When the bidding promotion was just launched, we should put in keywords in a planned way, and at the same time, we should reject keywords in a targeted manner. So how can we count keywords as worthless? Summarized a few points and shared them with you:
1, keywords that have nothing to do with your own hospital departments. For example, a male hospital has not launched a project to treat benign prostatic hyperplasia, and when a netizen searches for "region+how to treat benign prostatic hyperplasia" on the search engine, the keywords corresponding to your hospital appear, so you can refuse.
2. keywords with no consumption potential, such as "how to care after induced abortion", appear in search engines, and you can also refuse, because such postoperative patients basically have no development potential and just want to know the knowledge of postoperative care and maintenance, even if you make an appointment for consultation, doctors can't develop them.
3, other peer name keywords, such as: you are a male hospital, you are also a male hospital keywords. When searching for "B Men's Hospital", netizens will naturally promote the information of your men's hospital, but I don't think it is necessary to do so, because netizens specify to search for "B Men's Hospital" and have a certain understanding of B Men's Hospital, so the chances of being diagnosed after searching for the information of A are much smaller, which not only causes waste.
The promotion results will only be displayed if and only if the search words of netizens accurately deny the same keywords. Negative keywords and exact negative keywords are only valid for keywords that match "extensive" and "phrases". Negative keywords or exact negative keywords can be considered in the following cases:
A. In the process of using extensive matching and phrase matching, irrelevant search words are found through search word reports or other means, and negative matching can be considered if it is determined through analysis that these words cannot bring transformation.
B. In the process of extensive matching and phrase matching, through data analysis, relevant keywords with extremely low conversion rate are found, and negative matching can be considered.
Proper use of negative keywords or accurate negative keywords can filter out those presentations and clicks that can't bring conversion, reduce the conversion cost and improve the return on investment.
Some junior promoters don't know where to deny it. To put it simply, in the background of Baidu HIVE BOX-promotion management page-select the corresponding plan and unit (unit level or plan level)-you can see the modification options of negative keywords. Of course, as a bidding, the operation of bidding account is generally carried out in baidu promotion's assistant.
There are two types of negative words: phrase negative words and exact negative words. Phrase negation is a method of batch negation. For example, we are the account of liver disease, which can directly deny the words brain, heart, psychosis, schizophrenia, plastic surgery, andrology, gynecology and so on. First, the negative words of rejecting the high-priced medical industry are the same. Generally, when we promote the low-cost trial in the early stage, we will start to promote it. But as a professional bidder, we must sum up our work and put in skills. After all, bidding costs money, so we must make the money to the cutting edge.