Baidu SEM upgrade: conversion URL analysis, cases + steps + precautions! Receive~

Important notice: Baidu upgrades conversion URL parsing function. Please listen to the details next.

Upgrade purpose:

According to the URL conversion situation (registration, communication, ordering, etc.), the data is entered into the Baidu promotion client, and then you can know the conversion values ​​of the keywords and creatives in the account (of course, the data is only saved in the computer client).

This makes it easier for everyone to conduct data visualization analysis, especially the naming method of conversation words or appointment words. This is clearer because search words and keywords may not be consistent. Through this conversion import method, you can know the conversion number of each word.

Directions:

1. First, a unique access URL is set for each keyword.

2. Collect and record URLs with conversions.

3. Enter the collected URLs into the client (there are 4 entry dimensions).

Note:

1. Conversion naming (5 types).

2. Matching method (note that it is not the keyword matching method, but the keyword corresponding to the converted URL matching mapping).

① Use the Baidu recommended logo (just use the assistant’s recommended style setting).

Note: This method can be used if the account materials are relatively small or the work is done in a more detailed manner. The dynamic parameter changes generated by clicking can also be mapped.

②Customize the unique identifier (an independent ID parameter name must be set, usually id=, which is usually a number).

Note: The URL link ends with id=XXX.

③URL matching (data where the access URL of the complete matching keyword is exactly the same as the conversion URL)

Note: If they are completely consistent, you may not be able to add some tracking symbols, or part of them may be truncated during import.

Operation Description:

1. Record the converted URLs in a CSV table - conversion records.

2. Note that the imported conversion is the quantity value - the standard quantity.

3. Pay attention to the date period when importing - fixed period.

4. Pay attention to the selection of different matching methods - mapping methods.

Specific operations:

1. Make sure that all keywords in the account have unique URLs.

2. Export the URLs of conversations within 30 days through the business communication history records.

(Note: You can choose the URL of the pop-up window of Business Link, the URL of the actual conversation, the URL of the effective conversation, or the URL of the appointment. Of course, since there are 5 types of conversion names, we can choose different data imports respectively. It is recommended to choose only two types, conversation URL and appointment URL.)

3. One thing you need to note is that after some tracking parameters are set, there are some dynamically changing parameters in the URL generated after the user clicks, which may not be recognized and parsed after being imported into the assistant.

Example analysis

Access URL for a keyword in the account:

http://www.imsem.com.cn/?source=baidu&plan=yiwen-najiahao&unit=kuaijuan&keyword=zhangchunkuaisujuanlianmennajiahao&e_matchtype={matchtype}&e_adposition={adposition}&e_keywordid=63345567681

Explanation: Note the tracking method recommended by Baidu used here: source (static), plan name (static), unit name (static), keyword pinyin (static), matching method (dynamic), ranking (dynamic), and keywords (static).

Click to generate the following link:

http://www.imsem.com.cn/?source=baidu&plan=yiwen-najiahao&unit=kuaijuan&keyword=zhangchunkuaisujuanlianmennajiahao&e_matchtype=2&e_adposition=cl2&e_keywordid=63345567681

To verify the first method, use the Baidu recommended logo.

Note 1: If it is yesterday, that column does not need to be filled in. This is loophole 1. If you fill in "Yesterday", the next step will prompt that the date format is wrong.

It has been verified that this method can be mapped and identified even if there are dynamic parameter changes. What are identified are the keyword logo parameters and creative logo parameters, because the keyword access URL I set contains e_keywoedid, but the creative logo parameters are not set.

Note 2: The first method is to identify the 4-word flag parameter. In addition, vulnerability 2 is that I changed the domain name in the generated URL, and it can still be parsed successfully. In other words, this method identifies the flag parameter but misses the domain name.

Verify the second method and customize the unique identifier.

Note 1: If it is yesterday, that column does not need to be filled in. This is loophole 1. If you fill in "Yesterday", the next step will prompt that the date format is wrong.

After verification, this method can be mapped and identified even if there are dynamic parameter changes . Vulnerability 3 is that the keyword custom identifier must contain the word id and must be e_keywordid . I tried to change the custom identifier to keywordid and found that it could not be recognized. In other words, the keyword custom identifier must be a segment of identifier after & and end with id.

The dynamic parameters in this approach do not affect mapping identification.

Verify the third method, URL matching.

After importing the generated URL link, it prompts that the keyword cannot be parsed. Why?

Because they said that the URL must be 100% consistent, then vulnerability 4 is that dynamic parameters cannot be used, but of course it cannot be said to be a complete vulnerability. Then for the third case, your access link may be like this:

http://www.lefastchina.com/?source=baidu&plan=yiwen-najiahao&unit=kuaijuan&keyword=zhangchunkuaisujuanlianmennajiahao&keywordid=63345567681&e_matchtype={matchtype}&e_adposition={adposition}

We can put dynamic parameters at the end of the URL, and when clicking the generated link it will display like this:

http://www.lefastchina.com/?source=baidu&plan=yiwen-najiahao&unit=kuaijuan&keyword=zhangchunkuaisujuanlianmennajiahao&keywordid=63345567681&e_matchtype=2&e_adposition=mt1

We can import the black part of the URL into the assistant for parsing and identification. The downside is that I don’t know when the matching method will have a conversion, nor do I know at which ranking there will be a conversion. Of course, maybe these two are not that important.

At this time, I recommend a data template to everyone, which is the customer information record form. It looks like this:

You can add dimensions to be recorded as needed. This table can be changed into many types, such as conversation information record table, appointment information record table, with the focus on ports, keywords and rankings.

What is the purpose and point of this form?

Function: 100% clear statistics of the information of each customer who comes to the clinic, and adjust the account accordingly. For example, if it is found that most of the customers are ranked mt2 and mt3 in the ranking column, then the overall ranking of the account can be controlled at the top third on the mobile terminal. There are many other functions, just do the analysis according to the dimensions you set!

The main points are as follows:

One extra point needs to be explained here. On the right side of the assistant, you can see two types of data, one is conversion data and the other is report data.

One of the conversions in the report data is web page conversion, which exists by default in the assistant. This is the conversion setting in Baidu Statistics.

The conversion data will only be displayed on the assistant after we import the conversion URL analysis, and it only exists on the computer where the specific operation is performed, because the conversion data is saved offline. After adding the conversion URL analysis at the keyword level, the corresponding units and plans will be recorded synchronously, and there is also a corresponding option in the small gear on the right to determine whether to display it. This is great!

Summarize:

Vulnerability enhancement points:

Vulnerability 1: Wrong domain name problem.

Vulnerability 2: Time issue yesterday.

Vulnerability 3, id identifies the entire segment.

Vulnerability 4, dynamic parameter changes.

Vulnerability 5: Not transferable, only exists on the client side.

Data visualization: This feature is great, and the conversion settings in Baidu Statistics are the system's conversion criteria, and the values ​​are often high. In this way, statistics of different types of conversions can be imported into the assistant for a more visual look!

Selection method: If you think Baidu recommends this method, then use it, which is faster and more accurate. If you set up independent URL tracking, be aware that dynamic parameters cannot be parsed. In either case, it is best to set a separate keyword id for each URL.