Baidu keyword quality optimization, how to improve keyword quality score?

With the continuous revision and adjustment of Baidu's bidding, Baidu upgraded the original three-star quality rating to five-star 10 points. Although Baidu claimed that the original quality rating would not be affected, this is not the case. You should know that Baidu is a listed profit-making organization. On the surface, it is improving the star rating to allow customers to more clearly understand the room for improvement of keywords. So , how can we improve the quality score of Baidu keywords when optimizing their quality? Let’s follow Feng Chao from Dongguan to find out more!

Baidu keyword quality optimization, how to improve keyword quality score?

Baidu intends to reduce the quality of keywords in bidding accounts to a small extent. Why? In order to improve the quality of keywords, there must be a certain amount of clicks. To get clicks, there must be an ideal ranking. To have a ranking, the bid must be increased. This is a closed loop, so Baidu is an absolute vampire for the sake of quarterly revenue reports. There are three factors that affect keyword quality: ranking, clicks, and bids. So how can new and old accounts improve Baidu keyword quality?
Baidu keyword quality optimization, how to improve keyword quality score?

New accounts improve Baidu keyword quality:
When many account operators launch new accounts, they will try to keep the daily budget as low as possible, and basically set the matching to core phrases. TY also set it this way before, but through monitoring, it was found that this was actually wrong. New accounts should follow these steps to optimize their accounts:
Step 1: When a new account goes online on Monday and the overall keyword quality is good, set up broad matching and, within an acceptable consumption range, ignore conversions and try to get clicks. Otherwise, in the next few days you will find that the quality scores of keywords that don’t get clicks will usually drop by 1-2 points.
Step 2: In the next three days, look at the Baidu search term report and deny all the words that do not match.
Step 3: Starting from Friday until Sunday, 90% of the industry's online search volume will decrease. At this time, keep the matching method unchanged, slightly increase the bid, and continue to maintain the keyword ranking advantage to obtain clicks.
Step 4: Starting from next Monday, maintain the bid, change the matching method to phrase synonym matching, and observe the ranking on Tuesday. If the ranking drops, continue to adjust the price slightly upwards. If the click rate remains the same as last Monday, the matching method will be maintained until Sunday.
Step 5: After two weeks, check the account’s keyword quality and overall performance score, and then continue to optimize the account based on the marketing strategy.

Baidu keyword quality optimization, how to improve keyword quality score?

Old accounts improve Baidu keyword quality:
Generally speaking, the performance of old accounts tends to be stable after a certain period of promotion, but the quality of some core words and words with high conversion rates has not improved. At this time, you can refer to the following steps to improve the quality of related words.
1) Words with a score below 4: You can delete them directly, create a new planning unit, re-propose the words, and add creativity.
2) 5-6 participles:
The first step is to check the creative display and click volume of the unit where the word is located. (Don’t use the preferred creative when launching new accounts. If the system determines and displays one of the creatives, after it gets clicks in the first two days, the other creatives will be discarded. So it is better to select in rotation first, and then set the preferred creative after other creatives get clicks, and then use the system to indicate high-quality creatives based on factors such as clicks, wildcards, and red floats.) If the click-through rate of the preferred creative displayed is lower than 3%, keep the planning unit where the keyword is located unchanged, then you need to increase the bid, change the display method to round-robin, and modify the wildcards and red floats of the existing creatives. Set a week to observe the changes in quality.

The second step is to check whether the creative display forms are complete.
Group or trademark enterprise:
1) Brand Zone
2) Brand landmark SMEs:
1) Brand starting line
2) Flashcast-Phoenix Nest Pictures & Product List & Product Navigation

General Display:
1) Website avatar
2) Web Phone
3) Discounts

Normal registration:
1) Official website certification

Education Industry:
1) Baidu Zhixin

Trail:
Question and answer marketing:

The above display styles can be applied for according to the situation of the enterprise's Baidu account. Various novel display styles can make the display effects of different rankings better and easier to obtain more clicks, thereby improving the quality of Baidu keywords.