How to do website bidding promotion and how to do it well?

It has been more than a year since I switched from SEO to Baidu bidding. I don’t know a lot, but I should be able to talk about bidding from scratch. This article will not discuss bidding technology, but simply talk about some personal experiences and why I chose the bidding industry.

At the end of July 2018, I joined my current company to do SEO (interview position: SEO Supervisor), and I have been working in bidding for more than a year now. During this period, I have experienced ups and downs, from a single-day budget of 1,000+ to the current single-day budget of 10,000+ (in addition to 360 Dianqing, Shenma Wolong, Zixunliu, Aicaigou, Baidu Direct Express, and managing 5 bidding accounts at the same time).

Let’s put aside the technology and talk about some basic skills for entry-level bidding.

1. Account structure is the cornerstone of bidding

When we do search engine optimization, we often start with keyword analysis, and Baidu bidding is no exception. This article takes aluminum profiles as an example.

Core product word: Aluminum veneer

Step 1: Subdivide product categories (planning groups) as follows:

Fluorocarbon aluminum veneer (planning group)

Perforated aluminum veneer (planning group)

Honeycomb aluminum veneer (planning group)

Aluminum curtain wall panels (planning group)

Dry hanging aluminum veneer (planning group)

Step 2: Product category segmentation (unit group), as follows:

Planning group (fluorocarbon aluminum veneer) - unit group (sub-products, prices, wholesale, manufacturers, customization, etc.)

Planning group (perforated aluminum veneer) - unit group (sub-products, prices, wholesale, manufacturers, customization, etc.)

As shown above, by segmenting the products, we can get a clearer account structure.

2. Keyword selection skills

After building the account structure, we need to fill in keywords in the unit. We can fill in specific keywords according to specific plan units, such as: fill in the perforated aluminum veneer> price unit group (perforated aluminum veneer price, how much perforated aluminum veneer per square meter, how much perforated aluminum veneer cost and other price-related words to facilitate creative matching).

3.What should we pay attention to when creating keyword ideas?

When it comes to creativity, it is important to emphasize “red highlighted, relevant, and coherent.” If you are not familiar with copywriting, you can check out your competitor’s keyword ideas, copy and paste them, and make slight modifications.

4.What should I pay attention to when writing a landing page?

For bidding ads, good creativity can improve the click-through rate and quality of keywords, but for conversion, the landing page is the key. Taking this article as an example, since the core product "aluminum veneer" has been segmented, the landing page of each unit must be targeted at a specific product to prevent users from seeing irrelevant products and jumping out quickly.

5. Invest in PC or mobile?

For this industry, given that bids for PC are often higher than those for mobile, we can choose mobile first and use percentage bidding to raise bids for PC.

6. Use negative words to exclude irrelevant traffic

For bidding, conversion rate is the primary approach. After segmenting the keywords, we can use negative words to exclude irrelevant or unnecessary traffic. For example, if a group's keywords are aluminum veneer manufacturers, if broad matching or phrase matching is enabled, a large amount of irrelevant traffic may be matched. (For example, words like aluminum-plastic panel, 1066 aluminum panel, floor decking, etc., we can use negative words to exclude them)

7. What should I do if the bidding traffic is unstable?

No matter what industry, there will be peak and low traffic periods, and there will also be quarterly differences. For beginners, during the initial bidding, we can adjust the delivery time of the day based on the total daily budget. After several consecutive days of delivery, we can adjust again based on the customer acquisition data. If there are problems such as no customer inquiries for a long time, we can suspend the delivery and postpone it for half an hour or an hour.

8. What should I do if the keyword quality is not good enough?

There are two simple ways. First, use high bids to obtain high click-through rates in the early stage of bidding, thereby improving keyword quality. Second, use keyword phrase precise matching mode to enhance the relevance of search terms and trigger terms, thereby improving keyword quality. Other methods include: landing page relevance, keyword relevance, pictures, etc.

9. What should I do if the unit price of customer acquisition is high?

For the unit price of customer acquisition, landing page and keyword selection are the primary influencing factors. During the period of bidding advertising, understand the revenue words and customer acquisition peak periods, focus on them, lower bids or ban words with high consumption and low customer acquisition, and make adjustments slowly.

in conclusion

Whether you are a beginner or have been in the industry for many years, for Baidu bidding, unless you have been familiar with an industry for a long time, it is difficult to get "immediate results". If you want to reduce the unit price of customer acquisition, you often need to rely on a lot of data and resource support, and then constantly fine-tune according to the data to get better results.