Case | Super practical account optimization strategy for the decoration industry

This article shares with you the super practical account optimization strategies of benchmark advertisers in the decoration industry for your reference.

Background

Main business: decoration service platform

Coverage area: basically covers the whole country (except Hong Kong, Macao and Taiwan)

The main delivery device is mobile

Account setup

1. Planning

Mainly set up plans based on region, brand, competitor, long-tail keywords, specific month activities, etc.

2. Unit

Classification based on parts of speech, such as price words, real estate words, general words, etc.

3. Keywords

In addition to major categories such as budget, quotation, decoration style, and brand words, you can also refer to your peers when choosing keywords.

It should be noted that some keywords have high traffic but low conversion rates, such as keywords such as "various types of decoration renderings". Picture keywords have always been high-traffic words in the home improvement industry, but the basic conversion rate is relatively low, so you need to bid and place them carefully (but channels such as Shenma may need such words to expand traffic). Keywords such as "background wall" and "TV wall" are similar, so most of the time we place such words at the lowest bid, and sometimes we don't even place them.

Specific room-related keywords may result in member merchants being unwilling to accept orders. For example, merchants often do not accept smaller-scale businesses such as "toilet decoration", "bedroom decoration", and "entrance decoration", so they must be placed selectively.

4. Creativity

Based on the pain points of consumers, the creativity highlights features such as "saving money", "service transparency", "creative decoration", and "improving space utilization".

For example, "Reliable {decoration company} provides free budget, transparent and no additional items, so you don't waste money", "Creative decoration, clever use of space and more than 10 square meters", "Decoration saves money and decorates the house well, refuses decoration traps, prevents tricks, and provides transparent quotes"

5. Landing Page

In terms of landing pages, form submission types are the main type. In terms of content, most channels mainly use quotation calculators, and Toutiao mainly uses discount package content. Because at that time, package pages were an emerging landing page direction, the test results on Baidu, Sogou and Shenma channels were very poor, but the results of Toutiao products were very good. This is probably related to the differences in audiences of different channels, but you should pay more attention to collecting the landing pages of your peers and observe changes in your peers.

Promotion strategy

Off-season and peak-season strategies:

September and October are the peak seasons for the industry. During the Chinese New Year, you can lower the price of most keywords for placement. Generally, the number of numbers during the Chinese New Year is the largest and the cost is the lowest throughout the year, but the conversion rate is also relatively low.

Pay more attention to search term reports, because there will be some unexpected new hot search terms, such as keywords such as decoration feng shui, which have high traffic and good conversion rate in a certain period of time.

Ranking strategy:

Generally, the company's brand word is guaranteed to be in the first place, and the rest depends on the specific situation. For example, if there is a serious shortage of orders in a certain area, the focus will be on improving the ranking of that region, and the budget and promotion period will be dynamically adjusted. For cities with a shortage of orders, it is also necessary to explore more long-tail keywords, pay attention to the sale of new local properties, and follow up on the updates of property-related keywords in a timely manner.

Conversion data

Under normal circumstances, the effective conversion rate is generally 25%, the number cost is around 45-55, and the effective number cost is generally around 250. The headlines will be lower, between 200-250. Night and weekends are the key delivery periods, and the time period coefficient can be adjusted appropriately.

The above is the account optimization strategy for the decoration industry shared this time for advertisers’ reference.

author: Junior Sister

Source: Aichisem