Regarding keyword bidding, we have two strategies: the bidding of newly launched keywords and the bidding of keywords in the process of delivery:

1. Newly launched keyword bidding strategy

When the keyword is first launched, because you don’t know what position it will occupy with the price, you first search for the core words (there is more competition, so give priority to them) and give a relatively appropriate price based on the Baidu keyword recommendation tool.

Adjust the ranking of the core word so that it can occupy the top three positions on the left, and then set a price lower than that of other words. After determining the approximate prices of several core words, you can unify the bids based on your own assessed keyword values. Generally, the settings will be lower.

The bidding strategy will be different depending on the company's budget. If the budget is larger, you can bid higher to get more traffic, run the data as soon as possible and enter the stage of analyzing the data to adjust the keyword price. If the budget is smaller, then you need to lower the keyword bid. If the budget is extremely low, then you need to bid a low price to run matching to get traffic.

2. Keyword bidding strategy during delivery

After a few days of keyword placement and accumulating some basic data, you can determine the bid based on the keyword conversion. At this stage, the main thing is to evaluate the keyword conversion cost (keyword conversion monitoring needs to be done well). We can divide keywords into the following categories based on conversion, and then bid according to the keyword value.

Ultimately, setting bids is to control keyword rankings and thereby control the traffic to such words. Keywords with good conversions need to be ranked to obtain more traffic and conversions, while keywords with poor conversions need to control rankings to reduce traffic. Lowering your bid with the same budget means you can get more clicks. With more clicks, the chance of getting conversions increases, which can make up for the problem of poor conversions. If there is no conversion word, you need to consider matching method or deleting it.

According to the conversion, the keywords are classified and the bidding strategies are as follows:

Pay high prices to guarantee rankings and grab traffic (the author's spending on these words will account for more than 50% of the budget).

Lower prices to control the cost per click, and control click consumption and conversion within a reasonable range based on conversion cost data.

For this type of words, you need to evaluate why there is no conversion. Is it a problem with intent or the landing page? If there is still no conversion after half a month, delete the keywords and treat them as negative words.

There is only one word to describe this type of keywords - grab rankings. The cost is low and the conversion rate is high. You can compete at the highest price within your budget to ensure that you are ranked first in the long term. Try to make it a high-click, high-conversion keyword.

Increase bids, grab traffic and see if conversions will increase. If they do, maintain the bids. If conversion costs rise dramatically, lower them.

Increase bids, increase traffic and see if there are conversions. If there are conversions, keep them. If there is only consumption but no conversions, delete the keywords or negative words.

For words with no clicks, you need to analyze the word index and then check the ranking. If the ranking is very good, just wait. It may be that the search volume is low. If there is no ranking when checking, you need to increase the bid to get ranking, and then classify the words into the above items according to the conversion of clicks and then make adjustments.

After tens of millions of spends on big search, it has been proven to be quite useful and can effectively increase conversions and reduce customer acquisition costs.