百度推广:关键词如何出价?

百度竞价推广技巧

百度竞价推广技巧

关键词:根据品牌、产品、服务等以定位潜在客户的字词.

关键词价格主要分5个维护步骤:基础出价→提升出价幅度→稳定出价→控制价格虚高→查排名的判断标准。

在对关键词出价进行调整的时候,其实跟关键词的匹配模式是关联操作的,关键词质量度也需要衡量。

A.基础出价阶段

由于现在各个行业的竞价竞争都比较激烈,特别是现在百度有5个排位,所以新做账户或者新上关键词,基础出价设置为2.35-3.35,都不会造成太大浪费。

对应的匹配模式,如果拿捏不准的话,4个字及以下的用短语精确包含或者精确,5-6个字的短语核心或同义,7个字及以上的广泛。如果是全新的账户刚上线,可以在前两天,全部设置广泛,后续按照关键词的消费转化情况,重新调整匹配方式。

B.出价调整幅度

当关键词展现或者点击率偏低时,我们就会来提价。这里大家每次的提价幅度最好为出价的10%左右,比如关键词价格为10快,那么可以提升为11看看效果。

一般这样的提升幅度不会造成太多的浪费。一般提价,可以将多个关键词进行集体提升价格,这样会比将少量关键词大幅度提升价格效果要好,而且可控。

C.稳定出价阶段

严格意义来说,竞价账户的关键词出价没有稳定一说,只是很多时候由于预算限制,我们无法将价格无限提升,所以一般都会有个上限。

如果竞价账户的展现点击正常,而且每天的咨询转化效果还不错,那么就需要维持现有的出价。

这里很多新手朋友有个误区,每天都会对账户进行价格上的调整,特别是有时账户转化不佳,迫于领导的压力,就会提升出价,以希望提升排位。

一般这类调整效果不会太好,而且很容易造成点击均价虚高。我这边遇到这类的情况,首选都会考虑调整部分关键词的匹配,而非提升关键词价格。基本上如果账户比较稳定之后,调整上词方向和匹配是首选,这样可以在点击均价一定的情况下,争取到更多的流量。

D.控制关键词出价虚高

这里给大家一个数据的参考,可以到百度推广的后台下载关键词报表,里面有个一个关键词点击均价和关键词平均排位。

关键词出价如果比点击均价高很多,说明关键词价格可能就有虚高的成分,注意区分计算机和移动端的出价比例系数,也对均价直接影响.

由于现在百度竞价的扣费机制,实际点击价格总会接近于出价,所以大家的关键词出价在保证平均排名的基础上出价越低越能控制账户的转化成本。

E.查排名的判断标准

同时,现在排位都会有自然的浮动,推广实况的排位,一般也比实际的排位要好一些。

最好大家是可以通过关键词报表的平均排名及整个的展现和点击率来判断是否需要提升出价。

百度竞价推广技巧

百度竞价推广技巧

如果账户展现量还可以但是平均排名偏低(低于2),而且点击率也不高。那么就需要先看看搜索词里面这个关键词的匹配效果,如果匹配进来的流量还可以,说明匹配是没有问题的,则可以考虑提升关键词价格。

上述的总结都是个人的观点,每个行业要根据实际情况来定。

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