SEM promotion from word selection to optimization, 3 major routines!

In SEM advertising, we often spend most of our time on keyword management, from the initial word selection, screening, grouping and later quality optimization, keyword data analysis. It can be said that keyword bidding advertising starts with keywords and ends with keywords.

So what kind of keyword strategy is considered a good keyword management strategy?

——Manage keywords with “demand” in mind

If we regard SEM advertising as a marketing promotion activity, then the starting point of all marketing promotion activities is to start from the needs of target consumers and formulate marketing plans based on these needs.

So are the needs of target consumers hidden behind the huge number of keywords? In previous keyword management, were people more concerned with parts of speech? Here I would like to share with you some ideas on keyword management based on the target audience.

1. Keyword Grouping

The general steps for adding keywords to an account are word selection, word screening, and grouping. For all keywords to be divided, based on account historical data or keyword surveys, the keywords can be roughly divided into four levels of demand: brand demand, core demand, target demand, and intended demand.

Most people usually group keywords based on the sequence of product category and part of speech. Here we introduce to you the three-level grouping keyword sequence based on demand: product category, target demand level, keyword part of speech (relevance) three-level word segmentation method.

Brand demand: This group of people mainly have a certain understanding of the brand or pay attention to the brand when making purchasing decisions. It mainly includes product name words or company’s brand keywords, competitor words and other brand-related words.

Searching for these keywords often has the highest degree of intention, and target consumers often conduct incremental keyword searches from general words, product words, brand words, competitor words, and long-tail words (comparison).

Core needs: This group of people mainly consists of consumers with urgent needs. They are also the ones who need product services or functions the most. They have a certain degree of awareness of the product or are familiar with alternative products. Includes core business words and core user words.

▲Core demand segmentation of a decoration business company

Target demand: This group of people has clear demand targets, but is still in the comparison stage. The keywords in this part mainly include: question words, style, comparison and other words.

▲Target demand segmentation of a decoration business company

Intended demand: This group of people have needs but their goals are not clear enough, and they are more interested in information around the product. Including crowd words, crowd interest points, etc.

▲The intended demand segmentation of a decoration business company

2. Keyword management and optimization

1. Grouping: Use product categories as series and group parts of speech to mark the degree of demand.

2. Ranking: Focus on maintaining the ranking of brand demand and core demand population words, and test and optimize the ranking of target demand and intended demand population words.

3. Effect: Focus on maintaining the conversion of brand demand and core demand effects, and actively explore and expand the conversion of target demand and intended demand effects.

4. Appeal: Based on the different levels of demand, make targeted appeals to the target group in the advertising creative and landing page.

5. Analysis: Understand consumer psychology based on sales data to optimize and expand keywords, and optimize products or services based on keyword data.

3. Benefits of managing keywords according to demand

Grouping keywords based on demand can better grasp the degree of consumer demand for products in each product category and make reasonable budget allocation and keyword attention. Under each product category, the keywords are grouped into categories using historical data to facilitate:

1. Understand the priority of keywords: According to the classification of consumer needs, pay targeted and focused attention to the keyword ranking, clicks, and consumption of each demand part.

2. Consumer data analysis: Analyze keyword data to understand the product purchase cycle and popularity among target consumers.

3. Secondary sales follow-up: By checking the keywords, customer service staff can roughly understand the customer's intention level so as to adopt different strategies or words to deal with different target consumers.

4. Targeted advertising appeals: Keywords are developed based on target consumers. Keywords correspond to target groups, making it easier to adopt different advertising appeal themes and appeal methods.

5. Comprehensive keyword coverage: All keywords correspond to the target consumer demand level. By analyzing the target consumers, crowd psychology keywords can be added in a timely manner.

Market equals population plus purchasing power. Accurate advertising is displayed to the target audience through keywords and background settings. In fact, the quality of advertising lies in the grasp of the psychology of target consumers. Can advertising appeals influence consumer decisions and dispel consumer concerns? Are the ads shown to the right people at the right time?

Whether it is keyword advertising or other advertising, advertising is displayed to people, so the advertising appeal must start from the target group, and avoid falling into the huge "keyword circle". Keywords start from "demand".

The following is a comparison of the account structure of a decoration company's original keyword management model and demand-based management model, which can be used as an example reference.

▲Original word segmentation management

▲Analyze and manage according to needs

Finally, I would like to leave a topic for everyone to exchange and discuss. Among these types of words, which type of words has a higher probability of being maliciously clicked? Everyone is welcome to leave a message and join the discussion.

Source: Aichisem