Bidding promotion is a keyword advertising promotion , which is a relatively accurate advertising method in the current Internet industry. Bidding promotion can flexibly control the promotion power and capital investment, and obtain greater benefits at a lower cost and in a shorter time. It is a new and mature search engine advertising that pays by effect.For an experienced bidder, before placing an offer on Baidu, one should sort out the overall offering strategy, organize a bidding promotion plan, and know what to do at each step.Simply put, Baidu's bidding promotion plan is to make a feasible plan based on the current situation and the goals to be achieved.1. Bidding promotion budgetWhen doing bidding promotion, the first thing we need to do is to formulate a total project investment budget based on the customer's promotion needs, for example: 5000-10000/day.Then, plan a website with strong marketing power based on the company's current situation and coordinate it with the bidding. For example, the extent of bidding should be achieved, and what kind of website should be built should be determined based on the company's current situation and product conditions. The website should match the company's strength and must have marketing power, so that the traffic introduced by bidding can be converted into effective consultations.2. Platform and budget allocationIn China, the main bidding platforms are Baidu, 360 Haosou, Sogou, Shenma and Google . The budget allocation can be determined according to the following proportions:
Baidu: 60%
360 Haosou: 15%
Sogou: 10%
Shenma: 10%
Google: 5%
For those who mainly do domestic market, you can allocate budget according to the above. For enterprises doing foreign trade, the proportion of Google will obviously be adjusted upwards, and it will be adjusted later according to project types and performance data.3. Keyword selectionGenerally speaking, product keywords can be selected according to the following principles:①. Be consistent with the characteristics of the promoted product or be industry-related or service-related.②. When choosing keywords, consider the user’s perspective and try to conform to the search habits of the general public.③. Analyze competitor keywords and the degree of competition among keywords.④. Observe the keyword index and competition level at any time and adjust the bid in time.Determine the core seed words based on the project service type and industry, and expand the related long-tail words through the root words, which can be roughly divided into two categories:(1) Brand keywords☞Brand keywords have low starting prices, low competition, clear and accurate customer intentions, and high conversion rates .☞Brand keyword search results are an important part of strengthening brand image (finding core words and cleverly arranging and combining words). If the brand cannot be found when searching for brand keywords, customer trust in the brand will be reduced.☞ Set the brand keyword ranking in the first place on the homepage, combine the brand name with common words and industry words into phrases or long-tail keywords to expand the coverage of brand-related words.(2) Industry keywords☞Industry keywords have high competition, high exposure, and medium or low conversion rates.☞Industry words are more expensive than brand words. You can selectively add some industry words based on your budget and practical starting price, and set the ranking in the top ten.☞When customers do not have a clear brand preference when looking for projects, they will search for industry keywords and participate in industry keyword bidding, which can increase brand exposure and popularity.☞Industry professionals will use a lot of industry keywords when searching for business.The rankings of industry keywords will change in different time periods. On the premise of accurate industry terms, we will ensure that some keywords with conversions are ranked in the top ten or on the homepage.Expand related long-tail words through these core words, filter them, group them by keyword attributes, and set reasonable ranking ranges and bids.4. Keyword matchingUsing different matching methods will help us target potential groups in different ways. Different matching methods will affect the scope of keywords appearing on Baidu's display pages. Reasonable use of matching methods will help us attract precise potential audiences.There are three types of matching methods: exact matching, phrase matching, and broad matching. Different matching methods will result in different display ranges of keywords when searching on Baidu, which will also affect the consumption of the account.Adjust the plan based on the actual ranking of the company's website so that the main products can be displayed on Baidu's homepage as much as possible.5. Creative descriptionWrite some eye-catching and creative headlines to attract customers to click. To achieve creative writing, grasp the five points: red, smooth, relevant, selling points, attractivenessFor example:{Hotpot restaurant franchise}, barbecue + hot pot, 3 times the turnover in one day!{Hotpot restaurant franchise}, 3D scene, eat and play at the same time, one store attracts hundreds of stores, 365 days of full house!{Hotpot restaurant franchise}, standardized food, small investment, simple operation, headquarters support, easy to make money!6. Ranking position and traffic distributionThe company brand word is placed at 1-2 positions, and the industry word selection position is 3-5 positions. Keywords with more intense competition are placed at the end, and unpopular keywords are placed at the front.Here are some statistics on the relationship between search ranking position and traffic conversion:
First page search result: 100%
Home page search result No. 2: 100%
Home search result No. 3: 100%
Home search result No. 4: 85%
5th search result on the first page: 60%
Home page search result No. 6: 50%
Home search result No. 7: 50%
Home page search result No. 8: 30%
9th search result on the first page: 30%
10th search result on the first page: 20%
In general, the first position has a high price and a high delay rate, so high-traffic keywords should not be ranked first as much as possible. This can be determined based on customer demand and performance data.7. Promotion periodGenerally speaking, there are three peak periods of promotion effect in a day, namely: 11 a.m., 3 p.m. and 9 p.m. During these three time periods, we will increase our investment to maximize the acquisition of target customers.Promotion time from Monday to Sunday: 9:00 - 23:00Key hours: 9:00 - 12:00; 14:00 - 17:00; 20:00 - 23:00As for some special products, they can be set according to customer needs8. Bidding Landing PageThe bidding landing page is the first page that search users enter after clicking on the bidding keyword ad. The landing page can be the homepage of the website or an internal page. Currently, the landing page of most Baidu bidding users is the homepage of the website (many companies do not understand this and default to the homepage instead of setting it).The selection and production of landing pages are centered on the product. We analyze visitors’ psychology from a key position, including what they like, what they want to see, and what they think. By analyzing these, we can determine how to make marketing bait, a landing page that conforms to product marketing , arouses users’ desire to buy, and ensures that keywords, creativity, and pages are in harmony.The main functions of the bidding landing page:(1) Directly convey company and product information to visitors.(2) The first page that users click on after searching is very important for the first impression they make.(3) Directly affects users’ needs and purchasing motivations.The main advantages of marketing landing pages:(1) The website's marketing advantages are stronger than before, and the products are more eye-catching and attract more clicks.(2) The number of customer calls and inquiries received through the website is more than before.(3) Website bidding promotion has lower costs, higher conversion rates and better results.Page version number: Determined by the number of single search engines selected. If two Baidu promotion accounts are selected at the same time, two versions of the page will be created to ensure that the pages are not repeated.9. Effect monitoring and evaluation(1) Separate page: A separate bidding page is used to observe and monitor the traffic and consultation volume of users, so as to accurately grasp the real effect of the bidding.(2) Single-line telephone: In the eyes of ordinary people, companies with a national unified number of 400 are all large companies. Applying for a 400 number and using it in promotional pages, business cards, and advertisements can greatly enhance the corporate image. You can consider using a single-line telephone for monitoring.(3) Online customer service: such as Business Link, QQ, etc.(4) Message Board: You can consider creating an online electronic order system to specifically receive customer inquiries from bidding. Analyze market conditions, the current approximate conversion rate and cost, use this as a basis, and continuously optimize to make the conversion rate and conversion cost close to or lower than the market average standard! Based on the current cost of the medical industry, if the budget is 5,000/day, the estimated number of results is: 25-33/day. 10. StatisticsOrganize detailed project consumption reports and effect data every morning!After get off work every day, I organize the telephone consultation forms and QQ consultation forms, record customer issues, transaction ratio, intention ratio, etc. in detail, and calculate the conversion rate.
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