The entire process of setting up a bidding promotion account!

When we get a new bidding promotion account, the first step is to add keywords? Set a bid…will this quickly bring in the leads we want?

The answer is: No!

Blindly starting actual operations will inevitably lead to the bidding promotion account not being effective, and it is not clear where the problem lies and how to adjust and solve it.

If we want a new bidding promotion account to take effect quickly, we must first develop a strategy and plan for the account.

In which time period do you want to spend the budget in your account? Which device should we spend the money on? Even which group of people should we spend the money on...these are all things we need to plan in advance.

First make a target plan, and then carry out the actual implementation . In this way, our ideas can be implemented step by step, and we will not lose direction when reviewing and adjusting the account.

So how do you formulate strategies efficiently?

Develop a strategy

The most fundamental purpose of formulating an account strategy is to spend every budget in the account wisely. Therefore, we must first determine the target users of the product so that we can better allocate the account budget.

Identify your target audience

The nine elements of crowd portrait: gender, age, education, interests, income, occupation, region, time period, and device can help you accurately and quickly determine the target audience of your product.

Allocate budget appropriately

The focus is on allocating budgets based on the region, time period and device of the population portrait.

1) Region : Analyze the regions where the target audience is concentrated, and focus on those regions with good conversion effects.

For example, if the bidding promotion account is in Beijing and Shanghai, with good results and high conversion rates, then the budget for Beijing and Shanghai should be increased to improve display and better achieve conversion results; different budgets should be set for different regions.

2) Time period : Analyze the time period in which the bidding promotion account has better data conversion effect, and increase the budget for that time period.

For example, by analyzing the bidding promotion marketing process table, if you can find out that the account has good conversion effects and high traffic between 9:00 and 12:00 every morning, you can increase the budget for this period and reduce the budget for other time periods with poor conversion effects and low traffic.

For example: the effect is good from 9 to 12 in the morning, so set the budget to 40%; the effect is average from 12 to 17 in the afternoon, so set the budget to 25%; the effect is preferred from 18 to 24 in the evening, so set the budget to 35%.

3) Device: Increase the budget for the device that the account mainly promotes.

Or analyze whether the audience of the bidding promotion account is mostly mobile or IP.

If most of your audience users are office workers, then you can increase the budget to the IP side during working hours; and increase the budget to the mobile side after working hours.

After formulating the strategy, the next step is to set up a bidding promotion account. How should you do it specifically? Then look down

The whole process of building a bidding promotion account structure

1. Account establishment

Determine the planning dimensions

Product dimension : When bidding on multiple products and targeting different groups of people, it is better to divide the plan by product dimension to control traffic more accurately.

Device dimension : When a bidding promotion account promotes only one product, it can divide the plan according to mobile and IP devices, so that it can be more targeted when writing creatives and setting landing pages;

Regional dimension : Different regions have different conversion rates. Traffic is allocated according to the region, and consumption and conversion control in different regions is the most refined;

Time period dimension : According to different industry characteristics, the effect of population segmentation, and the plan divided according to time periods.

Keyword selection

Select keywords that are relevant to the promoted products, expand the keywords, add keywords, bid, and set matching modes .

Creative Writing

Creative writing should be based on the user's pain points , and avoid being self-indulgent.

2. Improve your settings

Set promotion budget: set budget for account plan;

Set promotion period: adjust the promotion period according to your actual situation;

Set promotion area: Check the promotion area.

3. Online testing

After the final settings are completed, go online for testing and adjust and optimize the traffic and pages based on the performance data.

Once you get a new Baidu bidding promotion account, you must follow the above steps to set up the bidding promotion account in order to lay a better foundation for future account performance.

Building an account structure is the first step, and optimizing the bidding promotion account effect is the most important goal.