Combine theory with practice and share a Baidu bidding promotion plan!

As the boss of a company, I saw that my peers voted for Baidu bidding advertisements and planned to open a Baidu bidding account to try. At this time, I found the marketing department and asked to make a detailed Baidu bidding promotion plan in combination with the company's business. Next, the author will share with you the practices and precautions of Baidu's bidding promotion scheme, hoping that advertisers can have another understanding of Baidu's bidding after reading it. In order to facilitate readers' understanding, this paper takes the catering management system industry with fierce competition as an example. First, the promotion purpose customers have actual needs, enter keywords such as "catering management system" in Baidu search box, trigger advertisements, come to the website, communicate online or consult by telephone, and leave contact information. On the one hand, it can bring sales leads, on the other hand, it can improve brand exposure. Second, the analysis of competing products Enter the keywords related to "catering management system" in Baidu search box, and see the advertisements of Yin Bao, Keruyun, Erweihuo, Sixun and Mike, and the peer competition pressure is greater. Third, the crowd analysis is generally restaurant owners, IT personnel and purchasing personnel, who want to use the catering management system to realize informationization and achieve the purpose of increasing income and reducing expenses. Fourth, the new promotion plan determines the core seed words according to the service type and industry of the project, and expands the related long tail words through the roots, which are roughly divided into three categories: common words, brand words and industry keywords. Expand keywords around the catering management system and increase catering sub-formats, such as fast food, restaurants, western food, hot pot, cafes and so on. So the new plan is called common words, brand words, fast food, restaurants, western food, hot pot, coffee shops and so on. Fifth, the selection of mining keywords should be considered from the user's point of view and conform to the search habits of mass users as much as possible. Analyze competitors' keywords and the competition degree of keywords. Observe the index and competition degree of keywords at any time and adjust the bid in time. You can find keywords by keyword planner, related search, search drop-down words, search word report and so on. , and follow a certain amount of search (through keyword planner, Baidu Index) and the business-related principle to select keywords. The keyword grouping of intransitive verbs follows the eight-character principle, that is, the meaning is similar and the structure is the same, and each unit corresponds to 3- 15 keywords. For example, the catering management system and catering management software can be put under the same unit. Seven. The actual click price of keyword bidding is next keyword bidding * next keyword quality/current keyword quality +0.0 1 yuan. Add a new keyword, initially price it at a price lower than the background guidance price, and then adjust it according to various data indicators after comprehensive analysis. Eight, the matching method is generally used in the early stage, and then the matching method is adjusted according to the promotion situation. Using different matching methods will help us locate potential people in different ways. Different matching methods will affect the range of keywords appearing on Baidu display pages, and rational use of matching methods will help us attract accurate potential audiences. 9. Write creative advertisements and write some eye-catching and creative titles to attract customers' clicks. Follow five points: floating red, fluency, relevance, selling point and attraction. When writing ideas, we should integrate the advantages of the company's brand, such as more than 20 years of experience in the catering industry, providing on-site service, and there are more than 1000 agents in the country. X. The specific promotion budget needs to be determined according to the actual situation of the company. For example, 20,000 yuan will be recharged first, and the trial period will be two weeks according to the daily budget of 1 10,000, and then it will be adjusted according to the promotion effect. XI。 The specific promotion period needs to be determined according to the actual situation of the company, such as Monday to Friday from 9: 00- 18: 00,10: 00-1:00. 12. Promotion areas and industries should lock in the distribution of fast food, restaurants, western food, hot pot, cafes and other catering formats in the country through online search and business personnel, and put specific formats in key areas, such as focusing on promoting Sichuan hot pot catering management system. Thirteen, landing page design from the customer pain points, refining product selling points, writing attractive copy, beautifully designed landing page, is conducive to improving the conversion rate. Be precise when placing advertisements, and link keywords to the corresponding landing pages. When visitors search for brand words, advertisements link to the home page. When searching for hot pot management system, the advertisement links to the corresponding hot pot management system webpage. Fourteen The effect evaluation visitors communicate with customer service through telephone consultation (400 telephone/mobile phone number) or online communication (Baidu Shangqiao/online QQ), and the customer service sorts out the inquiry information every day. Fifteen, the main work content has not touched the background of Baidu bidding account, thinking that after the account is set, there is no need to worry. In fact, there is a lot of work to do, and optimization is endless. The main work of bidders includes paying attention to keyword ranking and adjusting keyword bidding; Improve the layout of account keywords and expand industry keywords; Analyze the search word report of the previous day and control the traffic; Write advertising ideas to attract visitors to click; Improve the content of the website and improve the transformation; According to the promotion effect, create new advertising schemes in time; The content of the landing page is perfect, improved and upgraded; Summarize the promotion activities once a week. There are many problems encountered in the actual operation process, and the author is inspired here. Marketers can refer to it in the process of actually establishing and optimizing accounts. Only by combining practice with theory can we achieve the ideal promotion effect. Welcome everyone to communicate with each other. Originality is not easy, please do not reprint without permission. Please contact me if you need to reprint. 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