I believe everyone still clearly remembers the incident where CCTV News exposed the inside story of Baidu's bidding at 30 minutes. Baidu's bidding ranking was accused of excessive manual interference in search results, causing spam, malicious blocking, and was accused of "extortion marketing" and triggered a The public questions the fairness of its information and business ethics. Those who have not been exposed to this bidding will definitely not know what it means and what the situation is like. I have more than three years of experience in bidding promotions such as Baidu and Sogou, and I have also experienced major changes in Baidu's system. Next, I will slowly explain to you what Baidu does (for bidding users), so that you can fully understand Baidu's unspoken rules.
1. System upgrade
In fact, this is no longer a topic. Friends who don’t know what is going on will definitely ask. The system will definitely be upgraded and optimized. Yes, it is normal to upgrade the system, but what is abnormal is that the upgrade is not aimed at user experience, nor is it aimed at saving costs for bidding users. The problem is that it is constantly upgrading the starting price of bidding and constantly optimizing the speed at which bidding users withdraw money. After Google withdrew from the Chinese market in 2010, Baidu carried out a major system upgrade, which was nominally to optimize the user experience of the system and make it more functional. But customers who use it will definitely jump out and curse. Popular keywords have been adjusted from 3 cents to more than 1 yuan, and some are even more than 2 yuan. If the setting price is too low, you will not be allowed to display and promote.
2. Increase the matching of creative ideas and keywords
In other words, even if the creativity is good, it is useless if it cannot match the keywords. For example, for the keyword L-carnitine, your bid of 5 yuan ranked first, but I bid 5.5 yuan and did not rank first. Why? First: the quality of your keywords and creativity is not high; second: the content is not original; third: the promotion units are not divided well; this is the reason why your ranking has dropped. Why do we do this? To be honest, I personally agree with this. The bid is not the only one. The key is to optimize the entire plan. But then it was slowly distorted by Baidu. Who said you don’t have creative keywords? Keep burning money. Only when the money reaches a certain level will Baidu make your keywords of higher quality and let you display them on the left. one time.
3. Click on the statistics question
The data collected by Baidu's statistics and the statistical code embedded in our website are completely different from heaven and earth. Let me tell you an example from my past and everyone will understand. Our company promotes the product L-carnitine, and we started advertising it in the morning. I took a quick look, and within half an hour, the 1,300 ads were gone. The first thing you would think is, what’s the point of this? The traffic is high. Haha, you will be surprised next. According to the statistics on my website, less than 100 people have entered, and the 800 platform (online communication platform) also counts less than 100 people. But Baidu counted 460 IPs. Oh my God, each IP costs 3 yuan. There are so many more, so I asked Baidu, it’s okay, Baidu is the most accurate. Do you believe it? Otherwise, do I still need to use the statistics codes of other websites? If the product you are promoting has popular keywords, I still advise you not to post too many ads. It is cost-effective to post ads manually. If you post about 200 ads each time, it will not be able to do anything it wants. After all, you can see the data in real time.
4. Baidu functions are opened randomly
If you have just opened an account, Baidu will maliciously open your permissions according to each different agency region, such as Baidu Alliance, promotion time, etc. What is Baidu Alliance? It means that when users pass by your website (provided that you enter through Baidu keywords), it will display your promotion on major websites. When you enter other websites, you will also be given priority to see that you have entered. I have been trying to promote keywords for the website for a while, and it is definitely a few hundred per day, but there is no quality at all. Money spent wasted. There are definitely many corporate users who don’t know about the restrictions on promotion time. If you advertise 24 hours a day, it’s no wonder that the expenses don’t go quickly. This requires you to set the time period for promotion. Baidu is too cunning and won’t tell you in advance. That said, it won’t tell you that this function is available until you finish the unexplained consumption. Baidu promotion area is also one, very important.
5. Human factors
I don’t know if you have noticed this. In fact, the customer service in Baidu is rubbish, not even comparable to an ordinary specialist. You open an account and add keywords according to your industry and products. In fact, they all search for them. For customers, it’s OK to just copy them, and they are all rubbish ideas. Each unit only has one or two ideas, which are not original. It is ridiculous that advertising does not cost money. Baidu basically has a rule. When opening a new account, they will randomly give you some keywords, and they will tell you how to set them up later.
After reading the report, will you question Baidu's medical license fraud using Photoshop, the top-ranked website making false advertisements, companies that refuse to pay claiming to be blocked by Baidu, and the negative impact of deleting major customers?
Based on these, if you don’t understand, there is no need to promote your Baidu bidding. This is also my three years of experience in promoting this industry. Many people may know this, but I still write it down for those who are just starting out to avoid detours. Later, I will continue to share with you how to set advertising keywords and creative ideas to save costs for bidding users. This article is shared on L-carnitine www.tingmeineiyixiu.com
Thanks to zhangyucheng for his contribution