5 ways to promote your search results on Baidu

Keywords can be divided into many types, including brand words, competitor words, phrase words, long-tail words, core words, traffic words , etc. In this article, the author will talk about 5 methods of selecting words for Baidu promotion, hoping it will be helpful to everyone.

Open the "Keyword Planner" in the Baidu search background, enter the "seed word" in the middle search box, and then select search, and you can search out many words. The key data to refer to here is the "average monthly search volume", and words with large search volumes should be selected.

At the same time, there is a "Do not recommend brand words" option in the preferences. When we do not want to use competitor words or brand words, or want to use a general word or category word plan/unit to expand words, remember to check this setting condition. The system will directly help us filter it out, which is very easy to use and convenient.

To the right of the keywords is the "Keyword Combination", which packages a certain type of words. You can add a batch of words to launch. But please note that you should not add them directly in the background, because the system does not package these words very accurately, and some parts of speech are not very consistent. You can export the points and then add them to your account.

Keyword Planner recently launched a new feature - "Massive Keyword Expansion", which is the Star Plate Keyword Expansion function that was previously loved by many senior optimizers, and it is directly integrated into the Keyword Planner tool!

In the massive word expansion page, it supports inputting 1,000 seed words at a time, and the maximum number of word expansion results is 3 million. Compared with the "keywords" that supports inputting 10 seed words each time and the maximum number of word expansion results is 3,000, the efficiency of "massive word expansion" has been significantly improved. Moreover, massive word expansion can be done in a snowball manner, and the word expansion results output last time can be added to the next word expansion task. The expanded words can also be directly added to the stargazing vocabulary library.

"Massive word expansion" also provides a variety of word expansion methods and preference settings, including including regional words, not recommending purchased words, not including, etc., which can quickly help to carry out massive word expansion according to different word expansion needs.

After clicking "Submit Task", the system will provide a large number of keywords. You can download these keywords and transfer them to your account.

Open the optimization center of your account, and you will see "Add new keywords" in the targeting section. This function also incorporates the original smart keyword-adding capability in oCPC. Very practical. In "Add New Keywords", the system matches these words to our plans and units, and intelligently sets the matching mode.

It is recommended not to add it with one click. You should export the keywords, divide them and then upload them. Because some of the words recommended by the system are not our business words, you need to pay attention. Generally speaking, you can export the keywords in the "Add new keywords" box of your account every half a month, and then divide and add the words again. Provide fresh blood to the account.

It is also worth mentioning that, like "Massive Word Expansion", the "Settings" project in the optimization center also sets various recommendation methods based on work habits. Click "Settings" to set whether to allow recommendation of purchased keywords, the default matching method, and whether these keywords need to be set to paused status after clicking to adopt. It is very useful.

Download the search term report and add some good terms that are not already in your account to your account. Search terms represent the needs of recent visitors and can often lead to the exploration of new terms, which is beneficial for improving conversions.

Select Add in the keyword bar of the assistant, a word adding box will pop up, enter the seed word in the word adding box, and you can search for many keywords. It is somewhat similar to the "massive keyword expansion" in the background of the keyword planner, but it is more convenient to operate with the assistant, and you can export it directly after finding it. After the division, it can be transferred to the account.

Baidu Statistics (which can be connected with Jimuyu) can not only count the words coming from paid traffic, but also count the words coming from natural traffic. These words coming from natural traffic are very useful to us. You can enter Baidu Statistics in the Baidu search background and find the words in "Search terms".

In addition, in the Baidu information flow, select the intended word and a search box will appear below where you can search for words. This is also a source of word expansion.

In addition to these 5 methods, there are many other ways to expand keywords, such as using other search channels or third-party tools to expand keywords. I will not go into details here. This article only lists 5 methods of keyword expansion for you from the Baidu search advertising background.

In the keyword planner, the system provides us with a lot of data indicators. As shown in the figure, the data indicators include: guide price, average monthly search volume, competition intensity, average monthly mobile search volume, estimated average monthly impression, average monthly computer search volume, estimated average monthly clicks, computer competition intensity, mobile competition intensity, mobile guide price, and computer guide price.

The word selection dimension mainly depends on three aspects:

What matches should be set for newly added words? We can refer to search popularity and display volume. As shown in the figure above, it is common sense that the larger the search index, the greater the display probability. We can set the matching of words with high search index to be narrower, exact or phrase. For words with a small index, we can relax the matching and set phrases or intelligence.

Setting matches based on data is a more scientific method. If you are not too sensitive to data, you can try this method. For phrase words, mainly set phrase matches. For long-tail words or unpopular words, you can set smart matches. After running for a week and getting data, you can optimize.

What is the price for adding new words? There are guide prices in the Keyword Planner and in the "Add New Keywords" section of the Optimization Center.

According to Baidu's official explanation, the guide price here is the guide price for precise matching of the position, that is, in the case of precise matching, the price required for the keyword to be displayed in the search results. The guide price is individually evaluated based on the quality of each account, so it involves many personalized factors. The guide prices for mobile and computer terminals are also different. In short, it is quite complicated.

According to the experience of many friends, we can refer to the guide price here, but don't copy it. Generally, the price of newly added words should be set according to the actual situation of the account. For example, if you bid 2.5 yuan for words in the account fee category, the price of newly added words in the fee category can be set between 2.5-3 yuan. Assuming you are a new customer and don’t know how to set the price for keywords, you can ask Baidu customer service about the average market CPC price for your business. Then the keyword bid can be a little higher than the average price. After running for a while, check the guidance price and make optimization.

The bidding for new keywords also needs to be based on the part of speech. The bidding for good parts of speech should be higher, and the bidding for weak parts of speech should be lower. For example, in the medical field, there are hospital words and reason words. Assuming the average price of your account is 5 yuan, then the bid for hospital words can be 2-3 times the average price, and the bid for reason words can be 1/2 or 1/3 of the average price. Different parts of speech can be bid in a gradient manner.

Generally, you can add words 1-2 times a month, depending on the performance of your account. New households need to add words every month, but stable old households do not need to add words so often. For users with poor results, you can consider adding words with high conversion intention, such as brand words, competitor words, regional words, etc. For users with good results, you don’t need to add it frequently, just occasionally.

Mark: Baidu now adds new words, and they all have a quality score of 6 after they go online. New materials on the account can be marked. Facilitates timely tracking. There are many ways to mark. One marking method I often use is to add a date to the keyword URL to make it easier to know when the word was added.

For example, the words added on June 19 are marked as www.baidu.com#BD-PC-20210619-000001. The 20210619 in the middle is the date, and the 000001 at the end is the keyword code. The word added on June 20th has the suffix BD-PC-20210620-000001. The subsequent code may be the same, but the date + code will not be the same, which ensures the uniqueness of keyword tracking. This can be used to create a keyword conversion table.

Data optimization: After running the newly added words for a week, we need to check the keyword report and search term report in a timely manner. The search term report mainly looks at the matching of keywords. It can narrow the matching of some words with poor matching and expand the matching of some words with small display volume.

There are many data indicators in the keyword report, and the important indicators include: display, click, consumption, click-through rate, average price, and average ranking in the upper position. When running the CPC bidding model, the average ranking here can be used as a reference. Download the data once a week, lower the price for general intent words that are ranked high, and increase the price for high intent words that are ranked low. By reducing one and increasing the other, the consumption of parts of speech can be optimized to a reasonable state. An account with high-intent words accounting for 80% of its consumption and general-intent words accounting for 20% of its consumption is a high-quality account.

There are many ways to add words, and different methods have their own advantages and disadvantages. But the bottom line is, no matter what words you add, you need to add them in conjunction with your product, and it is best to correspond to the channel, such as adding words from Baidu, and using the functions of Baidu's backend to add them. Other channels can be used to add words. Some third-party webmaster tools are also very practical. You can add competitor words and industry product words and focus on them.

The above is the author’s sharing on adding words to Baidu search ads. Generally speaking, Baidu Keyword Planner and the "Add New Keywords" in the Optimization Center can already meet all our needs, so just make good use of these two tools. For more knowledge points and details about Baidu keyword addition, you can also browse in Baidu Marketing University.