SEM promotion: How to do target audience analysis?

Doing a good analysis of your target groups (consumers) and competitors during the marketing planning process can make your campaign more effective. Today, I will talk about how to do these analyses from these two aspects.

Target audience analysis is a very important and indispensable part of marketing planning. Whether the target audience analysis is thorough will affect the accuracy of your keyword selection . The accuracy of word selection determines the quality of your SEM traffic . What search marketing requires is a steady stream of high-quality traffic.

Here are five directions for target population (consumer) analysis. For your reference.

1. Analyze which netizens are the target group of the product/service

For example, for a B2C enterprise, are they targeting female users aged 25-30, male users aged 35-45, or college students? Are B2B enterprises facing state-owned enterprises, public institutions or ordinary business units? Because different consumer groups have different online behavior habits and purchasing power, buyers and users are different.

2. Analyze the search engine usage habits of the target population

Analyze the time periods (daytime, nighttime, weekdays, holidays, etc.) and the terminal devices (PC, mobile phones, Android, IOS phones, tablets, etc.) used by the target audience to pay attention to our products and the words they search for.

This type of data can be obtained through previous account data (all these dimensions are available in Baidu Statistics), or through field visits and surveys. At the same time, you can pay attention to various industry reports regularly published by big data platforms such as iResearch and Analysys.

3. Analyze the target group’s network behavior attribute labels

What kinds of things do the target audience often pay attention to when surfing the Internet? For example, travel, beauty and skin care, cars, etc. Analyzing the online behavior attributes of the target population will help us control the direction of the prompts . It also has great guiding significance for the placement of alliance advertising.

How to analyze this type of attribute label? In fact, there are many big data marketing decision-making platforms now, such as Baidu Sinan and Tencent Qidian, which provide this kind of service. They are quite accurate, but they are too expensive! So how can SMEs conduct analysis? First identify the first and second points, then infer the possible interests of this group of people, conduct a trial campaign, and observe for one to two weeks to draw a rough conclusion.

4. Analyze the consumption points of the target group

This is very important. The target audience will pay attention to the characteristics of the products and services, which are often the key points that influence consumers to place orders (called consumption points) . For example, brand awareness, price, excellent product performance, direct sales from manufacturers, industry authority, high-quality after-sales service, localization advantages, etc. The consumption points of the target group are often the core words of our promotion.

How to analyze consumption points? This can be done by tracking and testing existing ideas. Write more creative ideas, and try to have two or three creative ideas that specifically emphasize these features in terms of brand, price, performance, direct sales from manufacturers, industry authority, after-sales service, localization, etc., and add a tracking code to each creative idea to track the conversion results. After 1-2 weeks of launch, data can be summarized and analyzed to draw conclusions.

Know yourself and your enemy, and you will never be defeated in a hundred battles. By studying your competitors, you can assess the situation and adjust your marketing strategy. Therefore, Aiqijun has compiled the following directions of competitor analysis for your reference.

1. Account

1. Analyze keywords:

① The direction of word expansion, the number of words, and the coverage of word types

② Check the other party’s matching method

③ Combine rankings to estimate the other party’s bid for key words

2. Analyze creativity:

① Analyze title writing skills

② Extraction of creative selling points

③ Creative writing skills

④ Analyze the promotion/marketing direction of creative communication

⑤ Analyze the use of new advertising styles by peers

3. Analyze promotion time, ranking and regional coverage:

① Analyze changes in ad rankings

② Analyze the duration of competitor promotion coverage

③ Use promotion status to analyze competitor promotion areas

Note: Account analysis mainly focuses on three categories : advertising ranking, keywords and creativity . By understanding the keyword scale, matching method, bid and ranking of peer accounts, you can predict the strength of their advertising and the effectiveness of their advertising. Analyzing the creativity level of peers, including the use of new creative styles, can provide insights into the degree of refined account management of peers. The level of creativity also directly affects the click-through rate.

Please note that click-through rate affects quality. If your peers continue to use new styles, their click-through rate will inevitably be higher than that of accounts that do not use new styles. At this time, the keyword quality of your own account may be inferior. In addition, from a broad perspective, analyzing accounts can also predict the market conditions of the entire industry.

2. Website

1. Website landing page:

① Correlation between search terms, keywords, creativity, landing pages and netizens’ psychology

② Copywriting performance

③ Promotion strategy

④ Conversion components

⑤ Layout construction

2. Website access speed:

① Analyze the opening speed of website access URLs (important)

② The opening speed of each page of the website

3. Website module construction:

① Company introduction module

② Product & Service List Module

③ Success Case Module

④ Contact information module

⑤ Special topic module (special topic planning skills, marketing strategies)

4. Others:

① Frequency of corporate news updates

② Website external links and SEO optimization

Note: The landing page is the first page that netizens land on after clicking on an ad. Most conversions are completed on the landing page, so it is of utmost importance. The faster the website, the better the website experience. Basic modules, such as company introduction and contact information modules, must be complete. Generally speaking, the more conspicuous the contact information is, the higher the conversion rate will be.

In terms of topic construction, pay more attention to competitors ' promotional activities, event themes, and promotion analysis . Study their topic creativity and information stacking, extract strategic points, combine with your own reality, and create topics that are comparable to or even better than your competitors. In most industries, a good topic can greatly improve conversions. However, topic construction requires technical content. Everyone should learn more about the planning of excellent topics, not limited to the industry. You can look at the topics of some large websites, or even news topics.

3. Consulting skills

As an ordinary visitor, communicate with the online customer service on the website of your peers, ask common and key customer questions, test their communication language and skills, summarize excellent skills, and put them into practice. In addition, communicating more with peers can also help you to develop many consulting skills .

4. Promotion Channels

Analyze whether competitors have placed advertisements on other platforms . For example, some industries are engaged in e-commerce, group buying, SNS, information flow, WeChat, Weibo, vertical industry websites, etc., and some are engaged in outdoor, mobile TV, magazines, newspapers, etc. This allows us to understand the comprehensive strength of our peers.

The above is what the editor shared with you on how to analyze the audience and competitors. If Aidou wants to know more SEM knowledge, skills, etc., please leave a message in the background to communicate.

Source: Aichi SEM