Bidding price adjustment ideas, Baidu bidding price adjustment strategies and analysis!

When we are doing bidding promotion, we must make adjustments to the bidding background from time to time, guided by marketing strategies and needs, to maximize the effect for the company while minimizing the investment. So in the process of bidding marketing, why is it important to adjust prices? Marketing considerations for price adjustments are very important. Today, Feng Chao from Dongguan will lead everyone to discuss Baidu’s bidding marketing strategy for promoting key words.

Bidding price adjustment ideas, Baidu bidding price adjustment strategies and analysis!

Several situations of bidding fee adjustment

1. Adjust your bid based on the number of competitors
One of the most common phenomena is that the dependence on Baidu is getting stronger and stronger, the investment in Baidu will only increase, and the cost per click will become higher and higher.

If this happens, I think it's something to be happy about as a marketer because you have chosen the right industry. A mature industry and a market with bright prospects. During the process of Baidu bidding marketing, you will find that your bidding competitors continue to increase over a period of time. This is a dangerous signal. How can you allow others to sleep peacefully in your bed?

New competitors generally follow this bidding marketing strategy:
(1) After careful planning, a special page will be launched to quickly grab a spot. The ranking must be in the top three, otherwise it will be meaningless. (In order to expand the influence, Baidu estimation tool can not give too much help at this time. We just need to enter a keyword and try it.)
(2) For new competitors, after they submit keywords, if the creative ideas are well written, the keyword quality will rise rapidly. A unified bid will be made for the keywords of each unit. The bids will be very high at this time because we need to ensure the ranking and the number of views. After all units of the entire promotion plan have been bid, we will look back at the ranking of the keywords. The first one will definitely be adjusted downward by units such as cents, until it is second or third.
(3) After one month of bidding promotion, based on statistical data and combined with performance feedback, the conversion rate of the keywords in the first period will be determined again. According to the first data analysis report, the bid of the keywords will be adjusted again to achieve a balance between effect and investment.

Regarding marketing strategy: strive for the second and third place in the ranking, and be prepared to adapt to ever-changing circumstances. Compared with new competitors in the bidding, our advantages are: first, the stability of keyword quality; second, the corporate brand and current market share; and third, the maturity of website operations. Therefore, when the keyword quality reaches three stars, we only need to raise the bid.

Bidding marketing is like a hungry wolf fighting for food. When one fights against many, there will always be a time when one runs out of energy. Therefore, if new competitors cannot find a balance between results and investment, they will soon be unable to sustain themselves and their rankings will naturally drop. In addition to being based on the budget given by the company, bidding must also be a long-term investment strategy.

2. Adjust the price based on the quality of keywords
In the previous article, it was mentioned how to improve the quality of keywords. When the keyword is two stars, we can increase the bid to make it have a better ranking position and more clicks. Baidu Fengchao will then determine the degree of recognition of this bidding advertisement by netizens. When the keyword reaches three stars, lower its price.

In fact, we need to pay attention to the price adjustment time here. During the bidding process, we pay attention to all the keywords every day. When a two-star keyword rises to three stars, it is unscientific to immediately lower the price because the quality of the keyword has not reached a stable period, so it is not appropriate to adjust the price immediately. According to the experience summarized by Feng Chao of Dongguan in the marketing process, for keywords whose quality has just reached three stars, it is best to adjust the corresponding price two days later so that it can be displayed in the position you want.

3. Holiday fee adjustment
Because the country advocates taking rest on statutory holidays, some companies will temporarily promote holiday bidding. However, some companies do heavy promotions before holidays and slightly reduce prices during holidays, but they do not suspend sales.

4. Adjust the price of keywords with high conversion rate
When we are doing bidding marketing, after a period of time, we need to do data analysis on all the promoted words and business transaction customers. The reason is that we need to analyze which words have high conversion rates. Marketing cannot rely solely on feelings, nor can it rely solely on professional sensitivity to speculate and define which words have high conversion rates. Everything must be based on data.

For example: when using "Leyu" for online consultation, potential customers can leave their contact information, which will be saved as a business card and then further followed up by phone. After the deal is done, we will go back and count the words that customers searched for and clicked through to our website, so we know which words have the highest conversion rates. This way, when bidding on Baidu, we will make corresponding adjustments to the promotion plan and promotion unit, allocating more promotion budget to words with high conversion rates, and then adjust the price to rank them in a better position.

Baidu bidding and price adjustment seem simple, but in fact, it carries many issues that we need to be concerned about. We need our marketing personnel to conduct in-depth research and analysis to make Baidu bidding marketing better.