Bidding promotion process

How to design a bidding promotion account ？

1. Register Baidu promotion account ： Generally, it can be opened by contacting Baidu customer service and through Baidu agents , Of course, you can register for free first , After preparing materials , Contact customer service to recharge , But before 2 In this way, there will be a specially assigned person for docking ;
2. After registering the account , Is to prepare materials , They are the preparation of keywords 、 Creative preparation and URL Three aspects of preparation

Preparation of keywords , We will mainly do it from the following aspects ：

1. Choose the account core promotion Keywords

Choosing the core promotion Keywords of the account can be from the perspective of enterprises and consumers 2 Look for . From the perspective of the enterprise, the current marketing needs of the enterprise 、 Combine the promotion budget with the website content to determine the core keywords , From the perspective of consumption, you can choose core keywords through relevant tools such as relevant search and Baidu Index

 2. Expand and screen keywords

Select the core keywords and use the keyword planner , Phrase combination and other ways to expand keywords , It has reached the coverage of main business keywords , And sift out keywords irrelevant to business , And deny the non relevant keywords with a large amount of search , In order to avoid budget waste caused by matching when searching the net name

 3, Group keywords and set the matching method and price

After keyword expansion, you can create a plan in the form of general classification , Then the unit is created according to the core word grouping method and the grammatical structure grouping method , It is suggested that the number of keywords in each unit should not exceed 30 individual , In this way, we can ensure that the keyword structure of each unit is the same 、 The grammar is similar , It is convenient for bidding and creative writing , It also makes the promotion account structure more reasonable , Easy to manage ; The initial bid of keywords can be determined by referring to customer service and estimation tools , Later, it will be gradually adjusted according to the transformation effect data , Of course, when there is a word blending tool , The initial bid can be made directly with the word blending tool ; The initial matching method of keywords we generally use exact matching for core words and long tail words with a large amount of search 、 Precise inclusion or synonymous inclusion is set in combination with negative word settings , Long tail words generally adopt synonymous inclusion 、 The core contains , Or use a wide range of keywords with very low prices , But when using phrases and broad, we must pay attention to the key setting of negation , To ensure the best effect , At the same time, for new accounts, you can also collect users' search habits and expand keywords through search term reports

Finish preparing keywords , Next, I will prepare for creativity ：

Creative addition and URL add to

When writing ideas, you usually add 3 Bar or so , Select the keyword with the longest character in each cell and put it into the wildcard , In this way, we can ensure that every keyword in this unit can be brought into the idea and become popular , And ensure the smooth flow of creativity 、 When the characters are not exceeded , Try to use wildcards and related keywords to make it red , This can attract the attention of net names more and increase the number of clicks , At the same time, you can also use a new way 、 Flash casting these special creative forms to increase the number of creative clicks , Because the higher the click through rate of keywords , The quality degree will be better

The next step is to carry on URL Set up ,URL Be sure to choose those related to keywords and ideas LP, It can increase the user experience , Promote transformation , For some key business keywords, we can also design special pages separately to improve the stickiness of users , Promote transaction conversion

Finished the material preparation stage , Next, we need to complete the relevant settings of the account and launch the account

Account related settings :

Generally, we will determine the delivery area of competitive advertising through the company's business and business scope , Now it can be accurate to the city , Still very accurate , Next, the total daily budget of the account and the budget of each plan will be set according to the launch cycle and budget of the company , This can ensure that even if the budget of non key plans is spent, the offline will not affect the key promotion plans , The second is to set our daily delivery time according to our customer service online time and other factors . The last is to set IP Exclusion strategy and manual IP exclude 2 In terms of , For example, inside the company IP Set exclusion , This can prevent the company's internal personnel from clicking on advertisements and causing advertising waste . Because it's a new account , Our creativity generally adopts the form of rotation , Wait for certain data collection before optimal launch .

After that , Launch the account , Then our daily work is to collect relevant data reports , For example, through Baidu statistics to understand the flow of accounts , Understand the consumption data of the account through Baidu background data report , adopt IM Chat tools in time to understand the transformation , Combine these data to report the price and matching method of account keywords 、 Innovation and other optimization , Among them, the account 20% The core keyword of is that we need to pay attention to the ranking and price conversion every day ,80% The key words of can be roughly adjusted by week