For people who are engaged in e-commerce, if they want to become bigger and stronger in the future, then Baidu bidding advertising is definitely a corner that cannot be bypassed. It is true that website SEO optimization can improve our natural ranking, but it takes a relatively long time. In the period of rapid corporate development, time is money. During this period, choosing Baidu bidding advertising can be said to be a necessity. The author has participated in the operation of many shopping malls and corporate websites at work, and has accumulated rich experience in Baidu bidding advertising. Here is an introduction to the keyword setting strategy in Baidu bidding advertising.
1: The main keywords are still long-tail keywords
When many friends launched Baidu bidding ads in the early days, they often found that within half an hour or a few minutes, all the advertising fees in their accounts were consumed, but they did not actually bring much actual order volume, so they felt that Baidu The bidding was flashy and the effect was not as good as expected.
Phenomenon analysis: Account advertising costs are consumed instantly, mainly due to improper keyword setting. You can control costs and improve delivery effects by adjusting delivery strategies.
When placing bidding ads, be careful not to place keywords that are too competitive. Take diet pills as an example. If you want to put the word "diet pills" and want to be ranked first, because this word is not cheap and the number of clicks is very large, it will definitely be the account balance if the budget is limited. Consumed instantly.
When we place bidding advertising keywords, we must start from the search behavior habits of target customers and select those more accurate keywords. Although the search volume of these keywords is not that large, they have several advantages: 1. The conversion rate is extremely high, and the customers who search like this are basically customers who are willing to buy; 2. The price is cheap, and because they are relatively accurate and unpopular, these key words Words are often cheaper, and you can be ranked higher if you bid lower. Taking weight loss pills as an example, we can put keywords like "What brand of weight loss pills is the best" and "What weight loss pills are the most effective".
When long-tail keywords are placed, the number of clicks brought by a single advertisement is relatively limited. In order to ensure the business volume of the website, we generally place a huge number of long-tail keywords. For a medium-sized B2C mall, it is normal to place hundreds or even thousands of long-tail keywords.
2: How much is the appropriate keyword bid?
Many website owners feel that Baidu bidding is relatively expensive, especially if they want to be ranked first. A click often costs more than ten yuan or even dozens of yuan, and they are reluctant to put it in.
The author believes that the price of keywords mainly needs to be cost calculated from the specific industry. If you pay close attention to Baidu's bidding ads, you will find that ads such as weight loss and breast enhancement have the highest bids and the most fierce competition. The reason is that the profit margins of these industries are particularly high, which can support them to pay such high advertising fees. .
Before placing ads, website owners must first calculate their average daily number of orders in the past six months, what their average daily click-through rate is, what their average order volume is, etc. This can only be done after fully understanding these data. Know it well. For example, if your order conversion rate for natural traffic was about 4% in the past, then the order conversion rate for bidding ads might be around 2%-3%. Calculated based on the average order transaction amount of 500 yuan and profit of 30%, every 100 traffic can bring you a gross profit of 300-450 yuan. In other words, as long as the bid for this keyword is less than 3 yuan, we think it is a good deal.
It is recommended that when placing bidding ads, any keyword should be calculated separately. If possible, you can even conduct separate experimental analysis, and then determine a more appropriate bid for each keyword. In addition, since the bidding advertising market is a dynamic market that changes in real time, competitors are constantly exiting and new competitors are joining. Everyone must pay attention to regularly testing the ranking, traffic and effectiveness of the ads to make adjustments.
Three: How to track hot keywords
The keywords used in bidding advertisements are not static and must constantly change according to market and customer conditions. Especially those keywords that will become hot spots in the market and have high conversion rates. If we can detect and layout them in advance, we will get particularly good results.
Tracking hot keywords is a must-do and long-term task when placing bidding ads. We mainly rely on customer feedback, industry websites and news hot words to capture these keys. After determining a batch of keywords, you can do the first step of trial delivery. If the effect is good, immediately increase the amount to follow up.
The key to tracking hot keywords is “quickly”, and we must make a good layout before the market becomes hot. If you follow up later, there will be many competitors, the conversion rate will be greatly reduced, and the price will be very high.
This article is original by Guangzhou SEO: http://www.gzseo88.com .
Editor-in-Chief: The personal space of the author Yang Yang, an old farmer in Guangzhou