What factors affect the ranking of Baidu’s mobile bidding promotion?

Nowadays, most of our bidding promotions revolve around mobile devices, and many students even said that they have invested all their budgets in mobile promotions. So what factors affect the ranking of Baidu’s mobile bidding promotion? Let’s learn more about it with Feng Chao from Dongguan Network Promotion !

What factors affect the ranking of Baidu’s mobile bidding promotion?

1. Matching method

Keywords can be said to be the first element of an account. The type of keywords you place determines what kind of traffic you can attract. Different matching modes determine the number of ads displayed in the search results. When we adjust the keyword matching mode, it will affect the traffic, so changing the keyword matching method is the first factor that affects paid traffic. There are generally three types of keyword matching modes: exact match, advanced phrase and

2. Universal matching mode.

Baidu products: Advanced Phrase 2.0, split-match bidding, and advanced exact match expansion.
Optimization suggestions: Reasonably use the "golden combination" (broad-matching + negative words) to maximize traffic acquisition. For high-quality keywords, traffic expansion can be achieved through split-matching bidding and advanced precise matching expansion functions.

3. Bidding strategy

The number of clicks received by ads in different positions of search results (top or bottom, first or third) are different. Adjusting the bid for keywords will directly affect the position of the ads, thereby affecting the traffic attracted by the keywords. Ignoring the quality factor, the bidding strategy directly affects the number of times the ad is displayed and its ranking.
Baidu products: Matching bid, mobile bid ratio, search remarketing, automatic ranking tendency tool, bidding simulator Optimization suggestions: You can use the automatic ranking tendency tool to ensure that your ads are displayed in the top three.

4. Modify the idea

What creativity affects is not the position and display times of your ad, but the click-through rate. With the same amount of impressions, whoever has more attractive creativity will get more clicks.

Baidu products: dynamic creative, attachment creative, Phoenix Nest pictures and texts, Phoenix Nest videos, etc.

Optimization suggestions: Due to the limited screen size of wireless terminals, creative ideas should be short, strong and relevant.

5. Delivery time

The delivery time period is also an important factor affecting traffic. If the time period for delivery is not appropriate and no one searches for your keywords, your ad will not have a chance to be displayed. The promotion period should be set reasonably according to the characteristics of your own project and the search habits of the target group. Also, if your account budget is not sufficient and you cannot get a good ranking, it will also affect your display and clicks. It is recommended to avoid peak hours when competition is fierce.

Baidu products: Promotion period settings

Optimization suggestion: Try to promote online during the three peak mobile traffic periods: morning rush hour, lunch break, and evening.

6. Mobile search style

Baidu's bidding mobile promotion has many unique display styles that are slightly different from the PC version. As mobile promotion becomes more and more important, we should set up special websites and styles specifically for mobile promotion. Otherwise, it will be a waste of effort if the horse is not equipped with the right saddle.
Baidu products: promotional calls, mobile business bridge, APP downloads, direct service, golden booths, etc.

Optimization suggestions: Mobile phones can achieve real-time communication due to their unique device performance, so mobile terminals have spawned many unique display styles. Compare

For promotional calls, in daily promotion, you can choose the appropriate style according to the promotion needs to increase clicks and conversions on mobile devices.
The number of purchased keywords is the sixth factor that affects paid search traffic, which is similar to the matching pattern mentioned earlier. Newly added keywords can bring more traffic to the website. But this is only effective within a certain range. When the keywords cover a certain range of visitors, the impact of newly added keywords on traffic will be minimal.

In addition to the quantity of keywords, the quality of keywords will also affect traffic. Expanding keywords with higher search volumes will also affect traffic changes.

Baidu Product: Keyword Planner

Optimization suggestions: Add more long-tail words, question words, price words and other medium- and long-frequency words on mobile devices.

7. Distribution Area
The location of delivery is the simplest reason. Regions have a limiting effect on traffic. When the traffic in a region grows to a certain level, it can no longer be increased. Increasing the delivery area means adding new visitor groups. This also means an increase in traffic.

Baidu products: Bidding promotion region settings

Optimization suggestion: It is recommended to enable the search intent positioning function. After this function is enabled, when the recognizable regional words in the search terms of netizens are consistent with the promotional region you set, your promotional content may also be displayed, thereby obtaining more traffic.

I believe many people don’t know that the quality of mobile sites will also affect the traffic of the website. It is similar to the quality score. If the mobile site's score is lower than one star, it will affect the display of the ad, thereby affecting the traffic brought by the bidding promotion.

Baidu product: Web page evaluation optimization suggestions: Use the web page evaluation tool provided by the promotion background to evaluate the website. If the evaluation result is less than one star, it is recommended to optimize the mobile site. At the same time, a good mobile site will directly affect conversions, so a good mobile site is particularly important in wireless promotion.