SEM operation: How to carry out refined SEM operation?

The algorithm-recommended information flow represented by Toutiao is changing the previous information distribution method centered on search engines, and is also constantly eroding the advertising market share of SEM search engine marketing. SEM has gradually transformed from the past extensive management to refined operations.

To achieve refined operations, SEM needs to learn the advantages of the information flow distribution model:

Divide users into groups and cater to their preferences, with different faces for each one.

In order to cater to someone’s preferences, you must first know what he likes.

In addition to the traditional classification and insight into users based on user portraits, user segmentation and user insights can also be performed based on the demand status of the target audience.

According to the traditional consumer behavior model, the user's purchasing behavior is divided into 5 stages:

Problem recognition - information collection - comparative evaluation - building trust - confirming purchase

Users need to first recognize the existence of the problem and have the desire to solve it, and then enter the stage of actively collecting information. After collecting enough information, users will compare and evaluate multiple solutions, build trust in the process, and finally choose one to confirm the purchase.

Whether the user will take action immediately (actively collect information or confirm the purchase) depends largely on how strong and urgent the user's desire to solve the problem is.

In this process, the user's status can be divided into the following three types:

① Are users aware of this problem?

② Whether the user is willing to solve the problem

③ Does the user know a certain type of solution?

From this, we can derive four different types of user demand states:

The first type of user demand status:

The user is aware that he or she has a certain problem and has a strong desire to solve it. He or she also knows a certain type of solution or even a specific product brand.

Taking the demand for buying a car with a 10% down payment as an example, the user currently has the need to buy a car in installments and hopes to drive a car in the near future. After realizing that his current down payment budget does not meet the 4S store's requirement of at least 30% down payment, he thinks of the solution of buying a car with a 10% down payment, or he thinks of the advertisements he has seen on DanXche or MaoX New Car Network before. He will actively search and collect relevant information about buying a car with a 10% down payment, or directly search for specific products to learn more. After comparing prices and building trust, he finally chooses to complete the car purchase on one of the platforms.

This type of user demand status corresponds to SEM delivery, which mainly targets two types of keywords: brand and business:

Brand words can be divided into brand words and competitive words

Business words can be divided into business core words and business product words

Keyword examples:

Brand word: DanXChe / DanXChe website

Competitive words: MaoX New Car Network / How is MaoX New Car Network

Business core words: 10% down payment to buy a car / 10% down payment car buying platform / where can I buy a car with 10% down payment

Business product words: 10% down payment for Corolla / 10% down payment for Civic / Which Volkswagen car can be purchased with 10% down payment

The second type of user demand status:

The user is aware that he has a certain problem and has a strong desire to solve the problem, but he does not know the corresponding solution.

For example, when a user wants to buy a car in installments, he finds that the lowest down payment at a 4S store is 30%, and his current budget is not enough, but he does not know of any other car purchase solutions except for 4S stores.

In this case, when it comes to SEM delivery, in addition to investing in business-related words, you can also invest in industry-related keywords.

Keyword examples:

Industry terms: installment car purchase/ minimum down payment for car mortgage/ 4S store mortgage down payment

The third type of user demand status:

The user is aware that he currently has a certain problem or a certain need, but he is not very willing to solve the problem or meet the need, or even has no intention to solve it.

In this state, the user is unlikely to make a purchase, and has little desire to actively collect relevant information. He is more likely to passively accept information. Only when he has a strong desire to solve a problem or meet a need will he actively collect information or even make a purchase.

For example, a user may only want to buy a car, but is not in a hurry to buy it, is not sure when to buy it, or whether to pay in full or in installments. He or she just wants to know more about buying a car or car models.

This state corresponds to SEM, which mainly refers to general traffic words such as fixed investment population words.

Keyword examples:

Crowd words: Corolla price/ Which is better, Accord or Camry/ Differences between buying a car with full payment and mortgage

The fourth type of user demand status:

Users know that a certain type of solution or a specific product brand can solve a certain type of problem, but they do not realize that they have this problem or have this need, so they have no intention of solving the problem or meeting the need.

In this case, users will not enter the subsequent stages of actively collecting information before completing the stage of problem recognition. If users realize that this problem needs to be solved in a certain scenario in the future and have a strong desire to solve the problem, they will actively collect and understand known solutions or information about a specific product.

For example, in some cities with license plate restrictions, some users feel that the cost of taking the subway is lower than the cost of buying a car and can better meet their travel needs. Therefore, they do not have a strong desire to buy a car, will not actively collect relevant information about the car, and will subconsciously ignore related car purchase advertisements.

Compared with SEM's "people actively look for information" model, the "information actively looks for people" model of information flow will be more able to influence and educate user groups who are in this type of user demand state.

Through the above summary of the division of user demand status, we can make reasonable and detailed plans for the SEM account structure in a targeted manner, and then carry out more refined operations to obtain better delivery effects.

Source: Marketing Full Stop