Bidding promotion has no effect. How to adjust Baidu bidding if it is not effective?

In 2021, many people say that Baidu bidding is difficult to do. In fact, it is not a problem with the bidding model itself, but the situation has changed. The core elements of bidding have not changed, which are still words, creatives and pages. However, external environments such as visitor psychology and AI algorithms have changed, so you can only go with the flow. Going the old way will lead to a dead end. If the bidding promotion is not effective and Baidu bidding is not effective, how to adjust it? Now Feng Chao from Dongguan will share a few points with you.

Bidding promotion has no effect. How to adjust Baidu bidding if it is not effective?

First: You have a large budget in your account.

Then invest mainly in OCPC. If your budget is less than 500, it is recommended not to invest in OCPC, but mainly in CPC. The core of CPC investment is to control the average price. We recommend wide matching + low bidding. The core of Ocpc is conversion cost, that is, CPA. It is recommended that you optimize the landing page.

Second: increase revenue and reduce expenditure.

The so-called open source means expanding the volume, and CPC expansion means wide matching, and then you also need to optimize the landing page to increase conversions. Ocpc expansion means turning on automatic expansion, balanced or active. Ocpc can add more words, which will help expand the volume. Saving money means controlling waste. Controlling waste mainly involves: 1. Deleting words that are not related to the business; 2. Turning off some small traffic switches in the background, such as personalized recommendations, search intent positioning, same-platform display, etc. These traffics are generally of poor quality and can be turned off; 3. Strictly prevent malicious points. If the account has obvious signs of being attacked by malicious points, adjustments must be made to reduce waste caused by malicious points.

Third: Whether it is cpc or ocpc, it is recommended to create more pages .

In the future, the bidding competition will definitely be a competition of page planning. The front-end bidding and matching are all handed over to the system, so the page is definitely the top priority. You must be familiar with Jimuyu. If you don’t know how to make a Jimuyu page now, it would be too low.

Fourth: OCPC and ECPC

No one's results are necessarily better. You won’t know until you try it. Moreover, ocpc itself is constantly upgrading, so you should always pay attention to product upgrades. As you can see in the background, you can try more to upgrade ocpc and summarize the experience and lessons from the attempts.

Fifth: Baidu is not effective enough, so we have to rely on small searches. In particular, we can focus on headlines. Sogou, 360 and Shenma are not as effective as before. The focus can be Baidu search + Toutiao search. The delivery logic of Toutiao bidding ads is different from that of Baidu. You can refer to the delivery method of Toutiao information flow.

Sixth: Data analysis of CPC and OCPC accounts

From display to click to consultation to telephone enquiry. Many people don’t even pay attention to the first step. Display is still very important for cpc bidding. In Cpc mode, words that are not displayed need to be matched and priced higher. In ocpc mode, display is not particularly important, but it is recommended to make a report based on ocpc data to analyze the rise and fall of indicators. The diagnostic report provided by the background is also of certain reference value.

Seventh: About the big search delivery page.

Now many industries have started to use Jimuyu for big search, which is acceptable. The main thing is to compare the effects. If the Jimu fish works well, use the Jimu fish. If your own website works well, use your own website. The conversion components on the page include: phone, consultation, form, WeChat, SMS, etc. These should be used flexibly.

The above is why bidding promotion has no effect. How to adjust Baidu bidding if it is not effective? The specific content of Baidu bidding has changed a lot compared with previous years. The biggest difference is that your hands are freed. To do well in Baidu bidding now, you have to rely on page planning capabilities, and future competition will inevitably be a competition in terms of carrying capacity. So, given the wind direction, it is necessary to become proficient in fishing for the Jimu fish. Create more pages and become familiar with more functions, and it will be easier in the future. This is the most sincere advice.

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