How to do keyword analysis? 5 essential indicators for promotion!

For bidding promotion , keywords are a crucial factor.

It is no exaggeration to say that if you master the keywords, you master the entire account. The purpose of controlling traffic and optimizing account structure is achieved through keyword matching, bidding, budgeting, etc.

Moreover, keywords are also a very important dimension in data analysis .

So the question is: since keywords are so important, how can we achieve a perfect effect of optimizing the account by analyzing the "keyword report" during the promotion process?

For example, in the figure below, how do we analyze such complex data? How to determine the optimization direction?

So~Tuzi shares a few points here, so you don’t have to worry about keyword analysis anymore~

• Analytical methods

Sort the "Impression" column in the keyword report in descending order. As shown below.

• Analysis direction

Are there high-intent keywords for high-impression keywords?

Analyze what are the factors that lead to high impressions and low clicks?

• Analysis Case

Take high-impression keywords as an example.

List all the factors that can lead to high impressions:

Is the keyword matching pattern too broad?

Do hot events lead to changes in the overall environment?

…

List all the factors that can affect clicks, and then eliminate them one by one. This will also be of great help to us in analyzing the overall performance of the account in the later stage.

• Analytical methods

Sort the "Consumption" column in the keyword report in descending order. As shown below.

• Analysis direction

Which word has the highest consumption? Is it worth it?

What percentage of total consumption do the top 10 words account for? Is it reasonable?

• Analysis Case

Take whether consumption is reasonable as an example.

Search for words with higher consumption and analyze the value of this word. For example: how many conversations were brought in, how many users were booked, how many conversions were made in total…

Usually, we have an expected proportion for consumption. If consumption exceeds this expected fixed value but does not reach a certain lead or conversion, we need to make corresponding adjustments.

For example, the keyword cost of "thyroid nodules" is fixed at around 600. If this word costs 600 but there is no conversion, or the conversion rate is lower than the market conversion rate, the reason must be analyzed and adjusted.

• Analytical methods

Sort the "Clicks" column in the keyword report in descending order. As shown below.

• Analysis direction

What are the factors that influence the analysis of words with higher clicks?

What are the characteristics of high-click keywords?

Is the word with the highest click price the main recommended word? Is it a more profitable word? Is that a word you think it's worth?

Based on the average click price of the account, analyze the factors that influence high unit prices but poor click rates?

• Case Study

Take analyzing high-click keywords as an example.

Does high click rate mean more searchers? Creative and click-worthy? Ranking changes? …

List the factors that influence high clicks separately, and then eliminate them one by one.

Then analyze the characteristics of high-click keywords?

In which time periods are the most popular words distributed? Is there a dialogue? …

This will determine the optimization direction. All of the above issues require us to have a deep understanding.

• Analytical methods

Sort the "Average Click Price" column in the keyword report in descending order. As shown below.

• Analysis direction

Average click price = next person's bid x next person's quality / own quality

The average price of a keyword can tell you how competitive the word is.

• Analysis Case

The bid for the keyword "thyroid" is 3 yuan, the quality is 5, the average click price is 2.5, and the average ranking is 3.

The comprehensive ranking score of "thyroid" is 3X5=15 points. The comprehensive ranking scores of the two competitors above must be greater than 15 points to be ranked ahead of us.

Go to the backend to view the keyword quality curve and use this data as a reference.

If the quality scores are all within 5 points, you can try to increase the price by 3 yuan, so the bid is 6 yuan, and the comprehensive ranking score is 5X6=30 points. Then go to the promotion status to check whether the ranking of this word exceeds that of the first two competitors. If it ranks first, it means that the ranking scores of those two companies are lower than 30 points, and their bids are lower than 6 yuan.

• Analytical methods

Sort the "Click-through Rate" column in the keyword report in descending order. As shown below.

The click-through rate of a keyword = click volume / impression volume.

The click-through rate of a keyword directly reflects the keyword ranking position and creative attractiveness, and is also the most important factor affecting the quality of the keyword.

For example: if a keyword is displayed once and clicked once, the click-through rate is 100%, which proves that the creativity is of high quality; and if this keyword can be maintained for a long time, the quality must be very high.

Then we need to analyze the click volume and impression volume separately, list the factors, check the factors, and then optimize them.

The above are the indicators that need to be analyzed for the "Keyword Report". Let's apply them quickly~

Keywords are the largest component of bidding promotion, so we can clarify the distribution of traffic by analyzing clicks, consumption, average price, etc., and then make the good ones better and the bad ones better!

Source: Houchang College