Baidu bid Promotion Tutorial keyword matching method detailed

Semadmin the first two articles to write creative choice of keywords, Semer looked after the reflection is not bad, this time to talk about the "Baidu bid to promote the use of keyword matching the tutorial", or that sentence semadmin near-stage Baidu bid promotion tutorials for some just contact with the new SEM new meal. Therefore, the first half of the article is starting from the concept. Old hands take out the speed of reading the first half of the story!

In the Netizen in Baidu search keyword time and again, Baidu promotes Phoenix Nest system will automatically select all participate in the bidding of the customer advertisement contains corresponding with the meaning of similar or exactly the same keyword promotion results displayed in front of netizens. In order to better grasp the effect of the promotion of the customer can set the keyword matching way, to determine the user search words and keywords may be the corresponding relationship. This article from Semadmin (SEM club), SEM club focus on search engine auction promotion personnel technical Exchange, reprint please leave this copyright information thank you for your cooperation!

Baidu Phoenix Nest Extension system provides three different ways to match, matching the key words are the basic settings, any one keyword must participate in a wide range, phrases, precision of the three kinds of matching methods. When you add a keyword in different ways, the way you set it up is different:

1. When adding keywords to the keyword/Creative list, the choice of matching method can be embodied in the keyword literal

Add in brackets ([], half-width characters) in the keyword to be added to participate in the exact match, with double quotes ("", half-width characters) to represent the phrase matching, without any symbol to participate in a wide range of matches, this is the system automatically selected for your keyword matching method.

2. In the use of Keyword Recommendation tool to add keywords, click the "Add" link, you can choose the matching method.

3. When using the Batch tool, enter one of the three matching methods in the "Keyword matching" column.

In addition to setting a match when you add a keyword, you can always modify the way existing keywords are matched.

Let's start with a broad range of matches that are commonly used by beginners

Internet users have a wide variety of search habits, and they may use different search terms when expressing demand for the same product/business. It is impossible to list all the possible search terms one by one and submit them as keywords to the system, which means the loss of business opportunities. With a wide range of matches, when internet search terms are highly relevant to your keywords, even if you do not submit these words, your promotional results may be presented with opportunities, so a wide range of matches will give you the following three benefits:

1. Positioning more potential customers to capture more business opportunities

Take the keyword "public broadcast" as an example, the following figure indicates which search terms can trigger the promotion of the keyword:

　　

2. Get more opportunities to enhance the popularity of your brand among netizens

3. Save a lot of time and effort, no need to submit all possible search terms, don't worry about missing keywords

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Based on these advantages, a wide range of matching is the most widely used matching method, which is also the matching method that the system chooses for you automatically.

Why search for a word I did not submit, my keyword also appeared? and customers submit keywords when the habit does not add, and a wide range of matching is nothing, many people the first contact bidding system is Baidu Phoenix Nest promotion system, so many customers do not understand the learning Phoenix Nest promotion system in their own "uninformed" The case cost a lot of money.

Wide matching benefits so much that how to avoid it! Semadmin suggest that you use a wide range of matches, you can report through the search term (recently, the user has been open backstage, only the customer service backstage, the proposed custom to send to the mailbox on time), to see which search terms triggered your promotion results. If you see the unrelated search terms, and through Baidu statistics found that these words can not bring transformation, then you can use negative keywords, so that the search words containing these words do not trigger your promotion results, so that more accurate positioning potential customers, reduce the cost of conversion, improve your ROI. A wide range of matches is (exact match + phrase containing the keyword and the relative variant form of the keyword)

Talking about phrase matching

Using phrase matching, the system may automatically display your promotional results when the user's search term completely contains your keywords and your keywords (including synonyms for keywords) are inserted or reversed.

Or the keyword "computer training" This popular keyword as an example:

1. Exact match--computer training (search term exactly the same as keywords)

2. Phrase matching--computer training, computer grade training, training computer, computer level two training, computer training (exact match + include the keyword and the keyword insertion inverted form of phrase, and support synonym matching)

Semadmin suggest that you modify the phrase matching control in the keyword Settings page to "[]", display as "[keywords]", then only match exactly the phrase containing the keyword, this setting may lose part of the value of search traffic, please proceed cautiously. Phrase matching many small and medium-sized enterprises like to use, because the phrase matching relative to the exact match, it's more extensive coverage, than a wide range of matches with a stronger alignment and control, and compared with the full match is more flexible. Semadmin has seen many Baidu to promote old customers only use phrase matching. Of course the keyword is not too much. The medical profession tens of thousands of keywords light Use this certainly not to be able! Phrase matching in a more accurate positioning of potential customers, but also loss of a lot of opportunities to display, the SEM club recommends that you use caution.

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Finally, exact match.

With exact matches, your promotional results only show the opportunity when the user's search terms are exactly the same as the keywords you submit. It's easy to understand by literal means. But for a better understanding, let's give an example.

Take the keyword "English training" as an example, in the exact match:

1. Can trigger the promotion result the search term: English training

2. Search terms that do not trigger the extension results include:

1) synonymous synonyms: English training

2) Related words: foreign language training English summer training

3 Variant form (such as, add space, word order upside down, typos, etc.): English training, summer training English

4 The phrase that contains the keyword completely (the word order cannot be reversed): English training Summer course, which English training organization is good

When you contact some of the big customers Baidu promotion backstage through the search word reporting and statistical system you will find that the user's search habits are really different, in the expression of the same product/business needs, they may use a variety of search terms. If you use an exact match, you need one by one lists of possible search terms that netizens can use as keyword submissions to the system, but low search terms do not necessarily translate to a lower number of keywords, so you can't list them all completely, so using exact matches can greatly reduce your chances of getting a potential customer.

To this Baidu Phoenix Nest promotion System keyword Three matching method has been explained, I think through the above article you can well understand the use of these three matching methods and advantages and disadvantages.

This article comes from Semadmin (SEM club), http://www.semadmin.net/sem-thread-4053-1-1.html and http://blog.ppcbaidu.com/ebaidu-1160/ SEM club focused on search engine auction promotion personnel technical Exchange, reprint please leave this copyright information thank you for your cooperation!