Advertising Circle detailed solution quality optimization tips (novice must SEE)

Baidu bidding quality degree is a very important concept, this article advertising circle bidding will be in-depth analysis for everyone.

1, what is the quality degree?

The quality degree is the system according to this keyword clicks, the creative writing quality as well as the account performance (account effective time, other key words in the account, such as a number of factors calculated, in the account in the form of quality grade, with 3 stars to represent the gradient, 3 stars to represent the excellent, 1 stars to say bad, and 2 stars is the initial value , indicating good.

2, what is the advantage of high quality?

For advertisers: You can use a lower click price to get a better ranking, thereby reducing the overall promotional costs, improve the return on investment. At the same time the improvement of quality, advertising may jump left, improve the click rate.

For search users: The more interested users, the more people click, the better the visitor experience, the higher the quality, to improve the user experience is helpful.

We optimize the quality from the following aspects:

1, optimize the account structure:

The optimization of account structure not only facilitates account management and operation, but also benefits the improvement of quality.

First of all, according to the different marketing goals, need to establish a specific promotion plan and Promotion Unit, facilitate the follow-up data analysis and account optimization; Secondly, as far as possible, the same meaning, the structure of the same keywords into a promotion group, so as to better according to the promotion group of keywords refinement of creativity, and the corresponding nesting. With the Google structure optimization standard-golden account rule "Each ad group keyword in 5-15, each ad group all keywords should share the same root" starting point. Baidu's quality upgrade, the key words account structure of the quality of the impact of more prominent.

The following is an example of an extended series of structural refactoring in an account that is reconstructed from 7 extension units to 33 extension units.

After a period of tracking, we found that the quality of 3 stars of the keywords, from 7% to 73%, up to 942%, the quality of the optimization effect is obvious.

Advertising Circle Bidding, which is the quality of 1 stars has been the word no consumption or consumption of very few, such keywords or their own flow is low or too long tail, so you can try the situation suspended or deleted, to avoid affecting the overall quality of the account.

2, Perfect creativity:

Creativity is a link to search users and promote the page of an entrance, high-quality ideas, can better disseminate product information, enhance brand awareness, improve the click Rate, the account of the quality of the promotion has a vital role.

Baidu Official tip: Quality is mainly through 4 aspects of adjustment: to ensure that the key words red, improve relevance, highlighting the interests of users and to ensure the fluency of the creative (personally think the impact is not small).

Adding nesting is a shortcut to improve the click rate of the keyword, adding nesting is to ensure that a large number of keywords fluttering red, this operation is currently proving the most effective way to improve the quality of one of the methods. It is obvious that nesting in simple headings is more effective than that of simple description; The description of the beginning nesting is more obvious than that in the back; the range of effect elevation depends on the product of the promotion.

The problem is, if the idea itself has been very long, add keyword nesting may exceed the number of creative provisions, at this time the idea has already included the group of keywords root (that is, the idea itself floating red), at this time nesting is necessary?

We did an experiment: first put a set of no nested creativity, the idea itself fluttering red, the line a few days later, the quality of the 2 stars quickly slipped to 1 stars. Add keyword nesting, although the idea is longer can only show the default keyword, but most of the keyword quality rose back to 2 stars.

Guess, the number of creative nesting is also a factor affecting the quality degree? If a friend knows you can tell me:

3, Cumulative Account History performance:

In Google AdWords, the account history performance has the obvious influence to the quality score; Baidu Phoenix Nest in the impact is also increasing, mainly in, when the account stop promotion for a period of time, the quality of the keyword will be significantly reduced; when the key words in the account have been kept high ranked bids, the quality of significantly improved.

For example, the keyword "Online games" competition is fierce, the first few bids very high, usually in 3.0+ yuan. An account this keyword ranked first, bid 2.0 + yuan, the quality of 3 stars. (When the quality of 2 stars, most of the bids ranked on the first page left or right, when the quality of 1 stars, most of the second page, or even later.) The reason, because the account budget enough to pay attention to exposure, the key words "online" conversion costs, although poor, but has maintained a high bid, accumulated a higher quality.

Baidu Phoenix Nest and Google keyword on the "High consumption" account, usually has a certain "preferential treatment." However, this method may outweigh the gains and can be used in accordance with your marketing goals and KPIs.

Advertising circles that the quality of the optimization is a continuous process of trial, the need for sustained attention to account performance, for different accounts, the use of effective methods. Quality optimization is a big learning, welcome friends to discuss together.

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