What are the commonly used terms in SEM? Summary of Common SEM Terms

Key indicators and terms

◆ Ranking and creativity——CTR (click-through rate)

The main influencing factors are keyword ranking and accuracy as well as the absorptive power of creativity.

◆ Is a click expensive? CPC (average click cost)

The competitiveness of keywords is affected by the quality index and determines the promotion cost.

◆ Is the promotion cost high? - CPA (cost per action)
"Action" depends on the performance target, which may be consulting, advertising, inclusion, etc. CPA measures the cost of the company's promotion to bring in orders.

◆ Is the conversion effect good? - CVR (conversion rate)

The core indicator is that the purpose of corporate promotion is conversion, which can be improved by negative words, modifying matching methods, etc.

◆ Whether the promotion makes money or not——ROI (return on investment)

Order amount (profit)/consumption amount x 100%. If the promotion does not have a qualified ROI, all optimization will be in vain. Don't talk about hard work, just talk about achievements.

The display and click can be viewed in the Fengchao background, the bounce rate and visit duration can be viewed in the statistical software, and various rates and ratios need to be calculated.

Implementation of report analysis
The daily work of a semer who has just entered the industry is usually to write plans and make reports (account reports, program reports, creative reports, keyword reports). He must learn to analyze the reports and find out the problems before he can fully handle the account as soon as possible.

Account Report Analysis
Usually once a month, including some data such as display, click, click rate, consumption, and average click price.

Analysis of the program report
Once a month or a week, adjust the plans for those with lower conversion rates.
Creative reports are analyzed once a month to analyze display and click status and understand creative quality.

Keyword report analysis
Check every day and analyze the changes in various data (focus on click-through rate, conversion rate, conversion cost, and average click price).
Tips: The analysis of each report depends on the actual situation, and the basic article is only for reference by novices.
Optimize important data indicators to improve conversion rate: improve keyword accuracy; optimize creativity; optimize landing pages.
Reduce conversion costs: golden combination (broad/phrase match + search term report + negative words), 80/20 principle.
Improve the input-output ratio: budget, region, time period, bid, and matching settings; multi-platform promotion, multi-channel promotion (online alliance, information flow), and online and offline integration.

Summary of common SEM terms:
1. Industry related:
1. SEM: abbreviation of Search Engine Marketing, which means search engine marketing.
2. AdWords: Google’s keyword bidding advertising.
3. Adertorial: A type of soft-text advertising, that is, a paid article that is intentionally designed to look like an ordinary article.
4. Banner Ad: Banner Ad, the ad display position at the top, bottom or side of the web page.
5. DSP display advertising: It is the abbreviation of Demand-Side Platform, which means demand-side platform.
6. POP: Point Of Purchase, which means "point of sale advertising" and can also be called "store display".
Such as tags, posters, small stickers, paper shelves, display racks, paper piles, big signs, physical models, flags, etc., are all within the scope of POP.
2. Billing related:
1. CPS: abbreviation of Cost Per Sales, which means sales dividend.
2. CPA: Cost Per Action, cost per action.
3. CPM: Cost Per Mille, or Cost Per Thousand, which means cost per thousand people.
4. CPC: Cost Per Click, Cost Per Thousand Click-Through, that is, cost per click.
5. CPR: Cost Per Response, that is, cost per response.
6. CPP: Cost Per Purchase, that is, the cost per purchase.
7. UV: abbreviation of Unique Vister, independent visitor.
8. PV: page view, which is the total number of times the website is read.
9. IP: internet protocol, refers to the number of independent IPs. The same IP address is only counted once a day.
10. PR value: The full name is Pagerank (web page level), which is a method used to evaluate the "importance" of a web page.
11. Alexa: Alexa.com is a website that specializes in publishing the world rankings of websites. There are two types of website rankings: comprehensive ranking and category ranking.
12. Click: (Clicks/Number of clicks) also known as Click through, the number of times users click on an ad, one of the indicators for evaluating advertising effectiveness.
13. Click Rate: (Click-through rate/click-through rate) is the ratio of the number of times an online advertisement is clicked to the number of times it is visited.
3. Conversion related:

1. ROI: abbreviation of Return On Investment, rate of return on investment.
2. CR conversion rate: The abbreviation of Conversion Rate, which refers to the proportion of converted visitors to all visitors to a website.
3. Bounce rate: Bounce rate refers to the percentage of users who leave after reading one page among a group of pages or the number of visits to a page.
4. Page visits per capita: Total PV divided by IP = page visits per capita. Only users who visit more than 10 pages per person are considered high-quality users.
5. Repurchase rate: refers to the number of times consumers repeatedly purchase on the website.
6. Average order value: refers to the average amount of goods purchased in each order, that is, the average transaction amount.