2. Phrase Match: Currently, I am using this type of match, such as "十一五&rdquo", and it feels good. The added words need to be relatively more, occasionally there are also invalid cases like "16MnDG low-temperature pipe", which are basically very few, and the position is also well controlled, such as "lead plate". You can decide which position you want to be in, but generally I prefer to be in the 2nd or 3rd position (since we are a hospital, patients usually compare several options, so being in the 2nd or 3rd position might have higher speaking and closing rates. Generally, visitors won't go back to check). This way, you can clearly know what terms customers search for, and also monitor which types of terms have higher closing rates.
II. Clear Keyword Structure
As a Baidu promotion staff, we can control three aspects and should strive to achieve the best state. The fourth aspect, page quality, is relatively difficult and requires marketing awareness from planning personnel and page designers. They need to plan high-quality topics and try monitoring, making repeated adjustments. The last point is the most important one. Final transactions and profits come from them, so companies should particularly strengthen the training of customer service consultants. Not everything is fleeting; if customer service is not done well, it will have the opposite effect. Of course, these three aspects are closely related and influence each other. There needs to be more communication and continuous attempts to reach the best effect. For example, with "stainless steel lined composite pipe," Baidu's overall keywords have three forms. Currently, I don't know which form is the most reasonable, so let me share my understanding of these three matching methods:
(1) Keeping keyword positions at 2 or 3 is good.
I. Reasonable Matching Methods
(3) Conducting corresponding data analysis and real-time adjustment;
(4) Improving landing page quality, enhancing user experience, and attracting users' desire to consult and buy. In my opinion, the main principle of Baidu bidding promotion is:
1. Broad Match: Previously, we used broad match, which had many invalid words, especially at the beginning. We needed to add a lot of negative words. Sometimes, in one plan, 100 negative words were not enough. Baidu's matching sometimes was not effective, leaving us helpless. It was hard to control the position of the word, and it was also hard to determine exactly which word the client searched for.
3. Exact Match: Some individual words also need to use exact match, especially for those that you're afraid of being matched incorrectly or when you want precise monitoring just for itself.
(3) Some short keywords can include long keywords, meaning only adding short keywords. When searching for longer keywords, it would still match the added advertisement. At this time, if both short and long keywords exist, and the price of the long keyword is lower with good quality, then it can be retained. If the price of the long keyword is high and the quality is easy to be low, it can be deleted. Note that this is not absolute. Sometimes, some long keywords are very precise and have a high conversion rate, so they need to be retained and nurtured well.
(1) Eliminate ineffective words and try to dig out as many possible final transaction vocabulary as possible, improving the inherent quality of the keywords;
III. Some small tricks and experiences
(2) Unit: According to what Baidu said about "semantically similar and structurally identical principles," I divide them into two units: one unit for regular nouns or phrases, and another unit for questions. Later, adjust appropriately according to changes in quality and create new units accordingly. Similarly, they can correspond. The landing page URL for each of my units is different, making it convenient to clearly monitor which category of words brought people and led to transactions.
(2) Improve quality score (the three stars on the Baidu backend), reduce click cost, and control the position well;
(1) Plan: divided by disease categories,
(2) Keywords themselves should also be classified by quality score (not the three stars on the backend). Generally, the conversion rate of nouns won't be too high, so their position can be further back. For example, "无痛人流" has lower quality than "无痛人流医院", and "无痛人流医院" isn't as good as "西安无痛人流医院". The more precise the keyword, the higher the quality, though the search volume will be lower. You can appropriately move the position forward.
(5) Timely customer service consultation response, clear answers, and promote final transactions.