4zhvml8 发表于 2024-7-8 20:11:56

百度搜索“优化中心”怎么用？实操指南

<span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/fbac17wmeIEWCStyXEeesNLS3gibd4WDJV0IJe0FPIFzFq3luHibK2uxgYKM9ep067sYw1pKJfxunLrRUv1KOQuw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIGxojlQchkIuEegvcpoUc36zgic85y5qlWBAplOFI78I2CgTtDbCda1iaDALGHO39Nj5s1IX4KlFtjA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">随着搜索投放的智能化，<span style="color: black;">大众</span><span style="color: black;">是不是</span>觉得搜索优化越来越简单了呢？</span><span style="color: black;">但<span style="color: black;">实质</span>上，<span style="color: black;">想要</span>玩转百度搜索，<span style="color: black;">得到</span>一个让老板满意的投产比，<span style="color: black;">亦</span><span style="color: black;">无</span><span style="color: black;">那样</span>简单。<span style="color: black;">幸运</span>的是，百度后台还有一把优化利器-“<strong style="color: blue;">优化中心</strong>”，它给账户优化带来<span style="color: black;">有些</span>正确的<span style="color: black;">指点</span>方向，以及<span style="color: black;">供给</span><span style="color: black;">详细</span>的优化<span style="color: black;">办法</span>。<span style="color: black;">没</span>论你是在投CPC还是OCPC，我觉得它是能给优化师门带来希望的一款<span style="color: black;">工具</span>。平时对这个关注比较少的小伙伴们，<span style="color: black;">能够</span><span style="color: black;">一块</span>来<span style="color: black;">瞧瞧</span>。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>，先来简单<span style="color: black;">认识</span>一下“优化中心”是什么？</span></strong></span><span style="color: black;">我觉得它是一款“20分钟快速智能优化”<span style="color: black;">工具</span>。优化中心<span style="color: black;">包含</span>“<strong style="color: blue;">定向类、出价类、预算类、创意类、落地页类、修复类</strong>”六个方面，而这六个方面，<span style="color: black;">便是</span>从“展现-点击-<span style="color: black;">拜访</span>-咨询-订单”全链路的覆盖了优化的每一个环节，还是非常全面的。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOdkCn4atVxxiau49s24lODaD4k29ibcYpicZjcR9UolXYPfJajc8mPLqHMg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">这六大定向分别<span style="color: black;">包括</span>的内容有：</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOdc3kUkBkqJt7b4yzMkpyWicOUV4OXOYZrHeTWIkIibTLUSTE6Pvu6EfeQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">同期</span>，这全链路的覆盖带来的直接好处<span style="color: black;">便是</span>，省去了人工逐个部分点开去分析账户的时间，基本上达到了“20分钟快速智能优化”。在“优化中心”这一个版块就能全盘<span style="color: black;">把握</span>账户<span style="color: black;">日前</span>存在的所有问题，<span style="color: black;">运用</span>“一键优化”的功能就能<span style="color: black;">快速</span>地<span style="color: black;">处理</span>问题。<span style="color: black;">尤其</span>是<span style="color: black;">针对</span>平时工作繁忙的小伙伴来讲，这个快速智能优化大大的<span style="color: black;">加强</span>了工作效率。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">其次，“优化中心”怎么用呢？</span></strong></span><span style="color: black;">我<span style="color: black;">一般</span><span style="color: black;">运用</span>比较多的部分是<strong style="color: blue;">定向类、创意类和落地页类</strong>，这是<span style="color: black;">长时间</span>优化的部分。</span><span style="color: black;">定向类有&nbsp;<strong style="color: blue;">系统<span style="color: black;">举荐</span>的词包、<span style="color: black;">举荐</span>的新<span style="color: black;">重要</span>词、移除冷门<span style="color: black;">重要</span>词、移除重复否定<span style="color: black;">重要</span>词、移除冲突否定<span style="color: black;">重要</span>词</strong>等：</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOd8oAABiaETc6KjIib2n5FrLPBlj78BHLZm1ia52MKt4XHb3X0K78heLh0g/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">重要</span>词类，系统给出的<span style="color: black;">意见</span><span style="color: black;">通常</span>该<span style="color: black;">怎样</span><span style="color: black;">选取</span>呢？</span></strong><span style="color: black;">我的标准是看“<strong style="color: blue;">预估数据</strong>”。</span><span style="color: black;"><span style="color: black;">倘若</span>“预估数据”对账户数据的影响<span style="color: black;">很强</span>，那我会积极地采纳</span><span style="color: black;">。<span style="color: black;">例如</span>：上图中“添加<span style="color: black;">重要</span>词”部分相对<span style="color: black;">来讲</span>，系统预估的周数据<span style="color: black;">很强</span>，<span style="color: black;">那样</span>参考的<span style="color: black;">道理</span>就会比<span style="color: black;">很强</span>；<span style="color: black;">倘若</span>“预估数据”较小，则不强求，可采纳<span style="color: black;">亦</span>可忽略。</span><span style="color: black;"><span style="color: black;">没</span>论是“词包”还是“添加新的<span style="color: black;">重要</span>词”，<span style="color: black;">针对</span>账户优化中加词的操作是一个新的思路。以前，加词除了<span style="color: black;">重要</span>词<span style="color: black;">工具</span>，<span style="color: black;">便是</span>筛选搜索词，<span style="color: black;">此刻</span>账户中<span style="color: black;">必须</span>加词可<span style="color: black;">不可</span>忽略“优化中心”的系统<span style="color: black;">举荐</span>词。这<span style="color: black;">针对</span>跑OCPC<span style="color: black;">来讲</span>，<span style="color: black;">亦</span>是一种正向操作的方式，<span style="color: black;">亦</span>是系统<span style="color: black;">爱好</span>的一种方式，有利于账户的健康稳定。</span><span style="color: black;"><span style="color: black;">然则</span>，<span style="color: black;">必须</span><span style="color: black;">重视</span>的是，“优化中心”<span style="color: black;">举荐</span>的<span style="color: black;">重要</span>词不是一键添加。<span style="color: black;">必定</span>要</span><span style="color: black;">点开“查看详情”，先查看<span style="color: black;">重要</span>词再进行筛选。</span><span style="color: black;">这部分的<span style="color: black;">重要</span>词是系统<span style="color: black;">按照</span>账户中推广业务和投放历史等，自动找到<span style="color: black;">关联</span>的<span style="color: black;">重要</span>词。<span style="color: black;">那样</span>务必就会存在<span style="color: black;">关联</span>性不高的<span style="color: black;">重要</span>词，<span style="color: black;">因此</span><span style="color: black;">必定</span>要经过筛选后再添加。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOdibmAaHUmeyFvnhsr9sialwfWlUamNibY2UurYfO8OQ7WSAs3ibqyWBr6eQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">那优化中心给的创意的<span style="color: black;">意见</span>要不要采纳呢？</span></strong><span style="color: black;">众所周知，大<span style="color: black;">都数</span>的同行之间的创意相差不是很大，除非真的有极少优化师把创意写的<span style="color: black;">特别有</span>亮点。<span style="color: black;">那样</span>影响点击率的<span style="color: black;">重点</span><span style="color: black;">原因</span>其实还是<strong style="color: blue;"><span style="color: black;">重要</span>词的排名</strong>。<span style="color: black;">倘若</span>在不<span style="color: black;">必须</span><span style="color: black;">加强</span>出价的<span style="color: black;">状况</span>下，预估点击率能增4.87%，我觉得这个数据还是很OK的，即使达不到这个增幅，加了对我又<span style="color: black;">无</span>损失，不加白不加啊！<span style="color: black;">不外</span>，还是先查看一下，系统<span style="color: black;">举荐</span>的创意没什么问题的话，再果断一键添加。</span><span style="color: black;">当然，添加的时候<span style="color: black;">亦</span><span style="color: black;">能够</span></span><span style="color: black;">对“预估新增点击量、预估点击率增幅”进行从高到低的进行排序，添加对数据影响较好的创意。</span><span style="color: black;">先不说加了之后是不是真的能达到系统预估的效果，起码这<span style="color: black;">亦</span>是一种正向操作的<span style="color: black;">行径</span>，系统是<span style="color: black;">能够</span>感知到的。跑过OCPC的<span style="color: black;">朋友</span>应该<span style="color: black;">晓得</span>，相<span style="color: black;">针对</span>负向操作<span style="color: black;">来讲</span>，正向操作起到的肯定是一种积极的<span style="color: black;">功效</span>。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOdyalCVBDnESDs0IPKgLrltfzaKPgta5PAKMN4mlOvkDwHPSzLLbthng/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">接下来这个落地页的话，要不要<span style="color: black;">调节</span>，我<span style="color: black;">一般</span><span style="color: black;">亦</span>是以这个<strong style="color: blue;">系统预估的展现量为主</strong>，像下面这个预估<span style="color: black;">1星期</span>的展现量较低，<span style="color: black;">通常</span>就<span style="color: black;">无</span>做<span style="color: black;">调节</span>，<span style="color: black;">由于</span>这个数据对账户几乎没什么影响。</span><span style="color: black;"><span style="color: black;">然则</span><span style="color: black;">倘若</span>数据较高，且质量较差的落地页<span style="color: black;">增加</span>，那就还是要点击这个</span><span style="color: black;">“查看详情”进去<span style="color: black;">瞧瞧</span><span style="color: black;">详细</span>是什么词、什么创意对应的落地页比较差，质量差的<span style="color: black;">原由</span>是什么</span><span style="color: black;">，<span style="color: black;">按照</span>系统提示来进行修改。</span><span style="color: black;">不<span style="color: black;">晓得</span><span style="color: black;">详细</span>怎么操作的<span style="color: black;">朋友</span>，<span style="color: black;">能够</span>参考百度营销大学的官方<span style="color: black;">文案</span>http://yingxiao.baidu.com/new/home/product/details?id=7611&amp;ly=author_essay</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOdvr1kjYUxqqm3wzT0uTDK3G5C3o7uicicpibuOqxBWozoA5BcUE9XeQLGg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">我觉得“定向类、创意类和落地页类”这三个方面，是<span style="color: black;">平常</span>优化中<span style="color: black;">必须</span><span style="color: black;">长时间</span>关注的内容。这给账户带来的是<span style="color: black;">长时间</span>的、积极正向的影响。</span><span style="color: black;">而其他</span><span style="color: black;">的出</span><span style="color: black;">价类、预算类、修复类,我觉得是即时优化的内容，是为了让你更清楚的<span style="color: black;">晓得</span>账户存在<span style="color: black;">那些</span><span style="color: black;">情况</span>，并采纳了<span style="color: black;">便是</span><span style="color: black;">即时</span><span style="color: black;">处理</span>问题。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">例如</span>：</strong>出价类，<span style="color: black;">那些</span>词出价低了，<span style="color: black;">引起</span><span style="color: black;">重要</span>词<span style="color: black;">没</span>法展现，修改一下价格就好了；预算类，预算低了，下线了等等系统都会给予提示，如下图：</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOdRKiaAE7zndrBKpnEiaYgVcjguicxB2GjlDaG3BcEPlTdt6BmxUk0s0FcQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">修复类，<span style="color: black;">包含</span><span style="color: black;">重要</span>词，创意和配图等审核<span style="color: black;">状况</span>，系统中有审核<span style="color: black;">不外</span>的物料会在<span style="color: black;">这儿</span>提醒，<span style="color: black;">即时</span>修改就能恢复正常了。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOdUAJenkejWdcwYA6EOkPCYcdqxPaMCuL3rQO6GrxpzRUMH2p0NzTyDg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">这三个部分<span style="color: black;">即时</span>查看修改<span style="color: black;">就可</span>，对<span style="color: black;">重要</span>词出价、账户预算、物料审核等<span style="color: black;">状况</span>做到心中有数。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">最后，再去<span style="color: black;">评定</span>“优化中心”用的好<span style="color: black;">欠好</span>？</span></strong></span><span style="color: black;">“优化中心”这个<span style="color: black;">制品</span>看起来还是简单的，<span style="color: black;">然则</span>优化结果好<span style="color: black;">欠好</span>，还是要看怎么用它。<span style="color: black;">怎样</span>去<span style="color: black;">评定</span>用的好<span style="color: black;">欠好</span>？当然<span style="color: black;">必须</span>加强对账户数据的监控，用数据<span style="color: black;">来讲</span>话！</span><span style="color: black;">以“某机械<span style="color: black;">制品</span>”为例，<span style="color: black;">因为</span>前面几天转化成本比较高，从1/9<span style="color: black;">起始</span>，我采取系统<span style="color: black;">举荐</span>的添加<span style="color: black;">重要</span>词和创意的<span style="color: black;">意见</span>，并对账户进行了<span style="color: black;">调节</span>，连续观察了3天，数据还是有变化的，如下图：</span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIH5DE6G6TgBDheoFjCJjrOd4KI9CDAvHLMibcT6jvj7FYUalbCe9y6JAm9mTsgTicSnjamI3KQqAYFA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">经过</span>上图，<span style="color: black;">能够</span>看出经过优化后，账户的转化成本有了<span style="color: black;">显著</span>的下降，且慢慢趋于<span style="color: black;">安稳</span>。而从1月10号<span style="color: black;">起始</span>，消费<span style="color: black;">亦</span>是呈缓慢上涨的趋势。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，转化成本在<span style="color: black;">恰当</span>稳定的<span style="color: black;">同期</span>，账户的整体流量<span style="color: black;">亦</span>是在向好发展。</span><span style="color: black;"><span style="color: black;">没</span>论是<span style="color: black;">针对</span>优化师，还是老板，在<span style="color: black;">宣传</span>环节，“转化成本”和“消费”<span style="color: black;">常常</span>是<span style="color: black;">咱们</span>非常关注的两个要素，这<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">咱们</span>想要的啊。或许有人说短期的数<span style="color: black;">据述</span>明不了问题，<span style="color: black;">然则</span>优化本来<span style="color: black;">便是</span>一个<span style="color: black;">长时间</span>的<span style="color: black;">连续</span>的过程，“优化中心”<span style="color: black;">亦</span><span style="color: black;">必须</span>利用起来。</span><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">运用</span>优化中心的<span style="color: black;">意见</span>后，数据能继续向好发展，<span style="color: black;">那样</span>它<span style="color: black;">便是</span>有用的，<span style="color: black;">便是</span><span style="color: black;">咱们</span>不可<span style="color: black;">忽略</span>的一个<span style="color: black;">工具</span>。</span><span style="color: black;">当你<span style="color: black;">运用</span>了<span style="color: black;">各样</span>优化<span style="color: black;">办法</span>，数据依然<span style="color: black;">无</span>起色时，它给你<span style="color: black;">指点</span>方向；</span><span style="color: black;">有了优化方向，它还能给你<span style="color: black;">详细</span>的<span style="color: black;">处理</span><span style="color: black;">方法</span>。</span><span style="color: black;">当然，<span style="color: black;">必须</span>提醒的是，<span style="color: black;">做为</span>一名专业的优化师，要让<span style="color: black;">工具</span>为你所用，而不是受<span style="color: black;">工具</span><span style="color: black;">掌控</span>。<span style="color: black;">因此</span>“优化中心”的<span style="color: black;">意见</span>固然是好的，但不是所有的<span style="color: black;">意见</span>通盘接收，账户优化还是遵循“以事实为依据”，<span style="color: black;">按照</span>账户的<span style="color: black;">详细</span><span style="color: black;">状况</span><span style="color: black;">选取</span>适合的优化<span style="color: black;">意见</span>来采纳。</span><strong style="color: blue;"><span style="color: black;">不<span style="color: black;">晓得</span>小伙伴们有<span style="color: black;">无</span>在<span style="color: black;">运用</span>呢？留言说说你的<span style="color: black;">运用</span><span style="color: black;">评估</span>吧~</span></strong><span style="color: black;">好<span style="color: black;">信息</span>！艾奇托管业务已上线</span>www.27sem.com<span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fbac17wmeIGXLMNTWFq4VHOIyjhez0u8FH2liauBgHT4B1Of0IGxiarnXX44YwiblZ25hM0NR65aY466JOLibnf6Dg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; 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情迷布拉格 发表于 2024-9-3 10:39:49

同意、说得对、没错、我也是这么想的等。

b1gc8v 发表于 4 天前

“板凳”（第三个回帖的人）‌
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查看完整版本: 百度搜索“优化中心”怎么用？实操指南