Keyword selection tips for bidding accounts!

SEM account optimization generally refers to the process of adjusting the promotion plan for the purpose of promotion effect. The specific purpose of optimization depends on the customer's promotion purpose, but in the final analysis it can be said to achieve better results with a certain investment and improve the return on investment.

SEM account optimization includes but is not limited to eight major areas: audience analysis, keyword placement, account structure, creative writing, landing page optimization, data tracking, data analysis, and strategy adjustment . Keywords are the core of a bidding account, and keyword optimization is also a topic that many SEMers love to talk about.

Today, I will explain the necessary stages of keyword selection to control.

1. Word search stage

Word search stage: more, wider, and more comprehensive

In the initial stage of account creation, you can use Baidu's backend free tools - keyword planner, search engine drop-down recommendations, and industry group chat recommendations.

During the stable account promotion stage, you can download the keyword data report after generating data to filter and search for words.

The word-finding stage is relatively basic and generally involves using keyword recommendation tools, word expansion tools, and Baidu Index to analyze and find keywords related to the promotion business.

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2. Word selection stage

Simply put: the word selection stage is the stage of formulating account strategies based on keywords. The screening of keywords should refer to factors such as the degree of competition, search volume, strength of purchase intention, etc. of the company's product business. Do not treat them all equally. Account structure, budget control, bidding, and creative formulation should be considered based on these factors.

Choose keywords reasonably . People who search for different keywords have different attributes and needs, and different keywords will cover different groups of people. How to cover core customers, how to cover target customers, how to cover competitors' customers, how to acquire a wider range of customers, at this time it is necessary to adjust the delivery combination of various keywords under the guidance of the stage marketing goals.

3. Word arrangement stage

The word distribution stage can be understood as the adjustment and testing stage. When an account starts to promote, data will be generated. At this time, we can find keywords that can bring us conversions based on the feedback results of the data report. Then find the best ratio by controlling the keyword traffic.

For example: There are 20 keywords that can bring us conversions, and the conversion rates and conversion costs of these 20 keywords are also different. Reduce the traffic of words A, B, and C, increase the traffic of words D, E, and F, and then use the data to determine if the effect has improved. At the same time, add relevant words and adjust matching and bidding operations to achieve the best promotion effect.

4. Word Control Stage

When it reaches the control word, it means that the account has reached a stable stage. Due to external factors such as competitor challenges, system algorithm upgrades, industry rules, etc., the conversion rate will be unstable. This stage mainly monitors the traffic changes of key keywords and makes corresponding adjustments.

Special reminder: Be sure to pay attention to traffic changes.

Summarize

The criteria for judging the effectiveness of account promotion can be summarized into the following five directions for reference:

Number of effective keywords : reflects the coverage of potential target customer groups

The number of clicks on key keywords : reflects the number of people who ultimately consulted

Keyword quality : represents the average cost of keywords and the quality of promotion display

The quantity and quality of creatives : increase click-through rate and attract users’ attention

Account structure : Reduce optimization difficulty and make it easier to find problems

Finally, SEM optimization techniques need to keep pace with the times and keep pace with the times; and SEM optimization is a long process with a long way to go. Today, the editor will take you through the four stages of keyword optimization , hoping to help you. Let us work together in this learning process!

The above is today’s content sharing, I hope it will be helpful to you.

Author: Little Sun

Source: Baidu Industry Exchange