on how to calculate the cost of bidding unit in Baidu

　Why do I have to do unit costing?

General bidders (Semer) will be statistics Baidu bidding consumption, website IP,PV, number of clicks, Bounce rate, average click Price, CTR, effective dialogue rate, retention rate, door-to-door rate and turnover rate. There are also some reports such as planned cost, unit cost, key cost, cost of products and services sold and monomer consumption cost (I work in the hospital, so we have a door-to-door cost and to the cost of diagnosis), very few statistics. But these things are also very important. So what's the point of focusing on unit cost accounting?

　　The function of unit cost accounting:

1. Find out where the bidding work is inadequate.

2. As a historical data for the future bidding strategy to play a reference role.

3. Know which units are making money and which units are losing money.

4. Know the cost of bidding for each disease.

5. Know the weight and proportion of each unit in the account in which it resides.

The unit cost includes unit consumption cost, unit effective dialogue cost, unit cost of leaving electricity, unit onsite cost and unit monomer consumption cost.

Let's say it.

Unit consumption costs can be directly found in the Baidu auction account, this is the easiest to statistics.

Unit Effective Dialog Cost = unit consumption cost/Unit effective dialog.

How to count the effective dialogue in a unit? There are two methods.

1. All the keywords of the unit match in the search word report, find all the search terms of the unit, then retrieve the search terms in the Business Bulletin list, and find all the valid dialogues of the unit. Have three difficulty, difficulty one, is each unit inside has dozens of hundred words, this kind of match search workload is a problem, of course can not hand, I also write Excel formula to calculate, data import can automatically generate. Difficulty two, is a lot of keyword search in the Business Bulletin table inside statistics, resulting in inaccurate data. Difficulty three, sometimes a search term will match 2 keywords. That's the way I used to be, but for marketing, the accuracy of 80% would help a lot. Look at the second option below.

2. Make a logo for each unit's creative URL. For example: abcd.com/zt/1.html?danyuan=001, this is only used in the business bulletin list to retrieve all the signs of the change unit. Greatly reduce the workload and greatly improve the accuracy of the data.

Cell Phone cost = unit consumption cost/number of reserved phones for this unit. The amount of data left on the phone is small in itself and easy to count.

Unit onsite cost = unit consumption cost/Search the number of customers on the doorstep through this unit keyword. This is also relatively easy to count.

Unit to diagnosis Cost = unit consumption cost/Search the number of clients through this unit keyword.

In this way, all the units are calculated after the production of a report contrast, you know your Baidu account where needs to adjust. Look at the reports I've done below to see if you can find some inspiration.

　　

Well, finished, I spent 10 years in the Internet for a long time, adhere to the principle is "has been copied, never original." "But this is written carefully, so we must look carefully."

This article by Feng Dongyang Original, reprint please indicate from Feng Dongyang SEO blog http://www.fdyseo.com, personal micro-signal Fdyseo