论坛 › 天涯娱乐 › 百度搜索推广，关键词匹配升级4大要点分享！

fny5jt9 发表于 2024-7-9 12:20:53

百度搜索推广，关键词匹配升级4大要点分享！

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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">行业社群&nbsp;|&nbsp;<strong style="color: blue;">课程学习</strong>&nbsp;|&nbsp;<strong style="color: blue;">资源对接</strong>&nbsp;|&nbsp;<strong style="color: blue;">求职招聘</strong></span></strong></span></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">加艾奇小怪兽<span style="color: black;">微X</span>：</strong></span></strong></span><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;">ideasem</strong></strong></span></p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新年伊始，万象更新！<span style="color: black;">近期</span>，百度搜索推广对<span style="color: black;">重要</span>词匹配进行了全面的整合优化升级。过去，百度搜索推广的“5种匹配＋2个开关”是业界匹配方式数量最多的一家，操作却<span style="color: black;">亦</span>相对<span style="color: black;">繁杂</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2019年下半年，百度搜索推广<span style="color: black;">起步</span>了“丘比特项目”，将原有的“5种匹配+2个开关”模式精简为业界通行的<strong style="color: blue;">“3+1”匹配模式</strong>。“3+1匹配模式”指的是<strong style="color: blue;">智能匹配、短语匹配和精确匹配</strong>。其中，智能匹配<span style="color: black;">包括</span>两个子类型——<strong style="color: blue;">智能匹配-核心词</strong>和<strong style="color: blue;">普通的智能匹配</strong>。升级后，整体分层的规则更为清晰，理解更简单，并与国内外主流平台规则一致。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">自2019年11月<span style="color: black;">起步</span>试点以后，已有不少<span style="color: black;">宣传</span>主开始优先试用。在新的匹配方式下，只<span style="color: black;">必须</span>记住精确、短语和智能三种类型的<span style="color: black;">制品</span>概念规则，便<span style="color: black;">能够</span>灵活运用，在流量与效果的<span style="color: black;">调节</span>中游刃有余。</span></p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">图：旧匹配VS新匹配</span></p><span style="color: black;"><span style="color: black;">日前</span>，百度新匹配模式<span style="color: black;">已然</span>全面正式上线。针对新的规则，艾奇菌<span style="color: black;">已然</span>帮<span style="color: black;">大众</span>划好了重点。各位优化师请查收！</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>精</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">确匹配与短语匹配的概念更清晰，和国内外主流搜索<span style="color: black;">宣传</span>引擎<span style="color: black;">同样</span>，强调</span><span style="color: black;">规则可循：</span></span></strong></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、精确匹配<span style="color: black;">保证</span><span style="color: black;">宣传</span>主提交的<span style="color: black;">重要</span>词及<span style="color: black;">重要</span>词的同义变体与用户的搜索保持整体精确一致；</span></span></p><span style="color: black;"><span style="color: black;">2、短语匹配<span style="color: black;">保证</span><span style="color: black;">宣传</span>主提交的<span style="color: black;">重要</span>词或<span style="color: black;">重要</span>词的同义变体（<span style="color: black;">包含</span>同义的词语<span style="color: black;">次序</span>变换），会被整体<span style="color: black;">包括</span>在用户搜索词中，<span style="color: black;">亦</span><span style="color: black;">便是</span>说<span style="color: black;">重要</span>词是搜索词中的一个短语片段。</span></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>被业界<span style="color: black;">广泛</span></span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">叫作</span>为“小广泛”的“短语核心”，在这次升级中归入“智能匹配”。</span></span></strong></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;">百度搜索推广计划中的“短语核心”在升级后，匹配模式会<span style="color: black;">表示</span>为“智能匹配-核心词“。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">划重点：</span><span style="color: black;"><span style="color: black;">为何</span>短语核心<span style="color: black;">再也不</span><span style="color: black;">做为</span>“短语匹配”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;"><span style="color: black;">由于</span>短语匹配的规则<span style="color: black;">必须</span><span style="color: black;">保证</span><span style="color: black;">重要</span>词（及其同义变体）整体被<span style="color: black;">包括</span>在搜索词中，而过去的“短语核心”其实仅仅<span style="color: black;">保证</span><span style="color: black;">重要</span>词中的一部分核心词（及其同义变体）被<span style="color: black;">包括</span>在搜索词中。在国内外竞品中，这种非整体<span style="color: black;">包括</span>的匹配方式都是<span style="color: black;">做为</span>带有修饰限定的广泛匹配，用来<span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主探索<span style="color: black;">海量</span>流量的<span style="color: black;">同期</span><span style="color: black;">保证</span>核心意图<span style="color: black;">关联</span>。<span style="color: black;">这次</span>升级后，账户里原“短语核心匹配”<span style="color: black;">重要</span>词仍能正常投放，继续发挥它<span style="color: black;">捕捉</span>流量且<span style="color: black;">保证</span>核心意图<span style="color: black;">关联</span>的<span style="color: black;">特殊</span>。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再次划重点：</span><span style="color: black;">新匹配推出了一个新功能，优化师<span style="color: black;">能够</span>手动圈出核心词</span><span style="color: black;">，过去短语核心的核心词<span style="color: black;">是由于</span><span style="color: black;">设备</span>学习的智能模型来识别，优化师<span style="color: black;">没</span>法<span style="color: black;">干涉</span>智能模型识别出<span style="color: black;">那些</span>核心词。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三次划重点：</span><span style="color: black;">手动圈的核心词<span style="color: black;">不可</span>太长，百度规定手动圈选的核心词长度不可超过5个汉字</span><span style="color: black;">，太长的核心词会制约智能匹配探索流量的能力，<span style="color: black;">倘若</span>实在只能圈出较长的核心词，<span style="color: black;">意见</span>直接把这个词以稍高的出价购买为短语匹配类型。</span></p><span style="color: black;">场景举例：小明的系统切换了新匹配后，账户中<span style="color: black;">忽然</span>凭空<span style="color: black;">显现</span>3000多个智能核心<span style="color: black;">重要</span>词。<span style="color: black;">时期</span>他<span style="color: black;">无</span>做任何操作。后经调查<span style="color: black;">发掘</span>，原来那3000多个智能核心<span style="color: black;">重要</span>词，<span style="color: black;">便是</span>是原系统账户中的“短语匹配-核心<span style="color: black;">包括</span>”的<span style="color: black;">重要</span>词。只是<span style="color: black;">由于</span>升级，<span style="color: black;">因此</span>类目名<span style="color: black;">叫作</span>由“短语匹配-核心<span style="color: black;">包括</span>”变<span style="color: black;">成为了</span>“智能匹配-核心”。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>匹配定义</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">虽然进行了整合，但匹配方式之间的层级关系并<span style="color: black;">无</span>改变。</span></span></strong></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;">划重点：</span><span style="color: black;">若账户中的<span style="color: black;">重要</span>词设置为精确匹配，可被精确匹配触发；若账户中的<span style="color: black;">重要</span>词设置为短语匹配，可被精确触发，短语触发；若账户中设定的是原“短语核心”<span style="color: black;">亦</span><span style="color: black;">便是</span><span style="color: black;">此刻</span>的“智能匹配-核心词”，升级后会<span style="color: black;">能够</span>被精确触发、短语触发、和&nbsp;“智能匹配-核心词”触发，若账户中设定的是原“广泛匹配”，则有可能被所有触发类型触发。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再次划难点（难度附加题）：</span><span style="color: black;">优化师还<span style="color: black;">必须</span><span style="color: black;">重视</span><span style="color: black;">检测</span>匹配拓展开关</span><span style="color: black;">，其中<span style="color: black;">包含</span>“<span style="color: black;">目的</span>追投”，“人群智投”和“oCPC二阶自动定向”三项</span><span style="color: black;">，这些匹配设置开关开启后，等于授权系统<span style="color: black;">按照</span><span style="color: black;">目的</span>人群和转化模型的智能判定将“精确匹配”和“短语匹配”<span style="color: black;">重要</span>词模式拓展到“智能匹配”。当系统智能预测某个搜索用户<span style="color: black;">拥有</span>较高转化可能时，“精确匹配”和“短语匹配”<span style="color: black;">重要</span>词<span style="color: black;">亦</span><span style="color: black;">能够</span>被触发为“智能匹配”。在搜索词报表中，<span style="color: black;">能够</span>看到这些搜索词的触发模式为“智能匹配-<span style="color: black;">目的</span>追投“，智能匹配-人群智投”，“智能匹配-oCPC”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">场景举例：切换系统后，小明在账户中将<span style="color: black;">重要</span>词匹配方式设置<span style="color: black;">成为了</span>“智能匹配”，最后他<span style="color: black;">得到</span>了“智能匹配、短语匹配和精确匹配”三种触发模式。这是<span style="color: black;">由于</span>大的触发模式<span style="color: black;">能够</span><span style="color: black;">包括</span>小的，<span style="color: black;">然则</span>小的<span style="color: black;">不可</span><span style="color: black;">包括</span>大的。如下图所示。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIFX12Y5aRy91nib5LkV2Cu6xl6LmvBKFLrIeRnMvichzQUNuPFIHNticJAG60ic0Q1UbKBxhZXcxwe6Ug/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4、</span>友情提</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">醒各位优化师小伙伴，</span><span style="color: black;">一</span></span></strong><span style="color: black;"><span style="color: black;">定要善用搜索词报表。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在百度搜索一站式平台</span><span style="color: black;">（www2.baidu.com)<span style="color: black;">供给</span>的搜索词报告中，&nbsp;“匹配模式”是<span style="color: black;">宣传</span>主设置（购买）的匹配模式，而非<span style="color: black;">重要</span>词<span style="color: black;">实质</span>能触发的方式，这和所购买的匹配方式以及<span style="color: black;">各样</span>拓量</span><span style="color: black;">开关的<span style="color: black;">运用</span>度<span style="color: black;">关联</span>。<span style="color: black;">通常</span><span style="color: black;">来讲</span>，匹配方式越宽泛开启的匹配拓展开关就越多，<span style="color: black;">重要</span>词可能被触发的模式就越多，各位优化师<span style="color: black;">能够</span><span style="color: black;">按照</span><span style="color: black;">详细</span><span style="color: black;">必须</span>灵活配置组合<span style="color: black;">运用</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">场景举例：小明将1个<span style="color: black;">重要</span>词设置为“短语匹配”，<span style="color: black;">那样</span>在搜索词报告中他<span style="color: black;">能够</span>看到“精确匹配”触发，<span style="color: black;">亦</span><span style="color: black;">能够</span>看到&nbsp;“短语匹配”&nbsp;触发。<span style="color: black;">倘若</span>开启了”oCPC二阶自动定向“，还会在报告中看到“智能匹配-oCPC”触发。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后一次划重点：</span><span style="color: black;">搜索词报告中的“<span style="color: black;">重要</span>词匹配模式”<span style="color: black;">表示</span>的是当前<span style="color: black;">重要</span>词购买匹配类型，优化师可能会多次<span style="color: black;">调节</span>匹配模式，触发方式是<span style="color: black;">按照</span>当时设定的购买匹配模式<span style="color: black;">出现</span>的。</span><span style="color: black;">当然，即使多次修改匹配模式，历史消费记录<span style="color: black;">亦</span>不会丢失。<span style="color: black;">能够</span>结合历史操作记录，<span style="color: black;">运用</span>“细分触发模式”来看历史消费数据。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">场景举例：小明为了追求更好的效果，<span style="color: black;">因此</span>在一天之中，一个<span style="color: black;">重要</span>词早中晚各修改过一次匹配模式。某个<span style="color: black;">重要</span>词上午被设置为智能匹配，<span style="color: black;">夜晚</span>8点时候被修改为精确匹配。当他<span style="color: black;">夜晚</span>10点查看搜索词报告时，<span style="color: black;">运用</span>匹配模式筛选，<span style="color: black;">发掘</span>精确匹配<span style="color: black;">重要</span>词的细分触发中<span style="color: black;">显现</span>了智能匹配，<span style="color: black;">因此</span>非常疑惑。他结合历史操作记录，才想起8点时修改了这个<span style="color: black;">重要</span>词的匹配模式。频繁的修改会让筛选变得很<span style="color: black;">繁杂</span>，系统知会<span style="color: black;">保存</span>最新修改的匹配模式状态，过去的历史消费<span style="color: black;">能够</span><span style="color: black;">经过</span>筛选细分触发模式中查看——<span style="color: black;">重视</span>：历史消费细分触发模式总是遵循当时的匹配模式设定。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搜索推广发展了10余年，如今百度搜索<span style="color: black;">宣传</span>正式宣告回归三种主流匹配模式，并与国内外主流平台规则保持一致。这一点<span style="color: black;">针对</span>SEM老玩家<span style="color: black;">来讲</span>是回家的感觉了。<span style="color: black;">同期</span>这<span style="color: black;">针对</span>百度搜索<span style="color: black;">宣传</span><span style="color: black;">来讲</span>，<span style="color: black;">亦</span>是一个更好更新的<span style="color: black;">起始</span>。新匹配上线后，想必还会<span style="color: black;">非常多</span>有<span style="color: black;">必须</span>优化迭代的<span style="color: black;">地区</span>，欢迎各位老<span style="color: black;">伴侣</span>和新<span style="color: black;">伴侣</span>，随时留言交流，让<span style="color: black;">咱们</span><span style="color: black;">一块</span>把搜索<span style="color: black;">宣传</span>变的越来越好。</span></p><span style="color: black;">最后，<span style="color: black;">博主</span>再强调一次，四个要点牢记心，搜索推广没难事！</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">▼ 行业热文<span style="color: black;">举荐</span>&nbsp;▼</span></strong></p>
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听听海 发表于 2024-8-31 19:24:45

你的话语如春风拂面，让我心生暖意。

m5k1umn 发表于 2024-10-22 06:24:35

对于这个问题，我有不同的看法...

4zhvml8 发表于 2024-11-2 15:50:48

请问、你好、求解、谁知道等。

查看完整版本: 百度搜索推广，关键词匹配升级4大要点分享！