Actual case analysis: How to reduce the bidding cost 60%?

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I got a call from a friend a few days ago. Because his phone was stolen before, so the address book is not saved. Brief introduction: He is currently in the Shaanxi side do network Marketing supervisor work, accumulated a large number of high operating experience of the account. There are also more private exchanges. This article we specifically look at how to optimize a medical account to a better level.

I do not know if I have saved previous emails and related information. This account I just contacted last year is probably the consumption limit of about 400,000, click the average price of 6 dollars to 8 dollars between such a situation. And a lot of keywords and opponents are very fierce. But a day to spend 4000 yuan, but did not receive a few inquiries.

Simply put, is not know where the ads are put, how to launch! In fact, the most fundamental is the problem of locating the keyword. Please refer to: Medical ads keyword strategy, your mind at what stage? This has a more detailed solution, you can make the corresponding reference.

Let's look at the chat record first.

This is a general condition. In order to verify the authenticity of the contents of the chat record, we will give the corresponding data as reference. The medical profession, is this pattern, the customer appointment--visits the doctor. The site's function is to make the most possible customers to come to the appointment, as to whether to visit the hospital and consumption of the corresponding medical expenses, that is the hospital customer service level.

In general, each click of the account is maintained at 2--3 block of money.

And the ad ring hosted some medical accounts, the number of clicks to maintain at 1% level, this time you really have to think about your account problem. As we all know, the impact of click Rate on quality and account overall performance is critical, this account is obviously relatively good.

You should have noticed that its advertising matching pattern is a relatively large proportion of phrase matching. In fact, a wide range of matching brings a lot of garbage traffic, phrase matching is a good model. Better control. Of course, the use of three matching patterns is also a good result. Need to see specific keywords. General primary keywords use exact matches or phrase matching, long tail can use a wide range of matches, but be careful to do negative matches.

There are a number of indicators to measure the account. More intuitive is the click-through and price. The above picture can illustrate some problems.

Everyone then look at the account structure.

It's a very detailed grouping. However, this aspect of the general medical account is done in place. In fact, the biggest difference is not in the Advertising Unit division, but in the advertising unit keyword selection. The success or failure of the keyword, determine the success or failure of the account.

The keyword selection for this account is already very much in line with the last principle of the keyword principle--to find the solution. Customer demand is strongest at this time.

For your reference.

The selection of these words is already the third step to the patient's needs, in general, can produce the best transformation.

Baidu Auction Account success or failure, is largely the key word success or failure. Keyword selection has the principle that he follows, according to this principle to set, will save a large amount of gratuitous bidding test costs. In essence, the choice of keywords is for the customer's heart to choose, which can achieve the best marketing results.

Next we'll look at some business-pass data. Perhaps we are not unfamiliar with business, this tool is powerful, widely used in health care products and so on industries. It backstage powerful data integration and analysis function, can kill the current market most of the software. So, if you want to be a professional semer, it makes more sense to analyze this than to install a Baidu bidding conversion code.

In fact, whether we are Enterprise account optimization or the optimization of the bidding product account, are not quite in favor of using Baidu or GG conversion tracking tool. Because too rigid, a lot of things are not tracked, especially search. For bidding products such accounts, using 51LA or online customer service system can be accurately tracked. We will have a special discussion on this issue.

These keywords have high connection rates. Here are a few of the keywords we randomly sampled. Most of them are already 100%.

In order to verify the stability of the keyword, we intercept the data of a key word for a half month to contrast vertically.

Basically stable, the connection rate averaged around 60%. Focus on this data.

Generally speaking, the account tends to stabilize the state. The adjustment is based on the adjustment of the competitor.

Therefore, we also talked about enterprise bidding based on the overall solution. There is too much to do besides bidding. We can refer to one of our health care products customer case: 2000IP traffic? The real power of business business-to-business in the advertising circle! Future competition, will be more diversified competition!

Now this is a big gap and there are too few people who can provide a holistic solution!

Of course, the solution mentioned in the advertising circle is not just a solution to the bidding account. For the entire Network marketing process, we also put forward more targeted suggestions. including editing, art, copywriting, planning and so on, these constitute your competition with others barriers, will be far away from the opponents!

Of course, this is only one aspect.

And this account is now facing a traffic bottleneck, this problem needs to be resolved. Baidu introduced the trail function, for this account, and then fit!

Here is the end of this article.

See here, you should generally understand several basic principles:

1, the auction account is not your keyword the more the better

2, the choice of keywords must follow the scientific principles, from the consumer mentality

3, Business pass data analysis is very important, constitute the basis of account optimization and adjustment

4, once the account is stable, you need more traffic

6, for the site's editors can not ignore the construction, pay attention to the psychological needs of visitors, you are the biggest winner of the war.

Finally, the actual experience is always the most important and the most test of your sense of smell. Do not follow the crowd, other people's ideas can be used for reference, but the concrete application also need to combine your concrete reality. The general direction is not wrong, then there will be a multiplier effect.

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