On the creative optimization strategy of bidding promotion

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Key words determine which part of the crowd to show our ads, and creativity determines what the potential customers see is what content of the ads, and the creative quality will indirectly affect the ranking of keywords. It can be said that the position of creativity in the bidding is second only to the key words, but many do bidding enterprises or laymen often ignore the importance of creativity, they take for granted that the bid to decide everything, so the birth of a keyword pricing tools, etc.

Good ideas can attract more search users to click on ads, so as to improve the click rate to bring more potential customers for our enterprises, but more importantly, good ideas can get better keyword rankings at a lower price (the quality of the creative effect), on the contrary, if you write a bad idea, Without taking into account any of the keyword matching and relevance issues, even if your bid is several times higher than your peers, it does not necessarily have a good ranking.

Many companies deliberately pursue quality but ignore the importance of creativity, in Vuronge before how to optimize the quality of the article mentioned that the quality is determined by 4 factors,

1. Click-through 2 relevance 3. Creative Writing Level 4. Account History Performance

We can see that the correlations and creative writing levels of these 4 factors are directly related to creativity, relevance and creative writing level will directly affect the click Rate, and Account history is by click Rate, relevance, creative writing level of 3 factors together to determine, that is, we want to get good quality, we must write a good idea, Quality can be seen as the 4 factors collectively, the pursuit of quality is often let us do not know the wrong, write a good idea is the fundamental.

Creativity is very important, write good ideas, many bidding account problems can be solved. Key words and prices are not the whole bidding, creativity is also very important, to do a good job of marketing, save costs, improve conversion rate, you must write well creative, then how to write high-quality ideas? Let's talk about how to write ideas today.

If you are learning SEO origin, then writing creative is relatively simple, why? Because in SEO, we know how to write the title, description, keyword to search engine more friendly, this is the most basic things, and auction account inside the creative, in fact, and SEO in the title, description writing method is basically consistent , but bid to promote the idea of more than a wildcard, the use of wildcard keywords will be different with the user search words and automatically match keywords, and red, attract users to click. So what are the techniques for writing ideas?

1. The title contains 2-3 keywords, and the wildcard character is used

From the point of view of SEO, only the title contains keywords, can be searched by search engines, the more keywords, the more the probability of being retrieved, the relative ranking before the examination, generally recommended 2-3 better. The user's search term is changeable, so how to let the keyword in the title and the user search word consistent? You need to use the wildcard character {},

such as creative title: {Crusher}, Guizhou {crusher} sales, {crushing machine} price

When the user search word for metal crusher, the title automatically matches: Metal crusher, Guizhou metal crusher sales, metal crusher Price

2. Description 1 and description 2 contain 1-2 keywords, use wildcard characters and include a telephone call

The same as the title, in order to make search engines easier to retrieve, to get more red word number, so as to attract netizens to click, Description 1 and Description 2 also need to include 1-2 keywords, using wildcard characters. In addition, in order to allow netizens to find information at the same time the first call to contact us, as far as possible in the description include contact information, such as 400 telephone.

Description 1: XXX Heavy industry production of {crusher} for you to improve its production efficiency, reduce production costs. Hot line: 0371-xxxxxxxx.

Description 2: A certain heavy industry brings together the advantages of crushing equipment technology at home and abroad, the crushing rate of crushing machine is high, the power is strong and the price is reasonable.

3. Reference keywords Top 3 of the peer creative

Sometimes you get into situations like this, a promotion group corresponds to a number of ideas, and keyword matching is very good, self feeling is also very perfect, but the quality of the keyword has been not to go, 10 star quality has been 2 stars or 3 stars, the price is out to 15 yuan, ranking is on the right. Sometimes angry, I also want to test the ranking in the end can go up, the key words price to 20, 30 or even 50, but still can not enter the top 3, this time, you are how depressed ah, and then look at the top 3 of the creative, write is rubbish, not even fluent, using a lot of special symbols, incredibly ranked so good, Presumably many bidders have experienced a similar situation, in fact, this time we can consider the top 3 ideas, although they may not see their ideas. But after all, the bidding ranking system is through a series of algorithms for the ranking of the site, but the algorithm is ultimately the algorithm, not artificial control, the situation is indeed understandable, as we do SEO when Baidu often ventilation, in some cases ranking is not absolute, We know what to do with special circumstances.

Vuronge in the operation of the bidding process encountered similar problems to adopt such a method, reference keywords ranked top 3 of the peer creative, very effective, ranking quickly entered the first five, the top three.

Finally, when we write ideas, we can refer to the following four guidelines:

1. Degree of fluency 2. Correlation 3 attraction 4. Keywords in the promotion unit of the height match

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Author: Vurongeje founder Micro-signal: xiaowu688 micro-letter public account: JIECHENGKJ