The competition among websites in the medical industry is very fierce. As long as it can make money, he is willing to kill one thousand enemies and lose eight hundred to himself. This will inevitably form competition. As for search engine marketing, everyone will definitely see a more familiar word-Baidu bidding. Many medical industries do not hesitate to open bidding, but the results achieved are different. Some hospitals have brought in a large number of patients due to bidding, generated consultation volume, and gained profits. However, some hospitals are wasting money and have not brought in many patients. What is the reason for this? A very important reason is that the landing page for advertising is not done well. We all know that in order to reduce the amount of advertising investment, the website needs to make some long-tail keywords. So for these long-tail keywords, I have to talk about one issue: bidding for article editing. These articles are the landing pages for long-tail keyword bidding ads, and we must pay attention to them when bidding. I have been editing bidding articles for a period of time and have accumulated some experience. I would like to share it with you and ask for your corrections.
1. What is article bidding?
When it comes to bidding articles, we must first understand bidding. Here we are mainly talking about Baidu bidding promotion. Bidding is simply a marketing model of search engine pay-per-click. Search engines provide us with traffic, and we spend money to make ours The advertisement is placed at the front to attract users to click, and the bidding article is a landing page with a marketing nature that we hope users can find by searching for specific keywords after paying. This page has a very important task to allow users to achieve conversion. There are three parts to pay attention to here: 1. The title attracts users to click; 2. The content provides the most advantageous treatment methods or products we can provide; 3. Allows users to conduct effective consultation.
Many hospitals have not paid much attention to bidding articles. In particular, some hospitals have always used the homepage of the website as the landing page for bidding. If the navigation of the website is done well, the user can still find the information she wants. If you don't do it well, you may lose your wife and soldiers, and you won't be able to transform even if you spend money. Good bidding articles can help us get more patient consultations, thereby converting them into medical visits and creating more profits for our hospital.
2. How to write a bidding article?
Through the above introduction, everyone must know that bidding articles directly obtains rankings on Baidu by spending money, so we do not need to worry about no traffic. So, how to direct this traffic into consultation and generate consultation volume is the meaning and center of bidding. Next, let’s take a look at how to write a bidding article?
A. Determine keywords. When writing a bidding article, the most important thing is to know clearly which keywords we want users to use to land on the article page, so the first point is to determine the keywords of the bidding article. One thing to note here is that there must be a certain search volume. Secondly, you also need to consider whether the conversion rate of the keywords you are looking for is high. If there is a large search volume, but the conversion rate is very low, it is recommended not to blindly use it. For example, "What should I eat for psoriasis?" Patients who search for such keywords usually do not want treatment, but just want to know about diet. Therefore, such keywords are not recommended.
B. Write bidding articles around keywords. After determining the keywords of the bidding article, you need to come up with a good and attractive title for the bidding article. For example, the keyword "psoriasis treatment method". Common editors will use "how to treat psoriasis" or "the best treatment for psoriasis". "Methods", but these titles are very common and will not attract the attention of patients. So, could you use "Psoriasis, are you still unable to hold it?", I believe it will be very attractive.
Secondly, what we have to do is to edit the content. In this process, we must pay attention to the user's search psychology. What does the user need when searching for these keywords? What information does he want to know? For example: "How to treat psoriasis", This definitely means that the patient may have psoriasis and wants to know information about psoriasis treatment. Then, in your article, you should describe in detail how your hospital treats psoriasis, what are the advantages, whether it will relapse, and what the approximate price is (if it is not convenient to tell you the price, you can consult.) What needs to be reminded is that, Before writing about psoriasis treatment, it is best to have a transitional paragraph to give the patient a natural feeling of transitioning to treatment.
C. Pay attention to the best time to introduce consultation. We all know that the purpose of doing bidding articles is to introduce consultation. But it must be caused in the right way. Some editors believe that patients will definitely click for consultation if they do not understand the disease anyway. However, the vast majority of patients will close the page if they do not understand. Because there are so many hospitals, it doesn’t necessarily have to be at your home. What needs special reminder is that what we want to attract are quality visitors who are interested in treatment. Therefore, the editors who do the bidding are responsible for filtering out unnecessary irrelevant visitors for the consultants.
The above are my insights and understanding of bidding article editing. In addition, the website I am responsible for, Qingdao Dermatology Hospital ( http://www.66629131.com ), has opened bidding, and some bidding pages have gradually been improved. You can log in for reference. You can also add my QQ: 331055515, so that everyone can communicate online. The purpose is to make friends through bidding, learn from each other and make progress.
Editor-in-Chief: Yangyang author Xu Ziyu’s personal space