Bidding promotion: How do bidders optimize the average price of keywords?

Here, the editor has compiled a wave of common bidding problems. Let’s take a look to see if there are any problems that are bothering you.

1

Currently, most of the words in the account are core words. I am rejecting words every day, but there is still a problem of chaotic matching. I have tried to modify it to be more precise, but the traffic dropped sharply. How can I solve this problem?

Dear reader, from your description, your account should have been in a state of increasing volume, so it is normal for the matching to be chaotic. If you want to control it, you still need a promotion strategy. For example, how much is the budget for this account, which words are promoted, how much to bid for each type of word, the matching method, etc.

Currently, the easiest way to operate is to run synonyms, and then select a part of the core words to run the core. This can be implemented quickly and is easy to control.

2

The click-through rate of the information flow is good, and the marketing page also has a form, but the number of forms is unstable. How to solve this problem?

The number of forms is unstable, which is mainly related to the quality of traffic and landing pages . The quality of the traffic and the content of the landing page determine whether the traffic can be converted.

Traffic quality is generally related to creativity. Especially for information flow promotion, we must pay special attention to the characteristics of traffic when writing creative ideas.

For example. What do you think is the difference between the following two ideas?

• With an annual income of 500,000, this laundry shop owner earns more than company executives!
• This is the real entrepreneurial project that makes money quickly, with zero cost and zero fees

The first one is mainly to attract experienced people who don’t care about the investment cost, but only care about how much money they can make in the end, so they use “500,000” to attract users’ attention; the second one is mainly to attract novices who have entrepreneurial intentions but do not have clear goals and not much funds. Therefore, the copy did not specify any projects, but only highlighted the selling point of "zero fees".

The above two ideas seem to be similar, but they determine the degree of traffic intention and the design direction of the landing page.

As for how to exclude landing pages, you can optimize them through the page heat map in Baidu backend. Let the data speak for itself to determine the best placement for your form.

3

What should be considered when optimizing keyword click prices?

Bidding is a systematic project, and all aspects are inextricably linked. Generally speaking, we can optimize from the following perspectives:

1. Higher than average price

High conversion. Optimize creatives for keywords with higher-than-average prices and higher conversion rates to increase click-through rates; lower prices after click-through rates increase.

Low conversion. Lower the price of keywords with high average price, only 1 click, no conversion for a long time, and low intention, so as to reduce costs.

2. Below average price

Add words. You can add some cheap words to increase the display.

Raise prices. Raise the price for words with lower-than-average price but higher conversion rate to improve ranking.

Optimize creative. For words with lower average prices, you can optimize the creative to increase the click-through rate.

4

What reports are needed at work and how to do them?

There are many tables, but I think these two are enough for common use. Marketing process table and customer service data table.

The marketing process chart, as shown below, requires daily statistical data and can effectively observe the daily performance of the account. We use the "Pivot Table" function in Excel to analyze the data.

As shown in the figure below, we can filter the dimensions through the pivot table to contrast the data, which helps us find problems in the account.

The second customer service data table. This also requires daily statistics, the purpose of which is to prepare for future promotions.

5

The form received 100 calls, but only 10 of them turned into orders. Is it a promotion problem or a customer service problem?

Well... in this case, of course, the data speaks for itself.

1. Check the traffic first. By analyzing the search term report, you can see the degree of match with your keywords.

2. Then check with customer service. Mainly through chat records. By checking the records, first check the customer's conversion intention level, and then check the customer service language problems.

To give a simple example, which of the following do you think will generate a higher conversation rate?

• Hello, how can I help you?
• Hello, what's your bra size? I can recommend one to you.

It must be the second one. So, let’s stop arguing and talk data.

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

Source: Houchang College