Search promotion keyword optimization tips!

As we all know, netizens passively receive information flow ads, while search ads are triggered by netizens actively searching for relevant keywords. For search ads, keyword triggering is the first and most important step. The question we will discuss today is how to correctly choose keywords for search promotion ?

1. Search promotion and select keywords - the first step: [starting from the budget]

First of all, we all know that there are many types of search keywords, such as brand words, competitor words, traffic words, phrase words, long-tail words, core words, etc.; but the effects of these words in accounts with different budgets are very different. I divide the budget into three levels: 50-500 belongs to the small budget level; 500-2000 belongs to the medium budget level; and above 2000 belongs to the large budget level. The following is a method to distinguish the emphasis of different budget accounts:

① Analysis of accounts with large budgets: Accounts with large budgets are more concerned about conversion effects. These accounts focus on long-tail words and brand words. Long-tail words are less competitive and easier to convert. Accounts with large budgets often have advertisements on various platforms, and brand words are used to collect traffic in search ads to achieve a high conversion rate.

② Analysis of accounts with medium budgets: Accounts with medium budgets are generally medium-developing enterprises whose brands are not well-known. These accounts focus on brand words, giving priority to increasing their own visibility and thus gaining the trust of netizens. They can also focus on long-tail words and common words with high conversion rates. The so-called high conversion rate requires continuous addition of words and expansion of words to test conversions, which is to take the essence and discard the dross.

③Analysis of accounts with small budgets: Accounts with relatively low budgets are generally start-ups or small businesses with low brand awareness. For accounts with small budgets, the focus is on long-tail words, because the brand words of peers have advantages over our own brand words. At this time, what we need to do is to start with long-tail words with less competitiveness. Peers bid very low for long-tail words, and accounts with low budgets need to bid higher for long-tail words, looking for advantages from disadvantages; of course, brand words also need to be invested, and every account cannot do without its own brand words, which means that the budget allocation of the account needs to be reasonably arranged.

2. Select keywords for search promotion - Step 2: [Start from user needs]

When choosing keywords, you need to understand your target audience and what they need. What can we offer? We can analyze the user population based on the crowd portrait elements.

① Understand who the user is?

Through the nine-factor analysis of the population portrait in the advertising promotion industry: the nine factors include region, occupation, time period, age, equipment, income, hobbies, education level, and gender. In information flow delivery, occupation, income, and hobbies are strong attributes; the medium attributes are: gender, age, and education level; and in SEM delivery, equipment, time period, and region are strong attributes. Therefore, when placing search ads, we must be clear about our user groups and how to screen suitable groups through different population portraits.

For example: If your product is cosmetics, we can analyze that at least 80% of your user base are female, and their age group is relatively young. There may also be students with medium purchasing power. At this time, we can make targeted choices when choosing keywords. For example, some words such as affordable, well-received, and easy to use are more attractive.

② Understand the user's needs for purchasing products

Analyze why users buy this product and what effect this product brings to users?

For example: If your product is an acne remover, users who buy this product definitely want to quickly eliminate acne on their face. For this category, you need to choose keywords based on the effect.

③Analyze user pain points

Analyze users' concerns, what problems they are worried about when using this product, and whether using this product can solve these problems.

For example, if your product is an acne treatment product, when users see this product, the first thing they think about is whether it is effective for them. At this time, we can choose keywords such as "full refund if no effect"

3. Select keywords for search promotion - Step 3: [Selection of long-tail words]

There is less competition for long-tail keywords and the promotion effect is better, so the bid does not need to be too high. However, it is important to note that you should not always focus on a few long-tail keywords. What you need is more keyword expansion.

For example: If your product is milk tea franchise, you can choose some questions such as "Can milk tea franchise make money?", "Is milk tea franchise reliable?", etc.

IV. Summary

Through the above analysis, we can conclude that how to choose keywords for search promotion not only considers account budget issues but also the correlation between user needs and keywords; for keywords, there is no saying which words are good and which words are bad. The same words are good words as long as they can be used reasonably. For the same customer, the same industry, the same account, and the same budget, I think this keyword is better, and other optimizers think that keyword is better. At this time, the account running data should speak for itself.