The keyword matching method has been upgraded, and the exact matching premium function is turned on, which has more accurate traffic. In order to help merchants solve the problems of inaccurate keyword traffic, uncontrollable traffic and low click-through rate encountered when using Duoduo Search, Duoduo Search has newly launched the [Keyword Exact Match Premium] function. Through the exact matching premium function, it can help merchants further improve their ability to control the precise traffic of keywords and realize refined operation of traffic.
1. Product introduction
[Exact match premium] refers to the user's search term is exactly the same (or synonymous) as the keyword you set, the search traffic is premiumized to improve the competitiveness of this part of the traffic. Generally speaking, accurately matching the click-through rate of traffic leads to better conversion rate performance. Setting an exact match premium can help increase the click-through rate and conversion rate of keywords and units, increase product weight, and improve promotion effectiveness.
2. Introduction to operation
1. Data report viewing
When you perform an exact match premium for a keyword, the "exact" tag will be displayed in the keyword list, and the "all traffic" and "exact matching traffic" data can be displayed after the keyword, you can intuitively feel the change in the precise traffic brought by the "exact match premium" function, and help you improve the control of keyword traffic.
2. Operation entrance
(1) When adding new keywords, you can directly set the "exact match premium" ratio directly at the bottom of the page, and the current premium ratio range is 10%-50%.
(2) If you need to "exact match premium" for an existing single keyword, you can click the button in the bid column and set it at the bottom of the pop-up window.
(3) If you need to perform batch operations for multiple keywords, you can first check the keywords you need to operate and click the "Exact Match Premium" button above to perform batch operations on the selected keywords.
(4) When creating a new unit, select the keywords to be added in the "Keywords and People" module, and click "Batch Edit Bid" to set the exact matching premium ratio in the pop-up window.
3. Guidance on delivery recommendations
1. Suggestions for initial delivery operations:
(1) It is recommended to enable the exact matching premium for all units and all keywords, and the initial premium ratio can be set at about 15%-20%, and the basic bid and premium ratio of keywords can be gradually adjusted according to the delivery performance.
(2) It is not recommended to lower the basic bid of keywords, which may affect the competitiveness of a wide range of traffic, resulting in a decrease in the overall traffic of the unit.
(3) It is not recommended to set too high an accurate matching premium ratio, which may lead to too high overall flow costs and affect the production ratio.
2. Suggestions for later optimization and adjustment:
(1) Observe the overall performance of keywords and accurately match traffic performance; It is recommended to focus on the metrics: impressions, click-through rate, ROI.
(2) For keywords with better overall performance of keywords, increase the base bid to obtain more high-quality traffic.
(3) For keywords with poor overall performance and good exact match traffic performance, appropriately increase the exact match premium ratio to obtain more accurate match traffic.
(4) For keywords that are not performing well as a whole and exact matching, you can appropriately lower the base bid, or delete the keywords.
Note: The above adjustment suggestions are for reference only, and merchants can adjust according to the actual situation of their promotion unit.
4. Frequently Asked Questions
1. What is the difference between exact keyword matching and the previous matching method?
After the keyword matching method is upgraded, when the keywords searched by users are exactly the same (or synonymous) as the keywords you set, the unit that enables the exact matching premium function will have a better ranking in this part of the accurate traffic;
2. How to use the exact matching function?
When you turn on and set the exact match premium for a keyword, the exact match function is enabled, if the keyword premium is not turned on or set to 0%, it means that the exact match function is not enabled.
3. How to get more accurate traffic?
After the exact match premium is enabled, the keyword bidding method will be upgraded, and the system will prioritize the allocation of high-quality traffic with high accuracy, which is conducive to the improvement of your click-through rate and production ratio; If you want to get more high-quality traffic, on the basis of ensuring that the keyword base bid is reasonable, you can choose to appropriately increase the premium ratio of keywords to enhance the competitiveness of high-quality traffic.
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