How to quickly and effectively improve the quality of keywords in online marketing?

In previous articles, we discussed how to extract and select keywords for search engines (seo) and search engine marketing (sem). This article studies how to quickly and effectively improve the quality of online promotion keywords. First, the definition of quality is briefly introduced.

1. What is quality

The degree of quality mainly reflects the degree of recognition of the keywords in Baidu promotion by netizens and the creativity of the keywords participating in Baidu promotion. Influencing factors include keyword click-through rates, creative writing quality (relevance between keywords and ideas), account performance (account validity time, click-through rates of other keywords in the account), etc. Hate in the form of quality levels. Three stars represent the gradient, three stars represent excellent, one star represents poor, and two stars represent the initial value, which means good.

Keyword quality was launched by Baidu in 2009. Previously, it was just a simple bidding model for keywords. Now, the quality of the keyword has changed from 3 stars to 10.5 stars. The new quality level is just a change in form, there is no actual drop in quality level. Moreover, the new quality score can more intuitively see the size of the promotion space.

Keywords with quality above 2 points can be displayed with the left hand. The higher the keyword quality score, the smaller the optimization space and the greater the difficulty of optimization.

Second, what are the benefits of high quality?

Simply put, by optimizing the quality of keywords, especially improving the correlation between keywords and creativity, you can reduce display prices and click costs.

For advertisers: lower click prices can be used to obtain better rankings, thereby reducing overall promotion costs and increasing conversion rates. At the same time, as the quality increases, the advertisement may jump left, increasing the click-through rate.

For search users: The more interested the search users are, the more clicks they have, the better the access experience and the higher the quality; it helps to improve the user experience.

3. Three main factors affecting keyword quality:

1. Baidu promotion account:

The account structure is reasonable: the overall structure of the account is clear, and the meaning and part of speech of each keyword in the unit are the same. Also, use wildcard matching. When replaced with wildcards, the original meaning remains unchanged and the sentence flows smoothly.

Account historical performance: Account performance includes the effective time of the account, the click-through rate of keywords in the account, etc. Click-through rate is the most important factor affecting account quality. Click-through rate = click volume/display volume, which measures netizens’ recognition of creativity.

2. Creative writing:

The degree of matching between creative content and keywords is simply whether the keywords are smoothly integrated into the creativity; creative writing has a certain appeal to attract netizens to click.

3. Website quality:

Relevance of website landing page and keywords: refers to the correlation between the content of the URL link page promoted by Baidu and the keywords.

The opening speed of the website and the stability of the space server also indirectly affect the speed of bounce promotion, which in turn affects the historical performance of keywords. Website user experience includes the UE design of the website, etc. Its influencing factors include the number of website visits, browsing depth, dwell time and other factors.

Through the analysis and understanding of the definition of quality level, the quality level can be optimized from the following aspects:

Ranking directly affects the click-through rate of promotional results. Promotion results with high rankings on the left are more likely to attract netizens to click, so optimizing rankings can significantly improve quality. As we all know, ranking is a multiplication of quality, so when the quality is low, we should appropriately increase the keyword bid to obtain better ranking, thereby achieving the purpose of improving quality.

This requires creative writing based on the content of the target page. The strengths and highlights of your creative should be found on your landing page. When netizens are attracted by creative highlights but cannot find corresponding content, most people will close the web page. A high bounce rate for the target page will affect the performance of the page quality.

At this point, I think Baidu Medical Tender’s landing page is poorly designed. Yes, medical advertising is expensive. But in order to retain customers, the *** window is really annoying. There are flashing fonts next to it. These web designs may have been okay in years past, but now that netizens are smarter, doing so will just turn people off! Planning, real consultation is what we want! If needed, you can find our data from Guangzhou Jiutao University.

Creativity is the key to clicks for netizens. Therefore, optimizing creativity and obtaining high click-through rates are effective ways to optimize quality. Here we mainly start from four aspects:

Appropriately making creative ideas red can effectively attract netizens to click, increase the click-through rate, and obtain better quality. There are two types of float red: wildcard float red and overlay float red (also called "field float red"). The most familiar wildcard character we are most familiar with is red, which makes the display results more eye-catching, visually attracts attention, increases the click-through rate, and thus improves quality; overlaying red mainly uses search terms to superimpose part of the red color in the same field, and of course geog. Like you know, red font is enough.

Here I would like to mention a few things to pay attention to. Try to use an appropriate red color for better effect. The more wildcards the better, usually within three suggestions. The second is that the title must be red, even if the description is not red. In this fast-paced information society, everyone is a clickbait (note: every time I'm writing an article and I think the title is very racking, thinking about how to suck the title. Interesting without being pretentious. Third, the longest keyword in the wildcard unit is a good choice to avoid triggering the introduction of too long keywords, causing unreasonable truncation.

Creative smoothness is the basis for ensuring the reading experience of netizens. There are two main reasons for the inconvenience of creation. One is the misuse of wildcards, which causes inconvenient word order. The second is the unreasonable structure of the account unit. Placing keywords with different meanings in the same unit will inevitably bring about some expansion results and inconvenience. A reasonable account structure, combined with the above wildcard insertion technology, can ensure smooth creativity, obtain more clicks, and improve quality.

Creative relevance refers to the correlation between the intention of creative presentation and the intention of search terms. The higher the relevance, the higher the click-through rate and the better the quality of creative display. The meaning of the same unit keyword is basically the same. For example, if it involves price issues, it can highlight some advantages, such as "cost-effectiveness", "pursuing high quality" and "online query".

As Baidu’s promotion product upgrades accelerate, Baidu’s display style becomes more and more dazzling, and sometimes I don’t know which one to use better. Baidu's bidding promotion styles currently mainly include basic styles, additional styles, and flash cast styles. The more complicated one may be the flash cast style. This style is the fastest updated by Baidu. In the choice of style, there are no different industries. You can try to make your style richer instead of single. Later, delete based on popular ideas (click-through rate).

As for style, I need to add that different basic styles can also be presented by different numbers of creative titles and descriptive fields, such as trapezoid, square, inverted trapezoid, arrow cone, etc.

4. Summary

This article reveals the secret of keyword quality from three aspects: keyword definition, influencing factors and optimization methods. I believe that through this article, people’s confused thinking should be opened. Quality optimization is a trial-and-error process that requires ongoing attention to performance and what works for different customers. Quality optimization is a science that requires continuous accumulation of relevant experience at work before we can better improve and optimize.