Baidu bidding promotion account structure

For bidding promotion, a healthy account structure is a good start to optimize the account and it is also the first step for us to enter bidding promotion. Next, follow the editor to learn how to build a complete bidding promotion account structure!

1. Bidding promotion account structure

1. Why build an account structure?

We all know that account building in the early stage of promotion is very important. So why do we need to build a complete and excellent account structure? Of course, we want to make the promotion budget more effective, make the account structure clearer, make data analysis easier, make operations more convenient, and make thinking clearer.

2. Division of account structure

The account structure is fixed, but the account strategy is not fixed. Not all products share the same strategy. Instead, different strategies should be formulated based on the characteristics of the product and divided into different dimensions.

Accounts are divided into promotion plans, promotion units, keywords and creatives . One account can set up 100 promotion plans, one promotion plan can set up 1,000 promotion units, and one promotion unit can set up 5,000 keywords and 50 creatives.

2. Bidding Promotion Plan Level

1. Ideas for building a promotion plan

When we build a plan, we need to establish a corresponding plan for each product, divide the parts of speech of each product according to the dimension of purchase intention, and distinguish the strength of demand to facilitate management.

For example, for double skin milk franchise, it can be divided into product words, price words, question words, general words, brand words, regional words, etc. according to the part of speech. Then classify the parts of speech of these words according to the planned level.

Finally, we analyze the division from the following four dimensions:

● Product dimension: Applicable to accounts with multiple products, each type of product has a corresponding promotion plan.

For example, if the customers of dessert franchise have many segmented items such as double skin milk, mango pudding, mango sago, etc., these segmented items can be placed in different plans for targeted promotion.

● Time period dimension: You can set different promotion time periods and bid ratios for different time periods.

For example, if a product has a better promotion effect from 7 to 11 a.m., the bid ratio can be adjusted higher, such as 1.2; if the effect is poor from 7 to 11 p.m., the bid ratio can be adjusted lower, such as 0.7; if the conversion rate is poor from 3 to 5 a.m., the promotion can be stopped.

● Regional dimension: This is easy to understand, that is, setting different promotion plans for different regions.

For example, if a product is to be promoted in Hebei and Shanxi, two promotion plans can be set up for these two regions.

● Intention dimension: It is divided into three stages: problem discovery, solution seeking, and franchise decision-making, and the intention ranges from weak to strong.

① First of all, in the problem discovery phase, when users have certain needs, they will actively collect information related to the needs. If users are interested in joining the Mango Pudding franchise, they will search for keywords such as Mango Pudding franchise store and Mango Pudding store franchise.

② Next, let’s look at the solution-seeking stage. After users obtain the information they want, they will look for solutions, either by asking friends or using search engines. For example, after users understand the basic information about mango pudding franchising, they will be eager to find a solution and will search for keywords such as how to join mango pudding franchising, how much does it cost to join mango pudding franchising, etc.

③Finally, in the purchase intention stage, the user has decided to join Mango Pudding Shop, but is still a little hesitant. He must shop around and evaluate the reputation and strength of the company. For example, users may search for keywords such as ranking of mango pudding shops and how about joining a certain mango franchise.

3. Bidding Promotion Unit Level

1. Ideas for building promotion units

After talking about the specific operations and strategies of each dimension, let’s talk about account segmentation. This is an inevitable process for setting up an account. Simply put, word segmentation is to further subdivide the dimension of the promotion plan and assign keywords to each promotion unit according to their part of speech.

When setting up the promotion unit, please note:

Business types that are similar, parts of speech that are the same, and intentions that are consistent are placed in the same unit to ensure the fluency of the creative ideas. The units are divided according to the parts of speech. The units can be roughly divided into four parts of speech: verbs, question words, nouns, and short sentences.

example:

4. Bidding Promotion Keyword Level

1. Ideas for adding keywords

Keywords are indispensable when building an account, so let’s take a look at the ways to obtain keywords!

● Use the keyword planner tool that comes with Baidu backend to obtain keywords, and you can query all kinds of keywords you want to obtain.

● Use various keyword search tools to obtain keywords. Such as 5118, Aizhan SEO , etc.

● Use the search term report to add high-matching and high-quality search terms.

…

5. Bidding Promotion Creativity & Landing Page

1. Creativity & Landing Page Building Ideas

The promotion plan, units, and keywords have been created, the regions and time periods have been set, and the account has been basically set up. But I always feel like something is missing, what is it?

Yes, it is the creative and landing page. Write the corresponding creative for the unit (now you understand the importance of word segmentation), and set up the corresponding landing page for the keyword.

Creativity is to attract users through words and styles, making them feel that clicking on your ads can make them money, gain benefits, or help them solve problems.

Writing creative ideas is not about self-satisfaction. If you say you are good, how can you prove that you are good? After all, everyone says they are good. Therefore, creative ideas should be written from the user's perspective. Imagine his current situation and write targeted and appropriate creative ideas.

A landing page is a website that attracts users through page design and articles, allowing users to get the answers they want when they enter your website. Therefore, the design of the landing page must meet the user's search needs, give him what he wants to see, hit his pain points, and set up a conversion channel to guide users to consult and thus complete the conversion.

Once you’ve written your creative and set up your landing page, you’re done with the basics of setting up your account.

Finally, what I want to say is that account building is not blind. You can’t just do what others do. You must have your own ideas and formulate a good account strategy so that the subsequent optimization and adjustment work will be easier.

Author: Houchang College

Source: Houchang College