百度竞价SEM账户大搜推广点击出价7大问题，米可网络专业解答分析
<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;">1：百度竞价SEM账户<span style="color: black;">倘若</span>计划层级，单元层级，关键词都填写了出价，<span style="color: black;">实质</span>以哪个出价<span style="color: black;">做为</span><span style="color: black;">基本</span>出价？</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;">回答：</span></strong><span style="color: black;">点击出价下的CPC出价和<span style="color: black;">加强</span>模式，均需填写计划出价。</span></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当计划内的关键词和单元未设置出价时，会<span style="color: black;">运用</span>计划设置的出价进行竞价。</span></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 style="color: black;">倘若</span><span style="color: black;">同期</span>设置了计划，单元和关键词出价，点击出价方式（无论<span style="color: black;">是不是</span>开启<span style="color: black;">加强</span>模式）下，推广计划在竞价时参照的是最细粒度——关键 词出价，进行<span style="color: black;">实质</span>的点击出价。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ae62ea9a14ff444485d23077937b7e9c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723692916&x-signature=pnkw8xkEAEUiu6owa9U7Gzpdars%3D" style="width: 50%; margin-bottom: 20px;"></div>
<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;">2：百度竞价SEM账户<span style="color: black;">加强</span>模式下，地域，时段，人群等出价系数<span style="color: black;">是不是</span>生效？</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;">回答：</span></strong><span style="color: black;">在<span style="color: black;">加强</span>模式下，所设置的推广计划时段、地域和人群出价系数依然生效，这些出价系数表达了对<span style="color: black;">区别</span>地域、时段、人群规则下的价值 判断。</span></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;">加强</span>模式会参考<span style="color: black;">实质</span>点击出价设置，为关键词匹配到的每一次搜索流量动态<span style="color: black;">调节</span>出价。关键词的出价优先于单元和计划上设置的出价。</span></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;">3：百度竞价SEM<span style="color: black;">加强</span>模式下，还<span style="color: black;">必须</span>参考最低展现价格吗？</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;">回答：</span></strong><span style="color: black;"><span style="color: black;">必须</span>。<span style="color: black;">加强</span>模式下的关键词<span style="color: black;">基本</span>出价<span style="color: black;">一样</span><span style="color: black;">必须</span>参考最低展现价格，否则的展现可能会受限，<span style="color: black;">亦</span><span style="color: black;">没法</span>正常应用<span style="color: black;">加强</span>模式能力。</span></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;">4：账户关键词出价高于<span style="color: black;">指点</span>价，<span style="color: black;">是不是</span><span style="color: black;">能够</span>将出价下调至<span style="color: black;">指点</span>价？</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;">回答：</span></strong><span style="color: black;">当推广计划尚未<span style="color: black;">运用</span><span style="color: black;">或</span>尚未进入<span style="color: black;">目的</span>转化成本出价模式时，保持重点关键词（尤其是账户内购买的精确匹配关键词）出价高于<span style="color: black;">指点</span>价，有助于关键词<span style="color: black;">宣传</span><span style="color: black;">得到</span>较好的展现位置。</span></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;">倘若</span>出价<span style="color: black;">小于</span><span style="color: black;">指点</span>价，<span style="color: black;">宣传</span>有可能仍会正常展示，但不太可能会出<span style="color: black;">此刻</span>搜索结果上方位，从而限制<span style="color: black;">宣传</span>被<span style="color: black;">目的</span>用户看到、并点击的概率，因此限制了所能<span style="color: black;">得到</span>的流量。</span></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;">5: <span style="color: black;">加强</span>模式下，系统是<span style="color: black;">怎样</span>确<span style="color: black;">选定</span>击出价的？<span style="color: black;">为何</span>我的出价会<span style="color: black;">显现</span>波动？</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;">回答：</span></strong><span style="color: black;"><span style="color: black;">加强</span>模式下，关键词所设置的点击出价，依然很大程度上决定着<span style="color: black;">宣传</span><span style="color: black;">是不是</span>能够得到充分的展现（胜出竞价）。</span></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;">在<span style="color: black;">都数</span><span style="color: black;">状况</span>下<span style="color: black;">实质</span>点击成本不会超过设定出价的20%, 在竞争激烈<span style="color: black;">状况</span>下<span style="color: black;">一般</span><span style="color: black;">亦</span>不会超过设定出价的40%。</span></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;">在点击量较少的时间段中，平均点击成本可能会<span style="color: black;">显现</span>数倍的浮动，<span style="color: black;">能够</span><span style="color: black;">经过</span>优化<span style="color: black;">宣传</span>竞争力（含质量度和出价）来<span style="color: black;">加强</span>点击量，实现点击成本的稳定。 但<span style="color: black;">加强</span>模式的平均点击成本浮动范围远<span style="color: black;">少于</span><span style="color: black;">目的</span>转化成本。</span></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;">6: <span style="color: black;">为何</span>我的关键词出价等于最低展现价格，但仍然无展现？</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;">回答：</span></strong><span style="color: black;">关键词出价等于最低展现价格，只是<span style="color: black;">表率</span>关键词有可能<span style="color: black;">得到</span>展现。请查看关键词状态列，<span style="color: black;">倘若</span>关键词状态是 “展现受限”，鼠标悬停<span style="color: black;">显现</span>的浮窗中，会提示展现受限的<span style="color: black;">详细</span><span style="color: black;">原由</span>，其他展现受限的<span style="color: black;">原由</span><span style="color: black;">包含</span>：关键词审核未<span style="color: black;">经过</span>、<span style="color: black;">宣传</span>质量较差等。</span></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;">倘若</span>关键词状态<span style="color: black;">表示</span>为“有效”，而<span style="color: black;">宣传</span><span style="color: black;">无</span>展现或展现量很少，可能的<span style="color: black;">原由</span><span style="color: black;">包含</span>（但不仅限于）：</span></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）关键词竞争力不足<span style="color: black;">必须</span><span style="color: black;">加强</span>出价或质量，<span style="color: black;">能够</span>查看关键词质量度和关键词<span style="color: black;">指点</span>价来决定下一步优化方向；</span></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）关键词搜索量较少，<span style="color: black;">能够</span>在关键词管理列表的自定义列，<span style="color: black;">选取</span>“<span style="color: black;">是不是</span>低效关键词”<span style="color: black;">认识</span>关键词<span style="color: black;">是不是</span>搜索量极少，关于低效关键词的优化<span style="color: black;">意见</span>，参 考优化中心<span style="color: black;">关联</span>卡片。</span></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;">7: <span style="color: black;">为何</span>我的关键词出价<span style="color: black;">小于</span>最低展现价格，但仍然有展现？</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;">回答：</span></strong><span style="color: black;">当推广计划进入<span style="color: black;">目的</span>转化成本出价模式后，关键词最低展现价格<span style="color: black;">再也不</span>适用，出价将由系统完全托管。</span></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;">在非<span style="color: black;">目的</span>转化成本出价模式下，<span style="color: black;">因为</span>关键词最低展现价格在<span style="color: black;">区别</span>设备上<span style="color: black;">区别</span>，<span style="color: black;">倘若</span>关键词只<span style="color: black;">小于</span>移动端最低展现价格，计算机端<span style="color: black;">能够</span>正常展现，反之<span style="color: black;">也</span>然。</span></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;">另外</span>，<span style="color: black;">因为</span>在百度竞价SEM中<span style="color: black;">实质</span><span style="color: black;">运用</span>的出价=关键词出价*出价系数，出价系数可能<span style="color: black;">能够</span><span style="color: black;">帮忙</span>在一部分流量上<span style="color: black;">实质</span>出价超过了最低展现价格，带来些许<span style="color: black;">宣传</span>展现，但请<span style="color: black;">认识</span>，<span style="color: black;">运用</span>出价系数来<span style="color: black;">选取</span>性超过最低展现价格，可能<span style="color: black;">引起</span>关键词在竞价中整体居于劣势，失去<span style="color: black;">有些</span>符合投放<span style="color: black;">需求</span>的<span style="color: black;">宣传</span>展现机会。<span style="color: black;">意见</span>保持原始出价高于最低展现价格，避免<span style="color: black;">运用</span>过高的出价系数。</span></span></p>
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