How to solve the causes and solutions of Baidu's loss in bidding
Source: Shangpin China |
Type: website encyclopedia |
Time: March 30, 2014
Recently contacted some Website construction company Many people talk about Baidu bidding. The cost is too high, and the effect is getting worse and worse. The advertising cost is nearly 10000 yuan a month, and few people call for consultation. Let alone clinch a deal. After Baidu promotion, not only the performance has not improved, but even losses have occurred. A large number of enterprise leaders want to give up bidding, The bidding hosting team of Jiecheng Technology also has deep experience. After all, the competition for bidding promotion is becoming more and more fierce. There are dozens of companies in any industry doing promotion, and the click unit price of some of our customers' popular keywords is as high as tens of yuan, or even hundreds of yuan. Think about it, the click unit price of some of our customers is as high as tens of yuan, or even hundreds of yuan, How many times have real customers clicked? If it is an inexperienced person who operates the account, the result can be imagined. Here, Wu Longjie, the chief director of Jiecheng's bidding team, summarizes the reasons and solutions for bidding losses based on years of experience.
1、 Non real customer click
Non real customer clicks include peer clicks and marketing clicks,
Baidu promotion Since the system was upgraded in September 2013, more than 98% of malicious clicks on software can be blocked, which is basically no need to worry about. Here, we mainly say that peers go to work several times a day for the purpose of understanding competitors, and they also do marketing, such as opening accounts through bidding, promoting 400 phones, promoting potential software It is roughly estimated that 20% of our Baidu advertising expenses have been clicked by peers and 10% of our Baidu advertising expenses have been promoted. That is to say, if our monthly advertising expenses are 10000, 3000 of them have been wasted by these people. This is a great waste for some small enterprises and companies in the start-up period, which is related to their life and death, We must find ways to avoid such waste.
terms of settlement:
1. Call on peers not to click on others' advertisements at random. If you click on others' advertisements, you will not make an extra deal. If you want to know your competitors, you can copy their websites and open them. In addition, clicking on others' advertisements will raise the unit price of key words to a certain extent, which is not good for you. In addition, it is also about sales promotion, You want the other party to buy your products or services. If you click on his advertisement, he will buy it. I have a good understanding of this. Some account opening and sales of potential software click on the advertisement on our company's website every day. I will never buy any products he sells.
2. To block the IP, we can analyze the data statistics, such as Baidu Statistics, 51la Statistics, which shows that we have visited our website's IP more than three times in a month through the promotion link, and there is no consultation or phone call. To block his IP segment in the promotion background, think about it, if we are a potential customer, we have no consultation for the first time, no consultation for the second time, and no consultation for the third time, QQ customer service, Baidu Business Bridge, such obvious communication tools, should ask if there is any intention, even if there is a little intention. If there is no consultation, I think 90% of them may be that they are not our customers, that is, we will give them up, or block their IP.
3. Reduce the bid for popular keywords. In fact, the turnover rate of popular keywords in many industries is not high, even very low, such as wedding photography, decoration companies, training schools, travel agencies, computer schools, hospitals, etc. The click unit price of these keywords is very high. Although the index of these key words is high, their conversion is not high. These words are searched by peers every day, When being searched by SEO and leaders, most of these people will click on your ads while searching, so we can reduce the price of these keywords to save advertising expenses.
2、 Keyword matching pattern
I don't know if you have noticed. As long as Baidu customer service helps us set keyword matching modes, most of them choose a wide range, which will match many invalid and irrelevant keywords. Once, even because I set accurate matching, Baidu staff called me to say that the traffic has decreased and there is less presentation. I suggest that I set extensive matching, I think I would rather not use invalid traffic. For example, Jiecheng Technology is engaged in auction hosting. If the keyword "auction hosting" is set to widely match, the search for "child hosting" and "boutique hosting class" should also display our company's advertising. For such display and traffic, Jiecheng Technology has no significance, Please set the matching mode of your account. Generally, phrase matching is set for new accounts (now divided into three modes), and then step by step analysis and filtering are set to exact matching. Some keywords can be set to phrase accurate inclusion.
3、 Invalid keyword
The more keywords you add, the better. Through data analysis, we need to screen out keywords with purchase intention or transaction intention. Some traditional enterprises have many invalid keywords in their bidding accounts, which results in a waste of advertising fees. When we add keywords using the keyword tool in the bidding promotion background, After we input the popular keywords in our industry, we will recommend many related keywords. At this time, we need to selectively add, not all, including the use of word mining tools. Similarly, we need to selectively add keywords, such as searching for "auction hosting", and will recommend "auction hosting contract" Such keywords as "bidding account custody contract" will never be concluded for Jiecheng Technology, and we need to give up.
terms of settlement:
Analyze the use of search words in paid promotion traffic in the latest month through statistical tools, screen out keywords without purchase intention, and then delete the keywords or add them to negative keywords in the promotion background.
4、 Promote background account optimization tool for reference only
Baidu's promotion background now has many tools, such as ranking, cost reduction, customer sourcing, and peer-to-peer. The suggestions of these tools are only for reference. Their fundamental purpose is to let us increase our bid, extend the promotion time, so as to consume more advertising expenses. The recently launched account physical examination tools all want us to spend more money. Theoretically, The more advertising, the better the effect. But this is not absolute. What we need to do is to improve the conversion rate. Some enterprises recruit inexperienced bidding specialists who are responsible for advertising. They fully accept the suggestions and prompts from the promotion background. It is also normal that "nearly 10000 advertising fees are burned a month, and few people call for advice".
5、 Regional promotion
Before going online, we should consider whether our customer groups are mainly local or national, such as wedding photography and wedding celebration companies. Most of these industries are for local customers, so we must only choose local regions when we promote. Search promotion can select a province alone, and online league can go to a prefecture level city specifically. On the contrary, it was originally targeted at the local market. As a result, we launched a nationwide promotion. How much advertising expenses would be wasted? It is needless to say whether to make money or lose money. Although this problem is very simple, it is often a mistake made by many traditional enterprises.
6、 Mobile promotion
Mobile promotion was launched at the beginning of 2013, that is, customers who use mobile phones and tablets to search. With the increasing size of mobile phone screens and their convenient and fast usability, more and more customers use mobile phones to search and query information. When mobile promotion was launched, many customers did not pay attention to it. By default, the price of the bid is the same as that of the PC, so that a lot of advertising costs are consumed every day, At that time, the traffic from m.baidu.com accounted for about 30% every day. If you take the time to log in to your customer service system every day, and the visitors are constantly on the line, which makes you anxious, you may even wonder if someone has swiped me. No, oh, it's the visiting customers from mobile phones. Generally, we recommend setting the mobile phone promotion bid to 0.3 times the PC price, Why? Because most of the customers who use mobile phone search just want to understand the information briefly, a customer needs a process from visit to transaction, and the temporary and casual nature of mobile phone access determines that the customer transaction rate is relatively low. At this time, we can leave a little impression on the customer. When he really wants to buy, he will calmly sit in front of the computer to check and compare again.
7、 Bidding ranking software
A customer once said that our company has tens of thousands of keywords. If it is adjusted manually, it will definitely not work. In fact, it is not. Even if there are tens of thousands, hundreds of thousands, millions of keywords, it can also be optimized, adjusted, and operated manually. As long as we have clear classification when building the account structure, each classification has a promotion plan, Each promotion plan corresponds to multiple promotion groups, and each promotion group corresponds to creativity and related keywords, with a clear structure at a glance. On the contrary, the use of bidding ranking software is nothing more than the tools in Baidu's promotion background. It is estimated that the tools in Baidu's promotion background are not as good as those in Baidu's promotion background. The data used for ranking is not necessarily accurate. Baidu's bidding ranking data will not be open to other companies, and ranking involves all websites. These tools can only be used for reference, If you follow the tips of third-party tools, it is normal to burn money.
The above are the seven causes and solutions of bidding burning money analyzed and summarized by Shangpin China Marketing Website Construction Company for everyone. As soon as you operate the bidding, see whether your account also has the above problems. These problems are the easiest to find but are often ignored by everyone. Of course, these are mainly internal problems of the account. In fact, there are external factors of the account, such as website pages, customer service consulting skills, etc., as well as money burning problems of NetLeague. These problems will be shared with you next time by Wu Longjie. Please look forward to it.
The data in the account is constantly changing, so a healthy account needs our continuous analysis and optimization, which is a long-term work.
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