Creative optimization trick to improve the quality of easy to play the bidding

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Search engine Marketing (SEM) quality is a very important factor, the entire account optimization is around the quality of the keyword, while the quality is also evaluating the promotion of the key words in the comprehensive index, the quality of the keyword is very high, then this keyword bid will be relatively low, How to effectively optimize the quality degree is very important in the process of account optimization.

Bidding friends should know that the quality of the keyword is affected by 5 factors, respectively, is the click Rate, relevance, creative level, Account history and target page quality. Today I mainly from the level of creativity to analyze the optimization of the quality degree.

I. Fluent

① Unit Structure Confusion

Keyword information can not be creative fluent expression, the main reason is the auction operator to do account structure when there is no reasonable to create promotional units and reasonable allocation of the key elements.

WORKAROUND: Rearrange the keywords by the same structure, with similar meanings in different units, and then compose the ideas again.

② wildcards with

Some bidding operators in order to let the idea drift red, there is no good layout of the location of the wildcard, resulting in creative reading is not fluent.

Solution: Reasonable use of wildcard characters, it is best to make creative reading fluent, very complete expression of enterprise creative advertising

Two. Related

① keyword and creative relevance

Keyword information can not be creative accurate expression, for example, the enterprise's keyword A is price words, the corresponding creativity is the performance of the company's advantages and historical background, then this is typical irrelevant.

Solution: The key words in accordance with the same structure, similar to the principle of similarity, and then grouped according to each promotion unit keyword Common theme of creative writing.

Relevance of ② promotion information and target URL

Netizens Click to promote information, can not be very good to meet the needs, then will hurt the user experience, that is, when users click on our business creative advertising sense and the company's creative description of the inconsistent, there is a feeling of being cheated, this is irrelevant.

Solution: In the selection of landing page, we should try to choose our creative related pages, rather than we are product a creative advertising, but the user took to the Product B page.

Three. Attracting

① Creative Form

The main reason for creative forms is that there is no floating or red.

Solution: In the creative time to the title and description of the reasonable insertion of wildcard characters (3-5), as far as possible to increase the likelihood of red, to attract the eyes of potential audiences, at the same time we can also be creative in the state of adjustment, such as the rectangle, arrow shape, trapezoidal and so on.

② Creative Content

Creative content We should use reasonable phrases, interrogative sentences and appropriate punctuation, discount information, and we can also observe the peer's ideas, find unique, easy to let users focus on selling points, and then write different ideas based on these selling points.

Author information: Yaorui, Baidu certified marketing consultant, push a SEM channel editor, Speed network columnist, division from the "console network Marketing" expert Kun, want to see more articles please login www.yaoruibin.com. Personal micro-signal: yaoruibin0321