How to plan Baidu bidding advertising?

Doing Baidu search promotion (bidding promotion) is not as simple as opening an account, asking a Baidu consultant to add keywords to your account, and then waiting for customers to come to you for consultation. Now, Baidu bidding promotion is far more than just this. Companies need to hire professional personnel to operate it, and work on keywords, creativity, data analysis and other aspects. So for enterprises, what should they do when they are just starting out or are not doing well? What we need is a planning program that can tell us how to do it. Please see below some of the sharing made by Feng Chao from Dongguan :

How to plan Baidu bidding advertising?

Program objectives :

1. Familiar with the industry and formulate marketing strategies

2. Ideas for account building: knowing the facts and the reasons behind them

3. Build a complete account

For example, if a company needs to bid for XX training, how should this account be set up?

Section 1: Forming a launch strategy and determining the account plan structure

1. Purpose of bidding: The main purpose of this bidding is to expand enrollment. Auxiliary purpose: Promote the XX network brand.

2. Core target group: Internet practitioners who have a certain understanding of bidding and are willing to learn. (How to select the target group and its impact on account structure and keyword development direction)

3. Daily delivery budget: 800 (How to formulate the delivery budget and its impact on account strategy and delivery model)

4. Account strategy: single account, search + ad network placement

5. Bidding delivery model strategy:

Brand model: too much investment, for the purpose of brand promotion (not suitable for the current stage).

Specific case: Tmall’s massive keyword coverage strategy

Keyword mode: low investment. Reasonable control and quick returns are the appropriate model at present.

Interpretation: According to the search intent, accurately select keywords, and focus on keywords with high conversion efficiency, order placement or hospitalization.

Since XX.com has no brand advantage and limited early investment funds, we choose the keyword model in the bidding mode to spend the least money and get the most consultation conversions.

Section 2: Complete word expansion and word segmentation according to the promotion plan

6. Keyword positioning strategy: The selection and positioning of keywords determines whether the bidding advertising can be successful. Play a core decisive factor. The selection of keywords consists of two parts: core words and long-tail words. Combine long-tail words according to search habits. This part requires precise analysis.

7. Expand keywords according to account plan structure + keyword positioning

1. Baidu Assistant Keyword Tool

2. SEO keyword tool

3. Third-party word selection tools

4. Competitors’ keyword direction

5. Baidu related keyword products

8. After the word expansion is completed, segment the word and determine the promotion unit

1. Each unit has about 15 words

2. Part of Speech

3. Keyword length (how to segment keywords is conducive to quality improvement and later optimization)

Section 3: Complete creative writing, landing page + basic account settings for promotion units

9. Write creative and landing pages according to promotion units

1. Refuse to work in isolation and understand the psychology of the target group

2. Differentiated competition determines competitor creativity + landing page main promotion core

3. Landing Page Content Evaluation

4. Marketing element evaluation

5. How to meet the keyword quality optimization

6. Basic rules and common techniques for writing creatives for Baidu bidding

10. Basic Account Settings

1. Account daily budget, daily budget for each plan, mobile bid ratio

2. Placement area: Target group positioning (evaluation should be conducted between the province and the whole country, the city and the whole province)

3. Delivery time: According to the habitual work and rest system, distinguish between Saturday and Sunday, and set the delivery time

4. Basic settings of mobile terminal: online consultation phone number

5. Predict negative words and save costs

6. Deny competitor IP

11. Budget and Early Bidding Plan

1. Search and affiliate marketing budget allocation

2. Plan budget allocation

3. Initial bidding strategy (how to use the ladder bidding strategy)

Section 4: Data tracking + supporting work + daily report templates

12. Cooperative Work

1. Bidding effect tracking: keyword tagging

2. Website access speed: website monitoring

3. Statistics and web page analysis: cnzz + Baidu statistics (heat map)

4. Consulting tool statistics: tool statistics and cnzz comparison and evaluation

5. Basic settings of consulting tools, in line with the overall promotion ideas

13. Effect monitoring:

1. Daily bidding report - total data report.xls

2. Daily bidding report - channel analysis report.xls (how to complete the two reports and how to understand the data)

We have listed the bidding plan in detail for you. Please plan according to your own industry. This plan is for reference only.