【排查兔】全场景自查&提报宝典

序言 搜索&信息流排查宝典是IMO团队依据商业产品手册，风铃/排查兔case等知识沉淀综合撰写，旨在为优化师提供排查兔后链路的优质解决方案。 实际排查中仍需优化师依据case情况进行综合分析，切勿生搬硬套。有任何疑问均可随时咨询IMO与产运接口。 目录 序言.....................................................................................................................................................2 第一章搜索推广-消费波动........................................................................................................101.1问题定义............................................................................................................................101.2排查要点............................................................................................................................101.3排查兔结论参考优化建议...............................................................................................101.4提交入口与说明................................................................................................................12第二章搜索推广-无效点击..........................................................................................................132.1问题定义............................................................................................................................132.2排查要点............................................................................................................................132.3模板填写注意事项............................................................................................................132.4常见问题............................................................................................................................142.5提交入口与说明................................................................................................................15第三章搜索推广-关键词无展现..................................................................................................163.1问题定义............................................................................................................................163.2排查要点............................................................................................................................163.3排查兔结论参考优化建议...............................................................................................173.4提交入口与说明................................................................................................................19第四章搜索推广-创意展现错误/异常.........................................................................................204.1问题定义............................................................................................................................204.2排查要点............................................................................................................................204.3点击串获取办法与广告识别路径...................................................................................204.4创意类问题常见FAQ.......................................................................................................214.5创意中符号的替换和删除规则问题：..........................................................................23 4.6品牌信息展现问题：........................................................................................................244.7扣词相关问题（创意中缺少部分内容）：...................................................................254.8提交入口与说明................................................................................................................25第五章搜索推广-超成本...............................................................................................................275.1问题定义...........................................................................................................................275.2排查要点...........................................................................................................................275.3排查兔结论参考优化建议..............................................................................................275.4投后分析模型....................................................................................................................295.5提交入口与说明................................................................................................................30第六章搜索推广-展现突增突降..................................................................................................316.1问题定义...........................................................................................................................316.2排查要点...........................................................................................................................316.3分析展现量方法归纳.......................................................................................................316.4提交入口与说明...............................................................................................................32第七章账户搭建-账户设置（功能异常）..................................................................................347.1问题定义...........................................................................................................................347.2排查要点......................................................................................