Bidding account adjustment and optimization, the pitfalls most SEMers will fall into!

1. Establish a comprehensive data monitoring system

SEMers all know the importance of data, but 80% of them are still ambiguous about how to monitor background data.
For some questions, such as which words are good and which words are bad? Which words have clicks but no inquiries? Which words have inquiries but no clicks? It is not necessarily possible to give an accurate answer. Most people still rely on their past experience to determine the direction of their adjustments.
This method is very dangerous and unscientific. It is recommended that the first thing you do after getting an account is to design a complete conversion tracking data monitoring system. Being able to monitor every move of the website will also bring certain conveniences to the subsequent adjustments and avoid detours.

2. Deepen your understanding of words

Keywords are the core of an account, but due to the existence of matching methods, we will pay more attention to search terms, and many optimizers must read search term reports every day. But in fact, keywords are the main subjects that should be paid attention to in the account, and all search terms are matched through keywords.

When we choose keywords, we need to think about all the different types of keywords in a simple and regular way, which words will match spam traffic and which will not, and choose the best ones. Today, we have sorted out some optimization ideas and methods regarding account quality for your reference. sem search engine marketing

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1. Account structure is important

Optimization must start from the purpose of promotion. Although it is a bit boring to say, building a good account structure is a good foundation for the continuous optimization of the account.

1. Improve the account structure (1) Divide the account plan according to products, businesses and regions;
(2) Segment product/business keywords into sub-units based on the different search needs of netizens.

2. Keyword coverage should be comprehensive (1) Coverage of key words and long-tail words;
(2) Coverage of netizens’ different search intentions;
(3) Use of keyword recommendation tools and search term reports (adding and deleting keywords).

3. Website optimization is also very important (1) Improve website access speed, streamline code, remove Flash, etc.;
(2) Add picture information to highlight product features and enhance display effects;
(3) Refine product category navigation to improve visitor experience.

2. Focus on optimizing the account's keywords to be promoted

1. One-star keyword optimization (1) Learn from the creative writing content and methods of peers and add similar creative ideas;
(2) Transfer the word to another unit that is of higher overall quality, more stable, and highly relevant to the word's part of speech and meaning;
(3) Observe the click volume and click-through rate of keywords, and set a reasonable matching method to ensure that the keyword has a normal click volume and a reasonable click-through rate;
(4) If the above methods do not work, apply a combination of general creative writing techniques until they work.

2. Optimization of two-star words (1) Learn from the creative ideas with high click-through rates in the account and add them to the unit where the two-star words are located;
(2) Set competitive bids for keywords to steadily improve the quality of two-star keywords;
(3) Observe the click volume and click-through rate of keywords, and set a reasonable matching method to ensure that the keyword has a normal click volume and a reasonable click-through rate;
(4) If the above methods are not effective, apply a combination of general creative writing techniques until effective results are achieved.

3. Three-star keyword optimization (1) Pay more attention to keyword rankings and make timely adjustments;
(2) Update creative content in a timely manner based on the characteristics of its own business, and keep the creative content highly relevant to keywords and web page content in the long term;
(3) Be highly sensitive to peer adjustments and make targeted optimizations to your own accounts.

3. Optimize the core words in the account

1. Strengthening Method (1) Individual monitoring: Establish product core word units and manage core words individually;
(2) Wildcard enhancement: Increase the number of wildcards. The core word is short, so you can use wildcards multiple times to improve its creative popularity.
(3) Competitive bidding: Use a higher bid + phrase/exact match + negative keyword settings. After a period of stability, the quality of the keywords will be improved and the price can be gradually reduced.
(4) If the above methods do not work, try multiple times using a combination of general creative writing techniques. If that still doesn’t work, use the following workaround.

2. Rapid Optimization Method

Pause the keyword and check whether other high-quality keywords are matched in the account.
(1) If there is, and it is highly relevant to the original keywords, focus on optimizing it to the appropriate display position;
(2) If not, add related keywords with broad matching, and focus on improving their quality to ensure that they can be matched.

3. Creatively cover search terms instead of keywords

Many backend optimizers use wildcards when writing creatives. In other words, according to the methods we have learned, they generally write creatives around the longest keyword in the unit. Here, I would like to popularize the role of creativity. Creativity does not actually require a lot of fancy or marketing words. In fact, it only needs to correspond to netizens’ search terms, which is what we often call relevance.
Here I want to point out a misconception that everyone may have, that is, thinking that as long as we write around keywords, it will be fine. In fact, this is not the case. If you think about it carefully, keywords are actually just the main words we put in, and many search terms can be radiated through keywords.
Therefore, search terms are essentially the bridge that connects us with netizens. We can conclude that our creativity needs to be written around search terms. Only when the creativity and search terms are more matched, we will get higher clicks and more accurate customers.

How important is SEM thinking? After reading this article, I hope you can improve in the following four aspects:
1. Construction of SEM all-round data monitoring system;
2. A deeper understanding of keywords and the effects they can produce;
3. Build a mature SEM account structure;
4. In addition to the account itself, website optimization is also very important.