How to bid and match Google/Baidu SEM keywords?

Bidding and matching methods are the two most important steps in the daily work of all bidders, because whether these two steps are done well directly affects the traffic structure and quantity, average click price and display volume of the account you are in charge of, and other core data of the account. Therefore, whether you can set the bidding and matching methods correctly is the key to testing the core capabilities of the bidder.

1) Plan account bidding layout

Before bidding on keywords, we need to form a general direction based on account budget, performance, industry and other factors. After we have a general direction, we can talk about bidding and analyze the many unreasonable situations that our account bidding may face so that we have a clear idea of ​​it.

It has to be said that bidding is not a blind operation. You must follow the bidding principles. Combining account examples, let’s talk about the most important principle in keyword bidding - the account budget principle.

2) Purchase high-quality search terms at the lowest price

You may ask, what are the account budgeting principles? This high-sounding term is actually hidden in our daily work. Maybe your budget is 200-300, some are 500-600, and some are 3000-5000...

The budget here is not just the budget for the entire account, because a mature bidder can divide the dimensions according to the established plan level, and then bid according to factors such as the purchase stage, region, time period, etc. of the product. In this account, the keywords for the purchase stage are “requirements, how, good or not”, so you need to allocate a budget.

The budget here is not just the budget for the entire account, because a mature bidder can divide the dimensions according to the established plan level, and then bid according to factors such as the purchase stage, region, time period, etc. of the product. In this account, the keywords for the purchase stage are “requirements, how, good or not”, so you need to allocate a budget.

Let's do some calculations. The account budget is 300 yuan, and the average price is 10 yuan, which means that the 300 yuan budget is only enough for about 30 clicks. There are even some malicious clicks from competitors. After blocking these invalid traffic, there are only more than 20 clicks left. How many valid leads can these 20 clicks bring you? It’s terrifying when you think about it!

3) Product-level bidding layout

When considering the budget dimension, we should not only consider the account as a whole, because when we followed the account principle before, if we only followed the account budget, we needed to control the average click price of the entire account within a reasonable price. It's easy to say, but it becomes very different once it comes to more detailed operations.

For example, if you have a budget of 200 yuan, then you must ensure at least 100 clicks. It is appropriate to control the budget at 2 yuan for a small account when starting out. With this in mind, you will become overwhelmed when it comes to actual operations. Because in actual operation you are dealing with keywords, so don’t just consider the entire account dimension, you need to consider other factors such as part of speech, purchase stage, etc.

There is not much difference in allocating budget, but the price of keywords is different. Here we take the students’ cases for analysis.

For example, if you are doing promotion business for an ophthalmology hospital, and the budget is 1,000 yuan, and you promote several products, although "strabismus" and "amblyopia" are both 100 yuan, which is not a big problem, when it comes to the user's personal needs, the specific words "Can it be corrected?" will appear, and the price is 0.5 yuan; the treatment method may be 3 yuan; and the average price of "children's amblyopia" is 2 yuan.

In this way, floating up and down with the average price as the center will allow us to more clearly judge how to bid for specific words. For words like "cost" and "price", we can bid 3 yuan, and for words like "examination reason", "symptoms", and "what's going on", we can bid 1 yuan. This roughly calculates the average price to be around 2 yuan.

Different bids for specific words can help us develop a more reasonable bidding strategy. There are tens of thousands of Internet users, and people who make products also have their own behavioral habits and will search for different keywords. As a promoter, you don’t necessarily have to concentrate all traffic on a few words. Instead, you can bid separately for keywords of different natures to achieve “every inch has its own strengths and weaknesses”.

4) Keyword-level bidding layout

For example, during the purchasing stage, there are many people who want to learn Korean, but few people actually search for “Korean training institutions”. Some young fans may have the idea of ​​learning Korean when they see their favorite Oppa while watching Korean dramas, so they may search for keywords such as "how to learn Korean" and "where to learn Korean". If you search for a single region in this way, when you choose to place an ad, in order to spend 1,200 yuan in the second stage, you may spend more than 10 yuan or even 20 yuan, and the following situation is likely to occur:

When you pay 10 yuan, you may only get 9 or 10 clicks, and you may not get all the clicks even if you pay more than 100 clicks.

When you offer 15 or 20 yuan, you will end up with 60 clicks, but it is not clear whether these 60 clicks are good or bad for your conversion.

But if we increase the first stage to 500 yuan, control the average price at 3-4 yuan, and allow it to have more than 100 clicks, we can ensure that it does not exceed the budget and the number of clicks, effectively resolving this type of delivery problem.

In your daily bidding process, have you ever seriously considered how much your traffic is really worth? Have you ever thought about how much traffic you have bought with all the money you spent? And these traffic that you are most likely to ignore directly determines your average click price. If you have a budget and the amount of traffic, you can naturally calculate the average click price.

However, the average click price also needs to take into account the actual situation. For example, I want to lower the average price to 2 yuan, but the click-through rate and display volume are very high, but I can’t spend that much because the search volume of the product itself is not that large. This is very embarrassing!

The bidding process is the process of constantly overlapping the actual promotion situation with our own estimated value, and new problems will arise in this process.

For example: with a budget of 500 yuan, the average price is controlled at 2.5 yuan, the price words are set to 5.50 yuan=250, the language words are 1.100 yuan=100, the average price of brand words is 10.10 yuan=100, and the comparison words are 2.5.20 yuan =50. It is calculated that there are about 200 clicks.

There was not much change in consumption before, which was around 2,000 yuan; the average price after adjustment is 3 yuan, which is not much different from before. When the average price is low, the number of clicks can reach around 600. Due to the increase in average price, the number of clicks decreased, but the total leads increased, which proves that the quality of traffic has increased after optimization.

The reason why many students complain about poor results is that you are simply controlling prices without considering the quantity and quality of traffic. This will not improve the promotion effect at all, but will make the effect worse.

5) Reversely infer click-through rate and impression volume through average click price

The reason why we emphasize following the account budget principle when bidding is that once we can roughly estimate the average click price, we can use the formula to reversely deduce the click-through rate and impression volume (consumption = average click price click), and click = impression click-through rate.

If your budget for the first stage is 200 yuan, then you must have 100 clicks, and you also have to determine whether these 100 clicks are effective. If the normal click-through rate in this area is 3%, then you must have around 3,000 impressions. Having a complete budget control mindset can help you control traffic more reasonably.

Tips: Single-region promotion skills

For friends who promote in a single region, whether it is the education industry or some medical industries, they will face a problem: because the promotion is in a single region, unlike multiple regions, the search population itself is not large, which leads to insufficient display volume. Therefore, you need to roughly estimate a value, even if you use an assistant to do statistics, to analyze whether there are really so many people in this area who search for your product every day.

Because when we estimate or bid, we do not follow the budget of the entire account. If you have a budget of 5K, some words may only be priced at 1 dollar, but you may be able to get 2 dollars for some keywords. We can give a practical account explanation to make it easier for everyone to understand.

Take the keyword "Korean" as an example. Here we must select "specify region", for example, only look at the data of "Beijing", and then look at the data of "learning Korean", as shown in the figure below, such as "Korean", "Korean self-study", these words, there are about 1,000 words, through these data we can roughly estimate the overall amount. The graph shows daily data, and the parts of speech are not expanded much. I can roughly estimate that there are several thousand of them. If the display rate is 2%, there will be hundreds of displays.

In the bidding process, we must learn to control the effect and budget, and ensure the display volume, click-through rate and number of clicks. This is actually a system. We not only need to control the average click price, but also control the allocation of the entire budget, because the allocation of the budget will directly affect your average click price.

Summarize

Through the above analysis, we found that keyword bidding must follow the account budget principle. After having a general direction, we can talk about bidding, analyze the many unreasonable situations that our account bidding may face, have a clear idea of ​​it, and truly "pay the lowest price to buy high-quality search terms." When making a bid, you must not be willful. You must consider various factors and conditions comprehensively, think carefully, and think twice before making a bid. You can check your account data to see if it follows this principle. We need to know that keyword bidding is an important means of controlling traffic. In the bidding process, we must consider various factors and conditions comprehensively and not bid blindly.

For any problem, we need to go through the following processes: discover the problem > analyze the problem > determine the problem > solve the problem > optimize and verify .

Author: Network

Source: Internet