How to formulate SEM bidding promotion strategy?

The same applies to SEM bidding. Don’t use diligence in account operations to cover up laziness in promotion strategies.

So today we won’t talk about specific operations, but only about strategies. After all, how can we talk about operations without strategies? Wouldn’t it be blinding if you only knew how to operate without a strategy?

So how should the promotion strategy be formulated?

I generally divide it into two stages: market analysis and strategy formulation.

1. Market analysis

Without investigation, there is no right to speak.

——Mao Zedong

Similarly, if you don’t do market research and analysis, you can’t do promotion or formulate strategies. If you don’t even know who your competitors are, you’re probably going to lose a lot of money!

Therefore, before formulating a promotion strategy, you must first find out who your competitors are, their advertising capabilities, their characteristics and selling points.

How to do it specifically?

First, enter the core words of your industry into the search engine.

What is a core word?

These are the keywords that indicate people are most likely to purchase your products and are most likely to generate orders.

like:

The core words of plastic surgery hospitals: national ranking of plastic surgery hospitals, which plastic surgery hospital is the best, where is the best place to go for plastic surgery.

The core words of milk tea franchise: milk tea franchise brand ranking, how much does milk tea franchise cost, which milk tea franchise is the best.

The core words of UI training: top ten UI training institutions, where is the best UI training, and good UI training institutions.

If you really can't think of the core words for your industry, go to the keyword planner in the Baidu promotion background, enter your business name, find the words with the largest search volume, and then pick a few to search on the search engine.

Why search for core words?

Because core keywords have the greatest competition and the highest bids, competitors who compete for these keywords and rank in the top three for a long time are generally the most powerful and have the most sufficient budgets.

In addition to core words, you can also continue to search for some long-tail words, common words, and words whose intentions are not particularly obvious. The purpose of searching these words is not for anything else but to find other competitors.

Because some competitors do not have a particularly abundant financial budget and can only match traffic, you can usually find them by searching for more long-tail words, common words, and words with less obvious intentions.

After identifying the opponent and confirming its strength, you also need to figure out its characteristics and selling points. How to do it?

By looking at their creative and landing pages, of course.

Observe creativity: See what points your competitors emphasize, is it brand strength? Or technical strength?

See what eye-catching methods your opponent uses. Is it a high-end style? Or is it limited time or free?

See which points can be used by me, match them with the company's resources and technical characteristics, and create differentiated competition.

Observe the page: It is impossible not to enter the page. After all, sometimes you click on the opponent's bidding link not for malicious clicks, but for learning.

After entering the competitor’s landing page, the first thing you look at is the focus image. Does it highlight the brand strength and technological advantages? Or highlight preferential policies? Does it match the user’s search terms? Does it give people a bright feeling and attract them to continue reading?

Look at the page content again. Is the content that users are interested in placed first? Are the product features and selling points emphasized? Can you guide visitors into the program step by step?

Finally, look at the conversion entrance and pop-up window. Is the conversion entrance inserted in the page content? Does it make people want to click? How many seconds does the pop-up window take to appear? Does it affect user experience?

This is market analysis, which involves finding out the number of competitors, estimating their strengths, and the features and selling points they will present to users, so as to formulate our promotion strategy.

2. Strategy Development

After having a general understanding of the market situation, you can start to customize the promotion strategy.

Formulating a strategy is not a mindless process. It needs to be based on the product’s characteristics and selling points, as well as the company’s resource strength and promotion budget.

Generally speaking, if your company's brand is well-known and the budget is sufficient, then there is nothing much to say, just focus on investing in brand words.

If your company's brand is not well-known but has sufficient budget, you can try to compete with your competitors for rankings with some core words, and then use long-tail words and non-core words at a low price to increase traffic and reduce the overall cost of delivery.

If your company's brand is not well-known and the budget is not sufficient, don't waste time competing with others for rankings. At this time, you should focus on volume, and focus on core words and core long-tail words, which can reduce the average click price while improving results.

For example:

Your budget is 1,000 yuan. If you use core keywords to compete with your competitors for rankings, then based on the current market situation, your bid should basically be around 20 yuan, which means that 1,000 yuan may only bring 50-60 clicks.

If we take the higher number and calculate based on 60 clicks and a 5% click-through conversion rate (5% conversion is a pretty good rate), that means 1,000 yuan will only bring 3-4 conversions, with a cost of between 250-300 yuan, and the money may be spent before the afternoon.

If you are increasing sales at a low price, mainly using core words and core long-tail words, and controlling the average click price at around 5 yuan, then 1,000 yuan can get about 200 clicks, and then based on a 4% click-through rate (the conversion rate for low-price sales is lower than that for high-price rankings), it will bring 8 conversions, and the cost will be around 120 yuan, and the budget can basically last until the end of the get off work day.

In addition to developing promotion strategies based on the budget, we should also refine the characteristics and selling points of the product. Do we have technical advantages over others? Is it better than others in terms of effect? Are you achieving results faster than others?

Extract our advantages, and then look at what we have in our competitors' creativity and landing pages, and combine them, and integrate these things into our own creativity and landing pages (remember: integrate, not copy, and you must have your own ideas).

Is it enough to formulate a promotion strategy? No, it is far from over. In the future promotion process, it will also involve trivial and detailed work such as regional optimization, time period optimization, project optimization, keyword optimization, creative optimization, and landing page optimization. Of course, these are not what we are going to talk about today. Today we will only talk about strategies, not operations.

Source: Xinmo Marketing (ID: xinmoyingxiao)