Bidding tutorial: Advertising circle and you explore bidding account optimization

At present, a lot of information on bidding tutorials, and most of them talk about Baidu account optimization.

Baidu bidding account optimization is very important, then how to effectively optimize the Baidu auction account, and then to improve the quality of the keyword, to lower the price of the click to get a higher ranking, thereby reducing the overall promotional costs, improve the return on investment. In fact, Baidu bidding account optimization and site optimization has a lot of similar places. In the end, how to optimize Baidu auction account?

Advertising circle in many years of actual combat summed up some experience, summed up the following points:

Optimize account structure

According to the product characteristics and expected objectives of the account into the advertising series, advertising groups, keywords and other subdivision management module. Different products have different advertising groups and keywords, will be divided into three, to create a reasonable account structure.

Optimizing keywords

Including the quality of keywords and the actual business conversion rate. As we all know, the ranking of ads is determined by the quality of the keywords and the bids. Thus, the importance of the quality of the keyword. The quality of the keyword is related to the relevance of the advertisement, the historical search record of the keyword, and the target page. The actual business conversion rate requires the monitoring and statistics of the actual situation after the advertisement is put in place. At present, to provide a better monitoring function of the search marketing tools, Guangdong days Extension research and development of Topsem and so on.

Optimize advertising creative and advertising pages

After the user enters the keyword, the advertisement creativity and the landing page directly affects the customer's user experience degree, then affects the on-line purchase. Therefore, how to make advertising creative more in line with potential customer needs, advertising landing page open faster, the user experience is higher is the focus of advertising creativity and advertising page optimization.

There are some questions the ad circles think you need to know:

In the Baidu bidding process many people in the view of the rankings will find the creative ranking is constantly changing, think that your account is unstable, in fact, there are two reasons: "First, your account each unit will have several ideas, a few creative quality is not the same, you carried out a round show, Different quality degrees lead to different final quality.

So there's a change in the ranking of the same bids, or your competitor has a round show, and the competitor has the idea of being more creative than you already have, and some of it is lower than your quality, resulting in the instability of the rankings on the final page. Second, in fact, some careful people will find many times to promote the ranking of link bit more unstable.

In fact, the promotion of the link itself has a certain level of the nature of the exhibition, but this round show only the same value (quality Bid) level of all the ideas in the round show. It's not that your account is unstable.

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