4 misunderstandings about bidding promotion!

After working in SEM for so many years, I found that many SEMers have some errors in the bidding strategies they formulate when doing bidding promotion due to market cognitive bias. Next, let me talk about several mistakes that most SEMers often make:

1. Full business delivery

When developing Internet marketing strategies, most novice bidders often try to include all of their own businesses and do everything. However, in the eyes of experienced SEMers, this kind of work of doing everything often results in doing nothing well.

When setting up a SEM account for the first time, bidding novices like to select keywords for all businesses and adjust the bids for each business to be basically the same.

After extensive advertising, random consumption will occur. If you are lucky, you may come across words that can lead to conversions, but if you are unlucky, you are basically wasting money.

The key advantage of SEM compared to other advertisements is its accuracy. However, if it is delivered using the above method, it essentially loses its advantage.

The SEM strategy needs to formulate corresponding business priorities, budget allocation strategies, keyword bidding strategies, etc., highlighting the main business and using the secondary business as an auxiliary, so that the account will be logical.

Only by creating differentiation can enterprises win in a market with serious homogeneity.

Public data shows that focusing on one business is often more effective than "going all in". "Going all in" will make bidders pay a higher price but will not get corresponding conversions.

The key to improving conversion is to reasonably divide the business into core and non-core and then adjust the bidding and matching modes of different keywords to make the account more refined.

2. Blindly grab rankings

Most bidding novices are quite competitive and often cannot stand seeing others ahead of them, but it is impossible to always be ranked first.

According to the information provided by Baidu:

The ranking is determined by the promoter's credit status, quality, bid, conversion points, other promoters and netizen-related factors. In addition, each netizen has different contexts and intentions when searching for information on Baidu. Baidu takes these factors into consideration when sorting and presents the client's promotion results to the most appropriate netizen.

To put it simply, every netizen will see different results when searching for the same keyword, and there is no such thing as always ranking first.

Furthermore, blindly competing for the first place often leads to inflated bids, resulting in excessive costs, but the results may not be good. You must know that there is no direct causal relationship between high rankings and good results in account logic.

3. Only invest in product keywords and not long-tail keywords

Many bidders believe that the traffic brought by product words or business words is the most accurate, so they only bid for these words, but not those long-tail words.

Little do people know that a large part of the traffic on search engines comes from long-tail words. Internet users often search for long-tail words in order to search more accurately, and Baidu will guide customers to search for long-tail words, such as Luohu Midea air conditioner door-to-door repair, how to decorate 100 square meters in Nordic style, etc.

Drop-down box long tail word icon ▲ Drop-down box long tail word

Simply placing product words will generate very little traffic, and the demand intention for product words is sometimes not as high as that for long-tail words.

If you don’t know how to mine long-tail keywords, you can learn about “How do bidders mine keywords to expand traffic layout?” 》.

Keywords are the foundation of an account. There is no shortcut to success except hard work. Every step of advertising is crucial and must be carefully crafted.

4. One price for all time periods

The bids and budgets are the same throughout the day or throughout the year. This is a subtle mistake that most SEMers make. Although it will not cause any significant losses, it will have a very low impact on the effectiveness of advertising.

All major bidding promotion backends on the market can adjust different bids for different time periods. By adjusting the bid coefficients, the benefits can be maximized and costs can be reduced.

How to bid at different time periods? This is a question that all advertising optimizers need to analyze. Different bidding strategies should be formulated according to the degree of market competition and the effective business time periods.

Every industry has peak seasons and off-seasons. During the peak season, you can raise your bid to get corresponding exposure. During the off-season, you can lower your price based on the specific situation and change your delivery strategy to compensate for the decrease in exposure.

Alternatively, you can lower your bids during highly competitive times of the day and place ads during times when others are not placing ads; this may have a miraculous effect.

Each account needs to be carefully analyzed and corresponding strategies need to be formulated in combination with market rules. This is what every qualified advertising optimizer must do.

The above four mistakes are common mistakes made by SEMers when doing bidding promotions. Although every account has some flaws to a certain extent, these four mistakes can be avoided.

Author: Wandering Master

Source: Wandering Master