Factors affecting the quality of advertising circle analysis and Countermeasures

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Baidu to affect the quality of bidding keywords for all kinds of reasons for reference, advertising circle This article is intended to help you understand more factors affecting the quality, and avoid the quality of the trap!

1. Relevance of the creative title and description.

① dependencies (ensure that no matter which keywords are triggered and displayed) around the keyword topic description;

② more use of red (wildcard character use, segmentation words) (1-3 times the best floating red) thinking variable, reasonable use of red and black collocation;

③ Fluent degree (creative statement and meaning are fluent, logical) pay special attention to 1, 2 paragraphs of the content of creative articulation;

④ title of Attraction (direct impact click) with up and down differences, unique, innovative, guided clicks;

2. Display number of keywords in title and description

① title and description of the number of display (the more the better) reasonable repetition, not more than three times, and can not repeat simple piling;

② Description Concise in place (under the premise of the standard) up and down content appropriate, the text to the question;

③ description of the degree of Attraction (number, time, cost and other reasonable use) note the above 1;

3. Keywords and landing page related degree.

① Correlation (Whole word, word segmentation, long tail word, synonym) is mainly a kind of disease word, set landing page separately for the title;

② speed (server) page access 863.html "> fluency, the direct impact of the advertising arrival rate;"

③ stability is good (server) intermittent inaccessible, will affect the account promotion;

④ do not appear prohibited words (website) prohibited words, violates the blacklist rules, will appear unfavorable promotion or serious account is closed;

4. Access to the connectivity of keyword URLs. Note 3rd above

①url Open Fast (good server, host)

② the overall effect of opening URLs (site results, layout, etc.)

③ in line with SEO principles

5. Keywords corresponding to the URL of the article quality. This is the landing page principle, from the quality of the rules, ③ effect is more obvious;

① article is original (original or false original)

② Content SEO quality (in line with SEO principles)

③ whether to use keywords more than once

④ whether or not to arouse the interest of others (to attract counseling desire)

6. The display rate of the key words and Ctr CTR ratio.

① Creative Attraction (affect rank and click)

② key Rankings How much (ranking affects is clicked)

③ Bid height (current impact ratio is larger)

④ number of clicks (whether by any matching display, the click Rate is based on the exact click of the calculation, the impact ratio after the bid)

7. Keyword quality and the overall quality of the account is also relevant (mainly: Historical data accumulation and account stability)

① old accounts are better than new accounts.

② stable account is better than unstable account

③ Old stable planning level better than new unstable plan (born)

④ Old stable unit better than new unstable unit

8. Promote the credit accumulation of the merchant (note above 7)

Whether this account has a long-term stable consumption and the historical accumulation of quality. The longer the delivery time, the more experience of promotion, the higher the credibility.

1 Online time long accumulation

2 Stable Account Structure

3 higher clicks

4 Landing Page stability

9. Common Sense Concept:

Quality formula: Comprehensive ranking index/bid = Quality degree (rounded)

Keyword Ranking formula: The other side of the comprehensive rankings index/quality = own bid + 0.05

Price per click = (Next bid * Next name quality)/keyword quality +0.01

Concept of mean mass score:

1. Average quality of account level;

2, the plan level average quality score;

3, unit-level average quality points

The concept of initial mass division:

1, the industry average quality points;

2, the average quality of the account;

3, run the CTR Calculate the quality score (CTR is on the one hand the key word origin must be better, the key word origin is very important)

Radiation and transmission mechanisms of mass Division:

Keywords bad to the quality of the plan/unit (this should be cautious, preferably transferred to the new unit, and targeted optimization)

In the same unit search for low words to look at the high number of words to search the face (according to the importance of keywords to adjust the match, improve the bid to improve the display as a prerequisite)

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