Master the backend operations of Baidu bidding and 5 tips to improve conversion rate!

We all know that Baidu promotion is paid promotion, but many of our companies do not have dedicated personnel to be responsible for Baidu bidding accounts, and some companies do not manage them professionally, and they are all handed over to Baidu customer service. Baidu customer service manages many accounts, does not have sufficient time to manage accounts, and is not familiar with company products, resulting in Baidu promotion The effect is not very good, so I share some very practical operations for novices here, so that the money spent in our accounts is more valuable and brings more conversions;

1. Reasonable account structure can bring more exposure and conversion

The account level includes: plan, unit, keyword, creative; the allocation of account structure revolves around: assigning keywords to reasonable units and delivering information to the right people;
1. The plan can be divided by region, product type, market, new and old, conversion effect, mobile and computer, etc.; one plan can have more than 2 promotion units;
2. The unit division should be detailed, and the keywords in each unit have similar meanings; a unit should not exceed 15 promotional keywords, but more than 5 promotional keywords;
3. The creativity should be attractive. In the early stage of each unit, 2-4 creative ideas should be written without duplication and the sentences should be smooth. The creative ideas with high conversion click-through rate should be retained. A high click-through rate means that this creative idea is more attractive to customers;

2. Improving keyword quality in the early stage can reduce the average click price to varying degrees

Keyword quality mainly reflects the title of the web page, the description of the web page content, the degree of recognition of the keyword by netizens, the opening speed of the website, and the relevance of the URL access match. If these points are done well, the keyword quality can be greatly improved;
1. The website should be opened quickly. The website opening speed response has a great impact on the user experience. Try to choose a well-known space provider to purchase space;
2. The title of the web page should match the keywords, and the keywords should appear in the title; the description content should be detailed, with pictures and texts combined;
3. To meet the recognition of web pages by netizens, the keyword access URL should be related to the promoted keyword content to meet the browsing habits of netizens;

3. Expand high-quality keywords and cut off negative words to make website traffic more accurate and save more money

Expanding high-quality keywords is to add different high-quality entries. The price of the expanded keywords is often lower than that of the planned keywords, so this is a necessary promotion work in the early stage; cut off the keywords that are irrelevant to the product business and have extremely low conversion effects, and prevent the click promotion of this keyword next time you search for it;

4. Reasonable bidding for keywords

Reasonable keyword bidding can ensure that all keywords in the account are displayed and clicked relatively evenly;
1. Reduce the price of high-impression, high-click keywords; control the consumption of these keywords to allow other unit keywords to achieve promotion effects;
2. Increase the price of low-impression and low-click keywords; try to increase the price of low-impression keywords to get clicks. If the keyword has a small search volume, it can be at a reasonable price;
3. For keywords with high impressions and low clicks, the reasons for low click-through rates may be low prices and low rankings, or the relevance and attractiveness of the creatives. For the former, the impression and clicks will definitely be poor if the ranking is low, so the price can be increased to obtain ranking and clicks. For the latter, the relevance of the creatives (the matching degree of the URL and keywords) can be increased, and the product advantages can be highlighted to attract customers.

5. Keyword premium is too high

Keyword premium means that the click price is higher than the set price of the triggered keyword;
1. The higher the bid coefficient during the time period, the higher the premium of the promoted keywords. This tool is mainly used when the competition is high. If you do not raise the price during the time period with high search competition, your ranking will be lower, resulting in the phenomenon of display without clicks. Providing a reasonable bid coefficient can allocate traffic during the time period with high competition.
2. Premium-bidding strategy. The bidding strategy is set to stabilize the keyword rankings of certain units. You can increase the bid ratio reasonably according to the keyword price you set, so as to achieve the best possible ranking.