How to divide keywords in baidu promotion?

Friends who bid know that in the past, Baidu keyword matching methods were divided into three types: accurate matching, phrase matching (accurate inclusion/synonymous inclusion/core inclusion) and extensive matching. Keywords are used to capture interested netizens, that is, your potential customers. Suppose you are a potential customer, try to write down every keyword you can think of, and put the keywords with similar meaning and the same structure in the same promotion unit. Similarity means to ensure that multiple keywords in the same promotion unit have a high correlation with creativity, and the same structure ensures that sentences can flow smoothly at the same time when wildcards are inserted into creativity to achieve better display and promotion effects. How to divide keywords in baidu promotion? Keywords are very important materials for Baidu's bidding promotion and other platforms' bidding promotion, which directly determines the traffic and post-effect of the promotion account. It is essential to choose the keywords to promote and establish an account. The Travel Bidding Trust tells you that once you have mastered the keyword classification method of Baidu bidding, the account structure will come out immediately. According to the way to locate potential customers by keywords, the following are several common keywords: the first category: divided into 1. 1 according to the part of speech, the product word can be the broad category of products/services you provide, or the product category, which may be the type, model and brand of the product. The former, such as "English training", "flowers", "pet supplies" and "cars", have a large number of searches and can cover more potential customers, and the competition may be fierce; The following words, such as "IELTS Listening Class", "Buy Roses", "Royal Cat Food" and "Audi A4 Price", generally have clear search intentions. I suggest you highlight the characteristics of your products in your creativity, clearly convey the selling points such as price and promotion, seize the concerns of these potential customers, and promote transformation. For different industries and enterprises, the classification and subcategory of product words may be different. For example, "IELTS training" may belong to a large category for specialized IELTS training institutions, but it may belong to a small category for institutions that register for various training services. Please be flexible according to the nature of your business. Due to the different search habits of netizens, we can also consider using some abbreviations and nicknames for some specific product names, such as IELTS-IELTS, dry cleaning machine-dry cleaning equipment, etc. 1.2. Catchwords are some oral expressions that netizens may use, which may appear in interrogative sentences and declarative sentences, such as "I want to open a dry cleaner", "Which English training institution is good" and "How can I learn English well". Generally, people who use this kind of search words are individual consumers, and the purpose of search may be mainly to obtain information. Paying different attention to the results of commercial promotion will bring you different transformation effects and commercial value. I suggest you try it according to your own business characteristics. 1.3. Regional words are the combination of the above product words, popular words and regional names, such as "French Training Course in Beijing" and "Express Delivery in Shanghai". Netizens who search for such words have clear business intentions and generally want to spend/buy locally. It is suggested that you highlight the geographical convenience of products/services in your creativity. 1.4. Brand words include your own brand keywords, such as "Baidu" and "Yes", or some proprietary brand asset names, such as the proprietary technology and patent name owned by your enterprise, but you can't submit keywords that infringe others' intellectual property rights. 1.5. Crowd-related words Internet users do not directly express their demand for products/services, but search words express other related points of interest, which may be highly coincident with your potential customer base. You can present the promotion results to these potential netizens, attract their attention and stimulate their desire to buy. For example, netizens who are concerned about studying in Korea and recruiting by Korean companies may have potential needs to learn Korean, or they may be your potential customers. How to divide the keywords in baidu promotion into the second category: according to the length of keywords, bidding trust companies believe that according to the length, they are simply core words and long tail words. 2. 1, the word "core words" can accurately express what enterprises need to know. Customers with large search volume are used to searching with this word, and usually use fewer words, such as "accounting training". 2.2. The word "long tail" can express the question you want to ask in more detail, and add descriptive words before and after the core words, such as "How much is the accounting training class in Hangzhou". The search volume of core words is large, the flow is large, the accuracy is low, the competition is great, and the price is relatively high; Long-tailed words have small search volume, low traffic, high accuracy and less competition, and are more suitable for companies with low budgets. The third category: according to the data indicators, we know that a very important step in Baidu's bidding work is data analysis, and the data is mainly consumption and transformation. Through data analysis, we can know that the keywords in the account can be divided into four categories according to the four-quadrant coordinate axis: 3. 1, high consumption and low conversion 3.2, high consumption and high conversion 3.3, low consumption and low conversion 3.4, and the statistical analysis and optimization methods of these four words. Let's talk about it in detail in data analysis next time. Baidu promotion account is a big problem, and there are many details to consider. You can't change or adjust the structure and reorganization classification of the account at will, which will cause the instability of the account. Modifications are not recommended unless necessary. For the reclassification of keywords, we have the following suggestions. For keywords with no star rating or one to three stars, pick out the re-creation scheme, group keywords with different attributes, and write creative optimization. For the overall structure of the account, make sure that all optimized keywords are brands or activities. No matter which way they are optimized or classified, it is recommended to reclassify them according to the nature of the keywords. How to divide keywords in baidu promotion and how to subdivide keywords in Baidu bidding [1]? In the optimization of account structure, it is particularly important to subdivide keywords, which can be roughly carried out in the following three steps: 1. Firstly, the key words are classified into large categories, and the promotion scheme is initially determined. Keywords are preliminarily divided into five categories according to brand words, product words, common words, crowd words and competing words, corresponding to the planning level, and each category of keywords can be subdivided into multiple plans according to needs; ? 2. Re-classify the five categories of keywords, initially determine the promotion unit, and classify the keywords into several categories according to the keyword structure, part of speech, prefix and suffix, and initially determine the promotion unit; ? 3. Split the promotion units with more keywords, and split the promotion units with more keywords into multiple promotion units according to the number of keywords; 4. According to the promotion area, according to the target market promoted by the company, to distinguish the promotion effect of each area; 5. According to the promotion period, according to the bidding promotion period of the company, the keyword bidding and ranking changes in different periods, the scheme can be divided according to the time period; 6. Divide the plan according to the company's activities and product promotion; 7. Reclassify keywords according to their consumption or conversion effects, such as high consumption words, low consumption words, high conversion words, low conversion words and so on; The above are just a few reference ideas to promote keyword division. In practice, we can divide the promotion scheme according to the actual situation of the company's bidding promotion, as long as it is convenient for account operation and management, how to divide it can be. Further reading: The latest keyword matching method is 1, which exactly matches the same search term as the keyword. However, Baidu has added an intentional accurate area matching function. If you set up accurate regional matching, when the keywords you set include regional words, netizens located in the region (judged by IP address) may search for parts other than regional words, and may also display your promotion results. Concept: keywords and synonymous variants of keywords submitted by advertisers will be consistent with users' search terms. Conceptual analysis: Accurate matching is the core important traffic that customers are most concerned about. In order to ensure the effect, promoters often pay high prices for accurately matched keywords. At the same time, the search words are controlled to be completely consistent with the keywords, so as to control the delivery and control the cost. By checking the search word report regularly, add new search words as keywords in time. Examples of matching: 1. 1, spaces and punctuation, for example, if the keyword is "flowers" and the user's search term is "flowers", the matching can also be successful; 1.2, typo, for example, the keyword is "English summer class", and the user's search term is "English department fake class", which can also match successfully; 1.3. Writing variants, such as "Hong Kong Disneyland" as the keyword and "Hong Kong Disneyland" as the user search term, can also be successfully matched; 1.4, the meaning of the order change remains unchanged, for example, the keyword is "what to eat to lose weight quickly" and the user's search term is "what to eat to lose weight quickly", which can also match successfully; 1.5, function words, for example, the keyword is "How much is the name?" The user's search term is "How much does it cost to get a name?" You can also match successfully; 1.6, repeated redundant words, such as the keyword "trailer rescue" and the user search term "trailer towing rescue" can also be successfully matched; 1.7, synonyms, for example, if the keyword is "tooth gap" and the user's search term is "tooth gap", the matching can also be successful; 1.8, search for words with the same meaning, for example, the keyword is "the efficacy and function of bird's nest", and the user's search term is "the function of bird's nest on human body", which can also match successfully; 1.9, unique geographical location, for example, the keyword is "Shanghai Oriental Pearl" and the user's search term is "Oriental Pearl", which can also match successfully; 1. 10, the only geographical location, for example, the keyword is "Huang Xiaoming's wife with the same paragraph" and the user's search term is "anglebaby with the same paragraph", which can also match successfully; 2. Exact phrase matching includes-exact matching+complete keyword synonymous inclusion-exact inclusion+keyword insertion, inversion and synonymous form core inclusion-synonymous inclusion+keyword core part or form inversion phrase, which supports synonym matching 2. 1, including, for example, keyword "second-hand furniture" and user search term "where can I buy second-hand furniture" 2.2. Insert, for example, the keyword is "second-hand furniture" and the user's search term is "where is the buyer's second-hand goods", which can also match successfully; 2.3. Change the order, for example, if the keyword is "second-hand furniture" and the user's search term is "how much is second-hand furniture", the matching can also be successful; 2.4. Classification includes, for example, the keyword is "second-hand furniture" and the user's search term is "where can I buy second-hand sofa", which can also be successfully matched; 3. Intelligent matching and wide matching: exact matching+phrase matching+keyword-related variant form 3. 1, intelligent matching-core word concept: a certain part of a keyword is automatically identified manually or systematically, and the core word and its synonymous variants will be included in the user's search words, while some keywords except the core word will find out the search words related to semantics and intentions through intelligent matching. Conceptual analysis: Intelligent matching is a matching method that covers a larger traffic range than phrase matching. Many advertisers compare it to the past phrase core or extensive match, but there are differences-the difference lies in the expression of core words. In the past, many customers called "phrase core" small and extensive. Intelligent matching-the purpose of using core words is to cover more traffic with a relatively wide range of triggers and pay a lower price. The expanded search terms should not only meet the requirements of not deviating from the central theme, but also have excellent coverage ability. In the specific operation, we suggest that the core words circle short words. Matching examples: 3. 1. 1, keywords: {chronic pharyngitis} What are the symptoms? Here we define "chronic pharyngitis" as the core word to match: (chronic pharyngitis with dry cough), (what medicine to take for chronic sore throat), and (chronic pharyngitis) can't match: what are the symptoms of pharyngitis, how to treat pharyngitis, and what medicine to take for pharyngitis. Here we define "pharyngitis" as the core word, which can match the same keyword: (chronic pharyngitis with dry cough), (what medicine to take for chronic sore throat), (chronic pharyngitis), what are the symptoms of pharyngitis, (how to treat pharyngitis) and (what medicine to take for pharyngitis), set up intelligent matching-core words, and define different core words. Compared with the matching form of circle {chronic pharyngitis} intelligent matching core words, it further broadens the coupling degree between keywords and search words, suggesting that the bid is lower than the phrase, thus stabilizing the account cost. 3.2. The concept of intelligent matching: the keywords submitted by advertisers will be intelligently recognized by the system and matched with the user search words related to the search intention. You can get rid of the shackles of words when you match them. Conceptual analysis: This is the most generalized matching method, and intelligent matching has stronger expansibility and the widest degree of literal coupling-the search intention is related, that is, it may be literally irrelevant. Examples of matching: 3.2. 1 For example, if the keyword is "second-hand furniture" and the user's search term is "how to move and choose furniture to save money", the matching can be successful; 3.2.2. For example, if the keyword is "Baidu has money to spend" and the user's search term is "What should I do if I need money urgently", the matching will be successful; 3.2.3. For example, if the keyword is "How to end being single" and the user's search term is "How to find a girlfriend", the matching can also be successful; It is not easy to learn bidding promotion well. Based on many years of bidding experience, I have always felt that patience is very important. But this is exactly one thing that many people can't concentrate on at present, which also leads to that not everyone is suitable for learning bidding, not only not many, but also few people are engaged in this job. With the globalization of commodity economy, the pace of development is getting wider and wider, and more and more people are eager for quick success and instant benefit. They all want to make big money simply and quickly. Who will pay for this money? A lot of work still needs to be done slowly, slowly and steadily, step by step! Refer to Baidu bidding for how to subdivide keywords/bdtgzgjcrhhf.html.