Baidu Promotion Optimization Center Usage Suggestions

Today I will tell you what simple and reliable functions and usage suggestions the updated Baidu Optimization Center has.

Let’s first look at the six major category functions after the optimization center is updated, namely targeting, bidding, budgeting, creative, landing page and repair. These six categories basically cover the core parts of an optimizer’s daily work. Therefore, the optimization center is definitely a “good mentor and helpful friend” for some optimizers who have not been involved in promotion for a long time.

The following is a breakdown of the relevant usage suggestions:

(There are learning links for the common usage functions in Marketing University, which will not be elaborated here)

The targeted category is further divided into 6 small points: adding words, adding URLs, removing repeated negative words, removing unpopular negative words, removing conflicting negative words, and removing unpopular keywords.

Let’s talk about adding keywords first. We can clearly see in the background that the system provides sufficient setting functions for adding keywords. You can choose not to recommend keywords that have already been added to the account/plan. This will save us the trouble of checking for duplicate keywords when adding words, and avoid or reduce the problem of competition for similar keywords within the account.

The matching method for adding keywords can also be done with one click through settings, so that you can obtain the most needed traffic sources in the account when adding keywords.

So which one is better, adding keywords or keyword planner? The answer is actually very simple, they are all very strong.

Suggestions for using optimization center keywords:

A. The optimization center's suggestions for adding keywords are directly based on the account's consumer population and page data for relatively in-depth mining.

B. Keyword planners need to set keyword roots themselves to obtain words that everyone in the market may be using.

C. You can obtain more new words by setting the account not to recommend the words that have been added, which is conducive to the expansion of new traffic.

D. The account lacks traffic and needs to add keywords. If you need targeted keywords, it is recommended to use the optimization center. There are other word-adding tools such as planners that clearly define a certain type of word root. What words to add, first "target" the needs and then choose which method to use.

E. The basis for adding keywords, guidance price, and type given by the optimization center can provide more judgment on adding keywords. After downloading the form, you can do more customized filtering and operations, and you can also add personalized words by filtering word roots.

F. If there are any added words that need special attention, you can add color labels and observe three things: the normal display click consumption data of the keyword; the three sub-items of keyword quality (estimated click-through rate, creative relevance, and landing page experience); the top winning rate of the keyword (including the winning rate of precise triggering); establish a feedback cycle and adjust it at any time.

Many people think that URL targeting is of little significance and do not pay much attention to it. In fact, URL targeting is a large and potential traffic pool. Understanding your peers means understanding market demand. In addition to manually adding several major peer URLs, the optimization center will also recommend new relevant peer URLs through big data comparison. This saves most of the time of manually adding URLs, and you only need to filter them after downloading. Improve efficiency and be precise and effective.

Tips for adding new URL targeting:

A. When competing for traffic among peers, offering a low price and using more URL targeting will help attract traffic.

B. After collecting the URLs of major competitors or peers, obtain a large number of optional URLs through the optimization center to improve efficiency and drive new traffic.

C. When the budget allows, you can download the files and classify them, create new plans or units, optimize each type of URL separately, and test the promotion effects of URLs with different relevance levels to determine and obtain more reliable traffic.

Since all three discuss the methods and situations of dealing with whether or not words, they will be explained in one paragraph here.

The information also clearly explains why you can clean up conflicting, repeated, and even unpopular negative keywords: repeated/conflicting negative keywords will not block your advertising traffic, so you can safely clean them up with one click, free up negative keyword quota, and add more necessary negative keywords.

Suggestions for dealing with negative words:

A. When cleaning up unpopular negative words, the key points to note are: some industries have certain seasonality in negative words and traffic. Just because the negative words encountered in the previous quarter did not occur in the next two quarters does not mean that the negative words can be cleaned up. Therefore, you should filter them according to the actual situation and then operate them. Make sure that there is no impact before performing one-click cleaning.

B. When the system prompts "All units in the entire plan have repeated negative words" for repeated negative words, my suggestion for one-click deletion is: when the plan's negative word space is insufficient, some students will directly cut some of the negative words in the plan to all units under the plan for negation, thereby achieving the effect of the planned negative words . However, this will inevitably trigger the system to prompt "all units under the plan have repeated negative words". Therefore, if you want to perform the one-click cleanup prompted by the optimization center, you must do a good job of negative word cleanup in advance to ensure that there is enough negative word space at the planning level before proceeding.

C. Clear conflicting negative words. You must see clearly whether you are clearing negative words or keywords. Generally speaking, if the keywords are exact matches, although there is a conflict prompt, the negative words will not be effective for them. If the words are transferred from other units, and there are conflicts caused by precise negative words in the unit or plan, you should choose to delete the corresponding content according to your needs.

D. The system now prompts you to delete unpopular keywords. My personal suggestion is to develop an additional operation function later. You can try to gain more impressions and clicks by increasing the bid. This is more in line with the optimization nature of the optimization center. Looking forward to seeing related functional upgrades.

Regarding removing unpopular keywords, as the name suggests, the system will prompt for keywords that are not displayed or matched within 30 days. I believe many students are very clear about the logic and corresponding operation methods.

For removing unpopular keywords, the following suggestions are used:

A. Check the unpopular keywords regularly and calculate the proportion of unpopular keywords in the account to estimate the account's ability to obtain volume. That is, the proportion of unpopular keywords in the account cannot be too high, and at the same time, pay attention to whether there are positive keywords.

B. There are two optimization ideas for unpopular keywords. One is to increase keyword data by continuously adding creative coefficients or increasing bids, thereby reducing unpopular keywords. Secondly, when deleting unpopular words, you need to add new potential words to the account in a corresponding proportion to avoid affecting the traffic level of the account or even the model for promoting ocpc in the future.

The bidding category mainly reflects three core aspects: obtaining more clicks, avoiding display restrictions, and increasing more conversions. From a marketing perspective, increasing bids to avoid display restrictions is to increase the probability of the account being triggered by searches and enhance the account's competitive potential. Increasing bids to get more clicks is to turn traffic into visitors, increase click-through rate and consultation volume. Increasing the conversion bid of ocpc is to obtain more conversion data and reduce conversion costs. The core operation of bidding is still indispensable here. From display to click to conversion, it can be said that the whole link "provides advice" for your account. For novices or beginners, the Optimization Center is definitely an ideal assistant for optimizers to advance.

Suggestions for using bidding operations:

A. You need to classify the keywords by their intentions based on the characteristics of the industry, and then determine the bid peak. It is not necessary to follow the guide price. However, if it is used as a normal promotion keyword, be careful not to lower the bid below the minimum display bid.

B. The display of prompts is limited. Pay attention to distinguish the situations of different devices, and pay attention to screening out keywords that have set low prices due to abnormalities.

C. The modification of conversion bids must be based on the calculation of the maximum and average values ​​that each conversion bid can bear. For example, the target conversion price for one-sentence conversion and three-sentence conversion is different, so be sure to adjust it within a reasonable range.

D. Filter and modify bids:

As shown above:

1. Some special keywords enter the filter root separately through the filter.

2. Enter the root word to batch filter keyword content.

3. Check the appropriate keyword bids and increase rates.

4. Any excessive increase in the suggested price may not be considered.

5. When modifying keyword bids in batches, you can select the corresponding bidding operation as needed, which is very convenient. As shown below:

Budget optimization suggestions may not be used frequently by intermediate and advanced optimizers. After all, for a mature account, optimizers set the budget for each plan relatively reasonably and with certain specificity.

But it is particularly "friendly" to new accounts or novice optimizers. Based on the data feedback of the account over a period of time, the system gives some budget suggestions. This suggestion not only improves the account traffic, but also verifies the rationality of the account structure through this data. Too low or too high a budget is unhealthy for the account. Therefore, novice students can use this tool to help complete the adjustment from budget to promotion.

Budgeting tips:

A. Cooperate with the optimization center and make adjustments gradually starting from a low budget. Observe the budget offline time to modify the budget amount.

B. Based on the promotion results and the results obtained from the budget consumption, consider the rationality of the plan and even the account structure, and whether the units and keywords need to be adjusted.

C. Consider existing problems and areas for improvement based on different proposed budgets. Plan for the next adjustment.

D. New accounts are newly launched, and budget cards in the optimization center are used to flexibly monitor consumption and make timely adjustments.

Creative optimization suggestions can be said to be the biggest highlight and core of the entire optimization center since its upgrade. In the past, creativity basically followed the principle that “all articles in the world are plagiarized”, and the same applies to creativity. Even if some optimizers do not plagiarize or borrow from others, purely original ideas will quickly have a lot of "followers" once they come out. Over time, creativity loses its original relevance and uniqueness.

This optimization center can better improve this phenomenon. The system generates new ideas through intelligent mining based on the keywords and creative features of the units within the account, and intelligently recommends them through the optimization center. It also forms different categories based on users' popular search terms and recommends them to the optimization center. It helps optimizers to a great extent to improve the problem of insufficient fit between keywords and creatives within the account. Make the keywords and creativity closely connected, so as to display the advertisements more reasonably to the corresponding groups of people.

Creative use suggestions:

A. Pay special attention to the "crowd-focused selling points" emphasized when recommending each creative idea, which indicates whether the word classification and creativity within the unit meet market demand. Either continue to optimize the creativity or reclassify the words.

B. The recommended creative content must be carefully reviewed and the modification function can be used at any time to make changes to the recommended creative content in accordance with the company's service attributes, so as to extract the essence of the content and use it for our own benefit.

C. When estimating the increase in click-through rate and click volume, you must use data. That is: mark the newly added creative ideas using the label function, set a feedback period, filter the creative ideas with the corresponding labels, and check the data and analyze the results.

(Figure 1)

(Figure 2)

As shown in Figure 1 above, according to the creative recommendations provided by the system, they were added to the unit and 7 days passed without any modifications. We have seen data feedback as shown in Figure 2 above. On the third day, the estimated click-through rate had been improved, and on the seventh day, it had completely exceeded the system's estimated value. This shows that there is a system promotion effect here, as well as the preference of certain netizens. This function has certain optimization significance. We can continue to test it and use it more often.

(As of March 2021, this feature is still under low-volume testing and can be applied for via email)

Landing page is an extremely important part of the optimizer, and the demand for optimization also accounts for a large proportion. For the updated optimization center, a lot of effort has been put into the landing page. It provides two dimensions: "landing page relevance" and "landing page quality" to help you optimize the link from the outside to the inside.

The relevance of the landing page not only reminds us that different display pages should be used according to the differentiated populations covered by different keywords for different businesses, but also emphasizes the basic skill that the relevance of keywords, creativity and pages should be highly consistent during optimization. Through the optimization center, it helps us to fundamentally optimize the direct promotion effects.

Suggestions for improving the relevance of your page:

A. Diagnosis is done on keyword links, not on creative link diagnosis of the unit. When analyzing data, you can make a comprehensive judgment based on the three estimated values ​​of the keywords.

B. If no changes have been made to the page, it is not recommended to repeat the diagnosis multiple times.

C. Diagnostic functions such as correlation are only available in Baidu Backend Optimization Center and are not available in other entrances.

The optimization suggestions for landing page quality can be described as a "nanny-level" promotion auxiliary tool. For various tools or components of the landing page, through landing page quality testing, it can help optimizers to improve the problems of the page to the greatest extent, thereby improving marketing and conversion rates. It also has a certain risk warning function, which makes it convenient for optimizers to detect problems early and handle them properly.

If you are not sure whether the quality of the landing page is good enough during promotion, this tool can help you quickly obtain optimization points. At the same time, combined with the relevance optimization suggestions of the landing page, it can comprehensively improve the conversion ability of the page during promotion, which is of great benefit to the growth of optimizers.

Suggestions for the quality of landing pages:

A. Please note that the page content and functions must not contain any coercive or fraudulent elements. The function is mainly for landing pages.

B. To locate the cause of the quality issues on the landing page, you should pay attention to the corresponding keywords and creatives, analyze the reasons for the poor quality and then optimize them. Ultimately, the actual results should be the standard for measuring everything.

C. Don’t forget to check out the learning links such as the landing page optimization guide, which are very helpful for career changers or beginners.

Regarding the production of landing pages, taking product attributes as an example, here are some ideas for page production:

If the page uses products as carriers, it is necessary to study product attributes, groups, interests, pain points, etc.

Here are some ideas for organizing some high-conversion product marketing pages:

More details and data can be extended based on the products in its own industry. The above content is for reference only.

Repair optimization suggestions, like a "doctor" to diagnose account problems and risk factors at any time, through the optimization center's repair category, can be one of the essential items in daily work. It is recommended to develop a habit of checking this function every day, to deal with problematic materials in the account to the greatest extent and in the most timely manner, to maintain the quality of account promotion.

Optimizers may perform a lot of detailed optimization operations every day, but sometimes they may overlook some details. For example, a creative idea may not pass the review, some keywords may fail the review, or the ocpc setting of a plan during adjustment may cause overall fluctuations. These easily overlooked issues can be checked all at once in the optimization center.

In addition to the conventional detection of plans or units for empty materials and materials that have failed the review, detection feedback for problems such as ocpc conversion anomalies has also been added, which has a good auxiliary effect on the promotion effect.

Repair class usage suggestions:

A. Take repair suggestions as part of daily optimization work to detect empty and wrong materials in time.

B. When there is a risk warning for ocpc (such as no conversion in the short term, etc.), you should consider whether the ocpc conversion type has been modified in the recent period in conjunction with the corresponding bound plan. Or use this function to check whether there are omissions or errors in the ocpc settings.

C. Empty and incorrect materials include not only keywords, but also creative ideas, creative pictures, industry-specific investment websites, etc. Every time you use the optimization center, you must pay attention to a comprehensive inspection.

The suggestions for using the functions of the optimization center are temporarily shared here. If you have other suggestions for using the optimization center, please leave a message to share and exchange.

Later, in conjunction with the data diagnosis and analysis function of the optimization center, I will explain to you in detail how the two work together to assist optimizers in doing more analysis and improvement.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)