In Baidu PPC advertising, a well-executed operational workflow can determine whether it can achieve the highest return on investment in promotion. In this article, we will delve into the key techniques of Baidu PPC keyword selection.
I. Techniques for Baidu PPC Keyword Selection
Relevance to Product Characteristics or Industry: When selecting keywords, it’s crucial to consider the relevance to your products, industry, or services. Some users may hastily choose keywords without careful consideration. For instance, using the company or website name as keywords might not be the most scientific approach. Users searching for your company name directly are minimal. Instead, opt for keywords closely related to your products, increasing the chances of attracting potential customers.
Suppose your business specializes in selling outdoor adventure gear. In this case, effective keyword choices would include terms like “camping gear, hiking equipment, outdoor clothing, backpacks, tents, sleeping bags, outdoor adventure accessories, buy outdoor gear,” and so forth. These keywords directly align with your product offerings, making it more likely that users searching with these terms are interested in making a purchase. On the other hand, if you were to choose keywords like “outdoor gear reviews, adventure travel tips, outdoor gear maintenance,” users searching with these terms may not have a strong intention to buy. They could be looking for information or reviews rather than actively seeking to make a purchase. In such cases, using these keywords might lead to unnecessary ad clicks without a corresponding increase in actual sales, potentially resulting in a less efficient use of your advertising budget.
Consideration from the User’s Perspective: Keyword selection should align with the common search habits of users. Avoid overly popular or unfamiliar keywords. Think about what terms users frequently search for in your industry. Additionally, consider the budget for popular keywords; choosing moderately priced, commonly used keywords may result in more clicks and better overall performance.
Analyzing Competitors’ Keywords and Competition Levels: After selecting keywords, analyze your competitors’ choices. Understand why they selected certain keywords. If a competitor has a keyword you don’t, evaluate whether it’s relevant for your campaign. Similarly, analyze if the keywords you’ve chosen are reasonable and why your competitors might have overlooked them.
Regularly Monitor Keyword Metrics and Adjust Bids: After setting up keywords, regularly check Baidu’s keyword index to see if search volumes have changed. Understand the fluctuations in keyword popularity, the competition level, and any changes in bid prices. Adjust your bids accordingly to minimize costs and optimize your return on investment.
II. Keyword Matching Types
Baidu PPC offers four matching types for keywords, each with its advantages and disadvantages. It’s recommended to use a flexible combination of these matching types for optimal results:
- Exact Match: Exact match ensures that your ad appears when users search for the exact keyword you’ve specified. It provides targeted clicks with high conversion rates but may limit your ad’s exposure.
- Phrase Match: Phrase match displays your ad when user queries include the exact phrase you’ve set, allowing for more flexibility than exact match. It strikes a balance between targeted and broad exposure.
- Intelligent Match: Intelligent match is the default setting, displaying your ad for queries that include your keyword or its variations. It provides broad exposure but may lead to less targeted clicks.
- Negative Match: Negative match prevents your ad from showing when certain keywords are included in a user’s query. It helps filter out irrelevant clicks, reducing costs and improving the quality of traffic.
In conclusion, keyword selection is a critical aspect of Baidu PPC advertising. By following these techniques and understanding the various matching types, advertisers can enhance their campaigns, reaching the right audience and maximizing the return on investment. Don’t hesitate to reach out to us for more Baidu PPC tactics.