Baidu Search Bidding Promotion Operation White Paper

Paid bidding promotion has always been an important source for websites to obtain accurate traffic. The four major search engines in the current market are Baidu, Sogou, Shenma, and 360, ranked in that order. Baidu is still the big brother in the industry.

We can interpret search bidding promotion as: a promotion method of placing keywords and bidding to compete for rankings on search engines to gain traffic for the website; the official abbreviation is (a form of advertising that pays per click).

Why most people can't operate bidding promotion well, I give a conclusion report,

Most bidders do not plan operations other than daily operations of adding, subtracting, or adjusting account keywords and looking at summary data such as traffic consumption. They are happy when there is a conversion and worried when there is no conversion. If the cost is too high, they pray that it will be lower tomorrow. If the cost is too low, they hope it will remain the same tomorrow. This is the state of many bidders.

Why is this situation? I divide it into the following three stages

Phase 1

I had just entered this industry and was familiar with some basic account settings. I kept an eye on the account budget, bids, matching modes, keywords with high consumption and traffic, regions, and time periods. I also followed my colleagues to do some daily data monitoring and learned how to make adjustments. During this stage, I was basically familiar with the bidding account and workflow.

My advice to bidders at this stage is: be sure to build multiple accounts of different types and summarize your own account building methods, which will be of great help to you in independently launching accounts in the future.

Phase II

I already have one year of experience in bidding promotion, but I still can't figure it out and can't control it well. Then you need to continue to practice in depth and accumulate experience. You must summarize your own set of bidding operation manuals, summarize all the operating skills in the bidding account, all the data dimensions generated, and internal and external factors.

The bidders at this stage have basically changed jobs once or several times, because they joined the first company to learn, and it doesn't matter whether they have a salary or not. In this industry, every time you change jobs, the salary will be higher than the previous company's salary, but there is a ceiling on salary.

Personally, I suggest not to change jobs frequently, because in any company, the salary should be matched with personal ability. If you don't calm down and improve your bidding skills, frequent job changes do not necessarily mean that you have a deep understanding of the bidding technology. Only when your bidding skills reach a certain level, high-paying companies will naturally come to you.

Phase 3

At this stage, the bidders have basically spent more than one million yuan on advertising and have independently operated large medical accounts. They are familiar with any technical settings of the account and can analyze and adjust all data dimensions. However, sometimes they still cannot control the account delivery, and the delivery effect is sometimes good and sometimes bad. They feel that they are still lacking something.

Although you have mastered the bidding technique, your bidding thinking has not been opened up, and you are still one level away from reaching the next level of bidding. This is also the reason why many experienced bidders are stuck in the third stage and cannot continue to improve.

Let us re-understand the core technology of search bidding promotion and open the door to bidding promotion with another way of thinking.

We enter the background of Baidu's Fengchao promotion system fengchao.baidu.com. This background controls the bidding advertising style and ranking mechanism of Baidu search engine. Its advertising style shows the main structure; it consists of four major sections: promotion plan-promotion unit-keyword-creativity. The ranking mechanism is also contained in it. What is the hierarchical relationship and operating principle between these four?

First, let me share several methods of current account construction:

[Simple and Messy Type] Account Construction for the First Group of People

One plan, one unit, contains all keyword bids and delivery. After the data is generated, apart from understanding the plan and keyword-level consumption, clicks, and display data, and making "additions, subtractions, and adjustments", there is no other way to plan and adjust. Later on, you will find that the account is difficult to control, the delivery effect is getting worse, the promotion cost is getting higher and higher, and you can't find the reason. You have to re-divide the materials to build a scientific and reasonable account for delivery.

The core of search bidding is to grasp and adjust the direction of keywords. The search population intentions behind each keyword are different. Some words have strong conversion intentions, while others have no conversion intentions. If you simply build an account and adjust keyword bids at will, have no control over the quality of the traffic it brings in, and have no direction for planning and adjusting the account, then you are just blindly bidding for promotion.

【Careful Type】Account Construction for the Second Group of People

The account structure is hierarchical and organized, which is convenient for statistical viewing and management. This rigorous construction method based on the official Baidu promotion method can generally effectively manage and plan accounts.

But few people think about why we need to build such a refined account? What management role will it play in the later account operation? And how to build it scientifically and reasonably? How can the optimization space of the account be maximized?

【Open-minded】Account construction for the third group of people

Before preparing to build an account, first identify your promotion target group, market demand, promotion advantages, etc.; after fully understanding the inside and outside work of the promotion, proceed with it based on evidence.

The next task is to dig out all the keywords for promoting this project. The early stage of search bidding is based on keywords, and each keyword can trigger a batch of potential customers.

Therefore, we can regard each keyword as a soldier, and forming a team is equivalent to recruiting soldiers. Only after summoning the soldiers can we classify them into groups. Therefore, building a complete plan is equivalent to forming a team that is about to go online.

Each keyword ID is equivalent to a soldier

Each idea is equivalent to the equipment worn by soldiers

Each unit group is equivalent to the management level of soldiers.

Each plan is equivalent to the commander of the management

If we follow this way of thinking and the first simple and messy construction method mentioned above, it would be equivalent to a commander without strategic command; leading a swarm of messy soldiers to the market to compete with their peers for a piece of the cake. How much share can be grabbed in the end, how many will fall into market traps and minefields, and how much will be the final cost. Therefore, if we want to have a better grasp of profits and reduce casualties, we can only move forward steadily and achieve success by making full deployment and planning in advance.

Each plan is equivalent to the commander of the management

Thinking people understand:

The commander gives the greatest authority to the (promotion plan). First, a team name is chosen, which is also the promotion name. Then, the team will estimate the budget cost for the day, and plan which areas and time periods to launch the campaign. The event will have a time and place, and the characters and soldiers will also occur at the keyword level.

Interpretation of plan settings:

For promotion areas and promotion time periods, you can choose different areas and different time periods to set up the delivery. Different settings in these two dimensions are bound to produce different results, because the search populations in each region and each time period are different. Therefore, in the later stage, I will further split the two according to the consumption and conversion data generated by the region and time period (that is, delivery in segmented areas and segmented time periods). This will help me to accurately control the direction of the project delivery in the market.

Interpretation of late-stage planning data:

When we count the total consumption, clicks and other data of the account for the next day every morning, you will wonder in which promotion areas the overall data traffic consumption is concentrated? In which time periods? In which promotion unit groups and keywords are it distributed? Only by deeply understanding the details of these statistics can you make the next adjustment to the bidding direction.

Five big data dimensions for search bidding promotion

1. Promotion area (consumption/click data ratio)

2. Promotion period (consumption/click data ratio)

3. Promotion plan (consumption/click/impression data distribution)

4. Promotion unit group (consumption/click/impression data distribution)

5. Keywords within the unit group (consumption/click/display data trends)

The volume of account data is large, so you must keep your thoughts clear and expand in depth in a layered manner.

Each unit group is equivalent to the management level of soldiers.

Thinking people understand:

The commander's task for the management level (promotion unit) is to fully manage each soldier in his own management level so as not to have any conflicts with other units (management levels). It is equivalent to you being Unit A and I being Unit B, and each of us has our own unit. After going online, we will summarize the data and present it to the commander, waiting for the commander to further optimize the instructions.

Unit settings interpretation:

Promotion unit status (if it violates the rules or does not follow the market rules, it will be rejected by the review)

Enable/Pause (if consumption is too fast or unstable, you can turn it off or on at any time)

Bid (You can set a unified bid for all keywords under the management level)

Negative keywords (excluding words irrelevant to the unit and triggering display)

Interpretation of late unit group data:

After going online, each promotion unit will generate data; you will conclude that there is a pattern in the data, the 28th law; (80% of consumption or clicks or displays will be concentrated on a few units, and the same is true for the keyword level rule), so you need to do a good job of data summary and planning for these 80% of the main data (promotion unit group).

The reason why we classify keywords with different attribute characteristics into different promotion unit groups is that the data generated later can make full use of the segmentation and clarity of the unit structure, and observe and count the data trends of the overall keywords in each unit.

Data generated at the promotion unit level; consumption, clicks, impressions, average click price = consumption/click; click-through rate = clicks/impressions; analyze and compare these five data indicators to find out why the consumption ratio of this promotion unit group is so high. Secondly, you will further dig into the keyword level, check the data indicators, and locate the problem.

Each keyword ID is equivalent to a soldier

Thinking people understand:

The task that the management gives to the soldiers (keywords) is: how much traffic contribution will you bring to the battlefield? At what unit price of traffic can you control? And how accurate is the match between the traffic brought and the keywords? Through the data presented later, you will find that some keywords perform well, some perform poorly, and some perform chaotically. There are different gaps and changes between each soldier, waiting for you to further manage and optimize them.

Interpretation of keyword settings:

Bid (the difference between this keyword bid and the promotion unit bid is that I can bid more accurately at the keyword level, without being bound by the unit level, and can adjust the bid flexibly by myself)

Quality (the quality score is unified in the early stage. If the keyword performs well in the long term, it will be given extra points. Extra points can improve the ranking score and reduce the average click price)

Matching mode (can be understood as an expanded placement of keywords. Different matching settings will bring different changes in data. If the matching mode setting is precise, the traffic group brought in and the keywords themselves are highly accurate and consistent. If the matching mode is too broad, the traffic brought in will also be broad. Therefore, you will find that the setting of the matching mode is an evolutionary process from precise to broad.

The early keyword matching mode setting; phrase-(synonymous inclusion), moderate is the best, of course, you can also set the precise mode, but the traffic brought only completely includes the keyword itself, the traffic will be limited and fixed, and secondly, the later keyword display volume is 0 or too low; generally adjust the broad matching mode to trigger the display volume.

Later keyword data interpretation:

After the launch, you will find the following problems based on the data generated by keywords according to the 28 rules:

1. Keywords with high impression and low click rate (low click-through rate)

Second, high-impression and high-click keywords (high click-through rate)

3. Keywords with high consumption and low clicks (high average click price)

4. High-cost, high-click keywords (low average click price)

The keyword data generated by these four phenomena will account for 80% of the account data.

5. Keywords with low impression, low clicks and low consumption (the click-through rate and average click price vary)

The keyword data generated by this phenomenon will account for 20% of the account data.

For the above five data phenomena and problems, you need to be aware of the planning adjustments, as well as conduct docking and analysis with the conversion data. These are the key points you need to grasp.

Each idea is equivalent to the equipment worn by soldiers

Thinking people understand:

Every soldier under the management level should have a set of bright equipment. In this team, we need to briefly introduce the team's propaganda slogan and mission, as well as the physical characteristics of the soldiers.

Therefore, when we write creative content, we must have the main information content of the promotion website, and incorporate the attribute characteristics of the keywords in the promotion unit into the creativity, so that we can achieve unity and close connection.

Creative setting interpretation:

The addition of {wildcard} allows any keyword in the promotion unit to be replaced in the creative and make it appear red, thus connecting the meaning of the creative and the keyword.

The idea is composed of title + description 1 + description 2 supplement + URL link, which is a complete idea. Therefore, we should be precise, concise, clear and concise when writing. The language should be very concise. We should grasp the keyword attributes in the promotion unit and the content in the promotion website to write an overview. If the idea is clear to people at a glance (they can see that the description of the content is consistent with their search needs, and can briefly present the content of the promotion page), then your idea is written successfully.

Interpretation of post-creative data:

Creativity is a process of continuous optimization. It is best to maintain 3 creative ideas within a unit group. The display, click, consumption, and click-through rate data generated later can be used as a reference for optimization. The creative ideas with high display and high click (high click-through rate) perform best. The creative ideas with high display and few click (low click-through rate) and those with very few display are the key optimization directions.

Author: Bidding veteran

Source: Bidding veteran