How to build a perfect bidding promotion account?

I believe every SEMer is well aware of the importance of account structure in bidding promotion . A perfect bidding promotion account structure can make SEMer's promotion more organized, make it easier to control the promotion direction, and obtain better results at a lower price.

So, how to build such a perfect account structure?

1. Develop a basic structural plan

First, let’s talk about the basic structure of a bidding promotion account, as shown in the figure:

Many novice friends, after getting an account, don’t care about anything else. They just create a plan, then simply add a few units, and then add all the keywords they can think of.

In fact, after we get the account, the first thing we need to do is to structure our account reasonably. If you don’t draw it out, at least you should have such a structure diagram in your mind, which promotion plans should be set up, what each promotion plan should be classified according to, how to set up units under the promotion plan, and what to subdivide the units based on, and finally add keywords.

2. Build according to the plan

1. Account unit classification

For example, art training can be divided by business: elementary school art, high school art; by time: summer vacation, regular time; by region: Beijing art training, Shanghai art training (training industry, most of which are local); by different devices: PC, mobile;

2. Keyword plan

Usually, the keywords promoted in a bidding account are always divided into key and non-key keywords. The key promoted keywords can bring greater value to the company. For example, some product words, although the bids are high and the competitiveness is high, but as the company's main products, they must be promoted as key keywords.

Therefore, companies can make a separate keyword promotion plan to spend the least amount of money and get the maximum effect.

3. Competitor Analysis

Why are many industries complaining now: Why are the costs of bidding promotion getting higher and higher, but the results are getting worse and worse?

In fact, a big part of the reason is: too much competition. Nowadays, products and services are highly homogenized. It is very difficult for companies to stand out from many competitors and gain the favor of consumers.

However, as the saying goes, "know yourself and know your enemy, and you will never be defeated in a hundred battles." If a company wants to defeat its competitors, it must do a good job of analyzing its competitors, understand which competitors are bidding, how effective they are, which keywords they are focusing on promoting, how high their bids are, etc., and then optimize its own promotion strategy based on the situation of its competitors.

3. Account Structure Notes

If an enterprise wants to build a perfect account structure, in addition to the above points, it also needs to pay attention to the following points:

1. It should be operable

Generally speaking, when establishing a promotion plan, there will not be just one or two. Therefore, companies can rationally plan more targeted promotion plans based on their products and business, and be able to optimize and adjust the plans at any time.

For example, you can extend the promotion time of key keywords, adjust different automatic bidding ratios, promote words from different regions separately, set different promotion budgets, add different negative words, set different creative display methods, etc.

2. The classification should be clear and specific

The promotion plan of a bidding account can be carried out according to different products, keyword categories, etc. As long as it is beneficial to the promotion effect, it is a meaningful and valuable classification. But each group classification must be clear and unambiguous, for example:

(1) Brand word plan: Companies can set up separate plans for their own brand search terms to prevent competitors from using your brand words and causing user loss;

(2) Competitive keyword plan: Your competitors’ target users are also your target users, so the traffic from searching for peer brand keywords can be put to good use;

(3) Hot word plan: The keywords of the company's main business also have the highest conversion rate, so the company should increase its efforts to promote them;

Finally, remember that bidding promotion is a simple yet difficult task, full of many uncertain factors. A reasonable and stable account structure plays a vital role in the promotion effect.

Related reading:

1. How to formulate SEM bidding promotion strategy?

2. No traffic from bidding promotion? You can do this!

3. How to avoid invalid traffic and improve traffic quality in bidding promotion?

4. [Collection] 45 essential tools for bidding promotion to help you master search marketing!

5. High clicks, low transactions, how to avoid invalid traffic in bidding promotion?

6.The effect of bidding promotion has declined? You must analyze these 8 factors!

Author: Doug

Author: Doug