What are the commonly used indicators for SEM data analysis? These are the key points to focus on!

During the promotion, there are a lot of data reports and indicators in the account background. Among these, which ones are useful and which ones are useless?

Let’s first talk about some key indicators and indicator analysis that need to be paid attention to:

1. Display

Whether it is search or information flow, display is the first link, and our first priority is to expand the display. But this does not mean that the bigger the display, the better. Ultimately, it still depends on the effect. If your results are not good, it is useless to have a good display. After all, promotion is based on conversion, not exposure. And if you only look at the display, you can intelligently match the entire account. To sum up, pursue high performance, but not excessively.

In addition, the account downloads a data report once a week, and the first few words with high display volume should be paid special attention to see whether the click volume is high and how the match is. If the account has very few impressions, then generally download the report once a week or ten days. For long-tail words with 0 impressions, you can add a little pattern or price to increase the impression.

2. Click

Clicks are different from impressions, the more clicks the better. Only with more clicks can there be conversions. Clicks are a foundation, so increase clicks as much as possible.

3. Click-through rate

Of course a higher click-through rate is better. A high click-through rate means that your ranking and creativity are good, but it does not mean that a high click-through rate will lead to good conversions. Therefore, we cannot absolutely pursue too high click-through rates, everything still depends on the results.

Generally speaking, the click-through rate of Baidu in most industries is between 4% and 6%. Of course, some click-through rates can reach 7% or 8%. Different industries cannot be compared one by one, but we should try to reach an average value.

4. Average price

Of course, we strive for a lower average price, but the lower the average price is not necessarily better, because the lower the average price means the wider your pattern is and the more chaotic the matching will be. Therefore, we should pursue a lower average price. It would be best if the average price is only 70% to 80% of the industry average.

There are two main ways to lower the average price. One is to strictly control the prices of inflated words, and the other is to use a wider model . Now that search traffic is declining, it is generally not recommended to make the matching mode too narrow. It can be moderately wider. This will reduce the average price and expand traffic, which is actually more conducive to the effect. The lower the average price, the more clicks you will get, and the more clicks you get, the greater the improvement in the effect.

5. Consumption

Download a week’s worth of data to see which words have high consumption, and focus on the conversion of these words. If the consumption of a single word is particularly high, then extend the data for this word a little longer, look at the consumption for half a month or a month, and then look at the conversion. Make necessary adjustments to the word.

6. Average ranking

Based on the ranking you display each time, the account will calculate your average ranking. The average ranking is a reference value, not an absolute value. It shows the overall ranking performance of a certain word throughout the day.

We know that Baidu mobile has 4 rankings, but the average ranking in the keyword report will be around 5 or 6. This does not mean that the average ranking value is unreliable, but it means that it is an average value obtained by dividing your multiple rankings.

Generally speaking, the high-intent words in an account should be ranked in the top four. The prices of high-intent words after ranking 4 will be increased, usually by 10% to 20%. The prices of low-intent words in the top two will be reduced by the same amount. If the prices of some good words are very low or the prices of some bad words are very high, you can also adjust the prices significantly.

It should be noted that the average ranking can only be used as a reference, and sometimes it is necessary to adjust it based on your own experience.

7. Real-time data

Real-time data can show your consumption and ranking, as well as your consumption compared with yesterday, which can be viewed in the background.

The role of real-time data for us is that you can control the current consumption trend. If consumption is too fast or too slow, you can control consumption by adjusting the coefficient to prevent the budget from being exceeded too early or not being fully consumed. It is still very important. It is generally recommended that you watch it 2 to 3 times within half an hour.

8. Time-sharing data

The account's time-sharing data should also be looked at. For large accounts, a time period table (also known as an hourly table) is required. Its function is to count your conversions every hour, so that you can know the time periods when your account has good conversions and the time periods when your conversions are poor. Once you have this data, you can set a premium on the time period.

The following are less important data indicators:

1. Click-through rate of thousand impressions and single words

Personally, I don’t pay much attention to it. Of course, these two data indicators are also useful. The thousand times display can show the cost of displaying the word 1,000 times, but because the search is charged by click, this is not very important. The click-through rate of a single word can show the match between the keyword and the creative as well as the ranking.

2. Keyword quality

I personally don’t take it too seriously, but one thing that needs to be made clear is that the higher the quality, the better. The reason why I don’t pay much attention to it is that the quality is sometimes not necessarily very accurate, and improving the quality is also a very abstract thing, so I usually don’t pay much attention to it.

3. Account ranking report

There is an account ranking analysis in the background, which is a statistics of your account ranking, including how much the first ranking accounts for, how much the second ranking accounts for, and how much the third and fourth rankings each account for. This report can reflect the ranking of the account over a period of time.

Our goal is: the second ranking is greater than or equal to the first, greater than the third, and greater than the fourth.

The principle is that ranking first does not necessarily mean good results, second or third place will have better results. Therefore, the second ranking has the highest proportion and is the best, followed by first, third, and then fourth.

The above is the account data. Based on the account data, we can organize our own data, including month-on-month data and work report data.

4. Month-on-month data

The so-called month-on-month data compares the data of two periods and is generally used for account adjustments.

For example, it is February now, and you can take the month-on-month data for the first and second weeks and compare the increase and decrease of various indicators, so that you can formulate an optimization plan for the next week. For example, if the cost in the first week of February is 35 and the cost in the second week is 30, that is a decrease. Based on this, we can analyze other data indicators and the reasons for the decrease. Impressions, clicks, average price, etc. can all be analyzed in this way on a month-on-month basis.

It mainly uses fixed-base comparison or month-on-month comparison of the same indicators or ratios to derive their direction, amount, and magnitude of change in order to perceive the overall trend. This method is rough and simple, reflecting the overall trend of an industry.

The main dimensions to be analyzed include: time period trends, daily trends, weekly trends, monthly trends, seasonal trends... This analysis method is relatively simple, and these trends can usually be grasped through Baidu Index, Baidu Statistics and your own statistical tables. The key is to adjust your advertising strategy based on your own industry and trends at different times.

5. Work report data

There are three aspects of work reports: customer service conversion, promotion conversion and sales conversion . All you need to do here is promotion conversion. Our work report can have many indicators. Here are some of the more important indicators:

Channel placement ratio: consumption in a certain channel/total consumption;

Lead rate: number of numbers received/clicks;

Conversation rate: conversation/click;

Online share: consultations/total leads. An online percentage is designed here because some industries have many sources of leads, including online + forms + telephone + others. Therefore, making an online percentage can help us understand the level of consultation;

Incoming call rate: incoming calls/clicks. This is not too important and can be done or not.

Other indicators include: regional consumption proportion, business consumption proportion, mobile consumption proportion, PC consumption proportion, etc.

Some articles say that this method is also called proportion analysis: it refers to a method of summarizing the same things into several items, calculating the proportion of each component in the total, and analyzing the proportional relationship between the part and the total.

It helps SEMers to quickly grasp the company’s core promotion business, main promotion channels, main promotion regions and other major contributors.

The above are the common indicators of data analysis and their analysis ideas.

Finally, let’s make a summary:

1) Display pursues high display, but it does not mean the higher the better. Everything is based on conversion. Download the report once a week and view it in descending order. For high-impression words, focus on click volume and matching. Long-tail words with no impression can be matched (generally viewed on a half-month basis).

2) The more clicks, the better. Download a weekly report and focus on the top few words in terms of clicks to see if there are any bad spots.

3) The higher the click-through rate, the better. It is recommended to be higher than the industry average.

4) The lower the average price, the better. However, we should pursue a lower average price. A high average price is definitely not acceptable. Generally, 70% to 80% of the industry average price is better.

5) For consumption, focus on high-consumption words;

6) Average ranking is very important. Good words should be ranked in the top three, and average words should be ranked in the top four. The prices of the top-ranked bad words should be lowered. Check the report once a week and follow the 80/20 rule. First look at the consumption, then look at the non-consumption.

7) Real-time consumption data, check two or three times every half an hour to check consumption progress and ranking, and adjust the coefficient ratio in time;

8) Time-sharing report data is mostly used to make time tables. It is useful for large accounts to focus on high-consumption periods, but not very useful for small accounts;

9) The thousand views and single word click rate are generally not very meaningful. The single word click rate can show the display, creativity and ranking of the word, and can optimize the matching and creativity of the word. This can be checked occasionally;

10) Keyword quality is a bit vague, and I don’t take it too seriously. However, if you continuously optimize your account, the quality will go up. As for the quality, generally optimize those that have a low quality but are displayed, and then optimize them to a higher level.

11) Account ranking report: not too important, you can check it occasionally. It can reflect the overall ranking of the words in your account. If the third and fourth rankings account for a high proportion, it means that the overall price of your account is low and you need to increase the price by 10% to 20%;

12) The month-on-month data report is a report calculated based on the account data, which is used for work reporting and reference for subsequent account adjustments. The month-on-month indicators are the above 11 indicators plus conversion;

13) Work report data, indicator items designed by oneself based on account data and conversion data, often used for work report release or reporting. The situation of each company is different, but the design items are similar, that is, the detailed items mentioned above. These indicators are critical analysis points and need to be detailed and accurate.

The above are the commonly used indicators and indicator ideas for data analysis.

Author: Mubibai

Source: Mubibai Internet Marketing