Interpretation of several questions in Baidu bidding data analysis
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When it comes to data analysis, this issue is discussed and consulted almost every day, because data analysis has become almost a necessity and a familiar skill for a qualified bidder. Data analysis can reveal many problems in bidding, including how to optimize and carry out data keyword sources, high clicks, high displays, high consumption, high conversions, etc. Let me share a few thoughts on these issues: First, keyword analysis in the data 1. Do a good job of keyword tracking and statistics, because this can track keyword data more accurately, and you can expand keywords or study the next promotion plan strategy based on the data. Generally, there are ports set up in the background of the website, so I won’t go into details about this. 2. The URL path corresponds to the keyword, and the conversion can be counted. Second, analysis of display click questions 1. Analysis of high display and high click-through rate: how does this indicate that your creativity is excellent, the display position is stable, there are more display opportunities, and netizens have more opportunities to see it, so the click-through rate will be very high. In this case, you should pay more attention to the account page and customer service, because this will affect the conversion effect, and the appearance of the page will directly affect the user's next consultation, etc. 2. Analysis of high display and low clicks. This situation is when the display opportunity is very good, but the clicks are very few. This means that the account is not creative enough and the creative writing is not attractive enough. It should add digital symbols and eye-catching text to attract clicks. This should be done when the ranking is stable. 3. Low display and high clicks. In this case, it means that the account's click-through rate is relatively high and the creativity is relatively excellent, but the keywords and account units are estimated to be relatively small. Keywords should be added and creativity should be optimized to increase display and stable clicks. Third, analysis of display consumption questions 1. High display and high consumption may indicate that the account's bid is very high. Too much attention should be paid to the keyword ranking. More analysis should be done on the direction of consumption, and adjustments and optimizations should be made according to different situations. For high-consumption keywords, the bid can be slightly lowered when the ranking is stable. 2. Analysis of high display and low consumption, which shows that the optimization is in place. In this case, continuous optimization and stabilization should be carried out while paying attention to fluctuations in consumption and display data; 3. Analysis of low display and high consumption. This is the issue that many bidders are discussing or discussing the most, because this issue is really difficult. There are many influencing factors, such as accounts and personnel. In the case of low display and high consumption, this is how it should be done. While reducing consumption, constantly adjust the account, add keywords, optimize quality and stabilize quality. Fourth, analysis of consumption and conversion questions 1. Analysis of high consumption and high consultation conversion. This should focus on the conversion of keywords and the key points of high consultation. For high consultation and high conversion, more keywords in this area should be expanded to reduce consumption, so as to achieve the purpose of optimizing the account; 2. Analysis of high consumption and low conversion. This is the problem of clicks and consumption but no consultation that everyone is discussing. In this case, we should improve creativity to attract clicks, continuously optimize pages, and improve the quality and professional knowledge of consultants in order to better answer user questions and increase conversion rates. On the other hand, we should adjust and optimize some high-consumption words; 3. Analysis of low consumption and low conversions indicates that the account optimization and promotion effect is very poor. The account should be optimized while increasing bids to stabilize rankings, optimizing landing pages and URLs, and controlling time periods and consumption. Data analysis can help us analyze the drawbacks and weaknesses in bidding very intuitively. Developing the habit of analyzing bidding data is a very important way for us to improve user experience. |
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