How do keywords leverage big accounts? Point 5 is the most important!

During the just-passed Double 11, traffic and conversion were very unstable, right?

It’s almost the end of the year again, and all kinds of mentalities and trends are uncertain, right?

No matter what, the best explanation to yourself is to seize this present moment, do your business in a refined and detailed manner, and analyze each level of the account carefully. Because, the past and the future are unattainable, only by living in the present can we experience the beauty of life.

What I want to explain today is the smallest and most critical point in the account - keywords .

What are keywords, where are keywords displayed, how to classify keywords, how to expand keywords, how to optimize quality, how to match keywords, what are invalid clicks, etc. Please click SEM from Basics to Advanced, 76 tutorials will show you how to play search marketing, I will not go into details here.

The author is used to sorting out the analysis clues, and lists them one by one:

1. Analysis scenario

2. Analysis Tools

3. Analysis method

1

Analysis scenario

The scenario I define here is: under what circumstances should we do keyword-level analysis.

Because any kind of analytical work requires maintaining a balance among our workload, energy, time, and results in order to get the rhythm right and produce results quickly.

In the following cases, it is necessary to conduct a detailed analysis of keywords:

• The account consumption volume is extremely small, and the boss wants to use such a small amount of money to continuously make a splash.

• Account maintenance has been stable and the workload of the responsible person is not saturated.

• The account has large front-end traffic, but the back-end conversion is unfavorable, and the core of the analysis has not been found.

• The account click-to-conversation rate dropped suddenly.

2

Analysis tools

The most commonly used analysis tools are definitely the account background or client .

There are several basic terminology explanations:

① Month-on-month comparison : Sogou Encyclopedia explains that month-on-month comparison refers to the comparison between the current statistical period and the previous statistical period.

The month-on-month growth rate = (current period number - previous period number) / previous period number × 100% reflects how much the current period has grown compared to the previous period.

Statistical knowledge is always so obscure, so just have a basic understanding of it.

If the time period you selected is 2019-11-04 to 2019-11-10

(Figure 1)

The month-on-month comparison is a vertical comparison with the period from 2019-10-28 to 2019-11-03.

If you check the "Compare" button in Figure 1, Figure 2 will be very clear.

(Figure 2)

② Year-on-year comparison: Sogou Encyclopedia explains that year-on-year comparison generally refers to the comparison between the nth month of this year and the nth month of last year. The year-on-year growth rate is mainly intended to eliminate the impact of seasonal changes. Because the time span is large, we will use "year-on-year" when setting monthly and annual goals, and other short-term analysis can basically be ignored.

③ Change : It is the difference between the end and the beginning, that is, the amount after the change minus the amount before the change, which is a difference.

④ Rate of change = (amount after change - amount before change) / amount before change * 100%, which is a percentage.

• Using Excel for basic processing and operation track recording can basically achieve the optimization goal.

• To be more refined, it is necessary to conduct a comprehensive analysis of the data from multiple basic processes to obtain more detailed data.

3

Analysis

As usual, here are the original data (see Figure 4):

(Figure 3)

1. From search terms to keywords (see Figure 4)

• Data processing : Use Excel pivot table to sort the search term consumption column in descending order first, then sort the keyword consumption in descending order, add a “calculated field” to get the cpc, so that the search terms and keywords of the main consumption are clear, and search terms with higher cpc need to be processed first.

• Purpose of analysis : Mainly to see whether the search term consumption is abnormal within a period. For example, the yellow-marked "traditional Chinese medicine skin", a general keyword without any intention, consumed 1,344 yuan in a short period of time, and the CPC reached 21 yuan, which is very exaggerated.

• Handling method : The interference of matching method on the actual conversion effect of keywords is mainly reflected in search terms. Therefore, for plans where the problematic search terms are located, especially high-priced plans, it is necessary to accurately negate or modify the matching method.

(Figure 4)

2. From keywords to search terms (see Figure 5)

• Data processing : Same as above, no further details will be given.

• Purpose of analysis : To find randomly matched keywords and take targeted actions. For example, the words marked in yellow such as “foreskin” are totally irrelevant to this department and need to be dealt with immediately.

• Handling method : Adjust the matching method of keywords, or make broad or precise negation of the plan where the keywords are located. In addition, if the consumption of problem search terms under a keyword exceeds 40%, that is, the yellow area is large, then the matching method must be adjusted.

(Figure 5)

3. From planning to search terms (see Figure 6)

• Data processing : Same as above, the only difference is that the problems that arise are divided into two types. One is a very short common word or one that is irrelevant to this department (marked in yellow), and the other is a disease name that is irrelevant to this plan (marked in red).

• Purpose of analysis : To centrally process high-consumption plans or high-average-price plans within a period. For example, from the plan in Figure 6, the consumption ratio of problematic search terms is close to 20%, which is a very prominent problem.

• Handling method : The red-marked words are not sufficiently matched in the landing page or creative of this plan, which will affect the click-through rate and further affect the cost of leads. It depends on the CPC situation. If the CPC is too high, it needs to be widely denied. Common words or unwanted keywords marked in yellow need to be widely or precisely negated to stop losses in time.

(Figure 6)

4. Optimize from the output of keywords (see Figure 7)

• Keyword 4, which has extremely high lead cost, has a high average price and can be reduced in price.

• Keyword 2 with extremely low lead cost, with low average ranking, can be processed with a higher price.

• Keyword 3 with relatively high lead cost has a high average price and can be priced down. The bid is 1.1 and the average click price is 0.76. Based on this gap, the price reduction range can be between 0.8-1 yuan.

(Figure 7)

5. Important details

All adjustments require the use of Excel reports to record operation traces for future review . (See Figure 8)

Insert a piece of information:

Kipchoge, the man with the best endurance in running on earth, has broken the 2-hour mark for a full marathon. In terms of hard work, talent and perseverance, I believe we can always find someone who is not inferior to Kipchoge, but he is an athlete who really knows how to train and think deeply.

For more than ten years, Kipchoge has maintained the good habit of recording his training diary every day, and all of them have been preserved to this day. He will fill in the daily training content, physical feedback, training gains, insights and summaries in the training diary.

Account operations without summary and reflection will cause semer to fall into numb daily repetition, but recording the operation track will change your behavior pattern and then change your thinking pattern.

Recording rules:

It includes several dimensions—bid, matching method, reason for adjustment, plan to be adjusted, tracking date and notes.

Plan to be adjusted: refers to the work tasks to be adjusted that are large at the time of current recording and cannot be adjusted immediately, and need to be adjusted at other appropriate times.

Purpose of recording:

• Make a pros and cons judgement on the adjustment plan and visually indicate whether the adjustment method is effective. If it doesn’t work, you need to continue to optimize it. If it works, it can quickly become your own experience, and accumulate over time and become a kind of wisdom.

• Helps to have a clearer and more intuitive understanding of Baidu’s traffic and matching mechanism;

• Make a complete record of the inspirations and ideas generated during the analysis to facilitate continuous optimization of the account.

(Figure 8)

6. The impact of CPC on conversion costs (see Figure 9)

On November 2, the total number of clicks was 8,401, with a CPC of 3.24 yuan, which was only 0.22 yuan higher than the day before.

Because the click base is large, 8401*0.22=1848, the increase of 1848 yuan is actually directly caused by 0.22 yuan.

The cost of leads also directly increased by 200 yuan due to the increase of 20 cents.

Therefore, when the account has thousands or tens of thousands of clicks, it is necessary to be extremely sensitive in controlling the average price of keywords.

(Figure 9)

In conclusion:

All the above analysis is based on the author’s daily life. Sometimes, when you encounter various problems, you will feel very upset and feel that you are doomed. But then I thought again, this is clearly a gift from God, because it can become material for my writing. I am happy to solve the problem, and then quickly type it out to share with you who have read to the end of the article.

So, if you look at things from different angles, your world will be different. Do you agree?