2 major directions + 5 capabilities + 7 strategies, SEM promotion effect is doubled!

Introduction: The promotion effect is abnormal, the data is unstable, sometimes good, sometimes bad, this is the personal experience of every SEMer. This article summarizes the 257 rule that affects SEM effectiveness, namely 2 major directions, 5 capabilities and 7 strategies. We will gradually analyze and review various factors for your reference.

We have summarized the factors that lead to abnormal account conversion effects into the following two major directions.

1. Objective Factors

Refers to the influence of external factors, news events, and changes in platform display.

For example: an increase in competitors; holidays; leading to changes in people's search intent; an increase in Baidu's new products, Baidu Ask a Doctor, etc.; leading to changes in the nature of search engine display.

This factor is inevitable. We just need to observe what is happening in the outside world and make relevant understanding and adjustments based on the changes in its platform display.

2. Subjective Factors

Subjective factors refer to human factors, which are caused by the influence of various related operations on the account.

For example: adjusting keyword prices, adding a batch of keywords, modifying creative ideas, etc.; all of these will cause differences in the final account data. This factor requires real-time monitoring and observation of these data to make correct adjustments and tracking.

We believe that bidding ability = technical content (30%) + data analysis and delivery strategy (70%). The former is more technical, while the latter is more ideas-oriented. If we break it down, we can divide it into the following five capabilities:

1. Account structure (technical)

2. Data statistics (technology + ideas)

3. Data analysis (ideas + strategies)

4. Account Adjustment (Technology + Ideas + Strategies)

5. Delivery strategy (technology + ideas + strategy)

1. Account structure (technical)

The account structure focuses on technology. It is required to be familiar with the settings of each level in the promotion platform account.

When building an account structure, the division logic must be clear and the grouping must be refined, putting keywords with similar meanings and the same structure together; this allows for the writing of creative ideas targeted at the promotion unit where the keywords are located; and ensures that all keywords under a unit are embedded in the creative with smooth sentences and clear semantics. It also facilitates later statistical data and lays a good foundation for future account management optimization work. As some high-end bidders understand, a good account structure is a good start before promotion.

2. Data statistics (technology + ideas)

When it comes to data statistics, the emphasis is on technology. Proficiency in Excel spreadsheets is required.

Apart from the simple daily statistics of some summary data, it is very troublesome if you want to thoroughly understand all the data in the account and monitor the account in real time, understand it in real time, and have comprehensive control over it. For this reason, many people have racked their brains for data statistics, made many attempts, and conducted many experiments, hoping to achieve the above through several sets of data summarized by themselves. This is also the most important kind of research and thinking spirit in bidding.

Since the materials in the account are too large, if we only check the data generated by the account background system every day, we can only analyze some superficial data and it is difficult to analyze the problems with the data. The key is how to count these data indicators well. Here we share a set of data statistics on the planning level in the account for explanation.

3. Data analysis (ideas + strategies)

Data analysis focuses on ideas and strategic capabilities.

In order to avoid complicating the data at the planning level, the above data only includes consumption as an indicator. From the comparison trend of the total daily consumption of the account, we can clearly observe the differences in consumption between today and yesterday for each plan. Then, based on the comparison of the consumption data of the following plans, we can find out which plans have high consumption and why. This will lock the plan and allow you to enter each unit for in-depth search.

Planned data statistics are very helpful for analyzing the account's consumption anomalies yesterday, and as a daily data report for an account, I think it is necessary to do it every day.

Of course, the above is only one aspect of the analysis. You can also color-code the plans in your account yesterday that were prematurely taken offline due to insufficient budget, and compare the weekly data of each plan. In short, as long as you have many ideas and thoughts, this data will far exceed the data indicators analyzed above.

4. Account Adjustment (Technology + Ideas + Strategies)

We have said before that abnormal situations in accounts are mainly caused by objective and subjective factors.

Objective factors are inevitable, while subjective factors are man-made. Any operation on the account will cause differences in the final data. Whether the difference is good or bad, we must track, observe and summarize the adjusted data in real time.

If the account's promotion effect is improved after such adjustments, it means that we have made the correct adjustment ideas; on the contrary, if the account's fees and costs increase after the adjustments, then we must conduct an analysis and summary to avoid similar situations from happening again next time.

To sum up the above, as long as any data is sorted out, accumulated, compared and observed, and the differences between today's data and yesterday's data are analyzed, the source of the problem can be discovered in time, so that more reasonable adjustments can be made.

5. Delivery strategy (technology + ideas + strategy)

As the most advanced part of bidding, as long as you have many ideas and thoughts, and a variety of delivery methods, there is nothing you can't do, only what you can't think of. Here we share some delivery methods summarized from practical experience.

1) Region + disease word placement strategy

Anyone who has done medical bidding knows that searching for words such as region plus disease type has the best conversion effect, and the search population is also the most interested.

Delivery method: Create a new plan in the account and name it after the region name for delivery. You can also use a separate account for delivery in order to better plan and count.

2) Promotion time period delivery strategy

(For specific strategies, please refer to the article: Use these 4 SEM promotion time strategies to achieve a ROI conversion of 1:10!)

Because the search population in each time period is different, the final conversion will also vary.

Delivery method: Launch a new account or create several new plans, and choose a good time node for targeted delivery.

3) Key keyword placement strategy

During the promotion period, we will count the words with good conversion effects every day and accumulate the statistics. Since these words can generate conversions every day, we must focus on these keywords.

Delivery method: Re-establish some plans and only add these key keywords for targeted delivery.

4) Low-price keyword delivery strategy

Many people will use this delivery method. On the one hand, it can get more exposure in search engines, and on the other hand, it can gain more potential customers.

Delivery method: Create several new plans in the account for delivery, or use a separate account for delivery.

Here we explain why we adopt this delivery model. People who often search for keyword rankings on search engines will observe this (especially on mobile devices). Sometimes when searching for some keywords, the promotion position is not displayed, and sometimes the promotion position is only displayed at the bottom. This also shows that the search engine display rules are sometimes changing.

Therefore, we need to display more keywords in the account to avoid the loss of some potential searchers to other platforms.

5) New website topic pages and event launch strategies

For some special pages that will be updated on our website and some promotional activities planned by the company, we can create a new plan, write targeted descriptions in the promotional creative, and then conduct a launch test.

6) Promotion link consultation page delivery strategy

We often use this method of delivery during promotion. Just be careful to explain when writing the promotional creative idea so that netizens know that after clicking on the idea, they will communicate with customer service online.

The above shared these delivery methods and strategies. It’s still the same sentence, as long as you have many ideas, many thoughts, and a variety of delivery methods, there is nothing you can’t do, only things you can’t think of.

Data statistics, data analysis, account adjustments and delivery strategies are the core skills of bidding. If you can penetrate the concentrated essence, it means that you have reached the highest level of bidding.

Finally, what is the essence of bidding?

Although everyone’s answer to this question is different, all answers are inseparable from the theme of conversion effect . Our ultimate goal in bidding is to achieve the best conversion effect and maximize the benefits for the company. At the same time, it is also to prove my value in this company, and I hope to achieve the highest level in the field of bidding.

Summary: Bidding is a science with profound implications. If you can grasp all data changes occurring inside and outside your account and make targeted strategic adjustments and optimization plans, it means that you have mastered the science of bidding.

Source: Aichisem