SEO training: Why is the conversion cost of Baidu bidding getting higher and higher?

As a bidder, the most painful thing is that you are clearly trying hard to optimize, but the cost is still high. Feng Chao from Dongguan thinks that at this time we should stop what we are doing in time to carefully analyze the reasons and find solutions, otherwise we will only lose the big picture and end up wasting our efforts.

1. Reasons for high conversion costs

Bidding conversion

1. The price of keyword clicks continues to increase

When Baidu bidding first started to rise, it was only a few cents per click. You could make money on anything and you didn't need to manage your account. As more people realized the benefits of bidding, we bid up the prices of keywords with limited rankings, and the price of keywords also increased dramatically. The price of a click increased from a few cents to dozens or hundreds, which became more and more expensive, and naturally the cost became higher.

2. Fierce market competition

Because bidding can directly bring in accurate customers, countless companies have joined the bidding team. Under limited rankings, they have tried everything from rankings to landing pages, to back-end conversions, from malicious clicks to mutual brand words, to stealing customer information, making conversions increasingly difficult and the cost increasingly high.

3. Users become smarter

Today's users are becoming smarter and more clear-headed. They will consider many factors before making a decision. Comparing products from three different stores is just the initial stage. Next, they will carefully examine a company's strength, qualifications, reputation, etc. They can no longer get away with a single click, so full-network marketing is more advocated now.

4. Use the same method to operate the bidding

This is an important reason. The bidding industry has become more and more formalized, and the operating methods of practitioners are becoming more and more similar. The account structure is similar, the landing page is similar, the consulting software is the same, and even the sales pitch is similar. Well, we can only compete on price. Do you think the cost can be low?

2. How to reduce conversion costs

1. Shift from account-centric to landing page-centric

In high-profit industries, you must have the courage to face up to fierce competition, which means directly offering high prices to compete for rankings. At this stage, the level of bidders' account operations is very high. What matters now is the landing page. As long as the landing page is better than your competitors, you can win, so from now on, you should focus more on the landing page.

2. From independent operations to team operations

Bidding has long passed the stage of fighting alone. Bidding has never required the cooperation of various departments more than at the current stage, especially the cooperation of the brand department to solve the brand trust issue, which will greatly increase conversion.

3. Focus on one point and explode

Because keywords are divided into different purchasing stages and different groups of people, we need to gain an advantage over our competitors locally. We need to explode the subdivided keywords, thoroughly understand one category of keywords, and monopolize it. Then you will find that the cost can be low!

4. Do a good job of data analysis

Data analysis guides the direction of your bidding and can significantly reduce your conversion costs. When you analyze and optimize high-consumption keywords, regions, and time periods, you will find that the cost is slowly decreasing.

The above is my analysis and summary of the reasons why the conversion cost of Baidu bidding is getting higher and higher. I hope that this little sharing can help us. Thank you.