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For some well-known reasons, Baidu still occupies a large market share in terms of domestic search engines. Although we can never forgive Baidu for "doing evil", Baidu promotion is still a kind of help for enterprises. One of the important channels for internet promotion.
In the face of changes in Baidu search promotion, many Internet promotion specialists of abrasives companies are looking for solutions, and hope that in the increasingly fierce competition, the previous delivery effect can be guaranteed. Here, China's super-hard materials network Xiaobian for you to help, from several different aspects tell you how to optimize the delivery, enhance their competitiveness, in an invincible position in the change. (In the case of small ads, the advertising effect of China's super-hard materials network is also good and good.)
Basic article
With the launch of the advertising search promotion new policy, the most direct feeling of the majority of users is that the website's visit traffic has plummeted and the competition has become fiercer. Therefore, how to increase traffic is the key. Here are two basic ways to increase traffic:
1. Raise the price on the core words, or add some long tail words to fill the gaps displayed;
2. While ensuring the presentation, further improve the quality of the promotion content, enrich the style, and allow more clicks under the same presentation;
In addition, credit scores can also influence the promotion of rankings, maintaining a good credit history, and it is also important to maximize your credit score.
Tips to help 1, focus on price increases
After the promotion was reduced to four, the competition was more intense, and some core words were mentioned at higher prices. Therefore, in order to restore the flow of this part of the word, you need to adjust your bid. The price increase cannot be blind. It is necessary to combine the past data and find the words that bring high conversion to raise prices. As for the price increase, you can view the presentation of the core words in the data report, estimate how much the loss is displayed, and then use the bid simulator to test how to adjust the bid.
2, the right amount of expansion matching
If you want to expand the traffic, you can also moderately match the keyword matching mode to get more traffic. This method is more suitable for the promotion of customer friends in the current account matching mode, and some industries with relatively small search volume. It should be noted that the degree of relaxation needs to be controlled well. Do not rush to make the match too broad, and monitor and adjust in time after changing the settings.
3, add words
In addition to improving the competitiveness of the original words, adding some new words is also a way to expand traffic. You can find out what netizens are searching for in the search term report and add some longer-tailed words. You can also add some black horse words according to the keyword planner recommendation.
4, optimize creativity, rich style
After the logo of commercial promotion became more obvious, the writing of ideas became more important. Only targeted, even time-sensitive ideas can capture the eyes of netizens and attract them to come in. Therefore, you should spend more energy on creative writing, ensure the relevance of creativity and keywords, and show your own characteristics. Different creatively guided landing pages are also distinguished as much as possible in order to prevent potential user loss caused by low relevance of page content and creativity.
5. Improve credit scores
In addition to the promotion of 4 points, the introduction of credits into the ranking is also a major change this time. Some people may confuse the credit score with the grade of V. In fact, the credit score is not strange, and we can see it in the background. The better the credit score, the higher the ranking. No matter how high the bid is, if the credit is not good, it will never be ranked first. Therefore, it is also important to maintain a good credit history and improve your credit score. For an introduction to the customer credit policy, please refer to: http://xy.baidu.com/credittpl/agreement.html?20160107 
The above is the basic idea, but if you are a senior SEMer, the primary gameplay may not be enough for you, then you should try some advanced methods. The advanced method considers the following two issues:
1. How to recover the part of potential value in some seemingly invaluable pan-flows;
2. How to try to expand the territory and discover the New World in addition to the existing delivery traffic;
Below we combine some cases and tools to introduce several advanced methods:
Tips to help 1. Search remarketing - catch back traffic
Usage 1: Create a remarketing plan, take some common words, business opportunities in the big flow words back to the example: As we all know, the word "diamond saw blade" is very large, but the commercial value is not high. If you simply use this word as a key word, it will inevitably lead to high consumption and low conversion. In fact, you can create a re-marketing exclusive plan for such words, and then bind to specific groups of people, such as those who have searched for "high-quality diamond saw blades", you can control the display of customers who only demand quality from these people, and retrieve the flood flow. Potential business opportunities. (The above is just an example, or there is no actual reference value)
Usage 2: The existing plan will provide a premium to the remarketing crowd and increase the competitiveness of the target group. For existing plans, if you want to improve your competitiveness, you can also set a remarketing premium coefficient to enhance competition in valuable traffic. The power will be more targeted than simply raising the bid, and the traffic will be saved at the same time.
2. Time-based bidding, matching model bids - Explore the New World
Time-divided bidding: Let go of the time when you don't vote, and try to use low price. For example, a diamond tool manufacturer originally only used the morning and evening of the working day. After the traffic dropped, it started to be delivered at several noon periods. Since there is no experience in the first attempt, I dare not let go of these time periods directly, but choose to set a lower bid modifier in these time periods. After trying, I found that the promotion period of noon to avoid lunch was also good, and the coefficient was added during these time periods.
Matching bids: Appropriately relax the matching mode, and reduce the coefficient for traffic replenishment and time-slot bidding. It is suitable for the basic selection of more accurate matching mode, and want to try to promote customer friends more widely. For a looser matching mode, you can start with a smaller coefficient and slowly adjust it up until you achieve the desired effect.
3. Ranking tends to automatically bid (pointing to the ranking), position guide price - to ensure the presentation of core words
Staring Ranking: Key words to ensure the example of display: Diamond Company A is the industry leader, and the promotion of the first place has always been their appeal. Due to the increasingly fierce competition in recent days, the bids have also been rising. When using the line-up ranking, the “increasing bid ratio†has been raised and the first position has been successfully maintained.
Position Guide Price: Try to increase the probability of display. For example, Diamond Company B occasionally appears on the left side of the top, and at the same time competes for the promotion below and on the right to enhance brand exposure. Now the promotion points below and on the right side are removed. In order to ensure the brand exposure, we must ensure that our promotion is as far as possible in the top four, but due to the limited budget, we can't keep an eye on the ranking. So we refer to the left guide price and the left three guide price. , try to ensure that the show.
Abstract Recently, Baidu search promotion has undergone some changes. The original promotion points on the upper left, lower and right sides have been reduced to the current four. At the same time, credit scores have also been introduced into the sorting algorithm, which affects the ranking of promotion. Because of some well-known reasons, at home...
Recently, Baidu search promotion has undergone some changes. The original promotion positions on the upper left, lower and right sides have been reduced to the current four. At the same time, credit scores have also been introduced into the sorting algorithm, which affects the ranking of promotion. Advanced article