Search bidding planning budget strategy!

In actual search bidding, you will often encounter a situation where the budget has reached its limit after just a few hours of running. Often, the plan is shut down before the golden delivery period. If the bidder is busy with other things, it is even more likely to waste great exposure opportunities and let the target traffic pass by. How to avoid this situation, how to increase control over the account to better seize prime-time traffic for growth? If you explore carefully, you will find some corresponding ways to explore.

The search bidding plan budget reaches the ceiling too quickly. Except for the situation where the marketing budget is too small to cover it, the effective coping methods in other cases are summarized as follows after research:

First, we need to consider the seasonal factor . The smallest time unit under this dimension is month and the longest time unit is year. Taking tool products as an example, although tool products do not have strong fluctuations (traffic and revenue) with the passage of seasons like content products, based on the specific product form and revenue model, some tool products still have strong seasonal volatility. Therefore, the setting of bidding accounts needs to deeply match seasonal factors, which is manifested in the early layout of materials and delivery of materials to cope with the challenges after the increase in traffic.

For example, video editing tool B is available on both Baidu and 360 search promotion accounts. B's main functions are intelligent video subtitle recognition, popular subtitle template addition, hot holiday video elements, cool special effects, colorful backgrounds and other functional points. Therefore, the paid search bidding account plan structure is also divided according to functions. Before the Mid-Autumn Festival, the overall cost of B product plan increased by more than 30% compared with the usual level. The growth rate of holiday video elements has reached more than 50%. Therefore, it is a forward-looking move to increase the budget for the delivery plan before the holiday trigger time period and expand the traffic scope for units with expected volume and good conversion effects. It is a manifestation of better meeting the demand for search traffic.

Secondly, it is necessary to grasp the delivery time period factor to make delivery adjustments. The smallest time unit under this dimension is day, and the longest time unit is month. If seasonal factors are the measurement angle of long-term mechanisms for large cycles, then the time period factor is the short-term mechanism for small cycles, which provides more flexibility and control for advertisers. At present, the logic of search bidding coverage is centered on keywords. Publishers can set keywords, creatives, matching modes and build a plan-unit framework on the marketing side and then launch the campaign. The effect is generally stable. As for data effect measurement, it is understood that most of the performance data is monitored on a daily basis. Therefore, daily fluctuations require a complete front-end and back-end analysis to assist publishers in account and plan diagnosis, which is reflected in budget adjustment and setting of delivery time periods to achieve the best results.

For example, the online graphic and text editing tool plan C spent 1,000 yuan on search bidding on Baidu on September 13, with a CPC of 0.9 yuan. As the Mid-Autumn Festival approaches, the demand for graphic editing in the new media operation industry has soared. The probability that users will search for the creativity of tool C on Baidu and click on the landing page has increased. Correspondingly, various competitors of tool C have rushed to grab volume before the festival, so the click-through rate of creative display has not fluctuated much on a daily basis, but the absolute value of clicks is on an upward trend, and the consumption of the plan has also increased accordingly. Accordingly, bidders need to increase their budgets and set plans to run during time periods with higher conversion rates.

The third aspect of diagnosis is the need for detailed search term analysis and adjustment strategies . Search terms can help bidders explore user needs and make planned adjustments. Taking Baidu as an example, in the Plan-Targeting-Search Term column, you can select the search term data you want to view according to the data collection period. If you want to plan the delivery schedule for the next 10 days, you need to pull the search term data of the control group for 10 days for research to understand the user's search intention. After the search terms are retrieved, professional word segmentation tools can be used to segment the terms according to preset categories. At the same time, Baidu Keyword Planner can be used to classify the search terms according to search volume, guide price, and degree of competition. Finally, the weight and traffic potential of each category can be found to clarify the focus of the existing unit's delivery.

First of all, unit scenario segmentation can enhance the control over the overall delivery plan, because for tool products, the core value lies in stably meeting the needs of user segmented scenarios. Therefore, when launching customer acquisition campaigns, the more carefully you divide and classify user needs, the more you can tap into traffic and increase your chances of attracting high-quality users.

Be as fierce as a tiger in the operation, look at more data and do more analysis. This is reflected in the specific operational level by using professional user demand insight tools to find specific user demand items, such as using 5118 big data tools - mining traffic - keyword demand maps, entering product core words, and displaying demand mind maps in seconds. Then, based on the demand mind map and high-frequency demands, sort out the account structure. For some high-frequency demands, separate plans can be created from the parent plan (without separation from the back-end tracking) to expand traffic, instead of being restricted to just one plan. This way, more levels of subdivision can be achieved.

Reducing internal duplicate consumption and finding new traffic breakthroughs are also crucial to "stick to the basics and be surprising" and reasonably control account consumption strategies. While keeping an eye on their own accounts, bidders can also take a look at their colleagues' account structure to see if there are any duplicate placements. If the keywords and landing pages are repeated but the relevance to the other party's business is not high, even if it is internal competition, it will only increase bidding costs. Returning to themselves, bidders need to explore new traffic breakthroughs, including but not limited to:

(1) Presentation on the same stage. It is necessary to turn on the same-platform display setting at the account level, and the same-platform display has high requirements for the differences between the creative and the landing page. The creative for the same-platform display needs to be in the title and description. There is a significant difference in the landing page content. The works displayed on the same platform will be sorted, displayed and billed according to standard creative ideas, with no additional charges.

(2) OCPC. Based on the crowd portraits accumulated by the delivery platform over a long period of time, by jointly building in-depth conversion data, we can break through the traditional keyword/bid restrictions to trigger advertisements and select high-quality, high-conversion traffic on a larger scale.

(3) Block malicious click traffic. It is worth mentioning that due to the proximity of popular nodes, new users will face "difficulty in choosing", so the commonly used visitor strategy display blocking will sometimes "accidentally hurt friendly forces" and block normal users, so it is necessary to consider a more reasonable blocking strategy to eliminate invalid traffic.

For manual bidding, if you want to control budget consumption, it is not recommended to simply adjust to precision, because keyword matching will affect the creative ranking display and click-through rate. It is recommended to match according to the most effective matching method, and then leave the limited budget for the most needed and most effective keywords. This is a relatively time-consuming dynamic adjustment process. My personal experience is to adjust it once in the morning and once in the afternoon every day, and then observe and compare the effect data to achieve the optimal solution within my capabilities.

It is worth mentioning that currently the front-end and back-end data of specific keywords can basically be connected on the market. This ability is very important. After the front-end and back-end data of each keyword are connected, there is a data basis for horizontal comparison and screening and adjustment. It can also be used to do creative A/B testing to improve the user experience of the search results page and create a good impression before the user comes to the landing page.

Author: Tool Operation

Source: Tool Operations (toolpm)