8 optimization tips for bidding promotion!

In fact, this is not the case. Promotion should not be like this. I have summarized 8 ideas for advertising, hoping that they will be helpful to you.

01 You can do bidding promotion even with a small budget

For small account budgets, honestly doing CPC is a serious way out. Focus on the areas with good conversions and the time periods with good conversions. Only conversion words are needed for word selection. Expand more keywords from conversion words. Analyze which words are cheaper and which are low-cost and high-conversion keywords from industry words and focus on optimizing those words.

However, it should be noted that these high conversion dimensions will fluctuate with time and market, and we must also make corresponding adjustments. This will test whether the optimizer is sensitive to the market.

We can try to check the advertising information of our peers, search for some keywords, or check through the index to see whether the related words in the keywords have changed, check the weekly report to find out whether the key regions have lost volume, whether there are incremental problems in the delivery areas, whether there is a loss in volume in a certain period of time and whether there are incremental problems, whether the average price is too high, whether costs have increased, etc.

02 No money, tactical insertion, rich bombardment

Many times we find: Why did the account performance suddenly become worse without any adjustments? Moreover, this phenomenon becomes more obvious towards the end of the month. This is actually because some companies’ optimizers have not completed their monthly consumption targets, and they need to increase their investment, which will naturally affect the effectiveness of our investment.

I have a large budget and I can be willful and adjust the price to the high industry standards. If I have money, I can buy more keywords and I can even place premium ads during certain periods of time.

If you have money, you don't have to worry about tactical insertions, and you don't have to worry about slightly higher costs. Such accounts will not only have good results, but Baidu will also prefer such accounts and give priority to the number of leads to such accounts.

So if you don’t have money, you can only take advantage of the situation to gain volume? Of course not. This involves some optimization strategies we need to do. We must purchase each keyword carefully.

For example, there is only a budget of 3,000, but there are even 20,000 keywords in the account. For a small-budget account, this is an unreasonable optimization method. Even if there are 20,000 keywords, the account will not be able to consume more than a few keywords that can lead to conversions, and it may even result in a lot of consumption being wasted.

Generally speaking, if the budget is 3,000, then about 800-2,000 keywords in the initial stage of the account are enough to cover the consumption. In the later stage, more precise keywords can be slowly expanded through search terms and conversion terms. If conditions permit, even more traffic words can be expanded.

03 Avoiding war is not necessarily a cowardly act

As the saying goes, you have to give up something to gain something. After a period of promotion, when we find that the conversion cost of a certain keyword was normal before, but suddenly we find that the cost is gradually increasing and the ranking is gradually declining. This shows that many competitors have indeed purchased such words and bid higher than you. At this time, we should consider other ways out, unless you don’t care about the cost.

If you really care, you can try other ways to avoid competing for this keyword. Although you will be unwilling, don't go against the money. Avoiding war may not be a bad thing. The market will fluctuate over time. Appropriate adjustment of the optimization direction will only be beneficial to the subsequent development of the account. Appropriate adjustment ideas will also help increase conversion volume.

Whether you are running CPC or OCPC, don't be reluctant to give up. If the account is dead, it is dead. Just open a new account. If the account says that I may still be able to save it, then you can try again.

Another thing to analyze is: Is it the entire industry's conversion rate that has declined or is it just your account's conversion rate that has declined? If the industry conversion rate is declining, then it is not an account problem and traffic adjustments need to be made. If the industry is normal and the account cannot be improved no matter how it is optimized, then you should decisively abandon the account and replace it with a new one. You can still do it by backing up the old account.

04 It is better to shake hands and negotiate than to fight to the death

Why fight with each other when we are all under the same roof? In the end, the fisherman benefits from the quarrel between the snipe and the clam. At the beginning, there was a profession called "water army" on the Internet who specialized in clicking on competitors' ads, resulting in unnecessary waste of money. Such situations often happened a long time ago, and it was also an act of harming others for personal gain.

Therefore, we don't need to engage in a life-and-death competition when promoting, nor do we need to compete for the first place. If we find malicious clicks, the first thing we should do is to give feedback, and the second thing to do is to avoid them. Staying away from them will only benefit us, but there is no need to develop a retaliatory mentality after being maliciously clicked and maliciously click on other people's ads. In short, we should follow our original intention and do advertising not out of impulse, but to effectively convert and firmly grasp some users. This is what we should do.

05 Optimization without looking at data is nonsense

When we learn about bidding, we always emphasize the importance of looking at data. Don’t think that data is useless and just superficial. In fact, there is a lot of knowledge hidden in it.

Every morning, the first thing to do is not to paddling, but to log into the account to check the account data. Daily data, weekly data, and monthly data all need to be observed in place, especially the weekly data is crucial.

Adjust the traffic through data, eliminate irrelevant words through search term reports, and whether to adjust or pause the mode if the keywords matching a certain keyword are too messy. View the time period consumption and time period conversion through the display point consumption data.

Through keyword reporting, you can check which keywords have high consumption and low conversion, which keywords have high consumption and low conversion, and which keywords have low consumption and high conversion. It is the hard truth to optimize the account based on the data report.

06 Don’t use low-probability thinking to evaluate each conversion

A certain keyword has existed in the account for a long time, with a low average click price and a quality score that has remained at 6. Suddenly one day it has a conversion. Should I focus on optimizing this keyword at this time? If you use this low-probability event to evaluate each conversion, then the existence of multiple low-probability words in the account will only cause the account to perform worse and worse, or even cause the account to not be able to be consumed.

Only words with large conversion volume and high conversion rate need to be optimized. Only a small number of low-probability words can exist to make up for the volume. Low-probability words cannot be optimized. Focus on keywords with low consumption and high conversion. Targeted writing of creative ideas will make the quality of keywords higher and higher, and then try to expand such words and gradually perform unified optimization.

07 Don’t use the method of piling up ideas. It’s useless even if the click rate is high.

I have seen many people like to pile up keywords when writing creative ideas. The beginning is a wildcard, the middle is a keyword, and the end is a keyword. Such creative ideas may make users curious and click on them, but it is definitely difficult to achieve conversions.

Simply pursuing high click-through rates without converting the traffic you attract will only lead to worsening account performance and higher account costs.

A truly good idea requires a lot of effort in the title, with smooth sentences and easy-to-understand content. The description should focus on the advantages and benefits, and wildcards should be inserted in key positions rather than randomly placed.

08 Finally, I want to talk to you about the importance of logical thinking

Why do I say this? What is the relationship between bidding and thinking logic?

What is the purpose of our bidding? Effective conversion volume and effective conversion cost are assessment targets, but they are not the ultimate goal. The ultimate goal is conversion. The purpose of our bidding is to let people in need find us and then buy goods from us. This is the "effective conversion volume" mentioned in bidding.

So how do we let people in need find us? This will test the optimizer's logical thinking. How to let users find us is crucial. We need to think about which keywords to buy to be most effective, how to write creative ideas to be more attractive, and always talk about relevance and follow platform rules.

But users don’t care about that. They will naturally click on the ones that interest them and touch their pain points. Capturing users’ curiosity is the beginning of success. The second is the attractiveness of the landing page and its secondary marketing capabilities, the important layout of the conversion path, and whether the landing page follows the three-second principle (seconds to open, seconds to understand, seconds to believe).