How to invest in Baidu bidding and CPC in 2021?

We all know that now o cpc has become the mainstream of Baidu search promotion, and the status of cpc is declining. So, is it still effective to invest in CPC now?

The answer is yes. Although CPC is no longer mainstream, it can still be effective if done well. For some small-budget industries or more traditional industries, the most suitable bidding model is CPC rather than OCPC.

In 2021, how to run CPC when bidding on Baidu ?

In fact, no matter how things change, the three core elements of the CPC model are part of speech, average price, and page.

If you do these three aspects well, the results will generally be guaranteed.

One is part of speech.

We have many words in our account, which can be divided into different parts of speech, including high conversion words, general conversion words and traffic words. We must ensure that high-conversion words dominate the account's consumption words every day, general conversion words can have a certain proportion of consumption, and traffic words must control their traffic. This is the regulation of account flow. For example, I work in the medical industry. As everyone knows, in the medical industry, medical expense words have the best conversion rate, so we need to ensure that these words can get more consumption. Surgical words, therapy words, etc. are general conversion words. We must also ensure that these words have a certain consumption. However, words such as causes and symptoms have poor parts of speech. We can moderately widen the matching mode at a low price, so as to increase sales at a low price. In this way, the account's traffic can be consumed reasonably.

The second is the average price.

The lower the average price, the more clicks. The more clicks you get, the more conversations you’re likely to have. How to lower the average price? There are two aspects.

First, try to relax the matching as much as possible. Of course, this does not mean that all words should be put into smart matching, but words that are not displayed or displayed low must be matched more widely so that there will be volume.

On the other hand, for some words with inflated prices, the prices should be lowered . Words with good parts of speech should maintain the first or second ranking, while words with poor parts of speech can be ranked third or fourth.

The account does not need to compete for ranking for all words, it is enough to have conversion words in the top three.

The third is the page.

Everyone knows that the better the page, the higher the conversion rate. So, the page is very critical. It is recommended to create corresponding pages according to the business type. For example, in the case of medical care, different pages can be created for different types of diseases, or different pages can be created for different parts of speech. Other industries can follow suit. If the company has a dedicated person to make pages, then ask colleagues to make more pages for A/B testing. If you don’t have a dedicated person to make the page, then I suggest you make a few more Jimuyu landing pages and then use them for account delivery. The Jimuyu landing page can be made according to the business or part of speech. From my actual test, the page and the word correspond one by one, and the effect is very good.

In addition, CPC can be deployed in the entire account or together with OCPC/ECPC without affecting each other. Since CPC bid adjustments are more flexible, there is no need to worry about uncontrollable accounts.

How to expand the volume by investing in CPC?

Currently, there are mainly two ways: one is to add words, and the other is to bind the target group for delivery. Everyone is familiar with adding words. Here I will talk about binding audience delivery. There is a group of people in the background. We can set our target group in the crowd. After setting it up, we can bind the plan.

How to set up the crowd? Let me give you a simple example. For some businesses, the age of their customers may be older. In this case, you can set the age in the crowd settings and choose the age group that matches your business. The crowd in the background has a good effect on our CPC investment and can be used well.

Let me give you an example to share the expansion effect of CPC gameplay. You can refer to it.

A previous project I worked on was in a traditional industry with a daily budget of 500 yuan. The account ran on CPC mode. The average price at the time was more than 9 yuan. The boss didn’t understand bidding, the company website was also very old, and the experience was very poor. There are no account clues one day after another. When the situation is good, there are two or three clues. When the situation is bad, there are none for two or three days in a row. Several provinces were selected as the delivery areas, which is not very reasonable.

After taking over this account, I found many problems. There are three main problems. First, the average price is high. Based on the average price of 9 yuan, there are only more than 50 clicks a day. Second, the consumption of words is mainly concentrated on some big words, and the consumption of specific product words or long-tail words is less. Third, the page experience is very poor. My adjustments to these three issues are:

First: sort out the regions. Based on the Baidu Index and the optimization consultant of the promotion background, we found the provinces with the largest product audiences, and then reset the regions.

After adjustment: the number of account impressions increased and the number of consultations increased.

Second: added new words and sorted out the direction of the words. According to Baidu Keyword Planner, I found three to four thousand words, divided them up and added them to the account. And based on the previous conversion words of the consulting tool, I became familiar with the parts of speech of the account. It improves the rankings of product words, question words, and price words, and lowers the prices of general words and industry keywords.

After adjustment: The account's click volume increased, and word-type consumption was increasingly dominated by conversion words.

Step 3: Optimize matching and bidding. Download 3 months of data, change all exact match keywords with 0 impressions into phrases, change some phrase match keywords with 0 impressions into smart cores, and reduce the prices of keywords with inflated bids.

After adjustment: Through half a month of matching optimization and price optimization. The average price dropped from 9 yuan to 4 yuan, and with the same budget, the number of clicks doubled.

Step 4: Optimize the page. Because the account's landing page is relatively poor, it is no longer suitable for the account's refined operations. So I used Jimuyu to create four pages, each corresponding to a different product keyword, and then replaced the old pages in the account.

After adjustment: The conversion rate was significantly improved through page optimization and the correspondence between pages and words. The account went from having leads sporadically to having 2-3 leads a day.

Step 5: Expand the quantity. According to the target audience of the business, seven or eight groups are set up in the background. Each group is bound to the plan in which the account is investing, and a coefficient of 1 is set (in order to reduce waste, there is no premium for the group).

Results: Through crowd optimization, account traffic increased and conversions also increased. The average number reached 4-7 per day.

From this example, we can see that CPC can still produce very good results, but it does require a method. And cpc is most suitable for small accounts. We adjust the account in many dimensions, but the core are actually three points: words, average price and pages. If you do these three things well, there won't be any major problems with the results.

Someone said, but I tried it this way and it didn’t work. Then I want to tell you that everything depends on human efforts. You may think something is not possible, but someone may have made it work very well. So, it is not a problem of method, but a problem of people.

Baidu bidding is actually easy to do, by regulating traffic through keyword parts of speech, increasing clicks through average price, improving conversion rate through Jimuyu pages, and expanding volume through the star-gazing crowd. If your CPC effect is not good, I suggest you look for the problem from these three directions first.

Are the main promoted words conversion words? Is the average price reasonable? Is the page attractive? You can ask yourself this question, and then you will know how to break the deadlock.

Author: Captain

Source: Jiuzhilan Network Marketing