How to carry out Baidu bidding promotion during long holidays? Should online promotion be suspended?

During the Spring Festival holiday, many people are concerned about Baidu promotion. Some people are traveling, some are going home, everyone is on the road, what should they do with bidding promotion? What should I do if the promotion is not online and customers cannot find me and may be lured away by my competitors? If the promotion continues online, how can the return on investment be guaranteed and how can customers be received?

Therefore, many cautious companies will always set holidays and night time to be suspended when setting up accounts in Baidu promotion to save costs. The reasons for suspending promotion of corporate accounts are nothing more than:

1. There was no customer service girl on duty during the Spring Festival holiday, and no one answered the customer's phone calls

2. Everyone is traveling during the Spring Festival. Who will spend money? There are no customers.

3. There is a lot of waste during the Spring Festival, and there are many malicious clicks from peers

What is the reality?

SEM is online advertising, which is different from offline advertising. Traditional advertising is about passively receiving information, while search promotion is actively requested by customers.

During the long holidays, if customers are searching for ads, it proves that customer needs are very urgent, and the possibility of conversion can certainly be greatly increased; if the ads are not searched by customers, there will be no clicks, and there will be no worries about the wallet;

Let's analyze the issues mentioned below:

1. No customer service to answer the phone during holidays?

For the boss's salesperson, what he looks forward to most is to have business calls 24 hours a day. In fact, you only need to transfer the contact information to your mobile phone, or set the call to your mobile phone, so that you will not miss the consultation. With a thirst for business, the time and place of receiving orders are not important, right?

2. Are there really no customers during holidays?

Bidding promotion is an active request for advertising. When users have needs, they will search and the corresponding advertisements will be displayed to them. They will be charged only after clicking. No advertising fees will be generated if no clicks are made. If there is a search, it means that the customer is looking for you because of a need. This is money worth spending!

3. Are there many malicious clicks during holidays?

Generally, customers who do not have urgent needs are sleeping or playing. Only customers with strong and urgent needs will work overtime in front of the computer to look for business cooperation. At this time, if the account is being promoted, the advertising will be more targeted than usual, the promotion conversion rate will be higher, and there will be no waste.

In addition, some competitors do suspend promotion during the holidays, but we choose to place advertisements during this period. Compared with weekdays, the keyword bids can be lower and the rankings can be better.

According to the above analysis, seize the opportunity, adjust the strategy, and holidays may become the golden period for account promotion. Of course, some industries are closed on weekends and holidays, so there is really no one waiting. Treat different industries differently according to their characteristics, and make in-depth analysis and adjustments based on the characteristics of your own industry and business.

How to properly adjust your account during the holidays?

1. Set up according to the industry’s own situation:

Customer attributes in different industries are different, and their holiday behaviors are also different, so account settings should follow potential customers, for example:

Car repair industry: It’s holiday time, people in first-tier cities drive back to their hometowns, so second-tier cities have an opportunity, first-tier cities should seize the opportunity when returning home after the holiday

Tourism, car rental and other industries: Needless to say, it's time for you to show your skills, run and promote!
For some industries, such as medical care, wedding photography, tourism, high-end training, and the automotive industry, there may be a peak in store visits. Although there will be a lag in transactions, which are generally the results of promotions made before the holidays, some quick transactions and consumption can still be generated in the next few days. For some industries, we will actually promote them more vigorously during holidays.

2. Basic Account Setting Strategy

1. Generally speaking, the price of non-key words can be reduced. Some plans can even be paused to control spending. Increase click-through rate by writing creative content with Spring Festival atmosphere. There may not be direct conversion during the Spring Festival, but we can prepare for conversion after the holiday.

2. Mobile phones are indispensable when traveling, and the traffic from mobile devices is increasing rapidly, so the proportion of mobile budget should be increased;

3. The budget can be set smaller, the keywords can be more precise, the time period can be appropriately selected, and the money can be spent on key areas;

4. It is recommended to set up the promotion plan separately, so that it is easier to control the budget and time period, and the price can be adjusted without affecting the quality of the original promotion method. The assistant can copy and paste and make minor changes;

5. You can also consider choosing keywords based on holiday characteristics, refer to the data of Baidu Index in the same period of previous years, and choose according to the crowd;

6. Consider some holiday activities, such as: buy discount, buy one get one free, free trial, etc., to stimulate visitor consultation conversion;

7. You can also consider advertising on the alliance alone to promote your brand and give old visitors confidence;

Summary: It’s not that you can’t promote holidays, it depends on how you promote it. Other people’s holidays may be your opportunities. You need to analyze carefully based on the industry situation and customer situation, and also do a good job of data monitoring. The earlier you discover the pattern, the more opportunities you can seize.