How to bid for Google promotion keywords? These 4 points must be mastered!

For the most important keyword level in Google promotion, it is not just a simple method to distinguish between short words and long-tail words. Instead, we start directly from the core expression of the keywords, analyze the user's current search intent, and adjust the keywords. Let me talk about my analysis and operation ideas for keywords:

1. Confirm your individual resource cost target before launching

It is best to have historical data for reference. If it is a newly created account and there is no historical data for reference, you can directly adopt the resource costs of your peers or the market. The determination of a single resource cost will directly affect your keyword bids and subsequent optimization adjustments.

2. Classify the core expressions of keywords

The psychological state of purchasing a service (product) on a search engine can generally be divided into four steps:

Attribute understanding—Intention expression—Merchant selection—Transaction confirmation

The purpose of keyword classification is to break down words of different psychological stages and then focus on them respectively.

3. Based on historical conversion data, classify the page consultation rate of keywords . The more detailed the segmentation at this level, the more testable data and directions you can get. I only provide a simple version here for analysis.

Page consultation rate = consultation keyword / keyword click count

There are several factors that affect the page consultation rate here:

1. User acceptance of the corresponding keyword landing page.

2. The ranking position of the keyword when it is clicked.

3. The demands and requirements of different products in different industries.

Based on the page consultation rate, we can determine the bid for the category keywords based on the single resource cost target confirmed in point 1.

Example: If the target conversion cost of industrial and commercial confirmation is set at 150 yuan, then the bid for the certificate category is: 6.8 yuan

Bid = Resource cost Target page conversion rate Retention resource ratio

(150 6.67% 68%=6.8)

4. Other data support

1. Use of website statistics tools

There are many dimensions of statistical data, but for bidding, three data are the most important.

Bounce rate - duration of stay - keyword attribution

Everyone should be very familiar with the first two data, and the most important one is keyword attribution. The best keyword attribution is Google Analytics. The 30-day historical tracking cycle can better determine which keywords are powerful assist players and will not be buried by the final page conversion rate. However, there are two problems that cannot be overcome. One is that Baidu in China has blocked the keyword crawling of GA, and it is unable to see the visiting keywords. One is that you need to climb over the firewall, which blocks most of the optimization possibilities. Therefore, the mainstream promotion method now is still Baidu Statistics.

2. Bid proportion during promotion period

Most industries have their own peak and off-peak seasons, and the same applies when narrowing the time to a single day. It is also a good choice to make good use of time-segment bidding, or to directly create separate keyword plans for peak and off-peak times.

3. Choice of promotion style

Key point: The more comprehensive the promotion styles are, the better. Because promotion styles are suitable for different industries, you need to use data to find the styles that can truly improve your click-through rate in order to maximize the effect of keywords.

Related reading:

1. Which industries are suitable for Google promotion and how to open an account?

2. Where is Google advertising promotion displayed and in what form?

3. How effective is Google’s advertising promotion?

4. How does Google Ads charge, promotion prices, advertising costs!

5. Google advertising promotion, how to position Google display ads?

6. Google advertising promotion: How to improve keyword rankings?