Five similarities in the quality of bid promotion keywords

As we all know, the quality of the formula is confidential, unknown to its details, and if you want to optimize up, you will not know its detailed, several domestic http://www.aliyun.com/zixun/aggregation/10292.html "> Search bidding ranking system is roughly the same, this side to see a little, there to see a little, can roughly together a probably out, this for the author's original intention.


 


facts have proved that, in the case of the structure of the account and the overall stability of the bid, there is a group of stable marginal words, constantly changing between Samsung and two stars. There is also a small part of the word, which is a continuous drop or climbing trend. So, we are looking at the surface of the star and the approximate score, and the actual quality may be fine to 7.01 or 4.22. From this inferred, even if all is Baidu's Samsung word, Samsung Word and Samsung Word also has the ratio gap. And once the cell structure changes, the proportion of the word changes.


 


about quality, what is the most important standard


 


1. One of the common denominators of quality: The most important criteria is the click Rate


 


the first googleadwords in the calculation of advertising ratings, with the click Rate, and later with other factors to join, slowly have the quality of this thing, but there is no doubt that this is still the most influential factor.


 


Here The click Rate excludes the precedence, geographical factors such as the impact.


 


several big bidders claim to be able to exclude factors such as precedence, geography and so on, let's take a look at how Google controls the impact on the rankings.


 


with the click Rate * Advertising quality score for advertising rankings There is a problem: high ranking ads, because the position by the front, the click rate will be relatively high, and in turn improve the quality of the score, so that the stronger the strong, unreasonable, so the quality of the advertising score to the advertising position should be normalized treatment, To exclude the influence of ranking position on the quality score of advertising, the quality of advertising can be reflected more realistically.


 


Google calculates the quality score of different rankings by simulating a table. Different rankings of the ads to carry out a weighted calculation of clicks, so that the ranking factor brought about by the difference in the number of clicks to exclude, weighted after the click rate can reflect the degree of customer recognition of information,


 


Baidu and other search promotion is also unknown, one thing is to be sure, that is the left and right side of the calculation method is not the same, this is the most basic. And the top three on the left, whether there is a Matthew effect, and whether there must be no less than 2.5% clicks to do the metrics. It needs to be observed slowly.


 


2. Second common denominator on quality: advertising relevance


 


Google: The relevance of the keyword to the ad in the ad group. Keywords and matching ads and search query relevance.


 


Baidu: Including keywords and the relevance of the creative, keyword creativity and the relevance of the target page.


 


Sogou: Keywords and title description of relevance: Title description includes keywords, keywords and title description related to the keyword title description and the relevance of the target URL: keyword Title description included in the target page.


 


Soso: Include keywords and creative relevance, keyword creativity and the relevance of the target page.


 


in general, the correlation is a summary of the keyword and title description, the title description and the target page. You need to make sure that these three are inclusive relationships.


 


3. The third common denominator of quality: creative Writing level


 


Creative Writing level: the more fluent creativity around the keyword writing, the more "creative", the more attractive to potential customers attention.


 


"Fluent degree" is Baidu introduced a special judge of the level of creative writing a concept. Fluent degree in Baidu is calculated formula.





fluent degree of calculation formula: Account fluency = account Fluent keywords number/account total effective keywords number


 


here cited as follows: Creative fluency criterion:


 


① the keyword into all the wildcard characters in this unit creative (creative 1, creative 2 ...) , if there are any 1 not fluent, then this keyword is not fluent;


 


② if the creative n no wildcard character, then judge the original creative literal is fluent, if the original is not fluent, then this keyword is not fluent (in this case, the unit all keywords are not fluent)


 


③ above situation is fluent, the word key words fluent.


 


through the above three points we can draw the following conclusions:


 


① wildcard is very important, otherwise you think it is useless to fluent;


 


② creative fluency to follow the rules of the cask, we must ensure that each is consistent with the standard of fluency can be;


 


③ account structure is the basis: the structure is the same, the meaning is very important;


 


4. The fourth common denominator of quality: The Comprehensive account performance


 


I've always felt that this is a very obscure account. Do not know how to say clearly, then still list:


 


Google: Account History, based on the account of all the ads and keyword clicks calculated.


 


Baidu: The History of other keywords in the account to promote performance.


 


Sogou: The historical promotion of all the keywords in the account.





Soso: The historical promotion of other keywords in the account.


 


by Google can be seen, the so-called historical promotion performance, or historical clicks. Not a single keyword, but for all the keywords in the account. Then put most of the words in the unit plan, while the actual keyword is still "valid" account, need to be careful.


 


5. The fifth common denominator of quality: competitor


 


other customers to buy the keyword history click


 


Baidu bid is so vague said: quality reflects the relative level of the key words, the continuous optimization is likely to regress. For example, competitors are continuously optimized, so that the overall quality level, and you do not have any progress, your quality is likely to decline.


 


and Sogou is very straightforward: Other customers the keyword history of clicks, it will also affect your purchase of this keyword clicks.


 


eg. An account set the key words "Lose weight", click Rate 20%, Quality score four stars, better, but there is no continuous optimization, and the competition has been continuously optimized, advertising more and more recognized, click More and more high, relatively, this account of the keyword click rate drop, the quality will also decline.


 


Soso explained with Baidu.


 


This is also a period of time before Phoenix Nest Update, the system is unstable, every morning to see a large number of falling star word reason, those competitive words, often become a competitor's nightmare.


 


about price adjustment or optimization after the change in the quality of time: why the quality of the optimization after no changes, which factors will affect his changes?


 


Baidu's quality refresh is within 24 hours, and search the proposal is, get enough to show the opportunity, the quality will be the corresponding faster updates. Sogou is not currently tested, but observe the visible reaction speed, is slower than Baidu.


 


's last New message is: Googleadwords launched a new landing page quality algorithm around the world in Monday. The target page has increased its weight in the bidding.


 


"We always ask our advertisers, what is your focus, how to have the most relevant results-can be the choice of landing pages or sites, can also be relevant keywords, and your goal is consistent, to provide end users with a good click experience." “


 


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