I often hear many people complain about the low quality of their accounts. There are also many bidders who say not to deliberately pursue quality. In fact, this is how I see it. First of all, if the comprehensive index of the account is high, your overall keyword quality will be very high. Quality needs to be pursued, but don’t be obsessed with it. If you insist on it, you will struggle, because Baidu deliberately lowers the quality of words with high competition, so that it can make more money, and the quality directly affects your ranking and click price, so it is technically possible to achieve Samsung's Try to pursue becoming bigger.
1. Let’s first understand the importance of quality.
First of all, you need to know the calculation formula of Baidu bidding click price.
1. If the keyword ranks last among all promotion results, or is the only promotion result that can be displayed, the click price will be the lowest display price of the keyword.
2. Under other circumstances, the price per click = (next bid x next quality)/keyword quality + 0.01 yuan.
So usually the first situation will not occur, because you can imagine what kind of traffic an unbidden keyword can bring, or whether its value exists since it is an unbidden keyword. Unless you have found a super profitable industry or product. But this probability is very low, so by analyzing the bidding ranking mechanism and price calculation formula in the second case, the author can understand that when the quality is high, it is possible to rank high with a low bid. Maybe many people still don’t understand the formula expressed in this way.
The author gives an example. Take the author's industry as an example. For example, the keyword you bid for is "the best hospital in China." Your quality is 2 stars, your competitor is Samsung, his search results are ranked first on Baidu, and you are second. Suppose you and he both bid 5 yuan. Then the price of each click is 5*2/3+0.01≈3.34 yuan, and the third place bids 4.99 yuan with 2-star quality. Then your price per click is 4.99*2/2+0.01=5 yuan. You can think about if it is a gynecological abortion or keywords such as infertility and andrology, and the bid is 30 yuan or 60 yuan, the quality factor will be reflected immediately.
According to the example just now. With a bid of 60 yuan, the click price of the first place is 40.01, and you are 60 yuan. If the third one is from Samsung, then you will pay more. This way you are burning money every time you click. And it costs more than the one in front of you.
So your quality is low and you want to get a good ranking. You have to spend more money than others to rank. Then people who understand the rules can easily take advantage of this and make your bidding data meaningless. First, he can raise the price to get you to bid as high as he does. Then he jumps to second place, leaving you firmly in first place. Then you can think about it. Your price per click is at least twice his. Moreover, the number of invalid clicks in the first place is relatively high. This way you can imagine where your money is going.
2. How to improve quality
When setting up a Baidu account, you must improve the quality no matter what. When it does not affect the conversion rate, even if it has a slight impact, you must try to improve the quality of the keywords. This is a plan for future cost control.
So how do you set up a high-quality account? First of all, Baidu will not tell you how to do it, because its purpose is to make your money, not to help you save money. Then the details need to be perfected by yourself. Don't listen too much to Baidu's suggestions, as that will make you spend endless money. His advice is not to think that your money is enough.
3. Structure of new account
If you have just applied for a new Baidu account, the first step is to conceive your account tree structure in the draft line. The so-called tree structure means that the promotion plan is the tree pole, the promotion unit is the branches, the key words are the veins, and the creativity is the surface of the leaves. So what a tree looks like, how much it sells for, and what it is worth all depends on what kind of seeds you sow.
The tree pole is the type of tree chosen. Just decide on which word you want to use in the industry you want to work in, as long as it has a broad scope. The important thing is the branches, the promotion unit is very important, this is one of the quality measures. Then there are the matching degree of keywords and the density of unit keywords.
Maybe many novices can’t understand this. Then the author will teach you by giving examples, which will make it easier to understand.
For example, if you are in the field of men's medicine, then the first promotion plan is usually to set up brand words. Your promotion plan is set up, so-and-so men's department is usually the name of your own hospital, such as Zhejiang men's department or Shandong men's department. Then there is the promotion unit under this promotion plan. The brand promotion unit is usually the name of the hospital + the name of the department, or the regional word + department, because Baidu's smallest scope is the province. Then the surrounding cities in your city also need to compete, so you need to set keywords for different regions. To give an example, let's briefly talk about the settings of the promotion unit when promoting hospital brands in Wenzhou, the city where the author is located.
Generally, Wenzhou ** Men's Hospital, Wenzhou ** Men's Hospital, ** Men's Hospital, Wenzhou **, regional men's hospitals (** asterisk represents the name of the hospital you are in) Some people here may ask, why Wenzhou ** The Andrology Department and Wenzhou ** Men's Hospital are separated into two units, which I will talk about later. The author first talks about setting the keywords under the unit Wenzhou ** Men's Department. The keywords set under the unit Wenzhou ** Men's Department should be Wenzhou ** Men's Department, where is Wenzhou ** Men's Department, how is Wenzhou ** Men's Department, how is Wenzhou ** Men's Department, Wenzhou* *Andrology address and other words like this.
In this way, the creative title under your unit can be set to: {Wenzhou ** Men's Department} Zhejiang Provincial Key Men's Hospital Another creative title is {Wenzhou ** Men's Department} Where is it? {Wenzhou ** Men's Department} How about then the account's creativity Select priority matching.
Wildcards and your keywords must be added to the descriptions of Creative 1 and Creative 2, and other words can be used separately. Generally, it is to promote your brand and the authority of your hospital. It is best to directly connect the URL to your expert. It can be the package page of the group or the home page of your hospital. The displayed address is up to you. It is usually the home page address + phone number.
In this way, when you look back, your tree structure will always revolve around 4 characters, which is Wenzhou** or **Andrology. Your overall account viscosity will be very high, and the account comprehensive index will be very high. The corresponding quality has also improved a lot. Generally, more than 95% of a promotion plan will be 3-star accounts.
Original author of this article: Ye Feng Medical SEM Group: 113435775 This article is pushed by Ning Xiaole and Ye Feng’s blog: www.ningyufei.com . Please indicate the source when reprinting!
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