Develop accurate flow how to set keyword matching mode

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Keyword matching mode set up to improve the effect of promotion, set bad will cause a large number of advertising costs of waste, why say so? Many years of auction experience found that, in addition to "accurate" this pattern of matching, other keyword matching mode will match a large number of invalid keywords, such as: accurate inclusion, synonymous with, The core contains, extensive, such results will waste a lot of advertising costs.

Keyword matching mode

Let's look at the explanation of the 5 keyword matching patterns:

Exact match: When the search term of the netizen is exactly the same as the keyword you submitted, your promotion results will show the opportunity.

Phrases-precise inclusion: When the user's search term completely contains your keywords, the system will be able to automatically show your promotional results.

Phrase-synonymous with: When the user search word completely contains your keywords and your keywords inserted, reversed and synonymous form, the system will be able to automatically show your promotional results.

Phrase-core contains: When the user search Word contains your keywords or the core of your keywords, or contains your keywords or the core parts of your keywords inserted, reversed and synonymous form, the system will be able to automatically show your promotional results.

Wide match: When Internet search terms are highly relevant to your keywords, even if you do not submit these words, your promotional results may be presented opportunities.

For the friends who have not done the bidding, read the above Baidu official explanation, the first feeling should choose a wide range, Baidu official emphasis on "highly relevant, to get more opportunities to show", the reality is indeed a lot of small and medium-sized enterprises bidding account keyword matching mode for a wide range, but the actual situation is, If you set the keyword matching pattern to be extensive, your advertising fee of at least 50 is wasted, such as XX technology a customer is to do adult English training, if set the keyword "adult english training" matching mode for a wide range of words, then will match the "primary English Training", "Primary school English training , "Junior English Training", "third grade English class" And so on a lot of keywords, and these keywords obviously and our service content does not matter.

Then set the phrase-core contains it? will also match a lot of invalid keywords, such as "online adult English video course", "Adult English Learning Method", "Adult English test", "Adult English self-study Network" and so on, which is why you will sigh, every day to more than 100 IP, the keyword set to " Phrase-core contains ", incredibly even a consultation is not, really weird."

Is that what we set as phrases--exact inclusions and phrases--synonymous inclusions won't match the invalid keyword, similarly, if you look at your bid statistics Search term report every day, you will find that the keyword even if set to these 2 match patterns, still will match a lot of invalid keywords, such as: "English training Course", It will match the "English training Course Flyer", "English Course Enrollment brochure", "English Course enrollment ads", and so on, obviously these words are still invalid keywords, these keywords bring the same flow of traffic for the garbage, for our business promotion is no help.

Is that not all keywords should be set to exact match? If all the keywords are set to exact matching mode, then there will be another problem, will miss some of the conversion rate is very high keyword, the user's search habits are ever-changing, some users like to search for a long term, such as "Zhengzhou Short-term English Training", " Zhengzhou Adults learn spoken english where good ah "," adult to where to learn the system of English, while others like to search "English classes", "Zhengzhou adult English", the conversion rate of these keywords are relatively high, we add keywords when the use of keyword tools will be as many as possible to add accurate keywords, But what we can do is just near possible to add more, never reach all, remember, users will use a variety of keywords to search for the information they want, and a part of the search keywords, we are difficult to dig, if we set the keyword all to "exact match" words, That will inevitably lose some of the quality of the customer, and set to "phrase-exact inclusion" and "phrase-synonymous with" words will match the invalid keyword, then we are set to what kind of matching mode is better?

Based on the experience of our bidding team for many years, the keyword matching pattern in a bidding account also exists "exact match", "phrase-exact inclusion" and "phrase-synonym inclusion", according to the different characteristics of the keyword corresponding to different matching mode, this is a relatively perfect setting method, combined with the "negative keyword" tool, Ensure that all keywords to bring the flow of accurate traffic.

Author: Vurongeje founder website: www.jckeji.com (reprint please indicate the author information, thank you)