- BAIDU search promotion, with its massive traffic and features such as passive marketing, has always been a direct and effective method for enterprises in the process of internet promotion, making it a popular choice. As more and more enterprises join BAIDU promotion, competition has intensified. For account optimizers, the goal of optimizing an account is to maximize the return on investment for the enterprise with the least amount of budget, achieving a win-win situation for themselves and the enterprise.
Recently, some data indicators have been added to BAIDU accounts, such as [Top Position Impression], [Top Position Impression Share], etc. The reason for introducing these data is to enable account optimizers to identify account problems more promptly and make more targeted optimization adjustments. These data can help us optimize accounts more effectively and are a powerful tool for account optimization.
The top position impression share indicator also provides direct data references for our account optimization. This indicator can help us understand more clearly and efficiently whether our bids are reasonable. Keyword bidding is considered by many to be the core element of search promotion, which is very logical. Search promotion is essentially about buying traffic with money and exchanging budget for leads. The level of keyword bidding has a significant impact on the final ROI.
When operating accounts on a daily basis, the most challenging issue is judging the rationality of keyword bidding and predicting the expected effect after increasing bids. Top position impression share can not only help us quickly assess the market competition for certain keywords, but also help us clearly determine whether increasing bids can increase the number of times ads are displayed at the top of the page.
The performance of ads in the top positions directly reflects the ranking competitiveness of the ads. Search engines are becoming increasingly intelligent and are now displaying personalized results to search users. Even at the same time, two people from the same company using the same IP address to search for the same keyword may see different results because the search engine has made personalized feature refinements. The overall situation of the top positions can more clearly reflect the ranking competitiveness of ads than the average ad ranking.
If the account is not currently in the OCPC second stage, the ad performance in the top positions is an important reference for us to optimize the account and improve its effectiveness (if entering the OCPC second stage, the bidding will be managed by the intelligent system, which optimizes the bidding in real time according to the set conversion target. At this time, there is no need to deliberately pay attention to the top position performance, and the focus of observation should be shifted to lead cost and lead volume). Only by understanding the underlying logic and relationships of these data can we better guide account optimization work. Below, we will discuss several key data indicators.
- Keyword Top Impression Share
Official definition: The probability that a keyword ad can win and obtain impressions in the ad auction it participates in. The probability that a keyword ad can win and obtain impressions in the ad auction for top positions it participates in. The impression share of the top position directly reflects the competitive strength of the ad in the top position.
Underlying logic: This data reflects the space that can be further captured by increasing ranking competitiveness (bidding * quality) under the current set of targeting conditions for the keyword. It is an objective statistical result. Of course, it will not remain unchanged. It will change with the intensity of keyword competition and fluctuate with changes in our bidding and ad quality.
Optimization method: If we find that the keyword top impression share is high, it indicates that the keyword ad has strong competitiveness in the top position, and these keywords are already displayed in the top positions of most search results that meet the current targeting conditions; if we find that the top impression share of some keywords is relatively low, it indicates that the competitiveness of these keywords in the top position is lower than that of competitors. Only by increasing ad competitiveness can these keywords increase their chances of being displayed in the top position.
How specifically should we increase the top impression share? Two methods are the most direct and effective: one is to improve ad quality, optimize creatives and landing pages, and increase the keyword quality score; the other is to increase bidding. For keywords in non-OCPC second-stage plans, you can check the suggested price and ensure that the bid is higher than the suggested price.
- Optimization ideas:
① The top impression share reflects the space that can be further captured by increasing ranking competitiveness under the current set of targeting conditions for the keyword;
② Through the top position impression share indicator, we can effectively understand whether increasing bids or ad quality can enable keywords to obtain more impressions in the top position;
③ The impression share is an objective statistical result. It is not static and will change with keyword competition and adjustments to keyword bids or changes in quality score.
- Campaign/Ad Group Top Impression Share
Underlying logic: In addition to keyword top impression share, there is also campaign/ad group top impression share. By paying attention to this indicator, we can have a more comprehensive understanding of the competitiveness level and maximum growth space of keyword campaigns/ad groups in the top position.
Optimization ideas: Keyword top impression share and campaign/ad group top impression share are actually closely related. We know that the BAIDU search account structure is a tree structure, with many keywords forming different ad groups and campaigns. Therefore, if you want to increase the campaign/ad group top impression share, you should pay more attention to the top position impression share of the keyword dimension. If a certain campaign/ad group has a low top impression share, we can increase keyword competitiveness and increase the top position impression opportunities for more keywords, and conduct targeted optimization and improvement on the impression share at the keyword granularity.
This requires us to first focus on the overall direction when optimizing accounts, and then pay attention to details. After determining the overall direction, the keyword dimension should be the focus of attention. Continuously improving the top position impression data of the keyword granularity is the fastest way to improve account effectiveness.
If the campaign/ad group top impression share is high, it indicates that the growth space is very limited under the existing targeting methods. Even if we try to increase the click-through rate and optimize keyword bids, we cannot significantly increase impressions. If you need to continue to expand the volume, you need to modify and broaden the targeting conditions, expand the targeting area and time period, add more high-quality and intentional keywords, and regularly delete negative keywords to obtain more relevant traffic matches.
If the campaign/ad group top impression share is low, this is actually easier to handle. It indicates that the overall competitiveness is insufficient, but the growth space is relatively ample. It is necessary to focus on optimizing the competitiveness of keywords, increase the top position impression opportunities for more keywords, and adjust the impression share for the keyword dimension to obtain more overall impressions for the account.
- Top position impression share (exact match trigger)
Top position impression share (exact match trigger) calculation formula: top position impressions triggered by exact match divided by the number of searches that meet the targeting conditions and whose search terms exactly match the keywords
Optimization strategy: As demonstrated above, if the top impression share (exact match) is high, but the keyword top impression share is low, it indicates insufficient competitiveness in non-exact match traffic. By analyzing the search term report, you can focus on high-volume search terms that are not exact matches. Evaluate the value of these search terms and add valuable ones to the account as new keywords. Furthermore, tailor creative content and landing pages to align with these keywords.
If the top impression share (exact match) is low, the account needs to optimize ad quality and improve the relevance of creative content, keywords, and landing pages to visitor needs. Additionally, increase bids for keywords with high conversion rates to gain a competitive edge.
- Meaning of Top Impression Metrics
Within our acceptable cost range, striving for more top impression opportunities is essential for maximizing traffic to our accounts. A reactive approach to account optimization is insufficient; we should not only pay attention to these metrics when performance declines. Continuous monitoring of various account data dimensions is necessary even when performance is stable.
Monitoring top impression share during periods of stable performance can help us assess the relevance of keywords, ad creatives, and search queries, as well as provide a direct indication of the account's competitiveness within the industry. This facilitates a clear understanding of the current situation, provides insights into market competition, and allows us to infer the promotional focus of competitors.
Monitoring top impression share during periods of fluctuating performance is crucial because top impression ad data is closely related to user needs and market competition. Therefore, analyzing top impression data during account performance declines or fluctuations can quickly and effectively guide us toward the next optimization steps.
Generally, a decline in account performance is primarily due to a decrease in clicks, leading to reduced spending. When our spending consistently decreases, we should focus on top impression share and make adjustments based on this data feedback:
① Decreased Top Impression Share
A decrease in top impression share indicates a decline in ad competitiveness. This can be attributed to two factors: increased market competition, leading to reduced competitiveness for many keywords in our account and preventing them from qualifying for top impressions in the ad auction process. In this case, we can access the account's 【Optimization Center】-【Bidding】recommendations and appropriately increase bids for keywords with good conversion rates to gain more top impression opportunities.
Another factor is poor performance of creative content and landing pages. We can access the 【Optimization Center】-【Creative】 【Landing Page】recommendations to check the quality scores and click-through rates of key keywords. Focus on optimizing the relevance between keywords, creative content, and landing pages to improve the conversion rate of the landing page.
② Stable Top Impression Share
If the top impression share is stable but the overall account clicks decrease, it is likely due to a decline in the click-through rate of the account's key keywords. We need to refine our ad group segmentation and create more targeted ad creatives to improve click-through rates. Additionally, we need to continuously explore new traffic sources. Considering factors such as the company's customer service hours and the product coverage area, broaden targeting conditions, expand keywords, increase promotion time slots, increase promotion areas, and remove negative keywords to acquire more traffic. Only by displaying ads more frequently to potential customers can we generate subsequent clicks, visits, inquiries, conversions, and other actions.
We understand the marketing funnel model of BAIDU search promotion, where the number of potential customers gradually decreases from impression to final conversion. Impression data is crucial and requires constant monitoring. When impressions decline and we are unsure whether it is due to keyword bidding issues or keyword quality score issues, we can refer to the account's 【Optimization Center】 and the bidding and creative recommendations within it. These recommendations can help us quickly understand account issues and optimize accordingly to improve bidding competitiveness and creative relevance.
In fact, the most direct function of the top impression data series is to enable account optimizers to promptly understand specific account issues and performance relative to competitors. Previously, account optimization relied more on intuition and experience, but with the rapid changes in the market and the timely updates to search ad platform algorithms, we will increasingly rely on concrete data to analyze accounts and adjust optimizations. Only then can we devise practical and effective optimization methods to improve account performance.
Appendix:
1. What are top impression ads?
The official definition is: "In search promotion, top impression ads refer to ads displayed above the first organic search result. Top impression ads typically range from 1-3 ads."
2. What are the characteristics of top impression ads?
High click-through rate: Positioned before organic results, easier to trigger advanced styles and attract user attention.
Strong traffic acquisition ability: The higher the ranking, the higher the click-through rate under the same conditions, resulting in more clicks.
3. What data is included in top impression metrics?
• Top Impression Average Rank: The average position of ad creatives when keywords in the account are triggered by user search terms and appear in the top impression area of search ads. If the top impression average rank shows "-", it means the ad did not enter the top impression ad area, i.e., there is no corresponding ranking.
• Top Impression Count: The number of times ad creatives appear in the top impression area of search ads when keywords in the account are triggered by user search terms.
• Top Impression Clicks: The number of clicks received when ad creatives appear in the top impression area of search ads.
• Top Impression Spend: The total budget spent due to clicks received when ad creatives appear in the top impression area of search ads.
4. How do I check my own top-of-page impression?
Access the account data report and view the keyword report (customize the columns to display top-of-page data).
5. How do I get more of my account's ad results to appear in the top positions of search results?
BAIDU is committed to improving the effectiveness of merchants' investments while also ensuring the search experience for internet users. Therefore, BAIDU balances the comprehensive advantages and disadvantages for both internet users and promotional accounts, allowing ads with stronger competitiveness to be displayed in the top ad positions.
If you want more of the creatives in your account to appear in the top positions, we need to work hard in two areas:
Bidding: Conduct detailed data analysis, calculate keyword conversion rates, select appropriate and valuable keywords for investment, and provide competitive bids for effective keywords.
Ad creative quality: Enhance the relevance between keywords and ad creatives, improve the click-through rate of creatives to increase keyword quality; strengthen the relevance between landing pages and visitor needs, and improve page conversion rates.
By optimizing these two aspects, more keywords in the account will have the opportunity to appear in the top positions of search ads.