SEM promotion word selection and expansion methodology can greatly improve ROI!

This article covers: Keyword division dimensions, how to expand keywords for new accounts? How to expand the words in the future? How to deal with keywords with low cost and few clicks? Next, let’s take a look at the details~

01. Dimensions of keyword division

According to conversion rate, keywords can be divided into three levels: ABC.

▌Class A words, conversion words

1) Brand words with willingness to pay

Many advertisers are reluctant to invest in brand words because: first, brand words have natural rankings, and investing in advertisements is a waste of money; second, the purpose of advertising should be to bring in new customers, not to convert old customers just to make the report look good.

Consumers who search for brand words have brand awareness and a very high conversion rate, so some advertisers think that using SEM for brand words is a waste of money!

In fact, it is natural that brand words have high conversion rates, but the conversion rates of different search results and landing pages are completely different!

Since consumers are at the final step, why not use the form with the highest conversion rate?

For example, which of the following brands would you buy a used car from?

2) Product keywords with paid actions/precise demand targeting

①Company/institution/enterprise root ②Price/cost/how much root ③Best/where is good/ranking root ④Precise demand targeting root, etc. Product words with paid actions and precise demand targeting are the second highest conversion rate word type.

▌ Category B words, product words

High traffic product words.

▌ C-type words: crowd words

Crowd words should be low-priced and widely-run traffic words. Crowd words must be screened through negative words, suspension, price reduction and other means to be effective!

When netizens search, they will form a search order of crowd words, product words, brand words, competitor words, and long-tail words (comparatively), so the role of crowd words is more of an assist! We cannot expect crowd words to convert directly, it is impossible to hit the target in one shot. We should require crowd words to generate more secondary searches!

There is a schematic diagram circulating on the Internet, it’s amazing!

02. How to expand keywords

I remember a year ago, when I was working in SEM in a hospital, the manager had a point of view - what kind of account is considered a god-level account?

There is only one core keyword in the account, which is broadly matched and then used as an extreme negative keyword. Expanding keywords in large quantities is something that lazy people do. The core of SEM should be to create creativity and landing pages by understanding consumer psychology.

With the same words and different creatives, the requirements for clicking on the ad are different, and the conversion paths for different requirements are different. As a loyal follower of this view, I expand on key words and their restraint!

The first step is to determine the core product words based on company sales and competing product SEO titles.

The second step is to expand traffic words in the keyword planner based on the core product words.

The third step is to expand the second wave of traffic words based on the traffic words in the Baidu drop-down box and Baidu related association words.

The fourth step is to launch the account and divide the promotion into brand words, conversion words, and crowd words.

The fifth step is to test data in various dimensions within one week to find words with low conversion costs, find malicious click IPs, expand words, reject words, delete words, and reconstruct the account structure.

03. Subsequent maintenance

1. Continue to expand keywords

There are two ways to expand keywords: 1) add new words , 2) match them .

It’s very simple to add new words . The general idea is to divide your audience into different categories, and then brainstorm relevant keywords for each category.

Here you can make use of the key recommendation function of Baidu promotion. If the first level expansion is not enough, you can expand it to multiple levels. For example, search for b through a, and then search for c through b. In theory, the keywords should be divided into levels according to search intent: brand words > competitor words > product words > crowd words, etc.

In general, phrase matching is used as the matching method , because broad matching can easily cause problems. Be sure to pay attention to adding negative words, and deal with keywords that are prone to ambiguity in a timely manner. The data generated during the delivery process can also be used as a guide for secondary word expansion.

As for how much you bid, it depends entirely on your budget and your requirements for ROI. You don’t have to deliberately pursue the ranking position. The position only determines your click-through rate. The bid will affect your final cost accounting.

We can build a simple model. If there is only one keyword in the search engine and the keyword's search volume is infinite, even if the bid is low and it ranks on the right, we can still get enough clicks.

When you feel that the quantity is not enough, the first countermeasure that comes to your mind should be adding words, changing the creativity, etc., rather than raising the price.

2. Continuously integrate keywords with low cost and few clicks

The continuous integration of keywords with low costs and few clicks is, in layman's terms, equivalent to "hard drive partitioning."

Filter out all displayed keywords (including scattered ones), reintegrate them into a "new account", keep a backup of the old account, and directly distinguish them from the keywords whose data are all 0. In this way, I can both ensure the validity of these keywords and avoid directly deleting keywords with no data.

This divides an account into two large parts, one with data and the other without data. However, after the integration, the keywords without data are not always gone. We can check and screen again according to a period of time, such as one week, half a month, etc.

At the same time, during the operation, try to match keywords and search terms as much as possible. For example, there is a keyword and you find through data call that many search terms are triggered by this keyword, but there are related keywords in the account but no consumption. At this time, you can adjust the matching method for this keyword.

If the results are stable for a period of time, you can delete the remaining words. Just don't forget to back them up.

Source: SEM Encyclopedia Subscription Account