Question: When searching for my own brand terms, peer advertisements appear on the search results, but the creativity is not popular. what is the reason?
Answer: ① The system matches the reasons or peers add brand words for placement, but there is no wildcard in the creative, and the brand name is not reflected in the creative content, so the creative will not become popular.
② If you want to avoid this situation, you can contact your peers or provide feedback to customer service, or you can provide customer service with a trademark certificate or trademark authorization letter for trademark protection. Once you join the trademark protection whitelist, peers will not be able to promote your brand words, and the system will automatically block them to protect your exclusive brand.
Q: Why is Sogou’s keyword status audit normal but the wildcard characters are not displayed differently?
Answer: ① First check whether the length of the keyword in the wildcard matches the promotion group.
Recommendation: The longest keyword in the promotion group should be inserted into the wildcard to ensure that the displayed creative description becomes popular smoothly and the wildcard content is fully displayed.
② Secondly, you need to carefully check the status of keywords. As shown in the figure below, the keyword status display is normal with a question mark, indicating that the keyword should not be inserted back into the display, because after the keyword is replaced with a wildcard character, it triggers a prohibition message with the creative content, resulting in the keyword cannot be replaced with a wildcard character.
Suggestion: Modify the matched creative content and resubmit for keyword review.
Q: In addition to the keywords we want, Sogou Plan and the promotion team have added the same negative keywords. is it necessary?
Answer: No need to add them all.
① We know that Sogou promotion accounts are currently divided according to consumption, and the number of negative words is limited. If the negative words are in this plan layer, there may be multiple promotion groups, so it is recommended to It is placed at the planning level.
② On the contrary, if the negative word is only targeted at a certain promotion group and will only appear in this promotion group, it is recommended to place it at the promotion group level. After all, the number of negative words is limited. Clearing the position of a negative word can block other negative words that have nothing to do with the business and improve the relevance of the search terms.
Q: The keyword bid is very high, but the promotion performance has never been ranked or the ranking has not been improved, and there is no way to adjust the account. What should I do?
Answer: ① First check whether the account status, keyword status, and creative status are normal. Whether the material is in a state of failed review. The display of keywords requires that the keywords, creative ideas, and URLs are all in a state of passing review before it can be displayed normally. On the contrary, if the review fails, it cannot be displayed.
②Personalized display: Just because you can’t see it doesn’t mean that others can’t see it. The system will push display ads based on the user’s personal search habits and historical behavior, so each user’s search display results will be different. Even some ads will not be displayed. If no clicks are generated due to multiple searches, the system will intelligently determine that the ad has no meaning in pushing. It is recommended to clear the browser history and search again.
③Low quality: We know that keyword display needs to consider bidding and quality. The level of quality will also affect the ranking of keywords. Under the same bidding conditions, the lower the quality, the lower the probability of keyword display. If there is a quality problem, it is recommended to adjust the matching method for a period of time to expand traffic and improve quality. If long-term suspension results in low quality, duplicate keywords need to be deleted.
Q: There are many duplicate keywords in the account, but different plans, different groups, and the same keyword bidding will have different effects?
Answer: ①First, consider the actual delivery effect of the account.
② Do different conversion tracking to see if there are only consumption but not conversion keywords. These keywords are of little significance and will also cause internal friction, cause unnecessary cost losses, and are not conducive to promotion, so it is necessary Delete keywords based on account performance to ensure healthy delivery of the account.
③From the perspective of delivery strategy.
Suggestion: Different strategies should be used for repeated words. High-priced words can accurately grab rankings and convert customers. Low-priced words can widely expand traffic and grab online fish. Grab potential customers in multiple directions to maximize the effect.