Friends who work in search advertising know that the traffic of search advertising has declined a lot. For many companies, reducing costs is no longer the primary goal, but increasing volume. So how to expand the volume under the current situation? Let’s take a look at the strategy for grabbing traffic compiled by the author.

The five channels currently used for search are Baidu, 360, Sogou, Shenma, and Toutiao (including Douyin). Everyone knows this.

Let’s talk about the different products of these channels.

Baidu search bidding products include: keyword promotion, web page address (also known as industry fixed investment), Aicaigou, knowledge marketing, Aladdin, general word product special, etc., and also include some brand advertising.

Among them, Aicaigou is suitable for the launch of some mechanical industrial products, and tends to be in industries mainly engaged in procurement, wholesale and franchising.

Knowledge marketing, that is, question-and-answer advertising, is generally displayed in the upper right corner of Baidu search.

Aladdin, ads will appear in the aggregation page results.

In addition, Baidu now also has some vertical promotion products for some sub-industries. For example, Lemon Loves Beauty in the medical beauty industry, Baidu Zhiliao Haoxue in the education industry, Franchise Star in the franchise industry, and so on.

Baidu also has a lot of brand advertisements, but because they are not performance-based advertisements, the effect of expanding the volume is relatively poor, so I will not go into details here.

360 provides search promotion and enterprise services. Shenma mainly focuses on keyword advertising, while Sogou mainly focuses on keyword advertising and input flow.

After talking about promoting products, let’s talk about auxiliary traffic .

For Baidu , at the account level there are search intent positioning, same-platform display, target customer tracking, and personalized recommendations at the plan level. In the past, there were search cooperation networks and Tieba traffic, but now they have all been merged into keyword promotion.

360 has advanced precise matching switches and search intent positioning, Sogou has related traffic, same-platform display, and Zhilifang; Shenma has search intent positioning, target customer tracking, crowds and personalized recommendations.

Regarding auxiliary traffic, my suggestion is that if your account has no traffic, you can turn it on. If there is traffic, there is no need to turn it on, because general auxiliary functions (except for crowds) belong to expansion, and the quality of these traffic is relatively poor, and turning it on will cause some waste. So it is generally recommended not to enable it.

Here, Baidu CPC is put together with 360, Sogou and Shenma. Toutiao search is not suitable for CPC delivery, so only the four major searches are discussed here. The first thing to be clear is that the core of CPC delivery is the average price, and the average price should be lower than the industry average as much as possible.

CPC expansion: Baidu is mainly used for explanation here. Now Xiaosou, 360, Sogou and Shenma all have oCPC, but the products are not yet very mature. I suggest running Xiaosou, which is still mainly based on CPC and is more controllable.

The materials here refer to three aspects: one is keywords; two is word packages; three is web page addresses.

If your account has no volume, the first reason is that there are too few materials. It is recommended to expand the materials first. Keywords can be added through the keyword planner, and web page addresses and word packages can be expanded through the background.

It mainly involves time periods and regional settings . When running CPC, you can set a premium for time periods. You can add a premium to time periods with good conversions, and reduce the time period coefficient for time periods with poor conversions. The same applies to regional settings, so that you can actively expand your volume. If all coefficients are 1, it will be impossible to identify the key points and the expansion effect will be poor.

Now that the traffic is decreasing, we can only relax some matches to bring in more traffic. When setting up matching, you can mainly use display data as the analysis standard. If the display volume is 0 or low, you can relax the matching. If the display volume is too large, you need to tighten the matching. I suggest that you download a month's data report in the assistant, relax the first-level matching for keywords with 0 or low impressions, change precise to phrases, and change phrases to smart.

Don't set too many precise words for your account; focus on phrases and intelligence. A better matching structure should be 10% precise + 60% phrase + 30% smart. This is a rough range and needs to be analyzed based on the specific account. If the search terms are messy, the smart matching should be less.

The price increase is not blind, but to increase the price of some high-intent words that have no display or low display. There is no need to increase the bid for words that have already been bid high. At the same time, the prices of some keywords with inflated bids should be lowered.

Baidu has now been upgraded, and people can be added to the stargazing disk . I suggest that you make good use of this, because nowadays , whether it is search or information flow, people are very important . You can study the crowd as early as possible and add some people to your account to expand the scale.

If the negative words are too strict, it will inevitably affect the account performance. It is recommended to check the negative words every half a month or a month, and put out the wrong ones that have some relevance. Generally, negative words can be placed at the plan level, and do not need to be placed at the unit level. If the plan level is full, you can add them at the unit level. In addition, in the optimization center, the system will also give some suggestions on negative words, which can be used as a reference.

Shangdun also needs to be checked frequently to see if there are any that can be released to prevent accidental killings.

If your account has very little traffic, you can turn on the auxiliary functions mentioned above, such as search intent positioning, target customer tracking, same-stage display, and personalized recommendations . In the case of volume, it is recommended not to turn it on. Because the quality of the matched traffic will be relatively poor.

The above is to achieve expansion through operations, and expansion can also be achieved through pages and conversion methods. First, let’s talk about conversion methods. Consultation, forms, adding fans, and telephone are the four mainstream conversion methods in most industries. It is recommended to cover at least 2 components on the page. Secondly, for the pages, I suggest making different pages. The browsing time on the PC side should be longer, with richer content, mainly focusing on consultation and forms. The browsing time on the mobile side should be shorter. I suggest putting consultation, phone and forms at the bottom. This can increase customer acquisition.

The PC page is slightly longer, and the mobile page can be slightly shorter. A normal PC page only needs 8 screens. Just move the page to 4 screens. The idea of ​​using Jimuyu as a mobile landing page is the same as that of a regular website.

If you are launching Jimuyu, it is recommended that you set up all the components in the Marketing Channel, including: consultation, form, callback, phone, card, coupon, WeChat, and lottery.

The above is the CPC gameplay, which is aimed at Baidu CPC and 360 Sogou Shenma. Next, I will talk about how to use Toutiao search.

The account building and optimization ideas for Toutiao search are similar to those for Toutiao information flow. I would like to mention 3 points that need attention:

The advertising space of Toutiao search is now a full product of ByteDance, and the operation is different from Baidu and Xiaosou. The format is almost the same as the headline information flow, except that keywords are added. There are three types of keyword matches: exact phrase and broad. Therefore, you can adjust the search in the same way as you adjust the headlines information flow.

There are also regular bidding and automatic bidding, and the bidding methods are ocpm and ocpc. Since Toutiao search is supported by ByteDance’s algorithm, it is better to bid based on conversion when bidding on Toutiao. Choose ocpm or ocpc instead of cpc or cpm.

There is not much difference in functions between Toutiao search and Toutiao information flow. One big difference is smart selection of traffic. Because the current volume of headline searches is still very small, it is generally necessary to turn on the smart selection traffic, so that the traffic will be greater. In the directional trading, there is an intelligent volume release, which is generally not turned on. It needs to be turned on if there is no volume.

The account does not need to be set up in great detail in the early stages, but after it starts to gain momentum or has been promoted for a period of time, it can be set up more clearly. If you are too detailed in the early stage, sometimes there will not be very good results. This is different from Baidu search. Baidu search is better to be more refined in the early stage, while Toutiao search can be roughly divided first and then detailed.

The above is the CPC expansion method of the four major search engines + the gameplay of Toutiao search.

There are many ways to convert ocpc, including consultation, phone, form, adding fans (js/api), etc. Let’s take consulting as an example.

Set up conversion tracking first. The second step is to build the ocpc delivery package.

first step

Select the traffic range, PC/mobile. It is generally recommended to divide the account into PC and mobile delivery.

The above is the construction. The following are optimization techniques.

The delivery mode is still CPC, so the adjustment method is the same as the regular CPC adjustment method, changing the price, changing the match, etc.

There are two details to be done in the first stage:

1: Improve the accuracy of traffic, and try to make the words consumed by your account some conversion words and high-intent words, and control the consumption of words with poor intent through bidding and matching;

2: The effect of the first stage should be kept stable as far as possible. Do not make major adjustments to the budget, region, time period, or negative keywords, as this will have an impact on the second stage. Stability is the main focus.

When the volume of the delivery package reaches the threshold, the data will be checked. After the check, the second stage can be entered and the system will start to expand the volume.

At this time, we have five ways to expand the volume:

After the second stage of ocpc, bidding, matching and coefficients are not effective. However, under ECPC, time period, regional equipment and population premiums are effective.

The above is the expansion method of ocpc. The first order is very important in ocpc, and the quality of first-order modeling directly determines the effect of the second order. Therefore, it is better to advance the second order slowly and adjust the effect of the first order first.

Adjust ocpc and add a few notes:

1: Do not adjust the bid frequently, ≤ 2 times a day;

2: Do not delete or create packages frequently, as this may lead to unstable traffic and soaring costs;

3: Automatic expansion needs to be coordinated with the search terms. If the search terms are very chaotic, you need to be balanced or conservative. If they are not chaotic, you can be aggressive.

4: You can switch the conversion bidding method midway, provided that the cost of the package increases and the click-through rate data of each display is declining. Generally do not switch midway;

5: For ocpc packages, if they are multi-business, the package is usually bound to a plan with the same business. If it is a single business, you can bind the entire plan first (equivalent to binding an account level account), and then bind the single plan. The ultimate optimization direction must be segmentation and binding to the planning level.

6: After the second stage, you can make minor changes to keyword bids, matches, and landing pages, but be careful to make minor changes and not major adjustments. You only need to adjust some unreasonable keyword bids, matches and landing pages, and ignore the normal ones.

7: ocpc fluctuates greatly, so it is recommended to observe and adjust it in units of three days or a week.

There are now 5 search advertising platforms, with two modes of operation: CPC and OCPC. It is recommended to make a good combination.

The ideal combination is 6 accounts: 2 Baidu accounts, one CPC account, one OCPC account, and 1 account each for 360, Sogou, Shenma and Toutiao. Focus on the two Baidu accounts, and for the other four small search accounts, just open one and work hard to achieve the best.

Baidu ocpc account is the main account, and all accounts can run ocpc/ecpc, focusing on the page correspondence;

CPC accounts are used as supplementary accounts, mainly to control the average price and increase conversion volume, with lower bids + wider matching + targeted pages;

360 account, Sogou account, Shenma account and Toutiao account have been mentioned in the first part, so I will not repeat them here.

Whether it is a large channel or a small channel, whether it is CPC, oCPC or eCPC, you can do a combination of delivery. Maximize the advantages of each channel.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)