We’ve mentioned that local tools for SEO and other marketing approaches are very important for tracking performance of your website for Chinese audience.
And today we’re introducing some detailed means of tracking your data on Baidu Marketing, a PPC tool from Baidu.
Daily monitoring should be performed once you have Baidu Marketing campaigns launched, data including purchases, clicks and bounce rates should be included in monitoring. And the more detailed your analysis is, the more thorough factors affecting search results you would concluded. Data analysis is often neglected by novices, and also the toughest part. Many marketers would only pay attention to changes of keyword bids and visit numbers, but rarely think about factors behind such changes.
You must focus on three major indicators for Baidu PPC: impression, click rate and conversion rate. Only combination of impression and click rate could improve your conversion rate. And here is guide on impression and click rate as follows:
So how to find the causes for low impression of one particular keyword?
First, look at “heat degree / popularity” of the keyword.
For a Chinese marketer, it’s easy to get popularity or search volumes on Baidu Index or any professional tools. Let’s take “website building” for example. You would find that this keyword enjoys high “heat degree”.
If you invest in this keyword but get little impression result, the only reason is that your bid is too low, and thus your ranking is too low. In such case, you’d better search this word on Baidu manually and confirm your exact ranking for it. If you cannot find any ranking of it on top three pages, then you need to increase your bid significantly. After increasing your bid, check your ranking again and make sure your website is at a good position with big opportunity for impression.
However, what about a less popular word with low heat degree?
Generally, such keywords also have low competition degrees; therefore, you would be able to get a high ranking for it with a low bid. And for such less popular keywords, your website would never have a chance to show without ranking on top three pages of Baidu. So simply increase your bid for top three pages, or just remove the keyword from your campaign.
Apart from low impression of keywords, you could also see high impression of keywords with low click rates. What should you do in such cases?
First, you should change your ranking for it.
Probably you are offering a high bid for the keyword, and it ranks on the first page for your website, but you might also have to consider sight hotspots. Generally, hotspot zones would enjoy higher click rates than non-hotspot zones.
Second, if you cannot seize any hotspot zones, what you could do is to optimize your taglines / ads.
Title of the ads are usually about 20 Chinese characters, you need to embed your keywords into it and make your title attractive. As a top content team from China with years of SEO, translating and copywriting experience, Jinray SEO has written such titles and bodies for many world-known brands, contact us to know more!