How to conduct data analysis and account adjustments for Baidu's bidding promotion account?

As someone engaged in Baidu bidding promotion, you must study every day to see if there is a decline in consumption, display, click, and interaction data, or if there is a problem with the account, you can quickly find the problem, give a solution, and point out the direction of the next step of work. Simply put, if you don’t know how to analyze data, you will only stay in the novice stage.

How to conduct data analysis and account adjustments for Baidu's bidding promotion account?

First, the chart below will show you what data analysis is composed of. Next, we will dissect each knowledge point to ensure that everyone builds a knowledge system.

Determine the purpose of the analysis

The purpose of analyzing data is to obtain better account results, so we must first know what problems our account currently has.

We can analyze through the flowchart in the figure below, centering on different dimensions, listing the core data of the account, and calculate some auxiliary data based on the core data, such as: click-through rate, conversation rate, click cost, etc. Through data comparison, we can find the source of the problem more quickly.

The accounts in the chart only run ads from Monday to Sunday. From the chart, we can see that consumption has gradually shown a slight downward trend, but the click-through rate has not fluctuated abnormally. The search volume has shown a downward trend, and there has been a slight increase by the end of the month.
So I analyzed and compared the data of No. 6-10, which had good results, with the data of No. 20 to 24, which had poor results.

From this chart: the display rate decreased, the click rate remained the same, the conversation rate decreased, and the consumption increased. Overall, there is a trend of decreasing conversion rate. Now that we have found the source of the problem, we know the purpose of the analysis. The next step is to plan the optimization direction.

Planning optimization direction

My suggestion is to avoid directly analyzing keywords and observe the dimensions first.

Because the number of keywords is relatively large, there may be hundreds to thousands, which is not only troublesome, but also the effect will not be too obvious. For example, if the advertising consumption words I put out are not changed, but the delivery time is changed, this will not be enough to give a sufficient answer to the keyword analysis.

Usually, analysis can be done based on the following dimensions: plan, time period, and region. Let’s take the plan dimension as an example and analyze the following data. The following figure is a screenshot of the plan data for this promotion account.

The first plan has the highest click-through rate , and its conversion rate and price are basically acceptable, but the conversion cost is a bit high. It is recommended to implement this plan to adjust the traffic.

The second plan has the highest conversion rate, but its click-through rate is neither high nor low, so it can be optimized creatively.

For the third plan, from an overall observation , the price, click-through rate, and conversion cost are basically acceptable, and this plan can be expanded.
Note: After the analysis is completed, you can analyze the keywords of each plan based on the results and make a certain keyword more specific.

Clarify the optimization method to find the source of the disease, determine the optimized analysis, and the last step is the operation method.