SEM promotion: How important is the idea? 80% of bidders die on this!

After reading this article, you can improve in the following four aspects:

1. Construction of SEM all-round data monitoring system;

2. A deeper understanding of keywords and the effects they can produce;

3. Build a mature SEM account structure;

4. In addition to the account itself, website optimization is also very important;

I am currently working in an SEM optimization company. Every day I receive many inquiries from SEM personnel about optimization techniques. Compared with the backend managers of some companies, they are all very professional SEMers.

Even such professional SEMers can get stuck in the wrong thinking about optimization techniques. Whenever I meet such people asking me, I will provide a way of thinking instead of telling them a rigid solution.

Today I would like to share with you some of my views on SEM and my logical thinking approach to optimization, hoping to help you break through the optimization dilemma from a different perspective.

First of all, before I talk about optimization thinking, I would like to guide everyone to have a deeper understanding of SEM:

The basic marketing rules of search engine marketing are roughly divided into the following processes

From the above picture, we can basically understand that the search engine actually works on a very simple principle. That is to say, the consistency of the creative URLs corresponding to the search terms derived from the terms you purchased is high. The higher the consistency, the better your conversion will be.

From this we can see that all our optimizations are basically thought about and executed around this consistency.

For an account that is not performing well, how should we think about our adjustment direction?

1. First, you need a comprehensive data monitoring system

When it comes to data, many account managers will probably know that it is important at first glance. However, taking the backend managers around me as an example, basically 80% of them are ambiguous about the backend data.

You can ask yourself, can you determine which words are good and which words are bad?

Do you know which words have clicks but no consultations, or which words have consultations but no clicks? If you know all this, can you be sure? How accurate is it?

In fact, the accuracy rate is often very low, and most people still rely on their past experience to determine their adjustment direction. In fact, this method is very dangerous and unscientific.

For a new account, I suggest that the first thing we do after getting the account is to design a complete conversion tracking data monitoring system.

Baidu has now opened its own JS-API interface. We can design conversion tracking codes on the website that meet our account data needs according to our delivery goals.

In this way, we can clearly know every move of our website, which will also bring a lot of convenience to our subsequent adjustment work and reduce the possibility of detours. (For companies without a professional programming team, Baidu Statistics also provides a fool-proof basic tracking method, such as "page conversion" and "event conversion", which you can try to set up)

2. Have a deeper understanding of words

Keywords are the core of an account, but the keywords currently placed by Baidu's backend are not the keywords we purchased (except for precise keywords). Due to the existence of matching methods, we will pay more attention to search terms, and many optimizers will also read search term reports every day.

But I think that keywords are actually the main subject that should be paid attention to in an account, because if we think about it carefully, all search terms are matched through keywords.

Why do different keywords have different search terms? Here I want to popularize a new concept to everyone, which is to explain the meaning behind this word from a systematic perspective.

For example, among all the keywords, words like “region + product + company” are generally considered to be core words with high conversion, such as: “Shenzhen Flower Express Company”.

But the reality is that most of the traffic matched by this type of words are competing words of "Shenzhen Haoyoukuai Flower Express Company". In other words, in fact, the word recognized by the system is not as good as we imagined.

Therefore, when we choose keywords, we need to think about the different types of keywords in a simple and regular way, which words will match spam traffic and which will not, and choose the best ones.

3. In-depth control of quality in routine work

In fact, under objective conditions, keyword quality has a great impact on the results, so for this basic optimization work, we must be familiar with its process and optimization techniques. Below I have sorted out some optimization ideas and methods for account quality for your reference.

1. Account structure is important

Although it is an old saying, I still have to say that a good foundation must be provided for the continuous optimization of the account.

1. Perfect account structure

(1) Account planning based on products, businesses and regions

(2) Segment product/business keywords according to different search needs of netizens

2. Keyword coverage must be comprehensive. Don’t be naive and think that just a few words are enough.

(1) Coverage of key words and long-tail words

(2) Coverage of Internet users’ different search intentions

(3) Use of keyword recommendation tools and search term reports (adding and deleting keywords)

3. It is not just about optimizing the backend, website optimization also needs to be followed up, and it is very important

(1) Improve website access speed, streamline code, remove Flash, etc.

(2) Add picture information to highlight product features and enhance display effect

(3) Refine product category navigation to improve visitor experience

2. Focus your efforts on optimizing the keywords that need to be promoted in your account

1. One-star keyword optimization

(1) Learn from the writing content and methods of peers’ creativity and add similar creative ideas

(2) Transfer the word to another unit that has a higher overall quality, is more stable, and is highly related to the word's part of speech and meaning.

(3) Observe the click volume and click-through rate of keywords, set a reasonable matching method, and ensure that the keyword has normal click volume and reasonable click-through rate.

(4) If the above methods do not work, apply a combination of general creative writing techniques until they work.

2. Optimization of two-star keywords

(1) Refer to the creative ideas with high click volume in the account and add them to the unit where the two-star word is located

(2) Set competitive bids for keywords to steadily improve the quality of two-star keywords.

(3) Observe the click volume and click-through rate of keywords, set a reasonable matching method, and ensure that the keyword has normal click volume and reasonable click-through rate.

(4) If the above methods are not effective, apply a combination of general creative writing techniques until they work.

3. Samsung word optimization

(1) Pay more attention to keyword rankings and make timely adjustments

(2) Update creative content in a timely manner based on the characteristics of your business, and keep creative content highly relevant to keywords and web page content over the long term

(3) Be highly sensitive to peer adjustments and make targeted optimizations to your own accounts

3. Focus on optimization, one-to-one optimization of core words in the account

1. Strengthening the method

(1) Individual monitoring: Establish product core word units and manage core words individually;

(2) Wildcard enhancement: Increase the number of wildcards. The core word is short, so you can use wildcards multiple times to improve its creative popularity.

(3) Competitive bidding: Use a higher bid + phrase/exact match + negative keyword settings. After a period of stability, the quality of the keywords will increase.

As the quantity is improved, the price can be gradually reduced;

(4) If the above methods do not work, try multiple times using a combination of general creative writing techniques. If that still doesn’t work, use the following workaround.

2. Rapid Optimization Method

Pause the keyword and check whether other high-quality keywords are matched in the account.

(1) If there is, and it is highly relevant to the original keywords, focus on optimizing it to the appropriate display position;

(2) If not, add related keywords with broad matching, and focus on improving their quality to ensure that they can be matched.

3. The creative should cover search terms rather than keywords

Many backend optimizers use wildcards when writing creatives. In other words, according to the methods we have learned, they generally write creatives around the longest keyword in the unit. Here, I would like to popularize the role of creativity.

Creativity does not actually require a lot of fancy or marketing words. In fact, it only needs to correspond to netizens’ search terms, which is what we often call relevance.

Here I would like to point out a misconception that everyone may have, which is that I think as long as I write around keywords, it will be fine. In fact, this is not the case. If you think about it carefully, keywords are actually just the main words we put in, and many search terms can be radiated through keywords.

Therefore, search terms are essentially the bridge that connects us with netizens. We can conclude that our creativity needs to be written around search terms. Only when the creativity and search terms are more matched, we will get higher clicks and more accurate customers.

4. The concept of ROI should be planted in your mind

Finally, I would like to talk about the concept of ROI. In my years of SEM experience, the reason why some people have not been able to make some breakthroughs in this field is actually because they have no concept of input-output ratio.

When I often ask backend managers, most people say that this word converts well and this word converts poorly. The basis for this conclusion is usually based on the descending ranking of consultations. In fact, this way of thinking is wrong.

for example:

Company A purchased the keyword "Hong Kong travel", which generated 10 inquiries about Hong Kong travel and cost 1,000 yuan.

So we can know that on average each consultation needs to spend 100 yuan to buy one for this word. Converted into an order rate of 50% and a profit of 50 yuan per order, it can be seen that this investment is obviously a loss.

For enterprises, SEM is just a tool, and the core of the enterprise is to generate profits through this tool. If a backend can have 1,000 consultations every day and customers can sell 1,000 products every day, but the result is a loss, for the enterprise, this is also a manifestation of poor results.

From the perspective of a good SEMer, you should know that the essence of optimization is to generate substantial profits using optimization techniques. So when we choose a delivery strategy, we must not forget this, because we are not just looking for consulting volume and transaction volume. The core is profit, remember.

Source: Pan Qiuchen