Baidu is promoting these "auxiliary functions" through bidding, so be careful!

When it comes to bidding promotion, Baidu can be said to be the leading industry leader. It not only has a wide range of products but also has many auxiliary tools and functions. The current Baidu backend is becoming more and more complicated. For those with no basics or novices in bidding, facing the numerous settings in the Baidu promotion backend, one is that they are unfamiliar with it, and the other is that there are deviations in their understanding of the functions. Even for bidding veterans with a certain number of years, if they are not careful, they may cause the material flow to increase inexplicably or the flow to suddenly decrease due to problems such as turning the settings on or off.

Next, let’s talk about which functions can be turned off and which functions are turned on by default in the Baidu promotion background. Perhaps during your operation, many phenomena that cannot be explained by the data report are caused by the fact that you have turned on certain functions.

We have to talk about search cooperation traffic. This function is turned on by default. Let me first talk about its function. It is mainly to introduce search cooperation traffic. Because the display volume of search cooperation traffic is large, it can increase exposure and attract potential customer groups.

The main websites for search cooperative traffic delivery include 58, Ganji, Baixing.com, 39 Health and other third-party platforms with large traffic. However, now larger cooperative platforms like 58 have their own advertisements, so the quality of cooperative traffic is far lower than before. There are many small network platforms. Therefore, for most industries, turning on search cooperative traffic is equivalent to opening the entrance of junk traffic.

Although the traffic is enabled by default and not actively enabled by advertisers, the search cooperation traffic is still search keyword advertising and fees will also be deducted.

If during the promotion process we can have a segmentation in the promotion report, there is an option in the segmentation for the delivery network. After selecting the delivery network, we can see whether there is data for this part. If so, the search cooperation traffic has been turned on. Check the conversion effect. If it is not good, you can ask customer service to turn it off.

2. Advanced Exact Matching

Many people may see advanced precise matching and mistakenly think that it is more precise than precise. In fact, it is not. It relaxes the matching more than precise. Simply put, advanced precise matching is a synonym for precise. Many friends will have deviations in this part, so you need to pay attention.

3. Exact match expansion (regional word expansion function)

This function mainly focuses on the regional word expansion function. For example, if I run a makeup training school, the area I want to target is Beijing, and when I promote, I also choose Beijing as the promotion area. In this way, students who want to learn can search for "makeup training" and find the ad. However, I cannot only display ads to students who want to learn in this area, because people from other places may also search for "Beijing makeup training school". At this time, this function can be enabled.

It is worth noting that this function is only effective when exact matching is turned on. For example, if the keyword "Beijing makeup training" (exact matching) is set, after enabling this function, netizens in Beijing may also see the promotion results of this keyword when searching for "makeup training". However, netizens in other regions outside Beijing will not see the promotion results of this keyword when searching for "makeup training".

After the search intent positioning function is turned on, when the identifiable regional words in the netizen's search terms are consistent with the set promotional region, even if the netizen is not in the promotional region, this search can also display the promotional content.

For example, if I am doing makeup training, after the "search intent positioning" function is turned on, through this function, netizens outside the promotion area can search for "Beijing makeup training" and find the promotion results. These netizens who are not in Beijing but have searched for "Beijing makeup training" often hope to go to Beijing to learn makeup techniques, and their searches have clear intentions. This function not only ensures the search traffic, but also prevents the increase of clicks from netizens who have no purchasing intention. It expands the traffic while improving the quality of the traffic.

What needs to be said here is that the "search intent positioning" function is different from the exact match expansion (regional word expansion) function. Although both are related to the region, the former is for search terms, while the latter is for keywords.

5. Target customer follow-up investment

Target customer follow-up investment is to double-target high-value target netizens by locking in the target population and identifying the current search intention, and increase the delivery and display opportunities for target customers by expanding the matching mode on phrase matching keywords.

The target customer follow-up function automatically locates the following two types of target customers:

1. Internet users who have searched for purchased keywords or related intent keywords many times recently.

2. Internet users who have recently browsed website pages that are similar to the business multiple times.

In the "Search Term Report" and "Target Customer Follow-up Investment Report", you can query the traffic and effect data expanded by target customer follow-up investment. In the search term report, by selecting "Matching Mode" in the "Dimension Split" option, you can view the relevant data of the target customer follow-up part.

However, the target customers for this follow-up investment are relatively not that accurate, and the conversion cost is relatively high, so you must pay attention to the cost when placing the investment. Usually it is used to expand traffic.

6. Personalized recommendation function

The personalized recommendation function means that the system will analyze the personalized needs of netizens based on their browsing behavior and population attributes, and recommend relevant promotion results to them. If you purchase keywords related to your needs, the promotional content will have a chance to be displayed.

In the search term report, you should see that the search term corresponding to certain keywords is "personalized recommendation". This does not mean that the actual search term is "personalized recommendation", but that the promotion plan corresponding to the keyword has enabled the "personalized recommendation" function.

It is recommended that you turn off this function as appropriate, as the traffic it brings is inaccurate, so newbies should pay attention.

VII. Conclusion

The features we talked about today may make Baidu seem very smart just by listening to the names and introductions. They can be based on the customer's search intent and have a large amount of data to support them. But one thing to note is that for Baidu, these features are mainly used to expand traffic, so it is recommended that novices turn them off and enable them again when the account is stable or the industry needs it. Otherwise, it may bring a lot of junk traffic. For accounts without much budget, it is recommended not to enable them.

Various auxiliary tools, functions and products in promotion can be used appropriately only if you can master the optimization techniques and control the account traffic well.

Author: SEM Thinking

Source: SEM Thinking (sem_sw)