continuous adjustment of bids based on rankings).
4: In the early stage of delivery, do not be too meticulous in crowd targeting.
5: Even if you don’t plan to spend a lot of money in a short period of time, you will increase your budget and spend almost the same amount, and then manually close it.
These methods are commonly used optimization methods for information flow, and they all reflect one of the features mentioned above - they are all optimizations for machines.
For example, once a super recommended baby has traffic, you say, oh, the price is so expensive, I must have set the bid at that time that I was too high, so I want to lower it a little. However, the machine will not understand this way, it thinks that the results (strategy) it learned before were wrong, or it has to re-optimize according to the new bid. Both of these may cause your traffic to suddenly drop.
Therefore, if you are a veteran in optimizing the express train & diamond exhibition, or follow the old methods in the past, and just adjust the price according to the price when you have nothing to do, then it will always be difficult to increase the volume of information flow advertising - many people always complain that you like to use advertising and you can't spend money, get the volume, and the traffic is unstable, which is likely this reason.
The correct way is to create an environment for machines to try, or even deliberately "fire" it (such as deliberately increasing the budget) to make it more actively try and make it more active. Only in this way can your account quickly reach a relatively ideal state.
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