Bidding Promotion——Account Diagnosis Process

As the person in charge of a promotion account, when the account's effectiveness declines, the bidder needs to respond quickly, make a "diagnosis" for the account in a timely manner, identify problems and solve them.

Only by being familiar with the system and mastering the skills of account diagnosis and analysis can we improve our work efficiency , optimize accounts more quickly and efficiently, and allow us to manage accounts with ease.

So today I will share with you a set of account diagnosis processes, hoping to help you improve your work efficiency and make this plain and boring job of account diagnosis more interesting.

01 Marketing process chart determines the optimization direction

If you want to conduct a comprehensive analysis of an account, you must first determine the direction of optimization and the existing problems of the account.

For example, every time a practical bidding student asks me to help analyze an account, the first thing I want is not the account number and password, but his marketing process chart, because the fastest way to understand an account is to look at the marketing process chart. The data in the table can truly reflect the account's problems and directions for optimization.

Note: The above picture is a basic marketing process chart. The front part should contain data of accounts, pages, and conversion links, and the cost and conversion rate in the back part can be automatically calculated through formulas.

Some students may feel a little dizzy after seeing this table because there is so much data and they don’t know where to start. First of all, we emphasize that when doing search promotion, our goal is definitely to achieve the final transaction conversion. Then "the number of leads and the cost of leads" must be the two most important data in our promotion. We need to focus on observation and analysis.

Therefore, we must first determine based on the marketing process whether the current urgent problem that the account is trying to solve is high cost? Or is it because there are too few clues? Some students may think that they want to solve both problems, but generally speaking, it is recommended to choose one to solve first when determining the optimization ideas, so that it is easier to achieve the goal.

02 Identify the optimization link

Once we identify the current problems in the account, we need to consider how to adjust and solve them. All problems in search promotion should ultimately be attributed to a certain number, such as clicks without conversations, high lead costs, and unstable promotion effects. These are all phenomena, and the culprit causing these phenomena is hiding in the marketing process table.

When we diagnose accounts, we need to find them quickly. Only when we find the data that needs to be adjusted can we use the right method. We can use the funnel model to work backwards, gradually moving up from the last clue link to the next link to get the answer, so that we can quickly determine the data that most needs to be adjusted.

Note: The above picture is the reverse reasoning method in search promotion, which helps us quickly determine which specific link has a problem, and then determine which data has a problem.

The Optimization Center can help us quickly and comprehensively analyze the material status and delivery performance of all plans in the account, explore areas for improvement from multiple dimensions such as targeting, creativity, and landing pages, and provide optimization suggestions. Proficient use of this tool can help us understand the status of the account. It is highly recommended to use it and review the suggestions in it at least once a week.

After getting suggestions through the optimization center, we also need to carefully check the background account settings, especially when we want to make large-scale operations, some functions can have very good effects.

1. Search intent switch . I won’t go into detail about the definition of this function here. If your product is not restricted to certain regions and netizens from all over the country are likely to be converted into your customers, then this function can be turned on to help your account increase its exposure.

2. The creative dynamic optimization switch can improve the account click-through rate when turned on. Its principle is to analyze and understand the personalized search needs of users, extract information fragments that are more in line with user needs from the original creative and ad landing page content of the account, and make partial dynamic modifications to the creative title to improve the relevance of the creative and obtain a higher click-through rate;

Each tool has its own function. Whether to enable it depends on the actual situation of the account.

The above is the account structure and basic account settings. After reading these, we will enter the core of the diagnostic account and the multi-dimensional cost analysis. The costs and effects of time periods, regions, devices and other dimensions must be clarified when diagnosing an account. These data determine the subsequent adjustment methods and specific strategies adopted.

04Analyze traffic quality and intent

Through the above analysis, we have basically analyzed the account from the perspective of account structure and traffic direction. After the general direction, we will conduct detailed analysis. We can find the direction of traffic adjustment and current problems through the analysis of search term reports. Next, we will talk about how to use search term reports to analyze account traffic more reasonably and efficiently.

1. Consumption share

Arrange the search term reports for the past month in descending order. We usually look at the top 20 search terms first to determine their intentions. Through these top 20 terms, we can basically determine the overall intention of the account's traffic.

If the consumption of the top 20 search terms accounts for less than 10% of the total consumption, it means that the traffic is relatively scattered and the effect is prone to unstable. Of course, this proportion cannot be too high. If it exceeds 50%, it means that it is too concentrated. 10%-20% is generally acceptable.

2. Relevance

Before 2016, if the search terms were all relevant, the results would most likely not be bad. But now, if the search terms and keywords are basically the same and there is little irrelevant traffic, then this account will most likely face a situation where the average click price is high but the conversion effect is average.

If the account's search terms and keywords are very relevant, and there is basically no irrelevant traffic, it means that the account has not done enough to expand its volume. Either the matching mode is too narrow, or the word rejection is too tight.

In response to this situation, you can relax the keyword matching mode appropriately, explore more traffic , and increase the chances of your ads being shown to target customers. Don't worry about irrelevant traffic. You can establish a "volume expansion plan" and add high-intent, high-conversion rate keywords to it, and then use broad smart matching to expand traffic. As the account runs, you can constantly correct the direction of traffic by denying keywords, adding words, and deleting words.

05 Adjust to the problem

Through the diagnosis in the previous steps, we found some problems in the account. After determining that there is a problem in a certain link, our attention needs to be returned to one or several data, such as display volume, click-through rate, conversation rate, etc. These are the data we want to optimize and control.

We may have multiple plans in our account. Sometimes the effects are unstable or declining. In fact, it is just that the effect of a certain plan has deteriorated. We don’t need to adjust the entire account. At this time, we need to know the fluctuations and reasons for the fluctuations of each plan. We can use the " delivery management diagnostic analysis" in Baidu's backend.

It can analyze the data changes of accounts in a targeted manner based on the overall traffic flow, and attribute the fluctuations of core indicators such as conversion volume, consumption, and cost to the three major factors of its own operations, competitive situation, and traffic changes. It can also provide specific optimization plans and estimated results after adjustments, and work with the optimization center to provide specific optimization plans and estimated results after adjustments.

When we optimize our accounts, we should focus on referring to the three-in-one problem diagnosis, fluctuation analysis, and optimization suggestions, so that optimizers can have real data support when making decisions, making it easier to make comprehensive and efficient adjustment plans.

06 Optimize and adjust the review

After optimizing and adjusting the account, we must pay attention to the changes in the data , because we optimize and adjust with goals and plans. Once the data moves towards our goal, we will know that the operation is correct and we can summarize the successful experience. A step back, even if the data does not develop as expected, observing the data can also tell which operation has a problem, causing the data to go in the opposite direction. We can better summarize the wrong operations and avoid similar problems the next time we optimize and adjust the account.

Account optimization is an ongoing job that requires constant attention. Some people may feel tired due to frequent attention, but isn’t it also an interesting thing to battle wits and courage with the data in the account every day, use your own mind to make the data listen to you, constantly adjust, verify, and summarize?

In addition, cooperating with the various optimization suggestions of the background optimization center can also make us more efficient when optimizing our accounts, especially the creative and bidding suggestions, which can help the account quickly increase the volume and optimize the creativity. It is recommended that you pay more attention to their use.

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Author: Houchang College

Source: Houchang College