Baidu to promote optimization of keyword quality optimization guide

Baidu promotion in the quality of the keyword is an attribute, it is the Baidu promotion system based on the key words of the creative quality, click-through rate, account structure, Account history performance (account effective time, the number of other keywords in the account click-through) and other factors calculated values. In the account, the quality is divided into 10 levels, 10 stars is excellent, 1 stars is poor.

The main benefits of high quality are: For advertisers, you can use lower click prices to get a better ranking, thereby reducing the overall promotion costs, improve the return on investment. At the same time improve the quality, advertising may jump to the left, improve Ctr. For search users, the more interested the search user, the more people click, the better the visitor experience, the higher the quality, to improve the user experience is helpful.

First: Optimizing rankings and promoting landing page relevance
To understand the quality of the optimization techniques, first to comb the quality of what the impact factors:

　　

The quality of the optimization is achieved by improving the performance of the factors influencing the quality of the product. In particular, there are three ways to optimize rankings, optimize target pages, and optimize ideas.

Optimize rankings

Rankings directly affect the click-through rate of the promotion results. The high-ranking promotion results on the left are more appealing to netizens. Optimization of rankings can therefore significantly improve quality.

Ways to optimize rankings

As we all know, rankings are influenced by quality and bid. So when the quality is not good, the appropriate increase in keyword bids, get a better ranking, so as to achieve quality improvement.

Optimize the target page

The key to optimizing the target page is to compose ideas based on the content of the linked pages. That is the selling point of the idea, to be able to find it in the Web page that accesses the URL link.

When netizens are attracted to the web by creative selling points, but can't find the content, most people will leave the site. The high bounce rate of the target page can affect the performance of the quality, so it is not recommended to exaggerate, untrue descriptions in the creative.

The second article: Inventory to help click-through promotion style
In addition to optimizing rankings, promoting landing page relevance and creativity, you can also focus on Baidu promotion for you to create a number of accessories promotional style.

They can make your promotion more eye-catching, promote the promotion of overall click-through rate, and thus improve the quality of the score.

Next, we'll take a look at a variety of promotional add-ons to help you click through.

Promotional add-on styles for PC search promotion:

　　

Name

Style features

Applicable conditions

Style value

Trail

Promotion results into 3-5 text strands

1. Search results displayed on the left first
2. The trail sub-chain in force for the unit in which the key is triggered

Direct presentation of more essential product information to enhance conversions

Page Call back

The web callback free phone embedded in the PC search results, the Netizen enters the telephone number, can answer for free

1. Complete add V, promote on the left side of the show
2. Launch the offline Treasure page call back

Through the toll free call great
Enhance the appeal of promotion to
and conversion rate

Offer page

The promotion results show the "offer" icon,
Click to enter the merchant offers in the middle page

1. Complete add V, promote on the left side of the show
2. Through the promotion page related audit

Preferential information forward, push
Attractive, and promote
In-conversion

Website Avatar

Promotion result title Add business logo to the left

1. The customer opened the website avatar and approved
2. Complete plus V, promotion results on the left
3. Quality of the site to meet the requirements
4. The promotion result is judged by the backstage mechanism, can satisfy the user experience

Show Mini brand image and promote attraction

Promotional add-on styles for mobile search promotion:

　　

Name

Style features

Applicable conditions

Style value

Business Bridge Mobile Consulting

Business Bridge Online Consulting button Implant Mobile search
In the promotion results

1. Installing the Business Bridge client
2. Promote the background to open this style

Customer search can be directly online consulting, enhance the attractiveness

Page Call back

Embed the free phone button in the mobile search results, the Netizen enters the telephone number, may receive the free answer

1. Launch the offline Treasure page call back
2. Promote the background to open this style

Through the toll free call great
Enhance the appeal of promotion to
and conversion rate

Direct telephone

Phone number buttons are displayed directly in the mobile search results

Promotion background Open this style

Customers can search for direct telephone consultation, enhance the attractiveness

App Promotion

App download button to embed mobile search results

1. Baidu promotion account and Baidu Developer Center account binding
2. Upload App
3. Promote the background to open this style

Customers can download the app directly while searching to improve download efficiency and download volume

Wireless Flash Projection

Advance product core content to the results page

1. Application for Flash Access
2. Request Product Library Permissions
3. Only at the top of high-end machine search first show

Show Mini brand image, enrich and promote the product information, enhance the attraction

The third article: Creative floating red and fluent
Quality optimization Scheme The first one introduces the optimization of the ranking and the optimization of the target page in the optimization of the quality degree. This article will cover tips for creative optimization.

Internet users do not point, creativity is key. Also in the left-hand side of the promotion results, click-through rate may still be very different. Therefore, it is an effective way to optimize quality by optimizing creativity and obtaining high CTR.

Optimize ideas from 4 aspects-

One, floating red

Appropriate to make the creative red, can effectively attract netizens click, get better quality degree.

Floating red can be achieved in two ways--

There are a few tips for you to be aware of floating red:

1, floating red quantity reasonable, appropriate floating red effect good: The wildcard is not more the better, usually recommended 3 or so advisable

2, the title floating red, improve overall Ctr: Title than creative description more noticeable, to ensure the title has the best floating red effect

3, keyword selection of the longest keyword in the unit, so

1) can ensure that the creative display in any position, can be more effective red;

2) At the same time can avoid triggering keyword after the long, resulting in unreasonable truncation.

Second, fluent

Creative fluency is the foundation to protect the reading experience of netizens. Fluent creativity has higher CTR and higher quality score.

2 reasons why the creative is not fluent, a two-pronged approach to ensure that creative fluency

As a unit of keywords shared creativity, so to ensure that creative fluency, the first need to build a reasonable account structure. In a reasonable account structure, unit construction follows two principles:

The account structure is reasonable, and combined with the above-mentioned wildcard insertion skills, you can ensure the creative fluency, get more clicks, to achieve quality improvement.

Fourth: Optimizing creative relevance and attractiveness
Creative optimization also needs attention: relevance and attraction. High creative relevance, attractive, high-spec performance, for the improvement of quality is very effective. This article will focus on the two aspects of the optimization techniques

I.. related

Creative related mainly refers to the following two aspects:

To achieve the word correlation, is based on different keywords (search words), writing different creative content, to meet the search needs of netizens, improve Ctr.

1. A broader search (unclear search intent)

Internet users search for such keywords may contain a variety of purposes, can not be specific to determine their needs. In this case, if the specific information given in the idea is inconsistent with the target of Internet users, it may affect the promotion effect. Therefore, it is recommended to give the overall promotion content, without needing to refine to a certain detail. Such as:

　　

Search terms

Before optimization

After optimization

Cell phone

Value XX mobile phone, dual sim, ultra-high cost-effective, in XX network!

Mobile phone-xx network thousand hot-selling models, a full range of mobile services.

Analysis: After optimization to reduce too specific information, do not give a particular brand, but the overall informed of the sale of mobile phones, and highlight the advantages of service, more likely to meet the expectations of netizens to obtain rich information.

2. Search for information needs

When the Netizen searches the goal is obtains the information, the suggestion focuses on satisfies the information to obtain, the writing content should contain the Netizen really needs the brush Q currency information point. At the same time, to avoid giving too strong business information, hide the business attributes, so that users psychologically easier to accept. Such as:

　　

Search terms

Before optimization

After optimization

How to use the network disk

Baidu Network Disk-New registered users free half-yearly fee, immediately have 15G space!

Baidu Network disk-easy to use, a key linked account, easy to get started!

Analysis: The optimization after the removal of the contents of the network disk sales, highlighting the use of the network disk information, in line with the expectations of netizens, high correlation. But be aware that the Jump target page can provide the corresponding content, to maintain consistency with the promotion content. Avoid the user experience of netizens is not good, affect the subsequent promotion effect.

3. Search for consumer decisions (accurate search)

In the Internet has been through the information acquisition stage, the development to have a strong intention to purchase, the search intent is very clear. In order to find a product, a more definite search term appears.

At this point, you need to pay attention to the setting of the target page, should be related to the product, to avoid the user's expectations and not inconsistent, affecting users experience.

For this kind of demand, if the official website of the product can be express, vigorously promote. See section III (Fair use of Brand influence).

If the customer is non-official website, does not have the brand superiority, may start from the following several aspects.

(1) It is recommended to provide the information that affects the purchasing decision of consumers, such as price, offer and so on. Such as:

　　

Search terms

Before optimization

After optimization

Buy Baidu Mobile phone

Baidu mobile phone, on the XX network!

Baidu mobile phone, xx network spot sale, as low as 2099 yuan!

Analysis: The optimization after enriching the presentation of content, and highlighting the price concessions information, in line with the Internet users to buy mobile phone search needs.

(2) highlighting the special selling points, especially in the non-special visibility, should emphasize the specific advantages \ differences. Such as:

　　

Search terms

Before optimization

After optimization

Good network disk

Baidu Network disk, ready to provide file backup!

Baidu Network disk, large space, fast, support mobile phone side!

Analysis: The optimization of the "large space", "fast", "support mobile" and other selling points, has a strong appeal.

(3) The promotion of the flagship store or authorized marketing platform, it is suggested to blur its own part-time work site, highlighting commodity information. such as: Customer for cosmetics sales a network, selling XX Brand Foundation

Search terms

Before optimization

After optimization

XX Brand Foundation

Buy cosmetics on the A network, leading the fashion of women shopping site!

XX Brand Foundation officially authorized, 100% Authentic! Fashionable female shopping website, tide people gather place!

Analysis: After optimization blurred the name of a network, creative writing and search terms closely related, and highlighted the official licensing and authentic information.

Do web-related, write ideas based on the content of the linked pages. That is, the selling point of the creative, to be able to access the URL link in the page to find (refer to the target page relevance optimization method)

Second, attract

Attractiveness is the highest requirement for creativity and is the best way to help your promotional results stand out from many competitions. And the Netizen's search behavior habit often changes, therefore the creativity attraction is also relative, unceasingly changes. It is necessary to keep trying and continuously optimizing to maintain the advantage.

Improving your creative appeal is a two-way consideration:

1, Creative form: you CAN--

A) Optimizing statement structure

Organize the refined language, while keeping in mind that meaningless redundancy information is avoided.

Can be used to improve the readability of short sentence, interrogative sentences, exclamation points rich presentation form, and pay attention to the rational use of the segmentation. Such as:

Search terms

Before optimization

After optimization

Organizational Behavioral Science

Book "Organizational Behavior"-activism-sale only 52.5 yuan, 77 percent

Buy a genuine "organizational behavior" to XX net, 77 percent COD!

Analysis: Optimize the structure of the statement, remove unnecessary redundant information, and increase the brand "XX network" information, key content at a glance.

b) To standardize the use of punctuation

Pay attention to the standard of punctuation in creative writing, and use punctuation which conforms to the writing criterion rationally. Use meaningful symbols, numbers, letters, and whitespace. For example, symbols, numbers, or letters that must be included in a product model.

Avoid using special symbols in your ideas, including but not limited to 0 ▲ ☆★◇-⊙¤, etc. Such as:

　　

Search terms

Before optimization

After optimization

Grimm's Fairy Tale

Buy Grimm fairy tale, promotion 30 yuan!

Buy "Grimm fairy tale", children's Day, full 200 return 60, fast to XX net!

Analysis: The title of "Green fairy tale" use of book name, in line with the reading habits of netizens, highlighting the focus. At the same time, highlight the holiday promotion, website brand

2. Creative Content:

A) rational use of brand influence

b) Consider industry specific attributes

Different industries have different industry attributes, consider the specificity of the industry, highlighting the focus of netizens attention, such as:

The book publishing industry focuses on genuine;

3 C focus on genuine and UNPROFOR;

Precious metals (jewellery, jewellery) focus on quality assurance;

Rental focus on geo-location attributes ... Such as:

　　

Search terms

Before optimization

After optimization

2013 Mobile

Mobile network shopping, on the XX network!

2013 mobile phone, ultra-high configuration, 100% authentic licensed, National warranty, door-to-gate!

Analysis: The optimization after highlighting the 3C industry's important attributes, such as mobile phone is "100% authentic licensed", "National Warranty", and has a clear correlation

c) Improve content richness

To fully express the information, to avoid too short and lack of effective information, the netizen recognition of low. Such as:

　　

Search terms

Before optimization

After optimization

Network disk

Find the network disk, with Baidu network disk!

Baidu Network disk, free registration, 15GB large space!

Analysis: After the optimization enriched the "registration", "15GB" and other specific information, seek recognition, attract netizens click to view.

d) showcase the unique advantages of products and services

Above, for everyone to introduce a number of quality optimization methods, for everyone's reference. What needs to be explained is that because of the different creativity of each customer, these methods do not necessarily apply to all ideas, more methods are still to be accumulated and refined in daily optimization.

Baidu to promote optimization of keyword quality optimization guide