Want to become a high-level SEM promotion and marketing expert? You must go through these 5 stages

The author divides bidders into 5 levels:

1. Novice bidder: knows how to operate a simple account

2. Senior bidder: can analyze data

3. Senior bidders: can control traffic

4. Hardcore bidders: control the marketing process

5. Say goodbye to bidding

Let’s talk about SEM. SEM (Search Engine Marketing) is search engine marketing, not just bidding (many people think SEM = Baidu bidding). Baidu bidding is just a paid promotion in SEM. M stands for marketing, and SE stands for search engine. To quote what Mr. Li said during my previous training, " What we do is marketing, and the Internet is just a channel ." SEMers should know that what we do is also marketing, and search engines are just one of the channels.

Let’s first look at the five stages of marketing (these five stages are applicable to all marketing):

Traffic diversion->conversion->cost control->process control->system construction

These five ultimate algorithms are applicable to all marketing. The author uses bidders as an example.

1. Traffic generation - rookie bidder

The first level of bidding is to attract traffic, which is the basis of bidding. Bidding is a paid promotion. Once the money is received, you can immediately have thousands of keywords ranked and traffic will come in immediately.

So what is the quality of this traffic? Is more traffic good? For example, are keywords with high click-through rates in bidding good words? So the second question arises.

2. Conversion - Senior Bidder

Is drainage the purpose? Of course not, the purpose of traffic generation is conversion (for example, SEO must first be included, then ranked, and then pursue screen dominance after ranking. After all these, conversion is still required in the end). So everyone started paying attention to conversion, but does conversion mean it’s a good thing? Are keywords that have conversions in bidding good keywords? Are ideas that can generate conversions in information flow ads good ideas?

Example:

The profit of product A is 1,000, the CPC of keyword 1 is 10 yuan, and the conversion rate is 10%. It takes 10 clicks to place an order, costs 100, and earns 900. At this time, the conversion rate is good.

Similarly, if the profit of product A is 1,000, the CPC of keyword 2 is 100 yuan, and the conversion rate is 10%, it takes 10 clicks to place an order, costs 1,000, and earns 0 (in theory, of course, in reality there are also rent, labor, water and electricity, etc.)

At this time, is it still good to have conversion? So the third question arises.

3. Cost Control—Senior Bidder

Is conversion good? Is high conversion rate good? The answer is not necessarily! When converting, we must also consider the cost. If the profit is close to or even exceeds the cost, the conversion is not good.

I have seen someone define a good word before as: low consumption and high conversion. However, this is an ideal state. Even if a word with high conversion rate used to have low consumption, it will naturally become high consumption as there is more competition.

So what is a good word?

A good word means that the cost can be kept at a reasonable price while ensuring the quantity.

Example:

Product A has a cost of 100 and a selling price of 1000.

The CPC of keyword 1 is 10 yuan, the CVR is 10%, and an order is placed with 10 clicks, spending 100 and earning 800. The ROI = 400%, but keyword 1 only has 10 clicks a day.

The CPC of keyword 2 is 100 yuan, the CVR is 25%, and an order is placed by clicking 4, spending 400 and earning 500. The ROI=100%, and keyword 2 has 1,000 clicks a day.

From the perspective of ROI, keyword 1 is greater than keyword 2, so keyword 1 should be better, but the author thinks keyword 2 is better. Why?

If we only look at ROI, we will overlook a detail, that is, keyword 1 can complete a maximum of 1 order a day, while keyword 2 can complete 250 orders a day.

When consumption is low, it is relatively easy to achieve a high investment-output ratio because the base is low and sometimes it is just a matter of luck; but keyword 2 can still have high conversion and good profits under high consumption conditions, which is not easy.

If you don’t understand, let me give you another example from customer service: (conversion is considered as a phone call)

Customer Service 1: Received 100 calls, converted 55, CVR 55%

Customer Service 2: Received 100 calls, converted 40, CVR 40%

Customer Service 3: Received 50 customers, converted 30 customers, CVR 60%

Customer Service 4: Received 50 calls, converted 20, CVR 40%

You must think that Customer Service 1 is the best, as he can maintain high efficiency under high-intensity work. Although Customer Service 3 is very efficient, his intensity is half that of Customer Service 1. If the intensity is increased, can he still maintain such high efficiency?

The so-called ultimate algorithm uses the input-output ratio and cost as the final starting point for measuring the bidding effect, while other details such as click-through rate, quality, exposure, etc. do not need to be overly concerned. Of course, to achieve a good investment-output ratio and cost control, other links must be done well, because this is an overall process, but the author emphasizes that there is no need to pay too much attention to it. If you stick to a certain detail data, it is easy to get into a dead end.

If you understand the above 3 points (traffic generation, conversion, and cost control), you should be at least a supervisor. So how should you move up if you want to?

4. Process Control—Hardcore Bidder

I believe that bidders with certain experience have already mastered the first three points, so what is marketing process control?

For example, if SEM training recruits students and requires 100,000 yuan in advertising fees and enrolls 10 people, what should you do?

(If you can get a general idea of ​​this question, then you really understand the marketing process. You can think about it yourself without reading any more.)

This is when you need to work backwards .

First, let’s take a look at what the process is like:

Display -> Click -> Arrive -> Access -> Consult -> Leave a phone number -> Invite -> Visit (home visit) -> Register -> Pay (many people understand that it only stops here, but there is actually another step after this) -> Word of mouth

The process is roughly like this. If you want to reach the last 10 people to sign up, you need to control each of the previous steps, such as the payment rate is 50%, the registration rate is 50%, the visit rate is 50%, the invitation rate is 50%, the call rate is 50%... (In order to simplify the calculation, each step is calculated as 50%, everyone understands the meaning)

For those 10 people to pay, 20 registrations, 40 visits, 80 invitations, 160 phone calls, 320 consultations, 640 accesses, 1280 arrivals, 2560 clicks, and 5120 impressions are required. Of course, there are also dialogues, effectiveness, etc. in the actual work.

By the way, the process of APP is roughly as follows:

Display->Click->Arrival->Download->Install->Register->Activate->DAU, MAU, retention, etc.

Back to the issue of enrollment, if you spend 100,000 yuan to enroll 10 students, you have to control every link.

1. What are the factors that affect display?

Keywords, bids, quality, budget, time, region, etc.

2. What are the factors that influence clicks?

The most important thing is creativity.

3. What are the factors that affect arrival?

Page loading speed, host response speed, etc.

4. What are the factors that affect access?

The settings of the customer service software, such as mandatory access or other (some user experience can be sacrificed for the sake of effect)

5. What are the factors that influence consultation?

The most important thing is the customer service skills and level of customer service, landing page, copywriting, etc. (The author will introduce customer service in detail in the following article)

6. What are the factors that influence visits?

The most important thing is the language skills and sales level of the person making the phone call.

That’s about it. Everything else is similar. If you can make it to this point, you are definitely at least a supervisor, and at best a manager level. To control the process, every link needs to be done well, and none of them can be missing. This not only involves the basis of bidding, but also includes the coordination of work of various departments such as planning, copywriting, design, customer service, sales, etc.

If you have done all of the above, you will definitely be promoted to manager, and at best, maybe even director. So if you want to move up further, how can you improve?

5. System - Say Goodbye to Bidding

If you have achieved the above 4 points and want to move further, what are you still missing?

Going further up is the building of the system. Everyone knows that one person cannot beat a team, but a team cannot beat a system.

So what is a system?

For example, if the company is developing rapidly/expanding its business/expanding to other locations/one of the core team members has changed jobs/the company or project is about to fail...in these situations, the importance of the system is reflected. The system means that when any member of the team is missing, everything will basically not be affected and can continue to proceed normally. Because of the existence of the system, every gap that occurs can be filled in a timely manner, and a project can continue to accelerate without slowing down or even stagnating.

Now you know what a system is, and the person who can build this system is definitely not an ordinary person! ! ! Because this requires a full understanding of every position within the system, accumulation of experience in every important link, as well as one's own management and coordination capabilities. There are not many people who can reach this level yet, but at least there are some people who have succeeded. Success does not depend on heaven, but planning depends on man.

The analysis of the five stages of marketing has been completed. Take a look at your level and think about what aspects you need to improve.

Source: Aichisem