Baidu bidding promotion strategy formulation method

Whether it is SEO or SEM bidding paid advertising, for enterprises, traffic is the first priority. Looking at the promotion of domestic small and medium-sized enterprises, a lot of companies have done Baidu bidding. Judging from the results alone, if you can correctly understand bidding promotion and reasonably use resources and the advantages of bidding itself, for a considerable number of companies, it is indeed possible to quickly open up the online marketing situation.

At present, bidding promotion still plays an important role in Internet promotion and marketing. Many companies currently use Baidu bidding promotion to promote their websites, thereby gaining exposure and increasing product sales. With the increasing maturity of Internet promotion technology, the competitiveness of promotion is relatively large. Some companies have obtained high returns through large investments, while some companies have seen no results despite crazy output. To do Baidu bidding promotion, you also need to master some skills, not blindly invest money in it. If you do not have the promotion technology, I believe this article will be helpful to you.

Below I will share with you the method of formulating Baidu bidding promotion strategies in online marketing based on my many years of bidding promotion experience. I hope this article can help you.

1. User group positioning

When doing Internet promotion, we should always put users first, rather than ourselves and products. If we don’t even know the target user group, how can we make bidding promotion more effective?

User positioning needs to be analyzed in combination with user search data. For example, if we are in the dental medical field, then we need to think about where our users are? How do users seek out partner companies through the Internet? How do users search for keywords? Who are the potential customers? Who are potential customers? User group positioning requires the support of a systematic data analysis. It is impossible to locate users without data, and it is impossible to capture accurate customers by simply relying on guesswork.

For example, if a customer needs dental implants, what are the characteristics of this group of people? Generally they are elderly people, and secondly they have a certain economic foundation. Then think about how they will search and what needs need to be solved after they find the company? Generally speaking, people only care about two things: price and effect. Secondly, we care about service quality and corporate reputation, so we must focus on the price of dental implants and the quality of service items to meet users' search and cooperation needs.

2. Setting performance goals for bidding promotion

Step 1: Setting performance goals for bidding promotion

As a bidder, first of all, we need to understand the company's ideas and set a reasonable performance goal for ourselves. For example, if your performance last month was 2 million, this month's performance must be higher, not lower. No company can watch its performance getting lower and lower, so at this time we have to reasonably set a relatively high goal.

For specific goals, refer to the performance of previous years. Don’t just write them blindly with your eyes closed. After all, you have to focus on rationality, otherwise you will be digging a hole for yourself.

Step 2: Determine the required budget amount based on performance

We can't just let the chickens lay eggs without giving them food. Now that the goals have been set, the next step is to calculate how much money the company needs to invest to achieve these results. We can use the goal-reversing method to see if the company can accept it.

3. Budget allocation strategy formulation

The proportion of mobile and PC advertising should be determined according to the characteristics of the industry's customer groups. We should not be too rigid. If customers are concentrated on mobile terminals, or the price of mobile terminals is low, there is a lot of room for development, so we can consider investing more. However, PC customers are more accurate and have higher customer demand, so the order-making effect is better. It is recommended to invest more on PC terminals:

General ratio setting: 7:3 or 8:2

If there are many bidding promotion platforms, we should first understand the effects of each platform based on last year's bidding promotion situation. Of course, if it is the first time to promote other platforms, you can start with a small investment to test the waters and then decide based on the results.

Currently, the proportion of each platform can be set to: Baidu>360>Sogou>Shenma

4. Bidding promotion period strategy formulation

Nowadays, most companies will not choose to run bidding promotions 24 hours a day. The general time period is 7:00-23:00. The medical industry can extend it appropriately, which greatly saves promotion costs. To capture the time data of users going online, there are three time periods: 8-11 o'clock, 13-17 o'clock, and 19-21 o'clock.

8-11 o'clock: Morning is generally the time when most companies work, and it is also the time when bidding staff start to work. Many companies begin to seek cooperation through the Internet, which is also the best opportunity to seize promotion.

13:00-17:00: The afternoon is the time when competitors launch competitive bidding campaigns more intensely. At this time, you can appropriately reduce the placement of core keywords. You don’t have to rush to occupy the first place. You can make appropriate adjustments based on bid fluctuations, and even move to the second page.

19:00-21:00: The effect of advertising in the evening is relatively poor, but this period is also the peak time for users to search online. Generally, users have just got off work and have just had dinner and rested, so they have plenty of time to seek cooperation online.

There is a peak period for bidding promotions. As long as the customer does not have any special characteristics, you can basically carry out the campaign according to the above experience.

5. Determine the bidding promotion area

The bidding promotion area should be set according to the customer base and budget, the main customers are allocated to which region, and how much is the budget for each region. In first-tier cities such as Beijing and Shanghai, the competition is fierce and the prices are relatively high, while in second- and third-tier cities, the prices are relatively low. We need to make reasonable settings for the above content to achieve better results.

If you lack experience and have no control over the quality of the region and the budget, you can refer to previous data and consult old employees.

6. Keyword strategy development

If it is a new account and there is no data to support it, we can first formulate a keyword bidding promotion strategy from the following aspects:

（1）Customer search intent

What stage are customers in using the product? Expand keywords based on different stages. For example, for medical use:

The first stage is the demand stage. What kind of words does the demand stage include? For example, if you are sick or have a gynecological disease, then what is the demand word? “What are the symptoms of gynecological diseases?” (symptom word)

The second stage is to find and evaluate, "such as the methods of treating gynecological diseases and the costs of treatment." (Therapeutic word)

The third stage is the action and sharing stage, such as “how is a certain hospital, where is a certain hospital”. (Hospital word, word of mouth)

Different stages have different scopes, and of course the degree of competition will also be different in different stages, so after we expand these keywords, we need to track and optimize them.

Among the three stages mentioned above, in the first stage, the population is relatively broad. After expanding the keywords, you should increase the volume at a low price instead of a high price, otherwise it will lead to excessively high costs and inaccurate users, and the degree of conversion will be more difficult than in the next two stages.

The second stage is the main advertising keyword. The customers here are of high quality and have large traffic. However, due to fierce competition, the advertising price must be continuously tracked to avoid high costs.

The third stage: these keywords are for customers who already have a goal and want to buy. If they are your own brand words, then these customers will be very easy to convert and the cost is very low. If they are competitors, that is, what we call competitive product words, the effects of competitive product words in different industries are very different, so when placing orders in this part, you must pay attention to the writing of titles and creative ideas.

Regardless of the stage of keywords, our bidders must communicate with sales staff to understand the conversion situation. If the company's sales staff has limited capabilities and cannot convert customers with the first-stage keywords well, then we must consider focusing on the second and third stages. If your company's sales capabilities are very strong and can convert low-cost keywords such as the first stage well, then we can consider focusing on the first-stage keywords.

(2) Core product words

Determine the core product words based on the company's products and services, and expand the long-tail words.

This part is to place keywords for the company's products or services, understand customer needs and search intent, and expand your own product core words, which must be in line with both customer search habits and product features.

(3) Brand keywords

Brand keywords have low starting prices, low competition, clear and accurate customer intentions, and high conversion rates.

Brand effect: If the budget permits, the company’s brand word should be ranked first to achieve the effect of showcasing the company’s brand image.

Precise customers: By ranking first, users who search for brand words can find us first, so that we will not be overtaken by competitors.

(4) Industry keywords

The competition for industry words is relatively fierce. In terms of accuracy, they are not as expensive as brand words, and their intentions are not as clear as product words, but they have high exposure rates. However, since conversion is difficult, if the traffic of corporate products is too low, industry words can be used to bring in traffic.

Example:

Product word: bidding promotion;

Industry words: Internet marketing;

It is obvious that the scope of industry words is relatively broad, so when we are doing keyword placement, we must pay attention to reasonable use. If you directly place it in online marketing or a broader industry, the traffic will be very large, but potential customers are hard to come by. Don't place too many industry words, which will lead to excessive costs.

Therefore, the core of keyword positioning is: starting from and considering the target customers' search behavior! Only by understanding the real search habits of our target customers can we truly find our target customers, rather than focusing on products or companies.

(5) Keyword mining

After locating the approximate keyword range, the next step is to mine keywords that users often search for. If there are no users searching for keywords, then there is no point in ranking them on the homepage. You can mine keywords in the following ways:

①. It is the keyword tool in Baidu bidding background;

②, Baidu Index Tool;

③. Webmaster tools;

④. Peer data;

After mining keywords with search volume, the last step is to screen valuable keywords and conduct relevant data analysis for each keyword. What is the purpose of users searching for this keyword? What are the needs of users? Is it better to place keywords on the homepage or the inner pages? Secondly, we also need to consider the creative title. Writing a good creative title can not only attract users' attention and increase click-through rate, but also stand out from the competition in the same industry.

No matter what kind of bidding promotion strategy we develop, data is the only standard we refer to, so we must keep abreast of keyword effects and conversion costs in order to develop more effective bidding promotion strategies.

7. Creative writing strategy formulation

Many bidders are not optimistic about creative ideas, thinking that customers may not necessarily look at creative ideas when searching. This is very wrong. The title and creative ideas are the first information points we show to customers. Only when the title is eye-catching, the description is smooth, relevant, and has selling points can it attract customers to click. Only when customers click on it will our website have the opportunity to be displayed, allowing customers to understand us in more detail.

My strategic recommendations for this area are:

Core keyword category: grasp customer needs and product selling points, or use numbers, discounts and other words to attract customers.

Broad keywords: The creativity of this type of words must highlight products and services to attract real customer groups in order to reduce our costs.

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8. Evaluation and formulation of paid ranking

Baidu currently has 5 bidding positions on one page. It is in front of the natural rankings and sometimes there are 2 positions at the bottom of the natural rankings. Then there are several positions on the right. So which page and which position should we appear in?

Generally, our keywords are usually divided into the following categories: brand keywords, target keywords, long-tail keywords, question-and-answer keywords, etc. The higher the bid, the higher the ranking. At this time, everyone may have an idea, why not just bid the highest price and get the first place? Is it really appropriate to rank first? Normally we can adjust the bidding ranking appropriately and keep it between 1-3, because some customers click on the first website, even if they think it is good, they will choose a few more for comparison, and will click on the following options appropriately, which requires statistics on the budget and effect evaluation of the bids ranked 1-3.

9. Effect monitoring and adjustment

Monitor the effectiveness of bidding promotions in real time, make reasonable adjustments to keywords based on daily promotion situations, make a summary of the results based on weekly results, continuously improve the accuracy of account promotions, conduct a system performance analysis every month, and make reasonable adjustments to the overall bidding promotion strategy based on monthly consumption and conversion situations to ensure smooth performance.

If the bidding team is also equipped with a data specialist, they can compile the day's telephone consultation form and QQ consultation form at the end of each day, recording in detail customer issues, transaction ratios, intention ratios, etc. Calculate the conversion rate ratio and bid for timely advertising. Make targeted adjustments for each unit every 3 days.

Whether bidding can be successful depends on keyword selection, time control, and pattern matching. All of the above are involved. When it comes to the implementation stage, special attention should be paid to the writing of titles and creative descriptions. They must be in line with the target users. We only do precise and targeted user traffic, and filter out target customers through titles and creative descriptions.

10. Influencing factors and effect coordination

Since the effect of bidding promotion is affected by many factors, in order to achieve better results, it requires cooperation from multiple parties, such as the following points:

(1) Copywriting and page adjustments for promotion pages

The promotion page is the hosting page that our customers enter, and it is an important factor in whether we can increase the number of consultations and reduce conversion costs.

(2) Customer service staff communicates with bidders continuously

Reasonable and effective communication will help us understand the promotion effect and will be more helpful for bidders to adjust the direction of keywords.

(3) Feedback on sales conversion

The conversion effect affects the company's overall performance. We will make reasonable placements based on keywords with conversions and keywords without conversions.

A good bidding promotion plan should not only be consistent with the company's products and customer characteristics, but also have response strategies for the off-season and peak season. Of course, you can also make adjustments based on your company's circumstances.

Comments:

The effect of Baidu's bidding promotion is affected by many factors. It is not simply spending money to buy a ranking. Bidding ranking only allows users to see our information, but if we want users to choose us, we need to conduct a comprehensive analysis, such as whether the website meets the user's search experience, how fast the website loads when it opens? Does the website content contain information that users want to see? If you want to do a good job of Baidu bidding promotion, you must also master search engine data and related SEO optimization techniques.

Author: Ma Haixiang Blog

Source: Ma Haixiang's blog

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