How does bidding reduce costs? How to reduce costs with Baidu bidding?

Bidding itself is a place to spend money. If the operation and management are not good, the situation of "high cost and low inquiry" will appear, which is not conducive to the long-term development of small and medium-sized enterprises. We must learn to control costs and consume ineffective consumption. When the cost of the bidding account has been on an upward trend, we must learn to analyze the reasons for the cost increase. Then how can bidding reduce costs? How to reduce costs with Baidu bidding? Let’s learn more about it with Feng Chao from Dongguan Network Promotion !

How does bidding reduce costs? How to reduce costs with Baidu bidding?

Today, the bidding outsourcing editor has analyzed several solutions to the problem of rising costs for novices based on his own experience.

First, analyze the reasons for the increase in bidding account costs:
1. Creative issues with bidding accounts. The creative aspects of the account haven't changed much in a long time. The quality has also decreased. Therefore, when the new structure was put forward, three new creative ideas were added, and the proportion of three-star words did increase significantly after the launch. To determine whether it is a creative problem, suspend all new ideas. After accumulating data for two days, we found that the conversion rate had indeed increased and was close to the original level. However, the traffic is very poor and the quality is seriously problematic. In conclusion, creativity does have a great impact on conversion rate, but the quality is not as good as before.

2. Bidding issues with bidding accounts.
We selected two periods of time with lower costs in the past and compared the keyword report with the high-cost report in recent days to see if the main consumer words had changed due to bidding. The result is that although I did not use the original bid, the main consumer words did not change because the bids of the new structure were generally higher than the original ones. What’s even more strange is that the conversion rate of the original high-conversion main consumer words has dropped to 1/3 of the original. Conclusion: It’s not a question of bidding.

3. Issue of adding new words to bidding accounts.
This time, with the new structure, we also sorted out thousands of search terms (exact match) generated by the broad match plan. After sorting out the data, we found that the conversion rate of these terms was very low. But these words don’t perform well when triggered by broad match. Conclusion, the position of broad match display and creative wildcard replacement have a great impact on conversion rate.

4. The quality issue of bidding accounts.
The cause has been identified as a creative problem, but the problem is that new ideas have been suspended and the quality has dropped significantly. To what extent has it dropped? To give an extreme example, for a certain keyword, the minimum display price increased from 0.6 in October to 2.7. I asked Baidu Technical Support why the minimum display price had increased so much, and the answer I got was that the system parameters showed that "the quality of the web page is too poor." But in fact, in just half a month, the webpage did not change at all, only the creativity changed. Baidu Technology has no way of answering the specific reason. My own guess is that after the new creative was launched, the keyword bounce rate increased significantly (which is indeed the case). This is reflected in the data that the quality of the web page is too poor, so the quality score has decreased.

How does bidding reduce costs? How to reduce costs with Baidu bidding?

Second, measures to solve the rising cost of solutions:
1. Suspend adding new search terms to bidding account content. These words are still triggered by broad match.

2. Suspend adding new creatives to bidding accounts. Optimize the original creativity and let the quality of the creativity gradually accumulate until it is restored.

3. Pay attention to the conversion rate of bidding account creativity. The purpose of Baidu bidding is to attract more traffic. Only attractive ideas can attract more traffic. Therefore, when adding creativity, don’t just optimize the quality, but also consider the conversion rate.

4. Don’t deny the usefulness of broad match. It can be seen in the case that the words that are broadly matched have a high conversion rate when they are broadly triggered; but when they are added to the account, they have a low conversion rate when they are precisely triggered. The reason is that the keywords that bring in the wildcards are different, resulting in different creative semantics.

The above is how bidding can reduce costs? How to reduce costs with Baidu bidding? The specific content of bidding promotion is now an important channel for online marketing promotion. If the cost is not controlled, it will be detrimental to the long-term development of small and medium-sized enterprises. Although bidding requires spending money, the money must be spent valuablely. It can obtain more accurate inquiries at low cost, which can reflect the value and be beneficial to the long-term development of small and medium-sized enterprises.