Bidding rankings don't make money, and mental retardation will invest money. Today's baidu promotion is more about getting more advertising profits for Baidu itself, and the optimization of Baidu's bidding account is relatively simple. There are still many details to be considered in the operation, such as creative editing, planning, units, website keywords, and Baidu's marketing effect tracking analysis. These are all realized by people who need to know Baidu's bidding.
Then the following sugar has entered today's topic. The information organization of baidu promotion's bidding account covers three elements: website keywords, initiative and landing page, and the whole bidding account basically revolves around these three aspects.
First of all, Tang Xiao combed several experiences of his bidding:
1. Debug the bidding account structure;
2. Put an end to invalid words, excavate as many words as possible, and increase the quality of keywords on the website;
3. Improve the quality (Baidu bids for three stars in the background), reduce the click cost and control the position;
4. Make corresponding numerical analysis, monitoring and detection, and adjust the adjustment in real time;
5. Increase the quality of landing pages, improve the understanding of user experience, and attract users' desire for consultation and purchase;
6. Pre-customer service consultation to clearly explain the answer and promote the success of the final transaction;
A good understanding of the account structure is to debug your promotion account as well as possible, which is similar to the internal optimization of SEO. The promotion plan, promotion unit and website keyword thesaurus in the account should be organized and not reversed. This is relatively easy to complete, at least much easier than SEO internal optimization.
As a person who works in baidu promotion, there are three things that can be restrained, and we should try our best to do our best.
The landing page is the 1 page that the searcher enters after clicking the promotion final result. Of course, this page must be related to the keywords of the website. The correlation between website keywords and landing pages also affects the quality of website keywords and accounts, and of course directly affects the change rate. The tightness of the landing page is also discussed at the beginning of the article, so I won't go into details here. Give a simple example, but some friends will make such mistakes.
The last one is the most important. Finally, the transaction was successful, and the initial benefits were seen from them. As an enterprise, it is especially necessary to strengthen the training of customer service consulting staff. Not everything is a cloud. Customer service consultation is very bad and counterproductive. Of course, the three factors influence each other, and the best effect can be achieved only through more communication and continuous experiments.
First, a reasonable prescription dispensing formula.
Baidu's website has three ways to use keywords. Tell me about my knowledge of these three prescriptions.
1, extensive matching: once we used extensive matching, there were many invalid words, especially at the beginning, we had to add a lot of veto words. 1 00 in the1scheme was not enough to veto, and Baidu's matching was sometimes weak, which made you feel that the position of the words was not good, and it was not easy to confirm whether the specific customers were search agents.
2, phrase matching: So far, I have been using this kind of matching, and it feels good. The requirements for adding words are relatively high, and there are occasional failures, basically few, and the location is beautiful. I want to be ranked first, but I usually rank second or third (for example, we are home appliances, and ordinary users will compare several, so the success rate of talking and trading will be higher, and ordinary visitors will not look back)
3, very accurate matching: this individual word also needs to be used. For those words that are afraid of random matching, it is still necessary to monitor and detect them very accurately. Just search for words from yourself and use the shot blasting machine/
Second, a clear website keyword structure.
1. planning: classified by use,
2. Unit: I am divided into two units according to Baidu's so-called "principle of similar semantics and same structure", one is the unit of words or phrases with common names, and the other is the unit of questions; Later, with the change of quality, it is appropriate to debug the new unit, which can also correspond. The website address of the landing page corresponding to each unit of mine is also different. It is convenient and clear to monitor the person who detects that word, and the transaction is successful.
Third, a little skill and experience.
1. Just keep the keyword positions of the website 2 and 3.
2. The website keywords themselves should also be divided into quality (not the three stars in the background). Generally speaking, the conversion rate of words with table names is not too high, and they can be put behind. The more accurate the website keywords are, the higher the quality is, and the lower the search volume is, so they can be put in the front appropriately.
3. Short website keywords can include long website keywords, that is, only short website keywords are added. When searching for long website keywords, it will also match the added advertisements. At this time, if both websites have keywords, the long price is low and the quality is not bad, they can be saved. If the long website keywords are expensive and the quality is easy to be low, you can delete them. Note that the words here are incomplete and sometimes a little long.
The keyword in the account of the website in baidu promotion is "quality". As we all know, Baidu's bidding promotion is divided into the left side and the right side. Users often just subconsciously care about the top websites on the left side, so we voted. The purpose of keyword bidding on our website is the front position on the left. So how does this combine with quality? Let's see:
1. The probability of star quality development on the left is now 0, which has nothing to do with bidding. In other words, if the keyword quality of the website is 1 star, no matter how much you bid, it will not be displayed on the left.
2. The probability of star quality development on the left is10100% ~ 200100%, which is related to bidding. This means that if the keyword quality of the website is 2 stars, there are two possibilities. 1, it is possible to participate in the left ranking in the case of high bidding; Second, it will not appear in the ranking on the left. The latter two may be related to the market value of website keywords.
3. The probability of the left star is now more than 500%, and it is a bidding vote. This means that whether you can rank on the left depends absolutely on the keyword price of your website.
The basic principle of initiative compilation is to ensure that the text is orderly, concise and clear, including wildcards. High-quality initiatives can not only increase the relevance between website keywords, search terms and initiatives, but also improve the quality of website keywords, promotion units and customer base structure. It can also attract more searchers' attention and increase the click rate and click volume. High-quality creative compilation must focus on two key points:
Point 1: carry out creative compilation around the keywords of the main website in each promotion unit, and find out the core words to give more opportunities for creative compilation (pay attention to this when segmenting words, otherwise it will affect the special situation of creative compilation later).
The second point: reasonably insert wildcards into the initiative, and the combination of website keywords and initiatives will increase the correlation between them, so as to gain more opportunities to attract searchers and improve the click-through rate.
The last thing to do is to track and analyze the price, click rate and conversion rate of all keywords, understand which keywords have high click rate and which keywords have high conversion rate, and constantly debug, optimize and promote keywords according to the delivery effect, so as to seek the maximum income at the lowest cost.