What are the characteristics of a healthy Baidu bidding promotion account structure?

Friends who are new to Baidu bidding may have heard from some old SEM employees that account health is very important. If the account is not good, no matter how much optimization is done, it will be in vain. So what are the characteristics of a healthy Baidu bidding promotion account structure? Let’s learn more about it with Dongguan Network Promotion Editor!

What are the characteristics of a healthy Baidu bidding promotion account structure?

Based on practical experience, we have found that accounts with good promotion effects generally have the following quantitative proportions in structure:

1. The number of promotion plans in each account is no less than 2

Generally speaking, more campaigns and promotion units mean that you have a more thorough segmentation of keywords and can target more potential customers in a more precise way. Even if you are only promoting one product/business in one region, you can classify keywords from multiple perspectives and combine them with more targeted creatives. By improving the relevance between keywords and creatives, you can increase click-through rate and quality and optimize promotion results.

2. The number of keywords in each promotion unit should not exceed 30, and it is recommended to keep it between 5 and 15

If the number of keywords is too small, the promotion unit may lack display opportunities, fail to target more potential customers, and fail to achieve promotion effects. If there are too many keywords, it may not be possible to ensure that each keyword has a high correlation with the creative, and it may not be able to attract the attention of netizens, resulting in a low click-through rate, which will further affect your quality. It is recommended that you include keywords with similar meanings and the same structure into the same promotion unit, and keep the number of keywords in each promotion unit between 5 and 15. If the number exceeds 30, please use the keyword transfer function to split them as much as possible.

3. Each promotion unit contains at least 2 creatives that are closely related to the keywords

When netizens’ searches trigger your promotion results, each creative idea corresponding to the keyword will have the opportunity to be displayed. The display effect of the creative may be different in different display locations. Please pay attention to the completeness of description 1 in the creative. For the same set of keywords, you can try different product selling points, styles and expressions in different creatives, and use creative reports to compare and evaluate the appeal of different creatives to netizens, and continuously optimize the quality of creatives.

We also provide a high-quality account model for your reference.

By combing and optimizing the account structure, your promotion effect may be improved several times. For example, you can group keywords with similar meanings and structures into the same promotion unit and use wildcards to create more targeted creatives. The correlation between keywords and creatives can be significantly improved, and the click-through rate may increase by 150%-200%.

The process of designing an account structure is also the process of re-examining your promotion objectives. To establish a well-organized and easy-to-manage account, you need to comprehensively consider your business promotion goals and current status, and continuously optimize based on analyzing statistical reports and promotion results. Especially as your products/business adjust and keywords are added, deleted, or changed, you may need to constantly reorganize your account structure to achieve the best promotion results.