6 practical skills for SEM promotion, apply them and the effect will be steadily improved!

There are a wide variety of Baidu backend optimization techniques on the Internet, most of which are quite standard and are usually derived from the official ones.

Since I have always been skeptical about the official information and products, I will verify new rules and products as soon as possible. So in this article today, I summarized some tips and personal experiences . These methods are often different from the official answers, but I found that the effects are good after actual use.

After all, the information provided by the platform is often applicable to most people, and each promotion account has its own personality, so with a skeptical attitude, many optimization strategies need to be tried personally to verify the results.

1. Not every keyword needs to rank first

First of all, let me popularize the concept of cost here. Many people subconsciously think that the core keywords in the account must be ranked first when adjusting prices. What I want to remind you here is that all rankings are linked to costs, and the bid cost for the first place is always the highest.

This can be very dangerous if you don't calculate your ROI (return on investment). Even if you rank first and have people clicking on you and visiting you, it may not necessarily produce any effect. After all, your click base is the prerequisite for your effectiveness. Imagine if an account has 10 clicks a day and it is ranked first, will it be effective?

In addition, apart from the concept of cost, let's analyze the access habits of general users.

Many people think that the ad ranked first will be clicked by the most people, but one click does not mean that the click is a valid click, even if I can afford the cost of the first place.

Personally, when I visit Baidu, I will first browse the first three natural ranking results, and then look up to see the second and third websites in the advertising results. The third-ranked ad position is the closest to the natural results and is also the ad position I click most often.

Here I also looked up some recent authoritative statistics on the Internet to prove my point. According to current statistics on the Internet, 57% of paid clicks go to the number one ad position . The other 43% of ad clicks are distributed among the remaining ad slots.

For example, the four promotion positions in the figure below are all our clients (we are a professional agency company, and the tourism industry is the optimization industry that our company excels in). After testing on the same day, the same keywords were assigned to different positions, and there was basically no obvious difference in CTR. It can be seen that the value of the top four ad positions is actually similar, which also confirms that ads that are not ranked first can get more click probability.

To sum up, I think the best ad position is between 2 and 4. The strategy is to squeeze into this ad position range at the lowest cost through continuous optimization.

Here is my general optimization process:

1. Use Baidu's automatic bidding tool to set automatic bidding until you rank first.

2. Turn off automatic bidding, formulate reasonable strategies, and adjust prices manually.

3. Deep optimization to find the right ranking point.

Let’s sort out why the second and third place positions bring better returns. The logic is this: the clicks in the first place are more of query-type click demands, and the clicks obtained in the remaining positions have a higher possibility of potential monetization.

When purchasing a product, all users will not choose only one store and place an order immediately (except in special emergencies or special industries), so in theory the probability of the ads above being clicked should be the same.

Users who are looking for answers to questions online will leave after finding the target webpage. However, it is different for shopping. They will open several pages to compare and enjoy the fun of shopping. Therefore, ranking between 2nd and 4th can effectively filter a batch of query-type search traffic and increase the chances of potential users (who are interested in products and services) clicking on the website.

2. Tips for creative location

I believe everyone understands that the bigger the better. The same is true for creativity. The larger the space occupied by the creativity, the stronger its ability to attract clicks.

The way to increase the size of creatives is to make full use of the advanced styles of Baidu backend, such as Fengchao headlines, flash investments, etc. The more advanced ideas you have, the stronger the effect of the creativity will actually be. Most users will choose to expand their creative ideas based on whether there is corresponding content on the website, but my suggestion is that all advanced styles are generally applicable, even if it means modifying the website content.

What I want to say here is that the bigger and more grand your creativity is, the more professional and strong it will seem to clients. Relatively speaking, the probability of getting consultation will be greater, so you must pay attention to it.

3. Lower your bids for high CPC keywords

Generally speaking, we believe that when the account-based keywords with higher rankings remain stable in one position for a long time without much fluctuation, we can consider reducing the price.

Generally, the prices of keywords with relatively stable rankings are inflated, and we can use this to help us reduce ACP.

Here I suggest that the price of words with high ACP can be reduced by 15% to 20%.

The impact on rankings will not be significant, but it can effectively increase the click volume of the changed words (this is based on personal experience, please pay close attention to rankings and data when trying this).

This approach will increase CTR and reduce CPC. The keyword ranking will actually only drop slightly, but the cost will be reduced by about 75%, and ROI will also be greatly improved.

In fact, further optimizing these keywords can further reduce costs, so I strongly recommend that you avoid paying unlimited high prices for core keywords. The more you spend, the more clicks you will get . Even ranking first on the first page may not be the best strategy.

4. Efficiently use typos to expand traffic and effects

Many times when we observe our own search term reports, we find that a lot of the traffic matched by the core words are actually typos.

Since the current input methods are rather tricky, netizens often make a lot of typos when describing their needs, such as typing "Alipay" as "payment package".

However, due to the existence of matching methods, we often spend a high price on the correct keyword to buy a wrong word that could have been sold at a low price.

What I want to suggest to everyone here is that based on my personal experience, I will make a special promotion plan for typos , and single out some common typos for promotion. Experiments have shown that this can often reduce a lot of promotion costs, and you can also give it a try.

5. Choose keywords and negative words reasonably

There are three types of keywords that users search for:

1. Query type: Keyword phrases used to search for relevant information before purchasing.

2. Competitive categories: Search for keyword phrases for specific brand words.

3. Commercial: Keyword groups searched when a purchase is about to be completed or before a purchase is about to be made.

When your ad is matched by a query search, it is very likely that the user who clicks it will not buy your product or service. Such words can be left to your natural ranking results.

The following is a list of common negative phrases, which are basically applicable to all walks of life:

1. Question type (what? why? when? where? how? where? which? good? etc.)

2. Noun type (strategy, pictures, tutorials, free, etc.)

Note: You can also refer to the "demand map" of Baidu Index, which is a very good tool for negative words.

6. Make each adjustment plan in a planned way

The following is the plan our company makes when optimizing customer accounts, which is divided into daily, weekly, and monthly tasks . It will not go into specific details, but will be a little more macro.

Daily optimization work includes:

1) Keyword bid analysis and adjustment.

2) Analyze the search term report and identify new negative keywords.

3) Adjust keyword matching methods based on keyword search data.

4) Refer to the official backend information reminders and system recommended keywords.

5) Improve keyword quality scores

Weekly optimization work includes:

It is very important to adjust your delivery plan regularly. Here are some things I recommend you do once a week:

1) Reasons for changes in click-through rate and make corresponding adjustments.

2) Delete/adjust ad creatives for low CTR campaigns/units.

3) Delete/adjust keywords of low CTR plans/units.

4) Analyze the reasons for changes in conversion rate and conversion rate loopholes, and make corresponding adjustments.

5) Adjust budget settings if necessary.

6) Analyze the proportion of display volume in the industry and make corresponding adjustments.

Monthly optimization work includes:

Monthly optimization will dig deeper. Basically, I will combine the data from Baidu Statistics to carefully explore where the improvement points for the next month are. In addition to daily and weekly optimization work, the following things need to be done monthly:

1) Data analysis and optimization of advertising creative styles

2) Analyze 24-hour reports every day to adjust bidding strategies

3) Analyze the 7-day report every week to adjust the bidding strategy

4) Use user location reports to adjust bids

5) Analyze the indicators with the largest monthly fluctuations and their causes

6) Optimize the bounce rate of the arrival page

The above is a summary of some personal experience in promotion, I hope it can be helpful to everyone. If you have any questions, please leave a message.

Source: Pan Qiuchen