How to master bidding promotion?

But if you wait until volume drops before analyzing your competitors, it may be too late. Therefore, bidding specialists should pay attention to the latest developments of competitors in real time.

1. Purpose of competitor analysis:

The search volume in the market is constant and decreasing. The increase or adjustment of competitors will affect our results.

Bidding promotion , Internet marketing is by no means a closed-door operation;

We analyze competitors in order to improve our conversion capabilities in a targeted manner;

2. What content should be analyzed specifically:

1. Whether the number of competitors increases:

1) Analysis basis: The number of impressions decreases, which means more competitors; the click-through rate decreases, which means competitors raise their prices;

2) Whether the competitor's promotion strategy and creativity have changed: various keyword rankings, creative styles and highlights;

3) Whether the competitor's load is optimized: whether the landing page is updated, whether the conversion point is changed;

4) Competitors’ sales pitch analysis: the sales pitch techniques used to attract customers;

3. Competitor Analysis Process:

1. Determine your goals

1) Clarify your own positioning: industry leader (large budget, strong strength), midstream enterprise, guerrilla (picking up bargains);

2) Competitor classification:

3) Ways to learn about competitors: sales, online searches, company strength, channel layout, Weibo, WeChat, and recruitment information;

2. Competitor strategy analysis

1) Determine competitor channels through core keyword searches, specifically search for industry hot words and common words;

2) Search for brand words: Wenku, Weibo, Tieba, and soft articles;

3) Promote live tools and analyze the focus on PC and mobile;

4) Budget: Based on the keyword consumption of your own account and the online time, you can infer the budget and promotion strategy of your competitors.

5) Time period: Search for competitor ads at 8:00 a.m., 12:00 p.m., 4:00 p.m., 8:00 p.m., and 12:00 a.m.;

6) Region: Guangzhou, Shandong, Zhejiang, Jiangsu, Henan, Beijing, Shanghai, and high-traffic areas are the focus of attention. You should search for remote areas to see if there is any placement;

7) Keywords: industry general words, product model words, brand words, price words, manufacturer words, words with good results, words with poor results, use optimization consultants to optimize your bids;

3. Competitors’ creative analysis

1) Title technique: what features or activities does the title highlight, what advantages does the description emphasize;

2) Description: highlight the content that users care about around which needs;

3) Creative style: advanced style analysis, drawing on creative recognition tools;

4) Creative optimization skills: Creative optimization is a continuous process. Not all creatives are worth optimizing. Images attract attention, and titles determine clicks. Use optimization consultants to optimize creatives.

4. Competitor Page Analysis

1) Content layout: structural design and copywriting performance

2) Conversion button and reason:

3) Pop-up time and form placement

4) Conversion ability:

5. Competitor conversion analysis

1) Online customer service conversion capability

Chat with competitors: See how they ask for clues and throw difficult questions to them. If your competitors are not good enough, you can look for companies in similar industries.

2) Sales follow-up

How long will it take to contact after leaving your number?

After not explicitly rejecting, contact several times

After rejection, will you still contact me?

Final words

Bidding is not just about optimizing accounts. Only by optimizing the system from the carrier end and the conversion end can the effectiveness of bidding promotion be comprehensively improved. The only way to break away from account thinking is to become a high-paid bidder who controls the results.