SEM keyword bidding secrets can reduce your conversion costs by 2 times!

When doing SEM promotion, what is the most important daily task for a bidder? Maybe you will say it is data analysis. After all, everything in bidding must be based on data, otherwise it will be difficult to move forward. But Feng Chaojun from Dongguan believes it is “keyword bidding”. Because the core material of an account is keywords, the important task after selecting, screening and segmenting keywords is how to give these keywords a reasonable bid. It is the beginning of conversion. Without a beginning, how can we get an end?

The bid for keywords determines the display, the display determines the click, the click determines the conversion... But how to bid for keywords? Pay a high price to grab ranking? Or is it a low-price roundabout strategy? The strategies adopted by different accounts and different keywords are different. So, today let’s talk about “keyword bidding strategy” so that you don’t have to cross the river in the dark anymore!

1. What is the significance of keyword bidding? We know that every SEM personnel, including other upstream and downstream cooperating departments, actually carry out their daily work around this ROI, that is, the input-output ratio. Our ultimate goal is to maximize ROI and exchange the minimum input for the maximum output. There are many ROI calculation methods. The ROI I use as an example here is total sales divided by total consumption. You can check the information for details.

ROI is actually converted into average order value/CPA (note: CPA is conversion cost), which means how much does your product make for each transaction? How much Baidu promotion fee is needed to complete a deal? The general passing line for ROI is 3, and we want to achieve 4 or 5. After all, in addition to promotion costs, you also have to pay for product costs, labor costs, rent, water, electricity, property taxes, etc. In this way, you can roughly know the bottom line ROI and the average order value of the product, and then you can get the CPA. So we are aiming for a smaller CPA and a larger conversion volume, and the bid will affect the ranking and thus the CPA, so the bid is crucial.

2. Keyword bidding method
1) Manually adjust the bid based on the estimated bid and ranking of the promotion assistant background. The promotion platform will have a promotion assistant background, which can analyze the data in the keyword report, estimate the best bid for the keyword, and then adjust it manually.

2) Automatically adjust bids based on rankings using pricing software. When managing accounts, bidders often have to adjust bids due to ranking fluctuations and often need to adjust keyword bids. This is a very cumbersome process, so I suggest that you use pricing software to automatically adjust keyword rankings.

Pricing software can help search engine advertisers automate and refine advertising operations; accurately bid, optimize and reduce cost per click, reduce inflated bids, save promotion costs, and monitor ranking changes in real time and automatically adjust to the best position to avoid traffic loss and automatically improve search marketing advertising efficiency.

There are several service providers providing pricing software on the market. Among them, Dongguan Fengchao's pricing software is the best in terms of reputation and customer experience. After several years of customer polishing and technical accumulation, it has the characteristics of fast price adjustment, accurate bidding, stable ranking, and budget saving.

3) Manually adjust the benchmark price based on the lowest CPA. First, restore the process of a user. From display-click-browse-consultation-call-booking-registration, this funnel behavior is reduced step by step. Each link has a corresponding conversion rate CVR. You can mark the conversion rate of each link.

Let’s take education as an example. For example, the registration fee (average order value) for a course is 30,000. To achieve an ROI of 5, the CPA should not exceed 6,000. The final CVR (registration/click) can be based on brand words, assuming it is 1%. In this way, we can reversely deduce the highest CPC, and we can also refer to the keyword highest bid baseline. Knowing our highest keyword bid range, we can adjust the prices for other words with a baseline.

3. The first strategy for adjusting keyword prices: bid based on the strength of the word type. Strong words will naturally have higher bids, and vice versa. For example. For example: Which XX training is the best>XX training>XX>What to learn has a promising future. For the large number of words in the account, what we need to do is to continuously segment the demand, so that the bid is reasonable. Here I would like to remind everyone that although some core words have strong parts of speech, they are traffic words and the bids should be made comprehensively based on consumption, display, clicks and CPA costs.

Article 2: Based on matching, that is, generally speaking, matching is inversely proportional to bidding. Pay special attention to some words with strong parts of speech. You often pay a high price, and when you encounter a long-tail word, you give a wide matching mode, then generally the low-priced word will be matched with the high-priced word, which is not worth the loss. This is a common phenomenon.

Article 3: Bid based on regional conversion strength. Because some companies run in multiple regions or even nationwide, and most of the keywords are the same, in addition to the regional bids in the account itself, many companies pull out separate copy plans to run for easier statistics and adjustments, so the bids are also in a decreasing pattern according to the strength of regional conversions.

Article 4: Based on account status. Many people run multiple accounts, so it is impossible for the bids of several accounts to be the same. Generally speaking, the main account bids higher and the match is smaller, while the sub-account bids lower and the match is wider to expand the volume.

Article 5: According to time period and terminal. This means that you can increase the bid during a good time period, that is, increase the time period coefficient ratio. In addition, the PC and mobile terminals must also be run separately.

Article 6: According to the budget. This is easy to understand. If the budget is insufficient, the price will of course be lower.

Article 7: Based on ranking. The ranking of keywords is the basis for our bids. For example, in order to increase consumption, we think of raising prices, but how should we raise prices and which keywords should we raise? This ranking is used to check whether the low-ranked words contain your core business words and whether the low display volume is caused by your low bid. In that case, you have to adjust it back to a reasonable price.

Article 8: Based on conversion. The most fundamental thing is conversion, which is adjusted according to the various reports that everyone has to do every day. I would like to remind everyone that you should look at it based on the conversion cost and have a caliper in your mind. Otherwise, if you only spend a little money on some words, you may lower them if you think the conversion is not good. You must give these words a chance to convert.

Finally, Feng Chaojun from Dongguan would like to give a suggestion to students who are doing bidding: keyword bidding is an important means to control CPA. Therefore, when bidding on keywords, you must not be willful, but consider various factors and conditions comprehensively and think twice before acting.

Dongguan Fengchao series bidding software covers the four major search platforms of Baidu, 360, Sogou and Shenma. It adopts original bidding algorithm, intelligent and accurate bidding, one-click batch ranking query, real-time adjustment of bidding according to keyword position, reduces false bidding, stabilizes ranking and saves corporate budget