How to do Baidu bidding? Let's make a summary here. The whole process is very complicated, and the whole set of people who can do it is very valuable. Then I will choose some details to describe. Finally, I'll give you a list of abilities. You can think about how to summarize Baidu bidding according to the list of capabilities: 1. Understand the basic logic of Baidu's customer acquisition, user transformation logic, display rules, fee deduction rules, background button control logic, etc. 2. The actual delivery process is divided into two parts, that is, you have to do two main things: traffic acquisition and traffic conversion. After going online, an evaluation system is needed to evaluate whether Baidu's bidding is good as a whole or every link. Therefore, the whole system of data collection, communication and analysis is established. Fourthly, after the establishment of the data evaluation system of data-driven bidding optimization, we can optimize all aspects of data-driven optimization and use PDCA combined with A/B test model to obtain a good bidding experience for Baidu. Detailed description: traffic acquisition: project analysis: business type, company industry strength, product classification, customer type, competitive environment, user portrait, target keywords, demand and pain point analysis for some targets, etc. A complete set of analysis will give you the most basic and important ideas about company advertising; Competition analysis: you can query the ranking of competitors, search what keywords can appear, when they can appear, where they rank, and how creative and landing pages are. Understand the strength of others? Some can be used for reference. Account construction: scheme, unit, keywords, keyword price, keyword matching method, keyword creative writing, etc. , clear structure, clear keyword direction, creative design, can attract clicks; Keyword selection: Generally speaking, product keywords can be selected according to the following principles: conforming to the characteristics of the promoted products or related to industries or services. The choice of keywords should be considered from the user's point of view and conform to the search habits of mass users as far as possible. Analyze competitors' keywords and the competition degree of keywords. Observe the index and competition degree of keywords at any time and adjust the bid in time. Matching mode: There are four matching modes: exact matching, phrase matching, intelligent matching and intelligent core. Different matching methods will lead to different keyword ranges displayed by Baidu search, which will also affect the consumption of accounts. Using different matching methods will help us get different traffic in different ways, and different matching methods will affect the range of keywords appearing on Baidu display pages. Creative description: write some eye-catching and creative titles to attract customers' clicks. Creative writing grasps four points: floating red, fluency, relevance and selling point. Note: creativity can control the formulation and implementation of the traffic delivery strategy: ranking position, traffic distribution: company brand word position 1-2, industry word position 3-5, competitive keywords behind, unpopular words before. The first place has a high price and a high delay rate. Therefore, keywords with high traffic can choose not to rank first, which can be determined according to customer needs and effect data. Promotion period: the launch period needs to be set according to the traffic situation of specific industries. Promotion area: Set the launching area according to the business situation of the enterprise. Promotion equipment: Set the delivery equipment according to the enterprise user scenario. Comprehensive budget: set according to the degree of traffic competition and enterprise strength. Invalid traffic handling: invalid traffic from accounts can be handled according to masks and no words, and the budget can be controlled reasonably. Reasonable setting of keyword price and matching mode can greatly control the flow of accounts. Then the keyword selection and word segmentation are completed before the bidding matching mode is set. The choice of keywords determines the traffic range that the account can obtain, and the segmentation of keywords determines the structure of the account and the classification of traffic. It is very important to get traffic well. Traffic conversion is divided into creativity, landing page and customer service reception: creativity: good creativity can not only attract visitors to click and improve the click-through rate of advertisements, but also increase the relevance between creativity and keywords, improve the quality of creativity and save promotion expenses. Landing page: Landing page plays a very important role in traffic conversion, and a good landing page can help you stay ahead of your competitors. The landing page is the first page that the search user enters after clicking on the bidding keyword advertisement. The landing page can be the home page or the inside page of the website. At present, the landing page of most Baidu bidding users is the homepage of the website (many enterprises don't understand it, so it defaults to the homepage without setting). The selection and production of landing pages are product-centered, and the psychology of visitors, what they like, what they want to see and what they think are analyzed in key positions. By analyzing these, it is determined how to make marketing bait, which not only conforms to the landing page of product marketing, arouses users' desire to buy, but also echoes the keyword-creativity-page. Planning of marketing logic of landing page, presentation and output of enterprise advantages and selling points, guidance of customer trust and consultation. Customer service reception: Customer service reception is also very important, and good customer service reception service and communication skills will greatly enhance advertising conversion. Data analysis: We have done a good job in traffic acquisition and traffic conversion. It is also necessary to do a good job in data analysis and accumulate data, so as to find problems in the data, optimize the account and achieve advanced results. Data analysis should be completed by adding data, such as account report, planning unit report, keyword report, search word report, etc. According to the analysis of data reports, we should keep sensitive to the data and understand the meaning behind the data. Through specific data, we can find the correct way to optimize accounts in all dimensions, continuously reduce invalid consumption and make money more valuable. For example, the optimization of incoming line rate and transaction rate: the ultimate goal of promotion is to make a transaction. If there is no problem ahead, but the incoming rate or transaction rate is low, it is necessary to train customer service telephone conversation skills and business personnel's ability to talk about orders. Capacity list: finally, I will give you a capacity list. According to the capacity list, you can think about how Baidu bids. SEM bidder should have the ability: project analysis ability (self, product, brand, demand, crowd, industry, etc. Skilled account operation ability (construction and daily operation), traffic allocation ability (similar to asset allocation, how to allocate different traffic in your account), marketing planning ability (how to sell products after traffic comes in, how to convert traffic, including establishing telephone lines, pages and websites, we don't need to do it, but we must have the ability to control production), data analysis (data system establishment, data acquisition, data access, data table making, And data value search), promotion strategy formulation (how to promote the next step according to initial information and historical data), bidding matching setting (online communication tools such as Ai Fanfan and Baidu Statistics) and two more professional aspects: single platform and multi-account collaboration ability Since multi-platform and multi-account collaboration ability is a job, Then the general ability in the work (required): office use ability: ppt, word, execl, these three basic ps ability mind maps (required for SEM bidding) Work reporting ability: Can you make relevant personnel realize the value of what you do and convey your major, work plan, work results and so on to everyone? For example, project resumption analysis and sharing: word, which can well resume projects operated by itself, deeply share projects, including case production and reporting capabilities: weekly, monthly and annual reports, including statements and explanations; Communication and reporting ability: complete operational reporting ability: summary, planning, execution, inspection (including preliminary planning) reporting ability: able to communicate with anyone (customer, sales, market, CEO), etc.