How does bidding reduce costs? Bidding promotion method to reduce costs!

Some time ago, someone asked the editor in the group, the boss has already given me a budget and asked me to reduce costs, otherwise he will fire me, what should I do? He asked me to help analyze his account. After looking at it, I gave him some suggestions. When I was flipping through my notebook at night, I accidentally saw some summaries I had written before about Baidu bidding. So how can bidding reduce costs? Bidding promotion method to reduce costs! Let’s learn more about it with Feng Chao from Dongguan Network Promotion !

How does bidding reduce costs? Bidding promotion method to reduce costs!

First: During the account familiarity stage, we need to have a good chat with the previous account manager. Their understanding of the account is definitely better than ours when we just took over, so what we need to do is to have a heart-to-heart talk with them and get a good understanding of the current situation of the account, whether they are content with the status quo, or want to make a breakthrough, whether there is no effect, or a significant effect, which plans, which units, which keywords, which regions are minefields and cannot be invested in, and which creative ideas are high-risk and cannot be implemented, all need to be clarified first. Only by being familiar with the structure of the account can you be more confident when adjusting the account. Only by knowing yourself and your opponent can you be at ease, avoid wasting advertising costs, and reduce promotion costs.

Second: Analyze our competitors. We need to be flexible and make adjustments based on the competitors' delivery. Think about who we are bidding against. They are nothing more than our peers. If no one is competing with us and we still set a high click-through rate, wouldn't we be stupid? The delivery strategy is to avoid the real and choose the time period with less competitive pressure and higher conversion rate for delivery. However, during some sales peaks, we cannot save money blindly. After all, that is when performance explodes.

Third: Determine the keywords and lock in our precise customers. For a Baidu bidding account, keywords are the most basic and important part. We must ensure that the quality of the keywords used for drainage is high so that there can be conversions later. Under the condition of fixed promotion costs, our first choice is brand words, followed by core product words/business words, then consider long-tail keywords that target customers often search for recently, and finally consider competitor words, crowd-related words, etc. When competition is not very fierce or the budget is over, the correct use of keyword matching mode will help us target accurate potential customers. It is recommended that most of the account's keywords be set to phrase matching. If broad matching is used, it is recommended to use it in combination with negative keywords.

Fourth: Write good advertising ideas. Writing ideas requires a lot of effort. Good ideas can not only improve the quality of keywords, but also allow us to spend less money and have stable rankings. Moreover, if the ideas are well written, it is equivalent to the customer's recognition of our products or services by at least 30%, so its importance is self-evident. How to write a website so that people can know the content without even clicking can also reduce costs, especially by adding a 400 phone number to the creative idea. Old customers will mostly contact directly when they see the familiar advertisement and phone number, which will help me save some money. If the creative is written clearly, some customers may feel that the website is not what they are looking for after reading our creative. This will also reduce a lot of invalid clicks, and the money saved can be invested in the ranking of competing keywords.

Fifth: Control your ranking position

Regarding the ranking issue, we all know that the first place has the largest traffic, but it also costs the most money. In fact, we only need to ensure that our keywords are on the first screen (top four), which is enough to guarantee our traffic and effect. We generally weigh and adjust the ranking based on the traffic and price of the words. We will not compete for the first place for words with too much traffic. It is best for us to ensure that the words with high conversion and low price are in the first place, which will have a good delivery effect.

Sixth: Optimizing account quality. Improving quality to reduce promotion costs is what every bidder must do on a daily basis. There are many methods and techniques, but all of these techniques cannot escape the core factors such as account structure, account performance, historical data, click-through rate, landing page, creativity, etc. Therefore, in the process of optimizing quality, we must first grasp the factors that affect the quality score, and then optimize them in batches, groups and words according to the plan, and make continuous adjustments. This is the fundamental thing, and we need to do this down-to-earth.

Seventh: Design and plan a good landing page. The landing page is the first page that our bidding advertising link sees after reaching the website. If this page is not well designed, users are likely to close the page and leave. All previous efforts will be wasted and have no effect, which will increase the cost by several digits. Therefore, when optimizing the bidding landing page, it is key to pay more attention to the optimization of the user experience. We must also follow a simple habit in design and planning, and highlight the information we want to convey to users to the greatest extent, so that it is useful to users, rather than simply sensationalizing. If too much information is listed, not many people will read it. In addition, we must always pay attention to ensure that customer service is connected normally during the promotion period. Always pay attention to whether the website is open, how fast it opens, whether the order submission or dialogue window is normal, doing these well will effectively reduce costs.