Competitive advertising competition is getting bigger how do we deal with

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Remember the first two years to do Baidu bidding, basic as long as make sure to make money, and recently did not necessarily make money, do not yet, it seems that Baidu to achieve their purpose. Do Baidu bidding, and SEO, the basic use of the long tail theory, the previous bid for the long tail keyword for the blue sea, in order to compete with the advertising differences, and the ranking is also very high, the cost is very low. But now a lot of long tail word competition is also very fierce, and someone specifically malicious click long Tail words. As long as you do some long tail words, competitors will basically also on these words. Remember to see an article said, put ads, it depends on your competitors how to put, if he dropped, and continuously put in a period of time, then the ad must be made money, he how to vote you how to cast on the line.

Zhao also to this high competition is very distressed, a while ago and a friend exchange, here to share. The first is to improve the quality of the keyword, on how to improve the quality, fluency and so on content here is not much said, Baidu's own tutorial has been written very clearly, to download their own to see it.

The second is to look at the data. Look at what data, of course, can not run out of the most basic three data, CTR, conversion rate and display times. Click-through: a high rate of words, it is best to give the word to build a separate group, improve quality, and expand the long tail word. Also pay attention to malicious clicks. Low hit rate words, then modify the idea and add negative keywords. Conversion rate: High conversion rate of words, to increase the price of the bid to increase the ranking. Conversion rate is low, first of all to see whether the landing page has a problem, optimize landing page. and lower bids and rankings, saving advertising costs. Show Number: Show the high rate of words, should be careful not to bid too high, and to monitor. The low display rate of the words, on the increase in bids, increase the number of shows, anyway the display page does not cost.

The third is to look at competitors. One important reason for your data changes is that competitors ' rankings, ideas and so on have changed. Remember when Zhao attended a lecture, one of the bosses of the entity stressed it. If you find a problem with your turnover, the main reason may be that your competitors are getting worse. In a bid, a competitor's ranking will affect your ranking, and your competitors ' rankings and ideas will affect your hits. Competitors ' promotions will affect your conversion rate. So when the data changes, the first thing to see is that the competitor has not changed, and then see if it is their own problems. This article author Zhao, reprint please specify.

The Forth is the continuous optimization test. You can use different titles, different ideas, different display sites to test. See which effect is the best.

The five is to integrate these. Combine keywords, bids, rankings, ideas, landing pages to see how you can get the best ROI. For example, those who will search for "discount" "cheap" and so on the price is very obvious, the idea of these keywords, ranking low, conversion rate can be very high. Adding a limited-limit promotional content to the landing page increases the conversion rate.

Finally, note that the new account and major changes in the account should be monitored, you can use a number of reminders tools. When there is a lot of data to make a major change, the data is less likely to see a very comprehensive. Especially when it's a short season. First share so much, this is just a general idea, no specific writing content, because a lot of details of the place to write too much trouble, and the most important is the details, the details are known, then the competition is even greater.

This article author Zhao, starting from Zhao Network Marketing Skills Blog (www.prbeijing.com), reproduced Please specify, thank you