u1jodi1q 发表于 2024-8-12 22:05:40

百度推广|关键词的匹配模式怎么样设置?


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> 完成竞价账户后,设置匹配模式和优化匹配模式是非常重要的一部分。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">尤其</span>是CPC投标的<span style="color: black;">状况</span>下,匹配是关于平均价格、流量数量和质量、效果的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  在OCPC/eCPC投标中,匹配模式从<span style="color: black;">第1</span>次<span style="color: black;">起始</span>有效,从第二次<span style="color: black;">起始</span>无效。无论是Cpc投标还是oCPC/eCPC投标,都<span style="color: black;">必要</span>设置<span style="color: black;">第1</span>反应模式,并直接决定事后效果。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>,如何设置关键词的匹配模式呢?</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">1、</span>前期:可参考的字符数</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  百度投标匹配经历了多个<span style="color: black;">周期</span>,以前的匹配模式分为5个、准确匹配短语匹配广泛匹配、短语匹配、短语-准确匹配、短语-同义词匹配和短语-核心匹配。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  2019年末匹配升级,正确匹配区匹配智能核心匹配智能匹配更新。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年匹配模式再次升级,最新的匹配方式是三种完全匹配的旧匹配智能匹配。每次升级都是技术更新和算法升级。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  三个匹配,相应的流量范围从小到大不等。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  正确匹配的流量少,旧匹配在中心,智能匹配匹配的流量最大。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  这与关键词字符数<span style="color: black;">类似</span>,关键词越短,匹配的概率越大,<span style="color: black;">因此呢</span><span style="color: black;">没法</span>设置广泛的匹配。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  长尾词<span style="color: black;">通常</span>不准确,<span style="color: black;">由于</span>匹配的概率很小。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>,从匹配的流量范围和关键词的匹配范围来看,它们正好是正<span style="color: black;">关联</span>的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">通常</span>网民很少在百度搜索框中搜索关键词,都是以短单词为主,搜索长单词。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">咱们</span>的账户<span style="color: black;">能够</span>加上更短的单词,更长的单词<span style="color: black;">能够</span>减少。<span style="color: black;">咱们</span>以前的匹配<span style="color: black;">办法</span><span style="color: black;">能够</span>先<span style="color: black;">这般</span>做。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  短单词或核心单词,8个字以内(4个字汉字),<span style="color: black;">咱们</span><span style="color: black;">能够</span>先设定正确的单词或短语。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">长尾词,超过24个字(即12个汉字),<span style="color: black;">咱们</span><span style="color: black;">重点</span><span style="color: black;">能够</span>设置智能和少量短语。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  其余中等长度的单词,汉字 4-12中的单词,<span style="color: black;">咱们</span><span style="color: black;">重点</span><span style="color: black;">能够</span>设置词组,少量的智能。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  以上只是参考。基于字符数设置匹配模式只是一个维度。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  有些投标人用词性设置匹配,高意图词设置正确/短语,低义词设置智能。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  有些投标人以3个高中的价格跑3户,高价家具是正确的,中价家具区,低档功能。等等。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其他维度<span style="color: black;">亦</span><span style="color: black;">能够</span>。这只是初期<span style="color: black;">这般</span>做,后期<span style="color: black;">咱们</span>将<span style="color: black;">必须</span>重新<span style="color: black;">调节</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  价格与匹配成反比关系,匹配幅度越窄,价格应设置得越高,匹配幅度越宽,价格应设置得越低。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">2、</span>后期:一切都<span style="color: black;">运用</span>数据优化匹配模式。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  账户<span style="color: black;">1星期</span>或半个月后<span style="color: black;">能够</span>跑足够的数据。<span style="color: black;">此时</span><span style="color: black;">咱们</span>要<span style="color: black;">按照</span>数据<span style="color: black;">调节</span><span style="color: black;">咱们</span>的匹配模式。两个原则:原则1:展示<span style="color: black;">状况</span>原则</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span>营销数据漏斗,展示是账户的最大部分。<span style="color: black;">倘若</span>连展示都<span style="color: black;">无</span>,怎么能有消费和效果呢?</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">因此呢</span>,<span style="color: black;">倘若</span>在<span style="color: black;">1星期</span>或半个月后展示库存量不超过0或30的单词,就<span style="color: black;">能够</span>放入一级匹配模式。展示量<span style="color: black;">尤其</span>大的单词<span style="color: black;">能够</span>得到一级匹配模式,防止<span style="color: black;">茫然</span>匹配。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  原则2:一致性原则</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">倘若</span><span style="color: black;">全部</span>搜索词不是很混乱,匹配的单词在<span style="color: black;">全部</span>单词的20%以内,<span style="color: black;">重点</span>工作是<span style="color: black;">是不是</span>单词。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">全部</span>搜索词混乱的<span style="color: black;">状况</span>下,<span style="color: black;">重点</span>工作是优化模式。杂乱地匹配或延<span style="color: black;">长期</span>,看到与不稳定的单词匹配,就<span style="color: black;">能够</span>进行收缩匹配。(时间)。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">3、</span>优化CPC匹配模式(初级匹配优化)</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  匹配模式不是固定不变的,<span style="color: black;">能够</span>灵活<span style="color: black;">调节</span>。<span style="color: black;">1星期</span>微调少量单词,影响不大。<span style="color: black;">不可</span><span style="color: black;">海量</span><span style="color: black;">调节</span>匹配模式,会影响效果。成熟的账户,<span style="color: black;">一般</span><span style="color: black;">无</span><span style="color: black;">非常多</span><span style="color: black;">调节</span>匹配模式。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">优化匹配模式有<span style="color: black;">非常多</span>好处。不仅<span style="color: black;">能够</span><span style="color: black;">增多</span>表达,带来准确的流量,还<span style="color: black;">能够</span>降低平均价格,<span style="color: black;">加强</span>转换效果。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  在Cpc投标中<span style="color: black;">调节</span>关键词匹配模式<span style="color: black;">能够</span>:</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  1、匹配模式不要窄,先暴露,<span style="color: black;">而后</span>优化与否单词的匹配。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.长尾词有时会杂乱地匹配,智能地低价,三天一次,<span style="color: black;">针对</span>智能匹配,<span style="color: black;">能够</span>删除3个月以上<span style="color: black;">无</span><span style="color: black;">显现</span>的长尾(汉字 12个以上的单词),账户上还<span style="color: black;">能够</span>添加简短的单词。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  3.<span style="color: black;">白话</span>,1-3 汉字内的单词<span style="color: black;">通常</span>正确,用词组就<span style="color: black;">能够</span>了。<span style="color: black;">倘若</span>单词比较准确,<span style="color: black;">能够</span>给高价,例如“申报学历”。<span style="color: black;">倘若</span>单词比较泛,这种单词可能会便宜<span style="color: black;">有些</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  4.账户新词<span style="color: black;">能够</span><span style="color: black;">按照</span>自己的经验设置匹配模式。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  5、系统<span style="color: black;">举荐</span>的匹配模式,仅供参考,不必<span style="color: black;">所有</span>采用;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6、<span style="color: black;">调节</span>账户,先<span style="color: black;">调节</span>展示的单词,<span style="color: black;">而后</span><span style="color: black;">调节</span><span style="color: black;">无</span>展示的单词,82法则。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  7、百度已有离线匹配系数,小搜<span style="color: black;">日前</span>已有此功能。有时扣除费比<span style="color: black;">实质</span>出价高。请查看系数计算器,确认账户中<span style="color: black;">运用</span>的系数<span style="color: black;">是不是</span>打开了此系数。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">4、</span>优化oCPC投标匹配模式</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  OCPC投标中的匹配和投标无效。打开扩展功能后,系统会自动突破原来的匹配。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span><span style="color: black;">这儿</span>有一个小细节。第二次3天前的部分匹配仍然有效(<span style="color: black;">源自</span>百度市场营销官方文件)。三天后,匹配和投标才完全无效。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">因此</span>第二次以后,分为3天以内和3天以后。3天内<span style="color: black;">能够</span>小幅<span style="color: black;">调节</span>关键词投标和匹配,3天后<span style="color: black;">调节</span>关键词投标和匹配<span style="color: black;">亦</span><span style="color: black;">无</span>用。小幅的标准是什么?据个人实测,第二次3天前,关键词的投标和匹配<span style="color: black;">每日</span><span style="color: black;">调节</span>2次,一次<span style="color: black;">调节</span>10个。个人经验仅供参考。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在Ocpc,后期要<span style="color: black;">增多</span>。<span style="color: black;">能够</span><span style="color: black;">加强</span>转换出价,或将扩张模式转变为积极扩张。这两种<span style="color: black;">办法</span>代替了CPC时代的报价、匹配等。(阿尔伯特爱因斯坦,北方执行)。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  <span style="color: black;">另一</span>,在oCPC中,<span style="color: black;">第1</span><span style="color: black;">周期</span>比第二<span style="color: black;">周期</span>重要。<span style="color: black;">第1</span>次招标及匹配<span style="color: black;">调节</span>后,第二次模型更准确、更稳定。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span><span style="color: black;">第1</span>次<span style="color: black;">调节</span><span style="color: black;">欠好</span>,第二次模型<span style="color: black;">特别有</span>可能不稳定或线索质量下降。与其比第二次慢<span style="color: black;">有些</span>,不如先做好<span style="color: black;">第1</span>次。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  初量达标,质量好。后台数据和咨询工具的准确度达到90%,效果比较稳定,<span style="color: black;">能够</span><span style="color: black;">检测</span>。确认后进入<span style="color: black;">过程</span>2。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  以下是匹配模式的设置和优化<span style="color: black;">办法</span>。仅供参考。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">  设置匹配模式的维度<span style="color: black;">非常多</span>。词性、关键词字符长度、投标战略、业务、对话量等。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有些<span style="color: black;">办法</span>不<span style="color: black;">必定</span>是好的,有些<span style="color: black;">办法</span><span style="color: black;">亦</span>不<span style="color: black;">必定</span>是不行的。<span style="color: black;">然则</span><span style="color: black;">咱们</span>要遵循的是,一切都要从漏斗模型的数据出发。</span></p>




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