360 search advertising promotion, keyword quality optimization skills!

What is keyword quality?

Keyword quality represents the extent to which the advertiser's promotional content can meet the user's search needs. It can be broken down into three dimensions: estimated click-through rate of the ad, relevance of the promotion business, and connectivity and quality of the promotion page.

1. Estimated click-through rate of advertisements The estimated click-through rate is the system learning the click-through rate of historical keywords and creatives through deep neural networks, and estimating the click-through rate of this advertisement in the near future. This is the most important factor affecting quality. This factor is affected by the degree of match between Internet users' search terms and the keywords you purchased, the content and form of your creative ideas, whether the promoted website pages are accessible, and the degree of match between the promotional ideas.

2. Relevance of promotional business Business relevance refers to the degree of relevance between the purchased keywords and the promotional business. The system will mainly refer to your creative settings and the settings of the promotion page to determine the matching degree of your promotional business. The more the purchased keywords match the promotion page, the higher the business relevance score will be.

3. The promotion page connectivity and quality system will regularly check whether the promotion page is accessible and the access speed, as well as whether the promotion page content and the matching promotion creative are consistent. The faster the promotion page is accessed and the more it matches the promotion idea, the higher the keyword quality.

What is the use of keyword quality?

1. Keyword quality will affect search rankings. Keyword quality represents the extent to which the promotional content can meet user search needs. The higher the keyword quality, the higher the display ranking. However, there are many factors that affect rankings. Assuming that the factors that affect rankings are the same, under the same bidding conditions, if your quality is higher, you may get a better ranking.

2. Too low keyword quality will affect the display volume. The lower the keyword quality, the lower the chance of displaying the promotional content. When the keyword quality is too low for a long time, the promotional content may not be displayed. 3. Keyword quality will affect the price of a single click and the lowest price. Better promotion results can usually bring you a lower price per click. Assuming all other factors are equal, if your Quality Score is higher, you are likely to achieve your desired ranking at a lower CPC. The minimum display price refers to the minimum bid you need to set in order for the keyword to be displayed online, which is determined by the quality and commercial value of the keyword. If the keyword bid is lower than the minimum bid, the ad will not be displayed. Keyword quality can affect your minimum bid.

How to optimize keyword quality?

1. Improve advertising relevance, optimize advertising format and content, and increase click-through rate. Since the biggest factor affecting keyword quality is the estimated click-through rate, and the estimated click-through rate is learned from historical advertising click-through rates, optimizing the current advertising click-through rate can effectively improve future keyword quality. You can choose to optimize your current ad click-through rate by:

Refine the matching and optimize the keyword-creative relevance:

Creative picture matching: Creative picture matching can increase the click-through rate of promotional content by more than 40%.

Configure Fengwu creative: Configure different Fengwu creatives for different promotion scenarios to enrich the promotion form and increase the click rate

Configuring sub-chains and components: Configuring sub-chains and components can increase the click-through rate of promotional content by more than 30%.

Enable mobile promotion: The average click-through rate of mobile promotion is higher than that of PC promotion. Enabling mobile promotion in your account can not only increase the traffic you obtain, but also optimize the quality of keywords.

2. Optimize the connectivity and experience of the promotion page. Whether the promotion page can be accessed normally, whether it can be accessed quickly, and whether it conforms to the purchased keywords and configured creativity are also important factors affecting keyword quality.

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