Ideas for building a Sogou promotion account

1. Why choose Sogou Search

1. Sogou Trends

Let's first take a look at Sogou's market size data:

Sogou has 240 million daily active users, with an average daily content consumption of 9.6 billion and an average daily usage time of 58 minutes per person. It is a national-level content consumption platform.

Next, let’s look at Sogou’s crowd portrait:

Through data analysis, we can see that the ratio of male to female users of Sogou is relatively balanced, and the majority of the age group is young and middle-aged, and this group of people has great consumption potential.

Let’s take a look at Sogou’s multi-scenario integrated marketing:

Business planning for three scenarios: search scenario + input scenario + browsing scenario:

Search scenarios: expand market share, build upstream and downstream search ecosystems, and cover pre-search and post-search scenarios.

Input scenario: From a typing tool to a service platform that connects people and information, creating a new marketing scenario.

Browsing scenarios: Expand dual-end traffic, support more flexible sales methods and more dimensional precise targeting.

Search scenarios include: search promotion, Galaxy, Sogou account, OCPC, quick investment/direct investment, brand products, product coating, search easter eggs

Input scenarios include: input method candidate words, input method associated words

Browsing scenarios include: information flow advertising, open screen matrix, etc.

2. Sogou’s traffic and resources

Sogou Browser APP has nearly 10 million daily active users, making it the fourth largest browser. Sogou Search APP has nearly 10 million daily active users, ranking second among search APPs. At the same time, Huawei's high-end phones use Sogou Search by default, and Sogou Search has in-depth cooperation with China Mobile

, entering third-tier and below cities, covering 80% of the incremental population market.

In addition, Sogou's cooperative media covers hundreds of millions of users, including 50,000 H5 websites and apps, and continues to expand wireless search and input method scene resources and increase internal high-quality traffic.

If a medical beauty institution wants to do Internet marketing, it must be equipped with a corresponding team. Let's take a look at the hospital's structure and corresponding responsibilities:

2. Hospital Overview

1. Hospital organizational structure

A hospital must have four parts: network department, administrative department, finance department, and hospital office.

Decision content of hospital contact person:

General Manager: Responsible for approving overall funding and supervising hospital profitability.

Director of Network Department: Responsible for the bidding department, self-media department, customer service department, art department, etc., assign work to each department, formulate corresponding KPIs, and allocate budgets for each channel.

Bidding Supervisor: Allocate annual, quarterly, and monthly budgets to each channel and monitor the effectiveness of the campaign.

Bidder: Daily optimization and adjustment of accounts, data analysis, daily budget control, and application for advertising fees.

2. Hospital operation model

Advertising - Consultation at the hospital - On-site consultation - Generate orders (treatment) - Postoperative follow-up - Second opening

Let's take a look at the assessment indicators of the network department:

Network director assessment: consulting costs, visit costs, transaction amounts and input-output ratio of the entire network department.

Bidding supervisor assessment: consultation cost, visit cost, transaction volume (input-output ratio, visits of new and old customers), transaction amount of each platform

Bidder assessment: Each is responsible for the platform's consultation cost, visit cost, and transaction volume (input-output ratio, visits by new and old customers)

Consulting team assessment: consulting cost, number of visits, transaction amount

Let’s take a look at the assessment indicators of other departments:

Doctor evaluation: The amount of money the doctor receives after the patient visits the doctor

3. Hospital business point

Let’s take a look at the hospital’s business areas:

Nose, eyes, face, chest, oral cavity, body sculpture, non-invasive micro plastic surgery, skin plastic surgery, private plastic surgery, tattoo, hair transplantation, etc.

4. Hospital business point profit

Among all business points, the most profitable ones are the chest, nose and eyes.

5. Hospital Advertising Budget Allocation

In terms of hospital advertising budget allocation, search advertising still accounts for the largest proportion, accounting for 50%, followed by new media, accounting for 35%, outdoor advertising accounting for 15%, and membership marketing and other advertising accounting for 5%.

6. Hospital Overview Summary

Hospital organizational structure: different levels of positions are responsible for different things.

Advertising budget allocation: Search engines are still the online outlet for all clients’ external publicity. Therefore, it needs to occupy a higher proportion in the customer's overall budget allocation.

Operation model & assessment indicators: The assessment indicators for personnel at all levels involve consultation costs and visit costs.

Business point analysis:

Classify all client projects from the perspective of revenue and cost, and implement them in bidding.

For low-cost, high-return projects, the focus is on stabilization and increased investment; for high-cost, low-return projects, the focus is on optimization and cost reduction to transform into a low-cost, low-return range; for high-return, high-cost projects, the focus is on maintenance; for low-cost, low-return projects, the focus is on daily maintenance and promoting secondary development.

3. Ideas for building a Sogou promotion account

1. Basic account settings

Account structure: can be built by business, time period, matching, and region.

Promotion period setting: 24 hours online

Geographical setting: In addition to the hospital location, increase investment in surrounding cities.

Matching method: Use matching methods flexibly to cover more traffic. Use phrase & broad match, key words must use all three matching methods

Product style: Determine the stage the customer is in and make product combinations. Use more picture styles to increase appeal, such as multi-picture styles, super crown, etc.

2. Account business and part of speech selection

The business points recommended for customers are: eye plastic surgery, skin beauty, body sculpting, nose beauty, oral beauty, breast plastic surgery, facial plastic surgery, non-invasive micro-surgery, hair transplantation, tattoo and embroidery, and private plastic surgery, a total of 11 businesses.

Based on the profit share of each business point of the hospital, priority and focus are given to the following businesses: breast plastic surgery, nose beauty, eye plastic surgery, non-invasive micro-surgery, and oral beauty.

3. Four-quadrant data for each business

We divide business points into four quadrants according to competitive needs. Let’s take a look:

High competition and high demand: eye plastic surgery, skin beauty

High competition and low demand: body sculpture, oral beauty, facial plastic surgery, brand words

Low competition and high demand: industry terms, breast plastic surgery, nose beauty, hair transplantation

Low competition and low demand: non-invasive plastic surgery, tattoos, and private plastic surgery

4. Four-quadrant operation strategy for different businesses

High competition and high demand: maintain the ranking of traffic words, add new product styles, and increase the attractiveness of advertisements; expand long-tail words and increase coverage.

High competition and low demand: maintain the ranking of traffic words; optimize creativity, increase popularity, and enhance attractiveness.

Low competition and high demand: Add all product styles, ensure that the advertisement is online 24 hours a day, ensure that all keywords are ranked in the top three, and ensure sufficient budget; expand keywords and increase the coverage of the population.

Low competition and low demand: expand keywords of different parts of speech to increase clicks.

(5) Data by time period

The account remains online 24 hours a day, with a focus on 8:00-22:00, and the online customer service will respond to patient inquiries as soon as possible.

4. Sogou Product Introduction

The following products are recommended for medical beauty institutions:

1: Super Crown, brand starting line, brand selection

2: Sogou account, vertical search, input flow

3: Ctr—picture matching chain, Ctr—style, conversion rate—quick consultation

Let's introduce them one by one:

1. Advertising style that combines branding and effects: Super Crown

Its advantages: It is the only ad displayed on the upper left side of the wireless homepage, which strongly attracts potential users to click. The height of the ad is 2-3 times that of ordinary styles, which has a strong sense of brand involvement and can increase the average click-through rate by 50%.

Case study:

A plastic surgery hospital that mainly provides facial plastic surgery. Both general words and product words are placed in Super Crown. The customer expressed satisfaction with the campaign results.

2. Advertising styles that combine branding and effects: Brand Selection: Brand advertising that displays product words and industry words at the top

It is displayed in the first ad position on the Sogou search results page on PC & wireless terminals. It can add product words and industry words that are strongly related to its own business to accurately reach potential users.

3. Products that expand traffic: Sogou Account

Search engines use content to build search results, and use search results to carry product advertisements, enabling see-and-buy, and building a search content ecosystem of "high-quality content + native conversion advertising."

4. Expand your flow: Advanced phrases

Upgraded to phrase core inclusion, phrase synonym inclusion, and phrase exact inclusion. The exact and broad match strategies remain unchanged.

5. Expanded traffic—input flow

During the chat process, the commercial intentions of netizens are captured, and products or services are recommended and displayed above the chat scene input box. The user input string is intelligently matched with the keywords purchased by the enterprise to trigger the advertisement

6. Improve Ctr style: matchmaking chain

Product advantages:

Solve the problem of customers repeatedly submitting duplicate materials and improve customer efficiency.

The materials will be placed in the material library of the asset center and can be shared with other product lines to improve material reusability.

The display style is flexible and effectively improves the click-through rate. The image optimization and sub-chain optimization strategies are introduced to support customers to bind multiple images and sub-chains to the same plan, and the system will select the best images and sub-chains for display.

7. Styles to improve CTR: medical beauty style

Increasing the coverage of medical beauty styles and combining them with keywords will be more conducive to promoting the promotion effect

8. Style to improve conversion rate: Quick consultation

Quick consultation can directly reach the company's consultation page, greatly improving the conversion rate