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1. Avoidance (Basics) 1. To avoid dead links, always pay attention to the account promotion links and the website access situation. If any abnormality occurs, please suspend the promotion in time before the website returns to normal to avoid promotion waste and account rejection.
2. Time period and region settings In addition to flexible settings for promotion region settings, you must also consider plan and account level settings. For example, some bidders fail to pay attention when setting the promotion area, resulting in a national campaign or a certain plan not setting up a separate secondary region. These directly affect the promotion effect and even cause huge waste.
3. Brand & competitor word management: Regardless of whether the brand word is created by someone else or someone else’s advertisement is displayed through keyword matching, you should contact the other party to delete the word to ensure that your legitimate interests are not damaged.
4. Blackword material management containing banned words will affect the account credibility. Descriptions that are inconsistent with corporate information or common sense errors will seriously affect the quality of promotion.
5. Ads are maliciously clicked. Baidu promotion pays based on the results. If there are malicious clicks, it may lead to waste of promotion. Suspicious IPs should be blocked automatically and manually (Tool Center-Shangdun). It is also very necessary to exclude normal users with bad search habits. If you are repeatedly hit with malicious clicks, you should consider that it is related to a competitor with whom you have a direct interest. It is best to take the initiative to contact and negotiate, and if necessary, fight back when there is sufficient evidence.
6. Inflated bids Inflated bids will lead to wasted advertising. When there are many keywords in the account, automatic price adjustment should be combined with manual price adjustment. Check the ranking of key words at any time and manually adjust words with abnormal rankings. Or you can summarize the main click words, remove them from the automatic task, and maintain a certain manual adjustment frequency.
7. Improper keyword strategy: The account uses keywords with very low conversion or no conversion, resulting in high conversion costs. Different types of keywords should have different promotion strategies. For example, crowd words and industry words can use a low-price and broad strategy, while product words and brand words can use a medium-to-high bid strategy.
8. Invalid matching: Matching keywords that are completely irrelevant to the company's business is the main source of advertising waste. The corresponding keywords should be widely denied, and keywords that contain effective keyword components should be accurately denied.
2. Skills
1. In order to control account consumption and avoid further losses caused by malicious clicks, it is necessary to make a good advertising budget. The advertising budget mainly includes the promotion plan and the account-level budget. As the saying goes, good steel should be used on the blade. One of the major significances of the advertising budget is to allow more important keywords to be continuously displayed under limited budget.
For example, the budget of the plan where the key words are located can be increased, the budget of less important promotion plans can be reduced, and the incremental budget can also be opened for key plans. The effect of this is that when the budget is insufficient, the promotion of key words is well guaranteed, reducing the losses caused by budget constraints.
2. The most basic way to increase effective traffic is to add effective keywords in the industry. These words can directly or indirectly reflect the user's potential intentions. Relaxing the keyword matching mode can also increase traffic, but it is necessary to strengthen the work on negative words. Since promotion has geographical restrictions, potential customers are not geographically divided. If the search intent positioning function is turned on, potential customers in other places will find their ads through searches with regional words.
After enabling the precise match expansion function, users in the account promotion area can find their own ads without searching with regional terms, which greatly increases the effective traffic of the affiliate marketing, increases brand publicity and traffic, and also promotes the improvement of the traffic of the entire account.
3. The ultimate goal of bidding promotion with delivery strategy is to acquire more customers under the premise of reasonable promotion cost, and the delivery strategy will have a direct impact on it. What to invest and how to invest are both critical. For example, the intensity of investment can be determined based on the input-output ratio of a product or service, including variables such as keyword coverage, bidding, and promotion area.
Keywords also have different parts of speech. Because it involves conversion issues, the investment intensity of words with low conversion rates will be weakened. In addition, the situation of the opponent, the competitive environment and one's own situation are all the basis for changing the delivery strategy.
4. Creative writing Creativity is the flesh and blood of a promotional account. High-quality creative advertising reflects a good corporate image, embodies corporate advantages and conveys advanced concepts, stands out from competitors and attracts more attention from potential customers. High-quality creative wildcards should be used appropriately, corresponding to the keywords in the promotion unit, and the description should fully reflect the company's advantages and audience needs. The sentences should be refined and leave a deep impression.
5. Advertising styles Different advertising styles are related to different user experiences. By analyzing the conversion effect through data, you can set different styles based on your own promotion situation to make your advertising forms rich and diverse, better reflect your own uniqueness, and cater to the needs of different groups of people.
6. Auxiliary tools: Make good use of the tools that come with the system and the auxiliary tools provided by third parties (such as price adjustment software) to facilitate scientific management of accounts, quick operation, reduce workload and enhance purposefulness. It is important to carefully judge some mechanical operation suggestions and not think that everything is right.
3. Data
An excellent marketing specialist must have good data analysis skills, and the results of the analysis are the direct basis for adjusting the account. Although promotion adjustments without data analysis are blind, some empirical things may not have specific data sources, but they have been proven to be effective in practice and can be adopted. IV. Accounts
1. Account structure A good promotion account must have a clear account structure, reflecting a scientific classification method. The parts of speech and meanings within the same promotion unit are basically consistent, which facilitates convenient management and accurate positioning during adjustment without overlap or omission.
In addition to differentiating the promoted businesses, different promotion plans can also establish separate plans for different promotion time periods, different promotion equipment, different promotion regions and other needs. In addition, a good account structure is also a strong support for improving keyword quality.
2. URL tagging: Don’t underestimate the role of URL tagging. A tagged URL is not only unique, but also can be used to tell which promotion unit, which promotion sub-channel, and what the matching pattern is based on the naming definition, laying the foundation for our accurate data analysis.
3. Keyword grouping needs to ensure keyword relevance, rationality, reasonable keyword matching pattern, and a complete number of keywords, so as to basically achieve comprehensive and effective coverage.
4. Creative and novel promotion specialists need to have good writing skills to be able to write creative ideas that are full of soul and appeal, which directly determines the content level of the entire account.
5. The LP-related landing page is the first page that users enter when they click on the promotional link to enter the corporate website. It should be relevant to the corresponding search term intent. The smaller the relevance, the worse the user experience, and the user may even think that they have entered the wrong page and directly close the website. The more relevant the landing page is, the more likely users are to find what they need and continue browsing the website, increasing the possibility of converting potential customers. Therefore, the landing page is very important, and adjusting and optimizing the landing page is a long-term task.
6. After stable and good traffic output is achieved in all links, the things that can directly reflect the quality of a promotion account are the amount and accuracy of traffic, the number of effective conversations formed, the rationality of conversion costs, and whether these performances are relatively stable. If there is a steady increase, it means that the account has no fatal mistakes at least in the overall adjustment ideas, and some empirical things are feasible.
1. Website operation
The security, stability, and web page opening speed of the website are all very important for Baidu promotion. They are the fundamental prerequisite for ensuring the normal promotion of the account. If these aspects cannot be guaranteed, everything else is empty talk. 2. Website content The attractiveness, authenticity, rationality of column design, user experience, etc. of the website content are crucial to the conversion effect of Baidu promotion. Many times we are trying to make some optimization and improvement in these aspects.
3. Consultation conversion is complementary to many other things. As an organic part of the entire online marketing process, the digestion of consultations is closely related to Baidu's promotion investment. If there are problems in the consultation process, it will greatly restrict Baidu's promotion. No matter how many conversations there are, if the consultation cannot form a good appointment, even if the conversations are very accurate, the promotion will be under pressure from performance, after all, the company looks at the final result.
If the consultation is not digested well, increasing investment will become meaningless and will instead result in a waste. As consulting digestion improves and there is solid performance support, promotion restrictions will be fully lifted, thereby making feasible attempts to increase promotion investment, bringing in more effective traffic and tapping more potential customers. |
