How to choose keywords for Baidu bidding promotion?

Nowadays, bidding promotion has become a very important traffic source channel in online marketing . Many companies have joined Baidu's bidding promotion plan and gained certain benefits. Despite this, there are still many users who do not have a deep understanding and application of Baidu's bidding system, resulting in a lot of money wasted and the effect is greatly reduced.

Many senior people in online marketing often say: If you operate the Baidu bidding system well, you can get twice or even higher results with the same amount of money. Is Baidu bidding technology really that critical?

The most important thing in bidding promotion is keywords . The selection of keywords is a basic operation at the beginning of Baidu bidding. It is also a key point whether users can achieve results after placing advertisements on Baidu. Many users do not understand Baidu's bidding system very well. When placing advertisements on Baidu, they make misunderstandings in the selection of keywords, which results in spending a lot of money without getting the corresponding results. On the contrary, good keyword selection can bring exponential effects to the promotion. So how should Baidu choose keywords for bidding promotion?

1. How to choose keywords?

The issue that every bidding specialist is most concerned about should be keywords. The first thing they do when they go to work every day is to log in to the promotion account to check the keyword rankings (for details, please refer to Ma Haixiang’s blog "What factors determine the bidding ranking order" for relevant introduction). So, for the early stage of the bidding account, how should we choose keywords?

1. Baidu bidding background, keyword recommendation tool

Baidu's bidding tool has its own keyword recommendation tool, which is Baidu's own product. It is quite accurate, has a very large number of keywords, and covers a wide range of areas, basically including all keywords.

If the account's keyword placement strategy is to exchange the number of keywords for the number of clicks, you can choose the keywords it recommends on a large scale. If you rely on a small number of keywords to match and display, you can choose words with keyword searches > 10 times based on the intensity of competition.

The keyword recommendation tool can select keywords to add in the entire search account page or a single unit! You can also use Baidu Promotion Assistant, the effect is basically the same, but it is more convenient and faster!

2. Search term report

It is easy to get high-quality keywords with strong search intentions of netizens. You can find the keywords searched by netizens in any time period. The report will show which keywords the account has not added. If these words are high-quality keywords with obvious search intentions of netizens, then we can choose to add keywords that these accounts do not have, so that it is accurate and high-quality.

When the number of these keywords is large, it is recommended to download them, remove the existing keywords in the account, and then add them by category. Of course, it is also important to do a good job of negative keywords!

3. Drop-down box words and related search words

Baidu's drop-down box and related search terms fully demonstrate that Baidu understands the Chinese character better and pays attention to the Chinese search habits: they require speed and simplicity, are unwilling to think, and are afraid of trouble! Drop-down boxes and related search terms make it quick and easy to track user needs, allowing us to cover them with precision!

Everyone who does Baidu bidding will use the drop-down boxes and related search terms, so there is a lot of competition for these terms. If you want good results, then the rest depends on your keyword quality optimization capabilities and bids.

4. Business Access Keywords

The keywords for visits in Shangwutong are very accurate and effective. The customer intention is very obvious. It is the best of the best!

The keywords in Shangwutong are divided into: valid consultation words and invalid consultation words. We must work hard to maintain effective consultation words! Invalid consultation words, analyze through visit time, page, dwell time, bounce rate, landing page content, etc., why the customer did not consult, what is his real need? Thereby tapping potential and increasing efficiency, turning ineffectiveness into effectiveness!

The keywords of Business Communication can be downloaded in full and added as needed! Just like the search term report, we need to do a good job of negative keywords!

5. Google Keyword Tool

As the world's largest search engine , its technological strength should not be underestimated! Moreover, Google’s key tools can provide accurate classification (of course Baidu also has them)! Even though Google has withdrawn from China and Baidu is the only dominant player, Google's strength is unquestionable and the quality of Google keywords is also very good. If you put it in your Baidu account, you can have it! Of course, 360 and Sogou ’s keywords are also acceptable!

6. Summary of personal experience

This is more difficult to explain, which means that it requires continuous long-term attention and experience to judge the keywords that competitors do not use and have good conversion effects! No explanation, just figure it out on your own!

To sum up, the selection and placement of Baidu bidding keywords are also related to many specific situations, such as the company's strategic direction and the actual effect of keyword placement (whether there is conversion, the amount of conversion, and the price per conversion). The entire Baidu bidding industry is constantly changing, so we also need to constantly update and optimize keywords! Only by constant exploration and change can we remain invincible forever.

2. Principles of bidding keyword selection

Keywords are the core part of Baidu bidding! Choosing the right keywords is half the battle for bidding! So how do you find high-quality keywords? Here, Ma Haixiang will introduce a few of them to you. In my daily life, I choose keywords based on a few simple experiences:

1. Be consistent with the characteristics of the promoted product or be industry-related or service-related

Some users do not think carefully when choosing keywords and set them hastily. For example, some users use their company name or website name as keywords. It’s not that this is not allowed, but it’s not scientific to set keyword bidding in this way. The chances of users finding you are very small because most users don’t know your company name or website name before searching, so they use search engines to search. Users who know the name can directly enter the domain name to visit your website.

If you set keywords in this way, unless the user knows the name of your company or website, which is rare, they are likely to be returning customers, or your website or company is already very famous, users may directly enter the company name or website name to visit.

If the keywords are set to words that are similar to the product or in line with the product's characteristics, this will greatly increase the search volume of potential users. For example, if your company sells office furniture, then your keywords can be set as "office furniture, filing cabinets, screens, desks, sofas, office furniture procurement, purchase of office furniture", etc. In this way, the keywords entered by users are directly related to your products, and their intention to purchase products is greater.

But if you set keywords such as "office furniture pictures, office furniture news, office furniture maintenance", etc., then even if customers find you by entering these keywords through the search engine, they don't necessarily have to buy your products, because customers who enter those words don't have much purchasing intention. They may just want to know about office furniture, so this wastes some promotion click fees for the company.

Therefore, I think the choice of keywords should be in line with the characteristics of the product itself and as accurate as possible, so as to narrow the search scope of the target user group and improve the conversion rate .

2. Keyword selection should be considered from the user's perspective and should be in line with the search habits of the general public.

The purpose of choosing keywords is to get users to click on them through search engines and then enter your website. Imagine if the keywords you choose are unfamiliar and users don’t know them, how can they search for your website, let alone the promotion effect.

Of course, it is not the best if the keywords are too popular. The more popular the keywords are, the higher the Baidu bid will be and the more people will compete, but the effect may not necessarily be the best. I think when choosing keywords, on the one hand, we should consider the users' search habits and think more about what words users often search for in this industry. We should not choose words that are too unfamiliar or too popular as keywords. It is more appropriate to choose words that users usually like to search for, and try to conform to the search habits of the general public.

On the other hand, when companies choose keywords, they should make their choices based on the estimated promotion costs. For example, popular words are more expensive. If the company's promotion budget is relatively small, then they can choose commonly used words with medium prices. Because the pursuit of popular words will quickly use up the money, and the competition for medium-common words is not very fierce, the number of clicks will be more, and the chance of entering the website will be greater.

Take that example: If the company sells office furniture, and you choose the word "office furniture", the cost of one click is 12 yuan, and if your daily budget is 60 yuan, then if you click at most 5 times, the promotion fee for the day will be gone. But if you set the word "office furniture procurement", and the cost of one click is 6 yuan, although it will be ranked a little behind the Baidu promotion display range, it will take 10 clicks to use up the budget, which doubles the number of clicks, and the effect achieved may be better.

Of course, wealthy companies can completely choose popular keywords in the industry, because this will rank at the front of the bidding and the chance of being clicked will be greater. For small and medium-sized enterprises with limited funds, they can use the above method to select popular keywords with medium competition.

3. Analyze competitor keywords and the degree of competition of keywords

After selecting keywords as described in the above two steps, you should take a look at how your competitors choose their keywords. As the saying goes, knowing yourself and your enemy will help you win every battle! If you don't have the keywords chosen by your competitors, you can also consider setting them up yourself. If you have keywords that your competitors don't have, you can also analyze whether the words are reasonable and why others don't choose them.
In addition, you can learn, analyze, and inquire about whether your competitors choose long-tail words or main keywords, how many they have chosen, and what their approximate budget is, so that you have a clear idea of ​​it, which will be more beneficial to you.

4. Observe the keyword index and competition level at any time and adjust the bid in time

After the keyword selection is set, it is not the end of the matter. According to the results of Baidu bidding, you should also check the Baidu keyword index analysis at any time to see whether the number of users searching for keywords has increased, decreased, or remained unchanged? How have keywords fluctuated in the past week? Which keywords have become popular again? Which keywords have become unpopular? The time periods and number of times users search for keywords, as well as changes in keyword bids in the Baidu bidding backend, can help you make timely adjustments and minimize promotion costs as much as possible (for details, see Ma Haixiang’s blog “Methods and Techniques for Bidding Accounts and Keyword Optimization”).

3. Keyword matching method

There are four keyword matching methods in Baidu bidding system. Users can set the keyword matching method according to their own needs in the Baidu bidding background. Many people think that keyword matching has no settings and is not important. I think that if the keyword matching is set well, it can not only save you a lot of promotion costs, but also bring you greater results. Let’s take a look at what the four matching methods are.

1. Exact Match

Simply put, your promotional information will only be displayed in the search results when the keywords searched by users are exactly the same as the keywords you set for bidding.

For example, if you set the promotion keyword as " SEO ", then only when the user enters "SEO" in Baidu and meets the exact matching conditions, your website promotion information will be displayed in the Baidu promotion display range. As long as the keyword entered by the user is one letter different from the keyword you set, that is, it does not meet the exact matching conditions, then your website promotion information will not be displayed in the Baidu promotion display range.

Advantages: You can get the most targeted click-through visits with a higher conversion rate.

Disadvantages: It will reduce the number of creative impressions and narrow the range of potential customers.

2. Phrase Match

The keyword searched by the user completely contains the keyword you set for promotion, and the contained part is exactly the same as the promotion keyword (the order remains unchanged and there is no interval), then it will be matched. Your promotional information will be displayed in the search results.

For example: if you are promoting the word "SEO", when users search for "SEO price", "SEO news", "buy SEO tools", "where to get SEO training", etc., and meet the phrase matching conditions, your promotion information will appear in the Baidu promotion display range. However, if the user enters words such as "SEO", "Ma Haixiang SEO blog", etc., which do not meet the phrase matching conditions, your information will not appear in the Baidu promotion display range.

Advantages: It is more flexible and can get more potential customer visits than exact match, and more targeted and may have a higher conversion rate than broad match.

Disadvantages: The number of impressions obtained is between broad match and exact match, and the conversion rate is not as high as exact match.

3. Broad Match

It is a popular matching method and also the default matching method of Baidu bidding. That is, the keywords searched by users completely include the promotional keywords, and are allowed to contain some literal order or intervals. Baidu's bidding system may extend the matching conditions to synonyms, antonyms, related words, and phrases containing keywords.

For example: if you are promoting the word "SEO", when users search for "where is SEO", "SEO mall", "SEO tools", etc., and meet the broad matching conditions, your information will appear in the Baidu promotion display range.

Advantages: It is an effective method to conduct highly targeted delivery and reach a wide audience, which can bring more potential users to customers.

Disadvantages: Click-through access is not targeted enough, and the conversion rate is not as good as exact match and phrase match. It may bring a large number of clicks and trigger more click consumption.

4. Negative Matching

Used in conjunction with phrase match and broad match, some keywords that may be matched but do not match the promotion intent can be added to the negative match keyword table to prevent the triggering of the corresponding promotion information. You can choose the opposite or non-business related words as negative keywords.

For example: the user only searches for the word "Shanghai SEO" but not the word "Beijing SEO". He selects broad match and phrase match. Entering "Beijing SEO" also meets the conditions and the information will be displayed. In order to save unnecessary costs, you can use "Beijing" as a negative word.

Advantages: It enables customers to obtain more potential user visits through broad matching and phrase matching, while reducing conversion costs and improving return on investment by filtering out unnecessary impressions that cannot bring potential customer visits to customers.

Disadvantages: After setting negative keywords, the probability of keyword display will be reduced, that is, the probability of attracting the attention of potential customers will be reduced.

In general, keywords are matched in the following ways, each with its own advantages and disadvantages. I believe that in keyword matching, we should not be limited to a fixed method, but should apply it flexibly, and try to combine phrase matching and negative matching. Broad matching is expensive, so try to use word matching as little as possible and combine it with other matching methods. Although exact matching is more accurate for users, the chance of clicking is relatively small, so it should also be used in combination with other matching methods.

In general, when doing bidding keyword matching, it is more appropriate to try to use a combination of multiple matching modes to reduce unnecessary consumption and increase the number of clicks from potential customers.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @马海祥 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map