Baidu promotion optimization practice: teach you how to do Baidu promotion step by step (Part 1)

Due to the occupation of Baidu promotion positions and the diversification of styles, as more and more companies begin to enter Baidu promotion to find sales channels, I have indeed seen too many companies coming and going in the five years that I have been doing Baidu promotion. Some left when the results were not good, and when we reviewed their promotion accounts, we found them to be a mess. There are also rich people who spend money lavishly and don’t care about the waste, which makes Old G feel distressed. This article aims to share useful information . It only starts from actual practice and does not explain much about basic functions. I hope it can also help those who are interested in reading this article on how to survive among thousands of bids.

In Baidu promotion, the basic levels are divided into:

Account - Plan - Unit - Keyword - Creativity

If we use the company's structure to correspond to each level, we can look at it like this:

Company name - each business of the company - departments under the business - sales staff of the department - product sales pitch

In this way, you can more clearly understand the specific functions of each level of the promotion background. But in reality, the order in which I perform optimization operations is the opposite process, that is, starting with finding the promotional keywords, classifying them, and then determining the units and plans based on the classified content. Next, let’s explain the level optimization:

Keyword level

Find keywords

By using the "Keyword Planner" in the background or the "Keyword Tool " in the assistant, you can find keywords related to your business. The focus should be on the average daily search volume and business relevance of the searched keywords. Just take a look at the other prices given. I don't think the reference value is very great during use. Of course, there is also a simple way to find keywords. Ask Baidu customer service to help provide them, and then you can classify them yourself when the time comes.

Keyword Bidding

If you are setting up an account for the first time and have no reference. It is best to understand the average click price of your peers. Generally speaking, key conversion keywords are about 20% higher than the average click price, while keywords with weak intentions or long-tail keywords are about 10%-20% lower than the average click price. For other keywords, bid according to the average click price, and make specific adjustments to the ranking based on the daily data report after going online.

Matching method selection

At present, there are 5 ways to match keywords. For the specific distinction, you can read "SEM Actual Case: How to do Baidu bidding promotion? ”, the description is quite detailed. Basically, the more widely matched the word is, the lower the bid will be, especially when we decide to buy multiple words for one word. For example:

If I were an overseas immigration agency, then through observation of data conversion, I found that the conversion rate of the word "American immigration" is very high. In order to obtain more high-quality traffic brought by this word, I will purchase this word at least 3 times: one is set to precise, with the highest bid to occupy a good ranking position; the other is set to phrase precise, with a bid lower than precise, to match more precise surrounding traffic. The last setting is phrase core, with the lowest bid, and is used to cover a wider range of potential customers. (Broad is rarely used directly, as broad matching has very high requirements for negative words)

In fact, when we optimize keyword conversion data, we will make some adjustments to the keyword matching based on the conversion data in order to achieve a suitable match for each keyword.

Direct and indirect conversion

There are many ways to set up conversions, and there is a lot of software to support it. But of course, in line with the most suitable and cost-effective way for the account, I mainly choose the event conversion in Baidu Statistics, which can be directly related to the account consumption keywords, creativity, etc. It is said that it can also add points to the quality. It is really a must-have choice when there are insufficient bidding personnel.

After setting up the conversion, the corresponding promotion data will come out. Then, based on ROI, are keywords that are consumed but not converted low-quality keywords? In fact, this is not the case. In the industries I have managed, there are many keywords with large traffic that play an assisting role. It is also determined by user behavior.

For example:

Mr. B is marrying a beautiful, wealthy and fair woman and wants to find a wedding agency to take wedding photos. Deeply influenced by Lanxiang’s advertisements, he first searched for the keyword "Which wedding photography company is good?" in the search box. A lot of search results came out. After visiting several companies one by one and comparing their styles and prices, he temporarily decided to consider Tuhao Photography and B-Ge Photography. Then he typed "Top 10 wedding photography companies" in the search box. This time the only result that came out was Tuhao Photography. Mr. B clicked on the webpage to check the company strength of Tuhao Photography. To be cautious, he wanted to see if there was any negative news about Tuhao Photography, so he directly typed "Tuhao Photography". The search results were all positive. At this time, Mr. B finally picked up the phone and placed the order.

In fact, we can see that in the above example, "Which wedding photography studio is the best" and "Top ten wedding photography studios" play the role of indirect conversion, while if you only mention "rich photography", you cannot achieve the purpose of conversion.

Among the account's keywords, as long as you find the main direct conversion keywords and indirect conversion keywords, the optimization will be very targeted and the effect will be obvious.

URL Settings

There is a priority order for URLs, that is, when the keyword URL and the creative URL are different, the keyword URL will be executed first. There are thousands of creative ideas, so I usually set the URL for the keyword directly, directly determine the root of the keyword, and then link to the corresponding web page. Well, of course, I have also encountered many websites that really leave you no place to link the corresponding keywords. If you encounter this situation, choose C! Phew, just link to the homepage. At least that’s the highest conversion rate I’ve tested. Of course, ideally there should be at least four types of dedicated web pages:

Product Introduction (Service Process) —-Product Price (Service Price) —-Company Strength —-Activity Zone

Basically, this can solve more than 90% of keyword landing problems. For some keywords with low ROI, you can also try to change the landing page, which may have a revival effect. Of course, the premise is that there is a page to change...

Keyword quality

The quality index is actually very complicated to explain, but it all comes down to one thing: click-through rate . In fact, ever since Baidu's quality index increased from three stars to the current five stars, I have rarely paid attention to the quality index. Because bidding is an absolute factor, it is better to find out which keywords are useful for your account than to study how to improve quality. In fact, it is still of certain reference value to directly view the "quality distribution of competitors" in the background.

Creative level

There are actually many branches at the creative level, such as flash investment, path, direct access to hot spots, and many more. We will only discuss the most basic creative ideas here, and other forms will be discussed when we discuss new styles.

Creative writing for PC

Due to differences in access habits and display formats, the PC side displays more information, so it is recommended to include at least three long creatives and one short creative in the PC side plan (long creative refers to both Description 1 and Description 2, and short creative refers to only Description 1).

I usually describe the three long creative ideas as:

Price type, company strength type, general type

It is best to include 3-6 wildcards in the creative idea, so that the creative idea has a greater chance of becoming a success. As for the specific content, Baidu compares the current hot content. Of course, the actual conversion and click-through rate are the ultimate constant standards.

Mobile creative writing

For mobile devices with only 3-4 ad slots, the description should highlight the advantages of the product. Two long and two short creatives are sufficient. The key is to set a phone number in the additional creative so that mobile customers can directly call the phone number for consultation. As shown in the figure below, it appears in the lower right position.

Optimization and replacement of ideas

Generally speaking, creative optimization is included in the monthly plan. (Ignore from 0-1) Looking at the display data and click data for one month, I modified the data if there were displays but no clicks, and replaced the data if there were no displays and no clicks. This way you can observe recent changes in customer hotspots. There are experts in optimization who can guide keyword matching through creative writing.

Unit level

The unit level actually covers the least optimization content, but it also has a very important link that needs to be executed first. That’s the “mobile bid ratio”. The ratio range is from 0.1-10 times, and the unit level setting takes precedence over the plan level setting. Here I will explain how to use the ratio. In order to achieve better evaluation results, it is generally necessary to evaluate the PC and mobile terminals separately.

If you create a plan to be used as a PC plan, then this ratio can be as low as 0.1. In this way, the keywords in the plan will basically be displayed on the computer side, and if the bid on the mobile side is too low, the ads will not be displayed.

If you create a plan to be used as a mobile plan, then this ratio can be set to 10. At the same time, the bid for the keywords in the plan should be set according to the planned bid divided by 10. In this way, the keywords displayed on the mobile terminal will not be displayed on the PC terminal.

Through the planned data report, the promotion effect can be analyzed and evaluated.

Program level

Negative Keywords

As the name suggests, it refers to the keywords that do not appear in the advertisement, which are divided into negative keywords and precise negative keywords.

• Negative keywords: A phrase-matching function similar to a keyword. Ads will not appear for any words containing the keyword. (After testing, this function is not absolutely effective)
• Exact negative keywords: Similar to the exact match function of keywords, ads will not appear if the keyword is matched word for word.

The main purpose is to reduce invalid traffic brought by phrase and broad matching keywords. The method of finding negative keywords is also very simple. Just check the search term report, find out the root words that match the keywords that are not related to the business, and add negative keywords. Common ones include "table, recruitment , download, forum", etc. The specific ones still need to be combined with the business. Think about the keyword search thinking from the perspective of potential customers.

Mobile Bid Ratio

This has been described in more detail at the unit level, and there is also this setting at the plan level, which is a relationship of execution order. If not set, the default ratio is 1:1.

Other settings

This is only available in the Baidu backend, and there is no related setting in Baidu Assistant. The key lies in the "Dynamic Creative Settings". You need to update the dynamic creative regularly, otherwise you will always capture expired content from some websites and accounts. Other settings include precise matching expansion, search cooperation network, and same-stage display. As long as the budget is not too tight, it is recommended to turn it on.

The time period, region, budget, etc. in the planning level are all basic contents set according to the promotion business, so we will not discuss them in detail here.

A little experience:

1. Optimizing and adjusting efficiency can be done using Baidu Assistant, which is similar to operating EXCEL.
2. When you run out of creative ideas, you can use promotional videos to "borrow" ideas from your peers in other places.
3. By default, the URL can be used with separators to add phone numbers or QQ numbers.
4. Basically, only the top three keywords have good conversion effects. Even the fourth one is a bit...
5. Competitive words often have unexpected effects, that’s all I can say about them.

That’s all the basic optimization content I have to share. Next time, I will share other function optimizations of Baidu promotion, such as online alliances , flash investments, store management, and avoidance of malicious clicks. I also hope that experts with experience in this area can share more optimization experiences.