SEM operation: All the SEM creative strategies you want are here!

This article starts with the creative foundation, which is suitable for primary bidding and can be applied to actual optimization through the methods in it. If you have other optimization needs, please leave a message to ~

1. Principles of Creative Writing

1. Creativity needs to be concise and to the point.

2. The creativity needs to reflect the theme of the promotion unit (write around the core keywords of the unit).

3. Emphasize the advantages, uniqueness, and professionalism of the products or services provided.

4. The writing should comply with relevant standards (legality, character length, special punctuation, etc.).

2. Creative Writing Skills

1. Highlight product/service features, company advantages, etc.

Example: For education and training merchants, the title can highlight the regional symbol, product and service features, price, etc., and the description can highlight the product and service features, company commitment, etc.

2. Write around the unit theme and highlight the relationship between the search terms and actual business.

Example: For merchants in the education and training business, when writing creative ideas, special attention should be paid to highlighting the relationship between the training business and the promotional keywords, and finding a point of fit.

3. It is best to include price, promotion or promise content. The more information and the more specific it is, the better. Try to avoid meaningless descriptive statements.

For example: free shipping for purchases over 100 yuan, year-end promotions as low as 70% off, etc. The advantage of writing in this way is: giving netizens clear information, helping them judge whether they should click, and improving conversion rates.

4. Add some appealing words or points of appeal as appropriate.

Example: "Welcome to grab discounts, etc." But don't use too many similar words to avoid taking up too many limited character spaces.

5. For the same product or service, write about selling points from different aspects around the unit theme.

For example: When I was writing creative ideas for a client who made curtains, I wrote about four aspects: product style and function, price, brand, and product quality, covering audiences with different focuses.

6. Add appropriate grammatical punctuation marks such as “!?-”.

The use of normal punctuation marks can also help increase click-through rates and attract the attention of netizens, but be sure to use them reasonably and in accordance with review standards to ensure the user experience.

7. Use concise and short sentences.

Avoid using a long sentence of your company name or website name to take up space unless your company or brand is very appealing. The character limit of creativity means that when writing creativity, we can write more short sentences and be concise. At the same time, this is also in line with the search habits of ordinary netizens.

8. Various creative forms of presentation can help increase click-through rates.

There are many creative styles in the background, including sub-chains, pictures and texts, flash projections, etc., which can be fully utilized.

9. Insert wildcards and make as many reds as possible (2-4 times)

Red words help to attract the attention of potential audiences, and make potential audiences perceive creative information more accurately, making it easier for them to judge whether the creativity meets their search needs. A good red effect can help increase the click-through rate and conversion rate of creativity, thereby improving the return on investment. Baidu search promotion provides a simple tool for creating red ads - wildcards.

Warm Tips: It is recommended to adjust the creativity at any time according to the promotion effects of different creative ideas, changes in potential audience needs, industry peak and off-seasons, seasonal changes, adjustments to major policies, etc., in order to attract more potential audiences and increase profits.

3. Creative Optimization Techniques

1. A unit needs to include more than 2 creative ideas that are closely related to the keywords. Observe the performance of each idea for at least one week, keep the good ones, and modify the ones that perform poorly.

2. You can try using question sentences to conduct observations. Different industries have different advantages in adding question sentences, so it is necessary to observe frequently to determine whether the industry is suitable for adding question sentences.

3. The creative idea contains core keywords. Method: Find out the core keywords of the unit and add them to the creative title or description.

4. The creative should include keywords with a relatively high return on investment. Method: Check the keyword report and add the keywords with the highest clicks or impressions in the title or description of the creative.

5. The creative idea should include the submitted keywords. Method: Use the wildcard "{default keyword}" correctly to allow the system to automatically add keywords to the creative.

6. Keywords appearing in different places have different effects. The attractiveness ranking is as follows: Title + Web page description > Title > Web page description > No keywords appear.

7. Techniques to attract audiences at different stages:

4. Differences between B2B and B2C creative writing

B2B (products facing business customers) creative ideas: highlight the region, product quality and credibility.

B2C (products to individual customers) creative ideas: highlight prices, promotional information or promises, and novel call-to-action statements can attract more attention.

5. Advanced Skills - Creative Semantic Analysis

The following content is excerpted from Blue Whale’s website analysis notes:

When we write advertising creatives, what information do we want to convey to users? What are the differences between different SEM advertising creatives?

Recently, I conducted a semantic analysis on several real SEM creatives of financial websites. I divided the creatives into the most basic units and compared the concepts and quantity expressed by different advertising creatives to users (noun quantity), the actions called upon users to take (verbs), and the descriptions of different concepts (adjectives) through the use of nouns, verbs and adjectives.

Let’s first look at the specific meanings of nouns, verbs, and adjectives:

Noun is a type of word and belongs to the category of content words. Noun refers to the name of a person, thing, place or abstract concept. In advertising creative, it indicates the concept and amount of information conveyed to users.

Verbs are words used to express actions or states. Used in ad creatives to call users to action.

Adjective One of the main parts of speech found in many languages. Adjectives are mainly used to describe or modify nouns or pronouns, indicating the nature, state, characteristics, or attributes of people or things. They are often used as attributes, but can also be predicates, complements, or adverbials. Used in advertising creatives to describe and modify products, services and features.

Below we will break down several advertising ideas separately and observe the information and differences expressed in different advertising ideas.

1. Semantic analysis of the creative ideas of the building block box advertisement:

• Nouns (concepts and information): 9, wealth, investment and financing, network, imubox.com, platform, income, building block box, investment.
• Verbs (call to action): manage finance, anticipate, accrue interest, lead, serve, provide, register, realize, and add value.
• Adjective (modifying): 1, stable.
• Adjective + noun (coherence and meaning): stable wealth, stable investment and financing, stable network, stable imubox.com, stable platform, stable income, stable building block box, stable investment.
• Noun + Verb: Wealth appreciation, investment and financing services, leading returns…

2. Semantic analysis of the creative ideas of Renrendai advertisement:

• Number of nouns (concepts and information): 7, funds, personnel, principal, products, everyone, newcomers, plans.
• Verb order (call to action): value-added, favorite, first choice, financial management, and protection.
• Adjectives (modifying): 5, safe, stable, worry-free, time-saving, punctual.
• Adjective + noun (coherence and meaning): safe funds, safe principal, safe products, safe plans, sound plans…
• Noun + Verb: capital appreciation, popular among the public, principal protection, popular among newcomers, financial management for newcomers…

Creativity and text are the first step to attract users to click on ads. This information must appear on the landing page at the same time and be consistent with the ad creative. Only in this way can the consistency of information description and user experience be ensured. This reduces bounce rate.

Source: Aichi SEM