How to set up a Sogou bidding account and place Sogou ads?

1. Create a promotion plan

The bidding account structure consists of four layers: account, promotion plan, promotion group, keywords and creativity. Under a promotion account, you can create up to 300 promotion plans, and under 1 promotion plan, you can create up to 1,000 promotion groups. In a promotion group, you can add up to 50 creatives and 5,000 keywords. One creative in a group can correspond to multiple keywords, and one keyword can correspond to multiple creatives. Overall account structure

How to set up a Sogou bidding account and place Sogou ads?

2. Production and Promotion Group

1. Promotion team composition

2. Create promotion group entrance and operation

①Entrance 1: In the promotion group of the promotion management interface, click the "Promotion Group" label to enter the promotion group management interface.

Click the "Create Group" button to enter the Create Group page.

After filling in the promotion group name and setting the promotion group bid, if you click the "Save and Continue" button, a promotion group will be created and the page for adding creatives for the promotion group will be entered. If you click the "Save Promotion Group" button, an empty promotion group will be created under the target promotion plan, which will have no creatives or keywords. Clicking the "Cancel" button or choosing Close will not create a new promotion group.

②Entry 2: Enter the name of the promotion plan on the Create New Promotion Plan page, set the delivery area and whether to associate content.

Click the "Save and Continue" button to enter the promotion group creation page.

After filling in the promotion group name and setting the promotion group bid, if you click the "Save and Continue" button, a promotion group will be created and the promotion group's creative addition page will be entered. If you click the "Save Promotion Group" button, an empty promotion group will be created under the target promotion plan, which will have no creatives or keywords. Clicking the "Cancel" button or choosing Close will not create a new promotion group.

3. Things to note when creating a promotion group

① A maximum of 1,000 promotion groups can be created under one promotion plan;

② Based on your specific products and services, think about the keywords you need to buy as comprehensively as possible;

③Group keywords with similar meanings and structures together, and then create a promotion group to manage these keywords.

3. Add creativity

1. Creative composition

Creativity refers to the promotional information displayed to netizens when their search triggers your promotion results. A set of creatives includes: title, first line of description, second line of description, access URL, and display URL.

2. Add creative entry and operation

①Entrance 1

In the promotion management interface, click the "Creative" tab in the promotion group to enter the creative management interface.

Click the "Add Creative" button to enter the new creative page.

After filling in the creative input boxes according to the prompts, if you click the "Save and Continue" button, a new creative will be created and you will enter the keyword adding page for the target promotion group. If you click the "Save Creative" button, the new creative will be saved under the target promotion group and return to the management interface. Once the creative idea is added successfully, it will automatically enter the system review process. Clicking the Cancel button or selecting Close will not add any creatives.

②Entrance 2

On the promotion group creation page, fill in the promotion group name and set the group bid.

Click the "Save and Continue" button to enter the new creative page.

After filling in the creative input boxes according to the prompts, if you click the "Save and Continue" button, a creative will be added to the target promotion group and enter the group's keyword addition page. If you click the "Save Creative" button, a new creative will be added under the target promotion group and return to the management interface. Once the creative idea is added successfully, it will automatically enter the system review process. Clicking the Cancel button or selecting Close will not add any creatives.

3. Byte requirements for each creative input box

①Creative title: at least 9 characters and up to 50 characters;

②Describe the first line: at least 9 bytes and up to 80 bytes;

③Description line 2: Optional, up to 80 characters can be entered;

④Access URL: Up to 1017 bytes can be entered, and URLs with Chinese characters are supported;

⑤ Display URL: Up to 36 bytes can be entered, and URLs with Chinese characters are supported;

4. Setting of access URL and display URL

① Visit URL

It refers to the website page that netizens actually reach after clicking your promotional information. Its main domain name must be consistent with the promotional main domain name of the bidding account. Please choose different access URLs based on keywords and creative content.

②Show URL

The display URL will not affect netizens' actual access to the website. Generally, please use the complete main domain name as the display URL, for example: www.baidu.com, which can not only enhance netizens' trust in the promotional information, but also facilitate netizens' memory and deepen their impression of your website.

③The schematic diagram of displaying URL and accessing URL is as follows:

5. Use of wildcards

① When displaying creatives that use wildcards, the wildcards and the default keywords in the wildcards will be replaced by the keywords in the promotion group.

Example of using wildcards: In the ad group [Hainan Tours], you added the keywords: Sanya Tours, Hainan Self-Guided Tours, Sanya Self-Guided Tours, and wrote the following creative:

When netizens enter the query "Sanya Tour" through Sogou Search, the wildcard in the above creative will be replaced by "Sanya Tour", and the display effect is as shown in the following figure:

②When using wildcards, the default keyword must be filled in {}. In the above example, "Hainan Vacation Tour" is the default keyword.

③If you need to display "{", "}" symbols in your creative, just add a colon ":" before the curly brackets. For example, typing ":{" in the idea means you are typing a left curly brace, and ":}" means you are typing a right curly brace.

6. Notes on adding creativity

① The title and description are smooth: high-quality creative ideas can attract the attention of potential customers, increase customers' clicks on promotional information, and improve the effectiveness of your bidding promotion.

② Use wildcards: If there are a large number of keywords in the promotion group, it is recommended that you use wildcards in appropriate positions in the title and description.

③ Number of creatives: A maximum of 50 sets of creatives can be written under one promotion group; in order to find the best display effect, it is recommended that you write at least 2 sets of creatives under one promotion group.

④Website URL: Ensure that the website URL can be accessed and opened normally, and ensure that the speed of opening the website page does not affect the customer's access experience.

4. Add keywords

1. Functional Overview

① Different keywords target different numbers of potential customers and can bring different potential business values. It is recommended to make full use of the various statistical reports provided by the system to analyze the promotion effects of keywords and continuously optimize.

② When netizens use query words to search, the system will select keywords that meet the netizens' needs and display the corresponding creative ideas to the netizens.

③ When using exact matching keywords, your promotion results will only be displayed when the netizens’ search terms are exactly the same as the keywords you submitted.

④ When using broad-match keywords, when the online search terms are highly relevant to the keywords you submitted, your promotional information may also have the opportunity to be displayed, which can help you capture more business opportunities.

2. Add keyword entry and operation

①Entrance 1

In the promotion management interface, click the "Keywords" tab in the promotion group to enter the keyword management interface.

Click the "Add Keywords" button to enter the Add Keywords page.

When you select "Add Keywords" after selecting a specific promotion group to enter this page, you do not need to select a target promotion group. However, when you select "Promotion Account" or a specific promotion plan and click the "Add Keywords" button to enter this page, you need to first select a target promotion group for the keyword.

②Entrance 2

Fill in the idea on the Add Idea page.

After filling in the creative, click the "Save and Continue" button to enter the page for adding keywords.

After adding keywords, if you click the "Save and enter bidding guidance" button, the keywords will be saved and you will enter the bidding guidance page of the target promotion group. If you click the "Save Keywords" button, the keywords in the input box will be saved to the target promotion group and return to the management interface. After the creative idea is added successfully, it will enter the system's review process. Clicking the "Cancel" button or choosing Close will not add any keywords.

3. Tips for adding keywords

(1) Keyword selection principles

①Choose keywords that represent your products or services;

② From the perspective of potential users, imagine what words they would use to find such products or services;

③ Plan suitable keywords (general words, targeted words) according to different promotion needs of enterprises;

④ Expand as many keywords as possible to attract more potential audiences (regional words, long-tail words);

⑤ Select in the order of brand category > product segmentation > general words > crowd words, giving priority to brand keywords with the best effects, and then select downwards step by step when there is sufficient budget.

( 2) Selection techniques are divided into three steps

①Determine the core keywords

② Expand keywords: Expand keywords based on core keywords;

③ Expand keywords based on keyword recommendation tools.

(3) Keyword grouping

Put keywords with similar meanings and structures into the same promotion group for management, so that the pairing of keywords and creative ideas is smoother.

(4) Advantages and disadvantages of exact matching and broad matching

Advantages: You can get the most targeted click-throughs and have a higher conversion rate

Disadvantages: It will reduce the number of creative impressions and narrow the range of potential customers.

Advantages: It is an effective method to conduct highly targeted delivery and reach a wide audience, which can bring more potential users to customers.

Disadvantages: Click-through access is not targeted enough, the conversion rate is not as good as exact matching, and it may bring a large number of clicks and trigger more click consumption

(5) Notes on adding keywords

① Appropriate keywords can help locate potential customers. To ensure the effectiveness of promotion, it is recommended that you choose keywords related to the promoted products or services. You can also use Sogou’s “Related Word Recommendations” feature.

② Special symbols that cannot be entered when adding keywords are: |｜^$． @＠. ：:! !、uo;＂＂”=<>＜＞《》~～Add existing keywords, but you can add the same keywords to different promotion groups.

5. Bidding Guidance

1. Basic Concepts

① Status: refers to whether the keyword can get the opportunity to be displayed under the current bid, including two types:

a. Effective: Keywords can be displayed at the current bid price;

b. Invalid search: The keyword bid is lower than the starting price of the keyword and cannot be displayed. When the status is "Search Invalid", the bid guidance reference does not provide estimated results.

② Search volume: indicates the approximate number of times users searched for the keyword in the past 30 days.

③Estimated ranking: refers to the keyword ranking calculated based on historical situations. The estimated ranking in multiple delivery areas is the weighted average of the keywords in different areas. The actual ranking is dynamically changing, please refer to the actual online display;

④Estimated daily clicks: The current available click volume is estimated based on historical data. The actual click volume changes dynamically and is affected by factors such as other customers' bid adjustments. Please refer to the actual online display situation;

⑤ Estimated daily consumption: refers to the daily consumption obtained based on historical consumption data and combined with the factors considered in calculating daily consumption.

2. Functional Overview

① The bidding guidance steps can better help you bid according to the psychological value of the keywords, so that you can bid with confidence based on the evidence. Through this step, you can clearly understand the keyword ranking, click consumption and other information;

② In the promotion production process, the bidding guidance step needs to consider factors such as the delivery area set when creating the promotion plan.

3. Bidding guidance entry and operation

① In the "Add Keywords" step, click the "Enter Bidding Guidance" button to enter the bidding guidance page.

② The bid on this page defaults to the bid set in the step of creating the promotion group. The bid can be modified.

③ The current group bid in the bidding guidance page defaults to the promotion group bid set in the step of creating a promotion group;

④The maximum bid for each click is linked to the current group bid. If the current group bid is modified, the maximum bid per click will also change accordingly; however, if the maximum bid per click is modified, the current group bid will not change accordingly. You can adjust the maximum bid per click to view the keyword ranking, click consumption, and other information under different bids.

⑤ Click the "Finish" button to complete the entire publishing process; click the "Previous" button to return to the keyword adding page.

4. Notes on modifying group bids

①The minimum bid must be > 0, the maximum bid must be <= 999.99, and only two decimal places can be entered;

② When the input is empty, the system will give a prompt below the bid text box, and the prompt will be "Please set your promotion group bid"; if the group bid is higher than 999.99 yuan, the prompt will be "The bid cannot be higher than 999.99 yuan, please re-enter!"; if the group bid is 0 yuan, the prompt will be "The bid cannot be 0 yuan, please re-enter!".

5. Fill in the maximum bid per click

The minimum bid must be > 0, the maximum bid must be <= 999.99, and only two decimal places can be entered

6. Relationship between group bidding and keyword bidding

① The relationship between group bidding and keyword bidding:

During the publishing process, you can only make group bids, and you cannot bid individually by keyword; after the publishing process is completed, once the keyword bid is modified, the keyword bid will take precedence and will not be affected by the group bid.

②The difference between group bidding and keyword bidding is shown:

In the keyword management list and monitoring folder pages, if you bid by keyword, the price will be displayed in bold;

③Keyword bidding is restored to group bidding:

After setting the bid for a keyword, if you want to restore the group bid, you can check the keyword you want to modify in the keyword list, click the "Modify Bid" button, and check "Use Group Bid" on the pop-up page;

After checking "Use group bidding", click OK and a prompt box will pop up. After clicking OK, you can change the bid of the selected keyword to a group bid.
The group bid in the bulk tool is a required item, and the keyword bid is an optional item; if the group bid is empty, the upload will fail; the keywords uploaded through the bulk tool can be submitted at a price lower than the starting price.