Baidu bidding quality, how to improve the quality of Baidu bidding keywords?

Recently, the quality of some of the company's bidding promotion keywords has declined, which has affected the display position of the keywords and increased the bidding costs, so I made detailed optimizations to the company's bidding account. So how to improve the quality of Baidu's bidding and the quality of Baidu's bidding keywords? Let’s follow Feng Chao from Dongguan to find out more!

Baidu bidding quality, how to improve the quality of Baidu bidding keywords?

Factors that affect keyword quality:

1. Long-term and stable promotion of the account
Speaking of this, in fact, many of our company's businesses are carried out according to seasons, quarters or festivals, rather than long-term investments throughout the year.
Example 1: A friend of mine is engaged in wedding photography. His golden periods may be May Day, Mid-Autumn Festival and National Day. He may not have so much business at other times, so he will only do bidding promotion when these three festivals are close. (Wedding photography, Ms. Zhang, QQ: 1693011706)

Example 2: Our company is engaged in online academic education. There are only two enrollment seasons that year, so we will only do bidding promotion at the beginning of the enrollment season. Last enrollment season, the term "online education" had three stars. However, after the fall 2019 enrollment ended on September 20 and started again on November 3, "online education" now only has two stars. Therefore, marketers who can manipulate the bidding backend should pay special attention to this.

So how can we avoid and reduce the impact of short-term suspension of account delivery on keyword quality? Dongguan Feng Chao will explain in detail in future articles, and this article will not provide an answer.

Baidu bidding quality, how to improve the quality of Baidu bidding keywords?

2. Number and quality of creative ideas in the unit
In terms of unit creative presentation, one is preferred and the other is rotation. When Feng Chao from Dongguan was doing Baidu bidding marketing, he deliberately observed the impact of the two display forms on keyword quality. Practice has proved that optimization and rotation will not affect the quality, but will affect the ranking position of the keywords. Readers can choose a three-star keyword and present it in a certain way every day to observe whether the presentation method has an impact on the keyword.

The rules of speech are correct. When it comes to the number of creative lines, Feng Chao from Dongguan believes that creativity should be diversified. It should not only reflect the needs of netizens, but also add some promotional and preferential elements. However, the number of characters in a creative line is limited. Therefore, in order to better attract potential customers to click and browse, guide purchases and facilitate transactions, the quality of the creativity must be guaranteed. Here are a few ideas I wrote for a certain promotion keyword as an example for your reference:

(1) {Yuanda Education}, what can a nationally recognized academic qualification change?
{Yuanda Education} changes your life, from blind dating to marriage; from job hunting to promotion; from illiterate to scholar; from commoner to leader, everything is achievable! Hotline: 400-610-1111

(2) {Yuanda Education} Give yourself a chance to continue learning!
{Distance education} Nationally recognized academic qualifications, fast certification, low investment, online classes, flexible school system, easy enrollment, famous teachers, financial aid guarantee

(3) {Yuanda Education} Pass rate 98% Bachelor's degree rate 69%
Modern and far-reaching education of China University of Geosciences + nationally recognized academic qualifications + electronic registration by the Ministry of Education + group scholarships. Modern distance education registration hotline: 400-610-1111

The above are three creative ideas listed by Feng Chao from Dongguan for one keyword. In fact, when we do Baidu bidding marketing, there must be more than one keyword and more than one creative in a promotion unit, but there must be many. So how do we verify the impact of creativity on keyword quality? We can find a one-star or two-star keyword. If other conditions remain unchanged, you add a creative idea to this keyword every day. After 10 days (basic cycle), you can see a significant change in the quality of this keyword.

Baidu bidding quality, how to improve the quality of Baidu bidding keywords?

3. Number of keywords in a unit
In the process of Baidu bidding marketing, in order to better match netizens' search results, it is impossible for us to match all words with one creative idea, so not all keywords will be in one promotion unit.

However, when we add materials in the Baidu backend, we can put all the keywords in one unit at the beginning to see the quality of all the keywords. Then transfer some similar words that can be matched with a creative idea to the newly created promotion unit, then add a creative idea and observe the changes. Sometimes you may not even need to add creativity, some words can immediately rise from one star to two stars, and occasionally to three yellow stars.

Some students may ask, how many keywords are best to put in one unit? According to Feng Chao from Dongguan, it is best not to have more than 5 keywords in one unit.

Dongguan Feng Chao will explain in detail in future articles under what circumstances it is appropriate to adjust the promotion plan and promotion units. This article will not provide an answer, so please stay tuned.

Baidu bidding quality, how to improve the quality of Baidu bidding keywords?

4. Keyword Bidding
Regarding keyword bidding, it is necessary for Feng Chao from Dongguan to explain it in detail. As we all know, the reason why Baidu marketing is also called Baidu bidding marketing is that whoever bids the highest will rank higher. But what does this have to do with keyword quality?

For example, if you have a keyword with two stars, if you want this keyword to rank in the top three, then you just need to increase the bid and it will be very likely to happen. After a while, you'll find that the word will rise to three stars, and then you can bring the price down. To put it bluntly, keyword quality is also related to click-through rate, and if you want to have a click-through rate, increasing the bid is a key factor, otherwise Baidu will have no money to make.

However, if the keyword is a gray star, it is recommended that you do not raise the price too high, because a gray star is not eligible to be displayed on the left side of Baidu. As long as the corresponding price is raised, it can be ranked first on the right. After a period of accumulation, it may still rise.

Baidu bidding quality, how to improve the quality of Baidu bidding keywords?

5. Keyword matching mode
When doing Baidu bidding promotion, not all words can get three stars, and not all words can be aligned to the left, but if you can reach 80%, you will be very remarkable. Feng Chao from Dongguan has the best result of 81%. I wonder what the other guys’ results are? You are welcome to share in this article!

When faced with some gray star words, we always feel helpless, but there are still ways to optimize them.
(1) You can take the gray star out of the promotion unit, move it to a new unit, and then add creativity.

(2) Increase the bid so that it can be displayed in the first two positions on the right, thereby increasing clicks and improving keyword quality.

(3) After analyzing with statistical tools, if the conversion rate is not high, give up completely.

(4) If we want to upgrade a one-star or two-star keyword to a three-star one, we can change its matching mode from "phrase" to "broad" to increase the click-through rate. This way, the quality of the keyword will gradually improve.

Baidu bidding quality, how to improve the quality of Baidu bidding keywords?

6. Gray star keyword transfer, deletion and re-mention
(1) Delete the repetitions in this unit and add creativity.

(2) Move to the new unit and add creativity.

There is not much to explain about this method. When you delete a gray star word and resubmit it, in many cases it can be immediately upgraded to a green star, making it easier to optimize in the future.

7. Website bounce rate and second bounce rate
If we cannot find a good marketing statistical analysis tool when doing marketing, we will actually fail. At least we need these tools to count the website bounce rate and second bounce rate.

The higher the website bounce rate, the higher the quality of the website construction, which is not attractive enough. We often say that we need to build a marketing website. In fact, this is an arduous task. Generally speaking, it is no different from the scope of website operation. Therefore, SEO, marketing, promotion, and operation are all indispensable. I hope that students can be versatile and become all-rounders. If the bounce rate is low, the second bounce rate will increase accordingly, which also means that the website can deeply attract netizens to click and browse. Currently, the bounce rate and second bounce rate can be counted using tools, but it is not possible to prove in practice how much they affect the quality of keywords.

8. Daily budget and duration of keyword placement
If there is only one project on our website, we may only need to create a promotion plan. If a website carries many projects, we need to manage it in a refined manner.

For example, if we have an educational website that sells studying abroad, summer camps, academic education, technical training, etc., then the budget we allocate to each promotion plan will definitely be different based on business needs.

Assume that the account's daily promotion budget is 1,000 yuan, with a total of 5 promotion plans. If you set each promotion plan to 200 yuan, then I suggest you study more before taking up the job.

If we further refine it to the promotion units in each plan, some words are very broad and precise when we choose them, so their single click consumption will definitely be very high. Therefore, even if you have the same budget for each promotion plan, there will definitely be some that will be offline early. When your promotion offline time fails to cover the online time of potential customers, it will be lost, thus affecting the quality of keywords.

Let’s do an experiment. If you suspend the promotion of a one-star keyword on Saturdays and Sundays for two consecutive weeks, and then take a look at it again on Monday two weeks later, there is a more than 70% chance that it will drop to a gray star.

It would be fine if only a few words turned into gray stars, but if they accounted for a certain percentage of the total number of promoted words, it would be fatal. So I think this is the cleverness of Baidu, making it impossible for merchants who do Baidu bidding to escape Baidu's control. This is also what all promotion merchants will say: Baidu's promotion costs have remained high, and it really burns money! ! ! However, from the summary of the entire marketing effect, the more you invest, the more you earn, and the more fees Baidu takes away. It’s just that the merchants feel unbalanced!