What types of ads should you pay attention to when promoting Baidu Union?

Baidu Union Promotion is one of the core products of Baidu promotion. It is not as accurate as search promotion, but it has extremely high exposure and does not cost a lot, which can play a very good role in brand promotion. If the plan is well set up and the media is placed accurately, the effect will be no less than Baidu's bidding promotion. Of course, the premise is that you have to take time to adjust. If you spend more time on Baidu Union promotion, you will find that the bid is low, the consumption is very high, but the conversion rate is very low. You will also find that the traffic is very large, the click-through rate is low, and the consumption is high. As a Baidu bidding promotion specialist, how can you plan and win the battle from afar? This can be done in two aspects: one is to subjectively block websites or industries with low conversion rates; the other is to analyze, adjust and optimize based on daily click consumption conversion data. This article mainly talks about the former, subjectively blocking these money-making advertising websites to prevent the waste of promotion funds.

What types of ads should you pay attention to when promoting Baidu Union?

1. Which types of online alliance ads are profitable and need to be blocked?

If your background can directly count the conversion rate, then it will be simple. However, it is not possible to directly calculate the conversion rate for many industries and websites. In this case, you can judge it by visit duration and bounce rate. If within a period of time, the visit duration of a certain advertising website is only a dozen seconds or the bounce rate is 100%, it is obvious that there is no conversion rate to speak of. Once the word is used, it will be blocked.

2. Specific industries

Depending on the industry you are in, block sites that are unlikely to be related to your industry. For example, if I am in the business of automated equipment, you can completely block sites of industries such as games, small games, casual games, novels, entertainment, and gambling (I have monitored them for a period of time before, and the click-through rate in this industry is extremely high, not to mention the conversion rate, the visit time is extremely short). And you can also imagine that people who pay attention to automation equipment are purchasing managers, bosses and the like. When the needs of these people reach a certain level, they will not browse the above types of sites.

3. Click too high

Sometimes, a delivery site or multiple sites will suddenly appear and take up 80% of the budget of the plan. Unless they are very effective, it is better to block them. It is not worth spending most of the budget on the same website. This situation usually occurs on life and entertainment sites with large traffic. Due to the location of the ad code and intentional guidance, the click-through rate and bounce rate are extremely high.

4. Third-party DSP platform

The third-party DSP platform cooperates with Baidu and is considered a traffic platform. Although it is a cooperation, its accuracy and effect are very poor. Even Baidu customer service feels bad about it and says to just block those websites. If you see them, just block them. Otherwise, it will be the same as point 3. More than 80% of your planned budget will be occupied by it, and it will be ineffective. The platforms of this type that I have seen include I8 Sharing, adpro advertiser, etc. You need to be special careful about this type of advertising platform, as it can be said that all the advertising fees have been swiped away by these platforms.

2. How to block these money-making ads or platforms

1. URL blocking: After setting up the account plan for Baidu Union Promotion, you can see the URLs with high click-through rates under the "Distribution Network" column. Click to exclude them, or you can directly enter and exit the URL in the "Exclusion Settings" below.