Baidu bidding industry fixed investment

Recently, several friends left messages on our public account asking about issues related to industry-wide fixed investments. I’d like to write an article here to explain a little more. Actually, I learned about industry fixed investment in 2017, and started working in medical gynecology in 2018. I tried it at that time and created dozens of websites, but there was no effect and the matching was not good, so I deleted them.

In 2019, I switched from the medical industry to the education industry. I tested it again and found that the effect was very good and the matching was not very messy. The main thing was that the cost was very low. The cost of investing in the URL was only 1/2 of the keyword cost. For a long time, the quantity and cost were very good, and the quality was relatively high. After the beginning of 2020, the effect began to decline. Because of my later transformation, I am not very clear about the effectiveness of this product. Say something you care about.

01 What is industry-based fixed investment?

The official explanation is this. URL targeting: Based on the real-time snapshot results of industry leads, we can accurately lock in traffic + crowds to help you efficiently obtain high-quality search traffic that keywords fail to cover .

This explanation contains two important pieces of information. One is the snapshot result. Anyone who has done SEO knows the so-called snapshot result, that is, natural ranking. The second is to obtain high-quality traffic that is not covered by keywords. The core meaning of industry-based fixed investment lies here. If you cannot invest in many keywords, you can achieve this through industry-based fixed investment. To put it bluntly, you cannot bid for a competitor’s term as long as the other party has a trademark. But you can capture your competitor's traffic by placing its URL. Now everyone knows how to grab traffic from competitor keywords, right?

02 Where are the results of industry fixed investment?

Industry-specific investment is search advertising, except that the keywords are replaced by URLs. Invest in the industry, URL = keyword. The display results are the same as the keyword ad positions.

03 What is its trigger mechanism?

You put up an industry URL that contains many keywords for your industry. After Baidu crawls these keywords from this web page, your ads will be displayed when users search for these keywords in the Baidu search box. It is not that ads will only appear when you search for a URL, but as long as the URL contains your keywords, you may be displayed when users search for the words. Do you understand?

04 How to invest in industry fixed investment?

Industry fixed investment, as the name suggests, must invest in industry websites. This is how it works. Its construction is the same as the ordinary plan. Compared with the keyword plan, there is no matching mode for industry fixed investment. This needs attention.

The difficulty lies in finding the URL. There are three ways to find URLs. First, search for them in the URL placement in the background. You can find many web pages. As long as the search terms of the web page are related to your business, you can place them. The second method is relatively stupid, which is to directly search for industry terms on the front end, sort out all the URLs on the first three pages, and then organize the snapshot result page (natural ranking). No need to organize those ad landing pages . The third is to find well-known industry websites and major competitor official websites. Everyone understands this, so I won’t go into details here.

The following takes bidding training as an example. After the search, these natural result pages can be sorted out and used as web page materials for delivery.

05 Is it necessary to search the URL once on both PC and mobile?

Need not. Because many web pages are now adaptive, and the Baidu system crawls the words for the site, regardless of whether it is a PC site or a mobile site. Just like keywords, you can find four or five hundred URLs, create a few mobile plans, and then copy these plans to make PC plans. There is no need to search the URL again on a PC and again on a mobile phone .

06 What suggestions do you have?

The results are different in each industry. Based on my tests, the results in the education industry are very good. I have a friend who works in the franchising industry and the results are also very good. But when I first tested medical gynecology, it didn’t work well. Therefore, the effect of this product varies from industry to industry and from person to person.

In addition, I suggest that PC and mobile should be separated, as the traffic scale of PC and mobile is different. Some products have more PC traffic, and some products have more mobile traffic. You need to place them separately according to your own traffic.

In addition to placing first-level domain names, you can also place second-level pages.

07 My actual experience of industry fixed investment

1: It will be effective only if there are many URLs. If you only look for dozens or one or two hundred, it is normal to have no effect because the base is small. You must first build a large base to have enough impressions and clicks to achieve the desired effect;

2: The overall average price is much lower than the keyword average price. I did industry-based fixed investment in 2019. At that time, the average price of keyword plans was 4-6 yuan, while the average price of industry-based fixed investment was only 2-3 yuan. The overall price is nearly half lower, which lowers the average account price;

3: I mainly tested cpc at that time, and I didn’t try ocpc. So my experience is that the effect of industry fixed investment under CPC bidding is very good, but I am not sure about the effect of industry fixed investment under OCPC bidding;

4: Add the URL or not. I basically add a batch of URLs every half a month, about four to five hundred each time. I say no once every 2-3 days. In addition, it doesn’t matter if the URLs are repeated, as long as they are not in the same unit;

5: What should I do if I can’t find so many URLs? Try searching with different word roots. For example, I was working in the academic education industry at the time. After searching for "academic education", search for "self-study", "adult education", "open university", "open university", "open university", "continuing education", "academic qualification application", "xx university self-study", "xx major self-study", etc. Just like keyword expansion, it uses word roots to expand;

6: How to place a bid at the beginning? It is recommended to set it at 80% of the average account price, and then increase the price based on ranking and conversion after running data for a few days. Don't bid too high at the beginning. To monitor the conversion of industry fixed investments, you can add a suffix to the landing page, so that you can know which URL brought the conversion in the background of the consulting tool.

08 Is it too late now?

I think it's never too late. As far as my own investment is concerned, the results in 2019 were very good. I am not bragging about myself or the platform here. To be honest, more than half of my Baidu search results for a long period of time in 2019 were achieved through industry-based investments. The effect was not very good after the beginning of 2020, and I am not sure about the specific reasons. I have never run OCPC through industry-wide fixed investment, so I don’t know how effective it is.

My experience is that the more vertical and sophisticated the industry is, the better the effect of industry-specific investment will be. The more extensive the traffic sources of an industry, the less effective this approach will be. As far as I know, the effects of industry-specific investments in education, finance, franchising, tourism, and machinery are very good, while those in medical fields are average. I’m not sure about other industries, but if you want to test it, do it as soon as possible.

I’ll stop here. Welcome to leave a message for discussion.

Author: Mubibai

Source: Mubibai Marketing Diary (mubibai20)