How to make a data analysis report on Baidu bidding?

1. Display volume, click-through rate, click-through rate

1) Only with enough display volume can more people search for you. If the display volume If it is too low, it means there is a problem with the selected search engine and keywords. Regarding search engines, you should first analyze whether the website audience and the search engine users match. As for the keyword factor, you should check whether the number of keywords in the account is too small or the bid is too low. In general, the problem of low display volume can be solved by adding more search engine bidding, increasing the number of keywords, adjusting keyword prices, etc.

2) If the display volume is okay, then you need to pay attention to the click volume. The number of clicks is more related to your creative copywriting, keywords and other content. Whether it can hit the user's demand point and whether it can catch the user's eyeballs.

3) The calculation formula of click-through rate is: click-through rate = click volume/impression volume. When the click-through rate of a promotion account is too low, it usually means that there is a problem with the promotion account. The quality of the account is too low. It is possible that the keyword creativity cannot attract users to click. You can try to modify the creativity again.

2. Average click price

Adjustment of the average click price can better control promotion costs. First, find out the words with too high cost per click and the words with too many daily clicks, and make bid adjustments for key keywords. It should be noted that each bid is best based on two to three days of data. By constantly adjusting bids and optimizing keyword quality, you can find the best ranking position at the lowest price and save promotion costs.

3. Conversion rate data analysis

The calculation formula of conversion rate is: conversion rate = amount of information/number of clicks. When conversion rates are too low there are likely several factors at play. First of all, we need to analyze whether the keyword selection is wrong or the promotion page is not attractive enough. When analyzing, you can combine it with other promotion data such as page visit duration and page bounce rate, and then make corresponding optimization adjustments based on the analysis results.

4. Final conversion cost data analysis

Final conversion cost = promotion account consumption/amount of information. Through this formula, the information cost of the promotion account can be calculated, and even the conversion cost of a certain keyword can be calculated. In this way, we can analyze which words have good promotion effect and high cost, and make corresponding adjustments.

5. Keyword analysis

The data of TOP10 keywords (clicks, display, price, etc.), which words have the worst quality (bringing many irrelevant clicks, etc.) .

6. Consultation data

Click on the visitor's consultation data, how many visitors entered the consultation page, how many effective consultations there were, what is the consultation rate, how much is the consultation cost, etc.

There are many data dimensions for bidding, so I won’t list them one by one. Generally, I export the data from the bidding backend and present the data in an excel file. I can directly analyze it using an excel pivot table, or I will import the excel data into BDP Personal Edition, and then directly drag and drop the data fields to get the data analysis I want. As a result, a data dashboard is presented in the tool, and the data analysis results can be updated by replacing the data every day. The dashboard is equivalent to a data results report, and the dashboard can be shared directly with the person in charge.