How to expand keywords through bidding promotion? How to accurately detect invalid traffic?

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

Refer to the recommended bids in Keyword Planner and Baidu Backend. However, due to selfish reasons, general promotion platforms will recommend bids that are much higher. Therefore, it is recommended to refer to the keyword planner. Then you can bid based on the different categories of keyword purchasing intentions.

But please note that the price of the keyword planner is definitely not official. It is just an initial suggestion for reference. After the data stabilizes, it will still need to be further adjusted according to the exhibition point consumption.

First of all, invalid traffic is inevitable in the bidding promotion process. What we need to do is to control the invalid traffic.

For example

Xiao A searches for “bidding learning website” on Baidu, and your ad creative is displayed as “ bidding learning website XX brand creation SEM manager understands marketing, is good at practical operations and has precise strategies ”. Xiao A thinks it meets his needs, so he clicks on it.

But you say: Will little A be converted? Won't. From the keywords, we can infer that Xiao A just wants to find a bidding website, but he is not very interested in signing up for bidding training.

Therefore, Xiao A can call it invalid traffic.

If we want to avoid this kind of invalid traffic, we can write in the creative: " Learn bidding website, understand marketing, be good at practical operations and have precise strategies. You can become a bidding supervisor in 40 days for only 4,000 yuan ." In your creative, highlight the price to avoid clicks from people who want free traffic.

Common traffic control methods include: creative control, demand control, and bid control.

There are many ways. We won’t talk about keyword planner, everyone knows it. Like competitor analysis, Baidu drop-down box, Baidu index, Jinhua tools, etc. Of course, we have to mention the "word segmentation tool" developed by Houchang Network , which has everything for word expansion, word screening, and word segmentation!

This word segmentation tool is based on the word segmentation logic developed according to the root level. The word segmentation automatically obtains a reasonable account structure without the need to manually set the word segmentation rules. The single word segmentation quantity can reach tens of thousands. The software can also adjust the plan, unit, and keyword levels according to needs. The operation is simple and convenient!

The biggest fear when building multiple accounts is that the accounts cannibalize each other's traffic instead of complementing each other.

Therefore, when setting up multiple accounts, try to differentiate the words between different accounts, and make sure the settings such as bidding, matching, creativity, and pages are different!

If you have multiple accounts for a single product, when setting up the accounts, you can divide the accounts into three categories: "large, medium, and small", and adopt different promotion strategies for different accounts.

If you have multiple products and multiple accounts, when setting up your account, you can divide the products into "key products and non-key products" for construction.

For example, if you have 10 products, you can set up 5 accounts, 3 to promote key products, 1 to promote non-key products, and 1 to promote non-key products, so that there is a primary and secondary distinction between accounts.

Of course! Here are two tools recommended, one paid and one free: ptengine and Baidu Statistics.

Let’s talk about the paid one first - ptengine.

Through ptengine, we can see where users are lost in large numbers, what percentage of users browse to which screen, and we can also segment them, for example, to see where users in Beijing are losing a lot of browsing pages.

Then we test these ideas through experiments to see if the final churn rate is smoother.

The second is free - Baidu Statistics.

In the background of Baidu Statistics, there is a page click graph, which is displayed in the form of a heat map, and can also be filtered by time and device.

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