Baidu search promotion optimization detailed explanation!

Today, I will share with you the introductory knowledge points of search promotion and SEM optimization. I will explain from several aspects, including ad retrieval, how to buy words, how to place ads, optimization logic, and oCPC logic. I will cite common scenarios in work and interpret them twice in combination with video content to help you digest and understand the theoretical knowledge.

This article outlines:

1. What is search promotion?

2. Minimum element: keywords

3. SEM delivery: targeting - bidding - creativity - landing page - conversion

4. oCPC is not mysterious

5. Interpretation of common problems in work

1. What is Baidu search promotion ?

To make it easier for everyone to understand, we use a simple diagram to analyze

User perspective:

Bidder’s perspective:

How does [search term] make an ad appear?

Search Ads Retrieval Process:

2. Minimum element: keywords

Concept of words: search terms, keywords, negative keywords

In search promotion, after setting keywords and other materials and starting delivery, corresponding search terms will be generated. If the users behind the search terms are not the advertiser's target audience, negative words can be added to avoid showing ads to non-target audiences.

Search term: When users have questions or needs, they will search for a term in Baidu's search box. The term searched by the user is called a "search term." Search terms have no concept of matching patterns.

Keywords: words added by the company to the account in order to locate the target users. Keywords have matching patterns. The same keyword literal uses different matching patterns, and the targeting range will be different.

Negative keywords: added by the company to exclude certain search users. Negative keywords also have matching patterns.

Good [keywords] come from understanding customers

A good account structure can make subsequent optimization more efficient.

01. Do you really understand customer analysis?

02. Key points for buying words: same part of speech, similar meaning, within 15 words

For a promotion optimizer, account structure is the most basic step in search promotion. Different optimizers will choose different aggregation methods according to their own habits, mostly: build according to product business, build according to promotion area, build according to sales stage, build according to delivery channel, etc. Based on delivery performance, we recommend the following account structure building ideas.

Appendix: Keyword types + buying suggestions

03. Account building - different responses based on budget

There are many methods and techniques for promotion optimization in the market. Among them, the impact of [Account Budget] × [Bidding Strategy] on account construction is particularly important. Here are two common account explanations:

3. SEM delivery: targeting - bidding - creativity - landing page - conversion

[Targeting] Expand the targeting scope to obtain sufficient traffic and make good use of auxiliary targeting to improve CVR

[Bidding] oCPC smart bidding helps optimizers say goodbye to the heavy workload of CPC bidding

oCPC: The system automatically bids based on the conversion cost; CTR*CVR*conversion target bidding.

CPC: manual bidding based on keywords; CTR*click bidding.

Appendix: There are 3 bidding methods, customers can use them as needed.

【Creativity】Basic creativity and rich components are superimposed, and the system's dynamic assembly helps improve efficiency

[Simulation and Practice] Words + Creativity: Good keyword construction lays the foundation for creative optimization

Regardless of the method used to build the account, the keywords in the same unit need to follow the principle of "same part of speech and similar semantics" to lay the foundation for creative optimization.

Appendix: Creative Optimization Techniques - Structuring Copywriting from the User's Perspective

Consumer decision-making process: induce purchase → collect information → evaluate options → decide to purchase → post-purchase behavior

Process characteristics: purposefulness, process periodicity, subject demand, complexity, scenario

Product selling points: What are the selling points and functions of the product?

Actual benefits: What benefits can this selling point bring to me?

Achieve goals: What goals can this benefit help me achieve?

Consumer Values: Why do I care about this goal?

【SEM Delivery】What is a good advertising landing page?

A good landing page needs to meet four indicators:

[Simulation and Practice] Words + creativity + landing page: full chain relevance to ensure effect

When the customer's delivery effect deteriorates, what else can the optimizer do besides matching relevance, increasing bids, and complaining about abnormal traffic?

[Conversion] Classic marketing funnel: optimization from targeting to conversion

【Theory*Product】Make full use of delivery capabilities to form a complete SEM effect optimization path

4. oCPC is not mysterious

Search oCPC product logic:

oCPC is the CPC after "optimization": based on the advertiser's bid, based on multi-dimensional, real-time feedback and historically accumulated data, and intelligently and dynamically adjust the bid according to the estimated conversion rate and competitive environment, thereby optimizing the advertising ranking, helping advertisers to compete for the most suitable traffic and control conversion costs.

Search OCPC's dependence on people:

OCPC is not replacing or taking away SEM's work. SEM is still important, but humans and machines need to re-coordinate and divide the work, and change the optimization methodology.

15% of search terms enter and exit the search engine every day, and the workload of manual post-verification is huge. The machine takes over the intelligent bidding work through learning and calculation, and performs intelligent expansion based on the optimizer's optimized expression.

The impact of CPC → oCPC on SEM optimization:

CPC bidding is a traditional SEM method. The key points of delivery and optimization are:

【Keywords】【Matching mode】【Bidding】【Landing page】【Negative words】These five links have the greatest impact on the results.

oCPC bidding has become more and more mainstream in recent years, and product capabilities and optimization techniques have become more mature:

【Keywords】【Cost】【Creativity】【Landing Page】【Conversion Data】These five links have the greatest impact on the results.

SEM optimization: the idea remains unchanged, the method is fine-tuned

5. Interpretation of Common Questions

Author: Little Sun

Source: Baidu Beijing Marketing Center

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