For bidding promotion, just read this article!

Today, based on years of experience in bidding promotion , I have compiled a set of promotion processes. Please keep it for yourself.

Step 1: Project Analysis

Before promoting, you must first conduct a detailed analysis of the project. This may take up 80% of your energy, but if you lay a solid foundation, subsequent work will be very easy and more targeted.

1. Crowd analysis

Remember, bidding is a game of spending money to buy traffic. Therefore, the first thing you need to do is to understand who your target users are and what characteristics they have. Crowd analysis can generally start with the nine elements of crowd portrait: time period, region, device, gender, age, education, occupation, income, and interests and hobbies. For example, the picture below is a user analysis conducted by a certain education industry based on nine factors of the population. It will make our subsequent promotion more directional.

2. Demand Analysis

Behind each group of people lies a set of needs. If you want to attract this group of people, you must first satisfy them. The application rate of user demand in the later stage is also extremely high. For example, keyword selection, bidding and matching, and even creative writing, page planning and sales conversion will be applied to user needs. Therefore, understanding user needs is an essential skill for a bidder. In the early stage, if you have an account, you can infer the hidden needs behind the visitor based on his search terms.

(1) Download a month’s worth of search term reports first

(2) Open and analyze the report, and list as many useful words as possible.

(3) Analyze each word: what he wants to see and what he is interested in

For example, the picture below. This is a demand analysis I conducted on users regarding “price words”.

If you don’t have an account, you can use the following three methods to infer the user’s needs.

(1) Customer service. The first thing to do is to contact customer service and ask about the issues that users are most concerned about, so as to determine the users’ main needs.

(2) Drop-down box and related search. For example, if I am making an English training product, I can directly type "education and training" in the input box, and Baidu will make recommendations based on the user's recent hot searches.

(3) Baidu Index. I have to say that Baidu Index is also very powerful. It will recommend you the most recent hot search terms based on your keywords.

For example, the picture below shows search terms related to "English training". Can you also analyze based on these words?

Note: If the product we promote has a wide range of users, such as WeChat business franchising, we can first classify the population and then segment their needs.

3. Product Analysis

Know yourself and know your enemy, and you can fight a hundred battles with no danger of defeat. Only when you know your own product well enough can you sell it better; only when you know your competitor's products well enough can you find the right way to fight back. Therefore, before promoting, you must do a thorough analysis of your own products and competing products. In this step, we can combine our product selling points with user needs based on the "user needs analysis" in the previous step, and differentiate ourselves from our competitors.

For example.

Recently I want to promote a rice cooker. The picture below shows the selling points I set based on user needs.

But since the human brain can only remember three selling points at most at a time, I need to screen out 2-3 more selling points. At this point, I can filter according to the selling points of competing products and distinguish myself from my competitors.

Step 2: Develop an account promotion strategy

After completing the preparatory work before promotion, we need to formulate a promotion strategy to make our promotion more directional. Account promotion strategy sounds very powerful. But in fact, it is not that great. The essence of bidding is traffic, and the purpose of formulating account strategies is nothing more than to enable us to better manage accounts and control traffic. When formulating promotion strategies, we need to base them on these five points.

1. Determine the time period ratio

Which time period has the most traffic? Which time period has less traffic? Which time period has the best conversion rate? Which time period is the worst for changing careers? We need to understand all of these. Otherwise, Land Rover will burn down one day. If the budget is sufficient, deliver the campaign throughout the day; if the budget is insufficient, focus on delivering the campaign.

2. Determine the device ratio

Is there more traffic through PC searches for products or more traffic through mobile searches for products?

3. Determine the regional proportion

Where are the target users mainly active? If it is a single-region promotion, it can be automatically ignored; if it is a multi-region promotion, it is necessary to divide it into "key regions" and "non-key regions".

4. Determine the budget ratio

The budget, to a large extent, determines what kind of promotion strategy we adopt. The picture below is a strategy template I divided according to the budget, for reference only.

After understanding the above four points, when formulating strategies, we can add the other three points to control the direction of account traffic on the basis of the budget. For example, the picture below is a strategy I have already developed. Since the budget is only 1,000 yuan, a "precision strategy" is adopted. Choose words and bid in a targeted manner to avoid wasting traffic. Next, it is the setting of the direction level.

Step 3: Build an account structure

After formulating the promotion strategy, you need to build an account based on the strategy. A reasonable account structure can make our operations more efficient. The picture below is the account building template we have summarized after long-term bidding promotion. You can refer to each other.

For example, if you have a small account in multiple regions, you can build the account based on the "regional dimension". In this step, we need to build it in combination with the promotion strategy set in the second step. The figure below is a regional account structure template.

Step 4: Keyword Classification

After the account structure is built, it is necessary to segment the words according to each plan and unit.

1. Open the keyword planner and expand keywords based on the core words.

2. Use the recommended keywords to search for keywords with different needs multiple times. For example, price words, brand words, etc.

3. Paste the keywords into the table and delete duplicate and useless keywords.

4. Paste keywords into the Quick Group Workspace.

5. Divide each small segmented demand into units to ensure that the keyword intentions in each unit are consistent.

6. Plan, unit, keywords, paste the grouped keywords into the table according to the format.

7. Use Baidu Assistant's batch keyword addition tool to import keywords.

8. According to the strategies of different units, set the bidding, URL and matching method.

The above is the completion of the entire account structure. You will then need to write creative ideas and design landing pages based on the parts of speech for each unit. We won’t go into details here.

Step 5: Data effect statistics

After completing the above analysis, you only need to promptly optimize the direction based on the data effect feedback. In the early stage of account promotion, the data may not fluctuate much. In the first week, we only need to pay attention to analyzing the search term report. Download the search term report every day, analyze it, and divide the keywords into four categories. Then, according to the following four situations, adjust the direction in time and make targeted optimization.

In the later stage of promotion, we can check account problems based on user behavior models.

The user's entire behavior from the search engine entrance to the official website landing page transaction is a series of processes, and it is also measured by different keywords and different measurement indicators. The figure below is our summary of the factors that affect each user process. You can make corresponding optimizations.

At this point, the entire project promotion is completed. But that’s not the end. This article only helps us establish a complete bidding promotion system, and later we need to control the bidding effect in detail. Traffic layout, bidding, matching, cost... No matter which stage you are in, whether you are a novice or a veteran, you must be results-oriented rather than just focusing on the present.

Related reading:

1. Will Baidu take down medical bidding ads?

2. How to build a perfect bidding promotion account?

3.How to formulate SEM bidding promotion strategy?

4. No traffic from bidding promotion? You can do this!

5. How to avoid invalid traffic and improve traffic quality in bidding promotion?

6. High clicks, low transactions, how to avoid invalid traffic in bidding promotion?

Author: Jinfeng

Source: Jianshu