On the strategy of bidding words

SEM is a marketing activity based on keyword search. As a promoter, what we do is to take care of thousands of key words, pay attention to their quality, conversion rate, CTR, CPC, eat and drink Lazarus, etc. Usually, according to the attributes of different keywords, they will be divided into several groups: brand words, competition words, common words, industry words. Today to talk about Http://www.aliyun.com/zixun/aggregation/11238.html "> Baidu to promote the strategy of bidding words." Little head bidding assistant to give you a detailed explanation today.   What is the competition word? As the name suggests, is the brand name of the competitor. Competitors in the same industry as Baidu to promote all other products, institutions, services and so on. For example, I am an English training, then other English training institutions are my competitors, their brand name, company name and related key words, is our competition product word; you are to do a breast enhancement product, then other breast enhancement product brand Word and its related keywords is your competition product word; He is a small one. Sister's ^ ^^ ^ Sorry, for example, this business Baidu dare not do it.   Why should we put up the competition word?   competition words in my personal opinion, should be the conversion rate of the better part of the word. From an ordinary consumer's point of view, why does he search for competitive words? It means he needs the industry to serve him, and he's willing to pay for it, but what he knows for a while about the industry's ability to help him solve problems is about competitors. In other words, when he searched for competition words, he actually opened the wallet, almost OK to pay the bill (put their own brand words of students can pay attention to their own brand words consultation rate and turnover rate, it is very scary data). One of the purposes of our bid is to bring the customers who have been trained by this kind of competitor into our customers, and then we can introduce our service and products to our customers and let the customers choose. At present, Chinese consumers ' brand loyalty is generally not high, this corner is relatively easy to pry.   How to find competitive words?   Many of the competing items unheard of, how to sweep them? The first is to make full use of the system recommended competitive words, followed by the search word report. Search term reports are more reliable than those recommended in the background.   Customer service should be the source of the words from the visitors ' words   as the promotion staff, we often hear customer service feedback said: "Visitors do not want our products, they want to XX brand products!" If visitors to the visitor are pointing to our products, then customer service can be laid off. Of course, I can only say in my heart. Personally feel that customer service should be able to deal with the words from the source visitors, can be prepared from the following aspects:   1, recognition of XX brand ads do a good job, do not denigrate competitors, while slightly flatteringThe taste of visitors, know the brand;   2, show the strength of their own brands, introduce products and services advantages, these advantages are the best visitors understand the weakness of XX card;   3, provide price concessions, good after-sales service commitments.   Generally speaking, experienced customer service, in the face of competitive word source visitors, even if not to deal, but also a good introduction of their products and services to customers, let him in the final actual purchase process, have a choice of their own brand opportunities.   Bid ranking   If the competition is also in the market, the rankings remain in 3-4, it can be. Without any enmity, do not too, harmony. When the rankings are too far off, more than one competitor will patronize you, and the visitor's invalid clicks will increase. Moreover, the rigid demand is too far ahead of the ranking, it is also easy to fall into the competition by the use of multiple accounts to promote the position of the bid of the siege, unwarranted increase in consumption. If the competition is not put, then you can do whatever you want, shouting broken throat, and no one to care about you.   Competition Product word originality is red   in the process of bidding, how to write ideas is to promote staff headaches: in the end is floating red? Still not fluttering red? Zeng Peng-hui Sem blog views are as follows: 1, now Baidu official and promote customers are more and more attention to the promotion of brand protection, So there are less and fewer competing words. If the competition product words can be put, but the creative can not be inserted wildcard characters, this situation is very common, there is no way, the idea can only be gray; 2, if you can insert a wildcard in the creative, then bold fluttering red. Many people say that the idea of floating red, visitors think your product is the brand he is looking for, this will increase the invalid click, reduce conversion rate. But in fact, fluttering red and do not float red The idea of the click Rate difference is very large, the click rate will affect the quality of the keyword, once the keyword quality can not meet the target, you want to vote can not vote. If you think that visitors will be serious about the idea, then you might as well create some ideas in the creative writing process. The rest, to customer service, website, products, services. After all, the promotion is only the operation of a drainage link, do their best to do it, and other let the operation to think about it!   In short, for the bidding strategy is able to cast on the word, can float red on the red, do not cast white, cast a white cast, but do not malicious, do not maliciously Rob rankings, bid up bidding. When your peers come to the door and ask to be off the line, it's best to make it expensive because you certainly don't want someone else to take money in your wallet. unto, impose. In fact, I hope that we do not bid the word, then the world is clean.