Baidu bidding promotion - keyword lowest CPC bidding strategy

The core of measuring search marketing is ROI. CPC, as a key factor on the input side, has a great impact on ROI. Baidu's lowest CPC bidding strategy for promotion is to use the lowest display price to participate in promotion in search marketing.

The minimum CPC bidding strategy is not suitable for every account. Even if it is suitable for an account, it may not be suitable for every ad group. The following accounts are suitable for using the minimum CPC bidding:

1. Limited advertising budget;
2. There are a large number of long-tail keywords, and you can avoid competition from popular keywords by using a large number of long-tail keywords.
For most ad groups in most accounts, you can use the lowest CPC bidding strategy, but there are two exceptions:
1. Own brand keywords Customers who usually search for keywords related to our brand are highly targeted and have a high degree of brand recognition. The conversion rate of such users is very high. They are our potential customers and may even become loyal customers. Obviously, the lowest CPC cannot achieve a good ranking and is not suitable for this type of keyword;
2. The search attributes of competitor brand words, also known as competitive product words, are similar to those of own brand words, except that they are located in different positions. If we can get the competitor's brand words, it will not only be a blow to the competitor's brand, but more importantly, it will snatch users and erode the market. Therefore, we also hope to get such words as much as possible, and the lowest CPC is obviously not applicable.

How to set a minimum bid for keywords, first set a very low price, usually 0.1 yuan for the Baidu promotion unit. When submitting keywords, use promotion unit bidding. Or directly set the keyword price to 0.3
2. Because the quality of newly launched keywords is not stable enough, there is no need to rush to bid at this time. Wait a few days until the account status is relatively stable before competing for price adjustment.