What are the promotion strategies for Baidu's mobile bidding? Things to note when promoting on mobile devices!

Detail 1: Target customers search at different time periods

In Baidu's bidding hosting service, we found that mobile traffic is larger in the morning, noon, evening and night, mobile traffic is more sufficient on weekends and holidays, and mobile promotion commercial traffic in the tourism and other entertainment industries is sufficient. The target Internet users in different industries have different behaviors in using mobile phones to access the Internet and their Internet access time, so advertising needs to be guided based on the actual situation.

2. The target customers are distributed in different regions

Since there are more people using computers in first- and second-tier cities, and the number of mobile Internet users in third-, fourth- and fifth-tier cities is far higher than that of PC Internet users, companies that only do local business (third- and fourth-tier cities) can seize the promotion of mobile terminals, especially in local life service industries such as housekeeping services, where the effect is very good. At the same time, companies that want to expand into the third-, fourth- and fifth-tier markets can also use wireless channels to build wireless websites as soon as possible and seize business opportunities.

3. The characteristics of PC and mobile search terms are different

Information retrieval on mobile terminals is an instant search request initiated by netizens themselves, and most search terms include company phone numbers, addresses, and how a specific product (name) is, whether it is good, and how to use it. It is recommended to use more long-tail words such as question words. When making a wireless website, you can plan the content of this module.

4. Brand word conversion effects are different

Baidu's bidding hosting experience tells us that mobile search terms are mostly brand-related terms, including one's own brand terms and corporate terms of peers (competitive terms), and the conversion rate of such terms is also relatively high. It is recommended that brand-related words for mobile promotion must be fully covered (the editor reminds you: be careful when mentioning competitor words to avoid being complained and having your reputation points deducted).

5. Mobile promotion conversion components should be complete

Mobile has more direct conversion buttons than PC. If the additional creative includes promotional calls, mobile business bridges, web call backs and other buttons that can quickly promote conversions, you can get in touch immediately by simply clicking the corresponding conversion button. Note: For most industries, it is strongly required to set up a "promotional phone number". (Editor’s tip: You can set it up in the additional creative search promotion, both on mobile phones and landlines)

6. Different strategies for establishing bidding escrow accounts

Regarding the establishment of Baidu's mobile promotion account, it is recommended that if you want to carry out refined management of mobile promotion, you can create a separate plan for mobile promotion. Set the keyword bid to a low price, and set the mobile bid ratio to a suitable multiple to participate in the mobile bidding. In this way, mobile promotional materials can be managed in a targeted manner, and data monitoring on the mobile terminal is also more convenient.

7. Add more question words

For the unit setting of mobile promotion plan, you can refer to: brand-related words, business question words (Is XX good? How much is the phone number? Is it expensive?

8. Key points for writing creative ideas for mobile promotion

Mobile promotion ideas should take into account the limitations of mobile phone screen size and the characteristics of user usage scenarios. When writing materials, they should be concise and write the most popular information first to avoid truncation. The recommended word count is usually: title within 12 Chinese characters; description: within 32 Chinese characters, use wildcards appropriately.

9. Mobile consulting skills

Most of the netizens who consult online on mobile terminals (such as Shangqiao) are in a busy state. They may be walking outside and may not have a computer with them. In this case, it is necessary to require that the customer service staff respond to questions in a timely, concise, to-the-point manner so as to resonate with the other party.

Jimifeng Network Baidu bidding hosting recommends the following points:
1. When asking multiple questions to online customer service, it is best to limit the number of questions to 2 to 3 at a time. The questions should be concise and avoid one-question-one-answer or long-winded conversations.
2. Customer service responses must be timely. Mobile phone users’ consultation time is relatively scattered/fragmented, and continuity is relatively poor. If you do not respond in a timely manner, the other party may not be willing to continue consulting.
3. Try to keep the number of conversations within 10 sentences, and find an opportunity to convert the conversation to QQ consultation or telephone consultation as soon as possible. The most important thing is to get the customer's contact information.
4. Due to the instability of mobile phone online consultation, it is easy to end the conversation. If the customer does not leave contact information, the customer service staff should leave their contact information in time.