How to improve the effectiveness of Baidu bidding promotion?

How to make Baidu bidding promotion more effective?

Did you have a clear direction when you first adjusted your account, but after a few adjustments you found that there was no effect, and gradually you didn’t know what to do?

If this is the case, it is likely that you have messed up your account. Because it takes time for account adjustments to take effect, especially for small-budget accounts, and most people are impatient to make adjustments before seeing results, and as a result, the account is ruined.

Of course, not all poor results are due to your own adjustments. If you want to know how to make Baidu's bidding promotion more effective, you must first understand the reasons for the poor results.

Reasons for poor results

1. The traffic base is too small

The traffic base is small, with the daily click volume not even exceeding 100, and the effect fluctuates greatly, one day is good and the next day is bad.

2. There is a problem with the arrival rate

When problems arise with pages, servers, malicious clicks, incorrect URL settings, etc., the arrival rate cannot be guaranteed to be stable, and other optimization operations are out of the question, which will naturally lead to large fluctuations in the results.

3. Traffic changes

If you have seen a lot of soft articles and still can’t show off your skills, you may have done negative operations. Adding words, rejecting words, and adjusting prices may all lead to changes in traffic.

4. Frequently optimize your account

It takes time to judge the effects of optimization and adjustment. It is rare that adjustments are made in the morning and the results are seen in the afternoon. Frequent adjustments not only have a great impact on the account, but also have a profound impact on one's mentality.

Above we analyzed the reasons for the poor results. Next, we will analyze how to make Baidu bidding promotion more effective based on the above situations.

How to make Baidu bidding promotion more effective - small traffic base

There are two reasons for the small traffic base: the average price is too high and there are few impressions.

1. The average price is too high: Sometimes, when we ask customer service about the average price, they will say "the industry is highly competitive and the average price is very high." In fact, the average price has nothing to do with industry competition.

You can first calculate the reasonable average price of the account, and then use the reasonable average price as a benchmark for bidding. For high-intent words, increase the price appropriately, but do not exceed 3 times the reasonable average price. For low-intent words, you only need to pay one-third or half of the reasonable average price.

2. Few impressions: This is what we often say when an account cannot run. With fewer impressions, the subsequent arrivals and conversions will be even smaller.

You can improve the display by adding words, adjusting the matching mode, flash style, and deleting negative words.

How to make Baidu bidding promotion more effective - arrival rate

Generally speaking, if there is a problem with the arrival rate, it will show the following symptoms:

1. Decrease: It is easy to understand why the arrival rate decreases. It may be caused by unstable server, too large page size, or statistical code errors.

Friends who are doing regional promotions should be reminded to test the speed before going to work every day. The green part indicates normal status, while the red area indicates a problem and needs to be adjusted.

2. Higher: The arrival rate increased, but the conversion rate decreased, probably because of malicious clicks.

The effect of a few words in a short period of time has increased significantly

A large number of users are pouring into the same IP end

In the short term, the IP ends are different, but the search terms are the same

All three situations can be judged as malicious clicks. You can use Shangdun to block the IP segments of malicious clicks, or do Baidu real-time visitor blocking.

How to make Baidu bidding promotion more effective - traffic changes

This is what we often say: I messed it up. The original intention was to expand the scale, but the effect decreased instead.

Don't panic when these problems occur. First, analyze the data through the background and check according to the four dimensions of region, time period, device, and word :

1. First, see if there is any change in the consumption share of each region

2. Consumption ratio in different time periods

3. Whether the consumption proportion of each device has changed

4. Does consumption decrease for effective words? Does consumption increase for ineffective words?

How to make Baidu bidding promotion more effective - frequently adjust the account

It takes time for optimization to show its effect, and this time is determined by the traffic base of the account.

If the traffic base is 2000, if you adjust it in the morning, you will see the effect in the evening or the next day. If there are only dozens of clicks a day, you may not see the effect until the second or third day. The larger the traffic base of the account, the shorter the effective time. It takes 3-5 days for adjustments to be effective for a small account.

The above methods on how to make Baidu's bidding promotion more effective are all about solving the problem from the inside. There are also some external factors that will affect the account performance, such as changes in market traffic, adjustments in competitor strategies, and e-commerce holiday sales... These are the main factors that lead to poor results.

Author: Houchang College

Source: Houchang College