Baidu bidding promotion practical information

This article is a paid search promotion learning document developed for the Chinese market. This document is provided as a reference for those in charge of search marketing. The article is a bit long and the content is quite dry. Please save it and ponder it carefully, so that you can transform from a "novice" on the Internet to a "master" in promotion! Concept: What is SEA? SearchEngineAdvertising (SEA) paid search engine advertising, also called search promotion, is a pay-by-performance online promotion method. Search promotion has the advantages of wide coverage, strong targeting, pay-by-performance, and flexible management. Advertisers define the keywords to be bid and the maximum click price through the advertising platform provided by the search engine. When consumers search for relevant words, the advertiser's copywriting will be inspired and displayed. Search engine advertising generally uses CostPerClick (CPC), which is a pay-per-click billing model. During this process, advertisers will engage in real-time bidding with other advertisers, and the search engine advertising program determines ad rankings based on bids and ad quality. What needs to be noted in search engine rankings in the Chinese market is that the Baidu promotion platform and the platforms provided by other search engines not only provide SEA functions, but also include richer online digital marketing functions. Baidu bidding is a system rather than a simple trick. It requires systematic thinking steps to operate. Next, we will explain it from the perspective of account establishment, account optimization and monitoring. Part One: How to set up a Baidu account. Everything is difficult at the beginning. You need to study carefully when setting up a Baidu account. If you want to promote a project, then you must make the following preparations to prepare for the next stage of building an account for promotion. First of all, it is necessary to conduct market analysis, crowd positioning, and sort out all the keywords required for this project and classify them. The point suggested here is to classify keywords with different attributes into as many subdivisions as possible. This is also to prepare for a refined account structure before promotion. 1. Principle of refined account structure division: Let me explain in detail here. A refined account refers to: under each plan, whether the keywords and associated creatives added in each promotion unit correspond to the corresponding landing page. This also ultimately determines whether the traffic is accurate after the account is launched for later promotion, whether the visitors to the website are your target customers, and whether inquiries and orders can be generated. Often a promotion account fails to achieve the maximum promotion effect. Half of the reason is due to the structure of our account, and the other half is due to the placement strategy of the promoter. Therefore, a good account structure is also related to the life and death of the account in the later period (although it is a bit exaggerated, but this is proved by actual combat). This is also the requirement of some bidders who have been in practice for many years to make detailed divisions in the establishment of accounts. One of the reasons is that it is one of the necessary conditions for being a qualified bidder. Bidders entering the SEM industry should remember that a good account structure is a good start before promotion. 2. Practical explanation of account establishment: "Marketing website" is the core keyword of XX.com, so when setting up an account, the "marketing website" is built as a promotion plan and placed on the mobile phone. These setting problems are mainly encountered during the process of building a plan. First, understand the levels of Baidu accounts: Search promotion account level settings 1. Promotion plan level settings: name, budget, time period, delivery area. The name of the plan, "Marketing Website" is the name of the promotion plan. Plan budget. Set a reasonable budget for the plan to control consumption. Often some bidders ignore this setting. If the consumption of the plan suddenly increases, it will eventually cause the total budget set by the account to reach the expected level and the promotion will be offline. Therefore, the budget for the promotion plan must be set. The planning time period is set according to our promotion needs. Generally speaking, the analysis is based on the Internet time period of the target customers. The people we are facing are entrepreneurs or the company’s network director, so our promotion time is from the morning From 8:00 to 22:00 in the evening, corresponding online sales customer service personnel are always on duty to follow up during this time period.

Negative keywords 4. Creative settings in the promotion unit: creative title, creative description 1, creative title description 2, access URL, display URL. (1). Creativity, Baidu official gives some points that need to be paid attention to when writing creative ideas , a good creative idea should include the following four points, be popular, relevant, smooth and attractive. Piaohong, a creative idea should contain 2-3 wildcards. Relevant, the creative ideas you write should be highly relevant to the keywords. Be fluent, so that netizens can see your creativity and read it fluently. Attracting can capture the search needs of netizens and achieve a perfect match with the search needs of netizens. I think the first three points can be completed, but the last point is a bit difficult. For the specific writing plan, we will use the netizen motivation analysis table to conduct in-depth analysis and writing. After analyzing the above, it will be easy to write the fourth requirement of creative writing, "attracting". (Note: Since there is a limit to the number of bytes displayed on the mobile terminal, the creative content must be concise.) Since netizens now have an improved appreciation of websites, the creative title content is "5,000 successful cases, NiuShang.com "The founder of marketing website standards", to ensure that netizens have a certain degree of authority and trust when they click to enter the NiuShang website. Trust is to give netizens the feeling of entering an official website. Then write it in the description, followed by abbreviating the advantages, cases, and product types of our NiuShang.com to closely follow the user needs and purposes of netizens and meet their expansion needs. Of course, there are many ways to display creativity, and different display methods can be set. (2). Access the URL. Since we have already filled in the link in the URL of the keyword, we only need to fill in the promotional domain name of the website. The URL is displayed and the settings are the same. The above is the overall construction process of a plan. No matter which construction method is adopted, we must follow the principles of account construction: the account structure division logic must be clear, the grouping must be refined, and keywords with similar meanings and the same structure must be put together. . In order to facilitate the writing of targeted creative ideas for the promotion unit where the keywords are located; to ensure that all keywords under a unit are embedded in the creative words are smooth and semantically clear, and it is also convenient for later statistics of delivery data, laying a good foundation for future account management optimization work. Keyword Planner Part 2, explanation of post-account optimization plan: After online promotion, post-stage optimization cannot be ignored. After the account goes online, you may encounter the following situations: 1. Keywords are not displayed or the display volume is very low (excluding reasons) No display due to too low bids) Adjustment plan: Expanded matching modes: broad matching, phrase matching (including three modes), exact matching. Different matching modes will bring different effects, and the impression volume of broad matching is much greater than Phrase matching. Phrase matching is far greater than exact matching. Note that these three matching modes have advantages and disadvantages. Therefore, after expanding the matching mode, be sure to observe whether the display is improved and whether there are changes in clicks. 2. There is a lot of consumption but no conversion; the click price is very high but no conversion. For these words, you can create a new plan and subdivide it into multiple units for unified optimization, creative and in-depth writing optimization, give these words an appropriate bid, and then continue to observe the performance of the keywords. 3. There is a sudden increase or decrease in account consumption. For this kind of abnormal situation, we must first eliminate human factors and adjust the account, account plan budget, keyword price adjustment, keyword addition or deletion, matching mode modification, promotion area and promotion period changes, etc., if We forget the overall process of account operations yesterday, we can learn about it from the historical operation records of the account. At the same time, download the data reports for the same period before and after the change, and lock them one by one to see which plans and units the exceptions mainly occurred in, and finally lock in the specific keywords. If the account is large and there are many plan units, you can select plans and units that account for 80% of the account's consumption for analysis to identify the problem (the 80% rule: 80% of the account's consumption may be concentrated in 20% of plans and units) 4. Keyword display, Click on data anomalies.

We can analyze it from the following aspects: changes in display volume. First, check whether the display volume of keywords has undergone a sudden change. Several situations of changes in display volume are as follows; the external environment has changed, and some news or policies have led to a big bad environment. Changes have caused abnormal search volume among netizens. You can check the Baidu Index to see if there is a consistent trend with the changes in keywords. If these are not available, check the search term report to see which search terms trigger the keywords in the account and see if you need to adjust the matching mode of some keywords. If there is no problem with the display, click Mutation to check whether the ranking of key keywords has changed significantly, whether the ranking has decreased, and whether the ranking position has changed. Sometimes the advertising space on the PC side is only displayed on the right side. The three advertising slots at the front of the mobile terminal are not displayed, and only a few advertising slots at the bottom are displayed. The promotion status shows that it is not suitable for promotion, the quality is reduced, and there are more competitors for promotion. Is the competition more intense? These data and problems All require in-depth analysis and understanding. 5. During the period when the account is stable, we also need to expand the vocabulary of keywords that convert well and perform well. The specific methods are as follows: 1. Screen out keywords with good results and expand keywords to more high-quality keywords. 2. Get search term reports in a timely manner and develop high-quality keywords with high relevance. 3. Pay attention to seasonal placement and Internet users’ hot spots, and grasp hot keywords with high relevance. The analysis points and adjustment methods for the above issues are only part of our promotion. We need to put more thought and energy into account placement strategies. As we mentioned before, (often a promotion account fails to achieve the maximum promotion effect, half of the reason is due to the construction of our account structure, and the other half is due to the placement strategy of the promoter.) Here are two points on the account. Delivery strategy: Promotion time period delivery strategy. Because the search groups in each time period are different, the final conversions will also change. Therefore, you can launch a new account or create several plans, and choose to target at a good time node. Sex delivery. Account 28 principle delivery strategy, extract the main keywords of this account (mainly promoted keywords, keywords that mainly generate inquiries, etc.), re-create a new account and only add key keywords for delivery, etc.; there are also some we have I haven’t thought of it yet, but I’m going to try this delivery method. Finally, let’s summarize: What is the most important thing about bidding? ——Love, focus, responsibility, attitude, thinking (distribution strategy), if you have these, I believe that you will go further in this industry. For more reading materials, please refer to: Baidu Marketing-Marketing Center (baidu.com)