How does Baidu bidding analyze the market?

Before bidding analysis, you should first pay attention to the following points: market share, competitor analysis, and self-analysis

01. Market share

Analyze our current market share. You can use the Lookout or webmaster tools to refer to the overall market situation.

02. Competitor Analysis

Search for direct competitors of ours manually, sort out the conversion paths of competitors, the year they were founded, where their headquarters are, how many employees they have, which websites they advertise on, when they go online and offline, which keywords they focus on, and what their bidding model is.

03. Analyze the advantages and disadvantages

Analyze ourselves and find out what are our advantages and disadvantages compared with our competitors. What are our conversion paths, page visit duration, and page bounce rates?

04. Ideas - Analysis

For promotion strategies, you need to prepare materials in a targeted manner and have a clear idea of ​​where to focus, what kind of words to link to what kind of landing pages, and how many topics the website should have.

First: Display

The following factors will affect the account display volume

1. Low account quality will lead to a decrease in display volume;

2. Keywords, quantity, search volume, matching method, and ranking;

3. Overall account, budget, promotion area, and promotion time period.

Second: Click aspect

The display volume is normal, but the clicks are too few, what should I do?

Factors that determine account clicks: ranking, account structure, and creative relevance;

Optimize keyword quality, improve rankings, and write creative content in a targeted manner.

Third: Browsing

The account has a lot of clicks, but the consulting tool captures very little?

Check the website opening speed and whether the consulting tool is normal

Fourth: Dialogue

There is very little dialogue, how do we analyze such a problem? How to solve it?

Take out the previous data analysis

1. First of all, have we changed the website?

2. Download the conversation keywords in the past three months to check whether there are any changes in these keywords and whether there are fewer clicks.

3. Have competitors adjusted their landing pages for these keywords and we have not tracked them in time?

Fifth: Final Transaction

1. Communicate with back-end business to understand which words ultimately lead to transactions

2. Learn from customers about our current competitors and what their core advantages are?

3. What are the main points of concern for customers?

The entire bidding process: display -> click -> browse the website -> consult -> make an appointment -> place an order