Bidding promotion: What should I do if my bidding account has high costs and low traffic?

Everyone is very familiar with bidding accounts, but as an excellent optimizer, do you know what super skills are required?

In addition to excellent personal ethics, of course, you must be proficient in account analysis.

SEM is a large category, and account analysis knowledge is only a part of it. Only when you are proficient in every part can you become a truly excellent optimizer.

Next, I will share with you how to analyze bidding accounts layer by layer and improve the results !

The analysis will be conducted from account level, plan level, unit level, keyword level, creative level and website level in turn. Everyone should sit down quietly and listen to the key points!

The account is mainly analyzed in two dimensions: account budget and promotion area.

Daily budget analysis

If consumption exceeds the daily budget, we can control it from the following 8 aspects:

1. Increase your account’s daily budget

2. Reduce the number of account promotion areas

3. Reduce the daily budget of some plans

4. Reduce the planned promotion period

5. Lower keyword bids

6. Reduce the number of keywords you place

7. Modify keyword matching method

8. Pause some plans

If the consumption does not exceed the budget and there is sufficient budget, you can test the effect of the delivery from the following 6 aspects:

1. Increase the account promotion area

2. Increase the planned daily budget

3. Increase the planned promotion period

4. Increase the keywords you place

5. Increase keyword bids

6. Modify keyword matching method

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.

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.

Promotional regional analysis

First, we need to determine whether the current promotion area is in line with the company's business scope. If it is, there is no need to change it and we can make adjustments based on the conversion effect. If it is not, we need to modify the account promotion area based on the company's business scope.

The planning level mainly analyzes four dimensions: planned budget, promotion area, promotion period, and planning structure.

Planning and Budgeting

The analysis of the planned budget is similar to the account budget analysis. What methods should we use to optimize if the budget is exceeded, and how should we optimize if the budget is not exceeded?

Over budget:

1. Reduce the planned promotion area

2. Reduce your daily budget

3. Reduce the planned promotion period

4. Lower your keyword bids

5. Reduce the number of keywords you place

6. Pause some units and keywords

On budget:

1. Increase the planned promotion areas

2. Increase the planned daily budget

3. Increase the planned promotion period

4. Increase keyword bids

5. Increase the keywords you place

Promotion area

Determine whether the current promotion area is in line with the company's business scope. If so, do not change it and make adjustments based on the conversion effect. If not, modify the account promotion area based on the company's business scope.

Promotion period

Check whether the promotion period is consistent with the online time of the company's network customer service personnel. If not, modify the promotion period based on the company's arrangement of the online situation of the network customer service personnel.

Program Structure

Analyze whether the plan division is reasonable and the structure is clear. It can be divided according to the promotion ideas, or modified according to the nature of the product, regionality or seasonality.

The unit level mainly analyzes three dimensions: bidding, structure division, and negative keywords.

1. Bid analysis

To avoid unnecessary waste, check whether the unit bid is too high. If so, the bid needs to be lowered.

2. Structural analysis

The unit structure is divided according to the keyword parts of speech and whether the unit division is detailed.

By the way, let me explain to you what parts of speech are.

Take the B2M Division’s SEO and website maintenance business as an example:

SEO optimization company, SEO promotion company, SEO network company, these are words of the same part of speech (SEO+company).

Website maintenance costs and website maintenance companies are words with different parts of speech (the former is website maintenance + costs, the latter is website maintenance + company)

Negative Keywords

Query the search term report to see if there are any negative keywords that need to be added. You can add negative keywords and expansion keywords. You can also adjust the keyword matching mode based on the search term report.

The creative level is mainly analyzed through four dimensions: creative status, creative quantity, creative content, and access URL

Creative State

Check whether the creative is in a state that is not suitable for promotion. If so, you need to modify it according to the background prompts.

Number of creative ideas

To ensure normal promotion and effectiveness of creative ideas, it is recommended that each unit has at least 2 creative ideas, and 3 to 5 creative ideas per unit is optimal.

Creative Content

1. Check whether the creative idea is relevant to the keywords. Write the creative idea based on the keywords in the unit.

2. Title: Describe whether sentences 1 and 2 are coherent.

3. Is the idea attractive to potential customers?

4. Whether the use of wildcards and sentence breakers complies with the rules

Access URL

1. Check whether the access URL is available every day. If there is an unavailable URL, you must contact the website service provider to modify the article or optimize the website.

2. Check whether the visited URL is relevant to the creative content, and check whether the bid for key keywords can guarantee the promotion ranking through actual promotion.

There are five dimensions for keyword level analysis: keyword quantity, keyword status, keyword bid, keyword matching mode, and keyword quality.

Number of keywords

Check whether the number of keywords is sufficient to cover potential customers. If not, you can add keywords by relying on reference tools such as search term reports, keyword recommendation tools, Baidu related searches, etc.

Keyword Status

1. Is there any status that is not suitable for promotion? If so, make modifications according to the background prompts.

2. Whether there is an invalid search status, increase the bid so that the bid is higher than the minimum display price.

3. Is there a low search volume? If so, it means that the keyword is too unpopular and cannot be displayed temporarily. It is recommended to use the keyword recommendation tool to find similar words to replace

Keyword Bidding

1. Is there a default bid, such as <1.00>? If so, it means that the bid has not been adjusted and the keyword ranking needs to be checked.

2. Whether it is competitive. Through actual promotion, check whether the bid for key keywords can guarantee the promotion ranking.

Keyword matching mode

1. Broad match and phrase match have negative keywords, and adjust the keywords based on the "golden combination"

2. Is the matching mode single? If yes, you need to modify the matching mode of some keywords according to the promotion needs.

Keyword quality

The percentage of keywords with a quality score less than 3 stars in the total number of keywords is counted. If the proportion of 3-star keywords is less than 75%, the account quality needs to be optimized and needs to be optimized by adjusting the factors affecting the quality.

The website mainly analyzes six dimensions: website opening speed, website article quality, article content relevance, website interaction convenience, contact information, and online customer service.

Website opening speed

Use the "Promoted URL" function in Baidu Statistics to check the opening speed of the promoted URL. Optimize pages that open slowly: modify page content, reduce page elements; find a website service provider to optimize the website.

Website article quality

For the quality of the article, we need to analyze 2 points:

1. Analyze whether the article is attractive to customers

2. Will customers continue to visit (bounce rate)

It can also be optimized from two aspects:

1. Optimize by checking whether there are pictures, whether there are too many words, whether there are internal links, etc.

2. Check the "Bounce rate of visited pages" in Baidu Statistics to see if the page bounces more than 60% twice. If so, it can be judged that the article quality is poor.

Website content relevance

Check the relevance of keyword-creative-visit URL,

The core content of keywords, creativity, and access URLs must remain consistent. If there are no articles related to keywords or creativity, please ask the website editor to add them.

Website interactive convenience

1. Is there a business bridge or other communication tools? If not, we recommend that customers install Baidu Business Bridge for free.

2. Whether it is convenient for customers to use the tool - ensure that the consultation window is beautiful and conspicuous to provide convenience for customers to consult

3. Whether the online customer is online - ensure that there is a dedicated online customer service during the account promotion period

Contact Details

The main contact information includes: company address, telephone number, email, QQ, WeChat, electronic map, etc. The most basic requirement is to have a clear contact number.

Online Customer Service

1. Network customer response speed

2. Provide professional answers to the company's products

The company mainly relies on its own training of online customer service to improve the skill levels in these two aspects.

Finally, here is a mind map that sorts out the influencing factors of each problem. You can refer to it to optimize your account!

Having said so much, account optimization still focuses on ideas and practical operations, and achieves a desired result through continuous testing. The second is traffic layout, bidding, matching, cost...

No matter what stage you are in, whether you are a novice or a veteran, you should be results-oriented rather than just focusing on the present.

Source: Baidu Industry Exchange