Reasons for the decline of keyword quality in Baidu bidding
Source: Shangpin China |
Type: website encyclopedia |
Time: May 12, 2012
Website production Company Shangpin China (ihucc.com): Baidu bidding is not like Seo website optimization Entrusted by my boss, I have been working on the quality of keywords for a long time. The boss's rule is: you can't adjust the price I set, you are only responsible for writing and modifying the creativity. I'm totally defeated by my boss this time. Well, what the boss says is what he says. This is the boss's style, and it is also my remaining style after years of honing. How is the keyword quality of Baidu bidding calculated? As usual, let's first look at the explanation given by Baidu officials Relevance: including the relevance of keywords and creativity, and the relevance of keyword creativity and target pages.
Click through rate: click through rate is an important factor affecting the quality. The high click through rate reflects that potential customers pay more attention to and recognize the promotion results. It should be noted that the click rate here excludes the influence of factors such as position and region.
Comprehensive performance of the account: historical promotion performance of other keywords in the account.
Creativity writing level: the more smoothly and creatively creative ideas are written around key words, the more attention they can attract potential customers.
In fact, the ranking formula of Baidu Auction is very simple: keyword bidding * keyword quality. In addition, three of the four main factors that affect the quality of keywords in the figure express the ultimate purpose of the quality. Whether it is the click rate, the comprehensive performance of the account, or the creative writing level, it is all to obtain the click and browse of customers. I believe that keyword relevance will not make much difference to the websites promoted by everyone. You will not spend your own money to sell food, but you will use drug keywords to promote your website.
In addition, the quality degree reflects the relative level of keywords. Without continuous optimization, it may go backwards. For example, competitors are constantly optimizing to improve the overall quality level. If you do not make any progress, your quality may decline.
The most troublesome thing is the official sentence of Baidu. In addition, you need to taste carefully. Competitors are constantly optimizing to improve the overall quality level. This means that your competitors can get more clicks and spend more than you.
Yesterday there were still three stars, but today there are two stars? You will be obsessed with this. Just like my boss, I understand his feelings about this. He doesn't want to spend more money, but it's like getting a better ranking. In fact, the formula of Baidu bidding quality can be expressed directly: Keyword quality=keyword bidding+keyword presentation+creative writing+keyword clicking+keyword consumption+account comprehensive consumption+web page relevance. This is the simplest and most straightforward formula for calculating keyword quality. Other account structure optimization and other things are nonsense. As long as you do something similar, don't just focus on it. Keyword bidding is still the first place. Only a high bid can give you more opportunities to show. If your bid is lower than the industry average, your qualification to show will be reduced. Only when there is a presentation, can it be clicked to show the three ideas of the three companies. Which one does the user choose? This depends on the quality of your creative writing (creative writing adopts the expository style, which should be streamlined to highlight selling points, and attract users to click, such as free mail, and the house is 1 yuan per square meter. In short, it is necessary to attract users to click on you and consume you). As for keyword consumption and account comprehensive consumption, it simply means how much you spend on Baidu promotion. As for the relevance of web pages, I think everyone should have no problem and won't make fun of their own money. These factors, taken together, are the calculation method of keyword quality. As for the proportion of each factor, you should understand.
How to keep your quality level three stars as low as possible without spending too much money? I would like to teach you a little personal experience. That is, after you enter your account management background in the morning, if the quality level has dropped to two stars, please raise your bid, so that your click consumption can be improved a bit, and then the price can be adjusted to the original setting, The price reduction standard is beneficial for you to maintain the top three to five positions on Baidu's left page.
The more money you spend, the higher the presentation ratio, the higher the click ratio, and the better the quality of keywords. So don't blindly adjust your creativity. In fact, it's not very useful. Now you should know why the quality of your keywords has declined? After the decline, you can't improve the quality of your keywords no matter how creative you are. It's not how good your competitors' creative writing is. The second is that your competitors bid more keywords than you and have more opportunities to show on the left side. You are pushed down from the left side. Users can't see you, don't click you, and don't consume you. If you spend less money, your quality will be reduced. This article was published by Beijing website production company Shangpin China //ihucc.com/
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