The whole idea of ​​setting up and optimizing bidding promotion accounts

1. Construction

Build plans based on the importance of different businesses and build units based on the parts of speech of a single business. For example: A, B, C, D represent the importance of different businesses, J represents the newly added word to the account, and S represents industry fixed investment. The words that are randomly matched in the account must be pulled out separately and a new plan created.

For new accounts, it is recommended to copy 4 copies of the developed words, use two different matching methods, intelligent and phrase (suitable for most industries), and place them on PC and WAP respectively. Use smart low bids or moderate bids for phrases to accumulate delivery data.

Part 2: Analysis

1. Population analysis : In-depth research on the target population and population portraits under different promotion businesses are needed to bind different plans, match different population packages, and exclude or premium populations as needed.

For example: Plan A, the target population is mainly women, the age range is concentrated between 18 and 44, and a large proportion of people are interested in medical and health care. Then you can create a new group package for this type of people in the Stargazing Plate, bind it to Plan A, and process it at a premium.

For people under the age of 18 who have no purchasing power, directly create a new population package, bind the plan, and exclude the population.

2. Data analysis : Search focuses on two indicators, CTR (click-through rate) and CVR (conversion rate).

As shown in the figure below, it is recommended to combine multiple tables into one and make a pivot table. It is convenient to read and also easy to compare the data on a month-on-month and year-on-year basis. If a novice is not clear about the daily time period traffic, add a time period report.

3. Page analysis : control variables and conduct A/B testing. Special pages and comprehensive pages, popular science pages, soft article pages and question-and-answer pages, statistics on the number of visitors, length of stay, bounce rate, conversion rate, etc.

4. Competitor analysis : Set up custom competitors in the optimization advisor and pay attention to data changes. As well as monitoring the ranking of key words in real-time promotion, the table is as follows.

And pay special attention to whether there are new competitors joining. If so, provide specific ideas and page screenshots as evidence. We will also study bidding strategies, the degree of overlap with our business, and the intensity of competition in order to differentiate ourselves from them.

3. Optimization

The purpose of optimizing an account is to control the amount of traffic, improve the quality of traffic, and reduce account costs. The following applies to the optimization ideas for the first stage of ocpc and the cpc stage:

1. Analyze the time period and regional data reports , and adjust the planned time period and regional bid coefficients.

2. Adjust keyword matching and bidding . Observe the data from the pivot table and use the four-quadrant analysis method to adjust keyword bids, matches, or corresponding pages. For words that are not consumed, in principle, match them first and then raise the price. Remember, blindly grabbing rankings is not advisable.

3. Add and delete negative words : Here is a little trick for negative words. First, do precise negative, then organize the negative words and classify them. For individual short phrase words, do extensive negative, and for frequently appearing high-traffic words, generally use precise negative. Generally speaking, a 3-star account has enough negative word slots, so you can just start from planning negative words. Negative words need to be checked regularly. The more the better is not necessarily true. Timely negative words and the release of negative words are the best strategies.

4. Creative writing : The creativity should be written around the unit keywords and company activities and benefits. Try to highlight the numbers and key points. For example: 3 methods, 980 yuan to pass the exam. Keep CTR within a reasonable range. If CTR is too low, optimize the creative ideas. If CTR is too high, close the creative ideas.

For example: the keyword "self-study exam website" contains many and diverse people, which may be accounting self-study exam, academic self-study exam, or other self-study exams, etc. At this time, the creativity must be closed, and the project services provided by yourself must be clearly written to prevent some people from entering. When a single keyword contains many businesses, or the negative word is too lethal, the connection between keywords and creativity becomes particularly important.

5. Page improvement : (taking the fan-adding industry as an example)

Keywords, creatives, and promotional pages must maintain high relevance and ensure page loading speed. An excellent page includes: reasonable layout, concise and prominent selling points, clear service information, patient guidance for users, and the company's own activities and discounts.

Common pages for increasing fans include popular science pages (use with caution, conversion rate is poor), soft article pages (currently the most commonly used in the industry, using a user or a well-known figure to tell their own personal experience to inspire user empathy), and consulting question and answer pages (the questions are interconnected and logical). You should still study pages more often, including but not limited to competitors, which can be from different industries, and discover the excellent elements in their pages (it could be a selfie video, a picture, a sentence of copy, a button color, a user comment) and adopt and borrow them.

The design and improvement of excellent pages come from the control of aesthetics and the accumulation of experience, and there is no universal methodology.

6. Traffic structure optimization :

01. Based on the strength of the user’s search intention (taking a certain project as an example)

Category A has strong intentions: brand, project, price/cost, treatment/repair, etc.; these words are essential for an account and account for the largest share of consumption, but the competition for these words is also the most intense; Category B has medium intentions: symptoms, concept definitions, what to do, reasons. These words have a lot of traffic, and their conversion and motivation intentions are slightly weaker than Category A; Category C has low intentions: hazards, side effects, folk remedies/tricks/tricks, eating/drinking, and specific mild symptoms. Category C is characterized by a lot of and diverse traffic, and can be used as supplementary traffic.

An excellent account controls more than 60% of Class A traffic, more than 30% of Class B traffic, and less than 10% of Class C traffic. Therefore, if the traffic is sufficient, continuously obtain Class A traffic and control Class C traffic to achieve the controlled traffic number.

02. Based on user attributes

This area requires coordination with the sales team and long-term tracking to determine the gender, age group, region, search terms, and traffic acquisition time period of the users who have completed the transaction, so as to provide ideas for the next step of promotion.

7. Other details optimization : If you have sufficient traffic, it is recommended to turn off all switches in the account settings, and it is also recommended to turn off the personalized recommendation switch in the plan settings.

8. Other methods of cost control : If there is an estimated situation of word-brushing (one or several search terms in the account are accurate, the number of clicks is higher than usual, the consumption is higher, and there is no conversion, it is very likely that the word-brushing is taking place), suspend the corresponding keywords in the account in time, and check whether it is correct at the planning level. Sometimes, occasional cost fluctuations are normal, and bidders are advised to develop the habit of checking the Baidu Index regularly.

Four: ocpc

First of all, I would like to say that my big search account has hardly made any major adjustments from material construction to ocpc level 2, and the traffic is basically stable. The experience is as follows:

1. For small-budget households, new households and unstable accounts, it is recommended to use low-cost smart matching and partial smart matching core word and phrase matching, and run CPC or ECPC. ECPC general premium coefficient reference setting value: [minimum premium coefficient 0.3~0.5 to maximum premium coefficient 2~3]

2. For ocpc to enter the second stage, the account structure must be clear , the cpc must run well, and the modeling must be very stable. If the traffic is sufficient, it is strongly recommended to use a threshold of >10 per day for 3 consecutive days. If this does not work, consider other thresholds.

3. Create a delivery package : When creating a delivery package, create packages for PC and WAP separately. Do not skip data accumulation for large searches. It is best to set a target bid that floats upward by 10% to 20% based on a reasonable cost. For automatic expansion, first select balanced expansion and observe the traffic situation. Ignore the intelligent addition of words in the early stage and turn it on in the later stage. Select the entire account for the effective range first, and then go all out to sprint to the second stage of ocpc.

4. Splitting of delivery packages : After reaching the second stage of ocpc, if the planned data volume can meet the standard, the delivery packages must be separated, because not all planned costs are the same, and not all planned keywords match the same traffic. If the core traffic and potential traffic are bound together, it will be unfavorable for bidding.

Here the author provides a splitting method (not suitable for everyone, it depends on the actual situation) to put the same type of traffic together, high-quality traffic, active expansion, high bid, medium-quality traffic, balanced expansion, medium bid, low-quality traffic, conservative expansion, low bid. Observe the effect after splitting. If the delivery package is still too large, continue splitting. The delivery package must be continuously refined from large to small.

5. Finally, remember the second level of ocpc. Every adjustment may have a big impact on your account . If you must make adjustments, please try the two adjustments of large-volume mode and conversion cost bidding first. If it doesn't work, add a new plan to the account and re-model it. Don't delete the package easily.

Summarize :

Today's bidding promotion has reached 4.0. From keyword selection, individual creative writing, picture production, to landing page planning, every detail must be controlled. The improvement of a single detail may not have an immediate effect, but the accumulation of quantitative changes will eventually lead to qualitative changes.

By repeating simple things over and over again over time, you will naturally have a comprehensive understanding of promotion, so that no matter which link has problems, they can be solved quickly. The above are just my own experiences and opinions. If there are any inaccuracies, please give me your guidance and criticism so that we can make progress together!

author: Frank

Source: Houchang College