The keywords for bidding promotion mainly include the following types - region, characteristics, applications, brands, questions (such as how, is it good, how much, price, etc.) You can use some word expansion tools Collect and segment.
Whether operating Baidu bidding, 360 bidding, Sogou bidding, or the advanced Google bidding, no matter what kind of advertising form, all bidders will face one problem, which is the selection of keywords and delivery. So how can we achieve effective and targeted placement of keywords? Then you need to divide the keywords into categories and then place them in categories. Not much to say, let’s get straight to the practical stuff.
In fact, the classification of keywords is the classification of user needs. Here is a list of the categories that can be thought of:
Cost keywords
Users are Search in the search engine, how much does XXX cost, and how much is the franchise fee for XXX? Such users are very concerned about the price of the product, so the price/performance ratio is very important to these users. When we write advertising ideas, we can describe the creative title and creative content and choose an appropriate landing page. Expense keywords cover a wide range of users, and they basically cover everything from understanding before purchasing to comparing prices and purchasing.
Recommendation index ★★★★☆
Comparative keywords
As the name suggests, it is the question that users search in the search box. Common ones include XXX industry 10 Big rankings, which one is better, XXX or XXX, etc. What these users care about is the user experience of the product or the success stories of the product. According to this situation, we can write European standards, American certifications, famous user reviews, etc. in the advertising language. This type of keywords mainly includes users in the comparison stage.
Recommendation index ★★★★☆
Income keywords
Many users search online, what is the most profitable, what is a good investment, and what to do to start a business Well wait a minute, what these users care about most is return on investment. This type of user belongs to the early stage. Once our advertising slogan captures the user's psychology, the user will pay more attention to our product. When targeting this type of users, our advertising slogans can range from having a monthly salary of over 10,000 yuan is not a dream, to projects with high returns and low investment that you don’t know about, etc.
Recommendation index★★★☆☆
Questionable keywords
When users decide to buy a product, they may learn about the product from many aspects information. For example, search on Baidu, how is XXX, is XXX easy to use, etc. Such users are very concerned about product quality, and they are more concerned about cost-effectiveness. Similar to the comparison category, we can add authoritative information display, user reviews, and case displays in the advertising language, so that users will have a more comprehensive understanding of our products.
Recommendation index ★★☆☆☆
Industry keywords
Such keywords are highly competitive, such as cars, water dispensers, cosmetics, etc. This type of keywords has a wide coverage. When writing advertising creatives, we can write from the point of the product itself that customers are most concerned about, such as a car that has been trouble-free for 100,000 kilometers, a water dispenser that makes drinking water healthier, cosmetics that do not harm the skin, etc. .
Recommendation index ★★☆☆☆
Brand keywords
Such keywords generally require extreme confidence in your own tea products. If Da Meili searches for Xiaomi mobile phones on Baidu, and your company is APPLE, then you can target similar keywords for Xiaomi mobile phones and compete for customers in a targeted manner. If your company's products do not have absolute technical advantages, it is not recommended to place such keywords.
Recommendation index ★☆☆☆☆
The above is the classification of bidding keywords, I hope it will be helpful to readers!
Based on the purpose and strategy of Baidu bidding, merchants also need to understand what information the target audience pays attention to, what their search habits are, etc., and summarize the target audience keyword list and estimate the search volume. Search for promotion opportunities and trends to build a model.
The following figure divides keywords into 4 major categories, each with different uses:
Brand category: company brand or unique nature, such as company name in pinyin, website domain name, company Hotline number, product name and model, etc. It is used to maintain existing users or potential users with existing brand tendencies, and prevent competitors from stealing customers by buying their own brand words.
Segmented product categories: product words that do not include brands and have limited product terms, such as "music mobile phone", "business sedan", etc. These keywords indicate that netizens have relatively clear needs and are potential users worth fighting for.
General words: search words with a small number of words, do not include brands, and are widely used by netizens, such as "mobile phone", "flowers", etc. These keywords indicate that netizens have some desires and interests, but it is not yet clear that some of them are potential customers that can be won over.
Crowd words: have little relevance to the product, but are the mainstream points of interest shown by the target audience. For example, Internet users who search for "chocolate" are very likely to be potential customers of "flowers". Brands of highly relevant competitors can also be considered.
After obtaining the above 4 types of keyword data, the keyword list can be tailored according to the marketing strategy. Several promotion plans can be combined, the cost and effect are estimated respectively, and the most suitable one is selected.