Effective account optimization can improve the quality of keywords and get a better ranking at a lower click price, thus reducing the overall promotion cost and improving the return on investment. The account optimization method comprises the following steps:
1. Optimize the account structure
Review each of your promotion plans and units to see if there is room for optimization. We strongly suggest that you set up different promotion schemes to achieve different promotion goals from the promotion purpose, divide keywords with similar meanings and the same structure into the same promotion unit, write ideas for keywords, control the number of keywords in each promotion unit, and ensure that these keywords are highly related to creativity. In particular, try to ensure that wildcards are used in every idea. For details, please refer to questions and skills related to account structure.
2. Improve the quality of creative writing
The basic principle of creative writing is to ensure the fluency and integrity of sentences. On the one hand, high-quality creativity can attract the attention of netizens and improve the click-through rate; On the other hand, it is also conducive to enhancing the relevance and creativity of search words and keywords, thus improving the quality. An important way to optimize creativity is to insert wildcards into creativity to get more floating reds. See how to write more attractive ideas. You can compare and evaluate the attractiveness of ideas through creative reports and constantly optimize them.
3. Select the appropriate access URL and display URL.
The choice of URL depends on the creativity and keywords. In order to ensure the promotion effect, we suggest that you take the netizen directly to the webpage containing the information provided in the promotion results. Generally speaking, it is recommended that you directly use the complete domain name (such as www.baidu.com) to display the website, which not only enhances the trust of netizens, but also facilitates their memory and deepens their impression of your website. You can also try to adjust the presentation of the displayed URL, such as capitalizing the first letter, to attract the attention of netizens. For details, please refer to the skills of accessing URL and displaying URL.
4. Choose more specific keywords with more obvious business intentions.
When different netizens use the same search word, their search needs may be varied. For example, when searching for "French", netizens may want to find a professional French training institution, or they may just want to know the basic knowledge about French. Relatively speaking, netizens who search for "French training" and "French training winter vacation class" clearly express their needs for French training, pay more attention to and attach importance to relevant promotion results, and are more likely to visit your website for further understanding. Therefore, more specific keywords with more obvious business intentions are often keywords with relatively high click-through rates.
5. Optimize the matching method
We suggest that you choose the matching method according to the strategy of "from wide to narrow", that is, the newly submitted keywords should be set as wide as possible for at least two to three weeks to observe the effect.
In the meantime, you can see which search words the keyword matches through the search word report. If you find irrelevant keywords, Baidu statistics show that it can't bring transformation, and you can add negative keywords to optimize the matching results. If the performance of the search word report is still unsatisfactory, you can use more specific keywords with more obvious business intentions, or try phrase matching or exact matching.
6. Adjust the bidding, that is, the highest price per click.
You can adjust the bidding of promotion units or keywords according to the effect of keywords and your budget.
7. Modify the promotion settings, including the promotion area and the promotion budget.
You can combine the regional reports, evaluate the investment return of each promotion area, and adjust the promotion plan of each area, for example, increase the budget for the areas with better promotion effect and focus on it.
It is suggested that you adjust the daily budget regularly on the basis of evaluating the effect and measuring the input-output ratio, combined with the offline promotion time. Since Baidu's traffic has been growing naturally, if you want to cover these new potential customers, your budget should keep the same growth trend. Especially in the peak season of your industry promotion, I suggest you increase your budget and increase your promotion efforts.
Account optimization is a process of trial and error. We suggest that you continue to pay attention to account performance, and on the basis of observation and summary, explore optimization methods that are more in line with your promotion goals.
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