Tips for setting up advertising and promotion accounts!

Friends who have done SEM know that account building in the early stage of promotion is crucial. However, there are still many novices who design the account structure completely differently when they take over a new account, which directly makes it extremely difficult to carry out subsequent optimization work.

So the question is: How can we design a healthy account structure? Before answering this question, we first need to understand what account structure is being built?

Baidu's account structure can be divided into four levels, from top to bottom: account level, promotion plan, promotion unit, and the unit includes keywords and promotion ideas.

A clear and reasonable account structure is the key to helping companies control traffic and optimize results. So what dimensions should we follow when building an account structure to greatly increase our efficiency?

1. Five ideas for account building

Promotion plan level - division ideas:

1. Purchase stage dimension

The purchase stage dimension can also be called the demand dimension. Behind each keyword represents a demand. According to the strength of the demand, three purchase stages can be divided.

Phase 1: Problem Discovery

When users have a certain demand, they will actively collect information related to the demand. If a user wants to decorate his house, he will search for keywords such as what decoration brands are available and what issues need to be paid attention to during decoration.

Phase 2: Seeking solutions

After users obtain the information they want, they will look for solutions. For example, after users obtain basic information about decoration, they will look for solutions and search for keywords such as how much it costs to decorate a 100-square-meter house and Nordic design style.

Stage 3: Purchase decision stage

The user has decided to buy, but is still a little hesitant. At this time, he will compare prices from different stores and evaluate the reputation and strength of the companies. For example, users will search for keywords such as which decoration company has the best cost-effectiveness and what is the quality of xx decoration company.

2. Product Dimension

Applicable to accounts with multiple products, each category of product has a corresponding promotion plan. For example, in the cosmetics industry, there may be different products such as eye shadow, lipstick, foundation, etc. Create a separate plan for each product, and then subdivide the promotion units. This is very convenient for subsequent budget adjustments and effect monitoring.

3. Regional Dimension

If your product is promoted in multiple regions, you should formulate corresponding conversion costs and promotion strategies based on the different acceptance and demand for the product in each region. For example, if a product is to be promoted in Henan and Shaanxi, two promotion plans can be set up for these two regions.

4. Time period dimension

The differences in product nature and target population characteristics determine that the search time periods and conversion time periods are also different. For example, if a certain product has a better promotion effect from 7:00 to 11:00 a.m., the bid ratio can be adjusted higher; or if October is the off-season for the industry, the bid ratio can be adjusted lower.

5. Platform Dimension

Differentiate between different devices such as PC and mobile terminals, and differentiate between different platforms according to the promotion effect, so as to achieve better results.

Building an account is not limited to one dimension. We usually focus on one main dimension and use one or two dimensions as auxiliary dimensions. This requires bidders to adjust according to their own budget and industry characteristics.

Promotion unit level - common ideas

After establishing a promotion plan, we need to carefully consider how to reasonably divide the promotion units. So how many units are generally appropriate under a plan?

First of all, we should refer to the ideas of the plan. The subdivided units should be logically clear and reduce duplication, which will facilitate subsequent management and evaluation. Secondly, the words need to be similar in meaning, have the same structure, and have consistent sentence patterns. This has the advantage of being more conducive to embedding keywords in the creative, attracting netizens to click on the search results page, and increasing the click-through rate.

Let's look at a case study on unit division:

a. Speech with the same part of speech: buy gypsum board, buy particle board, gypsum board wholesale, particle board wholesale;

b. Words with similar meanings: floor, solid wood floor, wall paint, wall surface;

c. Similar sentence division: Which decoration materials are cheap? Which decoration materials are good in Beijing?

d. Divided by region: French training class in Beijing, French training class in Haidian.

No matter which account building method is adopted, we must follow the important principles: clear division logic, refined grouping, and putting keywords with similar meanings and the same structure together. Write targeted creatives for the promotional unit where the keywords are located, and ensure that all keywords under a unit are embedded in the creatives with smooth sentences and clear semantics. This makes it easier to count the delivery data and lays a good foundation for future account management optimization work.

2. Three major misunderstandings in account building

If you say that I understand the logic, but the conversion efficiency is still not high, this may be a mistake that many companies make! Don’t fall into the following pitfalls!

When most companies first set up their SEM accounts, they select keywords for all their businesses and adjust the bids for each business to be basically the same. After extensive delivery, those who are lucky may come across words that can convert, but those who are unlucky are basically wasting money.

Compared with other forms of advertising, the key advantage of SEM is its accuracy. However, if it is delivered using the above method, it essentially loses its advantage. Therefore, the SEM strategy needs to formulate corresponding business priorities, budget allocation strategies, keyword bidding strategies, etc., highlighting the main business and using the secondary business as an auxiliary, so that the account will be logical.

The key to improving conversion is to reasonably divide the business into core and non-core, and then adjust the bidding and matching modes of different keywords to make the account more refined .

Only by creating differentiation can enterprises succeed in a market with serious homogeneity.

Many companies make another low-level mistake. They believe that the traffic brought by product words or business words is the most accurate, so they only invest in these words, but not those long-tail words.

Little do people know that a large part of the traffic on search engines comes from long-tail words. In order to search more accurately, netizens often search for long-tail words, such as air conditioner repair phone number, air conditioner repair items, etc.

▲ Drop-down box long tail word

Simply placing product words will generate very little traffic, and the demand intention for product words is sometimes not as high as that for long-tail words.

Keywords are the foundation of an account. Only by grasping every link of advertising can you build a healthy account.

Using the same bid and budget for all time periods of the day or throughout the year is a subtle mistake that most companies make. Although it will not cause any significant losses, it will have a very low impact on the effectiveness of the company's advertising.

How to bid at different time periods? This is a problem that all advertising optimizers need to analyze. Different bidding strategies should be formulated according to the degree of market competition and the effective business period, so as to maximize benefits and reduce costs by adjusting the bidding coefficients.

Each account needs to be carefully analyzed and corresponding strategies need to be formulated in combination with market rules. This is what every qualified advertising optimizer must do. The above three errors are all issues that companies need to pay attention to. Everyone should avoid these unnecessary pitfalls through self-inspection.

I hope the above sharing can help everyone.

Source: Baidu Beijing Branch