How to do bidding promotion? Here’s a universal method!

Many readers left messages in the background saying: After doing bidding for so long, I still don’t know how to do bidding promotion ? Regarding how to do bidding promotion, Qingguajun thinks that this universal method can help you conquer the entire industry.

Next, let’s talk about how to do bidding promotion.

Step 1: Project Analysis

When I took over this project, the first thing I did was to conduct a detailed analysis of the project.

Because I need to know:

▲ What groups of people do I want to show?

How should I make them see me?

How should I convert these people?

These issues are the prerequisites for bidding promotion.

1. Crowd analysis

Bidding is a game of spending money to buy traffic. So, the first thing I need to do is to understand who my target users are and what characteristics they have.

▲ Generally speaking, I will first analyze the population according to nine factors: time period, region, device, gender, age, education, occupation, income, and interests and hobbies.

▲ After the analysis, classification is carried out according to the characteristics of the target population, search behavior, and geographical distribution.

In this way, the account building in the later stage will be clearer.

For example, the picture below is the population analysis I did for the "website construction" project.

2. Demand Analysis

Behind each group of people lies a set of needs. If you want to attract this group of people, you must first satisfy them.

The application rate of user demand in the later stage is also extremely high. For example, keyword selection, bidding and matching, and even creative writing, page planning and sales conversion will be applied to user needs.

My approach to user needs analysis is as follows:

If I have account data, I will infer the hidden needs based on the visitor's search terms.

(1) Download a month’s search term report first

(2) Open and analyze the report and list as many useful words as possible.

(3) Analyze each word: what he wants to see and what he is interested in

If there is no account, I will infer the user's needs based on the following three methods.

(1)Customer service. Customer service is the place closest to users. In the absence of data, I will first consult customer service: "The issues that users care about most" to determine the main needs of users.

(2) Drop-down box and related search. Secondly, I will judge user needs based on the words recommended by Baidu drop-down box and related searches.

(3) Baidu Index. I have to say that Baidu Index is also very powerful. It will recommend you the most recent hot search terms based on your keywords. Therefore, it is also one of my must-have choices.

The picture below is the result of my final analysis.

3. Product analysis

Know yourself and know your enemy, and you can fight a hundred battles with no danger of defeat. Only when you know your product well enough can you sell it better.

Product analysis is both a process of understanding the product and a process of analyzing the product’s selling points.

Step 2: Develop an account promotion strategy

After understanding the product, the target audience and the needs, I will formulate a promotion strategy based on this information.

The essence of bidding is traffic, and the purpose of formulating account strategies is nothing more than to enable us to better manage accounts and control traffic.

When formulating promotion strategies, I will base them on these five points.

1. Determine the time period ratio

Which time period has more traffic? Which time period has less traffic? Which time period has better conversion? Which time period has worse conversion?

If the budget is sufficient, deliver the campaign throughout the day; if the budget is insufficient, focus on delivering the campaign.

2. Determine the equipment ratio

Is there more traffic from PC searches or mobile searches?

3. Determine the regional proportion

Where are the target users mainly active?

If it is a multi-region promotion, I will divide it into "key areas" and "non-key areas".

4. Determine the budget ratio

The budget, to a large extent, determines what kind of promotion strategy we adopt.

The picture below is a strategy I have already developed.

Since the budget is only 1,000 yuan, a "precision strategy" is adopted. Choose words and bid in a targeted manner to avoid wasting traffic.

Many people may not know how to formulate an account strategy. Here, we have developed an "account strategy template" based on the situations of most accounts for your reference.

Step 3: Build an account structure

After formulating the promotion strategy, you need to build an account based on the strategy. A reasonable account structure can make our operations more efficient.

The picture below is the account building template we have summarized after long-term bidding promotion. We bring it out here for everyone to refer to.

Step 4: Keyword Classification

After the account structure is built, I will first segment the words according to each plan and unit, and then further classify and bid according to the user's purchase process to determine the matching method.

The above is the completion of the entire account structure.

Step 5: Landing page creation

Once the account is set up, you will need to write creative ideas and create landing pages for each unit of speech.

We won’t go into detail here, there are many techniques on the Internet that you can use for reference.

I only have two suggestions:

1. Before you have a professional team, it is recommended that you imitate your competitors for your landing page.

2. I would like to recommend the landing page building platform "LuKe" to everyone. The LuKe marketing platform has hundreds of marketing landing page templates, covering all industries. In addition, you can also customize and build your own marketing landing page.

Step 6: Data effect statistics

After completing the above analysis, you only need to promptly optimize the direction based on the data effect feedback.

In the early stage of account promotion, the data may not fluctuate much. In the first week, we only need to pay attention to analyzing the search term report.

Download the search term report every day, analyze it, and divide the keywords into four categories. Then, according to the following four situations, adjust the direction in time and make targeted optimization.

In the later stage of promotion, we can check account problems based on user behavior models.

The user's entire behavior from the search engine entrance to the official website landing page transaction is a series of processes, and it is also measured by different keywords and different measurement indicators.

The figure below is our summary of the factors that affect each user process. You can make corresponding optimizations.

At this point, the entire project promotion is completed.

But that’s not the end. This article only helps us establish a complete bidding promotion system, and later we need to control the bidding effect in detail.

Traffic layout, bidding, matching, cost...

No matter what stage you are in, whether you are a novice or a veteran, you should be results-oriented rather than just focusing on the present.

Author: Xiaolujun

Source: Xiaolujun