Analysis of common problems in bidding promotion!

In bidding promotion , we often encounter some common problems, and there are some general ideas for solving common problems. This article explains the common problems in bidding promotion.

1. What happens when there is click but no dialogue?

First check the page, if there is any problem with the page (opening speed and conversion channel are fine), check the search terms, if there is any problem with the search terms, check the average ranking, if there is any problem with the average ranking, check the arrival rate and bad spots.

2. What should I do if the promotion effect suddenly decreases?

Generally, you should look at three days, not a single day. As long as the weekly average cost is normal, it's fine. Baidu is already very unstable now. If the effect suddenly drops one day, first check the page and ranking; second, reduce the time period coefficient to control consumption; third, which device end has a poor effect, stop that device end first. For example, if movement doesn’t work and the effect suddenly becomes very poor, and there is really no other way, then stop moving first.

Remember, if the results suddenly become bad, don't rush to make major adjustments.

3. How to solve the problem of increasing costs?

There are many factors that contribute to the increasing costs, the main ones being issues with pages and words. You can try changing pages to increase conversion rates; for keywords, you can try to promote a batch of words that have conversion potential and high word-type intentions; if there are no issues with pages and words, you can try oCPC, if oCPC cannot control costs. Then there is something wrong with your method. It is necessary to try a new method and abandon the current method.

4. What should I do if a high-intent word matches a low-intent word?

The first is to deny the words first; the second is to optimize the account structure, set a plan for high-intent words and a plan for low-intent words, and directly deny the low-intent words for the high-intent words. For example, if there is a hospital plan or a cause plan, the cause can be directly defined in the hospital plan. Of course, this is based on the assumption that the account structure is very clear. If the account structure is not so clear, this cannot be done.

If the account matching is chaotic, there must be something wrong with the matching method. A good approach is to set matches based on character length, part of speech, and number of occurrences. Long-tail words should be broad, short words should be narrow; high-intent words should be narrow, low-intent words should be broad; words that are displayed more should be narrow, and words that are displayed less should be broad.

5. How to optimize the effect in the middle and late stages?

Improve the quality of keywords, optimize creativity (copywriting and illustrations), lower bids appropriately, find a batch of blue ocean words (words that are not invested in by peers but have good conversions), optimize pages (you can make several more pages to test conversion rates), seize key time periods, and actively expand the volume through oCPC+ industry fixed investments.

6. How to solve the problem of bad points?

The first is Shangdun; the second is blocking in consulting tools; the third is blocking in Baidu Statistics. In addition, if you see which time period has more bad points, you can stop that time period; if you see which device has more bad points, you can stop that device; if you see which words have more bad points, you can pause these words.

7. How to take over an old account?

First, get familiar; second, analyze; third, act. Never make major adjustments as soon as you take over. Old customers are especially averse to major adjustments. Even if the account has originally had good results, it is very likely that the account will be ruined by one adjustment. It is better to adjust it slowly.

When taking over an oCPC account, the first step is to optimize negative keywords and creatives, and do not change the original package at will. If the account is at the first level, it can be adjusted according to the CPC method. If it is at the second level, it is useless to adjust the bid and match. The focus should be on adjusting the conversion bid, expansion model, negative words, creativity and page.

8. How to make an account plan?

Search for words frequently in the keyword planner to see which words are rarely promoted and give them a try. In addition, you can start from the existing conversion words and expand more related words. For example, in academic education, school words, regional words, and professional words are all words that convert well, and these words can be integrated into a special plan. Generally, when formulating an account plan, there are many dimensions, such as classification by business, by time, by part of speech, and by matching, which mainly depends on your positioning.

9. How to choose competitive words?

Apply for more competitor keywords. If there is any infringement, replace them with abbreviations or typos. You can also try to make industry-specific investments and use the URLs of your peers to apply for advertising. Some competitor words have very good conversions, while others have average conversions, and the price depends on the conversion.

10. What are the daily tasks that need to be paid attention to in bidding?

In addition to paying attention to account backend data promotion status, customer service call conversion status, sales system transaction status, and Baidu statistical data, you can also pay attention to the placement of your peers. In addition, add words and URLs regularly.

11. What should I do if small channels are not effective?

Small channels have little traffic, so we need to increase the volume. It is recommended to match, especially Sogou Shenma, which can have wider matching, short core/broad. For 360 search, due to the chaotic matching and a lot of fake traffic, it is not recommended to set too wide a match. You should seize the weak time periods, such as noon and evening, when your peers invest less, and you can grab them, which may have a different effect. In addition, regardless of the channel, it is recommended to divide the delivery into PC and mobile, which is more targeted.

12. What should I do if the effect is not good?

Then it may be a problem of method, and you should consider changing it. Change your existing solid cognition, break through your own thinking, and change your strategy. Ask friends for advice or read the methods and strategies on Baidu Marketing University.

13. What is the idea behind the smart matching in keyword matching?

Newly added keywords can be circled after setting smart matching. After adding a new keyword and setting smart matching, the word is circled. Later, it is changed to a phrase and then changed back to smart matching. The circled word is still valid. The keyword itself is a phrase match. After changing to smart match, it is impossible to circle the word.

14. How to optimize Xiaosou account?

Currently, small search accounts include: Massive Search (Toutiao Search + Douyin Search), 360 Search, Sogou Sogou and Shenma Search. Among them, the optimization methods of 360 Sogou Shenma and Baidu are roughly the same, but the difference in massive search is greater. Baidu, 360, Sogou and Shenma all have CPC and oCPC, and the huge search bids are oCPM and oCPC.

Baidu, 360, Sogou and Shenma all require refinement, clear word segmentation and standardized account structure. As for massive search, there is no need to be particularly clear about it. The essence of massive search is still the gene of information flow, which is a combination of search and algorithms. Therefore, when placing massive search ads, the strategy can refer to the massive information flow, and word segmentation requires a deep understanding of words.

Generally speaking, there are five ways to classify:

1: By business. For example, if you apply for academic education, there are two types: adult education and self-study education. In this case, you can choose one plan for adult education and one plan for self-study education.

2: Press length. One plan for short words and one plan for long words. Usually, the traffic of short words will be larger.

3: By search volume. Give priority to words with large volume. Put large volume words in one plan, and do not put small volume words in one plan. Small volume words must be matched with some large volume words to have volume.

4: According to part of speech. Put a plan for words with strong conversion intentions, and put a plan for words with weak conversion intentions;

5: By brand/competitors. If your brand is well-known, you can set up a plan for brand words, and you can also set up a plan for some competing words.

There are many more detailed dimensions, which you can explore on your own. The construction of massive search does not need to be as detailed as Baidu.

The above are some optimization ideas for common bidding problems. I hope it will be helpful to you. If you have any questions, please feel free to communicate with me!

Author: Mubibai

Source: Mubibai e-commerce SEM bidding information flow