Bidding training: Advertising Circle Combat 7 million medical account number analysis

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Not long ago, the advertising circle has just done a medical group in-house bidding training to help guide the SEM marketing team.

This blog post we continue to explore the high-end of the huge number of Baidu bidding account operation technology. This is our side of a hospital's auction account specific analysis. Because of the privacy involved, we have handled confidentiality for our clients! Of course, this will not affect your reading experience and the nature of the problem analysis!

This Baidu account consumption limit of more than 7 million, we look at the screenshot below! This is Chong Record, hospital money really much!!

The amount of each punch reaches tens of thousands of to a hundred thousand of. But the effect of this piece is not very good. 6000 of the advertising fee a day, not a few inquiries. The appointment of a doctor is not to mention.

The total amount of this account, the amount of search is more than 7 million yuan, true gold and silver.

This is the total consumption of the search. And the Network Alliance advertisement also has hundreds of thousands of capital investment.

Where have all the money gone? Investment millions of, the effect must be some, but millions of no matter how to say, to play its value, rather than blindly throw money into the ads. Using an inappropriate analogy, the advertising circle identified the status of this account as "very bad"!

OK, here we use the graphics and text pattern to thoroughly diagnose this account and propose the related problem solving method.

First of all, we look at the account running a status quo, generally have a preliminary grasp of the account.

Account number of daily consumption of 5000 dollars or so, but bring the IP only about 400. The typical click Price is too high. From the above we can find a very obvious detail: the number of clicks on this account is only 1.13%, which in search appears to be a key factor in pushing up bidding costs. and lead to a serious reduction in the price of the click of the reason, there are 2: the first is the key word of the click Price is too low; Based on these two points of understanding, we from the back of the account analysis, found in such a high click price below, the number of clicks, is because the account of more than 10,000 keywords most of the use is a wide range of matching!

In addition, we have made an analysis of the idea of the Baidu account. Found that the vast majority of the Baidu Creative is the same, according to such accounts, advertising circle from our years of experience concluded that the number of keywords more than the account, with wildcard words effect will be better. This will have more relevant search results presented, the click rate naturally rose a lot!

The same creative, no new ideas. Although wildcard characters are used here, we recommend that wildcards be done with only the primary keyword. Because the account itself is a wide range of matches, if the search term than the total number of creative words, then the creative display is random, very not in line with customer experience. We will have a special article to explain this problem.

The above question is clearly not the root of this account problem. According to our statistics on the hands of the medical account, including the enterprise account number and even our own operation of some of the bidding product account analysis found that: 80% of the case, the account is due to the problem of the keyword. How to choose keywords and how to optimize keywords is the most important!

Limited to space, this article only explains how to find keywords, and through this case analysis. The next few blog posts, the advertising circle will analyze a very good quality of the medical account (the cost of advertising will be reduced by 5-10 times times), in that article on the question of keyword optimization to provide a more detailed solution!

Look at the key word problem with this account.

The representation of the circle in the keyword is very unsatisfactory. The representative of the box needs the keyword we choose. By contrast, it is found that the number of keyword selection problems, the vast majority of choices are not followed by the basic principles. For more information on keywords (specifically medical keywords), please refer to the "Medical advertising keyword strategy, which stage of your mind?". This article proposes the system solution, is you must understand the operation step!

For this piece, we recommend the optimization: cut off the spam keywords from these extensive matches; According to the principle of medical keyword selection, reconstruct the keywords; use Baidu statistics for further brush selection; change widely match for phrase matching; Through the software of business pass and so on, make sure the keyword is effective.

Follow this procedure to operate, the account's consumption limit will be reduced by more than 60%, the effect will never be worse than before!

Also noteworthy is that, because the account has a trail, so for some test the high conversion rate (inquiry volume) keyword, we need to focus on the emergence of a trail. But this account is obviously disappointing:

This is an important step to increase authority. Not all keywords must be out of the way because it can lead to too much cost. But for some of the high conversion of the keywords, it is necessary to invest.

Even such keywords are heavily consumed in advertising costs. So the key to this account is the adjustment of the keyword. But at the same time adjustment, need to carry on the construction of account structure. In front of the blog "Advertising circle of Baidu bid from the introduction to Proficient (iv): The construction of high-quality Baidu account!" Inside has detailed elaboration, please note the reference!

Then we enter his Baidu statistics for specific analysis. Find keywords that have little to do with their business are the keywords that consume the most money.

So this is what must be noted. This is typically not a careful analysis of the report's behavior. Of course, this also deserves our deep thinking, which shows that the market is very broad. In our previous posts, you already know-and learned, some real-life bidding strategies. But you should be convinced (the fact is also the case), the advertising circle will be in the high-end plan hatching pure combat, pure and efficient bidding system flow, as well as specific strategies, you should not forget that the purpose of the advertising circle is to let you know that these strategies, really landed!

Down the advertising circle to launch the "high-end advertising campaign", the market will be included in the strategy part. According to our conservative disclosure, the advertising circle a year of custody costs can reach 1 million scale. It's a pretty big profit! But the market needs more people to get involved, and it has to be formalized. Its premise is "strong advertising optimization technology", seeking truth from facts, must not exaggerate.

Therefore, we will be in the high-end planning, the advertising circle more systematic, more real-life competitive advertising marketing high-end money strategy, for you to come clean! If you are struggling in the first line of bidding advertising business owners, if you are online advertising marketers, you have not previously found that you want to survey, you are eager to control Bidding high-end money for the road and surgery, in the advertising circle high-end plan, will be one for you to show out!

OK, let's continue to look at this account! The following screenshot you can see it's keyword positioning problem.

A lot of keywords are online in just a few seconds. This means that the target audience is not very corresponding to the account. That is, the positioning has been biased. On this issue, in addition to the deletion of keywords, more importantly, the landing page to adjust and optimize, rather than using a single page.

The analysis has been completed. For this Baidu bidding account, our optimization steps will certainly take the following several aspects:

1, keyword positioning problems, more keywords, up to 10,000 of the keywords, brought the management of the trouble at the same time, making monitoring extremely difficult. But we see from the backstage report, there are clicks of the keyword, most of them are not identified as the conversion of the low keyword. Our key words are "how to treat", not "how", "what reason" and so on!

2, the advertising trail can add the following, make sure it appears above the brand Word!

3, creative, according to your multiple-keyword account, you should use wildcards to ensure a higher click rate.

4, account management difficulty is artificially magnified, we need to streamline, you need to redefine the keyword.

5, the biggest problem with this account is the number of keywords and no practical results, the focus of optimization is this; build a streamlined account, you can also adjust prices according to the time period, greatly improve the return on investment. And now the account is bloated, the problem is very big.

6, landing pages are optimized for use on different landing pages.

7, the use of business through specific testing, to customer service team for specific data. A higher budget and ranking for selected keywords!

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