"Academic Education" Baidu bidding replicable optimization methodology

The academic education industry is a relatively subdivided industry in the current education industry, which includes many business systems, including upgrading to higher vocational college, junior college, undergraduate, and graduate school. At present, the entire industry is very mature, and some well-known listed brands have emerged. The competition is getting more and more intense now.

Despite this, market demand remains huge, especially in first- and second-tier cities, where the demand for academic qualifications has always been very high. As far as academic education is concerned, search traffic is currently on a downward trend, and more and more advertisers are beginning to focus on information flow advertising. In this situation, how can we increase the volume through search bidding? In this article, the author shares the method.

Part 1: Account Building and Setup

As far as academic education is concerned, the most popular form of academic improvement in the market is still undergraduate degree improvement. There are many forms of academic improvement, including self-study, adult education, online education and national universities. The first step is to find the words. According to the above format, you can look for words in Baidu Promotion Keyword Planner. After finding them, you can build an account according to business and part of speech. Specifically, you can:

Plan 01: Self-study institution fee plan pc

Plan 02: Self-study college professional plan PC

Plan 03: Self-study time course plan pc

Plan 04: Self-study comprehensive traffic plan PC

Plan 05: Self-study industry fixed investment plan PC

Plan 06: Adult Education Institution Fee Plan pc

And so on, one business has 5 plans, 4 businesses have 20 plans...

Finally, Plan 40: China Development Bank Comprehensive Flow Plan

This method is to separate the business by plan, and combine the keywords of each plan into units according to the part of speech, that is, the plan separates the business, and the unit separates the part of speech.

Then separate the PC and mobile. The separation method is very simple. After setting up the PC plan, copy a set of settings and give priority to mobile devices. This is how to set up an account. Other friends may have other methods, and they are all acceptable. There are many ways to build an account, as long as the structure is clear, no one method is necessarily better.

After the account is set up, the next step is to set matches and bids for keywords. Generally speaking, the initial bid and match should be conservative. The matching mode can be phrase matching. The bid should be priced according to the part of speech. The price of high-intent words such as institutional fees should be higher, and the price of time courses and other parts of speech should be lower. Try it step by step based on the part of speech.

After completing this setup, run for a week. Afterwards, the price of words that are not shown in the data will be increased, and the price of words with poor word nature and high bids in the early stage will be reduced. One increase and one decrease can optimize the average price so that the average price of the account will not be too high. In addition, you need to add a suffix to each keyword link at the beginning of the construction to facilitate the creation of a keyword conversion table later. Adjust the price based on the conversion of the words in the keyword conversion table and adjust according to the four quadrant rule.

Part 2: Frequently Asked Questions

After running for a week, you will encounter many problems. Here we summarize the related issues and give some answers.

The first problem is the small quantity.

There are many reasons for the small quantity, and there are many ways to deal with it. The first is to add words and URLs (i.e. industry fixed investment) and add word packages to increase account materials, which can effectively increase display and clicks. In addition, account matching needs to be optimized frequently. The method of optimizing matching is mainly to combine display data and search term matching. You can download a report from the assistant once every half a month to match words with 0 or low display.

You should check the negative words and business shield every month, and release the traffic that has been mistakenly killed in time.

The second problem is the high cost.

There are many reasons why the cost is high. The first is the issue of part-of-speech consumption. Can you check if the main consumer words you are currently running are intention words? If your general intention words consume a lot, it is definitely unreasonable. In terms of keyword consumption, you must ensure that the words you consume every day are words with better conversion rates and higher intentions, and you must control those words with average intentions.

As far as academic education is concerned, application, school, major, institution and fee categories are all considered relatively good words, and sometimes competitive words also work better.

The second thing is to make a keyword conversion table every week, so that you can know what words are converting in your account. So as to adjust. In actual work, it is found that many people do not make keyword conversion tables, which is actually not advisable. It is recommended to make a keyword conversion table every week. It’s also very easy to do and there are many courses available online. Due to limited space, I will not go into details here.

The third common problem is that adjustments still have no effect. At this time, we need to understand user psychology. What do users care about academic qualifications? Is it the organization or the time? Is it the cost or the difficulty? Is it the major or the school? Only if you have a deep understanding of user psychology can you create good content on the page and improve conversion rate. My suggestion is that you can communicate more with sales staff to find out what users care about.

Many bidding partners do not like to deal with sales at work, which is not good. Promotion and sales are actually mutually reinforcing, so more communication is still necessary.

In addition, according to my actual delivery, in terms of keywords, the conversion of school words and professional words in academic education is very good, which can be a breakthrough point for you.

For industry-specific investments, you can place more ads to test the effect. As long as the URL is related to the industry, it can be used for placement. Including corporate sites, personal sites, school sites and so on. Then do industry placement. Since there is no matching model, you should focus on negative words.

Part 3: Talk about the expansion method of ocpc

The above three questions are mainly about CPC adjustment, and the main points are increasing volume, controlling costs and optimizing conversation quality. This part focuses on telling you how to expand the volume of ocpc.

The first point is the issue of choosing the equipment to be deployed when doing OCPC in academic education. It is recommended to create separate packages for PC and mobile. Because the PC traffic for academic education is relatively large, we cannot give up and we can build a special PC package.

The second point is the issue of conversion sources. If you use your own site as a landing page, then choose a consulting tool. If you want to use Jimuyu as a landing page, then choose Jimuyu. Jimuyu's conversion tracking can be set up as a form submission.

Regarding the bidding for ocpc packages, there are ocpc and ecpc. For those with a general budget, ocpc is the preferred choice, and for those with a small budget, ecpc is recommended. There are many articles about ocpc and ecpc on Jiuzhilan, you can search and browse them.

Suggestions for delivery packages:

Step 1: If your account is small, with less than 10 items per day, I suggest you bind a full plan on one device first. As mentioned before, it is best to separate PC and mobile accounts when setting up an account. So here we bind the plans. For example, if you have 40 plans, 20 for PC and 20 for mobile, you can set up two delivery packages. One delivery package is bound to PC traffic and 20 PC plans, and one delivery package is bound to mobile traffic and 20 mobile plans. This is the first step.

In the second step, after these two delivery packages enter the second stage, if the effect is good and relatively stable, no adjustments are required. If the effect is unstable, or the cost is high and the volume is small, we can unbundle the higher-cost plans in the delivery package. This is called unpacking. We will first run the CPC for three days on the unbound plan, and then use them to build a delivery package. In this way, there are three packages in the account.

For ocpc, there should not be too many packages, nor too few. Generally, 3-5 packages are acceptable for a medium-sized account. The key is to see the effects of these delivery packages and then adjust them flexibly. For packages with poor performance, the three levels of planning units and keywords can be analyzed in detail. Then unpack what needs to be unpacked and pack what needs to be packed together. Because ocpc should not frequently adjust the bid and match of keywords, the focus should be on the combination of plans in the delivery package, so this also requires that the account be as clear as possible when it is initially set up.

ocpc does not recommend frequent package deletion and reconstruction, nor does it recommend returning to level 1 after level 2. Frequent deletion and creation of packages will lead to unstable traffic. Generally, you should adjust the original package first. If the effect does not work, you can create a new package. This way, the stability will be better.

The third step is to optimize the delivery package. There are many optimization points, including bid optimization, volume optimization, crowd package optimization and so on.

In terms of bidding, if there is no volume or the volume is small, you can increase the bid moderately by 5%-15%, and the number of adjustments per day should be less than or equal to 2 times, and it is best to have intervals between adjustments; in terms of volume expansion, if there is no volume, you can expand the first-level volume expansion mode. If the search terms are messy, you need to do a good job of negative words. If the negative words are done well and the matches are still messy, you need to reduce the volume expansion mode;

In terms of coefficients, after entering the second order, all coefficients under the ocpc bid will become invalid, but ecpc will only be partially invalid. When entering the second stage under ecpc, the time period coefficient, regional coefficient, device coefficient and ecpc population settings are still effective. This needs attention; the optimization of the crowd package mainly involves the construction and adjustment of the crowd package in the stargazing disk. The crowd package coefficient under ecpc can be adjusted according to the effect.

Under ocpc bidding, after the second stage, you can still adjust keyword bids and matches, but the principle is to adjust less and with a smaller adjustment range. It is recommended that the keyword bidding and matching in the second level be adjusted 1-2 times every 2-3 days, with the number of words adjusted less than or equal to 10 each time. Large accounts can adjust the number of words slightly more.

As far as academic education ocpc is concerned, the core is mainly three points: one is unpacking and combining, the second is ocpc bidding and ecpc bidding, and the third is the crowd package of the stargazing plate. If ocpc thoroughly studies these three core issues, it will be able to achieve better optimization results.

All advertising is based on data analysis, not metaphysics. These methodologies are academic education and are also suitable for other businesses. The above is just the sharing for this time. The views are for reference only. There are still many details that cannot be written out one by one due to limited space. You are also welcome to leave a message for discussion and exchange.

Author: Mubibai

Source: Mubibai