In fact, controlling traffic is not a profound knowledge, but two directions: more or less? Yes or no? With the direction, we will know which part of the traffic should be attracted and which part is useless to us, and then make the budget layout accordingly. (Zhao Yang bidding training tells you) What should I do?

Control flow according to demand

In Baidu bidding, we control the presentation of keywords through bidding, and keywords represent users' search needs.

For example.

Search term: how much is the training of certified public accountants;

User demand: represents the concern for user price.

Search term: Does CPA make money?

User demand: represents the user's concern for the future.

So we should be clear when putting keywords:

What words do I need to show?

What words should I show?

That is, put keywords according to the needs of users. Usually, we can divide the user's intention demand into three stages: high school and low school:

(1) has low intention and large search volume.

(2) Intention and search volume

(3) High intention and small search volume.

The so-called bidding is to spend money to buy better traffic, so when we allocate the budget, we must make progress according to the strength of demand.

The core of bidding promotion is to control traffic, which represents different audiences, so bidding is also a process of buying demand. Then when we allocate the budget, we must be clear:

Sometimes controlling traffic structure is more important than controlling keywords.

Control the flow according to the bid

Bidding, bidding, that is, the highest bidder wins. Regardless of quality, the higher the bid, the higher the ranking. It can be said that keyword bidding is an important means to control traffic. In the case of the same click price, raise the price of words with high intentional demand to get more clicks; Reduce the price of words with low intention demand to control clicks.

Control traffic according to creativity

Creativity is not only attracting users to click, but more importantly, "controlling traffic". Why is our cost higher than others, but the transformation is not as good as him? Sometimes it's because our garbage flow is too large.

So how do you control traffic through creativity?

Above, we talked about using user demand for budget allocation. Similarly, creativity is written according to the needs of users and can also be used for traffic control.

Low intentional demand

This kind of words is relatively extensive and belongs to the ideas that most users will have. For example, the search term "animation design" will make it possible for most users to search for "animation design prospect". Therefore, for such users, we have to evade and restrict their clicks.

Intentional demand

This kind of user's intention is biased. Take the above animation design as an example, they have the idea of signing up, but they are hesitant because of some resistance, so we can mainly highlight our creative advantages.

Intentional demand

This kind of demand has the highest user intention, and it can be said that the probability of conversion after clicking is as high as 99%, so it can mainly highlight the authority when writing ideas and increase the trust of visitors.