How to use the reverse method to improve the bidding effect of Baidu?

Generally, data analysis is done step by step from display to click, but sometimes when the effect is not good, we should try the reverse method. Work your way back to the last problem to find the cause, and you’ll be able to quickly come up with a solution. This article discusses the reverse reasoning method of data analysis. Attached with case study.

First of all, we often say that the effect is not good. This bad effect actually has two meanings. One is the small quantity, and the other is the high cost.

First, let’s talk about the problem of small quantity

Inferring from the small amount, under normal circumstances, there are five main reasons for the small amount. We can find solutions based on these five aspects:

1. The platform has little traffic. For example, if you invest in Sogou or Shenma, it is normal that the amount is small because the platform itself has little traffic.

The solution is to invest mainly in large channels;

2. Few clicks. If your target volume is thirty or forty leads, but your clicks are only dozens or more than a hundred, it is definitely impossible to achieve your goal unless your conversion rate is amazing.

Our solution to the problem of few clicks is to lower the average price, which can increase clicks. Ways to lower the average price include: adding matches and lowering the prices of inflated words.

In addition, if there are few clicks and impressions, but there is no problem with the matching and price, you should check the negative words to see if there are any wrong ones, and release the wrong words in time. Check negative words once a month;

3. Low conversion rate. For example, if you have 100 clicks and a conversion rate of 10%, then that means you have 10 leads, and 200 clicks means you have 20 leads. Of course, it is impossible for every industry to have such a high conversion rate in search. Some industries may only have 5%-7%, but if your conversion rate is below 4% for a long time, you should pay attention. There are two main factors that lead to low conversion rates: inaccurate words and page problems.

The main methods to improve conversion rate include: optimizing page content, opening speed, layout and conversion components, especially conversion components. It is best to add forms, telephone components and consultation components. In addition, outside the page, the choice of words and negative words is very important. You must ensure that your consumer words are your conversion words and that their matches are not messy (do a good job of negative word work).

Here are two additional points: First, you must find your conversion words and promote them as the main ones. If you don’t know what your conversion words are, then add suffixes to each keyword and import them from the consulting tool once a month, and you will know which words will produce results. Second, matching is very important, especially the matching of conversion words, so I suggest not to be too broad, just a short phrase, and deny a word once every four days or a week, and don’t be lazy in denying a word.

4. Issues with time or equipment. Traffic will have peaks and troughs in 24 hours a day. If your volume is small, you might as well study which period has more volume and then focus on this period. For example, the volume is usually higher between 8 and 11 p.m. If your business is suitable for delivery during this time period, why not focus on the evening? Another one is equipment. Now the ratio of computer and mobile traffic is roughly 2:8, and most industries invest in mobile. If your industry has a relatively large volume of PCs, you can invest more in PCs. Sometimes it’s not that there is no volume, but that you haven’t found where the volume is;

5. If you are investing on a large platform, the click volume and conversion rate are not low, and there are no problems with time and equipment, but you have not measured it, it is very likely that your keywords are not complete. At this time, you can try wide coverage. Expand more niche words and increase other targeting besides keywords, such as fixed investment and crowd targeting, etc.

In addition to keywords + other targeting, searching for ocpc is also a way to expand the volume, but ocpc is more suitable for industries with large volume or sufficient budget, and is not very suitable for small-budget industries. You can choose this according to your own situation.

2. High cost problem

In promotion, it is difficult and rare to achieve large quantity and low cost. Often the cost is higher for larger quantities, or lower for smaller quantities, or you can strike a balance where the cost is not too high even if the quantity is not too large.

There are four main factors for the high cost:

1. The average price is high and the clicks are few, resulting in poor conversion and high cost. In this case, we still need to lower the average price and increase conversion. If your costs are already high and you continue to raise the price of keywords, there is an 80% chance that your costs will be even higher.

In another case, if your cost is high and your budget is low, you should not choose high-price narrow matching. Low-price wide matching is more appropriate. Only by striving for a lower average price can you get more clicks and possibly get leads.

2. Platform traffic fluctuates, which is a common situation. There are one or two days every week when the cost is very high. At this time, you can reduce costs by controlling consumption time periods. For example, if you invested for two hours in the morning and the effect was not good, and you could feel that the traffic was obviously watery or inflated, then you should reduce the time period coefficient, control the consumption in that time period, and move the budget to the time period with high conversion rate.

The time period conversion rate is different for each industry. Some industries perform better in the morning, some in the afternoon, and some in the evening. You can analyze the time period conversion rate by making an hourly table.

3. Low conversion rate, including page conversion rate and connection conversion rate. A low page conversion rate is often referred to as just clicks without any conversations. As mentioned above, the key to improving the conversion rate lies in optimizing the page and optimizing consumer words. As for the cost aspect, there are three things you can do to improve conversion: the first is to improve the customer service's call conversion rate by optimizing the words of conversation and actively displaying your contact information to get customers; the second is integrated marketing by setting up a public account QR code or personal WeChat account on the page to direct visitors from the page to your other marketing platforms; the third is to increase the customer acquisition rate through third-party tools, such as Shenghuabao, which was popular in the medical industry in the past two years. Of course, we must use formal methods here, and not use illegal methods such as crawling and hijacking. If we are punished, the gain will outweigh the loss.

4. If your average price is relatively low, the traffic is normal (not much inflated traffic), and you have done work to increase the conversion rate, but the cost is still high, it is very likely that your method is not working. At this time, you need to change your method and stop loss in time. The results have not been good. There are market factors, but the main factor is the problem of keyword placement. At this time, you can ask your friends in the circle for advice and exchange experiences, change words or put them on multiple pages, and try other people's good methods.

3. Examples

The above is a breakdown of the quantity and cost issues. Attached below is a case study. We can infer from the example how to optimize this account.

For a certain business, the online to registered ratio is about 1:2 or 1:3. This is a typical case of many registrations but few online users.

Previously, Baidu accounts were mainly invested in mobile, and the page was mainly for registration. The daily budget is around 2,000. The daily delivery time is from 6 am to 24 pm. The proportion of morning, noon and evening time periods is slightly lower than that of morning and afternoon. The customer service desk is open from 9:30 a.m. to 7:00 p.m.

Overall, there is no problem with the account, the cost is reasonable (the actual cost is omitted here), and the quantity is not small. But after digging deeper, we can find three problems: first, the delivery port mainly focuses on mobile phones and not PCs, which will result in the loss of some online consultation traffic; second, the customer service is not online at night, and pushing it to the night will cause some waste; third, the online rate is too low compared to registration, and the effectiveness is also poor if the online rate is too low.

Optimization method:

1. Add PC delivery, separate mobile and PC, mobile plans give priority to mobile devices, and the ratio of computers is 0.3; the same applies to PC plans;

2. Adjust the part of speech and time period. Focus the words that bring registrations on one plan, mainly invest in the evening, and suspend the non-registered words, so as to save costs;

3. Create pages based on parts of speech. For question words and consultation words, set up consultation pages. For registration-related words, a registration page should be set up to unify the words and the page;

4. Adjust the part of speech. Raise the prices of question words, consulting words and some conversion words, lower the prices of traffic words and nouns, and make the consumption of intention words dominate consumption. On this basis, optimize the creative idea and write according to the part of speech;

5. Added conversion channels, mainly dialog boxes (not included before) and phone components, which can improve conversion rates;

6. Dual-household strategy, different strategies, high-price narrow matching and low-price wide matching, cooperate with each other.

Author: Mubibai

Source: SEM Bidding Information Flow Diary