浅谈中小企业百度竞价账户管理方案

电子商务这两年飞速的发现促进了所有行业转型做网络营 销,目前很多中小企业存在的问题不再是想不想做网络营销,而是如何做好网络营销,成功“转战”于互联网。首先企业想到的就是搜索引擎营销,那么此刻他们的 问题又是如何做搜索引擎营销并取的很好的回报,下面我们具体说下中小企业百度竞价账户管理方案。

  首先介绍一种账户管理模式“投入—转化”模式,以转化成本为中心,围绕投入、转化、转化率三个维度展开的。这个模式由三个步骤组成,分别是关键性指标、账户关键词分组以及关键词调整。

  ①关键性指标

  关键性指标指的是我们在做搜索引擎营销的时候需要关注的6个指标,分别是平均点击价格(CPC),点击量,点击率(CTR),转化次数,转化率 (CVR),平均转化成本(CPA)。当我们企业做竞价推广,这些数据在百度账户中就可以关注到。(小贴士:本文系姚瑞斌原创,百度认证营销顾问,推一把 SEM频道主编,速途网专栏作家,师从“落地式网络营销”专家江礼坤,想交流更多关于百度竞价推广的朋友,请登陆姚瑞斌(拼音)点卡母或百度一下姚瑞斌。 转载时请保留此 版权信息。)

  ②关键词分组

  在这说的关键词分组不是我们之前所说的做竞价前期需要寻找核心词、拓展关键词之后的步骤,而是对我们账户内关键词在广告投放一段时间后下载并分组,在分组 的时候我们是根据上面我们提到的那些关键性指标来分组,同时我们会有可以按照以下的思路进行关键词分组,根据高投入、低投入、无投入和高转化、低转化、无 转化组合来进行分组。

  ③关键词调整

  关键词调整主要是暂停,价格,匹配方式,创意,着陆页或其他(推广地域,时长)必要的时候可以对关键词删除。

  我们根据企业做的产品/服务,制定相应的周期进行关键词的同比数据分析并做出相应的调整。还有就是做关键词优化的时候应该做遵循“二八法则”,对整个账户起到关键性的20%关键词进行重点监测与优化。

  我们已经很清晰的知道了“投入—转化”模式的操作过程,那么这个模式的优点有哪些,我们具体来说下。

  ①可控性

  我们对账户内的关键词进行了分组,如果我们企业的产品/服务存在淡旺季,那么我们只要根据转化量因素和转化成本进行相应的调整。

  ②精准性

  我们的关键词数据来源于强大的百度统计工具,就可以精准的把握每个关键词的表现并做出相应的调整,做到以效果为导向,精确控制每个关键词投资回报。

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