Baidu vocational education and training industry advertising promotion case

This article shares with you Baidu’s advertising promotion cases in the vocational education and training industry. Let me give you a detailed explanation using accounting training as an example.

• 1. Target population analysis
• 2. Promotion structure suggestions

It is recommended to divide the plan by product (such as junior accounting training, intermediate accounting training, and advanced accounting training), and separate the PC and mobile promotion plans. The bidding strategies and creative strategies for different ports are different, so as to better track the port conversion effects and make good budget allocation in the later stage.

It is recommended to divide the units according to the keyword part of speech, such as training words, course words, regional words, etc. This is conducive to creative writing. Different categories of words have different targeting. For example, training words focus more on the word training (training methods, training time, etc.), and course words focus more on courses (course quality, course effect, etc.)

Or divide the plan by region and allocate budget based on product focus in different regions. If the plan is divided by region, it is best to divide the units according to different products + different parts of speech dimensions. For example: Quanzhou area: primary training-primary courses-primary fees, etc.

• 3. Keyword direction

General word categories such as accounting training, although these words have large traffic, but the user conversion intention is vague, so it is recommended to use the precise medium price strategy for promotion.

Product words and core words, do a good job of conversion tracking, use the four quadrants, strive for ranking for high-quality conversion words, optimize high-cost words, and stop using low-quality words when necessary.

Brand words, as high-conversion and low-cost words, need to be ranked first to ensure they are ranked first.

Long tail words, low price and wide strategy, ensure that consumption can be displayed.

• 4. Creative direction

Mobile creativity:

Because mobile creatives can display fewer words and users have limited browsing time, it is recommended that you set port preference creatives when writing creatives, especially mobile creatives. There must be at least two mobile-preferred creatives to prevent the ad display from being truncated and to make the pain point bombing more targeted.

Creative copywriting:

Try to avoid meaningless words in your creative writing, such as intelligence, features, and achieving dreams. Such words are purely self-congratulatory and cannot impress users.

Avoid meaningless words or elements in the gallery. It is best to point out the theme and put an advantage or pain point to solve.

• 5. Landing Page Direction

Take a test: Accounting Certificate Application Condition Test, free trial, free materials, promote user form submission

Imitation official website: Accounting Application Center, registration deadline, accounting qualification registration portal, guide users to click to register

Promotion and salary increase: high-paying special training, free trial, free materials, career planning, attracting user consultation conversion

You can refer to the high-quality landing pages of your peers. Each module should have corresponding conversion guides. For example, the free information module should have a form entrance for receiving free information. The first module must have corresponding conversions, and when designing the landing page, pay attention to the connection and logical order of each module. Do not point out the user's pain point of low salary and then transform the module into receiving free information. The pain point should be followed by the pain point solution.

In addition to being the world's largest Chinese search engine, Baidu has also developed into one of the most influential alliance systems in the country. When companies place Baidu bidding ads, they can be displayed on the Baidu search results homepage as well as on the Baidu Alliance website, thus achieving a dual promotional effect. So, if you want to place Baidu bidding ads, you must first understand how many Baidu bidding ad positions there are? What are the advantages? The following is a detailed analysis.

1. How many bidding ad slots does Baidu have?

Baidu bidding advertising is a keyword advertising that ranks websites that have purchased the same keyword. The top five companies will be able to display their advertising information on Baidu's advertising space.

1. Baidu advertising space

Baidu advertising space refers to the location provided by Baidu to enterprises to display advertisements. Baidu ad positions on the PC side refer to the five positions arranged in order at the top left of the Baidu search results page; on the mobile side, they refer to the top three positions and one position in the middle of the Baidu search results page.

(1) Advantages of bidding advertising space: high delivery efficiency

After an enterprise opens a Baidu account and recharges it, it can immediately conduct bidding promotion. The enterprise does not need to carry out website optimization or soft-text promotion, and the website will receive visits in as little as a few hours.

(2) Risks of investment are controllable

The risk of Baidu bidding promotion is small. On the one hand, there is no risk of being shut down. In natural ranking promotion, it is very common for websites to be shut down or blocked. However, in Baidu bidding, the quality requirements for corporate websites are relatively low. As long as there are no violations, normal promotion can be carried out and the promotion traffic is stable. On the other hand, costs are controllable. During the bidding promotion process, as long as companies grasp the quality of keywords and bids, they can keep advertising costs within a controllable range and make it highly operational.

2. Accurate advertising positioning

Baidu's bidding ads are displayed in the most prominent position on the user's search results page, attracting the user's attention and clicks at the first time. Bidding ads are only displayed to users with relevant needs. Ads will not be displayed to users who do not enter keywords. This accurately targets potential users and improves advertising effectiveness.

From the above sharing, we can know that there are fewer Baidu bidding ad spaces, the competition is fierce, and the advantages of bidding ad spaces are obvious. So, how is bidding advertising ranking charged? Here is a brief explanation.

2. How much does bidding advertising ranking cost?

1. Bidding advertising ranking is charged on a click basis, that is, you are charged only when a customer clicks on your advertising link, and display is free.

2. The calculation formula is: Keyword click price = (next person's bid * next person's quality) / this keyword's quality + 0.01

Note: Baidu's bidding ranking system counts the company's bids every 15 minutes and determines the cost of each click based on the quality of the keywords and the company's bid. The popularity of keywords, competitor bids, industry, and region will all affect the cost of clicks.

Based on the above content, we have analyzed in detail the advantages and costs of Baidu bidding advertising space. In Baidu bidding promotion, as long as you master the establishment of advertising accounts, keyword mining, and advertising creative optimization, the advertising effect is predictable and highly operational.

The above is all about Baidu's advertising promotion cases in the vocational education and training industry

Author: Arun

Source: Operation and Promotion Arun