Today, I will share with you how a novice can build an account. The idea of ​​building a plan and an account is basically the same, but the account may focus on more dimensions. Without further ado, let’s get started.

Our account hierarchy can be roughly divided as follows: Account > Plan > Unit > Keywords and Creatives.

1. Account Settings

1. Account level

At the account level we can make some settings:

Customer rights: Customers are divided into different star levels based on their average annual daily consumption. The rights and interests such as the total number of plans and total number of keywords are different for different star levels.

Budget: This refers to our daily consumption. There are unlimited budget and daily budget. The minimum daily budget setting is 50.

Promotion area: It refers to the promotion scope of our account. You can specify a region or set all regions, accurate to the city level.

In addition, there are some settings at the account level, such as search intent positioning, Baidu Tieba traffic, search partner network, target customer follow-up, and other intelligent delivery settings, which are basically not necessary to turn on.

2. Planning level

There are many things to set up at this level, so you need to be careful.

Daily budget: When the planned budget and account budget are set at the same time, the planned budget shall prevail; the consumption of this plan can be controlled.

Device type: Mobile devices first and Computer devices first. Once set, it cannot be changed. When mobile devices are prioritized, you can set the bid coefficient for computer devices to control the consumption of computer devices; when computer devices are prioritized, you can control the bid coefficient for mobile devices.

Bid ratio: Without considering other coefficients, this coefficient can be used to control the consumption of mobile or computer devices; mobile devices are given priority, and the computer bid coefficient is set to 0.1 to maximize the control of computer device consumption; computer devices are given priority, and the mobile bid coefficient is set to 0.1 to maximize the control of mobile device consumption, but the general coefficient will be greater than or equal to 1; when the bid coefficient is 1, the bids of computers and mobile devices are the same.

Enable/Pause: Controls whether the plan is on or off.

Creative display: optimization and rotation. Generally, optimization is used; if you want to test the creativity, you can also use rotation testing.

Promotion business: that is, the industry to which your product belongs. Click this option and you can directly enter the search above.

Promotion period: the time period during which the account is online.

Promotional region: There are two options, using the account promotion region or the designated region. If the account promotion region is used, it is consistent with the account promotion region. If the designated region is used, it is inconsistent with the account level. In this case, the regional scope of the execution plan level is used.

Negative keywords: Negative keywords and precise negative keywords are used to block invalid keywords. The number depends on the rights and interests of the account. Negative keywords mean that as long as the search term contains negative keywords, our ads will not be triggered. Precise negative keywords, when the search term and precise negative keywords are exactly the same, our ads will not be triggered. Newbies should use more precise negative keywords and less negative keywords to avoid blocking their own traffic due to unfamiliarity with the business.

3. Unit level

There are many similarities between the unit-level settings and the plan-level settings. The only difference is the order of execution.

2. Keywords

1. Expand words

There are many tools for expanding keywords, such as the keyword planner that comes with Baidu, which we often use. It generally recommends more accurate keywords.

There is also 5118, which is a paid software. You can only download 100 of them for free. This tool can also expand many words, including some long-tail words. If you use this tool, I suggest you go to Taobao and find someone to download it for you for a few dollars. It is much more cost-effective than buying a membership.

Drop-down word. We open Baidu on our mobile phone, enter the product, and some keywords will automatically pop up below. This is also one of our ways to expand our keyword base.

Search term. We can also export the search terms in the account. These terms are all those with recent user activity.

2. Participle

A word segmentation tool is needed here. You can ask for it in various groups, or send me a private message.

Generally speaking, keywords can be roughly divided into these categories: brand words, industry words, product words, general words, and competitor words. Based on these major categories, we can further subdivide the keywords according to parts of speech, such as nouns, verbs, question words, and long-tail words. We can also divide them according to the stage of population demand, such as decision-making stage, comparison stage, understanding stage, and budding stage. The advantage of this division is that the keywords of each unit of each plan are population-specific, which also facilitates the later writing of creative ideas, data collation, and analysis. The best thing is to combine the two methods. For some industries, the workload may be a bit large, but only when the foundation is laid can the building above be stable. Don't be bothered by it.

3. Keyword suffix

After the keywords are divided, each keyword should be given an "identity card" - the keyword suffix.

It can be a pattern like this: link #BD-YD-CP-0001CP=key00001. You can add it according to your preferences and convenience. We can perform batch operations in Excel for this process.

The purpose of adding a suffix is ​​to let us know more clearly which planning unit, project or product our conversation comes from, whether it is a brand word or an industry word, and whether the search word is related to our keyword. If not, we can directly modify the matching method of the word; it is also convenient for our data collation and analysis later.

4. Write creative ideas

After uploading the keywords, we need to start writing our creative ideas. I will share a few ideas I used for writing creative ideas for your reference.

(1) You can refer to the ideas of your peers, but don’t copy them. Instead, refine them with your own talent.

(2) Write according to the stage of people’s needs. People in the decision-making stage may focus on quality and technology; people in the comparison stage will pay more attention to the differences between products and which one is more likely to win in comparison. People in the understanding stage will pay more attention to the price, effect, etc. of the product; people in the budding stage want to know what it is and what it is used for. When we write, we can write around these aspects, which will be more targeted.

(3) When writing creative ideas, it is best to be realistic. It is okay to exaggerate a little, but do not exaggerate. More importantly, do not violate advertising laws and some banned words.

The above is a general workflow for setting up an account. Issues such as how to segment keywords, keyword bidding and matching methods, etc., which have not yet been discussed, are more important and I will share them with you in the next few articles.

Author: Yihan

Source: Bidding Stories (ZYYSEM)