Baidu bidding promotion SEM data analysis and account optimization, how to optimize the bidding account?

1. Data Acquisition

Baidu account post-merge data report, promotion client data report download, Baidu statistics related data, website online consultation system data (Shangwutong, live800, Leyu, etc.).

2. Data aggregation
Summarize the three types of search terms, namely search terms, conversation search terms and order search terms, download the keyword consumption report (including keyword bids, consumption, clicks, click prices, landing pages, etc.) from the account background, integrate the data, connect the search terms, keywords, consumption and other data, and such a seemingly simple but actually sophisticated data analysis has come to life on paper. ( Feng Chao from Dongguan )

3. Data Analysis
After the data is aggregated and integrated, you can analyze the data to find out the abnormal data. If you want to present it more intuitively, you can use a pivot table to display the top 100 consumptions or the top 100 appointment conversations. This is more intuitive and clear. The following problems often arise in the analysis.

(1) Low display
To eliminate factors that may be caused by unreasonable account settings, you can analyze the keywords themselves. First, the keyword coverage is relatively narrow, and Tuowei Guanneng Sifeng has a high account structure. One is the keyword matching problem, which can be solved by adjusting from precise to short phrases or conducting extensive tests; the other is that the keyword ranking is not ideal, which can be tested by adjusting bids and creative optimization.

(2) High impressions and low clicks
>Poor ad placement.
>The idea is not attractive enough.
>Poor correlation.

Step 1: Download the report. Download and filter the keyword report with zero click volume (or lower than the account average) but non-zero display volume.
Step 2: Data filtering: Sort the filtered keywords in descending order by display volume, pick out the TOP keywords. If there are a large number of keywords, you can also use a pivot table to filter out units with higher display volumes and optimize the units.
Step 3: Drill down into the data and locate the reasons: Check the filtered keywords and unit bids, creativity, rankings, etc., find out the reasons and make optimizations.

(3) Short visit duration/high bounce rate
>Creative adjustments.
>Change the access URL.
>Website self-construction.
Try to adjust the creative idea: adjust the writing angle of the creative idea, or improve the relevance of the corresponding keywords and the creative idea. Change the access URL: Change the page pointed to by the access URL and conduct A/B testing.
Adjust the website structure or content: Check the data report based on the monitoring tool, such as the analysis of the heat map, to find out the problems with the website itself.

(4) Low conversion rate
>Overall impression of the website.
>Website content relevance.
>Website interactivity.
Website improvement suggestions:
> Guidance: Study the interests, behaviors and habits of visitors.
>Answer: Provide information from the customer's perspective and resolve questions.
>Tools: Effectively utilize rich online marketing tools.

4. Account Optimization
If consumption has not changed much in the previous 4 days, the display volume and click volume have dropped significantly, and the click rate has also dropped, first solve the problem of the current volume drop (data used in the data analysis course). A decrease in impressions may be due to the following reasons: Changes in account settings. Adding negative keywords, excluding IP addresses, shortening promotion periods, bidding too low, modifying keyword matching methods, and causing the product to go offline prematurely. The following are some specific processing scenarios:
Account setting changes are based on adjustments made after data analysis, and the effects need to be observed.
>Appropriately increase the bid for key words.
The modification of the keyword matching method is based on the overall account settings. The core words continue to use exact matching or common matching, and no adjustment is made when other words are included (Note: other words can be appropriately adjusted to phrase matching, food language authentication, etc.). The account was offline too early, so I appropriately increased the road. The guarantee is still within the specified time.
or broad match).