You will know the high-quality Baidu promotion account structure after reading this article...

Baidu search keyword bidding is a very common promotion method in website operation, but what it requires is continuous capital investment.

From the perspective of company profitability, as long as the investment can bring corresponding profits, then the investment is valuable, so what the boss cares about is the input-output ratio.

The company spent money on promotion, but the effect was not very good. This situation made many novice website operators feel embarrassed. Especially now that Baidu’s promotional spaces are reduced, competition is even more intense.

In order to help novice friends get started with Baidu search promotion, we will talk about the most basic search account construction today. You should know that a good promotion account structure is actually very beneficial to improving the quality of our account. This is also something that many novice friends tend to overlook when they start working.

1. What are the benefits of a high-quality account structure?

Friends who operate Baidu promotion accounts should have encountered such scenarios:

The price of a certain main keyword is already quite high. After inquiring, I even found that the competitor's keyword bid is not as high as my own. Why is my ranking always lower than that of my competitors? Especially when the boss asks about it, I have no idea how to answer.

In fact, the root cause of this situation is that the quality of your keywords is not high. The ranking of Baidu promotion is closely related to two factors: keyword bidding and quality.

Bidding is easy to understand, it is nothing more than spending money, but the concept of quality confuses many novice friends, because it is too vague and they have no idea where to start.

In fact, quality is the result of many factors, such as user clicks, the quality of the landing page, the quality of the creativity, etc. Another very important factor is the high-quality account structure we are talking about today!

2. Basic structure diagram of Baidu promotion account

First, let’s talk about the basic structure of Baidu promotion account, see figure:

Many novice friends, after getting an account, don’t care about anything else. They just create a plan, then simply add a few units, and then add all the keywords they can think of.

In fact, after we get the account, the first thing we need to do is to structure our account reasonably. If you don’t draw it, at least you should have such a structure diagram in your mind, which promotion plans should be set up, what each promotion plan is classified according to, how to set up units under the promotion plan, what the units are subdivided according to, and finally add keywords;

3. What does the structure of a high-quality Baidu promotion account look like?

1. Overall flattening

As the name suggests, it is best not to establish only one promotion plan and put all your eggs in one basket. We can reasonably plan different promotion plans based on our own products and company business, which is more targeted. More importantly, we can reasonably adjust our promotion focus for different businesses.

For example, for key keywords, we can extend the promotion time, use split-match bidding, adjust different automatic bidding ratios, promote keywords in different regions separately, set different promotion budgets, add different negative keywords, set different creative display methods, etc.

Another benefit is that the flat structure is beneficial to our clear classification, creative writing is more targeted, and it is easier and more friendly for search engines to understand our product architecture.

2. Clear classification

In fact, this is similar to the keyword layout of our website when we do SEO. First, the main keyword, then the column keyword, and finally the long-tail keyword. The biggest purpose of this is to help users quickly find what they want on our website;

The classification of Baidu promotion account structure is actually the same, allowing search engines to quickly know our account and product architecture, which is very helpful in improving quality.

Our promotion plan can be classified according to different product categories, or different business structures, or according to different regions, different times, and the popularity of keywords. Of course, the premise is that the classification is meaningful, and the most important thing is that it is beneficial to business promotion, which is what we will talk about below.

3. Business related

The purpose of all our account structure optimization is to serve our business, so the account structure is based on actual business, which is valuable, for example:

A. Brand word plan: We can set up a separate plan for our own brand search terms to prevent competitors from using your brand words and causing user loss;

B. Competitive keyword plan: The target users of your competitors are also your target users, so the traffic from searching for the brand keywords of your competitors can be used for your own benefit.

C. Hot word plan: The keywords of the company's main business also have the highest conversion rate, so we should increase our efforts to promote them;

Of course, we can also combine many valuable promotion plans according to business needs. This depends on whether you, a website operator, have product thinking.

4. How to build a high-quality account structure?

After knowing what kind of promotion account structure is high-quality, we will then plan our own Baidu promotion account structure. We can ask ourselves questions from the following aspects:

Before planning, it is recommended to draw a sketch (you can use a mind map), and then compare the sketch to the Baidu promotion, which will be more efficient;

1. What are the major categories of products? What are the classification standards?

For example, for English training, we can divide it by time: long-term training and short-term training; by level: level 4, level 6, level 8, etc.; by target group: primary school, junior high school, high school; by city: Shanghai English training, Beijing English training, Hefei English training, etc.; by different needs: employment, going abroad, exchange, etc.;

Think of all the product categories you can think of, and communicate with people from other departments to ensure that the planned categories you set are in line with user needs;

2. Are there any words that need to be promoted?

Which keywords are you focusing on promoting? You can discuss this with your boss or colleagues. The most valuable keywords should be promoted, so you must make a separate plan.

3. Who are your competitors and what is their brand search volume?

Analyze which competitors are currently in the market, which ones are doing Baidu promotion, how effective they are, and which keywords they focus on. We can use the data reference analysis of the "Competitor Tool" in the Baidu promotion backend to analyze these.

The following is a Baidu promotion account structure template I made for English training. Interested friends can refer to it:

Conclusion

A good promotion account structure is the foundation. It doesn’t mean that without such a structure, you can’t promote your product and Baidu won’t give you a ranking. In fact, a good promotion structure will often reflect your account’s advantages in some very small details, especially when everyone is evenly matched, the prices are similar, and the creativity is pretty good. So it must not be ignored. This is also the thinking that a qualified website operator must possess.

Finally, I would like to leave you with a word of advice: A tall building is built on the ground, and it may be difficult to make a qualitative leap if the foundation is unstable. We should not be too ambitious and focus only on those seemingly advanced techniques all day long, while the most basic things have not been optimized.

Source: He Yang