What is a bidder’s daily account management process like?

First, count the account performance of the previous day

For bidders who manage the entire bidding account, the editor of the bidding hosting company believes that it is necessary to make a report. This report includes the display volume, click volume, click-through rate, average click price, consultation volume of the entire account, consultation cost, etc. The purpose of making this report is to facilitate comparative analysis with any previous day's report to help identify problems with the account.
Based on the obvious growth or decrease in the report, give yourself a clearer idea of ​​the overall promotion effect of the account. Pay attention to the time when the account (project plan) goes offline, and control the daily budget of the account to prevent unnecessary losses caused by going offline early.

Second, statistics on the account promotion plan report of the previous day

Those in charge of different projects can make statistics according to the plans they manage. The promotion plan report includes the following data: impressions, clicks, click-through rate, average click price, consultations, and consultation costs of each plan.
First of all, the plan report can clearly show the promotion effect of the promotion plan, the number of conversations for each plan (combined with the data from the Business Communication Center), how much money the plan has consumed, whether the consulting cost is within its control, and the daily report can be used for comparative analysis, consumption, display clicks, etc. at a glance.
Secondly, there is a reference analysis for newly added temporary promotional activities.
Thirdly, each plan is closely related to the entire account. Changes in each plan lead to an increase or decrease in the display, clicks and consultations of the entire account, which can be inferred to the promotion effect of the entire account, thereby providing observable data for the account statistical report.

Third, statistics of keyword reports from the previous day

Export keyword statistics report and search term statistics report from Baidu backend, and combine them with the business communication data to obtain the display and click status of each keyword and the conversion status of each keyword.
Keyword reports can include the following aspects: display volume, click volume, click-through rate, conversation volume for each keyword, appointment volume, conversation cost, etc.

The performance of a keyword in an account and whether it is suitable for current promotion should be analyzed and summarized from the report, including how many times a keyword is displayed in a day (related to matching), how many clicks it gets, how many consultations it brings, and the average daily conversation cost of this keyword. After knowing these situations, we have a clear basis for what measures we should take to adjust prices and control costs.

Keyword analysis:
1. High impression, high click, no consultation
This situation shows that there should be no problem with the creative ranking. The problem lies in what happens after the user clicks.
One situation is that there is a click but no visit. The landing page linked to the keyword cannot be opened or opens slowly, the keyword link is wrong, the search user clicks by mistake during the search process, and the malicious clicks of competitors are all factors that lead to clicks but no consultations.
If the user looks at the landing page for a while without making any inquiries, it means that the user did not find what he wanted or there is no good content to guide the inquiry, which means that the user experience of the webpage is poor.
If solving the website structure and content still does not bring effective consultation, you can lower the price, lower the ranking (change the matching mode) or suspend (delete) the keywords.
2. High impression, low click, no consultation
If the display volume is sufficient but the click rate is low, it is most likely a ranking problem.
Improving keyword quality will increase prices; improving the attractiveness and guidance of creativity; untimely keyword tracking will lead to unstable rankings. The matching pattern is too broad and matches irrelevant ads. Improve keyword quality, improve ranking, and increase effective consultation
3. Low impression, low click, no consultation
The keyword search volume is relatively low and the popularity is not high, which leads to low display and ultimately a relatively low click-through rate.
To address this problem, you can pause or delete keywords and expand a batch of new keywords to increase display clicks and increase consultations.
Fourth, real-time monitoring of account (project) consumption. Depending on the industry, the number of key keywords consumed can be more or less. 20% of the keywords consume 80% of the cost of the entire account. At the same time, these 20% keywords bring 80% of the conversions. This is the 80/20 rule of bidding promotion. Always pay attention to the display and click-through conversion of these key words, the quality of keywords, the stability of rankings, etc. Fifth, it is normal to protect competitor's brand words, so set aside a small part of your time every day to maintain the brand words. Once you find that a competitor is using your own brand words, you can communicate with the competitor to resolve the issue or directly complain to Baidu and request that the relevant brand keywords be taken offline. If the competitor still refuses to give up, you can only give him a taste of his own medicine.

6. Negate invalid search terms based on statistical tools

Export search term report no term. Different matching modes will bring different search terms, especially the keywords in the broad matching mode, which target a wide audience and bring relatively broad traffic. The click-through visits are not targeted enough, and the conversion rate is not as good as that of exact matching and phrase matching. Therefore, there will inevitably be more invalid search terms, especially when there are more invalid terms, we can deny them.

7. Explore and expand new words

Combine the search term report with effective consulting terms to find out the keywords with good conversions, Baidu drop-down lists, Baidu Index, etc. to dig out some words that are in line with search user habits.
According to the actual situation, different industries can conduct specific analysis on specific issues and the amount of data. The medical industry can do expansion once every 1-2 weeks, while other industries with less intense competition can do it once every half a month or a month!

8. Pay attention to the account consumption in different time periods
The promotion of each project has a peak period every day. Pay attention to the consumption of the account in real time to avoid excessive consumption or no consumption in a short period of time. Compare with the data from the same period before, find out the unit key words corresponding to the plans with excessive consumption, and check whether there are any problems with matching, ranking, etc.

Ninth, pay attention to the business communication data in different time periods

By paying attention to Shangwutong, you can understand the promotion effect, prevent malicious clicks, and pay attention to the flow trend with purpose

10. Keyword quality and creative optimization

Bring the highest return on investment (ROI) at the lowest cost. If the keyword quality is good, the bid can be relatively lower. The quality is largely determined by the quality of the creativity. Good creativity can bring good quality. You can set a goal for yourself every day to optimize a certain number of plans or units. First, focus on optimizing key words with high consumption, and then optimize others step by step later.

11. Analyze the weekly (monthly) report of key words in account plan

Promotion over a period of time can best demonstrate the effect of promotion. I personally think that weekly and monthly reports are still very necessary. After completing them, you should carefully analyze them and make a summary of the promotion in a week or a month to find out the shortcomings and maintain the good aspects of the promotion effect.

12. Determine your competitor’s bid

Comprehensive ranking index CRI = bid quality

Click price = (next comprehensive ranking index) / our quality + 0.01