In short, Baidu bidding is a mature search engine advertisement, which promotes the products or services of enterprises on Baidu search engine in the form of keywords, and pays according to the effect.
Let's discuss today, what is Baidu's bidding ranking?
Search result sorting rule
Basic sorting rule
First, let's explain some nouns.
◆ Ranking is determined by keyword quality and bid (quality × bid) * * *.
◆ Quality: a comprehensive index to measure the quality of promotion results in search promotion. It reflects the netizens' recognition of the keywords and creativity involved in baidu promotion. Expressed in the form of five-star+digital score
◆ Bid: The maximum price that the customer is willing to pay when the promotion information is clicked once.
Lowest Display Price: the lowest price that can be displayed for keywords calculated by the system.
◆ Ranking: the ranking of each enterprise information when it is displayed in the search results.
The relationship between nouns is shown in the following figure:
Click price: the actual cost of a customer's promotion information being clicked by netizens once.
Secondly, let's explain the relationship between nouns.
(
Quality × the higher the bid), the higher the ranking.
Search result display rule
Where are the search results displayed?
1, the top five on the left side of the PC home page, with advertising words.
2. The home page of the mobile terminal has four promotion positions and advertising links.
PC-side demonstration
Mobile demonstration
Search result display rule
Presentation condition
0 1 quality threshold: if the score is greater than 2, you are eligible to push left.
02 quality × bid is competitive enough.
03 Bid ≧ Minimum Display Price
The advertising promotion position of Baidu search engine changes in real time, and the display styles are varied. Different times, different regions and different customers have different display styles according to different search results.
Quality influencing factors
Optimizing quality can start with optimizing pages related to rankings, ideas and goals:
1. Optimize ranking: ranking directly affects the click-through rate of promotion results. High-ranking keywords attract the attention of netizens and help you get more clicks. When the quality is not good, raise the keyword bidding appropriately to get a better ranking and improve the quality.
2. Creative optimization: four requirements of creative optimization: attractive, closely related to keywords, smooth and appropriate redness. Creativity is highly relevant and attractive, which is a manifestation of high creativity and is very effective in improving quality.
3. Optimize the target page: the key to optimizing the target page: the creative selling point should be found in the URL-linked webpage. When netizens are attracted by creative selling points and click to enter the webpage, but can't find the corresponding content, they will leave the website. The bounce rate will seriously affect the quality, so the creative description should be true and objective.