How to advertise on Baidu?
What should an effective Baidu PPC plan be?
What are the steps to make an effective bid promotion plan?
planning and layout according to marketing goals
When we consider how to advertise on Baidu,we need to figure out the goal of marketing.Before the Baidu PPC plan is done, the goal of marketing should be determined first and the plan is made according to the target. For example, how do we decompose this goal if 100 orders are needed to determine the purpose of a product’s Baidu PPC?
First, according to the data, we need to analyze how many UV the 100 orders need to be decomposed to the number of clicks needed to compete in the Baidu SEM account, and how much impressions and clicks we need.
The benefits of doing this:
(1) the operation is more purposeful;
(2) anticipate the need of budget in advance;
If it is calculated that the Baidu advertising cost of the Baidu PPC is too high or the goal can not be accomplished, the budget can be put on other channels, and the cost is saved on the whole. Again, it is the analysis of the product characteristics of the industry and the competition of competitors (to determine the brand keywords, product keywords, competition keywords). In addition, we need to analyze the search habits of network (mainly in search engine platform, paving the relevant brand information), organize editing related questions and answers, product introductions, brand publicity and other articles, through which we can understand Internet users’ commonly used search keywords and get corresponding information channels. And the common search keywords can be used as the target keywords. Increase the number of impressions and clicks.
Finally, the relevant keywords of Baidu promotion, to do a good landing page user experience optimization.
When we consider how to advertise on Baidu,We need to know the process of implementation.
The idea of China PPC promotion should be clear. First, we need to know our products or services, understand the industry, competitors are very important, classify the strengths and weaknesses of our competitors, and then enhance our strengths and circumvent weaknesses.
- Excavate and subdivide the keywords.This process is a dynamic process that runs through the whole process of competition, and now search engines have keyword tools for automatic screening. Or manually add the search keywords that are commonly used by the netizens who have been analyzed or the high volume of keywords. Then, in the dynamic process of the Baidu ADS, the optimization of keywords is analyzed.
- according to the different set of products or services of different business Baidu paid search plan, different keywords have different landing pages, these data are helpful to the optimization of Baidu promotion account, so the keywords groud is helpful for the future account maintenance, and follow the principle of grouping keywords.
- write advertising creativity for each promotion plan, then adding the landing page; as we know,advertising writing is very important, and is closely related to the keywords click rate. With the situation that ranking can not be guaranteed , need to attract users through the creative advertising. These are the sources of our clicks.
Baidu promotion is ranked by bid multiplied by the quality ; bid process is a process of trial, a little bit higher but not too high. This is to ensure that the following keywords raise prices without harming our own keywords ranking.
5.After the Baidu PPC account is set up, the data is observed, the data is analyzed, and the account is optimized. According to the impressions and clicks of the keywords, CVR, set reasonable layout. These are the procedures that cannot be interrupted in the process of follow-up promotion. Baidu pay per click promotion is not a matter of overnight success. Instead, it is slowly changing in the entire Baidu PPC promotion process and optimizing the dynamic process of accounts step by step.
When we consider how to advertise on Baidu,We need to know the continuous optimization is the key to the promotion of Baidu PPC . Through Baidu promotion keywords report, search keywords report, and the CVR report we monitor, we can know the advantages and disadvantages of Baidu promotion constantly, constantly adjust, and gradually optimize the promotion. This is an effective step in making an effective Baidu PPC program.This is how to advertise on Baidu.