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            競價托管為什么越來越受企業重視

            發布時間:2022-11-08 14:25:15
            瀏覽:217 作者:愛江湖

            競價托管服務為什么越來越受企業重視,在中國的互聯網市場上,百度競價推廣是一直都企業普遍采用的一種付費推廣模式,無論是投入還是效果,都在網絡營銷中占有非常大的比重,自然引起高度重視。百度推廣不只是技術活,更多靠的是經驗的積累,不同人的人可能有不同的賬戶操作經驗。歸根結底,競價托管服務受企業重視是非常重要的,這也是決定百度推廣專員能力的重要因素.目前市場上出現了一種新型的互聯網服務形式——競價賬戶托管。


            有不少做推廣的客戶來咨詢:“我已經把賬戶交付給了百度客服 ,并且支付了服務費 ,后臺的有關操作會有客服人員幫我完成,為什么我的消費額度不低 但是推廣效果卻是不理想呢”?答案很簡單,百度客服固然可以幫客戶解決基礎的賬戶管理工作。但實際上,百度推廣的客服人員每人手中需要“照顧”的客戶少則百幾十,多則上百。受工作時間及工作量限制,不可能每天都對數量如此多的賬戶依次進行調整優化。更何況客服人員每天的大部分工作時間要放在公司的各項培訓、統計、報表,完成各項任務指標、處理反饋事務性問題、完成客戶續費工作等。由此可見,真正能留給客戶去做推廣賬戶調整和優化的時間簡直是少的可憐 ,每個賬戶十天八天才會被關注一下是再正常不過了。

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            而在實際的競價推廣中,賬戶的關鍵詞出價、關鍵詞策劃、創意優化,質量度優化,賬戶結構優化是需要時時關注時時調整的。特別是一些熱門、競爭比較激烈行業,又或者正值銷售旺季的行業,時時對賬戶的調整優化是非常關鍵的。遺憾的是賬戶在客服人員手中受局限性很難做到這一點。即使做到了或者做到一部分,工作的質量度也是沒有保證的。慕華說道,原因不僅僅在于上述所說,也因為客服人員手中的眾多賬戶很可能是同一行業的,當眾多賬戶的同一需求反饋到客服人員那里,這個問題根本無法得到公平、公正的解決。打個比方:幾家同行業的客戶要求客服把主關鍵詞不計成本的置頂第一名,這時不要說是客服了就算老總來了也沒辦法很好的解決這個矛盾 只能是哪個客戶催促的緊,那么誰家就先置頂,在此博弈過程中眾多客戶的利益也會受到不同程度的傷害。從而將關鍵詞的價格抬高。而現在托管公司在簽單時基本都有明確的協議規定,即:本行業有直接利益沖突的客戶不會在公司競價托管服務客戶列表中同時出現,從而確保了行業唯一性,使客戶的切身利益得到了很好的保證,讓客戶的每一分錢都花在了刀刃上。


            英文翻譯對照


            Why do enterprises pay more attention to bidding trusteeship

            Why do enterprises pay more and more attention to bidding hosting service? In the Internet market of China, Baidu bidding promotion is a paid promotion mode that has been widely used by enterprises. Whether it is investment or effect, it occupies a very large proportion in online marketing, which naturally causes great attention. Baidu promotion is not only about technology, but also about the accumulation of experience. Different people may have different account operation experience. In the final analysis, it is very important for enterprises to attach importance to bidding hosting service, which is also an important factor determining the ability of Baidu promotion specialists. At present, a new form of Internet service, bidding account hosting, has emerged in the market.

            Many customers who have done promotion come to inquire: "I have delivered my account to Baidu customer service and paid the service fee. The customer service personnel will help me to complete the relevant operations in the background. Why is my consumption quota not low but the promotion effect is not ideal?"? The answer is very simple. Baidu customer service can certainly help customers with basic account management. However, in fact, each customer service staff promoted by Baidu needs to "take care of" hundreds of customers, from hundreds to hundreds. Due to the limitation of working time and workload, it is impossible to adjust and optimize so many accounts every day. What's more, most of the customer service staff's working time every day should be spent on the company's training, statistics, reports, completing various task indicators, handling feedback transactional issues, and completing customer renewal. It can be seen that there is really little time left for customers to adjust and optimize their promotion accounts, and it is normal for each account to be noticed for ten days and eight days.

            In the actual bidding promotion, the account keyword bidding, keyword planning, creative optimization, quality optimization, and account structure optimization need to be constantly adjusted. Especially in some hot and competitive industries, or industries in the peak sales season, it is very important to adjust and optimize accounts from time to time. Unfortunately, the account is limited in the hands of customer service personnel, which is difficult to do. Even if it is achieved or partially achieved, the quality of the work is not guaranteed. Mu Hua said that the reason is not only because of the above, but also because many accounts in the hands of customer service personnel are likely to be in the same industry. When the same demand of many accounts is fed back to customer service personnel, the problem cannot be solved fairly and impartially. For example, several customers in the same industry asked customer service to put the main key words in the first place regardless of the cost. At this time, even if the boss came, there was no way to solve this contradiction well. Only the customer who urged him to put the top first would hurt the interests of many customers to varying degrees during the game. This will drive up the price of keywords. Now, when signing the bill, the custodian company basically has a clear agreement, that is, customers with direct conflicts of interest in the industry will not appear in the company's list of customers for competitive custody services at the same time, thus ensuring the uniqueness of the industry, ensuring the vital interests of customers, and allowing customers to spend every penny on the cutting edge.

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