The bidding promotion account has poor results and it crashed in less than 2 hours. What should I do?

I wonder if you are in the same situation as me. When I first started working as a bidder, the bidding promotion account needed to be promoted for 10 hours, but it was offline in less than 3 hours. I don’t know how to adjust it? The effect of the bidding promotion account has deteriorated. I know that adjustments need to be made, but it’s like trying to break open a durian with bare hands. I don’t know where to start and how to make adjustments. I can’t adjust all the data in the bidding promotion account at once!

What to do if the budget is overdue?

There are generally two reasons why the bidding promotion budget is overdue: unreasonable budget allocation and too high average click price. Let's analyze them in detail below:

1) Improper budget allocation

The budget allocation of Baidu's bidding promotion account was unreasonable. The amount of money to spend during the day and at night was not allocated properly, which led to the budget exceeding the deadline ahead of schedule. How to reasonably allocate the budget of the bidding promotion account? How to reasonably build an account based on the budget? The following article has a detailed explanation. If you are not clear about it, you can click to view it.

2) Average click price

The average click price is very, very important to the overall effect of Baidu's bidding promotion account. Why did your bidding promotion account hit the deadline early? Why did your bidding promotion fee last for 8 hours, but ended up hitting the deadline in 2 hours?

That’s because your bidding promotion budget allocation is unreasonable and the average click price is too high, which causes the budget to exceed the deadline ahead of schedule.

There is a misunderstanding here: grabbing rankings, regardless of whether the keyword has conversions or not, regardless of whether the keyword is effective or not, seeing that competitors are grabbing them, then grabbing them first, this is completely incorrect.

We adjust the bids for competitive promotion keywords, raising or lowering prices, in order to purchase more reasonable and cost-effective traffic. If the average click price of a Baidu bidding account is well controlled, it is likely that its account effect will be good; but if the average price of a bidding promotion account is not well controlled, then its account effect will definitely not be good, so we must strictly control the average click price of our bidding promotion account.

We can regard the bidding promotion keywords as a commodity. Since it is a commodity, when we buy it, we must first consider its value. Therefore, when purchasing bidding promotion keywords, we must think and judge this keyword based on its value, how much money it is worth to buy it back, and then make a reasonable bid and purchase.

How to adjust the bidding promotion account with poor performance?

I believe many of you have encountered this situation: the performance of the bidding promotion account has deteriorated for 3 days or even a week, but you still don’t know where the problem is and how to make adjustments.

How to adjust the bidding promotion account when its effect becomes worse? Remember the following four sentences:

Promotion determines traffic, and pages determine consultation

Scale determines conversion, data solves problems

How to use these 4 sentences to improve the effectiveness of the bidding promotion account? We can reverse it:

If your bidding promotion conversion volume and click volume are very small, then it means that there is a problem with your traffic link. At this time, you need to go to the bidding promotion account to optimize your keywords, bids, matching modes, etc.; if you find that your consultation rate is relatively low, then you need to look at your bidding promotion page, because the quality of the page directly determines your consultation volume, conversations and opening rate; if the consultation rate is okay, but the number of leads in the bidding promotion account is particularly small, you need to consider the customer service words, whether the customer service can quickly get the user's WeChat, QQ or phone number in three or five sentences...

There are data for each link in the bidding promotion, so when the bidding promotion account has poor results, according to the above 4 sentences, you can always find the problem by pushing up one link at a time. After finding the cause of the problem, analyze the cause based on the data, and then make optimization adjustments to solve the problem!

Finally, for bidding promotion, it is a process that requires gradual progress and continuous accumulation of experience. You must continue to learn to improve your own abilities. If you are a new bidder, you also feel this way:

Before I started working, I thought bidding promotion was easy, but after I started working, I realized I didn’t understand bidding at all;

Not being able to do data analysis means being unable to adjust accounts based on results;

The account you are responsible for has not performed well, and no bidding boss is willing to take you;