Bidding promotion: How to optimize core words and effectively manage keywords?

We have compiled a list of common bidding problems. Let’s check with Rabbit to see if there are any problems that are bothering you.

1. What should I do if I encounter bidding dominating the screen?

The main manifestation of bidding for screen domination is no display and no ranking. It is recommended to proceed in five steps:

1. Use the four quadrants of keywords to classify and rank keywords with good conversion and low cost

2. Use advanced creative to occupy ad space

3. Analyze the conversion rate during time periods, stagger the time periods, and only promote the key points

4. Open account and display on the same platform

5. Optimize creativity and improve quality

2. There are thousands or even tens of thousands of words in the account. How to manage them properly?

If you have a lot of words, you need to consider multi-account management. Because it is impossible for one account to take care of so many words, and you don’t have the energy, only a part of the words will have traffic and conversions.

Therefore, if you have many keywords and don’t want to filter them out, you can only adopt a multi-account strategy or further subdivide the account structure, further divide the basic purchasing intentions of the keywords, and manage them separately.

Regarding the multi-account strategy, you can refer to this article: Experienced bidders know it all! Multi-account strategy template, super useful!

3. The core words (words related to hospitals, surgeries, treatments, and expenses) have not been very effective through operations such as increasing prices, modifying matches, changing creatives, and changing landing pages. What other issues need to be considered?

You can also adjust the premium coefficients for time periods and regions based on conversion data to ensure consumption in good time periods and regions and reduce consumption in poor time periods and regions. It’s even okay to consider changing platforms and equipment, but the premise must be based on data.

4. The three data of exhibition point consumption are all increasing compared with the previous day, but the exhibition point just refuses to communicate. What should I do?

This situation is what bidders hate the most: there are clicks but no conversations. There are many factors that contribute to this situation. If you want to understand the source of the problem, you need to check it one by one. How to troubleshoot? Here comes a mind map.

5. How to evaluate the quality of a page? And monitor the conversion effect of the page?

Let’s talk about the first question first. I think a perfect page = beauty + logic + conversion point . We cannot just pick out one point to introduce alone; all three points must be met at the same time to achieve a certain conversion effect.

I have listed some factors that affect page conversion here for your reference.

• Can it carry the traffic currently being promoted?
• Is the conversion channel smooth?
• Page speed should be fast
• Is the page beautiful?
• Is the conversion button obvious?
• Can the dialogue pop-up window pop up in time?

If you want to monitor page conversion effects, to be honest, there are many paid websites, but since most bidders have no money, I recommend Baidu Statistics. There is a page conversion function in the statistics, and you can view the heat conversion chart of the page by setting the URL. Then use this to determine which content the user is more interested in.

Source: Houchang College (semlianmeng)