There is currently a lot of information on bidding tutorials, and most of them talk about Baidu account optimization.
Baidu bidding account optimization is very important, so how to effectively optimize Baidu bidding account, thereby improving the quality of keywords, obtaining higher rankings with lower click prices, thereby reducing overall promotion costs and increasing return on investment. In fact, there are many similarities between Baidu bidding account optimization and website optimization. After all, how to optimize Baidu bidding account?
The advertising circle has summed up some experience in many years of actual combat. The following points can be summarized:
Optimize account structure
According to product characteristics and expected goals, the account is divided into segmented management modules such as campaigns, ad groups, keywords, etc. Different products have different ad groups and keywords. Divide the three one by one to create a reasonable account structure.
Optimize keywords
Including keyword quality and actual business conversion rate. As we all know, the ranking of ads is determined by the quality of keywords and bids. This shows the importance of keyword quality. The quality of a keyword is related to factors such as the relevance of the ad, the historical search record of the keyword, and the target page. Regarding the actual business conversion rate, it is necessary to monitor and collect statistics on the actual situation after the advertisement is launched. Currently, search marketing tools that provide relatively complete monitoring functions include topsem developed by Guangdong Tiantuo.
Optimize advertising creativity and advertising pages
After the user enters the keyword, the creativeness of the advertisement and the landing page directly affect the customer's user experience, which in turn affects the online purchase. Therefore, how to make advertising creativity more in line with the needs of potential customers, open the advertising landing page faster, and provide a higher user experience is the focus of advertising creativity and advertising page optimization.
There are also some issues that the advertising circle thinks everyone needs to know:
During the Baidu bidding process, many people will find that the ranking of creative ideas is constantly changing when they check the rankings, and they think that their accounts are unstable. In fact, there are two reasons for this: "First, every unit of your account will There are several ideas, and the quality of several ideas is different. You have conducted a rotation exhibition, and the different quality of the ideas will lead to different final quality.
Therefore, the rankings for the same bid will change, or your competitor has launched a round of exhibitions, and some of this competitor's creative ideas are of higher quality than your current creative ideas, and some are of lower quality than yours. Therefore, the ranking on the final page is unstable. Second, in fact, some careful people will find that the ranking of promotional link positions is often more unstable.
In fact, the promotion link itself has a certain level of rotation, but in this rotation, only all creatives within the same value (quality bid) level are rotated. It’s not that your account is unstable.
The article was first published on www.adWordsing.com , please indicate when reprinting!
(Editor in charge: Yang Yang) The personal space of the author's advertising circle information technology
-