How to do a good job in bidding promotion 5, how to do a good job in bidding promotion

How bidding analyzes competitors' bidding positions and bids

Everyone knows that bidding is mainly through payment to get rankings in search engines. How much to pay and whether the ranking is high has a lot to do with competitors, so the analysis of competitors will become particularly important. So how to analyze the ranking of competitors, the approximate budget of your competitors, and the bids?

As a bid, the keyword ranking you have to do, as well as your daily bidding budget, each unit, each plan's consumption, you must have a bottom in your heart, the principle of this article is to guess the keyword situation of competitors through your own bidding keywords.

Keyword screening in bidding is particularly important, in the bidding, keywords with high conversions are the ranking to be fought for in every bidding, and good words may bring several appointments a day. Even a word does not hesitate to spend hundreds of dollars a click to compete for rankings. Here I take the ** hospital in Fuzhou as an example and select a batch of keywords as an example.

2. Use the analysis cow to query the coverage of competitors.

In the analysis cow, add the information of the competitors you want to query, as well as the conditions, and then put the prepared keywords into the query, you can get the proportion of each competitor ranking in these keywords. This is shown in the figure below. With these ratios, you can roughly guess the other party's approximate spending on bidding, the approximate ranking, which competitors are more fierce and need to be taken care of, and which competitors are weaker and can be ignored.

Judge competitors based on their own consumption).

<>3. Export the specific numerical situation of data analysis.

With the exported values, we can see the ranking breakdown of specific competitors, as shown in the figure below.

Through these data, we can do a pivot, click insert in excel, pivot, nouns as rows, rules as columns, keywords as sums, as shown in the figure below.

<> the results are presented in this way, the number of positions on the left of all your competitors, and how many they rank, will be clear at a glance. With these results, you can roughly extrapolate what your competitors are spending based on how much you're spending per day for each position.

If you find that your competitors have some words that have been in place for a long time.

In the first and second positions, you can go to get a few more accounts, especially for the high-ranking words of competitors, operate, and desperately go up to the top to reach a peak of his first place, because the bid for the first place is closely related to the second place, and when your second place is high enough, it can make the competitor spend a lot of money, so that his account can be offline as soon as possible.

I have diagnosed many accounts, and after a month or even more to promote, the ** division is not clear about the consumption of his account, the proportion of products put on, and the conversion. In fact, the analysis of various data of the account is the soul of account optimization. Therefore, we need to constantly adjust the price and optimize the creative according to the recent data, as well as adjust the matching mode of the keyword.

Analyzing yesterday's search term report, this step is also often forgotten by many ** teachers. There are generally three matching patterns for keywords in our account: broad match, phrase match, and exact match; And phrase matching is now divided into three types:

Core Inclusion, Synonymous Inclusion, Exact Inclusion. A broader matching model will inevitably bring some inaccurate traffic, and if you don't deal with it for a long time, you will waste a lot of advertising dollars. In addition, the search habits of visitors in some industries change very quickly, and adding relevant keywords according to the search term report is very helpful for the optimization of the entire account.