6 Keyword Bidding Rules, Will You Still Worry About Lack of Traffic After Learning Them?

To put it simply, bidding means spending money to grab traffic .

We all know the importance of keywords to accounts, and we also know the importance of bids to keywords. So, how do you develop a reasonable keyword bidding strategy to achieve the best results with the least money?

Sister Pudding has summarized the following methods for you.

In any group of things, the most important ones only account for a small part, about 20% . This is the tried and tested 80/20 rule. In the account, there are always 20% of keywords, which account for almost 80% of our consumption and conversion volume.

There is no need to say much about this. Just find out such keywords, build a separate unit if necessary, monitor them closely, and make reasonable bids to grab rankings.

Please note that you don’t necessarily have to be the first. The first place has a high click-through rate , but also a high missed click rate, so the conversion rate may not be ideal. It is generally recommended to rank 2-4.

Strength determines tactics. If you have enough budget, feel free to use all kinds of weapons and weapons to bombard, and all the high-intent, high-conversion, and high-traffic keywords should be priced high. I don’t believe that you won’t get results.

If you have a limited budget, this is when you need to resort to guerrilla warfare. Here are 16 words of advice:

When the enemy advances, I retreat; when the enemy stays, I harass; when the enemy is tired, I attack; when the enemy retreats, I pursue.

During the key time period of key words, when the enemy advances, I retreat. If I cannot win, I will not compete. During the non-key time period, when the enemy retreats, I chase, seize the ranking, and strive for high-quality traffic.

If it is high-intent traffic such as the opponent's brand word, if you cannot compete with it, try to follow its ranking as much as possible, and disturb the enemy. If the enemy has sufficient ammunition and is tired, it is impossible for it to remain so aggressive. We should focus on attacking when it is weak and grab as much traffic as possible.

Refer to the traffic value bid and continuously optimize according to the subsequent data monitoring. What is traffic value? It means the traffic required for a single profit or a single transaction .

Of course, this traffic value is just a reference value. Different purposes determine different strategies. For some traffic, you have to grab it even if it means losing money. This depends on your own control.

We have all heard the story of Tian Ji's horse racing, so have you applied this strategy in your keyword bidding?

For example, for words with weaker intentions, you can grab the first or second ranking. This can ensure that you get enough traffic. Although the intention is weak, the volume is large, so the opportunities will be relatively more. This is a matter of experience.

Those with high intention need to compete for rankings. Whether to compete for rankings depends on the conversion effect. If the effect is good, they will naturally compete for it. But not all words that seem to have high intent will convert. People's habitual thinking is that the intentions of the three categories of words, core keywords, common keywords and long-tail words , vary, and our bids should be proportional to the intentions, that is, the higher the intention, the higher the bid. But in fact, the final bid needs to be adjusted based on the budget and input-output ratio to make the best solution.

As the saying goes: Sesame flowers bloom higher and higher.

When you are not sure what effect this keyword can bring to you, you can buy at a low price and sell at a high price, slowly raising the bid, which will control costs well and avoid causing too much waste.

Note:

This method also has certain flaws. If it is not operated properly, it will fall into a vicious cycle. Low bids will lead to low rankings and low click-through rates. Data statistics are inaccurate and unrepresentative, which will lead to missing out on good keywords.

After promoting an account for a period of time, data will be accumulated, and we can use the data to optimize the bids. If the data performance is good, increase the bid and try to grab a higher ranking position on the first screen.

For important keywords like these that require traffic, I recommend a Baidu tool : the ranking-winning bidding strategy.

Find the bidding strategy on the Keywords page of Promotion Management. You can choose to focus on the first screen, the first place, and the top two or three places, which can stabilize the probability of the display position you expect.

Many people may think that this is a pitfall of Baidu, but some traffic is worth spending money to give it a try. You can also set the strategic bid coefficient to control the bid upper limit. The bid upper limit = keyword original bid × device bid coefficient × highest strategic bid coefficient.

The quality of this data depends on your promotion purpose. For example, if you want to sell goods, if a keyword can bring you a certain amount of sales, but its average click price is high and the ROI is only 1:1, then in theory, the more you consume this keyword, the greater the loss. Then raising prices is not the solution to the problem, but we should optimize it from the two aspects of clicks and conversions.

As the saying goes, business is like a battlefield. Isn’t it the same for bidding promotion? If you don’t use some strategies and tactics properly, it will be very difficult to win in this fiercely competitive battle.

The author of this article is @sem联盟 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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