Baidu bidding promotion account optimization, how to optimize Baidu promotion?

How to grab traffic when placing Baidu bidding ads in 2021? Baidu bidding promotion account optimization, how to optimize Baidu promotion? Feng Chao from Dongguan sorts out his 10 common methods for reference only.

Baidu bidding promotion account optimization, how to optimize Baidu promotion?

01 Add words/websites (industry fixed investment)

Adding words/URLs is the most common method to increase the volume of Baidu bidding. Whether you are a junior bidder or an intermediate or senior bidder, if you want to increase the volume, you cannot avoid adding materials. Add words/URLs, mainly add some words with better conversion. There can be many sources: such as the keyword planner in Baidu bidding background, search term report, third-party webmaster tools, etc. These can all be used to expand words.

It is recommended to add words at least once a month. There is no standard for the number of words. You can add them according to the situation. If the effect is good, you don’t need to add too many. If the effect is average, add more words/URLs.

02 Release Matching

The small quantity means small number of clicks from the perspective of the data analysis funnel model, and the small number of clicks is due to small number of impressions. Therefore, if you want to expand the volume, you need to increase the display first. Display is mainly related to matching and bidding. Therefore, the second conventional method is extended matching. Expanding matching should not be done blindly, but should be based on data. Download keyword data for half a month or a month, and expand the matching mode for words with low display. For example, precise words that have been displayed as 0 for a long time are expanded into phrases, and phrase words that have been displayed as 0 for a long time are expanded into intelligence.

The principle of expanding matching is to loosen the matching if there are few displays.

03 Price Increase

When using CPC bidding, increasing prices is one of the most important ways to increase sales, and it can be said that it has been proven to be effective. However, there is a skill to raising prices. If you add it well, the effect will be significantly improved. If you add it poorly, it will result in high unit price and high cost. Let’s sort out which words should be priced higher.

A: The words that need to be added must be words with better parts of speech. Words with poor parts of speech and intention are generally not added or only added a little;

B: You must add phrase words that are rarely displayed (long-tail words themselves are not displayed much, so there is little point in increasing the price). Short phrases have low display. Except for the fact that the search volume of the word itself is not high, it is usually because of the low price. So you can add a little price to increase its display.

C: The price increase range is 5%-20% each time. It should be increased according to the actual situation. Do not increase it too high at once, but increase it step by step.

D: Increasing the price and changing the match are in a corresponding relationship. If you have released the match, don't increase the price. If you have received the match, you can increase the price moderately.

04 Creative Components

The previous method is to improve the effect by adding words, matching, and increasing prices. The effect can also be improved from a creative perspective. The author's creative component clue quantity effect is very good, so here I will talk about the problem of creative components. There is a clue component in the creative component. It is recommended that you add it to all your accounts. If the effect is good, you can get clues every day. Many people ignore this, I hope people can pay more attention to it.

05 ocpc expansion method

ocpc is a conversion and expansion tool, which everyone knows. After more than two years of development, it is now relatively mature. And the expansion effect is also very good. It is recommended that friends with sufficient budget can give it a try.

06 Crowd expansion

Crowds have many functions. They can not only be used to find high-quality customers, but also to expand sales. Taking the medical industry where I work as an example, after adding the crowd package, conversations often come in and the effect is very good. Moreover, Baidu’s promotion is now focusing on optimizing the Stargazing tool for this audience. I believe there is still a lot of room for expansion in the future. Might as well try it sooner.

07 Kimuyu Ruoliang

Jimuyu can also be expanded. Jimuyu provides many marketing components, which are very practical and beneficial to the results. When Jimuyu was first launched, it was not very suitable for search advertising. However, after more than two years of development, the content is now very rich. Not only does it have diverse components, but both PC and mobile can create beautiful and marketing landing pages.

It is especially convenient for some companies that do not have technical personnel. With Jimuyu, you don’t have to worry about building a website even if you don’t know much about code. The author has several friends who work in traditional industries, and the conversion effect of JimuYu is much higher than that of their own websites.

08 Expanding the number of page conversion components

Conversion components, that is, the conversion method. The current mainstream ones are: online consultation (consultation tools), forms, telephone, WeChat addition, lottery, cards and coupons, etc. In addition, some pages also have text messages, coupons, etc. In short, open up communication channels as comprehensively as possible so that customers can find you as soon as possible after browsing the web.

If you haven't set up some components yet, it is recommended to set them up. Especially the addition of WeChat, it is not only limited to the industry of adding fans. Regular industries can also put WeChat on the page to increase customer acquisition rate.

09 Consulting tool expansion

Consulting tools, we know there are a lot of settings. Settings include: online icon, invitation box, dialog box, message board, bottom-absorbing component. Among these, dialog boxes are more useful, and bottom-absorbing components are more useful for mobile devices. The online icon can be set, but the invitation box can be omitted (it will affect the user experience). The message board is required when the customer service is not online.

The page can also include phone numbers, SMS consultations, WeChat QR codes, official accounts, mini-program codes, and forms to increase customer acquisition rates.

The consulting tool allows customers to write their contact information in the introduction, making it easier for customers to add it. Then the consulting tool can also add a phone calling function to facilitate customers to call directly.

Callback can be added in Jimuyu backend (integrated from the original offline treasure function).

10. Combination expansion (multi-user play/multi-channel play)

Multi-account gameplay, for example, Baidu opens three accounts for one channel, one account runs cpc, one account runs ocpc, and one account runs ecpc. Or there are two households, one household runs cpc+ecpc, and the other household runs ocpc. There are many combinations and you can try any of them, but it is best if the materials of each household are different so that it is easier to compare and find a better method.

Multi-channel gameplay, this is easier to understand, Baidu + 360 + Sogou + Shenma + Toutiao. Based on the characteristics of each channel, you can make refined and differentiated delivery.