作者/整理：小强SEM 来源：小强科技 2018-10-28 14:12:58
Whether SEO or paid advertising, for enterprises, profits are the first. With the promotion of small and medium-sized enterprises in China, a lot of enterprises do Baidu bidding. From the point of view, if we can correctly recognize the competitive price advertising and make reasonable use of the advantages of resources and competitive price, it is true that the network marketing situation can be quickly opened to a considerable number of enterprises.
Old fisherman's network
Brand mode: to invest too much in order to promote the brand as the purpose (not suitable for the current stage).
Keyword mode: small investment, reasonable control, quick return, is a suitable mode at present.
Understanding the purpose of bidding
To expand the exposure of products or services to achieve the corresponding transformation as the main purpose; secondary purpose: to promote brand and provide investment promotion exhibition.
It needs a reasonable analysis of which area, which kind of people can help, or what kind of problems can be solved for the user and what the user can bring to the user, so that the user can be accurately and effectively positioned in this way.
Keyword positioning strategy
The choice of key words determines whether bidding advertisements can be successful. The determinants of the core;
The choice of keywords is divided into 2 parts: hot words and long tail words.
Focus on the long tail, according to the user characteristics of the combination of 50-200 long tail words, this part of the need for accurate analysis, must stand in the user's perspective to screen key words.
We can choose from several modes of bidding keywords, such as precise matching, phrase matching (precision, phrase, core), and extensive matching.
It is necessary to correctly select the area for the advertisement to be placed on the basis of the location of the majority of the users, the content that is concerned, and then screen the appropriate advertising area again.
Budgetary schemes, such as
Local hot words are clicked at 2-3 yuan each time.
1-3 hot words. The long tail phrase is 50-100, and the budget is 100-150 yuan a day.
4-6 hot words. The long tail phrase is 100-200, and the budget is 200-250 yuan a day.
Temporarily set the background control limit of 100-150 yuan consumption is more reasonable. Baidu has timeliness.
The telephone consultation form is arranged every day, and the QQ consultation form is made. Record customer issues in detail. The proportion of transaction, the proportion of intention, etc. The proportion of the conversion rate is good. Bidding is a timely advertisement. 3 days a unit, do a specific adjustment. It can be determined according to the way of self monitoring.
Warm hints: the success of bidding, the choice of key words, time control, pattern matching, all of these are involved, specific to the implementation stage, especially attention to the writing of the title and the description of the creative description. Be in line with the target user.
We only do accurate directional user traffic. Filter to target customers through title and creative description.