The reason why I want to talk about the quality optimization of Baidu's promotion of Fengchao is because part of the job I took over is about bidding ranking; in addition, SEO search engine optimization is a commonplace topic, and it has almost been listed by many seniors. After analyzing most of the problems and sharing successful experiences, it seems a little superfluous for me to say those again. Whether it is SEO or Baidu's Fengchao, the core issue is if you dig out valuable keywords, how to use these valuable keywords to improve the conversion rate of the website is the key. Therefore, whether it is bidding or SEO, Everything is done with thought and execution.
Today, let’s talk specifically about the keyword quality optimization strategy of Baidu Fengchao system.
1. Regarding the optimization of keyword quality: In the early days of Fengchao Bidding, many friends told me that the work content was very virtual and not as simple as the "Keyword Quality Optimization" officially analyzed by Baidu, so they strongly recommended me Playing with ADWords; I have read many articles about keyword quality optimization, and they all agree that keywords must be read smoothly when embedded in creative descriptions. Later, after observing and analyzing competitors' creatives, I found that in Fengchao promotion, In Zuo's creative description, there are many, many incorrect ideas, and there is almost only one contact information and contact person. After dozens of experiments, I came to the conclusion that Baidu Fengchao is not super smart. It only needs to have an absolute keyword appear once in the creative title and twice a keyword in the creative text to achieve good quality optimization. Effect. Therefore, Baidu's explanation of the importance of creative description is so feeble, and it is just concealing the nature of their bidding.
2. Regarding the principles of keyword ranking: It cannot be denied that keyword ranking is closely related to the quality of the keyword, but it is also closely related to the average consumption of your account and the total consumption record. For the next example: I take the company’s Two accounts are bidding on the keyword "Real Estate CEO Training" under the same quality Samsung. One of the accounts consumes about 500 per day, and the total consumption is about 5,000 new accounts; the other account consumes on average about 2,000 per day, and the total sales are 120,000. Under the old account, I bid 5.00 and ranked first on the left. However, the new account needs to bid 15.00 to surpass the keyword ranking of the old account under the premise of the same period, region and quality. Therefore, the conclusion is: a large part of Baidu's bidding model is based on the total consumption of the reference account and the Japanese military consumption quota.
3. Quality optimization strategy: In the past, I tried to create a new plan to optimize unsuccessful keywords, but often all turned into one star by the next day, unable to rank properly. At first, I called the promotion consultant to explain the situation, and their reply This is caused by the relatively fierce competition for this type of words and the lack of clicks for this type of keywords in your promotion account. Later it was confirmed that the quality of the words has nothing to do with the number of clicks. (If any friends are interested in this part, I will explain it in detail. Let’s talk about it later)! In fact, the decisive role is played by the display volume of the word in the Baidu search engine (completely ignoring the competition for free display volume), which is what they say is a relatively fierce competition premise. So since we can't improve the probability of pushing left through optimization again, we don't hesitate to try the following two optimization modes:
1) Free promotion: Once you find that the competition for this word is relatively fierce and cannot be optimized, then the bidding display position of this word on the search engine is definitely limited. Often, only 1-2 promotions will be displayed in the left center of the push, then We can quickly achieve the 3-4 ranking position for the keywords we want by posting on websites with relatively high weights, and use other websites with high weights as bridges to achieve the purpose of promotion. This is often better than posting on search engines again. Optimizing keywords in your meta is much easier.
2) I tried many times to optimize the quality of keywords in Baidu promotion accounts, and came up with an amazing logical relationship. Whenever you optimize a three-star keyword for the first time, more than 80% of popular words and highly competitive words will become one star the next day, but you re-establish a plan (note that it is a plan, not a promotion unit) ) After writing different creative ideas, they will eventually become three-stars. So: Later, when I was bidding for relatively fierce words, I adopted the strategy of one new plan a day. On the premise of ensuring the quality of three-stars every day, more importantly, I The very low price allows popular words to be successfully pushed to the left and is guaranteed to be ranked in the top three.
The above is the result of my thinking and practical experience after having been doing bidding for more than a month. Those who like to see it and have different opinions can please comment downstairs. We will continue to talk freely. Those who don’t like to see it will just drift away.
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