Baidu to promote the operation of two accounts of the pros and cons analysis

Gossip does not say, we see the title, I use AAAAA and bbbbb two virtual Baidu to promote the account as an example for everyone to analyze the same promotion products of the different two accounts of the pros and cons. Let me first say a current state of the account:

AAAAA This account gives the feeling is always very calm, this account of the key words, also on 5,000 words, but this account is still better than that new operation of the account BBBBB conversion effect is better, at least from the business through the data to see AAAAA dialogue is much better. Now I would like to use a comparison of an old account to find out what causes the auction account is not good? Specifically how to say it, or from different aspects to make a contrast it! So the advantages and abuses will be obvious.

First to explain is bbbbb This account is a new operation of the account, AAAAA inside all the key words bbbbb This account contains all, but the creative all changed, all optimized, late also home 10,000 key words, now the account is promoting the keyword has 15,000, Although has been optimizing the account structure and keyword quality, but always dialogue and conversion rate has not exceeded jnppx, and sometimes adjust the price, the dialogue will rise, the cost will rise, presumably this is not the result of the bidder to do so.

First, from the number of keywords and the quality of the problem of low conversion effect

The number of AAAAA account keywords is 5000,BBBBB's account number is 15000.

From the effect to see AAAAA generated dialogue, more than bbbbb each day, from the nature of the word, BBBBB contains all the AAAAA keywords, so the possible result is:

1.aaaaa of 5,000 words for customers more quality, more accurate.

2.BBBBB account contains the 5,000 keywords quality is lower than AAAAA (the possibility is relatively small)

3. The new operation of the new BBBBB added 10,000 keywords of low quality. This is the main reason.

4.BBBBB more keywords, before the high price, display and click Too much, contains a lot of invalid clicks. So in order to reduce costs, before the 5,000 key words show and click Less than AAAAA, of course, also contains the keyword quality of the problem.

So overall, BBBBB account structure is not AAAAA account structure, in the absence of improving the overall quality of keywords, to adjust the price of key words, but also just kuzhongzuoyue. May increase the effective conversation, but it is more likely to bring more invalid clicks.

Secondly, the problem of low conversion effect from the keyword matching mode

BBBBB This account now has too many words, so in order to compress costs, all keyword matching mode has been changed to phrase matching, this model may bring more accurate clicks, can save a lot of invalid clicks in order to compress costs. But it doesn't take into account that the structure is not suitable for such a keyword matching mode, the current account situation is that the overall quality of the keyword is too low, a lot of star words, two star words, only a small number of words, so from this level, whether it is to improve the effect of conversion, or to reduce costs. Take the following action method:

1. Heightening bids, wide matching.

2. Heightening bid, phrase matching.

3. Reduce costs and match widely.

4. Reduce costs and match phrases.

Are futile, and can only bring two results. 1 is the bidding cost is too high, exceeding the budget range. 2, in the case of controlling the cost, the effect of bidding transformation is not good, and the resulting dialogue is too few.

Regardless of the operation of the auction account, we are out of the smallest cost to bring the largest conversion rate, so in this sense, only in the account structure is reasonable, the overall quality of the keyword is very high, to the account for macro-control and some fine tune. is the best bid for us to do the interpretation and expression, in order to achieve the best advertising effect. Otherwise, everything is a runaway Mustang, the opposite. The result is no limit to the burning of money.

Finally, summed up the competitive advertising operation skills, but also the most important, the Internet has written a lot of competitive skills, from large to small, but the bottom line is the quality of keywords. If the overall quality of the account in the case, how to optimize, want to reach what effect, are simple and easy. No, it will only be harder.

This article by the Guangzhou mass Moving company http://www.gzdzbj999.com/the publication, reprint please explain the source.