Baidu bidding promotion optimization strategy

As the market and epidemic continue to change, marketing strategies have changed, and traditional marketing methods are being iterated. I believe that a large number of people start with Baidu search promotion. Are many people troubled by Baidu's high competitiveness, high bids, and difficulty in obtaining leads? So how can we optimize to achieve twice the result with half the effort? Next, let’s take a look at how the antiseptic wood industry can achieve the goal of increasing corporate brand exposure and inquiry volume through Baidu search promotion operations!

Before we begin, everyone must first understand the meaning of “know yourself and know your enemy, and you can fight a hundred battles without danger”! Then I will introduce Baidu search promotion optimization to you from the aspects of customer background, industry and account optimization techniques.

1. Customer Background:

• Industry: Building materials industry;

• Main products: antiseptic wood logs, carbonized wood logs, and finished product wholesale (such as: pavilions, wooden houses, wooden pavilions, wooden flower stands, etc.);

• Main investment areas: Currently promoting Shijiazhuang (this industry is affected by logistics and mainly focuses on short distances);
• Enterprise strength: The enterprise has been in operation for more than 11 years, with a registered capital of 200,000 yuan, a large scale and sufficient capital chain;
• Delivery target: 1-2 leads per day, with the cost of leads controlled at RMB 150 per lead, mainly local wholesale, and no individual or single product delivery;
• Pain points of advertising: Most of the repairs are purchased by individuals, logistics costs are high, and the cost of obtaining leads is high;
• Operation model: offline marketing + online promotion;

2. Industry Overview:

• Product Introduction

Anticorrosive wood is often used in outdoor floors, engineering, landscaping, anticorrosive wood flower stands, etc., for people to rest and appreciate the natural beauty. However, with the development of science and technology, anticorrosive wood has become very environmentally friendly, so it is also often used in interior decoration, flooring and furniture. Interior decoration designers also like anticorrosive wood very much.

• It can be seen from the Baidu Index that antiseptic wood is mainly aimed at coastal cities, such as Jiangsu, Shandong, Guangdong, Zhejiang, Henan, Hebei and other places. Due to logistics and delivery issues and the scale of the company combined with the delivery promotion area, it is also anti-corrosion, moisture-proof, anti-fungal, anti-insect and ant-proof, anti-mildew and waterproof like the product.

• Through Baidu Tips, we can also fully understand the golden hours for promotion: 20:00-21:00, 12:00-13:00, 10:00-11:00. There are a total of 9 local competitors in Shijiazhuang, so how can we stand out?

3. How can accounts be deployed to achieve low cost and high inquiry rate?

Currently, the cost of account leads is more than 200 yuan per lead, and there are about 7 leads per week, which exceeds customer expectations. How can we optimize it?

1. Use the right tools to maximize the effect!

Smart bidding is the current mainstream bidding method. Currently, Baidu uses ocpc and ecpc more frequently. The threshold requirement for ocpc conversion bidding is that the data must reach 10 per day for 3 consecutive days to enter the second-level bidding stage. It is suitable for accounts that have been running ocpc for a long time, have a large budget, and have a large scale; ecpc professional name click bidding coefficient conversion number, if it reaches 20 in a week, it can enter the second-level smart bidding stage, which is suitable for accounts with sparse conversions and limited budgets.

The following is the obvious data change of this account after changing ecpc:

Before optimization : the account was under ocpc target conversion cost control (data accumulation stage). After a period of data accumulation, it has not been able to enter the second-order smart bidding stage, and the cost of acquiring a line was more than 200 yuan/line, which was 150 yuan/line higher than the conversion cost of its peers. High conversion cost, few leads, and poor accuracy !

After optimization : changed to ocpc click bidding coefficient control (data accumulation stage), the effect is significant, and quickly enters the second-order intelligent bidding, the conversion cost is controlled at 100 yuan/item, the conversion cost is reduced, the number of leads is increased, and the accuracy is increased!

Summary: Using appropriate OCPC smart bidding = increasing conversion volume + reducing conversion costs + increasing accuracy

2. How to stand out from the crowd of identical advertisements?

Before the promotion, the account click rate was unstable, sometimes only around 1% or lower? So how to improve the click rate? In addition to increasing bids and rankings, you can also make changes to the creative style. Previously, the account's ad style only had a common ad title + ad description, without any additional information, which greatly reduced the attractiveness of the ad.

Therefore, in response to the above problems, different types of advanced styles are added after optimization, such as: adding creative advanced styles, videos, large pictures, three pictures, etc.

After optimization: the total advertising click-through rate increased by 2.62%, and the probability of high-quality corporate consultation was greatly improved!

Tips :

• Build different flash projects according to product lines

For example: make a separate plan for antiseptic wood, make a separate creative style, combine the pictures/texts with the advantages of this product, and design the types so that the advertisement can show what the customer is looking for and be consistent and relevant.

• A variety of creative styles are combined to build, including product showcases, full series, abstracts, flash graphics, etc., to make the advertising display more attractive

• The bid must be high premium to increase the display opportunities of the style.

(III) Video trends, creating fashion!

After adding video to the creative and landing page (website), the video click-through rate reached 9.63% and the landing page score reached 99 points, greatly improving the click-through rate and customer experience.

Video is a popular form of promotion at present. It can explain and introduce products and companies more clearly without the need for lengthy descriptions. Therefore, video is an important part of improving scores in advertising optimization.

Video production tips:

• Clear images without black edges
• Control within 30 seconds to fully highlight the product advantages
• Dubbing for different scenes and industries
• Detailed shots that focus on strengths
• Test the click-through rate and completion rate of different types of videos, and give priority to high-quality videos

4. Silent sales consultant, retaining customers

Many accounts are like this one, with all landing pages cast and a very high bounce rate of about 70%. For example, if someone goes to your store to buy something and finds that it is not what they want, or there is not even an introductory leaflet, then I think you will definitely not stay and continue to ask.

question

• No distinction is made between landing pages. All keywords are advertised on one page.
• Content does not meet user needs
• Poor marketing

Solution Tips

• Different products correspond to different landing pages (anticorrosive wood corresponds to anticorrosive wood, carbonized wood corresponds to carbonized wood)
• First screen strong related content - antiseptic wood
• Video first screen highlights advantages
• Component color selection (red gives a sense of urgency, and the opportunity will never come again)

4. Search optimization and promotion analysis:

1. Precise use of backend tools
2. Write copy based on industry and product features
3. Optimization methods cannot be stereotyped, multi-angle and multi-dimensional analysis and optimization
4. Find the right person - have a conversation - offer the right price (accurate target, understand the needs, and offer a reasonable price)

• Ocopc: Use ocpc after the account is stable, and adjust the applicable model based on the data to target high-conversion groups.
• Creative diversity: Create different flash ads based on product features, and display them more frequently with high premiums to increase click-through rates.
• Video addition: clear video, different types of videos, increase click-through rate
• Landing page: Retain customers and become a silent sales consultant

5. Final effect presentation (6.22-7.21 VS 7.22-8.21)

• Lead volume: increased by 67%, lead cost: reduced by 66.54%
• The overall number of leads tends to be stable, with an average of 2-3 leads per day
• The total number of leads in Hebei Province reached 27 leads for the whole month

The optimization data shared above about Baidu search promotion of the anti-corrosion wood industry can be summarized as follows: all account optimization stages are inseparable from: industry analysis, problem diagnosis, delivery strategy, and effect feedback; if you have a product, but don’t know how to promote it? If you have a promotion platform, but don’t know how to optimize it?

Author: Silk Road Praise

Source: Silk Road Academy