A combination of search and promotion targeting methods!

There are many ways to target your search engine , and you may not know which one to use to target your target customers. Today, let me explain it to you.

Q: What is orientation? How many types of search promotion targeting are there?

Answer: The so-called "targeting" is actually the screening of audiences, that is, the display of advertisements is determined based on the visitors. Advanced advertising management systems can provide a variety of targeting methods.

Search promotion targeting can be divided into: keyword targeting, business point targeting, product targeting and some other auxiliary targeting. Each targeting method has different positioning and advantages, as shown in the table below:

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From the above understanding, there are a lot of targeting methods. Conventional delivery is nothing more than combining these targeting methods, promoting the combination, and then looking at the data performance, analyzing and continuously optimizing to achieve better results.

Different accounts have different targeting requirements. We can refer to the following data combinations for testing.

1

Precise directional combination

Combination 1: High-priced words/core words + crowd delivery (not enabling traffic expansion + characteristic behaviors/custom crowds/excluded crowds)

This combination method is targeted at the target group and controls costs. Taking the financial industry as an example, you can bind and use a characteristic behavior population package, limit the age to 24 years old and above, and choose interest labels such as financial management, real estate, and automobiles. At the same time, you can superimpose user behavior populations, such as recent searches for words or URLs related to the financial industry. Under this condition, the traffic is relatively accurate, and high bids and highly relevant creatives are required to achieve accurate conversions.

Combination 2: High-priced keywords + target follow-up investment

After the system locks on the target customer, it will increase the delivery and display opportunities for the target customer by expanding the matching mode on the phrase matching keywords based on the target customer's current search. Therefore, it is recommended to enable target follow-up investment for high conversion plans so that the traffic brought in will not deviate from the core promotion business.

2

Traffic Supplement Package

Combination 1: Negative keywords + URL targeting/dynamic word package

This combination is a traffic supplement combination. When the account reaches a bottleneck in the purchase volume of long-tail keywords, it can obtain traffic supplement by purchasing its own URL and a large number of related business URLs. The bid is the same as the keyword bid. The disadvantage of purchasing a large number of URLs alone is that there may be volume but no conversion. It is recommended to update the URL at a certain frequency and add certain negative word area controls.

Combination 2: High-priced words/core words/brand words + personalized recommendations

The advantage of this combination is that it can obtain traffic from user groups with potential business intentions, and the display position is at the back. The disadvantage is that the backend conversion cost is uncontrollable and requires long-term optimization.

3

Flow directional combination

Combination 1: High-priced words/core words + crowd delivery (opening traffic expansion + high premium crowd)

This combination method belongs to the precise traffic expansion method. The crowd sets the user behavior crowd, uses the normal bidding mode, turns on the traffic expansion switch, and has a premium of 2-3 times. The advantage of this combination is that it reduces the ACP of accurate traffic, which is conducive to increasing CTR.

Combination 2: Low-price keywords/general keywords + crowd delivery (open traffic expansion + premium crowd)

This combination is a way to explore new traffic, bind new people/interest groups/theme groups, start expanding traffic, and bid low. This targeting method is slightly broader, but it can explore a certain potential population.

The above is for this sharing. How about it, have you learned it?

Author: Baidu Marketing Center

Source: Baidu Marketing Center