Bidding promotion is a keyword purchase advertisement, which is the most accurate advertising method in the Internet industry at present. The purpose of bidding is to buy the most accurate traffic at the lowest price in order to maximize the benefits. After receiving the answer from Zhao Yang, a teacher from Houchang College, and purchasing the Zhao Yang bidding training course, I clearly know that for a senior bidder, before Baidu bidding, it is necessary to formulate an account placement strategy, organize a bidding promotion plan, and ensure the account effect. Simply put, it is to make a feasible plan according to the existing situation and the goal to be achieved.

1, population analysis

The nine elements of crowd analysis are: gender, age, hobbies, education, occupation, income, region, internet access equipment and time spent online, as shown in the figure below:

2. Budget analysis

Bidders make different account strategies and construct different account structures according to different budgets.

For example, at present, the promotion budget of xxx project is 300 yuan, so it is difficult to cover all audiences at present, and it is necessary to lock in the needs of the crowd and promote it on a small scale. According to the product analysis, the price of the product does not have the core advantage, so it is difficult to transform the crowd with direct price comparison, so we don't focus on it when promoting it.

3. Platform and budget allocation

Baidu, 360, sogou and Shenma are the only companies doing bidding promotion in China. Their budget allocation can be determined according to the following proportions:

Baidu: 70%

360:20%

Sogou: 5%

Shenma: 5%

For most enterprises, the budget can be allocated in the above way, but some enterprises need to adjust according to the particularity of products.

4, keyword selection

Generally speaking, product keywords can be selected according to the following principles:

(1) conforms to the characteristics of the promoted product or is related to the industry or service.

(2) The selection of keywords should be considered from the user's point of view and conform to the search habits of mass users as much as possible.

(3) Analyze competitors' keywords and their competition degree.

(4) Observe the index of keywords and the degree of competition at any time, and adjust the bid in time.

Keyword classification

1, by category

For example, if you are engaged in intellectual property, the promotion scheme can be divided into patents, trademarks and high technology.

2. By region

This is easier to explain. Maybe some products can be divided into Beijing, Guangzhou, Shandong and so on. Only push some regions, and which provinces can't be promoted according to your budget or product characteristics.

3. According to popular words and long tail words.

This classification is based on personal habits. You may have something you want to test, but just pay attention to why you divide this.

In fact, keyword analysis can be done as long as it is reasonable. Account classification is to adjust the analysis data at any time, and keyword classification is also to be adjusted at any time.

5. Keyword matching

Using different matching methods will help us locate potential people in different ways. Different matching methods will affect the range of keywords appearing on Baidu display pages, and rational use of matching methods will help us attract accurate potential audiences.

There are three matching methods: exact matching, phrase matching and extensive matching. Different matching methods will lead to different keyword ranges displayed in Baidu search, and will also affect the consumption of accounts.

According to the actual ranking of the company's website, adjust the plan so that the main products can be displayed on Baidu's homepage as much as possible.

6. Creative writing

Creativity is to guide visitors to click in! And pay attention to creativity, the content should be the same as the page you carry! If the page can't carry it, even the best ideas won't be transformed.

Write some eye-catching and creative titles to attract customers' clicks. Creative writing grasps five points: floating red, fluency, relevance, selling point and attraction.

7. Promotion period

The choice of promotion time should be considered from the user's point of view, and when users will search our advertisements. Generally speaking, the promotion effect has three peak periods in a day, namely: 165438+ 0: 00 a.m., 3: 00 p.m. and 9: 00 p.m., during these three periods, the promotion will be intensified to maximize the target customers.

As for some special industries, we must do the pre-test of traffic, and then increase the budget investment account after testing the traffic.

8. Bidding login page

The bidding landing page is the first page that the search user enters after clicking the bidding keyword advertisement. The login page can be the home page or the inner page of the website. The production of the landing page is product-centered, and the psychology of the visitor, what the visitor likes, what the visitor wants to see and what he thinks are analyzed from the perspective of the visitor. By analyzing these, we can determine the content of marketing pages, thus promoting users' desire to buy and making keywords-creativity-pages echo.

The main advantages of the marketing landing page:

(1) The marketing advantage of the website is stronger than before, with more eye-catching products and more clicks.

(2) The number of calls and inquiries received from customers through the website is more than before.

(3) The website bidding promotion cost is lower, the conversion rate is higher and the effect is better.

Number of pages: according to the number of a single search engine. If you promote two Baidu accounts at the same time, it is best to make two marketing pages, and the pages will not be repeated to better retain visitors.

9, effect monitoring and evaluation

(1) Install Baidu Statistics Code

(2) Event/page conversion settings

(3) Add the unique identifier of the keyword URL

(4) Check Baidu statistics in real time.

(5) Check the word search report regularly (no words)

10, statistics

Organize the marketing flow chart every morning, write last week's work summary, this week's work arrangement, write monthly work summary at the beginning of the month and this month's work arrangement every week/kloc-0.

The big account counts the transformation effect every 3 days, and the small account counts the transformation effect once a week.