Baidu bidding nanny-level tutorial is here!

This article will be a nanny-level tutorial, covering all the details from Baidu bidding account opening to project selection. There is no shortage of traffic when bidding, so we need to work hard on ROI (return on investment). Can the money earned from the project we choose cover the advertising costs? Which link can be optimized? Reduce customer acquisition costs, optimize sales tactics, build a personal image in the circle of friends, increase repurchase rate, etc.

The editor has been doing Baidu bidding advertising for various projects since 2015, involving second-tier e-commerce, WeChat business software, Taoke APP (Peanut Pink Elephant), Xiaohongshu promotion and Douyin popular training, etc. Basically, the traffic of the projects I am actually operating comes from Baidu, and the advertising fee must be over 10 million. This is the Baidu bidding account I have opened on my computer alone.

There are several pages below that I won’t show in detail because the ROI is high enough for us to invest a lot of capital to acquire traffic.

1. Open an account through bidding

1. Orthodox industry

If you are currently operating in a business scope similar to education, traditional machinery, medical beauty, etc. with a formal business license, you can go directly to Baidu Promotion to apply for an official account, or find a local regional agent to apply, and you will receive a small rebate.

2. Other industries

As long as you can think of an industry, as long as Baidu has search traffic, they can basically open a "non-enterprise account". Non-enterprise is a package account. The agent first applies for a high rebate framework account from the official and stipulates the annual recharge level. However, they cannot find so many traditional industries to place advertisements with them, so they need to find merchants from various industries, and each merchant opens a "sub-account" to jointly reach this recharge point.

Because everyone uses one main account, the main account is authenticated. Therefore, you do not need to have any company or product qualifications, you can open an account by selecting the search keywords (it is best if other peers are running them).

Search for bidding account opening, the first one is the official one from Baidu, the ones below are also bidding promotions, and the ones below are the websites that are normally ranked through SEO. Basically, they have been doing account opening for many years and are relatively reliable. You can copy their domain name to the webmaster's home to see how many years it has been running, and then check the company's registration time and size through Tianyan to prevent being deceived.

Because not every agency may be able to take on your project, you can consult a few more. You can also search and bid for opening an account through Taobao and QQ groups. You can pay online on Taobao. There are many scammers in QQ groups, so don’t make payments to non-public accounts.

Generally, there will be rebates in the industry. For example, if you recharge 3,000 yuan and get a 20% rebate, you will get 3,600 Baidu bidding coins in your account. You choose the bid for the keywords, and coins will be deducted for each click. The agent may get a 30% rebate from the upstream and make a profit from the difference. If your daily consumption increases, you can apply for more rebates from him. However, when your website starts running, many bidding account opening peers will contact you through your page and offer you higher rebates, so when you first enter the industry, you don’t have to pursue rebates too much. Just find a company with strength and service.

These are the agents who have actively added me over the years, and you can also communicate with them to see which industry is doing well and which industry you can get involved in. This is equivalent to entering the advertising circle.

Those who frequently place Douyin ads can try information flows such as Baidu and UC (Shenma). The rebates are currently several times higher, which is much lower than the cost of Douyin. There are too many merchants placing ads on Douyin at present. This is the rebate they asked Uncle Hong for yesterday, which is almost three times higher.

2. Project Selection

Uncle Hong will give you some examples of projects that have achieved good results so far. You can search on Baidu to see other people’s landing pages, and then add WeChat to learn from them. You can see which one is suitable for you.

If you have your own project, how do you determine whether it is suitable for Baidu bidding promotion ? The answer is to search for peers!

I am doing Huasheng Diary on Taobao Affiliate Platform, and I need others to fill in my invitation code

I make slimming milkshakes and need clients or agents

I am a yoga teacher and trainer. I need a certificate.

If you can't find any comparable peers in your industry, you can find a few industry keywords and search them in the Baidu promotion client (assuming you have already opened a bidding account). If you are providing local services, you must check the region.

If you don’t require many customers every month and the average order value is good, generally a search volume of around 100 is already good.

If you haven't opened an account yet and want to see the search volume of the industry, you can search for keywords in 5118

You can see the daily search volume on PC and mobile terminals, and decide whether to conduct account opening promotion based on this search volume. If you are not sure, you can ask a question in the public account Hongshu Internet and I will help you.

3. Landing Page Construction

(1) Agent establishment

If you are a regular project, the first-hand agent will generally help you set it up. You only need to provide product pictures and WeChat ID, or collect mobile phone number clues online. The first time you set up the system, the agent may charge a small fee because they are not sure about your consumption situation. If you start to consume on a daily basis later (they will help you set up the system and earn commissions from your consumption), there will be no fees even if you change agents.

(2) Build it yourself

You have approached many agencies for your project but they are unwilling to do it. You can search on Taobao: web page production or landing page production. Most of them can be done for a few hundred yuan. If you want to attract customers to add WeChat, you must ask the technical staff to help you build a background. You can replace the WeChat account yourself to prevent it from being blocked due to adding too many people. Uncle Hong’s work is to automatically rotate the WeChat accounts. It is also important to ask the agent in advance that no illegal images or texts appear on the page.

Some agents require you to send a web page first to confirm whether an account can be opened and the specific rebate. You can show them your peers' pages. If it can be opened, you can directly copy the pages of your peers.

4. Keyword Optimization

The key points that determine your traffic costs lie in account establishment, landing page conversion rate and rebates. In the early stage, if you don’t understand bidding, you must not look for an agency. Learn the basic logic of bidding by yourself, and you can also apply it to information flow advertisements such as Douyin and Weibo.

You can see these two pictures in Baidu Business School, which are the top priority in choosing keywords. It is recommended that you first learn the basics at Baidu Bidding Academy, and then read my article below, you will have different gains.

Before selecting words, we need to classify customers' search needs and purchasing intentions. We can display different pages to each customer group to improve conversion rates. Uncle Hong usually refers to this mind map.

Let’s take the currently very popular health management industry as an example.

Baidu search is full of advertisements for health managers, which shows that the competition is fierce and the profits are huge, otherwise there wouldn't be so many people coming for this. Their average customer price is basically 3-6K, and the cost of a single ad click is around 8-12 yuan, so the cost of acquiring a customer is several hundred yuan. Despite such a high customer acquisition cost, my friend's company has a monthly net profit of hundreds of thousands, because they have optimized the bidding account and the sales level, and performed SABC rating on sales, allocating different numbers of customers according to their conversion rate and sales.

We search for the industry term "health manager" in the Baidu promotion client and can see the weekly search volume and bid of related terms.

(Sort by weekly search volume)

(Sort by bid price)

Because we need to classify words with different needs and give appropriate bids and keyword matching methods according to customer needs. Customers with different needs will ask different questions on Baidu. If conditions permit, we need to make several sets of landing pages and display the pages according to needs to improve conversion rate.

We extracted some words from Baidu, and then exported the relevant words to Excel from 5118 for reintegration. 5118 membership can be purchased on Taobao for a few dollars.

Now we have integrated a group of words related to health managers. We don’t need too many in the early stage, so let’s build it up first. We will later find more keywords in the daily search reports and add them one by one. We need to create promotion plans and units in the Baidu bidding client and classify the keywords according to the mind map that Uncle Hong just sent.

Below are a few words selected for case analysis. When you operate on your own, be sure to attribute the same needs to one promotion plan.

Brand words (only displayed if they are exact match searches)

Xuehui.com Health Manager (Is it reliable?)

Xuehui.com is a vocational training institution in Beijing that offers training on many projects, so it is necessary to accurately match them to the issue of health managers. When users search for this question, they must be willing to sign up but are afraid of being cheated. This is already a very precise customer, but the prerequisite is that you must have an advantage to attract customers to your side.

Moreover, the bid for this keyword is low. Other keywords cost 12 yuan per click, but this one only costs 1 yuan. Although the search volume is low, it is very accurate. There are dozens of such brands, and they can definitely bring you several customers at low cost in a month.

Note: When using other people’s brand words, be sure to turn off the creative red function of this unit (if you don’t understand this, learn from Baidu Business School first). Otherwise, it is easy to creatively display other people’s brand words and get into trouble with your peers.

Precise requirements (precise inclusion)

How much is the registration fee for a health manager training institution (for customers who want to pay to register)

Ranking of health management training institutions (comparison)

General requirements (core or synonymous inclusions)

What are the registration requirements for health management professionals? How to take the exam for health management professionals? What is the use of health management professional certificates? When will the health management professional take the exam? What subjects will be taken?

Let's compare precision with general requirements:

The precise intention has reached the final step, which is to sign up, pay the money and take action.

The general demand is to consider looking up information. Should I learn this?

Widespread demand-common words in the industry (synonymous core and broad are all acceptable)

Health managers and messy words that you feel unwilling to

Our bid here should be low. What we need to run in this promotion plan is the search term report. Because our matching range is relatively large, we can get many words that we usually can't think of. Since we can't guess them based on everyone's search habits, we can continue to add good words to each unit and deny unwanted ones so that they won't appear in future user searches.

Some people will teach you to select a lot of words to combine before doing it, and come up with thousands of keywords at once. In fact, this is not necessary. Uncle Hong’s idea is to build the core framework of the account first. We will screen words during the running process, because chat software such as Baidu Business Bridge has data that can show which words have a large proportion of phone numbers and WeChat messages. We analyze user needs based on the characteristics of these high-conversion words, because the user needs you imagine are not necessarily real, and they must be driven by data.

5. Creativity and landing page

1.Creativity: Take health managers as an example

When users search for health management specialists, which one will they click when they see these creative ideas?

The first bid is the highest, but is it useful? Policy interpretation. Clearly not meeting user needs

The second idea did not match the picture, and the first sentence was a psychological counselor

The third one I marked is the online registration entrance, which is very obvious.

The fourth registration center is reliable, but worse than the third one.

Baidu's deduction mechanism: Price per click = (Next bid * Next quality) / Quality of this keyword + 0.01

The core is quality. Simply put, the higher your click-through rate, the higher the quality. Because Baidu has a cost for each display, if no one clicks on several ads, then the opportunity to make money is wasted.

If your click-through rate is high, Baidu will gradually move you up in the rankings and lower your average price per click, so your customer acquisition costs will drop significantly.

In this way, the user demand grouping we talked about above is very critical. The promotion plan groups the needs, the promotion units group similar words, and each unit corresponds to the most matching creative, which can maximize the click-through rate.

2. Landing Page

We continued to search for health manager registration and found the most matching idea. The page we clicked on also affected our willingness to leave our mobile phone number.

The first webpage obviously did not classify customer needs. All customer needs were met on one page, which was complete but too complicated. If the customer just wants to get a simple understanding, the first page has enough content for the customer to browse and learn, and finally leave their mobile phone number.

But when the customer's intention is very strong, and he just wants to sign up and see if he meets the conditions, then the second page is very good. It is a simple self-condition selection, and finally he can just leave his mobile phone number and let the salesperson communicate. Do you think the order conversion rate is high?

Many of the companies doing the health manager project are large companies, and we can still find so many problems from them. If your project is small and there are not many competitors, and you have learned Uncle Hong's approach, then your customer acquisition cost will be reduced to a very low level, and the only thing left is the problem of sales talk conversion.

Uncle Hong will summarize for everyone:

1. When choosing a project, first look for peers. If you can’t find a peer, you can refer to the 5118 search volume or ask the account opening agent.

2. Search for bidding accounts on Baidu, Taobao and QQ groups

3. The core of account building is demand classification. Creative ideas should be written according to the needs. Users should also be able to see the landing page that best meets their needs, so that they are willing to leave clues. If you improve your optimization just a little bit, your costs will be much lower than your competitors.

The entry standard for Internet entrepreneurship is whether you can handle paid traffic. Baidu bidding is a basic skill. It costs money and cannot make money, but it is the basis for attracting traffic to thousands of projects. Almost every project that Uncle Hong has implemented cannot be separated from bidding. Money itself is flowing, bidding just makes it flow faster.

Source: Lu Songsong's blog