创意的优化和替换
Optimization and replacement of ideas
一般来说，创意的优化都是放在月计划里面。（从0-1的忽略）对于一个月的展现数据和点击数据来看，有展现无点击的我都是进行修改操作，无展现无点击的进行替换操作。这样可以观察最近的客户热点变化。有做优化的大神，是可以通过创意的撰写来进行关键词匹配的引导的。
Generally speaking, the optimization of creativity is put in the monthly plan. (from the neglect of 0-1) for one month's display data and click data, I modify the display with or without click, and replace the display without click. This allows you to observe recent changes in customer focus. The great God of optimization can guide keyword matching through creative writing.
单元层面
Unit level
单元层面实际是涵盖优化内容最少的一个地方，但也有个很重要的需要优先执行的环节。那就是“移动出价比例”。比例的区间是从0.1-10的倍值，单元层级的设置优先于计划层级的设置。这里顺便说下比例如何使用的方法。为了更好的评估效果，一般需要将PC端和移动端分开评估。
The unit level is actually the place with the least optimization content, but there is also a very important link that needs to be prioritized. That's the "mobile bid ratio.". The scale range is from 0.1-10 times, and the unit level setting takes precedence over the plan level setting. By the way, here's how to use proportion. In order to better evaluate the effect, it is generally necessary to separate the PC end and the mobile end.