Baidu bidding promotion ranking rules!

Many times, bidding accounts have to face the daily total budget limit to allocate the daily expenses of each plan. When the budget of each plan is insufficient under such circumstances, the ad display will be offline prematurely. When we have no ad display, the effect will be gone, so reasonable allocation is a necessary optimization measure.

There is no analysis of the genetic environment of product attributes and no consideration of budget costs; the system recommends keywords based on large industry data, which may not necessarily be suitable for all business dimensions. For this reason, many keywords in your account will inevitably be invalid, and there may not be a single click chance in a year. How can they be effective? In view of this phenomenon, which results in "high input and low output", who should bear the consequences?

Keywords are the internal core of SEM bidding promotion. In the bidding promotion process, there are indeed countless words that are effective or converted, so the selection of keywords is very important. We can add words through search term reports, consulting data or SEO data to derive valuable and accurate keywords based on user needs and concerns.

As a business operations officer, you need to conduct in-depth analysis based on the attributes of your company's products and service advantages. You should be good at using brainstorming + keyword analysis tools to thoroughly measure whether each keyword added to the account will bring benefits to the company's performance. The choice of keywords should be precise rather than quantitative. Make sure that the keywords left in the account have clicks and high conversion rates . Then build a vocabulary library belonging to the corporate account itself . The vocabulary library needs to be changed frequently, and additions and deletions should be made according to real-time changes. If we achieve this level of operation, will the promotion be inefficient?

2. Learn to manage keywords and group them reasonably

If you carry out promotion for a long time, it is inevitable that a large number of keywords will be accumulated. If there are too many keyword inventories, they should be managed systematically and grouped reasonably . The principle of keyword grouping is to group keywords with equal or similar relevance strength . Enabling reasonable keyword grouping is beneficial to later maintenance and management both in terms of account optimization and vocabulary management. If your ability allows, it is best to create a tree directory , and you can also keep a copy in the spreadsheet at the same time. Remember not to implement extensive grouping management of keywords. Archiving too many messy categories together will result in the quality of account keywords not being improved, which will not only lead to high click prices but will also be very troublesome to manage. There are many dimensions for keyword grouping, which can be roughly divided into the following categories:

1. Classify keywords and create groups for products .

If a company has multiple product lines, then each product line will naturally form a set of keywords, and different products will correspond to different slogans and product description pages to establish classifications and clear group management.

2. Create groups based on keyword delivery areas .

If you are bidding on overseas keywords, there may be differences in language versions of keywords in different countries. Even if you are doing domestic promotion, in different provinces, considering the different market areas and branches, you can also create grouped keywords and then use different slogans.

3. Create groups based on keyword delivery time .

For example, if no one responds on weekends and holidays, you can reduce the keyword density or set keywords for seasonal promotions.

4. Create groups for keyword budget .

Manage expensive keywords separately, focusing on monitoring costs and malicious clicks.

5. Create groups based on the amount of traffic brought by keywords .

Keyword traffic is divided into high-traffic keywords and low-traffic keywords. High-traffic keywords will definitely cost money. If the cost is limited, give priority to low-traffic keywords.

6. Create groups based on the keywords and corresponding purchase intentions .

You can create corresponding advertising campaigns and advertising groups based on the degree of user purchasing intention and manage keywords. You can also group keywords by analyzing the modifiers used in user searches.

3. Writing of creativity and description

In addition to problems with the account itself, the page also has a problem with the bounce rate. The design of the page is not a problem, but bidding promotions often result in no dialogue when clicked, and the page opens and then leaves, so different keywords are also necessary for page refinement.

When the page match is high, the account bounce rate will naturally decrease. When marketing customer service is coming up with keyword ideas, they usually use a template, which can indeed save a lot of time.

It is more efficient to create creative ideas through templates, but the results are not satisfactory. Since it is called creativity, it must have a certain degree of novelty.

Only by attracting users' attention can you increase your click-through rate. Even if you are not ranked first, good creative may encourage users to click on your ad, thereby reducing costs.

The correct approach is to carefully write creative ideas for each keyword . When writing each idea, you should check how your competitors write it and how you can make your ad stand out. This is a question worth thinking about and a very critical issue.

For the description, this short summary sentence must accurately describe the advantages of your product, appropriately highlight the advantages, and pay attention to how your competitors reasonably highlight the advantages .

No matter which display method is used, it is necessary to ensure that it is a complete sentence when displayed. It is better to add some words that stimulate clicks .

4. Landing Page Selection

In addition to being relevant to the customer landing page, it also needs to attract users, capture their needs, and make users see and want to generate consulting behavior. The website must also open quickly, otherwise users will not have the patience to wait.

Some companies have done Baidu promotion , but have not done a good job of keyword landing pages. Baidu promotion landing page is a key factor influencing conversion. When users come to the promotion landing page through advertising slogans, it proves that the user already has the intention to buy. At this time, how to choose the promotion landing page becomes particularly important.

If the landing page does not open quickly, it often fails to open, which will definitely cause unnecessary losses. Ads need to bring the right people to the right page to be considered qualified.

The user's search habit is to view the information according to their needs after entering the landing page. If it is not suitable, they may immediately leave the landing page and return to the search engine to continue searching.

When many companies promote their products, they indiscriminately direct traffic to the official homepage. If potential customers cannot find what they need on the first screen, they are likely to jump out immediately. The landing page needs to provide activities or words with sufficient marketing power. If it fails to capture the user’s heart and dispel their doubts, why would the user choose your product?

Old customers enter the website and leave without making a secondary conversion

The fact that an old customer enters the website for the second time through promotion shows that he has a certain degree of trust in the website and is relatively satisfied with the products and after-sales service. So what are his purposes for entering the website?

1. Check whether the company has any recent discounted products and new services; the website can regularly organize some promotional activities to satisfy these customers and attract them to buy again.

2. New business expansion requires new products; if the product price is right for this part of customers, conversion can be generated. In order to reduce costs, these customers will compare the prices and services of products in the same industry with ours. Once the prices in the same industry are low, these customers may be lost. At this time, we must increase the added value of the products, which is also the necessity of product and service differentiation.

New customers visit the promotion page and leave without generating any consultation conversions

When new customers choose unfamiliar products, they will generally examine the product's price, brand, after-sales service, and credibility. The price and brand of the product are particularly sensitive here. When the product price has no advantage, the brand awareness is not high, and customers do not trust the after-sales service, customers will easily choose to leave. So how to solve this problem? The editor believes that we can create higher value for our products to attract customers; customize the most cost-effective solutions for customers; provide preferential policies for new customers so that they feel that choosing our products is worth the money, and then we can reach one or more cooperation agreements.

The promotion page is not what the customer needs

When users click on a keyword promotion page and the page does not meet their needs, they will leave without hesitation. This requires that the promotion page be highly relevant to the promoted keywords, reject clickbait titles, and meet the needs of most users. So are all needs met? The answer is no. One page cannot meet the diversity needs. When the content of the promotion page is not what the user wants, we can guide other users to other pages.

There are only two aspects to choose from when choosing a landing page: inner pages and homepages. Information is provided to users through these two pages. Inner pages are for long-tail keywords, and homepages are for core keywords . Why do I say that? The most fundamental thing about promotion is the combination of keywords. Select keywords through product positioning and place them. Integrate many keywords and place keywords that represent the same meaning on the same landing page . This is the relationship between keywords and landing pages.

At the same time, it is recommended that companies create special pages to promote their specialty products. The creation of the page requires an understanding of all aspects of your customer base, which will not be elaborated here.

5. Analyze data and make timely adjustments

After Baidu promotion goes online, do daily monitoring , such as consumption, clicks, bounce rate and other data. The more detailed the statistical analysis, the more thorough and faster you can find the factors affecting the analysis results. Data analysis is the most easily overlooked link and also the most difficult link for novices. Many executives only focus on changes in keyword bids and visitor numbers (increase or decrease), and rarely analyze the factors that cause visitor changes.

When doing Baidu promotion, the three main indicators to consider are: display volume, click-through rate, and conversion rate . The combination of display volume and click-through rate can improve the conversion rate, so let’s analyze the display volume and click-through rate below.

If the display volume of a word is too low, how should we find out the reason?

First, we need to look at the popularity of keywords . You can easily obtain keyword popularity or search volume data in Baidu Index and Sales Tips. Take "website construction" as an example. After checking, it was found that this word is indeed very popular .

If we place an ad for this word and the impressions are small, there can only be one reason: our bid is too low and the ranking is too low to get impressions. At this time, we'd better search the word ourselves to see where our promotion ranks. If we are not on the first three pages, we'd better increase the bid significantly. After modifying the bid, it is best to look at our ranking again to ensure that we appear in a position with a greater chance of being displayed.

What if the keyword itself is not very popular or is an unpopular word? Generally speaking, the competition for unpopular words is not high, which means that unpopular words can get a very high position with a relatively low bid.

For such words, if we are not in the top three, we will not be displayed at all. Therefore, when we encounter such a word, we should not think too much. Either increase the price to get into the top three, or delete the word directly.

After we solve the problem of low keyword display volume, we may encounter a situation like this: the display volume of a certain word is quite large, but the click-through rate is too low . How to analyze and solve this situation?

First, we need to look at the promotion ranking. Maybe our bid is already high and the ranking has reached the first page, but we also have to consider the issue of visual hotspots.

Generally speaking, the click-through rate of hot spots is indeed higher than that of non-hot spots.

Second, if we cannot seize the hot area, what we can do is to optimize the creativity, that is, our slogan. The promotional title is those 20 or so words. You should integrate keywords into the title and make it appealing to customers.

6. The Secret of Up and Down Advertising

What secrets are there in placing and unplacing advertisements? If there is money, they will be placed on the platform; if there is no money, they will be removed. This is set by the system. Many people should think that there is no big problem. If you think so, you are totally wrong. I tested it for about a month and saved tens of thousands of dollars by putting up and down ads.

I will tell you how to achieve it: first determine which time period is the peak traffic period , and adjust the price to a suitable value half an hour before the peak traffic period to ensure that there is enough traffic. When it reaches the peak period, if the traffic increases significantly as shown by the platform or other statistical codes, lower the price immediately. After a few minutes, you will find that although the traffic has increased, the money is definitely spent much less than before.

Why is this so? First, if you are ranked third and you lower the price, the system will record your click price in real time, but the ranking is cached to a certain extent, and it will automatically re-rank after a few minutes. In other words, by using high rankings, you can get more clicks at a lower cost.

The above six steps briefly explain the general process of Baidu promotion and how to save money. As long as novices do each step well and pay attention to every detail, they will be able to master the operational procedures of Baidu promotion better and faster.