How can a novice do a good job in business promotion?

Judging from the current situation, the main problem that enterprises face in Baidu promotion is: the increase in the cost of single promotion . As the traffic dividend has been exhausted and the promotion costs have gradually increased, many companies regard Baidu promotion as a tool to burn money. There are many factors that lead to this "high input, low output" situation, and it is even very likely that the company's promotion executives lack a systematic and professional understanding and operation of Baidu promotion. Too many operators do not understand accounts, let alone how to save costs . They often consider issues from the perspective of the boss: if the return on investment is high, then continue next year; if the income is not enough to cover the expenses, then do not invest or invest less.

1. Keyword Analysis

Many corporate clients lack keyword analysis . This step is often completed directly by the promotion customer service and then imported into the promotion account. The promotion customer service staff cannot fully understand the company's products like you do. Their method of selecting keywords is single, and they basically focus on the keywords recommended by the system. The keywords recommended by the system based on large industry data may not necessarily be suitable for specific companies. This will cause many keywords in your account to be invalid, and there may not be a single click in a year.

You need to analyze based on your company's own products and services, and use 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 conversions . Then build your own vocabulary library . The vocabulary library is changeable and can be added and deleted in real time.

2. Reasonable grouping of keywords

After selecting a lot of keywords, you should group them reasonably . The principle of grouping is to group the keywords with strong relevance together . This will be beneficial for later maintenance and management both in terms of account optimization and management. Create a tree directory and keep a copy in the spreadsheet at the same time. Remember not to implement extensive grouping. Many messy classifications will lead to low quality of account keywords, which will not only result in high click costs but also be difficult to manage. There are also many dimensions for keyword grouping, which can be roughly divided into the following categories:

1. Classify keywords and create groups for products .

If there are 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.

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

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

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?

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 relying on up and down advertising helped me save tens of thousands of dollars.

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.

Author: Xiaoyang

Source: Zhihu