How to build a Baidu bidding promotion account structure and create a Baidu bidding account?

Friends who do SEM know that account building in the early stage of promotion is very important, but there are still many novices who do not build them correctly when taking over new accounts, which makes it difficult to do optimization work in the later stage.

Therefore, it is necessary to talk about how to build a good account structure .

The purpose of building a good account structure is to make the account structure clearer and data analysis easier.

Accounts are divided according to promotion plans, promotion units and keywords. The structure of the account is fixed, but different product features require customized strategies.

By product:

If the project promotes many products, you can promote them by product category and set up different plans for each product.
For example, in the office furniture industry, there are different products such as boss desks, conference tables, and staff desks. These products can be divided into different plans and launched.

By time period:

For example, if a certain product receives more inquiries at 4 pm, you can increase the bid ratio at that time. The bid ratio can be reduced during worse time periods. If there is no consultation period, the plan can be suspended.

By Region:

For example, in the office furniture industry, if you only want to promote it in Henan Province, then you only need to set the Henan region.

Purchase intention: discovering problems, seeking solutions, and deciding to buy. In these three stages , the intention increases from weak to strong. The user's search volume will decrease as time goes by, but the intention will also become stronger.

1) Discovering the problem: This indicates that the user has a certain need. For example, if a user has dark circles under the eyes due to staying up late, the visitor may search for words such as “why do I have dark circles under the eyes” or something similar.

2) Seeking solutions: After users know why they have dark circles, they want to find a solution and may search for words such as “what to do about dark circles” and “how to treat dark circles”.

3) Deciding to buy: After browsing around, the user has decided to buy, but is still hesitant, so he makes a comparison. For example, he may search for words such as "which is the best place to treat dark circles" and "how is X's dark circle treatment" etc.

Below is an example of my newly created account.

When creating a new account, you need to consider whether this product exists alone or there are other products. For example, I make freckle removal products. If you only sell this one product, then you can just divide it according to purchase intention.

If it is a multi-product, there are not only those for removing spots, but also those for removing wrinkles. Then it is necessary to divide the plan according to multiple products, and then divide it according to words. For example, freckle removal can be divided into treatment words, surgical words, cost words, symptom words, harm words, cause words and so on according to the parts of speech .

Divide these words according to the planned level.

For example, treatment words, surgical words, and cost words can be managed by creating separate plans. Because the intentions of these words are relatively strong.

For example, cause words, symptom words, and harm words. These words can just build a plan. Because the intention is not strong enough, it is only in the understanding stage.

The delivery settings are generally carried out from the regional and time dimensions.

How to set the regional dimension: Open the Baidu Promotion Backend - Promotion Management - Region, and then you can select the region you want to promote.

If you want to set different bids for different regions, you can set the bid ratio in the regional delivery interface . Just modify the bid coefficient of the corresponding region in the red circle in the picture below. By default, it is usually 1.

The advantage of this setting is that you can place ads in a single region or in multiple regions, and you can also pause or lower the bid coefficient for regions with poor performance. Strive to maximize profits. Of course. Whether the effect is good or not also depends on the data, and you must not make modifications based on your feelings.
How to set the time period dimension: Open Baidu backend - Promotion Management - Promotion Plan, and click Edit Promotion Time Period.

After entering, just select the time period you want to broadcast. Just like regional targeting, you can also set the bid ratio.

The bidding ratio of time periods also needs to be determined through data analysis to find out which time period is most effective, and then make adjustments to increase the bidding ratio. Otherwise, reduce the bidding ratio to reduce waste.

The next step is to find words and subdivide the keywords. I remember writing an article about word expansion before. Those who are interested can go and look for it. I won’t go into details here. I hope this can help you.