Search engine promotion guide for the logistics industry!

Today, I would like to discuss with you the promotion of the logistics industry from three aspects: industry development, industry cases and account optimization. I hope that my article can give you a new understanding of the logistics industry.

1. Industry Development

1. Current status of industry development

The logistics industry is mainly a complex service industry that integrates transportation, warehousing, freight forwarding and information. It covers a wide range of fields and is an important part of the national economy. It also promotes production and stimulates consumption. It also plays an important role in enhancing the development of the national economy's competitiveness.

The logistics industry generally achieved a good start in the first quarter of 2021. Logistics demand showed an upward trend, and the quality of logistics supply also improved significantly. As upstream and downstream business operations steadily recover, the logistics industry is in an active state. Based on this, it is preliminarily estimated that the total logistics volume for the whole year will increase by about 10%. (China News Service APP)

Data source: China Federation of Logistics and Purchasing, iMedia Data Center

2. Industry development trends

1) Infrastructure is becoming more complete: First of all, we must accelerate the construction of road traffic with expressways as the main body, further improve the interconnection between railways and highways, reduce transportation time, and improve logistics and transportation efficiency. At the same time, major e-commerce platforms continue to improve their logistics systems and establish their own warehousing bases.

2) Policy support allows the logistics industry to further transform: The development of logistics in the future is unstoppable. The development of logistics will drive the rapid development of the national economy. At the same time, the logistics industry can promote the upgrading of the industrial structure and promote the improvement of economic quality and efficiency. The country should provide certain policy support to promote the transformation and upgrading of the logistics industry. Now it seems that the series of policy supports issued by relevant government documents (guiding opinions on the development of logistics, park planning, etc.) all reflect the government's support for logistics reform.

3) Standardization of logistics laws and regulations: According to some characteristics of the current industry, relevant departments should manage it to improve the current chaotic logistics market order. At the same time, it is also necessary to formulate relevant laws that are in line with my country's national conditions and the logistics industry market in my country. The national logistics law cannot be directly applied. A strict and high-standard mechanism should be established for the logistics industry to avoid chaos in logistics.

4) Development of green logistics: With global warming, energy conservation and environmental protection have become people’s biggest concerns. The development of the green logistics industry will reduce environmental pollution and resource consumption.

5) International development of logistics: Since my country entered the WTO in 2001, my country's economic development has entered the globalization stage. The development of international e-commerce has also promoted the development of my country's international logistics. International logistics has played a bridging role in my country's import and export trade, and has also improved my country's international logistics market environment.

6) Application of Internet data in the logistics industry: As Internet technology becomes increasingly mature, big data will be fully applied to the logistics industry under the promotion of the government and the demand of the market. By using Internet big data, we can achieve real-time tracking of the status of goods.

2. Industry Cases

1. Customer profile

1) Company Name: xxx Logistics Co., Ltd.

2) The company's main business: cargo transportation, large-scale transportation, long-distance moving, and less-than-load transportation

3) Company Strength:

①Wide transportation area: starting from Qingdao, transporting to various regions across the country.

②Multiple modes of transportation: We undertake sea, land and air transportation business, providing you with a full range of logistics and transportation methods.

③ Strict business control: Continuously improve service quality by planning, implementing, measuring and analyzing operation and control procedures. Each business operation is subject to self-inspection, mutual inspection and random inspection at all links to ensure that the service process is completed accurately and quickly within the specified time limit. Corrective and preventive measures are immediately formulated for any operational abnormalities discovered during the inspection, and follow-up processing is implemented until the rectification is completed.

2. Basic account information

1) Promotion area: All parts of the country except Hong Kong, Macao and Taiwan, with Guangdong, Henan, Beijing, Jiangsu and Shandong as the main consumption areas.

2) Promotion time period: 8 am to 6 pm. The rest of the time is needed to organize the items that need to be transported.

3) Customer demands

Increase impressions, clicks, and control average click price.

3. Account Optimization

1. Optimization strategy

1) Account promotion is divided into big search and information flow promotion, and the costs of each channel should be arranged reasonably.

The main channels for big search promotion are: Baidu, Sogou, 360 and Shenma; the main channels for information flow promotion are: Toutiao, Guangdiantong and Fanstong.

2) Budget allocation details:

The figure below shows the budget arrangement for each month of the year. The months with large investment are March, June, July, November and December. March is an important peak season for investment, mainly because there is a large turnover of personnel after the New Year. June and July are mainly due to the turnover of some graduates. November and December are the months for planning for the next year and the peak period of mobility before the New Year. All these months have a great demand for logistics and are the focus of investment.

2. Account structure adjustment

In the early stage, the accounts were not segmented into mobile and PC terminals, so such promotion was not conducive to the control of keyword prices and conversion.

Next, we will segment the accounts: the delivery platform distinguishes between mobile and PC, which is conducive to the adjustment of PC and mobile, price control, keyword conversion, and clear plan settings. It is mainly divided according to business type. The brand plan mainly promotes brand words and conducts product auction promotion. At the same time, the price is slightly higher, and the ranking is stable at 1st or 2nd place. Project/product plan B1 mainly promotes core product words, controls input core words, and keeps the ranking stable at third place. Project/product B2 uses some long-tail keywords for promotion to increase exposure and clicks. Finally, set up a competitive product plan to promote competitive product words, and it is best to rank around fourth place, so as to achieve low-cost traffic generation. After this account segmentation, it is more convenient to monitor PC and mobile conversions compared to before, and consultations have increased by 20% compared to before the adjustment.

How does the data perform?

3. Creative writing

The early creative questions are mainly simple general creations, describing the business and simply explaining the advantages, for example: We are a logistics company from xx to XX, safe and reliable.

1) Creative writing of brand plans, mainly highlighting the company's advantages to provide customers with full-category, full-channel, and full-process integrated solutions, thereby shaping the brand.

2) Creative writing of project plan/product plan, which requires introduction of the product. The company is specialized in logistics and freight, which is professional, safe, reliable and trustworthy.

3) The creative writing of the competitive product plan is also mainly to highlight the company's advantages, and there are daily shuttle buses, national network lines, safety and speed, thereby highlighting the differences with competitors. The biggest goal of placing competitive product keywords is to reduce costs and increase conversions.

4. Information flow delivery

The customer did not make information flow in the early stage.
Taking the Guangdiantong account as an example of information flow delivery, the regional promotion is the whole country except Hong Kong, Macao and Taiwan, the main advertising position is the mobile platform, and the advertising is targeted at interests and keywords.

5. Further optimization
In the early stage, customers will only reject words based on part of the search terms, and will not add relevant keywords within the search terms, thus losing some highly relevant keywords.

Later, the search term report is analyzed, and appropriate keywords are selected and added according to the search habits of netizens. At the same time, the search terms of netizens can be used as word roots to expand words, which can increase display and clicks. At the same time, the bids for some long-tail keywords and competitive words were lowered, thereby reducing the average click price from 1.3 yuan to around 1 yuan. This step is how much the average price has been reduced.

6. Effect presentation
By optimizing the account, we have solved the customer's pain points, doubled the display, increased clicks, and kept the average click price at around 1 yuan. The customer is quite satisfied with the result, but optimization is a long-term job, and we will continue to optimize based on the delivery of competing products.

To sum up, this is our optimization process for the logistics industry. Optimization is actually a process of understanding industry development, analyzing customer pain points, providing an optimization plan, and then re-optimizing, step by step, to achieve the optimal solution for promotion.

The era of closing the country to the outside world and developing things behind closed doors is a thing of the past. The development of the logistics industry will create immeasurable value and shine brightly in the near future.