Practical skills and methods for medical bidding promotion!

There are many ways to bid, and no single method is necessarily right. As long as it is an effective method, it is a good method.

In this article, I will share with you a gynecological case that I have personally experienced. I took over a new gynecological account, and through a series of adjustments and optimizations, I reduced the cost of visits from 2,700 to 1,600 . This method may not be useful to all my friends, but it can be partially absorbed. For your reference.

(Let’s look at a set of data first)

Case background:

The location is a prefecture-level city inland. The city has many administrative districts, and the radiation effect of the urban districts on the subordinate counties and cities is not strong. Therefore, many patients in the county towns are not very willing to go to the urban area for medical treatment.

The gynecological cost of more than 1,600 yuan is actually not low. In some places, the gynecological cost does not exceed 1,000 yuan. Of course, some exceed 2,000. Each region is different, so it is impossible to compare one by one. You can only compare it with your own account historical data.

When I first took over the project, the average daily budget was around 7,000, and there were some days when it was 8,000-10,000. Baidu has two accounts, Sogou and Shenma have two accounts each. The average number of conversations per day is between 60-90, and the cost of consultation is around 2,700 when we take over. In fact, this budget is relatively large for the gynecology department, and the cost is also very high.

Optimization

Here are some of my optimization adjustments:

1. Reduce the area

In view of the difficulty in getting medical services in counties and cities, the area covered is directly reduced. That is, setting the area radius, mainly for Baidu. With the hospital as the center, the coverage area is 30 kilometers, covering the urban area and neighboring counties. Baidu has two accounts set up like this.

Through this setting, the account consumption was reduced from a budget of more than 7,000 to more than 6,000.

2. Turn off useless settings

There are a lot of useless settings in Baidu's backend, and turning them on will only waste money.

When I took over the account, all the "smart" settings in the background were turned on, and I turned them off directly.

First, the so-called "smart" settings, such as account-level search intent positioning, Baidu homepage traffic (now no longer available), Baidu Tieba traffic, search partner network, target customer follow-up investment, nighttime smart investment, precise matching expansion, and same-platform display, and then to plan-level personalized recommendations, were all turned off. The component does not set coefficients.

There are two reasons for the closure. First, the account is mature and does not need these settings to expand the volume. Second, many settings are useless and will only waste money. By turning these buttons off, the waste is reduced somewhat.

3. Optimize consumption structure

There are mainly two aspects: one is mobile and PC consumption, and the other is consumption distribution in time periods.

When I took over, there was confusion between account movements and PC consumption, there was some waste in PC consumption, and the time periods were all the same, with no distinction between primary and secondary. This consumption structure is not reasonable.

For account adjustments , first separate PC and mobile. For PC plans, give priority to computer bids, with a mobile ratio of 0.1. For mobile plans, give priority to mobile devices, with a computer ratio of 0.1.

While adjusting mobile and PC plans, sort out the prices of keywords. Of course, sorting out cannot be completed in one day. It requires long-term optimization, which I will talk about later.

After dividing into mobile and PC, the next step is the time period . When I took over the project, there was no time schedule. So I made a time table by myself and counted the data consumption for a week. I have two goals. One is to ensure that the money is spent before get off work, and the other is to ensure that there is not too much waste during the periods with poor conversion.

After making a few days of watches, I found that the traffic was relatively large between 12 noon and 1 pm. Although there were many conversations, the consumption was very fast. As a result, I would have no money at night. So I lowered the ratio of the time period from 12 noon to 2 pm by 0.1, which reduced the waste.

The traffic volume at night is also relatively large, so the ratio at night also drops by 0.1. The morning is the time when everyone will rush to buy, so you have to rush too. If you don’t, there will be no supply.

Of course, the adjustment of time periods is not mainly for average consumption, but also based on conversion. Generally, conversations in the morning are of higher quality and consultations are easier to arrange, so the proportion in the morning is higher than in the afternoon and evening. The time period ratio for the whole day is 1.1 from 8 am to 12 pm, 0.9 from 12 noon to 2 pm, 0.9 or 1 from 2 pm to 6 pm, and 0.8 from 6 pm to 12 pm.

Through the above adjustments, the money can basically be spent until 12 o'clock at night, and the budget is reduced from 7,000 to 5,000. And waste has also been reduced a lot, the proportion of dialogues between counties and cities has dropped significantly, and the appointment rate is better.

4. Expand the volume and increase effective dialogue

The above three adjustments are adjustments to the account budget, cost, equipment and time period, and are basic work. The core work of bidding is still consultation and dialogue.

When I first took over the account, there were 60-90 conversations per day, and the cost was over $100. It’s on the high side. After I took over, the first step was to reduce costs , and the second step was to improve dialogue .

Let's first look at reducing costs . Through analysis of keyword data reports, we found that there were many problems with the account. First, there were major issues with the matching settings. Second, the consumption trends of keywords were also unreasonable, with medical treatment word consumption accounting for a small proportion.

Again, according to the keyword report, we found that the prices of many words were inflated. For example, for words like cause and symptom, some bids could reach seven or eight yuan. In fact, it is completely unnecessary.

My adjustment was to download a week's keyword report and look at the average ranking from the first place to other places one by one. The price of the inflated word in the first place was reduced by 10%-20%. The price of good words ranked lower (usually the words after the third place) increased by 10%-20%.

In this way, after continuous adjustments, the consumption trend of the account has become reasonable, hospital expenses and treatment surgeries dominate consumption, and the average price of the account has dropped from 7 or 8 yuan to about 4 yuan.

Simultaneously with adjusting prices and words is the optimization of matching . The problem with the previous account was that the matching of short words was too broad, while the matching of long words was too narrow, resulting in confusion in the matching of words.

My adjustment is based on the length of the words: short words are short and precise, medium words are short and consistent, and long words are short and core. Basically not open widely. The main account is in 8-character units, and the flow account is in 6-character units. Different modes double up to set up.

Through this optimization model, coupled with daily negative words, after more than half a month of optimization, the account matching has improved significantly.

Through price adjustment and negative words, the conversation rate increased from 60-90 to a stable level of around 80 (once the consumption trend is sorted out, the conversation rate will not decline significantly). The conversation cost has dropped to around 60 (the budget has dropped to around 4,500), which is about 30 yuan lower than the previous conversation cost.

Reducing the cost of conversation is actually closely related to expanding conversations. With more conversations, the cost will naturally be reduced.

In fact, for gynecology, it is very easy to add dialogues. Once the menstrual words and early pregnancy words are turned on, a lot of dialogues can be added in a short time. If you add a dialogue upgrade treasure, there will be more dialogues. But these conversations are not the ones we want. The expansion mentioned in this article refers to increasing the quality of conversations .

If we focus on quantity instead of quality, I can give you 150 dialogues with a budget of 4,500, but what's the point? When it comes to healthcare, quality is more important than quantity. Let’s look at the fifth point: increasing quality conversations.

5. Increase quality conversations

Increasing the quality of conversations involves many factors. First of all, adjusting the words is the basis. The adjustment of words is based on the report, and the page also needs to be adjusted.

Let’s talk about keyword adjustment first . There are two important tables for keyword adjustment: the keyword conversion table and the page conversion table. The methods for the keyword conversion table and the page conversion table are similar. First, download the keyword report from the account, then export the conversation table from Business Communication, put the two tables in a spreadsheet, and use a few simple function formulas to make the final conversion report.

According to the ranking data and conversation cost in the keyword conversion table, some adjustments need to be made to the words. Keywords that have conversions should remain in the top three rankings, and overpriced keywords that have no conversions should have their prices reduced. In this way, good words can be ranked and the prices of words without conversions are not inflated.

Generally, the keyword conversion table can be made every three days or a week, and the same goes for the page conversion table. Another thing to note is that the keyword conversion table needs to be matched with the keyword tracking code, so each keyword in the account must be added with a tracking code.

After adjusting the price of the words, you also need to adjust the page .

According to the page conversion table, pages with high page conversion are kept, and pages with poor page conversion are replaced.

In my personal experience, the conversation rate of consultation pages is generally higher, followed by special topics, and the conversion rate of article pages is average. Large departments like gynecology have many types of diseases and generally have dozens of pages, so you should always find out which pages have the highest conversion rate and use the one with the highest conversion rate.

In addition, since there are many types of gynecological diseases and words, the pages and words must correspond.

My checking method is to export keywords, select filters, and then filter page by page. For example, select the abortion hospital page and check the words one by one. Non-abortion hospital words need to be changed to the corresponding pages. The same goes for other diseases. Just check once a week and check if there are any words of consumption in the account.

The benefit of this check is to ensure that the keywords and pages correspond. Only by checking frequently can you control the bounce rate and conversation.

In addition to adjusting keywords and pages, creativity and tools also need to be done well.

The creativity is mainly about clues, such as telephone, consultation, and forms, which can all be set up. The main tool is offline treasure, which can be set up for each promotion page. Another is the chat tool. You can add your own number, WeChat ID and WeChat QR code in the introduction of the chat tool. These methods can increase power retention.

Many people ignore three things when adjusting accounts. First, they ignore adjusting based on financial statements. In many cases, they adjust based on experience. Second, they ignore the correspondence between keywords and pages. Third, they ignore tools such as Lianluotong and Offline Bao. So, if you want to increase your retention, you might as well do more of these details.

6. Stabilization effect and conversion

By adjusting words, prices, pages and creativity as mentioned above, you can basically stabilize the volume of conversations, and through long-term optimization, you can increase the quality of conversations. However, increasing quality is not enough, the proportion of disease-related conversations also needs to be optimized.

As far as gynecology is concerned, abortion is the main disease, but the price is high for small quantities, the price is medium for inflammation and the price is low for menstruation and early pregnancy. Therefore, the dialogue structure should be: dialogue on abortion to expand quality, dialogue on inflammation to maintain and increase quantity, and ineffective dialogue on menstruation and early pregnancy to control.

My own adjustment approach is to optimize the abortion keywords, such as hospital costs and surgery, and focus on high-priced, short and precise keywords, while running medium and low-priced, short and precise keywords with a shorter core, such as abortion time, is abortion painful, and harm. The main households will grab the first and second rankings, while the traffic households have a wider model than the main households and a slightly lower price, and will grab the third and fourth rankings. Inflammatory diseases are generally short, medium and low in price, with heavy menstrual flow and early pregnancy, and generally short sperm and low in price.

Of course, this is only a macro price. There are also good words for inflammation, menstruation and early pregnancy, such as acute words for inflammation, pus and ulceration, etc. Delayed menstruation and early pregnancy test are also good words, which can generally be short and medium priced. Therefore, the price is mainly based on the part of speech and the intention of the visit.

The amount of conversations about disease types can be expanded based on the method of adjustment 5 above, but the proportion of disease types and the conversation rate must also be considered.

First of all, in terms of investment, abortion-related inflammation is the main focus, and early pregnancy and menstruation cannot account for too much, otherwise the consumption structure of the account diseases will be unreasonable. Secondly, the conversation rate and consultation rate of abortion should be higher than the average conversation rate and consultation rate. In terms of the proportion of visits, abortion and inflammation should also be the main ones.

Therefore, for a bidder, it is necessary to frequently analyze the disease table and have a clear idea of ​​the disease advertising budget and conversation rate. It is necessary to distinguish the primary and secondary, with the primary focus being abortion inflammation and the secondary being other gynecological diseases. The required number of abortion conversations, the average price, and the conversation rate should also be analyzed every week or every ten days.

(Gynecological data)

7. Coordination of different accounts

Baidu has two accounts, one is the main account and the other is the traffic account. The main account can promote all types of diseases, and the traffic account can promote abortion and inflammation, mainly focusing on volume. This is what I do.

Sogou and Shenma originally had two accounts each, but it was troublesome to manage too many accounts. I suspended each account and concentrated the budget on one account. This not only improves work efficiency, but also optimizes one account to the extreme.

The adjustments of Sogou Shenma are actually the same as those of Baidu, so I will not go into details about the optimization methods here. One thing to remind you is that you can make use of Sogou's clues service, what if it works?

In addition, taking gynecology as an example, Sogou Shenma can promote some diseases that Baidu does not allow, such as induced abortion. Friends who are bidding on gynecology can understand it themselves. The same is true for other departments, so I won’t go into details here.

When you improve the quality of conversations, stabilize costs, and optimize the structure of disease-specific conversations, basically all the work on the medical front end (bidding and promotion) will be done.

The visit to the hospital is related to the consultation and bidding. Once the quality of conversations is improved, there is hope for an increase in the number of medical consultations. Improving the quality of conversations and the structural allocation of disease type conversations are adjustments that cannot be achieved overnight and are a long-term optimization process.

When it comes to bidding adjustments, I always advocate fine-tuning. If there are serious problems with the account, you can make adjustments every day, but if the account is relatively stable, you can actually make fine adjustments every three days. The adjustments are also based on certain statements.

For medical purposes, there are 5 tables that are more important. Analyzing gains and losses based on financial statements is something that bidding should adhere to in the long run. The following are some important reports and analysis methods.

Reporting and Analysis

The main reports are:

The first is the time table, which has been mentioned above and is mainly about balancing consumption and optimizing time periods;

The second is the keyword conversion table, which has been mentioned above. The method is also very simple. Generally, it is done once a week and adjusted once a week.

The third is the page conversion table, which is usually done once every 10 days, mainly to adjust the page and check the correspondence between the word and the page;

The fourth is the disease type table, which is generally done on a ten-day basis. It should be said that the disease type table is the most critical, because the adjustment of disease types is based on the disease type table. The method of using the disease type table is not complicated. First, your account should be planned according to the disease type, and the disease type should be coded. The plan expansion and elimination refers to the expansion and elimination of the disease type. Disease keywords should be added with tracking codes to facilitate statistics. General medical care has such a disease table, which can also be found from friends or on the Internet.

The fifth is the daily, weekly and monthly reports, which are usually placed in a spreadsheet. They are also very simple to make and only require some simple formula settings. Book

Reports need to be prepared every day, while analysis generally has a cycle.

For example, I organize and analyze the time period table and keyword conversion table every three days, the page conversion table and disease type table every 10 days, and the daily, weekly and monthly reports are generally analyzed once a week or a month. Among these, the most important is the keyword conversion table, which is the basis for price adjustment . So you should do it once every three or four days. If you find any problems after you are done, just make minor adjustments.

Optimization effect

With long-term optimization, the effect will stabilize. Even if the traffic fluctuates or the consultation changes, there will be basically no major problems in the conversation process. Over time, quality conversations can be transformed.

For example, if you can get 15 conversations about abortion a day (7 phone calls), that means 450 a month. If your consulting skills are good, based on a 10% visit rate, you can get 45 a month. This is my previous visit.

Each regional project is different, and some have an attendance rate (number of visits/total number of conversations) of over 10%, while others are relatively low, so they cannot be compared one by one. Moreover, the consultation rate for each type of disease is different. Take gynecology as an example. The consultation rate for abortion is generally higher, while the consultation rate for cervical diseases and uterine fibroids is generally lower.

Therefore, for bidding, it is even more necessary to optimize the dialogue on disease types. Of course, the dialogue on diseases that are easy to diagnose should be increased, while the investment on diseases that are difficult to diagnose should be reduced or eliminated directly.

If the quality of the conversations is stable and the area is reduced, the number of consultation appointments will be stable and the appointment rate will be high, which also means that the number of visits will increase. Therefore, when doing bidding, stability is more important. It is not only good for performance, but also for mentality.

One problem that existed in this project before was that the dialogue was unstable and the consultants’ mentality was explosive. In addition, it was difficult to arrange dialogues between counties and cities, which made the consultants’ mentality even worse. By setting the regional radius, the ratio within the area is 8, and outside the area is 1. In this way, the quantity of counties and cities is separated, and the consultation mentality has improved significantly.

The cost of taking over the account is more than 2,700 yuan, and the monthly visits are between 55 and 60. After two months of adjustment and optimization, the total monthly consumption was controlled to 132,000, the daily budget was about 4,500, the monthly visits were stabilized at around 80, and the cost was around 1,600. Direct costs were reduced by 1,100 in two months.

Of course, the cost reduction is not only due to bidding, but also greatly helped by consulting. Therefore, the cost reduction is the result of the efforts of both parties, but the optimization of the promotion link has been obviously improved compared with before.

Through optimization, we have achieved the goal of reducing waste and increasing the number of consultations. Each patient costs 1,100 less, and with 80 patients a month, the investment is reduced by nearly 90,000. For a small hospital, it still saves a lot of money.

Summarize

This is how gynecology is optimized, and other departments can be optimized in the same way. Here is a summary of the main points of this article:

1. You should make adjustments based more on data, and combine data with experience. Bidding without looking at data is not a good bid.
2. The setting of time period and region is very important and should be combined with your own project. If your project is in the urban area, or it is difficult to make an appointment in a county or city, then set a regional radius. If your project is in a county town and not in the urban area, you also need to set the regional radius. For time period optimization, key delivery time and general delivery time are divided;
3. Don’t fall into the traps of Baidu’s backend. Some so-called “smart” settings and some coefficients are a waste of money. It is recommended to turn them off. You should use tools such as Zhiluotong and Offlinebao, but be cautious when using tools such as Shenghuabao and Zhuazhu or even avoid using them at all. Business Communication can often take the initiative to invite people to increase the conversation rate.
4. Account matching and bidding are very important. I set the matching based on the characters. The effect has been relatively stable and the matching is not chaotic. I usually adjust my bid based on the average ranking in the keyword report in the background and the conversion words of the Business Communication. I occasionally check the ranking manually, but not very often.

I suggest that you make adjustments based on the background data report instead of manually checking the rankings, which is a waste of time and meaningless. You may not be able to talk to a doctor every day, but you will basically have a conversation once a week.

1. When it comes to medical treatment, we should pay attention to adjusting the nature of words. Good words such as hospital fees, treatment, surgery, and acute inflammation should dominate consumption. Words such as time and pain should be medium-priced, and traffic words such as causes, symptoms, and why should be low-priced. The key to improving the quality of conversations lies in optimizing parts of speech.

You can use the 80/20 principle to adjust keywords. Only 20% of the keywords in the account have consumption. You only need to adjust these 20% of the keywords. I am not used to adjusting in batches. I usually adjust the time period coefficient and a small number of keywords.

1. Check negative words and pages frequently, optimize creative ideas, and set advanced styles;
2. If the effect of Baidu is unstable, optimize small channels, such as Sogou, Shenma, and 360, and optimize them to the extreme. The adjustment method is the same as Baidu's.

I personally prefer a conservative adjustment strategy. If your account is in a bad state, you need to make major moves. When the account is improving and stable, don't make any major moves. Of course, if you want to try new methods or products, you can.

Being prudent does not mean leaving the account in place. If you want to test new methods or new products, you can use traffic users to try them. For example, Dasou’s ocpc, so that small households do not affect large households.

Finally, there are many ways to adjust bids, and not every one of them may be suitable for you. You can try them all and then develop your own methods.

There are no costs that cannot be reduced, only people who are not careful. Even if Baidu's performance is very poor now, there are still people who can make Baidu better. Therefore, it is very important to try other people's methods and then summarize your own methods. Ideas are more important than actions. I hope the above can inspire you.

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