Bidding Promotion Strategy Guide

First of all, we need to understand bidding. Why do companies need to bid? Many friends will say that they want to acquire customers, and that’s right! However, the boss requires that acquiring customers should be based on the input-output ratio, and using the least money to obtain the most accurate customers. This is the boss’s fundamental purpose in bidding.

Therefore, as a qualified bidder, you must have clear promotion ideas and certain effect optimization capabilities, and these are reflected in your strategic delivery.

Focus in order

1. About project analysis

What is project analysis? Project analysis is the foundation of our promotion strategy. The first thing to do when entering a company is to understand the current project, which will be conducive to the development of a series of work in the later stage and also allow you to have a systematic understanding of the company.

Refer to the following:

01. Analyze the company’s people and products

Understand the company's departmental personnel composition and understand the product's main performance, price, population, target area, and purchasing attributes.

02. Analyze customer consumption behavior

Why do customers buy, what issues do customers care about, which products sell well, etc.

03. Analyze the keyword purchasing stage

Which types of keywords are searched by core customers, which types of keywords are searched by potential customers, which types of keywords are searched by customers with clear purposes, which types of keywords are searched by customers in the observation and understanding stage, etc.

04. Analysis of major competitors

If you don’t understand your main competitors in the same category, you won’t be able to monitor their changes in real time, such as their advertising pages, creatives, and rankings. Don't underestimate your competitors' adjustments. The most typical situation is that my results have been good and nothing has changed, but suddenly the results take a sharp turn for the worse. At this time, your competitors' adjustments are also a factor you need to consider. At the same time, observing your competitors' adjustments will also help us control the market situation.

2. About account establishment

The account is the basis of our promotion, so the words and structure in the account also determine your subsequent traffic and effects. Many people have asked me how many words are appropriate for an account. In fact, this cannot be defined. It mainly depends on your budget and product popularity.

For example, if the account budget is 200 yuan and the average click price is about 4 yuan, wouldn’t it be a waste of manpower or not be able to optimize the account structure well if there are tens of thousands of words in it? If the budget is 20,000, and only seventy or eighty words are consumed, it is not reasonable. That’s why we say that in order to build a good account structure, we first need to analyze what kind of words we need and how to divide them.

in principle:

1. Analyze account dimensions: region, time, product, attribute, matching, etc.
2. Improve account structure: plans, units, keywords, creativity
3. Specifications for a single product: no less than 3 plans, no less than 3,000 words (specific analysis will be made based on the specific situation), no more than 10 keywords per unit, and no less than 2 creative ideas per unit.

3. About bidding

Two extremes:

Tyrant type bidding

Don't ask anything, I just want to be the first. In fact, the higher the ranking, the higher the order cost. The click-through rate will not increase much if you are ranked first. Moreover, more than 60% of customers will shop around, especially on the Internet. Unless you are very confident in your promotional page, if the page is not good, there will be no good conversion even if you are ranked first, which will only bring more waste of funds.

Low-price bidding

Thousands of words have been expanded in the account, all of which are priced low and opened widely. The hope is to gain volume at a low price by expanding a large number of keywords. Although low prices can bring a lot of traffic, you must pay attention to the conversion cost and control the junk traffic.

Therefore, the keyword bid needs to be adjusted in real time according to our budget and the effect of our delivery. It is not static. Keywords with good results can be appropriately priced to grab rankings or grab more traffic. Keywords with poor results or no effects can be creatively optimized or suspended.

4. About matching

Matching should be used reasonably, core words should be used accurately and at high prices to grab rankings, long-tail words should be used widely and at low prices to grab traffic. Of course, the final adjustment should still be based on our conversion costs. If the conversion cost is too high and we don’t make money, no matter how rich we are, we can’t afford it.

High traffic, prefer exact match; otherwise, phrase/broad.
For long-tail keywords, they tend to be phrase/broad matches, and vice versa.
High bids tend to favor exact matches over phrase/broad matches.

When talking about matching, everyone will think of negative words. Yes, matching and negative words are grasshoppers on the same line. No matter which operation you do, negative words are essential, which will effectively help you reduce spam traffic.

5. About creativity

Most bidders feel headache when it comes to creativity. Writing creativity has always been a pain for the majority of male bidders. It is rare to write one creativity for one unit, not to mention multiple creativity for one unit. It is already a blessing to have one creativity without a plan.

Good creativity can effectively increase our click-through rate.

1. General creative writing

The most taboo thing here is to write long creative ideas, and they are like a diary. In fact, the first step we need to do is to write content that meets customer needs. The style should be short and focused. Numbers, discounts, symbols, etc. can be used to attract customers' attention.

2. Advanced graphics or sub-chains

Increasing the advertising area allows us to stand out from the ordinary creatives.

3. Advanced Flash

There are many novel styles. You can choose different styles according to your own products to highlight the characteristics of your products.

Here we recommend that you use more advanced creative ideas, which can play a good role in attracting customers.

6. Conclusion

Bidding is to buy more accurate customer traffic by spending money, and bidders are the key to this. Our responsibility is to reduce the cost of acquiring customers through our own skills and experience. Today’s sharing is over, and I hope to grow with everyone here.

Author: Doug

Source: Doug