Unknowingly, I have been involved in bidding promotion for a while, and I am currently mainly responsible for bidding promotion in the company. Since Google withdrew from China, Baidu has accounted for a larger share of domestic searches. However, most domestic Internet users have adapted to the Baidu search engine and are accustomed to using Baidu tools to query information. As the target users of Internet companies, most of them are also free from Baidu search. Starting from the search engine marketing of Internet companies, Google AdWords brings fewer and fewer customers. Baidu (bidding) has certainly become the first choice for any company; similarly, Competition among peers is even more motivating.
After work, I have also written several articles about bidding promotion on my blog. Writing these articles is mainly to summarize some of my daily work practice, and at the same time, in the process of summarizing, it is also for myself to learn better. . Today's article mainly wants to talk about how to deal with some invalid click traffic that is often encountered in the Baidu bidding process, so that the bidding promotion can be more accurately displayed in front of potential users, and the Baidu bidding account can be healthier.
When doing Baidu bidding, we must pay attention to detecting the source keywords, and at the same time, we can also see the user's search habits. First, open the Baidu bidding account. After entering the account, there is a "reporting tool" on the toolbar. We can use this tool to develop keyword monitoring and detect the match between the user's search and the keyword creativity in the bidding account. For example, when a user searches for "freckle removal products, freckle removal cream price, Chinese medicine for freckle removal", Baidu can also match the creative combination of keywords "laser freckle removal price" in the bidding account (note: this is just an example). The quality of such search users will be relatively low, and it is very likely that after entering the website, the required information will not be found and the web page will be closed quickly, causing us to waste a click price.
In order to increase the workload more effectively, we can periodically customize the keyword monitoring report, so that statistics can be viewed daily and weekly.
Detecting invalid click keywords can also be carried out using webmaster statistical tools. Commonly used webmaster statistical tools include cnzz, Baidu Statistics, 51la, etc. Use the webmaster tool to monitor the source of keywords in the background. I believe many webmaster friends and bidding friends will use it. I don’t need to introduce it here. However, the statistical tools will involve natural and other traffic, and detection will be more troublesome than the former; however, the data accuracy will be more precise and comprehensive.
After detecting invalid click traffic, we need to block these terms so that our bidding ads will not be displayed when users search for the same terms again. Select the matching creative unit group in the bidding account when the user searches for invalid keywords, and add the invalid keywords to the negative or precise negative in the "Promotion Plan".
It seems that bidding promotion is a fast, simple and effective promotion method that only costs money, but the details are also a crucial step in determining success or failure, and details must not be ignored. Each method of online marketing promotion has its own unique advantages. We cannot judge whether this promotion method is good or bad from one aspect alone. The effect of any promotion method that reaches its extreme cannot be underestimated.
The Internet marketing blog with the first address of this article: http://guaju.net (please keep it for reprinting)
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