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Many bidders don’t know how to start when they first start promoting, and start operating accounts blindly, which only results in no results. For a qualified bidder, before placing an offer on Baidu, he should sort out the overall offering strategy, organize a bidding promotion plan, and know what to do at each step. Make a feasible promotion plan based on the current situation and determine the goals to be achieved in each link. Below are some experiences of our online bidding editor, we hope it will be helpful for you to adjust your bidding account. How to make a feasible bidding promotion plan?
1. Create a crowd portrait
Identify target customers based on population portraits. The nine elements of crowd portrait are: gender, age, hobbies, education, occupation, income, region, Internet device, and Internet time.
2. Clarify the bidding promotion budget
The first thing to do is to formulate a total project investment budget based on customer promotion needs, for example: 3000-5000/day.
Different account strategies should be formulated and different account structures should be built according to different budgets. Plan a website with strong marketing power based on the company's current situation and coordinate it with bidding. For example, the extent of bidding should be achieved, and what kind of website should be built should be determined based on the company's current situation and product conditions. The website should match the company's strength and must have marketing power, so that the traffic introduced by bidding can be converted into effective consultations.
3. Promotion of equipment and platforms
Promotional equipment: With the advent of the mobile Internet era, mobile terminals have become the new favorite for traffic.
The recommended delivery ratio for mobile and PC is as follows: mobile: 70%, PC: 30%.
Some special products can be set according to customer needs and product characteristics.
The promotion platforms are nothing more than Baidu, 360 Haosou, Sogou, Shenma and Google. The budget allocation can be determined according to the following proportions: Baidu: 60%, 360 Haosou: 15%, Sogou: 10%, Shenma: 10%, Google: 5%
Adjustments can be made at any time based on project type and performance data.
4. Promotion period
Generally speaking, there are three peak periods of promotion effectiveness in a day, namely: 11 a.m., 3 p.m. and 9 p.m. During these three time periods, we will increase our investment to acquire target customers to the maximum extent possible.
Promotion time from Monday to Sunday: 9:00-23:00
Key time periods: 9:00-12:00; 14:00-17:00; 20:00-23:00
As for some special products, they can be set according to customer needs.
5. Promotion Area
If it is a single region, you don’t need to consider it. If it is multiple regions, distinguish the primary from the secondary, and formulate differentiated and more targeted delivery plans for potential customers in different regions based on the degree of customer demand.
6. Keyword selection
Generally speaking, product keywords can be selected according to the following principles:
1. Be consistent with the characteristics of the promoted product or be industry-related or service-related.
2. When choosing keywords, consider the user’s perspective and try to conform to the search habits of the general public.
3. Analyze competitor keywords and the degree of competition among keywords.
4. Observe the keyword index and competition level at any time and adjust the bid in time.
5. Determine the core seed words according to the project service type and industry, and expand the related long-tail words through the root words, which can be roughly divided into two categories:
Brand Keywords
Brand keywords have low starting prices, low competition, clear and accurate customer intentions, and high conversion rates.
Brand keyword search results are an important part of strengthening brand image (finding core words and cleverly arranging and combining words). If the brand cannot be found when searching for brand keywords, customers’ trust in the brand will be reduced.
Set the brand keyword ranking at the first place on the homepage, combine the brand name with common words and industry words into phrases or long-tail keywords to expand the coverage of brand-related words.
Industry Keywords
The competition for industry keywords is relatively high, the exposure rate is high, and the conversion rate is medium or low.
Industry words are more expensive than brand words. You can selectively add some industry words based on your budget and practical starting price, and set the ranking in the top ten.
Expand related long-tail words through these core words, filter them, group them by keyword attributes, and set reasonable ranking ranges and bids.
7. Keyword matching
Using different matching methods will help us target potential groups in different ways. Different matching methods will affect the scope of keywords appearing on Baidu's display pages. Reasonable use of matching methods will help us attract precise potential audiences.
There are three types of matching: exact match, phrase match, and broad match. Different matching methods will result in different display ranges of keywords when searching on Baidu, and will also affect the consumption of the account.
8. Creative description
Write some eye-catching and creative headlines to attract customers to click. To be creative in writing, you need to focus on five points: popularity, fluency, relevance, selling points, and attractiveness.
9. Bidding Landing Page
The selection and production of landing pages are product-centric. We analyze visitors' psychology from their perspective, including what they like, what they want to see, and what they think. By analyzing these, we determine how to make marketing bait, a landing page that conforms to product marketing, arouses users' desire to buy, and ensures that keywords, creativity, and pages echo each other.
The main functions of the bidding landing page:
(1) Directly convey company and product information to visitors.
(2) The first page that users click on after searching is very important for the first impression they make.
(3) Directly affects user needs and purchasing motivations.
The main advantages of marketing landing pages:
(1) The website's marketing advantages are stronger than before, and the products are more eye-catching and attract more clicks.
(2) The number of customer calls and inquiries received through the website is more than before.
(3) Website bidding promotion has lower costs, higher conversion rates and better results.
Number of page versions: It is determined by the number of single search engines selected. If you select two Baidu promotion accounts at the same time, create two versions of the page to ensure that the pages are not repeated.
10. Effect monitoring and evaluation
Separate page: A separate bidding page to observe and monitor user traffic and consultation volume, and accurately grasp the true effect of the bidding.
Single-line telephone: In the eyes of ordinary people, companies with a national unified number of 400 are all large companies. Applying for a 400 number and using it in promotional pages, business cards, and advertisements can greatly enhance the corporate image. You can consider using a single-line telephone for monitoring.
Online customer service: such as Shangwutong, QQ, etc.
Message Board: You can consider creating an online electronic order system to specifically receive customer inquiries from bidding. Analyze market conditions, the current approximate conversion rate and cost, use this as a basis, and continuously optimize to make the conversion rate and conversion cost close to or lower than the market average standard: Based on the current medical industry costs, if the budget is 5,000/day, the estimated number of effects is: 25-33/day.
11. Statistics
Organize detailed project consumption reports and effect data every morning! After get off work every day, I organize the telephone consultation forms and QQ consultation forms, record customer issues, transaction ratio, intention ratio, etc. in detail, and calculate the conversion rate.
With these eleven directions, you should now have learned how to plan a bidding promotion plan that suits you. If you are still not clear, you can come to us for bidding hosting. We have a professional program planning team to develop a suitable plan for you. Of course, you can also hand over your account to us for our online bidding hosting. Trust us, we will help you make money.
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