Combination of wide matching and negative matching in bidding promotion

Do http://www.aliyun.com/zixun/aggregation/17174.html "> Baidu bidding rankings, we will see the matching way, many friends will choose a wide range of matching to increase the opportunity to show, But also suffer from the unrelated search words trigger the promotion result, increase the conversion cost. Now let's tell you how to use a combination of wide matching and negative keywords to make unrelated search terms not trigger your promotional results, so you can pinpoint potential customers, reduce conversion costs, and increase your ROI.


 


uses a wide range of matches, and even if you do not submit these words, your promotional results may be presented as an opportunity for users to search for words that are highly correlated with your keywords. Take the key word "English training" as an example, under the wide matching way:


 


may trigger the promotional results of the search terms include:


 


Synonyms: English training, English training


 


Related words: foreign language training English summer training


 


variant form (such as, add space, word order upside down, typos, etc.): English training, summer training English


 


phrases that completely contain keywords (word order cannot be reversed): English training Summer course, which English training organization good


 


can not trigger the results of the search term: English songs, computer training


 


wide matching can help you locate more potential customers, enhance brand awareness, save your time. Based on these advantages, a wide range of matching is the most widely used matching method, which is also the matching method that the system chooses for you automatically.


 


When using a wide range of matches, you can see which search terms trigger your promotional results by searching for Word reports (report-Custom Reports-search term reports). If you see the unrelated search terms, and through Baidu statistics found that these words can not bring transformation, then you can use negative keywords, so that the search words containing these words do not trigger your promotion results, so that more accurate positioning potential customers, reduce the cost of conversion, improve your ROI.


 


For example, you set up a wide range of matches for the keyword "English training", and when you look at the search term report, you find that the Internet users who search for "English training supervisor" also click on your promotion results. Through Baidu Statistics, you further found that these netizens did not really open your Web page, or on the site for a very short stay. At this point, you can add "supervisor" as negative keyword in the Promotion plan and Promotion Unit, so that netizens will not see your promotion results when they search for "supervisor" and other search terms including "supervisors".


 


negative keywords and search word reports, a wide range of matching combinations, can enable you to access more potential customers at the same time, filtering unnecessary display clicks, reduce conversion costs, improve ROI. But to remind you that overuse, improper use of negative keywords will also lead you to miss potential business opportunities, affecting your promotional results.


 


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