What should a bidder do? Summary of bidding skills

I believe that 90% of the viewers who clicked in based on the title are dissatisfied with the current situation. Keywords such as "bidding tutorial" and "bidder skills" are quite popular in Baidu, which means you are probably confused and puzzled about the bidding position.

What should a bidder do? What skills are required for this job?

1. Understand the nature of bidding

What is bidding?

The bidding we are talking about usually refers to search engine marketing, or SEO, which simply describes search engine + marketing.

As marketers, we rely on search platforms, but we often find that the platforms are always changing and seem unreliable.

In the past two years, Baidu has successively launched the Qingfeng algorithm and the Jinglei algorithm; and continued to launch dynamic creativity, Fengchao graphics and text, and segmented matching bidding.

With the changes in user needs, technological innovations, and the release of policies, the platform has been changing, and what we can do is to keep learning and keep up with the pace.

But what cannot be ignored is that only the form of promotion has been changing, but the essence of marketing has not changed.

The essence of marketing: communication.

The basic purpose of ranking: to establish connections with customers.

Set up matching methods: establish connections with customers.

The purpose of landing page conversion point optimization: to establish a connection with users

…

Let’s imagine the scenario: visitors search for needs (i.e. keywords), and then the search engine returns answers to users (i.e. search results). This is our first communication with users. Are we included in these answers (i.e. displayed)?

Can visitors see the position (i.e. ranking) we occupy?

Is the content of the answer provided (creative, title, description, URL) relevant to the user's question and does it attract him?

Are there marketing points that pave the way for further conversations (clicks, visits, views, consultations)?

If the answer is no, then our communication with users has failed in the first place. Only when you understand what you really want to do can you better respond to external changes.

2. Master the flow thinking

Accurate flow

The essence of marketing is communication, but it does not mean insignificant and meaningless communication. What we really need to do is say the right words to the right people at the right time. That requires us to have the mindset of mastering traffic.

After all, bidding is a process of grabbing traffic. Since you have spent money, you should make sure every penny is worth it! Therefore, we need to understand:

What kind of traffic do I want?

What kind of traffic can I bring?

How much traffic do you need?

That is, precision flow. We often hear people say "grab rankings, grab traffic", but what's the point of grabbing invalid traffic?

As the saying goes, "Any traffic that is not for the purpose of conversion is rogue."

3. You must learn to do data analysis

Data analysis

If I were to break down my workflow, I would spend 70% of my time analyzing data and the rest executing actions .

Bidding is a process of playing games with data. No matter how much experience you have, if you want to improve account performance and optimize your account, you must have data to rely on.

Establishing data correlation, integrating data, and conducting multi-method and multi-dimensional data analysis can, to a certain extent, help us discover and explore the essential connections and laws of things, greatly improve work efficiency, and clarify the optimization direction of accounts.

4. Establish a feedback mechanism

Feedback Mechanism

When bidding, the biggest fear is poor results. If we suffer a loss, it is easy for us to develop a mentality of turning the situation around.

That is: the worse the effect, the more chaotic the operation. If you lose 5K today and 10,000 tomorrow, you will want to make back the lost money quickly, so you will easily make a lot of plans and other operations, which will result in even greater losses, and the cycle will repeat itself.

Moreover, since bidding is directly responsible for money, it is easy to be under pressure from the boss. After failing too many times, it is easy to have negative emotions, and you will tell yourself that you can't do bidding.

Just like when I first started working, I didn’t have a systematic understanding of bidding, and I often made mistakes at work. What I feared most was when the supervisor walked into the boss’s office. I always thought, “Are they discussing whether to fire me?” and I kept doubting myself. In the long run, it will certainly be even more difficult to adjust the accounts.

It can be seen that what is important for us is to have the right mindset.

5. Record Optimization Logic

For experienced optimizers, there must be a logic behind every operation.

Bidding is not mysterious. Once you become familiar with it and understand it, you will find that it is completely regular.

What should I do if a high-intent word matches a low-intent traffic? We will first look at the average price, then the conversion, then the page, and finally the match.

How did this set of optimization logic come about? It comes from your summary of historical laws.

Therefore, you must be good at summarizing your own optimization logic, putting it into the market, and constantly testing and recording it.

6. Be familiar with other job positions

Build good relationships with other departments

Build good relationships with other departments

Bidding and customer service are a pair of brothers in distress. When performance is poor, they blame each other; when performance is good, they raise their glasses to celebrate. But we all know: if the customer service does not digest the traffic we have worked so hard to attract, there will be no final results.

For many bidders, they always pursue the title of bidding god too much. In fact, there is no such thing as a real god. Even if one is proficient in all kinds of skills, he cannot beat the specialization and limited energy.

The positions we come into contact with more often are bidding, customer service, SEO, editing, planning, art, programming... We have a close relationship with them, they are the water and we are the fish. Without them, it is unimaginable what achievements we can make.

There are only strong groups, no strong individuals. Therefore, it is necessary to establish good relationships with various departments, which is a necessary ability for bidding work.
In addition, we also need to understand the work content of each department, which is of great significance to the implementation of bidding work.

For example, customer service positions. As mentioned earlier, the essence of marketing is communication. We must always pay attention to and understand the content of communication between customer service and users, and promptly understand user psychology.

For example, SEO is another form of promotion that uses various other third-party platforms to increase exposure and create search sources for products. In fact, SEM and SEO are indispensable. One fights in the paid area, and the other deploys troops in the natural ranking area.

7. Establish an integrated marketing mindset

Integrated Marketing

Bidder is a profession that was born out of Baidu and has prospered due to the rapid growth of private hospitals. Due to the blunders in the medical industry, we are not only subject to external controversy, but also have to abide by the rules of the game restricted by the search platform.

At the same time, we found that the Internet was developing too fast. Many legacy details from the PC era had not yet been sorted out, and the mobile Internet quickly plunged us into a complex maze.

The rise of information flow, the rise of short videos, the rise of long videos, and so on, it’s dazzling.

It's not just us, it's the users too. Every day we are attracted and changed by all kinds of new things. Who would still think of asking Baidu questions?

The platform traffic has become decentralized and more refined, and there is no way we can rely on Baidu for the rest of our lives.

The era of traditional media is a "church-style" information dissemination, where information flows from top to bottom in a one-way direction, and consumers can only accept it passively. Internet media is a "market-style" information dissemination, in which information flows in a multi-directional and interactive manner. Consumers hear a diverse and noisy mix of voices, each different from the other. With the explosion of self-media today, consumers have mouths as well as ears to express themselves, and many people have changed from receiving information to disseminating information.

A single channel cannot satisfy our pursuit of results. Only by combining channels strategically can better results be achieved.