Information flow advertising: budget 400, keywords 2W+, how to promote?

This week, the editor has sorted out several difficult questions that everyone has encountered recently for your reference.

A budget of 400 yuan is definitely not enough to support your 20,000+ keywords, so the first step is to filter out keywords.

Open the search term report and filter out those words with " high average price and only 1 click, no conversion for a long time, and low intention ". Try to control the number of keywords to 5K or others. This number is not fixed and needs to be determined according to your industry situation.

After screening, the keywords are segmented into major categories such as "collecting information, product comparison, and brand purchase". Then, based on these three major categories, the keywords are further segmented. The more detailed the better!

For example, for words like "which one is better", you can further subdivide it into "region + which one is better".

In addition, if the budget is reduced and the keywords have changed, you will also need to rearrange your traffic.

For small accounts, the recommended traffic layout is: 20% for information collection, 50% for product comparison, and 30% for brand purchase .

As for the budget allocation and matching method for each word, you need to analyze the past data to determine which words convert well and which words convert poorly , and then optimize the account.

How much does the word cost? This is a question that many bidding novices will ask. There is no good way to do this. You can only make your judgment based on the system's recommended bid, which is generally 80% of the system's bid , and then adjust step by step based on the results.

So how do you judge whether the bid is reasonable? Based on later data.

For example, if the click-through rate of one of your units is particularly high, but the conversion rate is not good, you can appropriately lower the keyword bid in this unit; if the display of a unit is very low and the click-through rate is average, you need to increase the price appropriately.

Data is always the fairest judge.

The above is a very typical problem. Avoid being aimless when optimizing. Since I can't see exactly how you optimized it, I can't make any specific suggestions.

Therefore, a set of general optimization methods is given for reference:

1. Check the quality of search term traffic to see if there are many invalid words in the search terms;

2. Check whether there are any malicious words. If there are any, reject them immediately.

3. Is there a small amount of high-intent traffic? If so, you can increase the amount appropriately.

It will be affected, and CPC bidding will have a greater impact, because CPC bidding is the average bid for targeted traffic, and the targeted population pool is fixed; OCPC has a small impact, the system will automatically optimize the traffic pool and look for high-conversion populations based on the conversion rate of the targeted and creative populations, and the system will automatically expand to target high-click populations of creatives, that is, even if the targeting is the same, the creatives are different and the resulting traffic will also be different.

Wildcards have a certain impact on the account because the keywords involved are displayed to visitors in red. You can check whether other keywords in the unit are smooth after matching the creative. It is recommended to have 3 or more creatives in one unit, and there can be a separate one for long words.

The above are the five questions compiled by the editor. If there are any shortcomings, you are welcome to point them out!

Author: Little Rabbit

Source: Houchang College