Baidu bidding promotion plan, a must-read for newbies!

One is the plan when the project is launched, which is divided into starting a new project with a new account, starting an old project with a new account, and starting an old project with an old account.

One is the monthly, quarterly, annual and other plans during the SEM operation process.

This answer is for new projects and new accounts, and should be the most suitable for your needs.

1. New project and new account launch

Purpose of the plan: The Baidu bidding promotion plan is designed to solve the consensus problem of the participants. It is to build a common understanding of the group on the entire project through everyone's cognition, and reach a consensus on how to carry out Baidu bidding promotion, the schedule, the overall process, what to do if problems arise, and the respective responsibilities of different personnel.

Plan content: The writing of the plan is the responsibility of the Baidu bidding promotion coordinator or main promoter. The content is a plan made by the writer based on his or her overall understanding of the project, and then the participants discuss and improve it together.

Our answer here only discusses the plan made by the author based on his or her overall understanding of the project.

In addition, many people write plans just for the sake of writing plans, and many superiors ask for plans just to feel a sense of security, but in fact they don’t take them seriously at all, and just throw them away after writing them. We will not comment on these, but we, the people who write the plans, must make the plans valuable and promote the co-creation and implementation of the entire plan.

2. How to make Baidu bidding promotion plan?

Common modules: how to carry out SEM promotion, schedule, overall process, what to do when problems arise, responsibilities of different personnel, and reporting model.

Feature module: what kind of project to do and what the project environment is like.

• Brand strength: the strength of the company in the industry and whether it has a brand effect.
• Product introduction: what specific products or services are provided.
• Product type: toB or toC or toB+toC, single product or multiple products, what is the main product.
• What problem does the product solve? What benefits does it bring to users?
• Business area: which places are served, nationwide, worldwide, or somewhere in a certain place.
• Published website or page: whether it is of high quality.

Summarize:

Platform traffic situation: how much traffic, how expensive it is, regional distribution, device distribution, and industry fluctuation trends.

Platform charging information: account opening fees, recharge rebates, ranking rules, deduction rules, and other basic information.

User group: Which users are looking for ads?

User demand analysis:

User attributes:

Analysis of traffic share of competitors

Analysis of competitor SEM delivery strength

Competitor landing page level analysis

The first half of the SEM promotion plan should include the above feature modules

Project account opening arrangements: time (when available), fees

Preparing materials for delivery includes the following:

• Developing an account structure: Determining plans and unit divisions
• Keyword processing: core keyword mining, keyword expansion, elimination of invalid keywords, keyword segmentation
• Creative writing: 2-3 general items, 2-3 special items
• Creative illustrations: ordinary illustrations, advanced creative + flash, 1-2 sets
• Account setup: Upload keywords and creatives
• Initial delivery strategy formulation: how to obtain traffic, delivery time, device, region, bid, match, budget, ranking, etc.
• Account settings: Set details of each dimension according to the delivery strategy
• Account package settings: business shield, statistics, online communication tools, URL selection, URL tracking settings, etc.

Note: The initial preparation work items are listed in the plan according to the timeline. Who is the person in charge is not to be solved in the plan.

• Description of the promotion process: After determining the initial launch strategy, execute it according to the strategy, collect data, analyze the data, optimize and adjust, and form a continuous optimization cycle.
• A general description of daily management and determination of daily personnel division of labor. For more information, please refer to my other answer
• Reporting cycle and reporting content for different personnel are determined

• How to deal with impressions without clicks?
• How to handle the situation where there is click but no dialogue;
• How to handle a conversation without clues?
• How to deal with high costs;
• How to deal with small quantities;
• And so on

• Using the PDCA model, we conduct AB testing on different materials at different dimensions from the source to each conversion link, and determine the testing cycle based on the amount of data obtained based on the actual budget.
• Big budget, short testing cycle
• Small budget and long testing cycle

The second half of the SEM promotion plan should include these common modules.

The combination of the two parts forms a complete SEM promotion plan. You can choose the elements you want to write about, and it is best if all of them can be included!

Author: SEM Thinking

Source: SEM Thinking (sem_sw)