Search Ads Keyword Optimization Guide

New feature of Baidu Marketing Optimization Center – "Improve keyword quality". Practical exercises will help you solve advertising optimization problems. You must read these 6 parts!

Friends who have placed search ads know that the current Baidu marketing search promotion ranking mainly depends on the quality of the ad and the bid. In the past, advertising quality was difficult to measure and there was no clear standard. Now there is a law to follow. The newly upgraded "Improve Keyword Quality" suggestion in the Optimization Center can be regarded as an optimization guide for quality.

Regarding this new feature, relevant information is available on Baidu Marketing Backend and Baidu Marketing School. The author recently tried this new feature and found the experience very good. Below is an explanation from a practical perspective.

In the earliest days of Baidu marketing search promotion, ranking was based on price; the higher the bid, the higher the ranking. Later, Baidu Marketing Search Promotion recently changed its ranking mechanism, using advertising quality and bids to comprehensively determine rankings to ensure the search user experience. Let's look at the formula:

As mentioned earlier, the factors that affect ranking are mainly bid and ad quality. Therefore, to improve rankings, one is to increase bids, and the other is to improve keyword quality. Improving rankings by raising prices is not sustainable because high prices will lead to waste and high costs. Only by improving the quality of keywords can it be sustainable.

Generally speaking, the quality of keywords is mainly related to three aspects. The first is the estimated click-through rate, the second is the relevance of the keyword and its associated creatives, and the third is the relevance of the keyword and the landing page. The higher the relevance, the higher the quality of the keyword.

At present, the "Improve keyword quality" suggestion of Baidu Search Backend Optimization Center is an upgrade from the original "Improve landing page relevance" suggestion. This new function will provide optimization suggestions for keywords in the account with low keyword quality and great optimization potential.

Let’s take a look at an example to see how to use this new feature and what it can be used for.

As shown in the picture, this is the “Improve Keyword Quality” in Baidu Search Backend Optimization Center.

After clicking "View Details", specific details will appear. The result is as shown below:

Let’s look at them one by one. At the top, the system tells us that there are two keywords with weak relevance to the landing page, resulting in the quality score - landing page experience being below average, which may affect ad display. The system suggests that we modify the landing page and improve the relevance between the landing page and keywords to obtain more impressions.

Then below are the data indicators. After optimization, it is estimated that 56 impressions will be increased per week, and the increase in impression volume is 2.88%. The specific words are given below.

In the keyword list below, there are keyword access URLs and creative access URLs. Generally, the keyword level plus the URL, then the keyword URL is the priority level for access. If the keyword level does not include a URL, the creative level must include a URL.

For the "keywords to be optimized" given by the system, we need to optimize them like this:

Check the consistency between the page and the keywords. If they are consistent, just ignore it. If the relevance is very weak, you need to modify the page.

Assuming that the account has many keywords to be optimized for quality, you can download the list of keywords to be optimized, and then modify it in the assistant after the table is modified.

Improving keyword quality can not only reduce bidding costs, but most importantly, keeping keywords consistent with the page can directly increase page conversion rate. If the keyword content is inconsistent with the page, it is equivalent to wasting money. Taking gynecology promotion in medical field as an example, for example, the keyword content is "what are the reasons for delayed menstruation", and the page is about early pregnancy test. In this case, the conversion rate will definitely be very low. If they are consistent, the opening rate will definitely be much higher.

Therefore, improving keyword quality can quickly and directly increase conversions. Reducing bidding costs will have long-term significance in the long run.

The correspondence between keywords includes two major relationships. Keywords correspond to creative ideas, and keywords correspond to landing pages. Of the two, the correspondence between keywords and landing pages is more important than the correspondence between keywords and creative ideas, because the landing page directly carries the conversion rate. Sometimes the creative content is inconsistent with the keywords, but there can still be conversions because the landing page is correct. If the creative idea is inconsistent with the keyword content, it will only affect the click-through rate. However, if the landing page is inconsistent with the keyword content, it is difficult to generate conversions because it affects the conversion rate. One is click-through rate and the other is conversion rate. You will understand if you think about it carefully.

Click "View Details" to expand the specific keywords under each unit and view the keyword details. At the same time, the reasons for the weak correlation between keywords and landing pages and the optimization direction can be analyzed, such as:

1) The keyword has not been added to the most suitable unit: You can delete the keyword from the keyword list and add it to the appropriate unit to match the best landing page.

2) The landing page lacks product or service introductions related to the keyword: You can modify the landing page content to add keyword-related products or services; or create a new landing page and modify the keyword access URL.

3) The access URL of the keyword is set incorrectly: you can change the appropriate access URL for the keyword.

4) The keyword is not related to your business: You can delete keywords that are not related to your business.

5) All keywords use a unified creative access URL, which has weak relevance to the keywords: It is recommended to set up a separate keyword access URL for the keywords.

In addition to these functions, there is also a diagnostic function. The diagnosis function can be used to diagnose keywords again after modifying the landing page. It is convenient to track the landing pages of keywords. Still very practical. For specific usage, please refer to the official recommendations:

1) If you need to set/modify keyword access URLs for keywords, you can directly select the keywords that need to be modified in the optimization center suggestions and modify the keyword access URLs in batches. After the modification, the system will automatically initiate a re-diagnosis of the keywords, which will generally be completed within 24 hours. If the keyword landing page experience reaches the average level or above, it will be migrated from the "Keywords to be optimized" list to the "Optimized keywords" list, indicating that the keyword landing page experience is relatively good.

2) If you have modified the content of the landing page, after modifying the content of the landing page, you can select the keywords used for the landing page and click "Re-diagnose" to obtain an evaluation of the keyword optimization effect.

3) If you have modified the keyword access URL outside the Optimization Center (such as the promotion client or keyword list), you can select the optimized keyword in the suggestion in the Optimization Center, click "Re-diagnose" to obtain an evaluation of the keyword optimization effect.

4) If you delete the keyword and add it again to another unit, the keyword will disappear from the optimization center suggestions. You can wait for the new keyword quality data to be updated. Or click "Go to keyword quality pre-check tool" on the left side of the "Download" button to pre-check keywords and the landing page experience of the new landing page before launch.

In the current Baidu bidding, whether it is CPC or oCPC, keyword quality is a very important link. Cannot be ignored. Especially for new accounts, assuming you have not been running for a long time, the keyword quality of the entire account is not very high. We should pay more attention to it. For new users or users who have not been advertising for a long time, if the quality of keywords is ignored, the cost will be relatively high. I hope this advice from someone who has been through it can help you.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)