How to quickly improve the rate of bidding conversion of medical network?

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Search engine bidding is a popular way to promote the network of medical websites, although the webmaster criticized but still have its difficult to replace the advantages of the current medical site SEO competition So tragic situation, search engine bidding for the hospital to save more energy and time, but also more effective to enhance the exposure rate, Don't worry about being overwhelmed by tens of thousands of competitors because of the poor nature of optimization technology. Of course, high cost inputs and inefficient returns have become the biggest piece of the medical web site, customers always complain that search engine bidding investment returns too low, complaining that the bidding is too black. But it's very rare to find the reason auction advertising in the final analysis and the essence of traditional media advertising is the same, but to provide customers with a sufficiently conspicuous advertising position, and whether it can attract customers, whether to retain customers to spend this depends largely on the advertising creativity and customer's own product services follow-up.

Therefore, today Suki and everyone to discuss the medical site of the bidding conversion rate, how to bid keyword delivery, how to write creative advertising to promote conversion rate?

(i) Bidding keyword analysis

1. Analyze User search behavior, select some long tail of high conversion rate of keyword bidding ranking

Keyword analysis and natural optimization keyword analysis principles, as far as possible to avoid some of the competition is too intense broad keywords. Although the Hot keyword can bring huge traffic to the website, but it is not easy to reach the target user accurately, a large part of the traffic may be invalid traffic. such as the word "mobile", the competition is very large, but users in search of "mobile phone" is not all out of the intention to purchase, but also may be asked about the maintenance of mobile phone knowledge, or look for "mobile phone" this movie. This will cost you a lot of advertising.

Invalid click rate is low but high conversion keyword is the best keyword bidding, this need to constantly study the user's search behavior, through continuous testing and screening to find the right keywords.

such as the general with "treatment", "Hospital", "check", "Drug", "counseling" and other diseases keyword than with "prevention", "conditioning" and the name of the individual symptoms of the conversion rate is high.

And the Long tail subdivision keyword comparison is not vulnerable to a large number of competitors malicious clicks, because many competitors will not be so "careful" to track these long tail partial unpopular keywords.

In the early days, we can not penetrate the user search behavior may be a slightly broad launch, and then according to the flow analysis of the keyword click and transformation of the situation to be selected and refined.

2. Naturally optimized keyword does not need to do the bidding

Search engine competitive advertising should be combined with the search engine natural optimization, natural optimization can not go up the key words to be used to make up for the bid, natural optimization to the keyword can be removed from the bidding keyword, save advertising costs.

such as "XX Hospital gynecological", and XX hospital-related bidding keywords will appear in the Search Results home page, it is easy to be users to search, no need to do bidding rankings. But if the hospital is to expand brand influence, want to ensure that patients search for hospital-related information always appear in the search results first can be put.

3. It is not recommended to use the name of another hospital as a bidding keyword

Perhaps considering some famous courtyard search volume is larger, the hospital will choose these hospital names as their own bidding keywords. Or perhaps because of the bad competition between hospitals, so that competitors will be our hospital brand name for their own, so we are forced to fight back, and use their names as a keyword bidding. But it does not only deceive users, but also does not seem to have much effect on traffic transformation.

General direct search for the name of the hospital users are accurate targeted patients, even if he mistakenly into other people's website, will likely be "precipice", difficult "happy-go-go".

Explore the psychology of customer search, analysis and comparison with the "regional nature" and without "regional nature" of the keyword conversion rate although the auction background can be shielded or designated geographical IP, so that competitive advertising more regionally targeted, save a lot of advertising costs. But when we explore the psychology of customer search, we will find that if the customer directly search for disease knowledge, there is no geographical restrictions, then he seems to be more inclined to "ask" or "knowledge of disease" level, because such information does not need to be subject to geographical constraints, applicable to the whole country for the disease of and the relative direct treatment of the conversion rate will be much weaker. And with the "geographical" prefix keyword locked users are more accurate, their direction is clearer, the intention of seeking medical treatment is more intense.

Whether bidding keywords or natural optimization keyword analysis, is a wave of sand, Shari process, we only pick the most suitable for us, not the most popular.

After analyzing the key words, we also need to pay attention to the data changes in the flow system, analyze the flow source keyword, kick the keyword without flow, eliminate the high conversion of the key words, concentrate the accuracy of the bidding keywords.

(b) Do a good job bidding keyword classification

Some small business stations may be less products, the key words are relatively small, relatively easier to manage. But similar to these relatively large medical portals, the target population of radiation more, the need to bid the number of keywords is often relatively large, this will easily increase the difficulties in management, it is difficult to easily judge the analysis of various types of keyword conversion effect, resulting in confusion.

Therefore, it is necessary to classify bidding keywords.

Recommended medical keywords can be categorized in the following ways:

1. According to the classification of diseases

such as: "Gynecological", "male", "pediatrics", "orthopedics" and so on, the key words can be categorized in various sections. Of course, if it is necessary to make more detailed section classification, can be in accordance with the degree of ease of management to choose.

2. Classification by region

We do local keyword bidding seems to have precisely locked the region, can not be subdivided. In fact, China's vast territory, a larger area often contains a lot of smaller areas. If we take the Jiangsu area for the bidding keyword scope, then "Jiangsu" may also include "Wuxi", "Wuxi" includes "Binghu District", "Chongan District" and so on, these areas may subdivide to many sections. Although such a subdivision is "excessive" suspicion, but the user's search request is strange, high conversion rate of the user group's search behavior is "tricky and cautious", they will be based on their accurate needs to give the search behavior as far as possible to improve the description of information.

For example, people living in Wuxi Chongan District want to find a closer dental hospital.

He may search this way: which dental hospital in Wuxi is better?

But more likely:

So we in the analysis of long tail keyword should also take full account of this area subdivision method, although such keyword search volume will be relatively small, but the conversion rate will be relatively high.

and keyword classification can be classified according to such areas, according to "Jiangsu", "Wuxi", "Wuxi Lakeside" "Wuxi Changjiang Road" to list the keywords.

3. By popular and long tail word points

Hospitals need to put a broken down long tail keyword, but if the hospital has enough budget plan, and also need to use hot keyword to increase traffic, expand the brand effect, then the HOT keyword delivery is also needed.

In this way, keyword classification can be categorized by both hot and long tail categories.

such as: "People", "abortion" and other popular keywords for a class, "which people hospital good", "the best People Hospital" and other long tail keyword for a class.

Bidding keyword launch strategy proposal site early just do not easy to do bidding in order to quickly effective and suddenly put too many keywords, one is because we have no experience, can not ensure that the auction effect, the second is too many keywords, will be difficult to manage and monitor the flow of conversion. So it is more feasible to put some part of it into practice gradually.

The bidding method recommends the following two kinds:

1. Single Launch test method

Taking into account the importance of a number of popular keywords on the site and the cost of clicking on the problem, in the case of Baidu allows one to conduct a bidding test, do a good job analysis statistics, and make records. Finally, screening to determine, put that part of the filter out the effect of good keywords.

2. Small classification put test method

A single launch test may be too time-consuming, then we can carry out a small classification of the test method, according to the previous section of the "Bidding keyword classification method" First keyword classification, and then the classification for testing, and then the overall screening and delivery.

Bidding advertising creative Writing (bidding advertising title, description and content page preparation) keyword Bidding ranking can make users easily find us, but a high degree of exposure does not represent high flow conversion and efficiency. With the development of the Internet, Internet advertising is almost all-pervasive, the spread of advertising information inevitably let users feel tired, and the psychological conflict, for consumption is more and more rational, will not blindly become a believer in advertising. They need a quick guide to bring them to the site, but they need valuable information to guide their consumption.

Good advertising booth and high value of the advertising information is a perfect combination, so even the auction site can not be separated from optimization.

Therefore, the bidding advertising creative writing is very important.

The main points of the creative writing of bidding advertisement are as follows:

1. Title Section

A. The title needs to contain keywords, and control the title Word Count

The key word is the advertisement core, search the keyword to display in the Baidu Search result page keyword will turn red, very eye-catching. Selecting the right keywords for high conversion rates and arranging them reasonably in the title is the most basic part of bidding advertising.

The title is not easy to be lengthy, so you should control the words accurately. The main search results page of the number of bidding titles in the keyword submission background will be limited, while on the right side of the promotion link part of the bidding rankings need to be numerically controlled.

★ For example:

The first title in these two right bidding ads is too long to fully display the entire contents of the title, exposing to the user may only be part of the unimportant information, while the important information is hidden.

The second is a complete title, making it easier for users to have a summary of the content of the ads.

B. Title should be attractive, especially to attract potential customers

Everyone knows the importance of an advertising headline, and he can directly determine whether the user is willing to read the content more deeply. Especially when people are busy without too much reading time, they tend to do a quick title browsing, and then only select a few vivid and creative titles for further reading.

★ For example: The following are two keyword bidding ads, there is no doubt that the first advertisement title is more attractive than the second one, more can inspire users to understand the impulse, and the second is too simple, unattractive.

Of course, the title of creativity can not be too unrestrained, no specific, advertising title creative or need to build on the user "needs" based on. Based on user search behavior, analyze user requirements, write the title that attracts those potential customers.

C. headings contain product information as much as possible

People are never too busy reading large articles of advertising, they tend to choose only a small number of ads they are interested in reading. So an attractive good title has undoubtedly made advertising more successful. And good sales advertising title is not only creative, but also need to include more product information, so that users can browse to your ad title to understand your sales content.

It is suggested that the title of pure concept should be substituted with the specific information.

★ Such as: This is the two have appeared in a large portal site in the same position of the watch text ads.

"Such discounts, enjoy the benefits!" The quality of life in advance. "The click rate of this information is 12427 and" 265 yuan how to buy 3180 yuan collection of men's Watch "This message is 50855 clicks when the hospital for preferential activities, competitive advertising titles can also be incorporated into preferential information, and the titles that contain numbers tend to be more appealing than those that do not contain numbers.

★ such as: "How to prevent aging women over 40 years old" will be more intimate and more attention than "middle-aged woman how to prevent aging".

2. Describe part of the bidding advertising description

Reality in the search results page under the title, is the whole content of the auction advertising information summary and generalization. It is also one of the most accessible and readable parts of the user after the title. If the title is a hotel sign then the description part is a list of services, so that users can have a clear understanding before the experience.

Describing the quality of writing will also directly affect the user's interest in understanding the content of the advertisement.

Describe the following points for writing recommendations:

A. Include keywords in the description, control the words

Describe some of the keywords best in the first 20 words, and in the auction background limit the number of words within the end of the description. The description and the title, avoid too long, avoid cumbersome text to squeeze out the important parts of the information.

B. Include as much product information as possible in the description, including price and promotional content as much as possible

We may wish to move a large segment of the brand propaganda text to the main body of the advertising body, and will describe the location to the user is eager to know the core content of product services, users can only find the core of their own consumption concept of information, will further understand the product brand culture.

Include prices and promotional content as much as possible in the description.

Price numbers are the most sensitive part of consumers, and promotional content is irresistible to consumers. Therefore, as much as possible to include prices and promotional content in the description is a big second trick to attract users.

★ such as the following competitive advertising shirts:

The hospital may also use each preferential activity, changes the original description content, causes it to contain the promotion information, attracts the user.

C. The description can include numbers, telephone numbers, question marks, exclamation mark and other more eye-catching characters.

In a stack of advertising ads in the bombing, numbers, telephone numbers and symbols, such as more eye-catching characters more easily the first time to occupy the eyes of people, the user for the number of sensitive degree is much higher than the text.

D. Inclusion of "commitments" as far as possible in the description

Training master Liu Seconds said, customers want to hear is not a large lengthy service details, but simply a sales commitment.

Therefore, if possible, we can give our clients a commitment to make sure that she is more assured of our service and trust.

★ A good description of the case:

3. Bid advertising page (advertising text page)

After successfully introducing our target customers to our bid advertising page with excellent title and description, we still can't relax, which ultimately affects the content of the body information of the advertising homepage.

The preparation and construction of bid advertising page should pay attention to the following points:

A. Avoid bidding keywords point to the home page or other large range of channel directory pages

A lot of hospital website bidding keywords point to the page is the homepage, although the home page contains the bidding keyword content, but also contains many other no information on bidding keywords, so that users can not quickly and accurately in a large number of information content to find their own needs of professional information, which may force users to leave the site.

You should also avoid the keywords pointing to other categories or mismatched pages.

I often search for "stomach pain" when I search for keywords such as "stomachache" on the Big channel page, although the Big Channel page contains the "stomach pain to eat what medicine" this message, but was a lot of other stomach information to drown, let me suddenly unable to find exactly. Normally, I would quit and make a new search request.

Therefore, the proposed bidding keyword Point page should be the exact information related page.

B. Each information page should be able to easily find access to consultation and appointment

A lot of visitors are "lazy", most of them do not "skim" the mood, there is no divergence of sight tracking interest. So we need to analyze their needs in the heart, actively to their needs of some of the functions sent to their noses, so that they save a lot of trouble to find.

When the customer understands the advertising information and has an intention to purchase it, he needs to have an entrance to the consultation or an online appointment. Consultation and online appointment entrance if it is too remote to be easily found by customers, half of the potential customers may be lost. So placing the consulting and online booking portal on the ad page is a very friendly place for the user experience.

Each information page is also recommended to place links to other pages of the site, to promote the overall page browsing rate growth, but also to use other information to enhance the user's desire to consume.

★ such as: "Stomach to eat what medicine" page can also have "stomach trouble to which hospital optimistic", "stomach how to treat" and so on related information link.

C. Advertising page information should be excellent marketing soft article

Each keyword points to the ad page article should be an independent advertising, in the article writing process should fully take into account the "creative", "Sales Guide", "convincing" and other comprehensive factors. Advertising page of the article should be carefully written, can not still like other articles just do some sticky copy and rough "false original" work.

D. You can create ad pages for keywords individually

Some of the key keywords to the site we can make a separate advertising page. Individual advertising pages can be combined with flash, video and other forms of advertising, made more sophisticated and more attractive. and individual ad pages can be based on requirements, in the same page to place more information on the keyword.

★ Recommend a book, "A Confession of an advertiser", has been Baidu search engine technicians and a number of SEM expert recommendations, mainly to talk about the creative advertising software and writing, very useful.

This article by suki1987 (www.nbmhls.com) original, reprint please indicate the source, thank you!