How to set up the matching method of the promotion keyword

Baidu bidding system has a total of four keyword matching methods, users can be in the background of Baidu bidding based on their own needs to set keyword matching way, many people feel that keyword matching is not set, not important, I think the keyword matching settings, not only for you to save a lot of promotional costs, And it can bring you more results. Let's take a look at four ways of matching.


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1, exact matching


 


Simple is that users search the keyword and your bid set the keyword a touch the same time, your promotional information will be displayed in the search results. For example, you set the promotion of the key word for "office furniture" then only when users in Baidu input "office furniture", match the exact matching conditions, your website promotion information will be displayed in the scope of Baidu promotion, as long as the user input keyword and you set the keyword is a word of the difference, that is not in line with the exact matching conditions, then your website promotion information will not display in the Baidu promotion display scope.


 


Advantage: Can get the most targeted click access, high conversion rate.


 


disadvantage: Will reduce the number of creative display, the scope of access to potential customers is narrower.


 


2, phrase matching


 


User Search keyword completely contains your promotion settings keyword, and contains the part and promotion keyword literal exactly consistent (order unchanged, no interval) match. Your promotional messages will be displayed in the search results.


 


Advantage: More flexible and more potential customer access compared to exact matches, more targeted and possibly higher conversion rates than extensive matches.


 


Disadvantage: The number of shows is between the wide match and the exact match, and the conversion rate is not exactly high.


 


3, wide matching





is a popular way of matching, Baidu is also the default matching method of bidding. That is, users search for keywords that fully contain promotional keywords, and allow the inclusion of partial literal order reversal or interval. Baidu bidding system is likely to extend the matching conditions, extended to the keyword synonyms, synonyms, related words, as well as phrases including keywords.


 


Advantage: It is an effective way to carry out high targeted and reach a wide audience, and can bring more potential users to the customers.


 


disadvantage: Click to visit the pertinence of insufficient, conversion rate than exact match and phrase matching. There may be a large number of clicks that trigger more consumer clicks.


 


4, negative matching


 


is used in conjunction with phrase matching and extensive matching, for some keywords that may be matched but not conforming to the promotional intent can be added to the negative matching keyword table to prevent the triggering of corresponding promotional messages. You can choose a word that is negative or not a business class. For example: Users only do "Chengdu office furniture" The word, do not do "Chongqing office furniture" This word, the choice is a wide range of matching and phrase matching, input "Chongqing office furniture" also meet the conditions, information will be displayed, in order to save unnecessary costs, can be "Chongqing" as a negative word.


 


Advantage: To enable customers to access through a wide range of matching and phrase matching to obtain more potential users, through the filter can not bring customers to the customer access to the unnecessary display, reduce the cost of conversion, improve ROI.


 


disadvantage: Set the negative keyword, will reduce the probability of the display of keywords, that is, the probability of obtaining potential customer attention is reduced.


 


The final small head intelligent bidding software Small series of summary, keywords in general is the above several matching methods, each has its own advantages and disadvantages, I think, in the keyword matching method, should not be limited to a fixed way, should be flexible to apply, as far as possible, phrase matching and negative matching use, Extensive matching due to the cost of consumption, so as far as possible to use Word matching method, to combine other matching methods, accurate matching although the user is more accurate, but the chance of clicking is relatively small, should also be combined with other matching methods, in general, when matching, Try to send it to two. Think: to reduce unnecessary consumption and increase the number of potential customers clicks, this is more appropriate.


 


small head Baidu bid price adjustment software www.ppctui.com Only you set a good bid range and goal ranking, you can set up the automatic analysis according to your settings, matching the best ranking position and optimal bid scheme, fully automated adjustment, so that you save money saving time worry.


 


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