Sogou promotion case in the medical beauty industry

Everyone loves beauty, and more and more people are beginning to pay attention to their appearance management, so the scale of medical beauty users is growing year by year.

Under the general trend of industry resource aggregation, gradual policy improvement and reshaping of new media channels, the development of medical beauty in China will become increasingly mature.

Today, I will show you the Sogou optimization path in the medical beauty industry through a real-life case.

1. Industry Analysis - Medical Aesthetics

Compared with daily beauty, medical cosmetology is an invasive and traumatic medical science, so you must choose a regular institution with relevant professional qualifications to go for treatment.

Medical cosmetology is a medical science that adjusts the patient's body parts through surgery, drugs or other medical techniques to enhance the body's external beauty.

Technology drives consumption of medical beauty

With the improvement of technology, most medical beauty projects do not take more than 2 hours. At the same time, the postoperative recovery time is constantly shortening, and many medical beauty projects can be completed within a few days, saving consumers time to the greatest extent and creating convenience in life and work.

User portrait of medical beauty patients - age & occupation

The majority are women, with 25-34 years old being the mainstream, and 18-24 years old accounting for more than 20%; the current domestic medical beauty consumer population is generally younger.

Judging from the industry distribution of the intended population, white-collar workers in companies account for as high as 38%, while doctors and students account for nearly 20%.

2. Customer Information

Operation model & assessment indicators: The assessment indicators for network managers are related to consultation costs and visit costs.

Budget: 3000

Main investment area: City A Secondary investment area: Areas surrounding City A

Delivery time: All day delivery

Industry peak and off-peak seasons: Winter and summer vacations are small peaks, July-August, December-January

Customer business point:

The client's main business areas are nose beauty, eye plastic surgery, facial plastic surgery, breast plastic surgery, oral beauty, etc.

Analysis of regional business points VS customer business points

The top three business points in terms of traffic volume in City A are skin beauty - acne removal, skin beauty - freckle and mole removal, and plastic surgery - eye plastic surgery.

The top three business points in terms of customer traffic are skin beauty - freckle and mole removal, plastic surgery - eye plastic surgery, and body beauty - exercise, diet and weight loss.

Core word analysis

The main factors affecting ranking are bid and quality. Increasing bid and optimizing quality can improve ranking. It is recommended that customers appropriately increase bids for key words and optimize landing page settings.

3. Optimization Strategy

Overall analysis shows that there are three major problems with the customer's current account:

1. Ranking Issues

The rankings of the key keywords for account promotion (eye plastic surgery, rhinoplasty, and liposuction for weight loss) are relatively unstable, resulting in insufficient account utilization.

2. Matching method

Compared with peer data, the keyword matching method is narrower, resulting in the loss of more potential customers.

3. Landing Page

The keyword landing page is complex and cannot effectively guide customers to find consulting projects for consultation, resulting in a high conversation bounce rate.

After communicating with the customer, the optimization strategy is as follows

Optimization 1:

1. Increase the bid for key keywords and optimize the quality of account materials;

2. Use the backend ranking tool to improve the hospital ranking;

3. Improve account budget and budget utilization;

Optimization 2:

1. Expand the account key word matching method;

2. Appropriately expand the promotion period and promotion area of ​​key plans;

Optimization three:

1. Modify the keyword landing page, improve the relevance of the items consulted by netizens and the dialogue page, and reduce the dialogue bounce rate.

2. Check the account problem and re-upload the materials in the account that have not been reviewed and approved.

4. Account Optimization Plan Analysis and Feedback

The optimization is mainly divided into three stages. The first and second stages are the traffic expansion stage, which mainly increases traffic through time periods and word expansion. The third stage is the effect optimization stage, which focuses on optimizing the effect through optimized matching + negative word processing (promoting words - screening words - issuing words - adding words - adjusting words).

Phase 1:

1. Determine whether the account is online. It was found that the account had hit the 18:00 line for seven consecutive days in the past, so the medical golden time was shaped from 19:00 to 23:00, and communication was made to increase the time period for promotion.

2. Pay attention to the matching ratio and expand traffic issues. After checking the account, we found that the proportion of account keyword matching was unreasonable, with broad accounting for 25%, phrase accounting for 40%, and precise accounting for 35%. We sent a reasonable account matching allocation of 5:3:2 and communicated to adjust phrase and precise to broad matching.

Phase 2:

1. Pay attention to the ranking of business points

2. Expand keywords to increase traffic (through analysis, assist customers to expand treatment of high-priced potential keywords + business long-tail keywords)

Data comparison: Utilize Sogou big data to compare data with that of peers and business points in customer promotion areas.

Expand keywords and add keywords: download the top keyword package, sort out the three less consumed keywords: rhinoplasty, general terms for plastic surgery, and liposuction, screen a total of 1,625 keywords with high popularity, and communicate and add them.

At the same time, we expand words based on the dialogue words, and use the words that have been consulted as seed words for word expansion. Organize the search terms in the background for the past week, delete irrelevant keywords, and communicate for additions.

Phase 3:

1. Pay attention to traffic chaos and assist customers

2. Optimize matching + negative word list

Every day, we check the search terms of the previous day in the background to help customers add negative and irrelevant keywords, adjust the matching method of some keywords according to the search terms, and pay attention to the account: optimize the account for one week.

Through the solution provided by the consultant, the number of account displays and clicks have been improved, effectively solving the problem of low traffic and effectiveness reported by customers.

5. Optimization Summary

The editor presents the entire optimization process in the form of a mind map. First, we need to understand the account and the actual problems of the customer. Through communication, we can find out the problems in the account, then analyze the problem points and finally find solutions.