Practical methodology to improve SEM bidding promotion effect by 70%!

1. Introduction to SEM bidding

Here, I need to say that from a rigorous point of view, SEM≠ bidding promotion .

Let’s first talk about the definition of bidding promotion:

Promotion bid (English: Promotion bid ) is to promote a company's products and services on the search engine platform in the form of keywords. It is a pay-per-click promotion method. To put it bluntly, it means spending money to buy advertising space.

Next, let’s talk about the definition of SEM.

SEM: It is the abbreviation of Search Engine Marketing, which is translated into Chinese as: Search Engine Marketing. Its basic idea is to use some methods and means to rank our information on the first few pages or the first few positions of the search engine, so that users can see our information when searching for relevant keywords, and then click to visit our website and browse related content.

From this basic idea, we can see that in order to improve the ranking, we can not only do so through paid methods, but also through SEO optimization.

In other words: SEM not only includes paid promotion, but also SEO optimization.

However, there are still some people who think that SEM is SEM, bidding is bidding, and SEO is SEO.

I have also met some bosses and operators myself. When communicating with them, they would say: I want to do paid promotion (bidding promotion), not SEM, not SEO, the SEO effect is too slow.

This is why I need to re-explain the definitions of SEM and bidding promotion first.

2. How to identify bidding ads

If you want to identify advertisements, you only need one trick, which is to check whether there are advertisement words on the four corners or four sides of the information.

This method is suitable for all media platforms, including Baidu, Tencent, Taobao, Toutiao, Sina, JD and other platforms.

Here are two screenshots for you to take a look at.

Now let’s talk about bidding advertising.

In China, the search engines are basically Baidu, 360, Shenma, and Sogou. Other search engines such as Bing and Google are used by very few people.

For 360, Shenma, and Sogou, bidding ads only appear in big searches, which means that you can see bidding ads by searching for keywords.

However, Baidu is an exception. Baidu's bidding ads not only appear in searches, but also on other platforms. For example: the homepage of Baidu Mobile, Tieba, and other search partner websites.

The following three pictures are directly captured from the Baidu promotion background, where you can see the three platforms that appear.

Among them, the search partner website is similar to the previous alliance advertising (the alliance no longer exists and has become Baiyi), except that there is no special background in the bidding background to manage the advertisements displayed on other websites, and management is only achieved through a button.

Through the bidding promotion background, you can manage Baidu homepage traffic, Tieba traffic, and other search cooperation traffic. The homepage and Tieba can set the bid ratio to 0 to prohibit ads from appearing in these locations. The minimum bid ratio for search cooperation traffic is 0.7, which means that there is no way to completely prohibit ads from appearing on other platforms. However, in actual promotion, the traffic brought by other platforms is relatively small, and they cannot be completely banned, but only irrelevant traffic can be reduced.

You can also see the setting range of the bid ratio from the three screenshots above.

During promotion, if you find that the traffic is not accurate, you can check whether the bid ratio of these three traffic platforms is set to the lowest.

Because relatively speaking, the traffic of these three platforms is not as accurate as that of big search.

This is a picture of Baidu's commercial products. If you have corresponding needs, you can activate the corresponding commercial products.

The upper left corner of this picture shows all of Baidu's commercial products. In fact, this picture does not include all of Baidu's paid products. As far as I know, the paid product Baidu Direct Express does not appear in this picture.

These products have different characteristics, and the choice of commercial products depends on your own products, promotion purposes and current marketing plans.

3. What are the levels of the bidding background?

The levels from largest to smallest are: Account, Plan, Unit, Keyword/Creative/URL (URL is divided into keyword URL and creative URL)

Each keyword and each creative can have a separate URL. The creative URL must be filled in, but the keyword URL is optional.

The difference between them is that the creative URL is valid for the keywords of the entire unit, while the keyword URL is only valid for a single keyword. If both creative and keyword access URLs are set at the same time, the keyword URL will take priority.

Account-level settings: budget, target group, promotion area, and account others.

Budget: Set a budget for the account and suspend promotion when the budget is reached.

Population: Identify target populations based on their gender, age, historical behavior, interest tags, or device numbers. Set different bids and creatives for different populations to further segment traffic and achieve refined delivery, thereby increasing clicks and conversions.

Promotion area: Based on your own products or services, set a reasonable promotion area. You can choose the promotion area according to specific provinces and cities.

Other account information: basic settings, precise matching extension, search partner network, Baidu homepage traffic, Baidu Tieba traffic, same platform display, target customer follow-up investment, etc.

Plan level settings: name, budget, time period, region, and others.

Name: Set the plan name based on the product, service or region. For example, Shanghai-bidding training, Shanghai-SEO training.

Budget: Set a reasonable budget for the plan and control the consumption of this plan.

Time period: The promotion time is generally determined based on our target customers’ online time and customer service working hours.

Region: The region setting under the plan can select the account promotion region, or set the region for promotion of this plan separately.

Others: mobile/PC bidding ratio, creative display method (rotation and optimization), negative keywords, good word quick delivery status, device (you can choose PC or mobile to deliver separately), etc.

Unit level settings: name, unit bid, mobile/PC bid ratio, and negative words.

Name: Classify keywords by attributes, for example, manufacturer, price, features, cases, etc.

Unit bid: When no bid is set for a keyword, the unit bid will be used by default instead of the keyword bid; however, in practice, unit bid is rarely used.

Mobile/PC bid ratio: You can choose to use the planned mobile/PC bid ratio, or set a unit mobile/PC bid ratio for a unit.

Negative words: negative keywords, used to block invalid search keywords.

There are two types of negative words: negative keywords and exact negative keywords.

Negative keywords: Your promotion results will not be displayed if and only if the netizen’s search terms completely contain negative keywords.

Exact negative keywords: Your promotion results will not be displayed if and only if the netizen’s search term is exactly the same as the exact negative keyword.

Keyword settings: keywords, bids, matching modes, access URLs, URL settings.

Keywords: The products and services of the company to be promoted.

Bid: You can set a bid as needed

Matching mode: There are three types of keyword matching modes: exact match, phrase match (exact inclusion, synonym inclusion, core inclusion), and broad match.

URL settings: You can set PC access URL and mobile access URL.

Creative settings: title, creative description 1, creative description 2, access URL (mobile access URL)

Creativity: You need to write creativity based on the keyword parts of this unit. For example, for price-related words, you need to write information that includes prices to attract visitors to click and increase traffic.

Access URL/Mobile access URL: You can fill in the corresponding landing page URL based on the creative points you wrote. If there is no URL set for the keyword, when a visitor clicks on the ad, he or she will be redirected to the landing page corresponding to this creative.

Simply put, maybe everyone still doesn’t have a clear concept of what a title is, creativity, and keywords. Below is a screenshot with my annotations on it.

▲Piaohong’s bidding training Zhengzhou bidding training is the key word.

4. Bidding ranking rules and fee deduction formula

Ranking rule: quality x bid

Billing method: CPC = next person's (bid * quality) ÷ own quality + 0.01

Quality influencing factors: click-through rate, page relevance, and landing page experience.

The three influencing factors are:

Click-through rate: ranking, creative appeal, and the match between keywords and search terms;

Page relevance: the relevance between the keyword and the landing page;

Landing page experience: page viewing time, page views, bounce rate, etc.

5. What are the main tasks of bidding promotion?

There are three main types of bidding work: one is account operation; two is data statistics; three is data analysis .

Account Operations:

If it is a new account, you need to set up the account. The work includes building plans, units, dividing keywords, writing ideas, and adding advanced ideas.

The tasks after setting up the account include: adding and deleting words, rejecting words, modifying/deleting creative ideas, adjusting plans/units, blocking IP addresses, and designing and adjusting landing pages.

Statistics:

Impressions, clicks, consumption, click-through rate, average click price, number of leads, transaction volume, and transaction amount.

Data Analysis:

The first is to compare data by time period, conduct analysis, find problems, and stabilize the promotion effect. The second is to analyze data such as conversion words and inquiry words to improve the promotion effect.

Source: Gupo Learning Society