SEM small search delivery guide: bidding small channels

In SEM, there are five main promotion channels: Baidu, 360, Sogou, Shenma and Toutiao. Baidu is the main channel, which is often called big search in the bidding circle, and the last four are often called small search.

There are huge differences in traffic among the five search platforms. On the PC side, Baidu and 360 have a larger market share. On the mobile side, Baidu is still the largest player, while Sogou, Shenma and Toutiao each occupy a certain market share.

From the perspective of the current advertising market, Baidu bidding and Toutiao bidding are the most intelligent, while 360, Sogou and Shenma are relatively traditional. These five channels all have ocpc, or smart bidding. Today I’m going to share with you how to adjust your Xiaosou account, and I hope it will be helpful to you.

01 Choose a targeted Xiaosou account

First of all, in terms of traffic, if you are investing in PC, 360 and Sogou are preferred. If you are investing in mobile, Sogou, Shenma and Toutiao are preferred.

Secondly, it depends on the nature of your business. Some businesses have more PC traffic, such as some traditional industry machinery, industrial products, etc.; some businesses have more mobile traffic, so you need to choose channels based on business traffic.

The third is based on competition. Taking 360 as an example, we know that 360 mobile has less traffic, but if your business does not have much competition on 360 mobile, then your focus should be on 360 mobile rather than PC. Because the lack of competition means you have bonuses, and once you have bonuses, you should focus on them.

To summarize, when choosing a small search channel, one should first consider the platform traffic; second, consider one’s own business; and third, consider market competition. After combining the three, you can open an account for promotion.

There are some things to pay attention to when opening an account. The higher the rebate is not necessarily better. Try to find an old account and one with similar business to yours.

02 How to promote Xiaosou

From 2016 to 2021, I personally feel that the volume of small searches is getting smaller and smaller. In fact, it’s not just Xiaosou. Even Baidu’s traffic is declining. In this situation, how should Xiaosou be promoted? My suggestion is this:

1. Add as many words as possible. You can put Baidu's words into Xiaosou to promote them, or use Xiaosou's "keyword recommendation" to expand words. The volume of small searches is already small. If your keywords are few, the final traffic will certainly not be large. Then what needs to be explained here is that the words you want to add must be those that are closely related to your business. Words that are not so closely related do not need to be added.

2. Match as broadly as possible + bid as low as possible. Under the current small search traffic situation, it is not suitable for high-priced precise gameplay.

You can only get more traffic by relaxing the matching, and relaxing the matching is consistent with low bidding. If you adopt the low-price wide-matching method, you can not only bring more traffic, but also reduce the average price, increase clicks, and bring higher conversion rates. Of course, there is a prerequisite for relaxing the matching, which is to adjust it according to the data. It does not mean that you should make it broad, otherwise the search terms will be very messy.

It is recommended to combine the display data, 0 display or little display, you can put a first-level mode, display very large words, and the matching can be closed at one level. Generally, data reports are downloaded once every half a month or a month to adjust the model.

3. Be more relaxed with negative words. It is recommended not to be too strict in rejecting keywords in small search channels. The channels themselves do not have much traffic. If you reject keywords too strictly, it will only lead to less and less traffic. Generally, negative words can be placed at the plan level, not at the unit level. Check the negative words once a month and release any mistakes in time. Anything that is slightly relevant can also be released.

4. Xiaosou’s ocpc. 360's OCPC was launched in the first half of last year; Shenma's OCPC was available the year before last, but is not widely used; Sogou's OCPC is still in internal testing; Toutiao has three types of bids: OCPC/OCPM/CPC.

The ocpc of Xiaosou is not very mature. Except for Toutiao, I personally do not recommend other Xiaosou to use ocpc. Xiaosou still uses the CPC method for adjustment, which is more controllable and has better quality assurance. You can use ocpc or ocpm to search for headlines, which will have better results. This is mainly because Toutiao’s algorithm is more mature than that of 360, Sogou and Shenma.

5. Expand product volume. Baidu has many products to expand its scale, such as knowledge marketing, Aladdin, etc. In the field of SEM, Xiaosou has relatively few products for expanding its volume. 360 Search Promotion has an enterprise service and some paid products that can promote its own business; Shenma does not have any products for expanding its volume.

Sogou has an input and search ecosystem promotion, but as far as I know, it is not widely used in the market. But if you are interested, you can give it a try. After all, Sogou's input method still has a large number of users. Toutiao Search currently has no bidding affiliate products.

03 Xiaosou’s advertising strategy

As for the adjustment of Xiaosou account, the traffic cannot reach the level of Baidu. So we can only think of a strategic solution. Baidu's various CPC strategies are also suitable for launching small search channels. Here are a few strategies that I personally think are pretty good.

The first method: Develop strategies on the delivery device side

A good account structure is the necessary foundation for good results. For SEM, there is both PC traffic and mobile traffic, so a set of materials needs to be delivered to two device ends. Shenma and Toutiao only have mobile versions, so only one set of materials is needed.

360 and Sogou both prioritize computer devices, so they can divide the device end by mobile ratio. Prioritize computer devices and set the mobile bid ratio to 0.1, which means only invest on the PC side; if the mobile bid ratio is greater than 1, the focus will be on the mobile side.

There are certain considerations when placing ads separately on PC and mobile. For the PC version of Xiaosou, due to insufficient traffic, the matching can be wider and the ranking is generally higher. The recommended ranking for 5 ad slots is 1-3. The landing page on the PC side should be richer and have more consultation buttons.

There is more traffic on mobile devices, and the conversion rate during fragmented time may not be as good as that on PC, so the ranking can be kept in the top 4. The requirements for mobile landing pages are that the response speed should be faster and the conversion components must be clear (consultation, form, phone call, WeChat copy, etc.).

The mobile terminal is generally counted as 8 screens. The first three screens must have highlights to attract attention and retain visitors.

The structure of a mobile landing page is generally: navigation bar + bananar picture + main form + business introduction (picture or text) + company advantages + question and answer + small form + bottom information and conversion components.

The second method: Strategize the time of delivery

The time period strategy mainly includes two aspects. One is to set the time period coefficient based on conversion. Another way is to place ads during time periods when competitors are weak.

For example, an education business that I invested in before mainly used consultation and forms as its conversion methods. Searches are conducted during working hours, from 9 am to 7 pm. Later, I tried to add a separate plan. The plan contained words such as query and evaluation, with broad matching and low price. The delivery time was from 7 pm to 2 am, and then from 6 am to 9 am. This plan was only for mobile devices, and the page was a form page. There was no consultation, only a form.

The results after testing were very good and the cost was very low, with the form costing only over 10 yuan.

This made me realize a truth. First, there are actually dividends to be tapped during the time periods when competitors do not advertise. Second, targeted delivery can be made based on the conversion method. For example, if you don’t need customer service to handle forms, you can devote more time to rest. The same goes for adding powder.

So in terms of time periods, you can explore the time periods when your business has potential.

The third method: Strategize on the conversion page (method)

Common conversion methods include consultation, forms, adding fans, phone calls, etc. Generally, consultation pages are suitable for promotion during working hours, form pages are suitable for promotion throughout the day, and fan-adding pages are suitable for promotion during working hours and at night (customer service needs to respond promptly). So based on these, we can set up multiple pages and deliver targeted content.

For example, you can set up a separate plan to run a form. For example, some industries can add Huabao to increase the conversation rate; for example, the fan page can test whether PC or mobile has better effects, and which port has more advertising fans, so as to focus on the delivery...

These are all things that can be mined. Be sure to study the pages more, look at more high-quality pages of your peers, and imitate and learn from them.

The fourth method: Make strategies based on account coefficients and details

Account details. These details, including coefficient settings, auxiliary function switches and advanced style settings, must be done well.

Do you really check the auxiliary settings of your account often? Have you closed the target customer follow-up investment of Shenma? Do you have the settings for Shenma Hunter? Have you set up Sogou's clue component? Have you turned off 360's advanced precision expansion? There are many more details, which I will not go into here.

Details determine the cost, and the effect will be much better if the details are well taken care of.

In terms of coefficients, Xiaosou does not have many coefficients. If we want to control consumption or ranking, we mainly control it by planning the bid ratio. For example, if consumption is too fast, we can lower the bid ratio. If the overall ranking is poor, you can increase the bid ratio. Adjust the overall bid by controlling the ratio. There is no need to adjust keyword bids in batches every day. It is sufficient to adjust them once every three days, and adjust a small number of words that are inflated or underpriced.

Xiaosou has no time period or region ratio. In addition to the bid ratio, there is also an advanced creative ratio. Setting the ratio too high will cause waste, so you need to be careful.

04 Conclusion

In general, small searches have less traffic, but they are not useless. As the saying goes, a small sparrow may have all the necessary organs, if Xiaosou is done well, it can also bring in transactions and good production. It just depends on how it is done. You have to adjust small searches to the extreme, only in this way can you expand the volume.

Under stable conditions, it can be adjusted every three days. If it is unstable, it will take more time.

The above is the arrangement and summary of the Xiaosou account. There is a lot of content, but it is all details and very practical. I hope this can help all the fans of Jiuzhilan. Again, the channels are the same, there must be a way to achieve good results, and what we need to do is to find the method and put it into practice.

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Author: Mubibai

Source: Official account: Jiuzhilan Network Marketing (jiuzhilan)