Baidu, 360, Sogou, and UC bidding promotion methods!

Baidu/360/Sogou/UC bidding promotions all start with promotion planning. If the planning is not done well, there will definitely be no effect. So how to do bidding promotion planning?

1. Crowd analysis

Finding accurate customer positioning is the first priority. The nine elements of population analysis are: gender, age, hobbies, education, occupation, income, region, Internet access device and Internet access time. After analyzing the user population, you can set up the account accordingly. Of course, crowd analysis is a dynamic process, and re-analysis is required at each stage so that the promotion settings can be adjusted in a timely manner.

2. Budget analysis

Develop different account strategies and establish different account structures based on different budgets.

For example: The promotion budget of a certain project is 8,000 yuan. It is currently difficult to cover all target groups, so it is necessary to lock in the needs of the group and promote it in a small range. According to product analysis, product price does not have a core advantage, so it is difficult to convert price-sensitive people, and it is not a priority during promotion.

3. Platform and budget allocation

In China, the companies that do bidding promotion are Baidu, 360, Sogou, and Shenma, and they allocate the budget based on what they have. For traditional industries with high profits on single products, you can spend 10,000 to 30,000 yuan a month. For single products with low profits, it is not recommended to do bidding, but to do SEO. For clients in finance, medical care, travel, games, chess and cards, etc., it is best to set a budget on a daily basis, with daily spending ranging from 1,000, several thousand, or even over 10,000.

4. Keyword selection

Generally speaking, product keywords can be selected according to the following points:

(1) In line with product features or related to the industry or service.

(2) Consider the situation from the user’s perspective and try to accommodate the general user’s search habits, rather than just setting it based on your own feelings and preferences.

(3) Analyze competitor keywords.

(4) Observe the keyword index and competition level at any time and adjust the bid in a timely manner.

Keyword classification can be divided by type, by region, or by popular words and long-tail words. There is no fixed standard for word segmentation, as long as it is reasonable.

5. Keyword matching

Using different matching methods will affect the scope of keywords appearing on the display page. Proper use of matching methods will help us attract precise potential audiences. It should be noted that different matching methods greatly affect account consumption. The main products should be displayed in the first three positions on the homepage as much as possible based on the company's development scale and actual situation.

6. Creative Writing

The essence of creativity is to attract visitors to click. The creative content needs to be the same as the page you host. If the page cannot support it, no matter how good the idea is, it will be difficult or impossible to convert it.

7. Promotion period

When choosing a promotional period, we need to think from the user’s perspective and think about the time period during which users will search for our ads. Generally speaking, there are three peak periods of promotion effectiveness in a day, namely: 11 a.m., 3 p.m. and 9 p.m. During these three time periods, we will increase our investment to acquire target customers to the maximum extent possible. As for different industries, it is necessary to conduct preliminary traffic testing and then increase investment after the test.

8. Bidding Landing Page

The bidding landing page is the first page that a search user enters after clicking on a bidding keyword ad. The landing page can be the homepage of the website or a special page. The production of landing pages is product-centric, analyzing visitors’ psychology and pain points from their perspective, including what they like, what they want to see, what they think, etc. By analyzing these, we can determine the content of the marketing page to promote users' desire to buy and make it correspond to the keywords - creativity - page.

9. Effect monitoring and evaluation

If you want to present the delivery effect more intuitively, data monitoring is essential. You can track the data through various third-party statistical software such as CNZZ and make regular optimization and adjustments to the advertising delivery.

10. Planning and Statistics

Organize the marketing process chart every morning, write a summary of last week's work and this week's work arrangements every Monday, and write a summary of last month's work and this month's work arrangements at the beginning of the month.

The conversion effect of large accounts is counted every 3 days, and the conversion effect of small accounts is counted every week.

If you don’t do bidding well, you’ll be burning money every day! Do bidding well and make money every day!

If your bidding promotion is stuck in the dilemma of high cost and low conversion, then you can consider Tianxu Mingce, which offers professional practical technology and one-stop hosting services.

We are suitable for:

Companies that are not satisfied with the results of search bidding promotions hope to increase their performance by more than 20%.

· Develop a complete set of rectification plans to increase the number of consultations or orders, diagnose and optimize bidding accounts, and solve all problems related to account promotion effectiveness.

For promotion on Baidu, 360, Sogou, and UC, please contact Qinggua Media