Case analysis of search promotion in local life service industry!

This article shares with you a search promotion case in the local life service industry that I have actually implemented.

The local life service industry (moving, car rental, and document processing) is a typical people's livelihood industry, and customers are extremely sensitive to price. This causes customers to be very sensitive to costs. If the costs are slightly higher, there will be no money to be made. If the costs are too high, they cannot afford the money and have to give up on bidding promotions.

Local life services basically make money by making the difference in service prices to survive, and the profit itself is razor-thin. For example, moving costs 1,000 yuan, and you need to drive a small truck and have two people (the driver works part-time).

Quote 1000 = labor cost (500) + fixed cost (200) + advertising cost (100) + profit (200)

In the end, I found out that I charged 1,000 yuan for one order and made 200 yuan. Customers also asked around for prices, and I would choose whichever company offered the cheapest service.

The bidding cost exceeds 300 yuan, and customers will lose money even if they invest "people, money and materials". How to reduce the CPA cost has become a major blow to SEM.

The following is an example of the moving industry:

For moving services, the decision-making cycle of customers is short and the customer demand is strong, so there is not much difference in service level. Basically, the customer finds you, makes a phone call for a quote, and if the price is reasonable, the customer will decide to cooperate immediately.

(Business flow of moving industry)

For SEMers, this feature does not require high requirements for landing pages and customer service. The key is to use precise keywords to avoid controlling invalid traffic costs. How to do it specifically?

1. The account structure changes from the business side to the demand side

(Account structure diagram of moving industry)

Traditional SEMers build accounts from the business end of the industry, while local life services must build accounts from the user demand end and use keywords to define the strength of demand.

2. Distinguish the degree of keyword intent and classify it

(Keyword Intent Level)

（Keyword classification）

Words with high intentionality can be classified as key words, words with medium intentionality can be classified as core words , and words with multiple intentions can be classified as common words .

3. Keyword Planning Master queries key word traffic and blocks non-business area traffic

Key word traffic (Source: Keyword Planning Master)

After investigation, it was found that the demand for moving in Panyu, Guangzhou is very large, while the demand for moving in Tianhe District and Baiyun District is relatively small. Therefore, Panyu will be promoted as a key market.

Note: Panyu is not in the central area of ​​Guangzhou. It is a more remote area and a bit more "rural". There are many urban villages and tenants, and there is a great demand for moving.

If you are a moving company that only does business in Tianhe District, you need to block the traffic from Panyu (keyword setting, negative words)

4. Adjust consumption and ranking strategies

（Percentage of WISE/PC searches）

Key words distinguished according to the intensity of intention can be used as the focus of promotion. The 80/20 model can be applied, and consumption can be monitored at all times to see if it is normal. According to the data of the accounts we manage, the current CPA in this industry is approximately between 40-100.

Basically 90% of the traffic for moving services is on the wise end, and the only chance for mobile phone ranking is on the first screen . The key words must be in the top two, the core words in the top three, and the common words in the first screen.

Customers find you through mobile phone searches, and most of them contact you by phone for quotes, so your online traffic generation task is completed.

In short, the local service industry has extremely high cost requirements and generally has low budgets (between 200-800). It is necessary to increase investment through precise keywords, reduce the consumption of non-precise words, and rank on the first screen in order to fundamentally reduce CPA and achieve a win-win situation.

The above is the case sharing of this case.

Author: Ai Qi bacteria

Source: Aichisem