In recent years, the development of the Internet in China has accelerated, and users of Baidu PPC have become increasingly mature. The limitations of the originally seemingly simple and easy-to-use promotion platform for high-end users have gradually been revealed, and promotion on Baidu search will also enter a bottleneck - no matter what. Neither optimization nor expansion can continue to improve results. In order to take bidding ranking to a new level, Baidu developed the Fengchao system ("professional account") based on the original bidding ranking platform ("standard account").
The original bidding ranking platform implemented a manual review mechanism in order to protect the user experience, which required a high degree of correlation between the target page, title description and keywords, which greatly limited the scope of keywords that could be submitted. In addition, PPC has many merchants in some popular industries, the competition is fierce, and the click price will be relatively high.
Some more mature promotion merchants have taken a different approach and found that long-tail keywords (very specific keywords with relatively small search volume, such as "2009 Beida Jade Bird's enrollment market") can help them avoid competition and lower click prices. And when the number of long-tail words grows to a large enough level, the overall traffic and effect it brings are still very impressive. However, developing long-tail words also requires skills. Try to use the tools provided by search engines. Someone once used improper word expansion methods and mechanically generated a lot of "waste words" with no actual search volume. This wasted a lot of time and energy but had no effect at all. . Continuous expansion of long-tail words will eventually encounter a bottleneck. At this time, you will find that repeatedly optimizing title descriptions and adding more long-tail words will not bring significant changes in traffic and effects. This bottleneck is vividly likened to " The root cause is that the number of highly relevant searches is certain every day, and the limit of keyword expansion is to fully cover these searches.
Can we broaden our horizons and no longer focus on literal relevance, but make some attempts in the direction of the people targeted by merchants? How about using the interests and hobbies of these people as keyword development ideas? This is Feng. One of the most notable features of Nest (professional account): the requirements for keywords are more flexible. Since the promotion display position appears on the right side of the search results page, there are no strict requirements for relevance in the review, which is very suitable for crowd-related keywords: For example, SEO training websites can try keywords such as "seo" or "training" Words, because there are many people who learn design in order to get a salary increase when changing jobs. By selecting keywords related to the target group, you can drive potential customers to become interested in promoting the product.
The advantages of Fengchao (professional account) are not just that. The reasonable account structure, improved matching algorithm, perfect account quality, multiple new sets of creative rotation display mechanisms, and powerful data reports all provide strong support for optimization and promotion. Strong support. We will explain in detail below.
Advantages of Fengchao
Advantages of Fengchao account
Provides more promotion locations
Can attract the attention of potential customers in many ways
Get more exposure opportunities
Fengchao professional account provides customers with a brand new promotion position and bidding mode management platform.
As the PPC standard account is recognized by more and more customers, the promotion position on the left is gradually saturated. Among the numerous information, if customers want to stand out and rank high, in addition to constantly optimizing their creative ideas, they also have to join the ranks of fierce bidding. However, for the sake of netizen experience and information diversification, the left display position cannot be provided to customers for promotion too much.
In this regard, Fengchao’s main advantages include the following:
First of all, Fengchao professional account allows the company's information to appear on the right side, which effectively solves the problem of saturation and fierce bidding on the left side.
Secondly, the Fengchao professional account can not only submit keywords that are highly relevant to the company's products/services, but also keywords that are indirectly related to the product/service, and can even submit keywords that are of interest to the company's target audience. This method of word selection can attract the attention of potential customers in many aspects and not let go of every attention of potential customers when retrieving information.
Thirdly, participating in the promotion of the standard account on the left can get a lot of display opportunities, while the launch of the Fengchao professional account on the right gives enterprises more display opportunities and a wider range! This is perfect for those who need to promote their brand or want to get more sales. For customers who have clues, it is undoubtedly a beneficial marketing tool.
Then, judging from the search habits of netizens, the average netizen is used to focusing a lot of their eyes on the left side when browsing Baidu pages. When they shift their eyes to the right side, it means that the information on the left side cannot meet their needs or is The information on the right attracted them, satisfied some of their purchasing needs, and made him strongly interested. Therefore, it can be seen that if the company's information appears on the right side and netizens pay attention to it and click on the creative idea, then these netizens are likely to be the company's potential customers, and these clicks are more likely to be converted into the company's actual marketing purposes.
Finally, as the Fengchao professional account launched by Baidu, it gives customers more operating space and authority in backend management. When customers promote, if they can reasonably manage the budget, accurately locate the target audience, and often optimize the promotion plan , you will get more marketing opportunities.
Fengchao creative writing principles
The creativity on the right is the direct reason for attracting potential customers to click, and will also affect the promotion effect of the entire plan.
Fengchao Creative adopts the form of "multiple keywords to multiple creatives", and the number of creative characters is small, so we need to consider the writing of creative ideas from the following perspectives:
1. The most basic principle: The creative idea should have a clear theme, be concise and concise, be concise and comprehensive, highlight the characteristics of the product/service, and have a strong correlation with the keywords.
2. It's best to include prices, promotions or promises. The more and more specific information you include, the better. Try to avoid some meaningless descriptive sentences, such as: excellent quality, high quality and low price, etc. The advantage of writing this way is to give netizens clear information, help them judge whether they should click, and improve the conversion rate.
3. Appropriately add some call-to-action words or points of appeal, such as: "Welcome to rush to buy." But don’t have too many similar words to avoid taking up too much of the limited character space.
4. Avoid using short sentences with the full name of the company or website that are too long to occupy character space, unless the client's company or brand is very attractive.
5. Pay attention to the use of punctuation marks. Sometimes an exclamation mark or hello can have unexpected effects. Pay attention to observation and leave good ideas behind.
6. The title and description are similar to arrow-shaped sentences. Generally, the effect is better. The title and the second line of description are short, and the first line of description in the middle is long.
The article comes from Zhejiang Xiaocai SEO training information station (http://www.0579seo.com or http://www.zjseo.org) and everyone is welcome to reprint it.