Speaking of how to advertise on baidu must be linked to the data analysis. Analyzing data can help to grasp the direction of Baidu promotion. Many small and medium enterprises have to do Baidu promotion, but did not know the data analysis, only know basic knowledge such as build account, add key word, bid, writing and so on, these are the basic work of Baidu pay per click, the most important thing is to grasp the analysis of the data, many enterprises are lack of cause for the low effect.
First of all, we should have a clear understanding of the idea before the data analysis. Why do we have to do the data analysis of the Baidu pay per click? How do we do the data analysis, and after we finish the data analysis, what is the operation to do? After understanding this problem, we can make data analysis through various ways of thinking so that we can improve ROI better.
Analysis of keywords
Analyzing the competition degree of a keyword, we can reasonably layout the keywords of our website. We can decide the number of keywords and the promotion plan of your website according to the degree of keywords competition.
1, key words Statistics
Do key words statistics, can analyze which key words conversion rate is good, which key words consumption is high, which key words produce inquiries and so on.
According to the data available to expand keywords, specify the next bidding optimization and promotion plan, when analyzing the keywords must be combined with the Baidu search keywords used together, so you can clearly understand the users often search keywords, to understand our users is how to search the information they want.
- According to the URL path statistics corresponding key words
According to URL path statistics corresponding keywords, it can be converted to statistics, knowing which page marketing power is not enough, can not meet the needs of consumers, or the correlation between keywords and landing pages is low.
Analysis of the rate of Baidu PPC account
The amount of presentation refers to the number of times your advertisement is shown on the search engine. Advertising is the premise of transformation brought by accounts. This is well understood. If your advertisements can’t be displayed on search engines, then visitors will not be able to see your ads, or even enter your website. So, it’s a good thing for every Baidu SEM Commissioner to improve the account.
1, high impressions,, low clicks
This shows that creativity is not enough, and it is not attractive enough to attract customers to click. In this case, the most important thing is to optimize the creativity, add special characters and add words that can attract customers, so as to improve relevant clicks.
2, high impressions, ,high clicks
This shows that creative writing is good, have the marketing force, to be able to attract users, and ranking stable, so that users have more opportunities to see the advertising information, so click is also high, in this case, the most important is the transformation should pay attention to the late, pay attention to the correlation and the marketing force landing page.
3, low impressions,high clicks
This shows that the click through rate of accounts is relatively high, creativity has marketing power, and can catch the eye of users. Under such account situation, keywords and account units are too few. We should increase key words and optimize creativity, and show stable click.
An interrogative analysis of the price of China PPC account
Click on the account is a very important index, visitors click on your ads, you can enter your website, then understand your products and services, you can also communicate with your customer service staff, so as to promote the transformation of the transaction, so the bidding account consumption is also very important.
1, high impressions ,high consumption
This shows that the bidding price of Baidu paid search accounts is high, and the ranking of keywords is all in the front and the output ratio is low. The whereabouts of consumption need to be counted, and the ranking of keywords with low conversion rate is slightly lower and the conversion rate is slightly higher.
2, high impressions , low consumption
This shows that the optimization is in place very well, in this case, constantly optimizing and stabilizing and paying attention to the data volatility of consumption and presentation.
3, low impressions, high consumption
This is a problem that we are facing at present. There are many factors that affect low display and high consumption. In order to reduce consumption, we should constantly adjust accounts and increase key words, optimize quality and stabilize quality.
Analysis of the transformation of Baidu advertising account
The habit of bidding data analysis is considered to be a macro data presentation process for every visiting customer’s jump out, dialogue, appointment, and effective transformation of every link. The response is the investment return ratio of a keyword, the clicking ratio of originality, the jumping ratio of a landing page, the appointment ratio of consultation, and the appointment to visit ratio.
1, high consumption and low conversion
We need to optimize the price of creativity and key words, improve the quality of key words and accounts, improve the marketing power of landing pages, as well as the skills of customer service personnel, and improve the conversion rate of enquiries.
2, high consumption and high consultation transformation
We should improve the quality of creativity, expand the key words of high conversion rate and reduce the consumption and reduce the key words of high consumption and low transformation, so as to achieve the purpose of optimizing accounts.
3, low consumption and low conversion
This shows that there are still problems in every aspect. We need to optimize the structure of land page and auction account, control the consumption of key words, control the time of advertising and avoid the rush hour.
Basic Data of Baidu ADS account
Data Daily or at least weekly download and keyword analysis report is routine work , Baidu PPC account can draw keywords report, note, see you login the website backstage data also contains a natural flow of data, so should be based on the keywords report data as the standard, the main data are the following several:
- The total impressions
The total number of competitive ads we put on show to the user. The most important factor affecting the number of unfolding is the quantity and quality of the key words.
- Total clicks
The total number of times the user clicks on our ad links. The total number of clicks is determined by the total number and the click rate, and the total number of its size determines the overall level of our entire extension account.
3, click rate
The click rate = clicking number / display number, that is, CTR (Click-Through-Rate). The index reflects the user’s recognition of the content of the advertisement, which is the most important index of the extension. The factors that affect the click rate include position, quality, title, description, and bid.
- Total consumption
That is, the total cost that we spend on the promotion of this period.
The average Baidu advertising cost= total consumption / total click. The Baidu bidding model is CPC (Cost Per Click), which is paid by click and click on the average price we pay for each click.
The Baidu marketing account can be controlled by the bids, and the bids are directly responsible for the performance of the bidding account.