How does SEM achieve low bid and high ranking?

Increasing the bid is not a long-term solution. It is more cost-effective to improve the quality of advertising. Advertising with higher quality can obtain an ideal advertising ranking at a lower price.

How can advertisers judge whether their advertising quality is high quality? Key words: quality.

1. Analyze the quality of keywords

The keyword quality is a comprehensive evaluation of the overall performance of keyword advertising in the bidding system in the recent period, reflecting the recognition of search users to keyword advertising.

The quality of keywords is affected by three factors, which also correspond to the three elements of marketing success:

01 Estimated click through rate (find the right person)

The possibility for users to click on ads after seeing your keywords. Whether the keyword ads come from the products and services that users care about when searching.

02 Creativity relevance (talk) Creativity (title, description) and content relevance between keywords and landing pages of keyword advertisements.

03 Landing page experience (doing the right thing)

Whether the relevance between the content and keywords in the landing page of keyword ads provides users with a good experience of obtaining relevant information and services through search.

When the keyword quality score is low and the advertising presentation opportunity is damaged, the optimization center will automatically push the suggestion of "improving keyword quality" to remind advertisers to pay attention in time.

The keyword quality is divided into 1-10 points. When the score is lower than 6 points, at least one of the three sub items of quality is lower than the average. It is recommended to adjust and optimize as soon as possible.

2. Importance of keyword quality

The core mechanism of search promotion bidding ranking: advertising ranking competitiveness=advertising quality * bidding

Therefore, improving the quality of keywords can help advertisers reduce their bid costs. Advertising with higher quality can obtain more ideal advertising rankings at a lower price.

Keyword ads with high quality and reasonable bid are highly competitive, and they are dominant in advertising ranking, so they can get more opportunities to show up.

In addition, keyword quality can guide advertisers to produce advertisements that meet the needs of target users and have better marketing effects.

The three sub items of quality degree evaluate the consistency of keywords and related creativity, landing pages and user needs from different aspects, and whether the display of advertisements to landing pages has brought pleasure to search users.

3. Improve keyword quality
 

The estimated click through rate is judged by the system according to the click through rate performance of similar advertisements in history. "Below average" means that the probability of a search user clicking after seeing your advertisement results is not high.

The optimization idea is to adjust the selection of keywords and buy words reasonably around the core business.

Add and Website construction New keywords with high business relevance

You can use tools such as keyword planners, optimization center "add new keywords" card suggestions, and star watching disks to expand the latest business related keywords.
Source: Baidu Marketing Service Contact Center