What kinds of data are mainly analyzed for SEM optimization? How do novice SEM users perform data analysis?

SEM is the abbreviation of Search Engine Marketing, which means search engine marketing in Chinese. SEM is a new form of Internet marketing. What SEM does is to use search engines comprehensively and effectively for online marketing and promotion. SEM pursues the highest cost-effectiveness, obtains the maximum amount of visits from search engines with the minimum investment, and generates commercial value. Today, Baidu is the world's largest Chinese search engine company.

When doing SEM promotion, there is a misunderstanding that as long as you spend money, you will see the effect immediately. In fact, if you are the only one spending money, perhaps this idea is not wrong. When everyone spends money on SEM, and the search engine has restrictions on the position of SEM, at this time, you not only need to spend money, but also spend it wisely. Otherwise, SEM will be a bottomless pit of burning money. Therefore, for SEM optimizers, it is very important to learn data analysis.

Facing a bunch of intricate data in SEM, it feels very complicated. Data analysis is nothing more than segmentation, and then evaluating the pros and cons of the segmentation, investing more in good areas and less in bad areas. In terms of thinking, we need to understand three main issues: dimensions, indicators, and methods.

1. Dimensions
When faced with data, how to find the entry point and how to observe the data, taking this first step is critical. The dimensions can be divided into three parts: large dimensions, detailed dimensions, and related dimensions (why do online promotion) dimensions.

Big dimensions: channel, equipment, region, time period;

Detail dimension: plan, unit, word, advertisement;

Relevant dimensions: page, customer service.

Logically, we look at the big dimensions first, then the detail dimensions, and finally the related dimensions.

II. Indicators
Indicators are determined based on assessments. When measuring dimensions, you must not use popularity to assess, such as display, clicks, and consumption. Words that cost a lot are not necessarily good words. You cannot use simple result indicators, such as conversion volume. Conversion is a good thing, but the price paid may also be very high. Therefore, more indicators that measure cost-effectiveness should be used, such as conversion cost, input-output ratio, and conversion rate.

When evaluating conversion volume, use conversion cost (conversion cost = advertising fee/conversion volume)

When evaluating sales, use the input-output ratio (input: output = 1: N)

When evaluating conversion efficiency, use conversion rate (conversion rate = conversion volume/click volume*100%)

Among the dimensions mentioned above, the large dimensions and detailed dimensions are suitable to be measured by conversion cost or input-output ratio. The cost is used to assess the quantity, and the input-output ratio is used to assess the amount. For the two related dimensions of page and customer service, it is recommended to use the conversion rate indicator. A high conversion rate means a high level, which can tap into greater value.

III. Methods
The method of obtaining data, for traditional enterprises, involves offline conversions, generally setting a unique identifier for the URL of the advertisement, so as to track subsequent offline conversion behaviors and associate advertising investment with conversions; for industries whose marketing processes are basically online, such as e-commerce, games, social software, etc., generally setting conversion goals for tracking, commonly used are page conversion goals and event conversion goals, after which relevant data can be automatically obtained.

In addition to the above basic abilities, if you want to become an excellent SEMer, you need more "soft skills". There may not be an explicit requirement, but it is very important in actual work. It also determines whether we can have core competitiveness.

1. Active learning + practical ability

There is a lot to learn about online promotion. It is not enough to just set up an account and write some creative ideas. SEM promotion is just one part of it. If you want to become an excellent SEMer, you need to learn how the front and back ends of SEM promotion work.

2. Thinking and summarizing ability. In the process of online promotion, we will encounter various new problems that we have never encountered before. When we encounter a new problem, we must think about it in time and ask more questions. We need to slowly form our own set of methods from our daily work so that the problems can be connected (corporate network promotion) instead of existing separately.

3. SEMers with excellent product thinking ability will treat the website as a product, do a good job in each module of the website, start from the user, and provide the best user experience, rather than just taking a website and accepting whatever they see. The fastest way is to build a personal website for fun, build and maintain your personal website well, do a good job of data tracking and analysis in each link, and be familiar with each indicator of the website, then you can do a good job of online promotion.

4. Resource integration capability: What are the main types of data to analyze for SEM optimization? How do novice SEMs conduct data analysis? Online promotion is not just a single link, nor is it just a single channel. If a project is to be promoted well through the Internet, it needs to have integration capabilities.