Open Baidu APP to watch high-definition pictures.
Step 1: Establish customers.
Now many users have done bidding promotion, but they don't know how to operate at all, and they have spent a lot of money, but they just can't see the effect. Then you should look at your promotion account at this time.
A good promotion account refers to whether the keywords and associated ideas added in each promotion unit correspond to the corresponding landing pages under each scheme. This also ultimately determines whether the traffic is accurate, whether the visitors of the website are your target customers, and whether queries and orders can be generated after the account is launched in the later period.
Often, a promotion account fails to exert the maximum promotion effect, half of which is related to the construction of our account structure, and the other half is related to the promotion strategy of the promoter.
Therefore, a good account structure is also related to the life and death of the later account (although it is exaggerated, it is proved by actual combat), which is one of the reasons why some bidders who have been in actual combat for many years must divide the requirements for account construction in detail, and it is also one of the necessary conditions for becoming a qualified bidder.
Specific method
"Website construction" is the core keyword of an internet company, so when building an account, it is built as a promotion plan and put on the mobile phone. In the process of establishing the plan, we will mainly encounter these setting problems. First of all, understand the level of Baidu account:
Promotion plan level setting:
Name, budget, time period and launch area.
The name of the plan, "website construction" is the name of the promotion plan.
Planning budget, setting a reasonable budget for the plan to control consumption, is often ignored by some bidders. If the planned consumption suddenly rises sharply, it will eventually lead to the total budget of account setting failing to meet expectations and offline promotion, so the budget of the promotion plan must be set.
The planning period is set according to our promotion needs. Generally speaking, it is analyzed from the online time period of the target customer. We are facing entrepreneurs or the network leaders of the company, so our promotion time is from 8:00 a.m. to 22:00 p.m., and the corresponding online sales customer service has been arranged for follow-up.
The planned launching area, if launched in multiple areas, can be set to multiple same promotion plan names and different promotion areas, such as Shandong Station, Henan Station and Hebei Station. This is also a way to establish an account structure, with the purpose of monitoring, observing and controlling the consumption situation in various regions.
Promotion unit level setting:
Unit name, unit moving proportion bidding, unit bidding, no text.
Name of the company, provided that we classify all keywords related to "website construction company", such as price, characteristics, expenses, cases, etc. Later, we directly named each promotion unit with these keyword categories with different attributes, and named a unit in the scheme with "website construction case".
The bidding proportion of mobile units is set only for mobile terminals, and the setting range of the proportion is 0. 1- 10. If the plan is only for pc, the unit proportion can be set to 0. 1. If it is only for the mobile terminal, the scale can be set to 10, and we will set the scale of the "website construction case" unit to 10.
Unit bid. Unit bid is not the final bid of keywords. We can set it to 1.
Negative words, that is, negative keywords, are used to block invalid search keywords. This setting will be added at a later stage along with the search term report in the account.
Keyword setting in promotion unit:
Keywords name, bid, matching pattern, access URL, mobile access URL.
Keyword name, we will add all keywords related to "successful website construction cases" to this unit.
Bid, because the proportion of this unit is set to 10, so we are aiming at the mobile terminal. At this time, the keyword bidding is not the final bidding of the mobile terminal (mobile bidding = keyword bidding x ratio 10), but the final bidding of the mobile terminal. We all set the bidding to 1, and then we will improve the ranking of live view or adjust the bidding according to the average ranking data of keywords in the background of the account.
Matching mode: There are three matching modes for keywords: exact matching, phrase matching (exact inclusion, synonymous inclusion and core inclusion) and extensive matching. In addition, remember to set negative keywords.
Introduction of keyword matching modes-We take "website construction" as the keyword to be promoted, and illustrate the display rules of these three matching modes with examples:
Note: √ indicates that your advertisement can be displayed, and × indicates that your advertisement cannot be displayed.
Also remember to set negative keywords-exclude irrelevant traffic.
For example, you set a wide match for the keyword "website construction company". When you read the search word report, you found that the netizens who searched for "website construction company recruitment" also clicked on your promotion results. Through Baidu's statistics, you further find that these netizens didn't really open your webpage, or stayed on the website for a very short time. At this time, you can add "recruitment" as a negative keyword in the promotion plan and promotion unit, so that netizens can't see your promotion results when searching for search words including "official recruitment of XX website".
If you only want to limit some search words accurately, you can set them as accurate negative keywords, so that only the search words that are exactly the same as these words will not trigger your promotion results. Or take "website construction company" as an example, and you find that searching for "website construction company" may also show your promotion results. At this time, you can set "construction company" as an accurate negative keyword, so that users who search for "website construction company" can't see your promotion results, but users who search for "website construction company" will still see your promotion results.
Through the analysis of the above matching patterns, we can know that the flow of keywords is from more to less, from finer to wider, which is a changing process. Different collocation modes have their own advantages and disadvantages. Here, we use synonymous inclusion in phrase matching mode to set the keywords in the "marketing website case" unit. Of course, we should also look at keyword display, click and consumption data in the unit to adjust the matching mode. Access URL and mobile access URL. For this setting, we only need to copy the link of the website article page corresponding to this keyword.
Access URL and mobile access URL. For this setting, we only need to copy the link of the website article page corresponding to this keyword.
Creative setting of promotion unit:
Creative title, creative description 1, creative title description 2, visit the website and show the website.
1. creativity, Baidu officials gave some points that should be paid attention to when writing creativity. A good idea should include the following four points: floating red, relevance, fluency and attraction.
An idea should contain 2-3 wildcards.
Relevance, creative writing should be highly related to keywords.
Smooth, let netizens see your creativity and read smoothly.
Attract, can grasp the search needs of netizens, and realize the combination of * * * with the search needs of netizens.
I think the first three points can be completed, and the last one is a bit difficult. Need to analyze the specific motivation needs of netizens. After the analysis, it is easy to write the fourth point of creative writing, which needs "attraction". (Note: Because there is a limit to the number of bytes of creativity displayed on the mobile terminal, the creative content must be concise. )
In addition, highlight the selling point, price promotion information and product effect in creativity; Use numbers, letters and special symbols, and use special creative forms, such as Baidu's path, dynamic creativity, Baidu's flash projection, HIVE BOX's graphics and text, etc. If the attraction is enough, naturally more people will click.
The picture below shows several ways of Baidu bidding!
With the improvement of netizens' appreciation of the website, creative titles must be attractive enough to ensure that netizens have a certain authority and trust when they click to enter the website, that is, to give netizens a feeling of entering official website. Then write it in the description, and then briefly describe the advantages, cases and product types of our company, closely follow the needs and goals of users and meet the expansion needs of their netizens. Of course, there are many ways to show creativity, and different ways can be set.
2. Please visit the website. Since we have filled in the link in the URL of the keyword, we only need to fill in the promotion domain name of the website here, and the URL will be displayed, and the settings are the same.
The above is the overall construction process of a floor plan. No matter which construction method is adopted, the principle of establishing accounts must be followed:
The logic of account structure division must be clear and detailed, and keywords with similar meanings and the same structure should be put together.
So as to write targeted ideas for the promotion units where keywords are located; Ensure that all keywords in a unit are embedded in the idea of fluent sentences and clear semantics, which is also convenient for later statistics and data input and lays a good foundation for future account management optimization.
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Function of quality and optimization method;
Quality is the score of Baidu bidding system on the quality of each keyword in the account, with a 5-star *** 10 evaluation.
Quality mainly reflects users' recognition and creativity of keywords in Baidu bidding. The influencing factors include keyword click rate, creative writing quality (the correlation between keywords and creativity) and account performance (the effective time of the account and the click rate of other keywords in the account). We can reduce the minimum display price and click cost by optimizing the quality of keywords, especially improving the correlation between keywords and creativity.
Quality reflects the relative level of keywords and needs to be continuously optimized. If competitors are constantly optimizing, the whole quality level will improve, but if you don't continue to optimize, the quality may decline.
What is the use of quality?
(1) affects the ranking position of keywords. In Baidu bidding, the ranking of specific keywords depends on the comprehensive ranking index, specifically pointing out the product of price and measurement. Simply put, both bidding and quality affect the ranking of keywords. When the bids are the same, high-quality keywords rank higher.
(2) Influence the click price of keywords. As mentioned above, keyword price per click = next bid × next keyword quality ÷ current keyword quality +0.0 1 yuan. Simply put, the higher the quality, the lower the price per click.
Quality has played such a big role, so how can we improve it?
(1) click rate. The click rate of keywords is very important for the measurement of keywords. Keyword click rate refers to the ratio of the number of times a keyword is clicked. The higher the click rate, the higher the keyword quality. For example, the same keyword is also ranked first, and the advertising volume is the same. However, when the website of Company A ranked first, there were 700 hits every day; When the website of Company B ranks first, there are only 300 hits every day, so the keyword quality of Company A's website will be higher and higher.
Solution: There are usually two ways to improve the click-through rate:
One is to raise the bid. If the bidding price is high, the keyword ranking can be improved, and if the ranking is high, the click-through rate will be increased.
The second is to enhance the attractiveness of creativity. For example, highlight selling points, price promotion information and product effects in creativity; Use numbers, letters and special symbols, and use special creative forms, such as Baidu's path, dynamic creativity, Baidu's flash projection, HIVE BOX's graphics and text, etc. If the attraction is enough, naturally more people will click.
—————————— Pictures are several ways of expression! Improving the customer experience is not a problem! ———————
(2) creativity. Keywords should be highly consistent with creativity, including the title and content of creativity itself, so as not to be irrelevant. For example, the keyword is about "performance", and creativity should be written around performance, highlighting the performance characteristics of products or user evaluation; If the keyword is about "company", it is necessary to highlight the strength of the company, the inheritance of service quality and a large number of customer cases. At the same time, inserting 1~3 wildcard (increasing floating red) and using red and black collocation reasonably can effectively increase the relevance between keywords and creativity.
Of course, although Baidu's word segmentation technology is very powerful, due to the complexity of the language, Baidu cannot perfectly judge the correlation between keywords and creativity. Generally speaking, as long as the title and description of creativity are red and creative, and the keyword units are reasonably divided, the words with the same structure and similar meanings are grouped together, the correlation between keywords and creativity will not be too big.
(3) The frequency of keywords appearing in titles and descriptions. Increasing the number of keywords reasonably can improve the quality. Note, however, that it must be a reasonable repetition, not a simple repetition and superposition, and at the same time, it cannot exceed three times in number.
At the same time, when repeating keywords, the description should be concise (on the premise of conforming to the norms) and attractive, and the context should be appropriate and the text should be right.
(4) landing page. Landing page refers to the page that users enter after clicking the bidding keyword link. The landing page is sometimes called an extended landing page or a guide page. The relevance of keywords and ideas to the content of landing pages will also affect the quality. Therefore, when setting the landing page for keywords, you should choose the page with the highest relevance to keywords as the landing page, or make a separate landing page for keywords. The title, description and content of the landing page should contain keywords, and the keyword density of the page (refer to the page keyword density standard in SEO) should be reasonable. Moreover, if the user who logs in to the page closes the page and leaves before reading it, then all the click fees will be wasted this time! So we must have a good corporate website.
In addition, the content of the landing page should be readable, helpful or attractive to users, and allow users to stay in the page for a long time. Finally, the space or server where the landing page is located is stable, and there can be no situations such as inaccessible or slow access.
(5) the stability of the overall account. In general, the old account is better than the new account, and the stable account is better than the unstable account (stable account refers to long-term uninterrupted investment with stable investment amount; Account instability means that the investment cycle is intermittent and the investment amount is unstable.
(6) the stability of the plan or unit. In the same account, the old stable scheme is superior to the new unstable scheme; The old stable unit is better than the new unstable unit.
(7) Credit accumulation of the account. It is related to whether the account has long-term stable consumption and the historical accumulation of quality. The higher the credibility, the longer the investment time, the stable investment amount, the stable account structure and the high click-through rate.
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What if Baidu's bidding doesn't work? What are the common problems and solutions in the promotion process?
After many companies bid for Baidu, the results are often unsatisfactory. At this time, you should see if there is any problem with your promotion account, and seriously investigate and solve it to improve the promotion effect.
What might happen when the account goes online:
Keywords are not displayed or the display amount is very low (if the bid is low, raise the bid yourself)
Adjustment scheme:
Extended matching modes: extensive matching, phrase matching (including three modes) and exact matching. Different collocation methods will bring different effects. The exhibition of extensive matching is far greater than phrase matching, and phrase matching is far greater than exact matching. Attention; These three matching modes have their own advantages and disadvantages, so after expanding the matching mode, we must observe whether the display has improved and whether the click has changed.
The recommended selection method is:
Click on consumption every day but the conversion rate is low; High click price and low conversion rate.
Adjustment scheme:
For these keywords, you can create a new scheme, subdivide it into multiple units, unify and optimize creative in-depth writing, give these keywords a suitable bid, and then continue to observe the situation of keywords. In addition, we should pay attention to the commercial value of keywords, whether they are words that customers like to search.
Baidu account consumption suddenly increased or suddenly decreased.
Adjustment scheme:
For this abnormal situation, we must first eliminate human factors to adjust the account, such as account planning budget, keyword price adjustment, keyword addition and deletion, matching mode modification, promotion area and promotion period change. If you forget the overall process of account operation yesterday, you can learn about it in the historical operation record of the account.
At the same time, download the data reports of the same period before and after the change, lock them one by one, see which plans and units the abnormality mainly occurs, and finally lock them into specific keywords.
If the account is huge and there are many planning units, you can choose the planning and units that account for 80% of the account consumption to analyze and identify the problem (28 principle: 80% of the account consumption may be concentrated in 20% of the planning and units).
Keywords are displayed, but the click data is abnormal.
For the change of display quantity, first check whether the display quantity of keywords has changed suddenly, and the change of display quantity is as follows;
The external bad environment has changed, and some news or policies have led to changes in the big bad environment, resulting in abnormal search volume of netizens. We can look at the situation of Baidu index to see if there is a consistent trend with the change of keywords.
If none of these are available, check the search word report to see which search words triggered the keywords in the account and see if the matching pattern of keywords needs to be adjusted.
If there is no problem with the presentation, click Mutation to check whether the ranking of key keywords has changed greatly, whether the ranking has declined, and whether the ranking position has changed. Sometimes the advertising space on the pc side is only displayed on the right side, and the three advertising spaces in front of the mobile side are not displayed, only at the bottom, so the promotion status is not suitable for promotion, the quality is reduced, the promotion competitors are increased, and the competition is more intense. These data and questions.
In the stable period of the account, we also need to expand the vocabulary of well-transformed and well-behaved keywords. Specific practices:
Get the search word report in time and develop high-quality keywords with high relevance.
Pay attention to seasonal release and netizens' hot spots, and grasp the hot keywords with high correlation.
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Recommended delivery strategy:
Sword goes sideways, increasing effect by more than 5 times!
The bidding conversion rate is low and the consumption is quite high. What if the customer can't close the deal? Below I share a versatile oblique method, and interested friends can carefully test it. Some friends used this method to improve the conversion rate by more than 5 times.
Method:
We have all heard of the word market share, which can actually be reflected in Baidu's bidding. At present, Baidu bids for 3-4 advertising spaces on the homepage. If you display all four advertising spaces at the same time, it will achieve the effect of dominating the screen. When a user searches for the keywords of the products you put in, the search results are all your promotion contents. No matter whether he chooses to make an inquiry after reading the first one or the fourth one, he will contact us, so that our transaction transformation will naturally go up.
And when negotiating with customers, it will also occupy a great advantage, and the transaction conversion rate will increase by more than 5 times!
Look at the picture below. Imagine, if all the information displayed is about your enterprise, can users who search for this keyword still run?
What if Baidu's bidding doesn't work? How to do Baidu bidding?
Case:
Originally, I worked in a steel pipe enterprise, because I have been in contact with marketing websites, network promotion and the overall hosting service of network marketing for a long time in our company. I once talked to him about this method during dinner and chat. I didn't expect him to start operating immediately after he came back. He opened three accounts and pushed the same keyword to the front page, occupying all the advertising spaces. Later, he insisted on inviting me to dinner, and I realized that he had already used this method. I asked him how the effect was. He told me: "I really didn't think of this method before, and I hesitated at first." After all, it is equivalent to spending three promotion expenses. But in the end, I decided to give it a try. I didn't expect to receive only 2-3 inquiries a day. Now I have at least 10 inquiry calls a day, and I am busy delivering goods every day, less than a month! " Later, I tested his website, and the effect is estimated to have improved a lot. Don't ask me why, I can only say that he invited me to dinner more often during that time.
If the red box is marked with your business information, your inquiry and customer conversion will multiply!
Precautions:
Even the best method may not be suitable for all users, which requires us to pay attention to the following points.
1. keywords should be accurate and have high commercial value. Don't operate all the keywords like this. Suppose you open three accounts, one of which is the main account and the other two are cooperative accounts; Put all the keywords of your product in the main account, then analyze the keyword data to see which keywords are popular and have high conversion rate, and then put such keywords in the matching account. This can effectively avoid the waste of promotion expenses.
2. When operating, we should fully consider the purpose and demand of the enterprise, as well as the profit point and keyword price of the enterprise. After comprehensive analysis, we should implement it step by step!
3. Corporate websites must choose marketing corporate websites, and you can't just choose them. After all, every user who clicks in will see your corporate website at first sight. If your website is seen by others, and you think that the enterprise is irregular and you can't win the trust of customers, then your advertising fee can only be wasted, so don't lose big because of small!
A qualified enterprise website should have reasonable layout, complete functions, stable performance and strong marketing effect!
The specific operation mode and how to circumvent the rules can only be seen by different people. You can also find a professional company to analyze, plan and operate for you, or you can find them to have full custody. After all, professional things need professional people to do.
There is no good or bad method. Sometimes the sword goes sideways and takes some wild ways, which may bring better results. In the promotion, we should also dare to try, and pay attention to the effect in time and analyze the advantages and disadvantages. Focus, concentration, execution. I believe my friends' careers will get better and better in the future.
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Summary:
Baidu bidding is not complicated, but in the specific work, there are not many details involved, so we need to work hard on the details. It should be said that Baidu bidding is a very demanding job.
For example, when setting up the account structure, there are three parts: promotion scheme, promotion unit and keywords, which are very simple? However, if the number of keywords is large, this work is not simple at all. Often many companies are defeated in this respect!
And these experiences and skills need to be accumulated in practice, so bidding experts are burned out with money.
Finally, I want to remind you that when Baidu bids, it doesn't mean that the account is set up and operated properly, and the final conversion rate will be high. In addition to the setting of bidding accounts, there are many other factors that affect the conversion rate, such as the quality of landing pages (websites), which also directly affect the final conversion rate. Even if the traffic and customers brought by bidding are more refined, but after coming to the website, just close the page and leave, the effect is still zero, wasting your promotion expenses!
Meeting is fate! If you want to discuss the topic, you can leave a message in the comments! Insist on exporting useful dry goods for everyone!