Maybe it's a professional habit. When I search for something on Baidu, I often click on Baidu bidding ads. In the process of observing advertisements, I gradually learned about some common problems faced by small businesses when launching Baidu bidding. After spending countless clicks on small businesses, I feel it is necessary to write an article to explain why small businesses are simply burning money by investing in Baidu bidding.
Should small businesses run Baidu bidding ads?
Do you dare to say "shouldn't"? The fact is there, if you don't put it, your competitors will. As a relatively balanced system, Baidu bidding advertising can bring orders and profits to small businesses, provided... there are many conditions.
Small businesses, especially entrepreneurial ones, have very little budget for marketing. In order to obtain as many orders as possible with a limited advertising budget, small businesses must use low-cost and high-efficiency promotion methods, and search engine marketing is one of the most effective and appropriate marketing methods. Due to limitations of technical capabilities, placing search engine keyword ads (such as Baidu bidding ads and Google adWords ads) has become the preferred method for small businesses.
Baidu's bidding advertising, as long as it is done properly, rarely "burns money".
Why do small businesses burn money by advertising on Baidu?
As mentioned earlier, it is a very good marketing decision for small businesses to place Baidu ads. Unfortunately, most small businesses have almost zero understanding of online marketing, and basically associate “marketing” with “advertising”. In fact, Baidu advertising is not just as simple as obtaining traffic through Baidu.
One of the reasons for burning money: There is a problem with the keyword strategy. The problem lies in keyword placement. Due to specific technical limitations, small and medium-sized enterprises generally rely on Baidu account managers or agents to complete advertising. In order to increase traffic as much as possible while reducing work pressure, generally only some industry words are included, and some long-tail words are rarely involved (in fact, Baidu's policy guidance factors also play a role here).
Friends who are engaged in online marketing know that the traffic brought by long-tail words is generally of higher quality and has higher commercial value. Therefore, on this issue, if small businesses place Baidu bidding ads, they will waste a lot of opportunities and cause "burning money".
The second reason for burning money: There is a big problem with the bidding website. For websites such as "Green Slim" that have been optimized by professional marketers, the optimized design of the bidding website is not a problem. However, small businesses have no chance to understand these details and often direct traffic to the homepage of the corporate website. In this case, due to the unoptimized design of the website, a large amount of traffic will be lost - a large number of visitors will click on the advertisement to enter the website and leave the website immediately without placing an order.
In fact, a real page that "receives bidding traffic" should be a valuable and special sales page that is targeted at keywords. For some non-hard services (such as training services) that are relatively cumbersome to purchase, more attention should be paid to obtaining customer contact information. Unfortunately, more than 90% of small businesses ignore this point when bidding.
For a deeper discussion about small businesses placing Baidu bidding ads, please add my QQ1547845927. If you don’t know anything about me, please search "About Su Dikang".
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