Two major directions of SEM search term promotion and optimization, revealing the mystery behind it!

Search terms are different from keywords. Keywords are words set by companies to cater to the search needs of potential audiences. The search term is the word that netizens enter in the search box when searching. According to the matching method set by the enterprise, if the search term matches a keyword set by the enterprise, it will trigger a creative idea corresponding to the keyword to be displayed on the search results page.

1. Importance of search terms

Search terms are very important because they directly represent the search intent of netizens.

The following is a table analyzing netizens’ motivations. Let’s take the search term “how much does double eyelid surgery cost” as an example to see how a search term reflects netizens’ search intentions:

Then, based on this series of motivations of netizens, we can set creative writing and landing page content to better cater to the search intent of netizens and increase the probability of closing a deal.

2. The value of search terms - search term report

To make full use of the characteristics of search terms, you also need to use the search term report.

Through the search term report, we can see which search terms netizens use to trigger which keyword ads, and we can add search terms with better conversion effects as keywords to expand more business opportunities.

In the search term report, if you find that certain search terms have poor effects and a large number of impressions, you can use the negative keyword function to filter out these low-value impressions and clicks.

In summary, the search term report has three values:

Expand new keywords;

Evaluate the rationality of the matching method;

If you find traffic that is not relevant to your business, set negative keywords.

1. Specific operation methods of search term report analysis:

1) Download the search term report in CSV format and open it in Excel.

2) Delete useless data: only keep plans, units, keywords, and search terms.

3) Then use the if function

=IF(logical_test,value_if_true,value_if_false).

4) Filter and check whether the keywords and search terms are consistent.

2. What is the use of search term report? What dimensions should the search term report analysis focus on?

The TOP-N analysis method is one of the classic analysis methods for Baidu search promotion account optimization. Its basic principles are to analyze typicality and differentiation. When selecting data, the more differentiated the data, the more valuable it is.

First, at the account level, we can conduct targeted analysis by arranging the two dimensions of click volume and impression volume in ascending and descending order respectively, and then conduct further search term analysis on key keywords based on the analysis results.

1) Display volume

High display quantifiers:

A word with a high display volume does not necessarily mean that the keyword has a high search volume; it may also be a problem with the keyword matching method. For the same keyword, the broad match display volume is greater than the phrase match display volume, which is greater than the exact match display volume. Therefore, if the display volume is high, specific issues should be analyzed specifically. For keywords with high display volume and broad match, special attention should be paid to see if there are any invalid clicks.

Low display quantifiers:

Keywords with low display volume need to be analyzed on a case-by-case basis. Keywords with high search volume but low display volume should be paid special attention to. This may be because the keyword is not placed, resulting in unstable matching display. If it is a target keyword with commercial value, it should be added to the keyword list.

2) Clicks

High click volume words:

For keywords with high click volume, focus on whether the search term is consistent with the click term. If not, conduct a specific search term analysis for the keyword to see if there are any invalid clicks.

Low click volume words:

For keywords with low click-through rates, focus on whether there is a problem with the matching method, and decide based on the specific situation whether to adjust to broad or phrase matching to gain more clicks.

3) The consistency rate between search terms and matching terms

For a continuously optimized account, the consistency rate between search terms and matching terms should become higher and higher, which means that the selection of target keywords will cover the target population more and more accurately.

3. Why are the impressions and clicks in the search term report different from those in the keyword report?

Because the two have different purposes and mechanisms:

1) In the keyword statistics report, all the clicks and impressions of the keywords will be counted to help you accurately measure the attractiveness of the promotion information to netizens;

2) In the search term report, due to the large amount of data, in order to improve your reading efficiency, only the impressions and clicks of search terms with clicks greater than a certain range are recorded.

Author: Yao Ruibin

Source: Aichisem