A complete guide to information flow optimization. Are you still worried about conversion after reading this?

Conversion is the core of bidders, so what is the core of bidding ?

flow . Yes, the core of bidding is traffic. We control conversion by controlling the amount of traffic, whether to have it or not.

For example, the search term "plastic surgery hospital" has a low intent , but I am a small account and do not have a high budget, so we can bid lower and use less budget.

For example, "facial plastic surgery" is a keyword with a high intention, so I will focus on acquiring this part of the traffic, bid higher and budget more.

Obtain traffic by adjusting the bidding and matching methods of keywords.

If the core of bidding is to control traffic, then keywords can be said to be the ultimate weapon to control traffic .

So the question is, how do we determine which keywords have high intent and which keywords have low intent? Which keywords’ traffic can be focused on? Which keywords should be avoided?

In fact, users’ search terms are varied, and different search terms have different degrees of intent.

But basically we can divide it into three stages:

• Information gathering phase
• Product comparison stage
• Brand purchase stage

Going through these three stages can help us better manage accounts and control promotion effects.

When a user has a demand, it does not directly lead to conversion. Instead, he will first search through a search engine , which is the so-called information collection.

For example, one day the rabbit developed the need to "register as a certified public accountant."

But I won’t make a purchase immediately. I will first search for information related to CPA on Baidu .

For example:

Search term: Is there a future for CPAs?

Search needs: Want to know relevant job prospects and salary benefits

Search term: What are the requirements for applying for the CPA exam?

Search requirements: Do I meet the registration requirements for the CPA?

We call the search terms mentioned above first-stage keywords.

In the first stage of search terms, users are often just interested in the product, but their intention to buy the product is not high. If you have a small account, placing these keywords is just a waste of money.

Other keywords of this type include: What causes spots on the face, Xiamen travel, and registration time for fire protection engineers.

Usually, the keyword search volume in the first stage is large; on the contrary, the visitors' purchasing intention is extremely low, and it is easy to generate conversations but more difficult to convert.

In terms of advertising, you can adopt a low price + wide approach; in terms of creativity, you can adopt some general ideas.

Note: Not suitable for small accounts

Through the first stage of searching for information, users will have a comprehensive understanding of the product and generate demand in the process. However, due to the multi-faceted nature of information, users will compare products based on performance, price, service, etc. and choose the best one.

For example, Rabbit has basically determined his purchasing needs by searching for information about certified public accountants. But the purchase will not be made immediately. Instead, the buyer will compare many products and choose the best one.

For example:

Search term: Which CPA firm is the best in Beijing?

Search needs: Understand the reputation of each training course

Search term: Register for CPA course

Search needs: understand product content and product prices

Like the keywords mentioned above, we call them second-stage words.

The biggest feature of the second stage is that there are often clear products in the search terms.

For example: frozen yogurt franchise, Beijing office decoration, etc.

Usually after filtering through the first stage, the traffic searching for the second stage keywords will be higher in intent, while the search volume will be relatively reduced.

For this stage, it is recommended not to be too broad when placing ads, and to prepare negative words in a timely manner, so as to spend the money wisely.

And because the user search intent at this stage is already relatively clear, the creativity should be based on the search term requirements as much as possible.

After screening and filtering the information, users have basically determined the brand they want to buy, but they still lack a certain sense of motivation.

For example, through collection and comparison, Rabbit finally decided to sign up for Zhao Yang Certified Public Accountant and developed a certain sense of trust in the brand. But I am not sure whether my choice is correct. At this time, I often ask for more affirmation to confirm my choice.

For example:

Search term: Is Zhao Yang, a certified public accountant, good?

Search term: How is the teaching staff of Zhaoyang Certified Public Accountant?

Search needs: Find out whether the money I spent is worth it!

The biggest feature of the third-stage keywords is that “users will bring their own brand words.”

For example, how is Zhao Yang’s bidding training, how much does Zhao Yang’s bidding cost, etc.

For this keyword, the user intent level is extremely high. But the traffic is relatively small.

It is suggested that more relevant brand words can be developed for advertising; in terms of creativity, it is suggested that more of one’s own advantages or inducements can be reflected.

Keywords are the core of bidding to control traffic . Only when we understand the relationship between keywords and audience needs can we choose which keywords to place, how high or low the bids should be, and how the matching methods should be used. How to write creative ideas? etc.

The keyword purchasing stage can not only help us control traffic, but also use it to build accounts, making your subsequent optimization work more effective!

Author: Rabbit , authorized to publish by Qinggua Media .

Source: Houchang College (ID: semlianmeng )