How to do search engine bidding promotion?

Internet website building and marketing has been around for more than ten or twenty years. I believe that most business owners have tried to build their own official websites, and 80% of companies promote their products through search engine bidding. As competition within the industry grows more intense, the cost of acquiring customers through bidding promotions continues to soar.

Through market research, I heard the voices of business owners: the cost of bidding promotion is too high now, and it hurts to waste money!

What is bidding promotion?

Search engine advertising is a flexible marketing method independently promoted by companies. Ranking is obtained through bidding and adjusting bidding. During the search engine advertising process, bidding can be flexibly adjusted according to the company's financial status.

However, search engine advertising is divided into intelligent bidding and manual bidding. The differences between these two bidding methods are as follows:

1. Intelligent bidding

It is based on the pre-set price. The system will increase the price by 0.05 yuan each time according to the amount you set, so as to ensure that you can get a higher ranking.

2. Manual bidding

The company adjusts the price manually every time to get the ranking based on the market conditions.

How to carry out bidding promotion?

Shenma search, Baidu promotion, 360 promotion, Sogou promotion... are all similar.

How can we conduct search engine bidding promotion to achieve better results and reduce customer acquisition costs?

01. Start with the website

Website Structure

A good website structure is the basis for the subsequent continuous optimization of the website, so the dimensions and structure of the website should be clear and organized.

There are five dimensions in the construction of the website structure: product dimension, time dimension, platform dimension, regional dimension, and purchase stage dimension. After determining the dimensions, subdivide the units according to the different search needs of visitors and the nature of keyword roots. For example, price, industry, etc.

02. Keywords

Comprehensive coverage of keywords

Try to cover the keywords to fully meet the needs of visitors. This comprehensiveness is not achieved by quantity, but by quality. Remind 3 key points:

Coverage of key words and long-tail words

Coverage of visitors’ different search intents

Pay attention to the use of keyword expansion tools and search term reports to facilitate the deletion of keywords

A deep understanding of keywords

Keywords can be said to be the core of a website. But search terms and keywords are equally important, because keywords + matching method equal search terms. Sometimes we not only need to think about the problem from the perspective of keywords, but also understand the word from the working principle of search engines.

For example, keywords such as "region + product + company" will be considered as core words with high conversion, such as: Changzhou Internet company. But the reality is that this type of words is very likely to match the words "Nesting Software (Jiangsu) Company".

In other words, there will be a deviation between the system's cognition and our cognition, and many times it is not as beautiful as we imagined. Therefore, when choosing keywords, you should do a simple thinking about different types of keywords, which words will match spam traffic and which will not, so as to make trade-offs and choices.

03. Focused and targeted

Respect the 80/20 principle and focus on optimizing the core words on the website. Or simply establish a core word unit, focus on monitoring the core words and manage them separately.

Use the golden combination of high bid + precise matching + negative words to improve the quality and competitiveness of core keywords. If the above method is not feasible, there will be no effect. You can pause the keyword and check whether there are other high-quality matching keywords on the website.

04. Data monitoring

Almost all bidders know the importance of data, but ask yourself, if I ask you which words on your website convert well, have a high consultation rate, and which creative ideas have a high click-through rate, do you know them all?

How accurate is your answer? In fact, it is difficult for many people to answer the question immediately, and even if they can answer it, they cannot guarantee the accuracy. Therefore, no matter what kind of website it is, it is very important to establish a complete conversion tracking data monitoring system.

05. Results-oriented

No matter what kind of optimization and adjustment you make, you must be guided by the final effect. A lot has been said about conversion rate and so on. Here I would like to emphasize one point, which is the concept of input-output ratio.

Consider the conversion cost of this word and the profit it can bring to you. If a word brings you 100 consultations, but costs you 10,000 yuan, then your conversion cost is 100 yuan per time. If the profit margin of each order is 300 yuan, and then taking into account the order conversion rate, it is obviously a loss to place this word.

Author: Nesting Sister

Source: Nesting Sister