SEM practical case: How to do Baidu bidding promotion?

There are too many articles about bidding on the Internet. If you read all of them and feel you have gained a lot after reading them, then congratulations, you may be "wasted"! Many times, reading these articles is useless, because Baidu bidding is a system rather than a simple one-step method. It requires systematic thinking steps to operate. Let’s learn today how to build your own Baidu account. The article is a bit long and the content is quite dry. Please bookmark it and think about it carefully. It will help you transform from a "newbie" on the Internet to a "master" in promotion! Proven and effective!

All things are difficult at the beginning, Baidu account building requires careful research

If you want to promote a project, you need to make the following preparations to set up an account for the next stage of promotion.

First, we need to conduct market analysis, target the target audience, and sort out and classify all the keywords required for this project. One suggestion here is that the keywords with different attributes should be classified as finely as possible, which is also to prepare for a refined account structure before promotion.

Principles of refined account structure division:

Let me explain it in detail here. A refined account refers to whether the keywords and related creatives added in each promotion unit and the corresponding landing pages under each plan correspond one to one. This is also what ultimately determines whether the traffic is accurate after the account is launched for promotion, whether the website visitors are your target customers, and whether inquiries and orders can be generated.

Often, a promotion account fails to achieve the maximum promotion effect. Half of the reason is related to our account structure construction, and the other half is related to the promoter's delivery strategy.

Therefore, a good account structure is also related to the survival of the account in the later stage (although it is a bit exaggerated, it is proven by actual combat). This is also one of the reasons why some bidders with many years of practical experience require detailed division of account building requirements. It is also one of the necessary conditions to be a qualified bidder.

Bidders entering the SEM industry should remember that a good account structure is a good start before promotion.

Account building practical operation explanation:

" Marketing website" is the core keyword of XX.com. When setting up an account, "marketing website" is built as a promotion plan and launched on mobile phones. These are the main setup issues you'll encounter when building a plan. First, let’s understand the levels of Baidu accounts:

Promotion plan level settings:

Name, budget, time period, and delivery area.

• Plan name , "Marketing Website" is the name of the promotion plan.
• Plan budget , set a reasonable budget for the plan to control consumption. Some bidders often ignore this setting. If the consumption of the plan suddenly increases, it will eventually cause the total budget set for the account to reach expectations and the promotion will be offline, so the budget for the promotion plan must be set.
• The planned time period is set according to our promotion needs. Generally speaking, we make an analysis based on the target customers' Internet access time periods. Our target customers are entrepreneurs or company network managers, so our promotion time is from 8:00 in the morning to 22:00 in the evening. During this time period, the corresponding online sales customer service staff are always on duty to follow up.
• Planned delivery area . If you are delivering in multiple regions, you can set up multiple identical promotion plan names with different promotion areas, for example, Shenzhen marketing website, Guangzhou marketing website, Wuhan marketing website, etc. This is also a way to build an account structure, the purpose of which is to monitor, observe and control consumption in various regions.

Promotion unit level settings:

Unit name, unit move ratio bid, unit bid, no word.

• Unit name , the premise is that we have to classify all the keywords related to "marketing website" by attributes, for example, price, features, cost, cases, etc.; later we will directly name each promotion unit according to the keyword categories of these different attributes. We named a unit in the plan "Marketing Website Case".
• Unit mobile ratio bidding is only set for mobile bidding. The ratio setting range is 0.1-10. If the plan is only for PC delivery, the unit ratio can be set to 0.1; if it is only for mobile delivery, the ratio can be set to 10. We set the ratio of the "Marketing Website Case" unit to 10.
• Unit bid : Unit bid is not the final bid for the keyword, we can just set it to 1.
• Negative words , that is, negative keywords, are used to block invalid search keywords. This setting will be added later in conjunction with the search term report in the account.

Keyword settings in promotion unit:

Keyword name, bid, matching mode, access URL, mobile access URL.

• Keyword name , we just need to add all the keywords related to "marketing website success cases" into this unit.
• Bid , because the unit ratio is set to 10, we are targeting mobile delivery. At this time, the keyword bid is not the final bid for the mobile terminal (mobile bid = keyword bid x ratio 10), but the final bid for the mobile terminal. We set all bids to 1, and then check the ranking in the real-time promotion or adjust the bid based on the average keyword ranking data in the account background.
• Matching mode . There are three types of keyword matching modes: exact match, phrase match (exact inclusion, synonym inclusion, core inclusion), and broad match. In addition, remember to set negative keywords.

Introduction to keyword matching modes - Let's take "marketing website" as an example to promote the keyword to illustrate the display rules of these three matching modes:

Note: √ means your ad can be displayed, × means your ad cannot be displayed

Also remember to set negative keywords to exclude irrelevant traffic

For example, you set a broad match for the keyword "XX website official website". When you check the search term report, you find that netizens who searched for "XX website official recruitment " also clicked on your promotion results. Through Baidu statistics, you further find that these netizens did not actually open your web pages, or stayed on the website for a very short time. At this time, you can add "recruitment" as a negative keyword in the promotion plan and promotion unit. In this way, when netizens search for search terms containing "recruitment" such as "XX website official recruitment", they will not see your promotion results.

If you only want to make precise restrictions on certain search terms, you can set them as precise negative keywords so that only search terms that are exactly the same as these words will not trigger your promotion results. Still taking "XX website official website" as an example, you find that searching for "official website" may also display your promotion results. At this time, you can set "official website" as an exact negative keyword, so that netizens who search for "official website" will not see your promotion results, but those who search for "XX website official website" can still see your promotion results.

Through the analysis and explanation of the above matching modes, from precise matching to core matching, we can know that the traffic of keywords is a process of transformation from many to few, from precise to broad. Different matching mode settings have advantages and disadvantages. Here we use the synonym inclusion in the phrase matching mode to set the keywords in the "Marketing Website Case" unit. Of course, we will also need to look at the keyword display, click, and consumption data in the unit to make relevant adjustments to the matching mode. For the access URL and mobile access URL settings, we only need to copy the website article page link corresponding to the keyword.

• Access URL and mobile access URL , for this setting we just need to copy the website article page link corresponding to the keyword.

Creative settings within the promotion unit:

Creative title, creative description 1, creative title description 2, access URL, display URL.

1. Creativity . Baidu officially provides some key points that need to be paid attention to when writing creative ideas. A good creative idea should include the following four points: popular, relevant, fluent, and attractive.

• Piaohong , one creative should contain 2-3 wildcards.
• Relevant , the creative ideas written should be highly relevant to the keywords.
• Fluent , let netizens see that your creativity should be readable smoothly.
• Attract , grasp the search needs of netizens, and resonate with their search needs.

I think the first three points can be accomplished, but the last one is a bit difficult. For the specific writing plan, we will use the Internet user motivation analysis table to conduct in-depth analysis and writing.

After analyzing the above, the fourth requirement of creative writing, "attraction", will be easy to write. (Note: Due to the limitation of bytes for mobile creatives, the creative content must be concise.)

As netizens now have a higher level of appreciation for websites, the creative title content is "5,000 successful cases, NiuShang.com, the standard founder of marketing websites", to ensure that when netizens click to enter the NiuShang.com website, it has a certain authority and trust, which gives netizens a feeling of entering an official website. Then write it in the description, followed by a brief summary of our NiuShang.com's advantages, cases, and product types to closely follow the netizens' user needs, purposes, and meet their expansion needs. Of course, there are many ways to display creativity, and different display methods can be set up.

2. Visit the URL . Since we have already filled in the link in the keyword URL, we only need to fill in the website's promotional domain name here, display the URL, and the settings are the same.

The above is the overall construction process of a plan. No matter which construction method is adopted, we must follow the principles of account construction:

The logic of account structure division must be clear and refined, and keywords with similar meanings and structures should be placed together.

This allows for writing targeted creatives for the promotion unit where the keywords are located; ensuring that all keywords under a unit are embedded in the creatives with smooth sentences and clear semantics, and also facilitates the subsequent statistics of delivery data, laying a good foundation for future account management and optimization work.

After the online promotion, post-optimization cannot be ignored

Explanation of the post-account optimization plan:

After your account goes online, you may encounter the following situations:

The keywords are not displayed or the display volume is very low

(excluding no impressions due to too low a bid)

Adjustment plan:

Expanded matching modes: broad matching, phrase matching (including three modes), and exact matching. Different matching modes will bring different effects. The display volume of broad matching is much larger than that of phrase matching, and phrase matching is much larger than that of exact matching. Please note that these three matching modes have advantages and disadvantages. Therefore, after expanding the matching mode, you must observe whether the display has increased and whether the clicks have changed.

The recommended selection method is:

There is a lot of consumption but no conversion; the click price is very high but there is no conversion.

Adjustment plan:

For these words, you can create a new plan and subdivide it into multiple units, perform unified optimization, creative in-depth writing optimization, give these words a suitable bid, and then continue to observe the performance of the keywords.

Account spending suddenly increases or decreases.

Adjustment plan:

For this kind of abnormal situation, we must first rule out human factors in adjusting the account, account planning budget, keyword price adjustment, keyword addition or deletion, matching mode modification, promotion area and promotion period changes, etc. If we forget the overall process of account operations yesterday, we can find out from the account's historical operation records.

At the same time, download the data reports for the same period before and after the change, lock them one by one, see which plans and units the anomalies mainly occur in, and finally lock on the specific keywords.

If the account is large and has many plan units, you can select the plans and units that account for 80% of the account's consumption for analysis to identify the problem (80/20 rule: 80% of the account's consumption may be concentrated in 20% of the plans and units)

Keyword display and click data abnormalities.

We can analyze it from the following aspects:

Changes in display volume . First, check whether the display volume of the keyword has changed suddenly. The following are some situations in which the display volume changes;

The external environment has changed. Some news or policies have caused changes in the overall environment, resulting in abnormal search volume among netizens. You can look at the Baidu Index to see if it shows a consistent trend with the changes in keywords.

If these are not available, you should check the search term report to see which search terms trigger the keywords in the account and see if you need to adjust the matching mode of certain keywords.

If there is no problem with the display, click on the mutation to check the ranking of key keywords to see if there has been a significant change, whether the ranking has dropped, whether the ranking position has changed. Sometimes the ad space on the PC side is only displayed on the right, and the first three ad spaces on the mobile side are not displayed, only the bottom few ad spaces are displayed, and the promotion status shows that it is not suitable for promotion, the quality is reduced, the number of promotion competitors has increased, and whether the competition has become more intense. These data and problems need to be deeply analyzed and understood.

During the period of account stability, we also need to expand the word volume of keywords with good conversion and performance. The specific steps are as follows:

• Filter out keywords with good effects and expand them to get more high-quality keywords.
• Obtain search term reports in a timely manner and expand high-quality keywords with high relevance.
• Pay attention to seasonal distribution and netizens' hot topics, and grasp the hot keywords with high relevance.

The analysis points and adjustment methods for the above problems are only part of what we need to do in promotion. We need to put more thought and energy into account investment strategies. We have mentioned before that (often a promotion account fails to achieve the maximum promotion effect, half of the reason is related to our account structure, and the other half is related to the promotion staff's delivery strategy.)

Here are two account placement strategies:

• Promotion time period delivery strategy, because the search population in each time period is different, the final conversion will also vary, so you can launch a new account or create several new plans, and choose a good time node for targeted delivery.
• The Account 28 principle delivery strategy is to extract the main keywords of this account (the main promoted keywords, the keywords that mainly generate inquiries, etc.), re-establish a new account and only add key keywords for delivery, etc.; there are also some delivery methods that we have not thought of yet and are waiting to try.

Finally, let’s summarize:

What are the most important things in bidding: passion, focus, responsibility, attitude, and thinking (delivery strategy). If you have these, I believe you will go further in this industry.