How can Baidu bidding promotion be effective?

Speaking of network promotion, Baidu bidding promotion is essential. Now netizens are still used to searching suppliers by keywords in Baidu, so baidu promotion is the main industry. However, from the current situation, the main problem faced by enterprises in baidu promotion is the rising cost of bidding promotion. Because the bidding cost is too high, many enterprises think that baidu promotion is very expensive, even thankless. I often hear business owners say that how much money I spent in Baidu before was completely ineffective, so I won't do it in the future. In fact, there are many factors that cause this "high input and low output". On the one hand, the conversion cost in baidu promotion is indeed higher than in previous years. For example, in the past, it only took tens of dollars to buy an interested customer, but now it may cost hundreds of dollars. Another more important aspect is that due to the lack of professional bidding specialists, enterprises can't manage baidu promotion accounts well, which leads to many problems such as low conversion rate and high consumption of promotion expenses. Through the analysis, we will find that many customers do not understand the operation of bidding accounts, let alone how to save costs and improve the display rate of advertisements. In fact, Baidu bidding promotion has some details and skills to pay attention to. The following bidding network will sort it out for everyone. First, mining keywords Baidu is based on search keywords, and then there is ranking, so only when the keywords are determined will it have certain effects. Many enterprises lack keyword analysis when they go to baidu promotion. This step is often completed by Baidu customer service and then imported into the account. Baidu customer service lacks sufficient understanding of enterprise products, so the method of selecting keywords is single. The keywords recommended by the system are mainly based on industry big data and may not be suitable for specific enterprises. Moreover, Baidu customer service may recommend some very popular words, so that the click consumption is more, the enterprise recharge is faster, and the customer service gets more bonuses and commissions. It is also possible that you pushed some keywords that competitors often search for, so the advertising fee was wasted. Therefore, enterprises still have to analyze according to their own industries, and then combine market experience to screen keywords. There are also companies in the market that bid for Baidu all the year round, such as our bidding network. In the early stage, we will analyze the industry attributes and customer groups of the enterprise, and then dig out some keywords to bid. We vote according to the keyword package year, click infinitely, and put it in the bidding position of Baidu homepage. After a period of time, such as a quarter, when we have the data, we will sum up which keywords have good click and conversion effects and can continue to put them in; Which keywords are not good, then vote with other keywords. This is the skill of keyword delivery, which saves the promotion cost for enterprises and is also conducive to the transformation of promotion effect. We should measure whether each keyword added to the account will bring benefits to the performance of the enterprise. Let the keywords left in the account be converted by clicking, the choice of keywords lies in accuracy rather than quantity, and then establish a thesaurus belonging to the enterprise itself, which is variable and can be added and deleted in real time. Second, the website/landing page baidu promotion's website/landing page is the most important factor in the transformation. When a user promotes the landing page through bidding advertisements, it proves that the user already has demand. If the customer experience is not suitable, he will immediately leave the landing page and return to the search engine to continue searching. And some companies did baidu promotion, but they didn't do the landing page well. It often happens that the landing page can't be opened, which will cause unnecessary losses. Other companies can't provide enough marketing information on the landing page because they don't understand the website and promotion, and can't grasp the hearts of users and dispel customers' doubts. Why did they choose your product? In fact, to put it bluntly, there are only two aspects to choosing a landing page: the home page and the inside page. Through these two "pages", users can provide information to users. Users will log on to the page through bidding advertisements, and if they are interested, they will naturally click on other pages. After browsing the page, if users are interested or have questions, please call or submit a message. How to facilitate users to browse information and find contact numbers or places to leave messages has a lot to do with the transformation. Therefore, we generally recommend that customers make customized websites, and the web page design and architecture are in line with the user experience, which can improve the conversion rate of optimization and promotion. In addition, the detailed layout of the website is also very important. Here is a simple list with buttons to explain the details. How to choose buttons that meet the characteristics of the industry, the whole station should consider whether the uniformity is round or rectangular, the size of buttons, the distance from the content plate, solid or hollow, and the application of each website is different, which needs to be grasped in the design. And these can only be achieved by custom stations. Third, the operation of the bidding account ① Which regions should be put into regional bidding, which provinces should be put into national bidding, or which provinces should be put into local bidding? This depends on the industry and customer attributes of the enterprise. Different regions can set different advertising slogans, and different cities can set different bidding coefficients. In short, it should be placed according to the attributes of the enterprise. (2) The time period of bidding delivery is also determined according to the enterprise attributes. For example, enterprises that do mechanical equipment in the physical industry, because the customer base is also enterprise-level, generally only search for suppliers in Baidu from 9 am to 5 pm from Monday to Friday, so you can focus on advertising during this time period. Another example is the service industry, such as decoration enterprises. Because customers generally search after work, they can concentrate on Saturdays and Sundays. 3 Creative Writing It is often heard that Baidu customer service usually uses a template when advertising creativity, which can really save a lot of time. Because they will have more projects in their hands, it is more efficient to be creative through templates, but the effect is not ideal. Only when creativity is written creatively can we attract users' attention and improve the click-through rate of advertisements. Even if the position of the advertising row is not the first on the home page, users will take the initiative to click on your advertisement, so the cost reduction is inevitable. We suggest that when writing the title and description of the idea, we can first look at the writing methods of competitors. How can we write to make advertisements stand out? Add wildcards to the title, add some exciting click words, and so on. These tips can be used. Then describe, in a short and general sentence, be sure to accurately describe your product advantages and enterprise advantages. 4 Malicious click shielding Under normal circumstances, merchant shielding will be set in the account to shield malicious clicked IP. If you click the IP three times in 15 minutes, 1 hour and 6 hours, it will be blocked and you will not see the advertisement. In addition, you can manually set which user or IP to block. 5 love fan fan customer consultation bidding website must add customer service system, such as love fan fan. When users click on advertisements to enter a website, they can actively communicate users' needs and guide users to leave telephone clues instead of passively waiting for users to call the enterprise for consultation. Therefore, someone needs to operate the Ai Fanfan tool to make a bidding effect. To sum up, we suggest that enterprises should have professional operators to invest in Baidu bidding advertisements, and they can recruit bidding specialists or hand over their accounts to SEM bidding operation companies. Basically, the region, time period, creativity, malicious click and love Fanfan have all been operated well, and there will be some inquiry clues and telephone calls. Fourth, the analysis and adjustment of data statements timely analysis and adjustment of the data generated by bidding advertisements is the most easily overlooked link and the most difficult link for novices. Many executives only pay attention to keyword bidding and the change (increase or decrease) of the number of visitors, and rarely analyze the factors that lead to the change of visitors. Baidu bidding advertisement goes online. Do a good job of daily monitoring, such as consumption, clicks, bounce rate, interception of malicious clicks and a series of data. The more detailed the statistical analysis, the faster you can find out the reasons for the change of visitors. In fact, to be a baidu promotion depends mainly on three important indicators: exhibition volume, click-through rate and conversion rate. 1 exhibition volume What is exhibition volume? In fact, it is the number of times users search for keywords and the number of times your company's bidding advertisements appear. To put it bluntly, users can only click on your company's advertisement when searching, and then generate consultation clues. What if the keywords of data analysis are relatively low? First of all, we need to know whether this keyword is a very important word, so we must vote. If this keyword is highly competitive, the ranking will cost a lot of money, and it is not very relevant to our products, then the presentation is not high, so it doesn't matter. However, if it is the key keyword to be promoted by our company, the display degree is not high, and many advertisements of our company can't be searched. At this time, you can choose to make the following adjustments: adjust keyword bidding, adjust keyword matching mode, and adjust creativity. If all this is done and the display is still not high, then there is only one last resort, that is, contact the bidding network and get the unique trick. (2) Click rate Baidu bids, and the search can also find the advertisements of enterprises, and the display volume is quite high. At this time, it depends on the click rate. After a period of time, what should I do if I find that the click rate is not high through data analysis? First of all, you need to look at the ranking of keywords. It is generally necessary to show the ranking of keywords on the home page. If it is a national bidding, you can choose Shanghai, Beijing, Guangzhou, Shenzhen, Suzhou, Hangzhou and other key cities in baidu promotion for search ranking. If the ranking is not the top 3, the click-through rate is generally not too high. Then look at the creativity of keywords. If the ranking is high, for example, many keyword searches are the first, but no one clicks. At this time, it shows that there is definitely something wrong with advertising creativity. We suggest that the title and description of the idea should be attractive, which is certainly not an exaggeration. And advertising style. It's best to add advanced styles in the promotion background, so that the advertising style shown in Figure 4 will be displayed when searching, and the click rate will be higher. 3 conversion rate bidding advertisements have also been searched, and many people have clicked, but ultimately it depends on the converted query clues and telephone numbers. If everything is done well, but nothing changes in the end, it goes without saying that many business owners will say the old saying: promotion has no effect. Therefore, to improve the conversion rate is actually nothing more than the quality of bidding websites and operations. Basically, users search for keywords and click on advertisements to enter the website, which has certain purposes and requirements. At least the landing page of the website they entered is related to the searched keywords, so it is valuable to users. Then how to improve the user experience, how to actively communicate with users, and how to guide users to leave clues are all elaborated in detail. In a word, it is not that baidu promotion is invalid, but that it is effective only when all aspects are done well. If it is a large enterprise, the annual promotion budget is hundreds of thousands or even millions, and it is possible to recruit people to operate and launch, and the output effect will not be bad. If it is a small and medium-sized enterprise, the annual promotion budget will be tens of thousands of dollars. We suggest that it can be promoted through bidding for a whole year. Enterprises don't need to spend any manpower, all keywords, websites and account operations are handed over to the bidding network, just waiting for a query clue and telephone effect.