Teach you how to create a complete bidding promotion plan!

Many SEMers have asked a question in the bidding group: how to make a bidding promotion plan. If you can make a complete and excellent bidding promotion plan, you will have a bright future, and salary increase and promotion will be a piece of cake.

A bidding promotion plan that meets the company's development needs, is in line with current promotion resources and can be implemented is related to the overall profit of the entire company at present or this year. To make such a promotion plan is also a test of the bidding personnel's ability level. First of all, it is reflected in the professionalism and analysis of the company's current situation and understanding of customers, and it also reflects your grasp of the entire market and competitors.

Teach you how to create a complete bidding promotion plan!

1. Those who are working on promotion plans can refer to this.
2. No, if you follow this idea completely, you can make a complete bidding promotion plan.
3. The finished work can be collected. Continuous improvement and perfection are virtues that bidders should have.
Let’s get to the point. Let’s take a look at what must be analyzed and understood in a bidding promotion plan.
Preliminary analysis:
The bidding promotion plan must be analyzed in the early stage. When we say analysis, we mainly mean analyzing the four aspects of our industry market situation, customer demand groups, competitors, and the company's internal affairs. Let's talk about it in detail below.

1. Market situation analysis

The main analysis direction is to analyze the development trend, market demand, market dynamics and market characteristics of one's own industry.
Understanding the general development direction and market demand of your industry market can serve as a reference for marketing channels and estimate the applicable promotion channels for your products.

We also need to write the above analysis results into our bidding promotion plan as a reference for our next step of elaborating the plan.
In order to do a good job in the market and sell products or services, we first need to have a certain understanding of our customers so that we can find accurate customers, and conduct in-depth research based on the characteristics of our customers, target customer groups, and determine the direction of your marketing.

First, analyze the customer's attributes: including age, gender, occupation, etc. What content will people of different ages, genders, and occupations pay attention to, what are they interested in, and what channels will they use to search.

Secondly, understand the needs and pain points of customers: what urgent needs do our targeted customers have and what characteristics do potential customers have that can be tapped? We can reflect this in the words they search for and what types of words people at different purchasing stages search for.
Finally, the online behavior of customers. How do our customers usually search? Mobile phones, computers (PCs)

3. Competitor Analysis
a. First, you need to analyze your competitors’ capabilities, distribution channels, and product features.
b. It is very important to find out our advantages and how to stand out among our competitors. We can reasonably explore the selling points. This is the important reason why we need to analyze our competitors.
c. Find out our weaknesses and make the best use of our strengths and avoid our weaknesses.

Through the above analysis, you can basically understand your competitors, which is helpful for formulating your own promotion methods and channels. Competitor analysis is a necessary prerequisite for bidding promotion plans.

4. Internal analysis of the company

In addition to the above analysis, it is also important to make a reasonable estimate of the company's promotion funds, as well as the company's sales strength and last year's conversion results. We also need to conduct a systematic analysis of these.

This point is particularly outstanding, well-written, and the analysis is thorough, which better reflects the author's understanding of the company and his own work.

Function of analysis: These are the basis for our following work, and also a comprehensive understanding of the market, customers, competitors, and the company. This is also what you need to do for the company's bosses. It must be well-reasoned and you must have a comprehensive understanding of the entire analysis content, which is also a reflection of your ability.

Channel Selection

After the above analysis, we have a very detailed understanding of the entire market, customer base, and competitors. The next step is to choose promotion channels based on the analysis results. The main channels of online marketing at present are: bidding (Baidu, 360, Sogou, UC, etc.), SEO, information flow, new media, self-media, etc.

We can first make a choice based on last year’s results to see which channel can still be used as the main channel, which channels are suitable for our current customer base, and which channels can be focused on. After making these explanations, we also need to compare the advantages and disadvantages of each channel so that your superiors or bosses can make intuitive judgments based on your data and suggestions.

Reasonable budget allocation:

When making promotion plans and allocating budgets, we must make reasonable allocations based on the company's budget. One thing to note here is that many companies will ask you how much you can do this year, and this is a problem.

Many people don’t know, so what is our method? Calculate the conversion cost, work backwards, and see how much information is needed to achieve these results. This will help you figure out how much money your company will make and how much money you will have to invest accordingly.

Next, let’s continue to talk about budget allocation. It still needs to be reasonably allocated based on market share and last year’s conversion situation. If it is a new channel, it can be reduced appropriately.

Account Direction Development

The direction of the account is formulated entirely based on our above analysis and our budget. The above contents are the basis for our formulation. When writing the following part, it must be explained systematically and systematically. And write down the purpose of what we are doing, as well as the final budget requirements and expected results.

Keywords: Based on the above analysis data (market, crowd, competitors), determine the core keywords, expand the keywords, and segment the keywords.

Unit: Determine the promotion unit according to the participle

Plan: Allocate plans based on the company’s product attributes, competitors, and brand words (this part requires you to write out the target groups of your plan).

Creative: The title and description must have wildcards (except for competitor words), and at least 3 creatives should be written (several styles can be listed in the creative description)

Conclusion: The clearer and more detailed our ideas about account building are, the easier it will be for us to make optimization and strategic adjustments in the later stages.

Other promotion channels: Write down the advantages of this promotion channel and the reasons why it suits us, and still refer to the analysis results in the preliminary preparation work (if it is just bidding, then you can temporarily ignore this aspect).

Final effect summary

Through the above five steps, we have comprehensively analyzed the work sequence from preparation to completion of our bidding promotion plan. The content of our bidding promotion plan is actually an explanation and summary of this process.
So even if you don’t know how to use bidding promotion plans, there will definitely be no problem if you follow this method.

Okay, that’s all for today’s article. If you have been stagnant in your current position for too long, if you feel that you have reached a bottleneck in your work, if you have not received a promotion or a pay raise for a long time, you might as well consider improving yourself. The bidding training course is now accepting enrollment, and the Bidding Academy will help you advance in your career.

It not only has the essential skill package for bidders, but also the mindset for data analysis and account optimization; it not only has a systematic bidding knowledge system, but also industry analysis and strategy formulation for today's major information flows and integrated marketing; it not only has strategy theory and methodology, but also account practice and detailed case explanations.