The cost is lower than that of information flow. Is this how niche channel search promotion is done?

I have shared with you a lot of Baidu search promotion techniques before. In this article, I will share with you a niche channel - Shenma search advertising techniques.

Among all the channels I have placed my ads on, Shenma has the best effect. Shenma is pretty good in terms of matching and quality. If we have to pick out a flaw, it is that the quantity of Shenma is too small. However, this is related to competition and the size of the platform, so there is no solution. We can only say that we hope Shenma's share will be larger.

The author's Shenma investment is not much, but the overall cost is the lowest in search and is lower than the cost of information flow. The following are some of my thoughts for reference only.

1

Basics

01. Account establishment

There are two ways to build an account. One is to move materials from other channels. This is very simple and I won’t go into details here. The other is to build it yourself. Many people think that building an account is very simple and not difficult, but what I want to emphasize here is the source of the words. Because the review of each search platform is different, some words are not allowed on Baidu but can be found on small channels.

The words of each channel have their own characteristics. Based on this, the best source of words for building a Shenma account is to choose to expand from the "keyword recommendations" and search terms in the background. If there are no search terms at the beginning, then expand from the "keyword recommendations". It is recommended to add more words for the first time, preferably 5,000 or more.

It is recommended to build small channel accounts in a refined manner. It is better to build the accounts in a detailed manner. Units can be divided according to parts of speech. It is best to have a unit with less than 50 words. Small units should be the main focus to facilitate initial batch pricing.

After the account structure is built, you need to start two important settings - mode and bid .

Let's talk about the pattern first . Since Shenma has less traffic and less display, Shenma's pattern can be slightly wider. The general idea of ​​setting the pattern is based on part of speech or character length.

The author generally combines the two. Taking my current account as an example, the number is accurate within 6 characters, short and precise within 7 to 12, short and precise within 13 to 18, short and same within 19 characters, and short and core within 19 characters. The account is not set to be broad. Because it includes synonyms and core, the different ranges coincide with the length of characters, so the account should be set up like this in the early stage and then optimized later. The specific optimization method will be discussed later.

Next is the price . Generally, the price is given according to the part of speech. High-intention words have high prices, general-intention words have medium prices, and low-intention words have low prices. Generally, prices are given by unit (this is the reason for the refined construction of account units mentioned earlier, to facilitate batch adjustments). Prices are given in batches at the beginning of the account and then optimized later.

02. Basic settings

After the account is set up, some basic settings need to be set, such as budget, time, region, negative words, etc. The unit-level matching coefficient can be left unchanged.

In addition, the keyword suffix must be added. My method is relatively simple, usually page? Channel-plan code delivery port-date-code.

For example, www.baidu.com?BD-01PC-20190716-000001 means that the Baidu channel 01 plans to launch PC on July 16, 2019, and the added word code is 000001. There are two advantages to adding a suffix in this way. First, it is relatively simple. Second, because the dates of adding the words are different, even if the last code is the same, the page link of the entire account will never be the same, which facilitates data statistics.

Here we need to talk about several volume expansion functions at the account level: the first is the search intent positioning at the regional level, which can be closed; target customer follow-up, population and personalized recommendations are all volume expansion functions, which are system intelligent optimizations. They can be opened for new accounts in the early stages, but it is recommended to close mature accounts.

03. Creativity

I won’t talk about the basic ideas, mainly the advanced styles. All of Shenma’s advanced styles have no coefficients, which is better, so you can set all styles (app styles without apps can be ignored), and you can choose to plan batch settings.

Orion advanced style, that is, Shenma's form style, can view form data in the background. It needs to be set up in Orion's lead management. The background form can be viewed in the lead report in the report center.

After the account is set up, all settings are set, and the word page tag creatives are set, the account can be run and then enter the optimization stage.

2

Optimization

After the account has been running for a week, data such as exhibition point consumption will be accumulated. At this time, it is necessary to optimize and adjust the account based on the data. The general optimization ideas are as follows:

1) Negative words

The author's general idea of ​​negation is that high prices are slightly tighter and low prices are slightly looser. Export the search term report from the backend, sort by average click price in descending order, and then remove the negative words. If it is a broad search, mark the negative words in red, and if it is a precise search, fill the entire word with yellow. After sorting, you can filter according to the plan and reject the words in the assistant, which will be more efficient.

2) Display

The amount of Shenma’s display is not very large, so we should increase it as much as possible. In addition to the expansion function, regularly downloading reports is also a method.

The author's method is to run the account for a month, then download a month's worth of data from the assistant, expand the matching of words that are not displayed, change the precise words that are not displayed to short and precise words, change the short and precise words that are not displayed to short and similar words, and so on. It is generally not recommended to open the wide range, as the wide range of Shenma is quite messy.

3) Click

If there are few clicks or a low click-through rate, this is related to ranking and creativity. You should optimize the price and creativity accordingly. In addition, if the account has very few clicks every day, then you need to expand your keywords.

4) Average price

For search, the lower the average price, the better.

The author's method is, first, to relax the model a bit (for small accounts) and bid lower; second, to lower the prices of some inflated words, which can be analyzed by downloading the data of the previous day every day; third, during periods of poor conversion, the coefficient is lowered to lower the overall average price. But since Shenma has no coefficient, the third point is useless for Shenma, and the key is to grasp the first two points.

5) Average ranking

Each search platform has a keyword report in the background, and the keyword report has an average ranking, which is of certain reference value. Generally speaking, it is better to maintain the top three rankings, and there is no need to strive to be the first in all keywords. Of course, if you have a lot of money just ignore what I said.

6) Display ranking report

The ranking display report in the background can roughly determine your overall ranking display for a week. Our ranking display is all based on conversion.

If the conversion is good, it is not very important whether the ranking report is high or low. However, if the conversion is not good, it does not matter even if your ranking is very high, or your price is too high. Generally speaking, in the ranking report, it would be better if the first ranking ratio ≥ second > third > fourth, which means that your top three rankings are relatively stable.

3

Conversion

If you adjust your account based on the data and the overall data is relatively scientific, then you should focus on building the account from a conversion perspective.

Point 1: The correspondence between words, creativity and pages

Due to the diversification of many industries or companies' businesses, one account will have many pages, and at this time, words need to correspond to pages.

The checking method is to export keywords from the assistant, then use Excel to separate the codes behind the keyword links, and then filter the pages, check the keywords on the left and the pages on the right, if they correspond, just ignore them, if they don’t correspond, change them.

Point 2: Expand conversion words and reduce invalid words

Generally, after running for a few days, you will know which words in the account have conversions and which words have not converted. For words that do not convert, even if there is intention, the price should be lowered; for conversion words, more words should be expanded from search terms and keyword recommendations. The more words, the better.

Point 3: Set up a separate plan for the time when conversion is good

Shenma does not have an adjustable coefficient, which makes the time period setting not as smart as Baidu, but there is a way to solve this problem. You can take out a batch of words with better conversions, and then create a new plan. This plan only runs during the time with good conversions, and the price is higher than the same words in other plans, because this is a plan that only invests in key time periods, and the price cannot be the same as the price of the same words in other plans.

For example, your account has 50 words with good conversions and the bid is 6-8 yuan. You find that your account has more and more concentrated conversations between 4-6 pm, but average conversations in the morning. If you want to expand the volume, you can create another plan for these 50 words, bid 6-10 yuan, and only promote them between 4-6 pm. This means that your words are more competitive than your peers during this time period, and your conversations are likely to increase. This is a way to replace the time period coefficient and you can try it.

Point 4: Page elements

If you already have a lot of words, then the only way to increase the number is through chat tools and pages.

First of all, the page should include the form, phone number, WeChat, and QQ. It is recommended that these elements should not be missing and should be eye-catching.

Next is the consultation tool style. Conventional consultation boxes + dialog boxes + message boards are all needed. The invitation box can be selected based on the situation. If the effect is good, you can add it. If the effect is not good, you don’t need to add it.

Then there is the dialogue window of the consulting tool. It is generally recommended to include your own phone number + WeChat ID (QR code) + QQ as the introduction to increase customer acquisition. These are all details.

Point 5: Price adjustment

Generally, a keyword conversion table is made once a week. The price of words with conversions is increased to stabilize their ranking, while the price of words without conversions is reduced.

Adjust prices according to part of speech, taking matching patterns into consideration. The ones with wide patterns have medium to low prices, while the ones with narrow patterns have high prices. Fine-tune the price once a week by adjusting the keywords related to consumption.

In addition, the author recommends that you frequently use the assistant's account tree to check prices, one plan at a time, and you can basically finish sorting it out in three to five days. Assign prices according to the word type, and then fine-tune them. The price increase or decrease should not be too large. Open the unit frequently to check the price so that you can be familiar with the bidding situation of your account. Bids can be sorted in descending order of high price or ascending order of low price. Open the account tree on the left side of the assistant.

If you continue to optimize and stabilize the results using these methods and organize consumer terms in a healthy way, the results will generally not be too bad.

As far as the Shenma channel is concerned, the author currently has the lowest cost, which is much lower than Baidu's big search cost (less than 1/2 of Baidu's) and also lower than the information flow cost. As long as we optimize it carefully, the Shenma channel can still be explored. Although the volume is not large, the cost and quality are still good.

Author: Mubibai

Source: Aichisem