Baidu promotion case of Mei Nian Da Health

Marketing background Meida Health is a brand of Meidian Health Industry (Group) Co., Ltd.. It is the key development field of China professional health care service group, tourism industry, first, medical service. The domestic medical industry has long been a situation in which Aikang and Meinian Health Ruici compete for hegemony. With the development of the epidemic, it can be predicted that public health will increase in the future, the demand for preventive medical care and healthy weddings will appear, and the demand of the medical industry will be stimulated. The increasingly fierce debate is more like a challenge to customers. At present, Baidu mainly invests in search and promotion, while official website and JD.COM Tmall mainly take orders, without forming a closed-loop ordering process of Baidu's ecological payment. The marketing time is too long, which leads to the marginal conversion of users. At the same time, due to the lack of professional technical support API access, it is impossible to realize the CPC delivery mode and monitor the data. The theme of CPC mode and CPC intelligent mode has no advantage in showing PK, and American Health urgently needs to optimize accounts and improve ROI. Marketing target 1. Portrait imitation: imitate the prototype and promote infectious marketing; 2. Increase the online order volume: complete the closed loop of online transaction and place an order with one button; 3. Improve the quality of wisdom: conduct oCPC publicity to improve wisdom and efficiency. Marketing Planning The catering packages sold in the United States are mainly aimed at consumers. The middle-aged and elderly groups and comprehensive groups with various senile diseases and frequent daily necessities are at a high level of over 25 and over 65, and most of them are over 45, and consumption levels occur. Through the experience and exploration of the user's behavior path, we can find out the different needs and pain points of users at different consumption stages when purchasing the package, and locate the core problems and opportunities. Search stage: search for keywords to effectively expand product browsing stage: improve the user experience of product landing page, ordering and after-sales; improve the convenience of ordering and after-sales and the security of account information; combine the needs and marketing objectives of users in different consumption stages, take "basic wooden fish marketing page+e-commerce components +oPC" as a healthy online mall in the United States, open up the closed loop of payment, and the effect transformation runs through. 1. Muyu marketing page: antenna marketing to increase the conversion amount. The information level of Muyu page is clear: reduce useless levels, such as navigation and product function introduction. Hierarchical, divided into the main map and health care products echelon. Real estate bulletin board information: use nodes to create new active copy, remove useless content, increase activity, and increase regional button jump. Product module is clear: after the navigation bar, click the module area to extract product keywords to attract customers. Visual unity: the overall unified color system will push the activity to a climax, and at the same time use visual expression to open the module level. (Basic Muyu Spring Festival (node) page display) (Basic Muyu resurrection season era display) Compared with before and after optimization, the information level is more concise, the visual communication of the main banner is high, and the overall vision is more unified. 2. Basic wooden fish e-commerce components, build a closed loop, and analyze and solve puzzles. It is easier to realize the closed-loop ordering experience by using the base Muyu e-commerce component, and make full use of the user's funds retention to enhance the interactive experience between advertisers and users. Using the e-commerce components of basic wooden fish to realize direct purchase of products; Optimize the experience process of browsing goods, paying goods and refunding; Realize the closed loop of performance e-commerce payment. 3.oCPC promotion: surface optimization, cost reduction, oCPC promotion, increase front-end optimization, environmental optimization segmentation, refer to CPA with reasonable return on investment, establish package, promote transformation value with model, and adopt zero model. Search promotion idea: 1. It is a common phenomenon that the schemes are clearly classified and the words rarely overlap. 2. It is suggested to make plans and carry out activities for specific groups, except for prohibition. 3. Ultimately, medical packages need to be purchased by netizens through the nearest channels, vigorously promote brand-listed institutions, and retail and wholesale nationwide to increase the purchase rate. 4. Bidding modes such as CPC, eCPC and oCPC shall be adopted as required. Ensure the stability of the effect. 5. After the account is stable, it is suggested to start the automatic expansion of oCPC or refer to the recommended new words to improve the marketing effect of the optimization center. Before check-in: basic wooden fish promotion in March, no consulting materials before March; Without effect monitoring, the effect cannot be optimized; After check-in: 10% optimized consultation and promotion, consultation volume and order volume gradually increased, consultation cost slowed down by 25%, and full-view monitoring was realized.