Four-dimensional quadrant method to analyze Baidu bidding keywords

We organize all the keywords in the account and classify them into four categories based on conversion and consumption. Analyze the problems of each type of keywords according to the four-dimensional quadrant method and find solutions. When working, check which category the keywords belong to and use the corresponding methods to "prescribe the right medicine".

The four-dimensional quadrant is the same analysis method as introduced in the previous article "It is difficult to improve bidding results".

The four categories of keywords are as follows:

1. High conversion and high consumption.

2. Low conversion, high consumption.

3. Low conversion and low consumption.

4. High conversion, low consumption.

1. High conversion, high consumption

The keywords of "high conversion, high consumption" need to be paid special attention to. These keywords are generally product words and exist in a relatively high proportion in the account. These keywords are more expensive, but they do bring about certain conversions and ultimately make money. For this type of keywords, we can optimize them in the following ways:

(1) Check whether the ranking is too high. If so, you can lower the ranking appropriately. (Demotion)

(2) Optimize keyword quality and reduce keyword consumption costs. (Optimize quality)

(3) Change to a more accurate matching mode. (Exact match)

(4) Pay attention to the search term report and add negative keywords. (Add No)

(5) Check the quality of the landing page to improve the website opening speed and web page attractiveness. (Landing Page Check)

2. Low conversion, high consumption

The keywords of "low conversion, high consumption" need to be optimized. Most of these keywords are product words with fierce competition, which gives SEMers a headache. They continuously consume budgets, but the conversions they bring are not proportional. For this type of keywords, we can adjust them in the following ways:

(1) First, adjust the bid, lower the keyword ranking, and stop wasting ineffective budget. (Decrease ranking)

(2) Check the search term report to see if the matching method is accurate, narrow the matching range, and add negative keywords. (Accuracy and fill-in/fill-out)

(3) Optimize website quality and improve web page relevance. (Improve the relevance of web pages)

(4) Improve the capabilities of customer service and sales staff. (Improve sales ability)

(5) If all the above methods fail, suspend or delete such keywords and replace them with more business-specific keywords. (delete)

3. Low conversion, low consumption

The method to optimize the keywords of “low conversion, low consumption” is “large-volume testing”.

This type of keyword does not have a big impact on the promotion budget. Although there is no conversion, no money is spent and it is not very popular among SEMers. The so-called large-scale test is to provide such keywords with the "opportunity" to consume, and then check the subsequent promotion effect. If the promotion effect is good, then such words can be promoted as the focus.

(1) Adjust keyword bids to improve rankings and gain better display positions. (improve ranking)

(2) Optimize promotional ideas to attract netizens to click. (Optimize creative ideas and increase click-through rate)

4. High conversion, low consumption

The key words of "high conversion, low consumption" are what we support at Yingdian.

Every company hopes to have as many such keywords as possible in its account, but contrary to expectations, most of these keywords are corporate brand words, and even if they are product words, they only account for a minority. For this type of keywords, more support is needed, as follows:

(1) Check the keyword ranking. If the ranking is poor, increase the keyword bid. (Check the ranking and increase the bid appropriately)

(2) Ensure the promotion duration and budget for this type of keywords. (Package the promotion duration and budget for this word)

(3) Add keywords of the same type and discover more valuable keywords. (excuse, add similar words)