With a low budget and high bid, how can you play Baidu bidding promotion?

Recently, I have sorted out several of the most frequently asked questions about Baidu bidding promotion, and I would like to share my insights with you~~

1. The account has not been moved, but there are suddenly no conversations, and the overall conversation rate is also decreasing. What is going on?

Just because you haven't changed your account doesn't mean your traffic will continue to flow as normal.

Traffic flow is affected by many external factors. For example, industry changes, malicious clicks by competitors, strategy changes by competitors, and so on.

But if a general account suddenly stops communicating, we can check the following three factors:

1. Arrival rate

Arrival rate is a very common factor affecting conversation rate and is relatively easy to troubleshoot. The main factors affecting the low arrival rate are:

1) Web page opening speed

In today's era, websites die in 5 seconds. There are two commonly used tools to check website speed:

▲ 17CE

Enter the URL you want to query to find out the opening speed of each region. As shown in the figure below.

▲ Baidu Statistics

In Baidu Statistics, the promoted URL speed will also show the average opening speed of the web page.

2) Account URL error

URL errors can also affect reach. A few days ago, a group member came to Tuzi and complained that there was an error in the URL the night before, and he didn’t find it until noon the next day, causing him to lose a lot of clues.

This is a meticulous job and there is no good solution. Just be more careful.

2. Malicious clicks from competitors

Malicious clicks are a pit that all bidders cannot avoid. If you are unlucky enough to encounter this, congratulations, not only did you waste money but you also got no effect.

Generally, there are three types of malicious clicks:

▲ Multiple visits from the same IP

▲ Multiple visits from similar IP addresses

▲ A certain keyword is visited a lot in a certain period of time

Generally speaking, there is no particularly good solution to deal with malicious clicks. You can only rely on discovering it in time and manually blocking it using the Shangdun tool. For example, if a certain keyword is maliciously clicked, you need to deny the word or suspend the plan in time.

3. Poor traffic quality

The main manifestation is a decrease in high-intent traffic and an increase in low-intent traffic. For example, high-priced words are matched with low-intent traffic or junk traffic suddenly increases.

For example, in the picture below, there are some franchise words with relatively clear intentions, but they match some traffic with unclear intentions.

So what should we do in a situation like this? Follow the picture and operate!

2. Baidu blocks invalid clicks. What should I do if the number exceeds 50%?

First of all, we need to distinguish where you found the invalid clicks?

If you find that invalid clicks exceed 50% from the search term report, it is recommended that you find the invalid words as soon as possible and negate them, or close the matches to reduce the invalid traffic.

If it is from the invalid click report in Baidu backend, then don't worry about it. The invalid click reports include many categories. For example, if a visitor clicks more than ten times in a row, you may only be charged once, and the other nine clicks will be filtered out by Baidu. However, the remaining nine clicks will still be counted in the invalid click report.

For example, if this IP address is clicked 6 times in a row on the same search result, it may be filtered by Baidu 5 times.

Of course, you can also set up IP policy display blocking in Shangdun to avoid this situation.

3. The bidding traffic is getting worse and worse, but the boss wants you to produce results. How can I convince the boss to switch to other channels?

Since you want to persuade, you naturally need a set of persuasive logic. So we can completely understand this question as " How should I write a promotion plan ?"

However, my dear friend, due to limited space, I cannot teach you how to write step by step. I can only tell you the general direction.

A perfect promotion plan = what to do + how to do it + how to do it better

1. What to do – determine the promotion goal

If we want to do a good job, we must first learn to break down our goals and digitize them.

For example, if the boss says that the marketing department needs to complete 10 million leads this year, then you should write it like this:

There are specific time points and goals.

2. How to achieve the goal

After determining the promotion goal, you need to consider the distribution channels, search engines? Information flow?

For example, if you want to give up bidding and change channels, then you need to think about whether to completely abandon Baidu bidding? Or should we only launch the second and third stage words? Which channels should we change? What purpose do you hope to achieve by changing these channels?

3. How to do better - creativity

After breaking down the goal, we assume that if we want to complete 1,000 valid leads a day, Baidu needs to contribute 600 a day, which requires 2,000 clicks. So in the third stage, what we need to consider is how to get 2,000 valid clicks. Should we add more keywords or change the creative presentation format?

If you can think through the above three questions clearly, the promotion plan will basically not be a problem. Here, the editor has made a mind map for your reference.

The reason why most bosses do not agree to open new channels is simply because they are afraid of wasting money, but this is unavoidable. If your boss still disagrees after you have completed your promotion plan, it is suggested that you resign. How can a company develop without a boss with a long-term vision?

Of course, those who have a bad promotion plan and insufficient ability are excluded. Please know yourself correctly~~

4. What should I do if the budget is low and the keyword bid is high?

Here we need to distinguish: What kind of traffic do I want? What traffic do I not want? Which words command high bids? Which words have the lowest bids?

The value of each word and the traffic it can bring are different, so the bid we give it should also be different. Not all words have to be priced high.

So, we can categorize keywords based on their level of intent:

▲ Industry words: They have a large volume, but their intention level is also very low, so we can bid lower for these words than for second-stage words such as price words.

▲ Short-tail words: Although it is not easy to match spam traffic, it cannot be completely ruled out. I may also run it at a low price, using the phrase core as a drainage word. As long as its average price is within my acceptable range, I will continue to run it and filter out high-conversion words for the next step.

▲ Brand words and price words: For words like these, the intention level is high, so I might choose to pay a high price to rank them, especially brand words. These words are mainly responsible for acquiring accurate groups of people and high probability conversion.

5. The bounce rate of the information flow landing page is very high. What should I do?

Bounce rate calculation formula: Bounce rate = number of times you leave the site after visiting a page / total number of visits

Generally, the landing page of information flow ads is an independent page, but this page is embedded in the root directory of the website, so it is normal to have a high bounce rate. For landing pages in information flow ads, the quality is mainly judged by the length of time the page stays and the conversion rate. Therefore, the bounce rate is not such an important evaluation indicator for information flow ads.

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

Source: Houchang College