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石家庄百度推广培训班:百度竞价推广如何让你的账户利益最大化?

发布时间:2018-11-06 08:52:22

  RUHENENGGOUCHENGWEIHEGEDESEMYOUHUASHI?BAIDUJINGJIATUIGUANGXINZHANGHURUHEYOUHUABIJIAOHAO?RUHENENGZAIFENZADESHUJUZHONGZHAODAOYOUHUAMUBIAO?RUHENENGBANGZHUZHUANHUASHUJUCHIXUTISHENG?LEJIESEMYOUHUADE3GEYAODIANJIUNENGRANGYOUHUAGUOCHENGJIANDANBIANJIE,YOUHUAMUBIAOQINGXIKESHIXIAN。

  HENDUOGANGJIECHUSEMDEPENGYOU,DUIYUSEMDOUYOUYIXIEMIMANGHEBUJIE。TONGSHIRENWEISEMYOUHUASHIYIGEXUWUPIAOMIAODESHIQING。JINTIANSHIBUFANGCAOYINGXIAOXUEYUANJIUJIANDANDEHEDAJIAFENXIANGYIXIAZIJIDEXINDETIYAN,XIWANGKEYIBANGDAODAJIA。

  01 百度竞价账户的三个要素

  百度推广竞价账户的信息机构包括“关键词、创意、着陆页”这三个要素。

河内快5   1、“GUANJIANCI”JIUSHINENGJIWANGZHANDAILAIYONGHULIULIANG,QIANZAIKEHUDEGONGJU,WOMENSHOUJIDAODEGUANJIANCIJINKENENGDEHANGAISOUSUOZHE。

河内快5   JIANLIXINZHANGHUJIEGOUDEDIYIBUGUANJIANCITUOZHAN、SHAIXUAN、FENCI。GENJUCHANPIN、FUWUHUAFENZHONGLEI,ZAIJUTIDAOXIANGGUANLEIBIEXIFENXIAQU。

河内快5   TUOZHANGUANJIANCIWOMENKEYIJIEZHUYIXIEGONGJU,RU“BAIDUTUIGUANGZHANGHUNEIDEGUANJIANCITUIJIANGONGJU、GUGEGUANJIANCIFENXIGONGJU、SHANGWUTONG、ZHANZHANGTONGJI…”HUOZHEYONGExcelJILUXIALAI。

河内快5   ZAIDUIGUANJIANCIJINXINGSHAIXUAN,RU“CONGSHIYINGYUPEIXUNXINGYE,TONGGUO‘YINGYU’YICITUOZHANHUIYANSHENGCHU‘YINGYUPEIXUN,YINGYUZHAOPIN’HOUZHEYUYEWUBUXIANGGUAN,JIUYINGGAISHEQU。”ZUIHOUDEFENCISHIWEILEXIAYIBUXIECHUANGYIZUOZHUNBEI,WEIRAOGUANJIANCIDECIXINGJINXINGFENZU;RU“YINGYUPEIXUNJIGOU,YINGYUPEIXUNBAN,YINGYUPEIXUNXUEXIAO”“HANGZHOUYINGYUPEIXUNDEFEIYONG,HANGZHOUYINGYUPEIXUNDEJIAGE”。

  2、“创意”一个能有效提升关键词质量的工具,也是吸引搜索者眼球形成点击的工具河内快5,有前者才能有效发挥后者的作用,同样两者都是为了能为网站带去流量。

  CHUANGYIDEZHUANXIEJIBENYUANZESHIBAOZHENGYUJUTONGSHUN,JIANMINGJINGLIAN,HANGAITONGPEIFU。GAOZHILIANGDECHUANGYIJIKEYITIGAOGUANJIANCI、SOUSUOCIYUCHUANGYISANZHEZHIJIANDEXIANGGUANXING,TONGSHIYENENGTISHENGGUANJIANCI、TUIGUANGDANYUANJIZHANGHUZHENGTIJIEGOUDEZHILIANGDU。YENENGXIYINGENGDUOSOUSUOZHEYANQIU,TIGAODIANJILVHEDIANJILIANG。

河内快5   GAOZHILIANGCHUANGYIZHUANXIEYIDINGYAOWEIRAOLIANGGEZHONGDIANLAIKAIZHAN,DIYIDIAN:WEIRAOMEIGETUIGUANGDANYUANNEIZHUGUANJIANCIJINXINGCHUANGYIZHUANXIE,ZHAOZHUNZHONGXINCIZHUANXIECHUANGYINENGHUODEGENGDUOPIAOHONGJIHUI(ZAIFENCISHIYIDIANYAOZHUYIDAOZHEIYIDIAN,FOUZEZAIHOUMIANCHUANGYIZHUANXIESHIHUISHOUDAOYINGXIANG)。

  第二点:在创意中合理插入通配符,关键词与创意结合增加两者之间的相关性,也是为了获取更多飘红机会吸引搜索者,增加点击率。

河内快5   3、“ZHELUYE”SHIWEILEJIEDASOUSUOZHEWENTI、TIGONGXUQIUDE,TONGGUOWANGZHANRANGGENGDUODEQIANZAIKEHUZHUANHUANCHENGWANGZHANKEHUDEZHONGYAOGUOCHENG。

  ZHELUYEMIANYEJIUSHISOUSUOZHEDIANJITUIGUANGJIEGUOHOUJINRUDEDIYIGEYEMIAN,DANGRANZHEIGEYEMIANYIDINGDEYUGUANJIANCIXIANGGUANLIAN。GUANJIANCIYUZHELUYEDEXIANGGUANXINGYEYINGXIANGZHEGUANJIANCIHEZHANGHUDEZHILIANGDU,DANGRANYEZHIJIEYINGXIANGZHEZHUANHUANLV。ZHELUYEDEZHONGYAOXINGZAIWENZHANGKAITOUYEZUOLECHANSHU,ZHEILIJIUBUZAIZUOZHONGFUCHANSHULE。

河内快5   ZONGJIE:ZHEISANGEYAOSU,SANGEGUOCHENG,BUNENGSHUONEIGEYAOSUZUIZHONGYAO,YEBUNENGSHUONEIGEYAOSUZUIBUZHONGYAO。TAMENSANZHEZHIJIANSHIXIANGHUXIANGCHENGDEZUOYONG,YOULEQIANZHEZUOPUDIANHOUZHEJIUYOUGENGDADEKONGJIANFAHUI,FANZHIHOUZHEBUQIANGQIANZHEZUOZAIDADENULIYESHIWANGRAN。

  02 SEM优化应该注意的三个方面

  一、选取优化对象的原则——差异越大越好

河内快5   ZAIJIEDAOYIGEDAZHANGHUSHI,WANGWANGZHEIGEZHANGHUYIJINGTOUFANGLEYIDUANSHIJIAN,TONGSHIZHANGHUZHONGBAOHANGELEIGUANJIANCI,ERWOMENDAODIYINGGAICONGNAXIEFANGXIANGRUSHOUYOUHUANI?

  SHOUXIANWOMENXUYAOJINXINGBIBUKESHAODESHUJUFENXI,FENXICHUDEYOUHUADUIXIANGYAOZUNXUNSHANGSHUYUANZE,CHAYIYUEDAYUEHAO。LIRU:FEIYONGZHANBIZUIDADEGUANJIANCI,CHENGBENZUIDIDEGUANJIANCI;DIANJILIANGZUISHAODEGUANJIANCI,DIANJILVZUIHAODEGUANJIANCIDENGDENG。

  ZHEIYANGRUSHOUZUIDADEHAOCHUSHIDUIZHANGHUYIWANGDEQINGKUANGKEYIZUODAOYIMULERAN,TONGSHI,YIWANGDEYOUSHIKEYIKUAISUDEDAOJIEJIAN,ERLIESHIKEYIXUNSUMIBU。XIAMIANJUYIGELIZI:

  下面这个账户的优化对象如何选择?

  ①PINPAICIJIUSHIMOUYIPINPAIDEZHUANYOUCI,BIRUJINGDONG、TAOBAO、OULAIYADENG;

河内快5   ②MOUYIXINGYELEIBIEDECI,CHENGWEITONGYONGCI;BIRUNVZHUANG、FUSHI、KUZIDENG。

  ③GENJUDIYUHUAFENDEGUANJIANCI,BIRUBEIJING、GUANGZHOU、SHANGHAIDENG;

  ④GUANGFANCISHIZHENDUIGUANGFANPIPEIERYANDE,BIRUNINYOUGEGUANJIANCISHIYINGYU,RUGUOSHIYONGGUANGFANPIPEI,YINGYUPEIXUN、PEIXUNYINGYUDENGJIUSHIGUANGFANCI。

河内快5   WEISHENMEXIANCONGDIYULEIGUANJIANCIRUSHOUJINXINGYOUHUA?

  ①DIYUCIZHUANHUASHUZHANBIZUISHAO(TISHENGKONGJIANJIAODA);

  ②DIYUCICHENGBENZUIYOU(ZHIQIANDETOUFANGFANGSHIKEYIJIEJIAN);

  得出的结论是:优化地域词是提升转化数和降低整体成本的便捷方式。

  二、优化过程越单一越好

  在优化过程中你是否遇到过下面的问题

  TONGCHANGWOMENZAIFENXISHUJUHOUDOUHUIDEDAOHENDUOXUYAOGAIJINDEFANGXIANG,JIUXIANGSHANGMIANSUOSHUO:TISHENGCTR(Click Through Rate,WANGZHANDIANJILV)、ZENGJIADIANJILIANG、KUOCHONGGUANJIANCIDENGDENG。

  DABUFENDETONGXUEHUIFENJIGEFANGMIAN,RANHOUTONGSHIJINXING;YOUHUAHOUSHUJULVEYOUTISHENGHOU,TAMENRENGRANSHIYONGXIANGTONGDEFANGSHIJIXUXIAQU;ZUIHOUQISHIBUMINGBAIDAODISHINAXIANGCAOZUOBANGZHUXIAOGUOTISHENG,YIHOUYUDAOTONGYANGDEWENTIHAISHIHUIDUOFANGCHANGSHIXIAQU。ZHEIYANGJIHAOSHIJIANYOUDEBUDAOYOUXIAODEYOUHUAJINGYAN。

河内快5   JIANYIDAJIAMEICIDEYOUHUADONGZUOZUIHAOSHIDANYIQIERONGYICAOZUODE,RANHOUDUICAOZUOWANCHENGHOUDESHUJUJINXINGXIANGXIFENXI,LEJIEZHEIGEYOUHUADONGZUOZUIZHONGJIEGUODETONGSHIBAOLIUWEIYIHOUDEJINGYAN。

  三、SEM优化需要“创新”,但并不是“创造”

  SEMYOUHUASHIYIGEJINGYANHESIKAOBINGXINGDEGUOCHENG,ZAIYOUHUAJINXINGSHIWOMENTONGCHANGXUYAOJIEZHUYIXIAXINXI:SHEJIDEXINGYEZHISHI、SHUJUFENXIJIEGUO、WANGZHANJIANCESHUJU、LEJIEXINGYEXIANZHUANG、QIYEGUIMOPINGGU。

  YOULESHANGSHUXINXIZUOWEIBAOZHANGDEQINGKUANGXIA,YOUHUASHIKEYIKAIFANGSILULIYONGGEZHONGXINXIXINDEZUHEFANGSHICHUANGXINYOUHUASILU。XIAMIANJUYIGESHILIBANGZHUDAJIALIJIE:

  某客户通用词成本过高,要求尽量降低成本;同时该客户在本行业有一定的行业地位所以要求行业重点通用词均停留在一定的位置(前三位),碰到该种例子一般的优化师均会束手无策。而通过对客户的了解可以进行如下优化:

  ①TONGYONGCIFENDIYUJIANLIBUTONGJIHUA;

  ②ZHUYAOSHENGSHI(BEISHANGGUANG)JIANGDICPC(Cost Per Click,WANGLUOGUANGGAOMEICIDIANJIDEFEIYONG);

  ③ERJISHENGSHIBAOZHENGPINGJUNPAIMING<1.5。

  ④ ERJISHENGSHITONGYONGCIKAITONGGUANGFANPIPEIMOSHI,TONGSHIGUANGFANPIPEIDECHUJIASHIJINGQUEPIPEICHUJIADE70%。

  我们是如何得到新的优化方式的呢?思路大致可以总结为以下两点:

  1. 所遇到的挑战

  ZHUYAOCHENGSHIKEHUZHONGDUO,RUGUOJIANGDICPC(Cost Per Click,WANGLUOGUANGGAOMEICIDIANJIDEFEIYONG)YOUHUACHENGBEN,ZONGZHUCESHUBIRANXIAJIANG。ZANTINGCHENGBENGAODETONGYONGCIBUNENGMANZUKEHUTONGYONGCIZAIXIANDEYAOQIU,TOURUCHANCHUBUCHENGBILITONGYONGCIBIXUBAOLIU。

  2. 所得到的机会

  ERJICHENGSHIJINGZHENGXIANGDUIHUANHEKEYIZHANYOUJIAOGAOPAIMING,ERXIANCHENGSHITONGYONGCIKEYIKUOLIANG,CHENGBENJIAODI,ERXIANCHENGSHIXINZENGCIDAILAIDEZHUCEKEYIMANZUYIXIANCHENGSHIDEKUIKONG。

  ZONGJIESHANGSHULIZI,JIYOUHUASHIJIEHEKEHUBENSHENDESHICHANGDINGWEI,TONGSHIDUIXINGYEZAIERXIANCHENGSHIJINGZHENGJIAOWEIHUANHEDEQINGKUANGYOULECHONGFENDELEJIEHOU,JIUDEDAOLEZHEIGEXINDETONGYONGCIYOUHUAFANGFA。


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