Search Optimization Strategy|Baidu Marketing New Tool - Above Show Win Rate

• Baidu search promotion, due to the huge traffic, passive marketing and other characteristics, has been the process of Internet promotion of enterprises to see the effect of direct, more popular with the enterprises of a kind of promotion. As more and more companies have joined the Baidu promotion, resulting in increased competition. For account optimizers, the purpose of optimizing the account is to spend the least amount of budget to bring the greatest benefit to the enterprise, to achieve a win-win situation for themselves and the enterprise.

  Recently Baidu account has increased some data indicators, such as [on the orientation show], [on the orientation show win rate] and other data, the reason for the introduction of these data is to allow account optimization personnel more timely discovery of account problems, can be more targeted to optimize the adjustment. These data can let us optimize the account with half the effort, is the account optimization tool.

  ABOVE SHOW WIN RATE OF THIS INDICATOR IS THE SAME FOR US TO OPTIMIZE THE ACCOUNT, HAS A DIRECT DATA REFERENCE ROLE, THIS INDICATOR CAN HELP US MORE CLEAR, MORE EFFICIENT TO UNDERSTAND WHETHER OUR BID IS REASONABLE. KEYWORD BIDDING IS CONSIDERED BY MANY TO BE THE CORE OF THE SEARCH PROMOTION, WHICH IS VERY REASONABLE, SEARCH PROMOTION IS IN FACT ESSENTIALLY SPEND MONEY TO BUY TRAFFIC, WITH A BUDGET FOR LEADS, THE KEYWORD BIDDING HIGH AND LOW, ON THE FINAL ROI HAS A SIGNIFICANT IMPACT.

  Usually operate the account, the most tangled problem is the reasonableness of the keyword bid judgment and improve the bid after the expected effect of the judgment, the upper orientation to show the winning rate, not only can help us quickly assess the degree of competition in the market for certain keywords, but also help us to clearly determine whether to increase the bid can be made to increase the number of times that advertisements are displayed on the top of the home page.

  The performance of the advertisement placement on the upper side directly reflects the ranking competitiveness of the advertisement, the search is getting smarter and smarter, and it has been displayed for thousands of search users, even if at the same moment, two people from the same company, with the same ip address, carry out the search of the same keyword, the results may also be different, because the search engine has carried out the personalized characteristics of the fine-tuning of the upper side of the overall situation is better than average. Advertisement ranking, more clearly reflect the ranking competitiveness of the advertisement.

  If the account is not currently the second stage of OCPC, the advertisement performance of the upper position, for us to optimize the account, enhance the account effect is an important reference basis (if you enter the second stage of ocpc, the bid will be hosted by the intelligent system to optimize the bid in real time according to the set conversion target, at this time do not have to deliberately pay attention to the performance of the upper position, you should observe the focus of the backward shift to the lead cost and the lead volume), only know the underlying logic and correlation of these data to better guide the account optimization work. (Only know the underlying logic and correlation of these data, in order to better guide the optimization of the account, the following we will talk about a few key data indicators.

  Bottom logic: this data reflects the keywords currently set under the conditions of placement, by improving the sorting competitiveness (bid * quality) can further strive for space, it is an objective statistical results, of course, it will not always be the same, it will be with the keywords of the intensity of the competition and change, but also receive our bids and ads fluctuating quality changes.

  Optimization method: If we find that the keywords above the display win rate is high, it means that the keyword advertisement is more competitive in the upper position, and these keywords have been displayed in most of the search results in line with the current conditions of the search results above the position; if we find that some of the keywords above the display win rate is relatively low, it means that the competitiveness of these keywords is lower than that of competitors in the upper position, and the only way to let Only by improving the competitiveness of the advertisement can we make this part of keywords improve the chance of displaying in the upper position.

SPECIFICALLY HOW TO IMPROVE THE ABOVE SHOW WIN RATE? TWO APPROACHES ARE THE MOST DIRECT AND EFFECTIVE, ONE IS TO IMPROVE THE QUALITY OF ADVERTISING, OPTIMIZE CREATIVE AND LANDING PAGE, IMPROVE THE QUALITY OF KEYWORDS, THE OTHER IS TO IMPROVE THE BID, IN THE NON-OCPC SECOND-ORDER PLAN OF KEYWORDS, YOU CAN CHECK THE GUIDE PRICE, KEEP THE BID HIGHER THAN THE GUIDE PRICE.

• Optimizing ideas:

①The upper display win rate reflects the space that can be further fought for by improving the sorting competitiveness of the keywords under the current set of placement conditions;

②Through the upper orientation display win rate of this indicator, you can effectively understand to improve the bid or advertisement quality, can make the keywords in the upper orientation to get more display;

③ Show win rate is an objective statistical results, it is not static, with the keyword competition and keyword bid adjustment or quality changes and change.

• Program/Unit Above Presentation Win Rate

  Bottom logic: in addition to the keywords above the display win rate, there are plans / units above the display win rate, by focusing on this indicator, we can keyword plans / units in the upper direction of the competitiveness of the level and the maximum growth of the space to have a more holistic perception.

  Optimization ideas: keywords above the win rate and plan / unit above the win rate, in fact, the relationship is very close, we know that the Baidu search account structure is a tree structure, many keywords form a different unit and plan, so if you want to improve the plan / unit above the win rate, then we have to pay more attention to keyword dimensions of the upper orientation of the win rate, if a plan / unit above the win rate is low, we can increase the competitiveness of keywords to increase more opportunities for keyword granularity to show win rate targeted optimization to improve. Win rate is low, we can increase the competitiveness of keywords, increase more keywords on the orientation of the opportunity to show, in the keyword granularity of the show win rate for targeted optimization to improve.

  This requires us to optimize the account, first focus on the general direction, and then pay attention to the details, the general direction is determined, the keyword dimensions to focus on, and continue to improve the keyword granularity of the upper orientation of the display data, is to enhance the account effect of the fastest path.

  If the plan/unit above the display win rate is high, it means that in the existing directional approach, the space for growth is very limited, even if we try to improve the click rate, optimize the keyword bid, but also can not significantly improve the display volume, if you need to continue to expand the volume, you need to modify the broadening of the conditions of the placement, expand the placement area and time period, increase more high-quality keywords with the intention of regular deletion of the keywords of negatives, in order to obtain more Related traffic matches.

  If the plan/unit above the display win rate is low, this is actually better, indicating that the overall competitiveness of the current lack of competitiveness, but the growth of space is more abundant, you need to focus on optimizing the competitiveness of the keywords, to increase more keywords on the orientation of the display opportunities for the keyword dimensions of the display win rate adjustment, in order to get the account as a whole more show.

• Upper orientation shows win rate (precision trigger)

Upper orientation display win rate (precise trigger) statistical formula: the precise trigger of the upper orientation display volume divided by the number of searches that meet the placement conditions and the search terms and keywords are precisely consistent with the number of searches

  Optimization ideas: such as above show win rate (precise trigger) high, and keywords are not above show win rate is low, suggesting that in the non-precise trigger traffic is not competitive enough, can be combined with the search term report, focus on non-precise trigger but the search volume of search terms, the value of these search terms to determine the value of the value of the keywords can be added to the account as a new keyword, and to be based on the Keywords to target the writing of creative and set more relevant landing page;

  If the above orientation shows a low win rate (precise trigger), the account needs to optimize the quality of ads, increase the relevance of creative and keywords, landing pages and visitors' psychological needs, and combine the keywords with a high conversion rate to increase the bid to get better competitiveness.

• Significance of indicators of upward orientation data

  Within the acceptable range of our costs, to fight for more opportunities to show the upper orientation, in order to make our account to get more traffic. The mentality of the temporary hold on account optimization is not desirable, not only when the effect becomes worse, we need to pay attention to this data indicators, the effect of smooth time also need to pay attention to the account of the dimensions of the data.

  The effect of the smooth period to pay attention to the upper orientation of the amount of display can help us determine the account keywords, advertising ideas and the relevance of search users, as well as intuitively determine the account's current competitiveness among peers, so that we can recognize the status quo, from the side of the degree of competition in the market and speculate on the focus of peer promotion;

  The effect of fluctuations in the period of attention to the upper orientation of the amount of display, because the upper orientation of the advertising data and user demand and market competition is closely related, so in the account effect of the decline in the effect of fluctuations in the upper orientation of the data analysis can be rapid and targeted to help us find the next step in the direction of optimization.

  Generally speaking, most of the reasons for the decline in the account effect are due to the decline in the click volume, resulting in less consumption. Then when our consumption level continues to become less, we have to focus on the upper side of the display volume, and then adjust according to this data feedback:

①Decrease in the amount of display of the upper orientation

Upper orientation to show a lower amount of instructions for advertising competitiveness decline, two reasons will cause such a situation, a factor is the market competition intensified, resulting in many of our account keyword competitiveness decline in the bidding sorting process, can not get above the display qualification, this time, we can enter the account of the [Optimization Center] - [Bidding class] recommendations for the conversion rate of the keywords, appropriate to increase the bid, in order to Obtain more opportunities to show above;

Another factor is the poor performance of creative and landing page, we can enter the [Optimization Center] - [Creative category] [Landing page category] suggestions, to see the focus of the keyword quality and creative click-through rate, focusing on optimizing the keywords, creativity, the landing page of the correlation between the three, to improve the conversion rate of the landing page.

②Smooth display volume in the upper orientation

If the upper orientation of the display volume is smooth, but the account overall click volume becomes less, the probability is that the account focuses on the keyword click rate decline, we need to refine the division of the unit, write more targeted advertising ideas to enhance the click rate, in addition, we need to continue to expand the new traffic, in conjunction with the company's customer service staff working hours, product coverage of the factors of the region, to broaden the directional conditions, expand the keywords, increase the promotion time , increase the promotion area to delete the negative words and other operations. We need to constantly expand new traffic, in combination with the company's customer service staff working hours, product coverage area factors, broaden the targeting conditions, expand keywords, increase the number of promotional hours, increase the promotion area, delete the negative words and other operations, to get more traffic. Only by showing more advertisements in front of potential customers, can there be subsequent clicks, visits, consultations, conversions and other behaviors.

  We know that Baidu search promotion marketing funnel model, from the beginning of the show to the final conversion transaction, the amount of potential customers will gradually reduce the show data is we must always pay attention to, when the show is down, we are not sure whether it is because of keyword pricing issues or keyword quality issues, you can refer to the account of the 【Optimization Center】, in the 【Optimization Center】in the bidding class suggestions and creative class Suggestions, can help us quickly understand the account problems, and can be optimized according to the recommendations given inside, in order to enhance the competitiveness of the bid and creative relevance.

  In fact, a series of data on the orientation, the most direct role is to allow account optimization staff to know the specific problems of the account in a timely manner, as well as in the performance of competitors, in the past we optimize the account, more by feeling, by virtue of experience, but as the market changes more and more quickly, the search ads backend algorithm is updated more and more timely, we will analyze the account, adjust the optimization, or look at the more tangible data! We can then come up with effective optimization methods to improve the effect of the account.

Appendix:

1. What is upward facing advertising?

The official definition is "In search promotion, upwardly oriented ads are ads that are displayed above the first natural result, and upwardly oriented ads are usually between 1-3 ads."

2. What are the characteristics of upward facing advertisements?

High click-through rate: Positioned before natural results, it is easier to trigger advanced styles and attract users' attention

Strong traffic acquisition: the higher the ranking, the higher the click-through rate and the more clicks you can get, all other factors being equal

3. What is included in the upper orientation data?

- The average ranking of the upper orientation: the keywords in the account are triggered by the user's search term, and the advertisement creativity appears in the upper orientation of the search advertisement, the average position of the advertisement display, if the average ranking of the upper orientation appears "-", it means that it does not enter into the upper orientation of the advertisement area, i.e., it does not have the corresponding ranking;

- Upper orientation display volume: the number of times a keyword in the account is triggered by a user's search term and the ad creative appears in the upper orientation of the search ad;

- Upper orientation clicks: the number of times an ad creative was clicked when it appeared in the upper orientation of a search ad;

- Upper orientation consumption: The total cost of the budget consumed as a result of clicks on the ad creative when it appears in the upper orientation of a search ad;

4. How can I check my own performance above?

Go to Account Data Reports to view keyword reports (customize columns to pull up the above data)

5. How can I get more of my account's ad results to appear in the search top position?

Baidu on the one hand is committed to improving the effect of business placement, on the other hand, to ensure that the Internet user search experience, so it will balance the comprehensive pros and cons of the Internet user and the promotion account, and will make the ads more competitive ads to show in the ads on the party.

If we want more creativity in the account to show up in the top position, we need to work on two things:

On the one hand, bidding: do refined data analysis, calculate the conversion rate of keywords, choose appropriate and reasonable valuable keywords to put, for effective keywords, must give competitive bid;

On the other hand, it is the quality of advertisement creativity: enhance the relevance of keywords and advertisement creativity, improve the click rate of creativity and thus improve the quality degree of keywords; enhance the relevance of the landing page and the needs of visitors, and improve the conversion rate of the page.

Doing both will give more keywords in the account a chance to show up in the search ads.