An article to clarify the ranking issues of bidding ads

Of course it is important. However, it depends on your delivery model. Under CPC bidding, the ranking is directly related to the effectiveness. Under cpc bidding, we generally aim to rank 2-3, and don’t have to fight for the 1st place. Although the first place has a high click-through rate, it often causes a lot of waste and is not worth the cost. Moreover, Baidu’s credibility is not as strong as before. In the past, everyone believed in the web pages at the top, but now everyone knows that the ones at the top are advertisements, and the opening rate after clicking is much lower.

Under oCPC, ranking is more of a system optimization and no longer a manual adjustment. Ranking position is important, but checking ranking is no longer important. Because even if you check, it doesn’t make much sense. The ranking is adjusted by the system and there is no need to adjust the price in real time.

In summary, CPC bidding and ranking are still very important and can be adjusted more flexibly. Under oCPC, you don’t have to worry too much about the ranking. Sometimes, even if the ranking is low, the effect may be very good. The core of oCPC is the model, and the ranking no longer determines the effect.

Of course there is. In the keyword report, there is a "keyword average ranking", which is the data you can focus on for reference. Let’s take a look at the official definition: This average ranking is used to show the average position of your ad when it appears on the first page of search results. It is calculated by weighting the average ranking based on the actual display ranking and the display volume. When the indicator is “-”, it means your ad does not appear on the first page of search results.

The average ranking should be used as a reference when bidding on CPC, as this data is relatively accurate. The general adjustment method is to reduce the price of low-intention words with a high average ranking, lowering their ranking to 3-4; and increase the price of high-intention words with a low average ranking, raising their ranking to 1-3.

Before oCPC came out, many people who placed bid ads would monitor the rankings in real time and refresh them every few minutes. Or use ranking software to query. This method is no longer useful now. There is no need to monitor the rankings in real time anymore. There is no need to monitor oCPC or CPC in real time because there is an average ranking. You can check the average ranking of the keywords from the previous day the next day and then fine-tune the price.

In addition, Baidu's bidding backend also has a bidding strategy, which can set the ranking position of your keywords, and then the system will adjust it.

In short, there is no need to monitor the rankings in real time anymore. First, it is time-consuming and labor-intensive, and second, it has no practical significance. Now when bidding on Baidu, the core work is oCPC, Jimuyu and Stargazing. No more real-time monitoring of rankings and real-time price adjustments.

The first type: Under CPC bidding, the ranking is determined by the bid and quality. To improve rankings, one is to increase prices, and the other is to improve quality. The third method is to place a match, which can also improve your ranking.

The second type: bidding strategy. There are bidding strategies in the Baidu bidding background. You can use the bidding strategy. Just set it according to the position you want to reach, and the system will make intelligent adjustments for you.

The third type: Under oCPC/eCPC bidding, there is no need to blindly pursue rankings. What we are pursuing is high click-through rate and high conversion rate. Under oCPC bidding, what is being compared is no longer ranking, but competitiveness. The greater the competitiveness, the higher the ad ranking, so you should focus on optimizing the creative and page.

Under CPC bidding, ranking is still of paramount importance. Under oCPC bidding, ranking position is no longer so important. Our attitude towards paid ranking is: you can pay attention to it, but you can’t make it your priority.

The core of Baidu bidding now is oCPC, Jimuyu and Stargazing. oCPC is mainly for volume expansion, Jimuyu is mainly for page optimization, and Guanxingpan is mainly for crowd optimization. In addition, keyword selection and adjustment are also very important.

As we all know, choosing words is about finding words. When we are looking for words, we must dig out a batch of blue ocean words. Do it once every half a month or a month.

Adjusting words mainly involves two aspects: price adjustment and matching. Matching needs to be adjusted based on display data, and price adjustment is mainly based on ranking position. The ultimate goal is to achieve the 80/20 rule, where high-intent words account for 80% of the account's consumption trends and low-intent words account for 20%.

If you are now interested in oCPC, Jimuyu and Stargazing Plate. If you still don’t understand it, then go study it as soon as possible. Because the effectiveness of Baidu's bidding in the future will mainly depend on these products.

In the past, Baidu’s bidding PC advertising positions were ranked, from 1st to 5th place. Generally, ads are placed at the top and bottom, but not in the middle. Now the PC side is an interlaced position. There are ads at the top, ads in the middle, and ads at the bottom. This kind of advertising space in the middle is called an interspersed space, which is similar to the advertising space in the information flow.

This interspersed ad space, displayed in the middle, seems to make the ad appear more native, but it also results in low click-through rates and poor conversion rates. From my actual experience, although the amount of PC advertising was small in the past, the conversion rate was good and the conversion rate was high. But now the conversion rate is obviously worse. There are certain factors that cause the sorting position to become the interleaved position.

I can only tell you that it doesn't mean much. CPC bidding may still be of some use, but oCPC bidding is no longer useful. Moreover, under CPC bidding, there is also a bidding strategy in the background. It already has the functions of a third-party ranking software. So it doesn't make much sense.

If you need to use third-party bidding software, I recommend using some analysis software. Instead of using ranking software.

Summarize

This article mainly explains the ranking issues of bidding ads from 7 aspects. Finally, I will sort out my views and hope it will be helpful to everyone.