How to reduce the average click price through Baidu promotion?

Some keywords have bids of more than 20 yuan, and the average click price is only a few yuan, but some are 30 yuan. Is the average bid controllable? What is going on? How to lower the average click price?

Some keywords have bids of more than twenty dollars, and the average click price is only a few dollars, but some cost thirty dollars?

This is a very normal phenomenon. Baidu promotion is a keyword-targeted advertisement, and the visitor intentions behind the keywords are different.

Moreover, controlling different bids for different keywords is a very important job for us bidding optimizers.

The average price per click is a few dollars, but some words cost thirty dollars, which means that there must be a large number of low-priced words in the account that pull down the average price.

And there is one more thing that needs to be made clear, Baidu's deductions are not equal to your own bid.

Baidu deduction rules

If your bids for all keywords are over 20, it means that the bids for keywords with low average CPC are too high; and if the deduction fee is over 30, it means that you should have premium coefficients in other dimensions.

Is the average bid controllable?

Yes, what should be said here is that the average click price must be controllable.

Average click price = total keyword consumption / total keyword clicks

By finely controlling the average click price of a single keyword, you can control the entire account. However, it is not possible to control it very accurately to 5.34, because the actual deduction is related to the next digit.

Here are some common actions to lower the average price. You can judge for yourself what the situation is and then take action.

Premise: You must pay attention to the premise that lowering the average price does not affect the account performance, remember this.

There are two options: reduce the consumption without changing the clicks, or increase the clicks without changing the consumption.

Lower the bids of keywords with artificially high bids, as in the above situation; you can check the average click price of keywords through the keyword report in the background. We can lower the bids for keywords with high consumption, high average click price and low conversion rate;

Remove invalid traffic-no words

Remove malicious traffic-IP+visitor code

Control the direction of traffic without conversion. Reduce or directly cut it depending on the specific situation. The traffic directions include: time period, region, and device. The same traffic will have very different prices in different time periods, regions, and devices. The more competitive the time period and region, the higher the price will be. We can achieve the effect of lowering the average click price by reasonably adjusting the delivery time period and delivery region.

Improve the quality of keywords. According to the deduction rules, the higher the quality of our keywords, the lower the deduction fee.

Add words. Since keywords are the source of meta-traffic for Baidu promotion, adding more words can bring a more obvious increase in clicks. A more effective operation is to add long-tail words and expand low-price traffic. Judging from the length of keywords, long-tail words are generally cheaper. We can expand industry-related long-tail words, add some low-price long-tail traffic, cover more comprehensive industry traffic, and increase low-price clicks to achieve the effect of reducing the average click price.

After loosening the matching mode, the display volume will increase, and as the display volume increases, the number of clicks will also increase. The point to note when relaxing the matching mode is that you can pre-negate some words in advance. After relaxing the matching mode, many irrelevant words may appear and cause consumption. If you pre-negate them in advance, you can reduce some invalid consumption and reduce losses. Therefore, the combination of loose matching + pre-negative words is adopted.

Optimize creativity: Many people often ignore creativity. Good creativity can increase click-through rate and avoid invalid clicks. When the click-through rate increases, the number of clicks will increase.

To control account traffic, don’t simply lower prices. Lowering prices will most likely lead to a decrease in account traffic. We need to increase revenue and reduce expenditure. Increasing revenue means increasing the number of clicks on dimensions with good results, while saving money means reducing consumption on dimensions with poor results, first lowering the average price and then matching.

The amount of traffic is controlled by ourselves. What is important is whether a series of operations help our conversion. Data optimization should be analyzed from multiple dimensions. Account structure: plan, unit, keyword; time period, region, equipment, etc. will have an impact on account traffic. Comprehensive consideration and overall layout can improve account effectiveness.

Author: SEM Thinking

Source: SEM Thinking (sem_sw)