How to build a SEM account for the education and training industry?

Online promotion in the education industry has always been highly competitive. As marketing costs continue to rise, the difficulty of search promotion optimization in the education industry is also rising sharply. In order to improve ROI, early account building is particularly important. So how do you build a promotion account for the education industry?

Account building principles:

Create promotion plans and units according to ad slots and templates, sort out promotional business and corresponding targeting functions, and use promotional business-ad slot-template-targeting-time as the advertising naming rules. A standardized account structure facilitates analysis of delivery effects and facilitates account management.

Budget Allocation:

Set the budget based on the courses to be delivered, number of ads, targeting dimensions, and bids;

According to the planned amount of materials to be released, a reasonable budget is set for the course conversion cost to ensure that each creative idea has sufficient opportunities to be expressed; and the planned daily budget should be higher than 200 yuan, and the initial budget should be set as high as possible. The consumption progress should be monitored in real time, and it should be manually paused after reaching the consumption target, so as to accumulate better quality for new materials;

Delivery period:

The regular delivery time is 7:00-24:00. Customers with sufficient budget can consider full-time delivery.

When setting the delivery time period, the working hours of the back-end sales staff should be taken into consideration to ensure the timely follow-up of the leads;

In terms of equipment budget, the traffic trends of PC and mobile terminals have their own characteristics. The traffic peak of PC terminal is in the morning and afternoon working hours, while the traffic peak of mobile terminal is in the lunch break and evening hours. When placing mobile terminals, pay attention to sufficient budget to avoid the planned budget collision during the evening peak hours.

Bid settings:

The competition situation varies for different ad positions and different targeting settings. For example, for the home page and answer page, keyword targeting and interest targeting, reasonable bids need to be set for different delivery combinations. You can refer to the recommended bids in the promotion backend unit dimension and increase the bid by about 10% to get more high-quality traffic;

Account building strategy

Directional function:

Directional matching skills:

In actual use, the directional function is generally used in combination with multiple directional functions. The specific matching can be based on the course unit price and the target group, and a matching targeting method can be selected. For example, for English training, the purchasing group is mainly working women, and targeting can be selected to accurately cover age and gender;

Education customers can refer to the following common targeting methods according to their secondary industries, and use them flexibly according to their delivery goals at different stages of the customer's delivery. At the same time, please note that you should avoid using too many functions at the same time, so as not to affect the coverage and cause it to be too slow. Each unit generally selects 1-3 precise targeting.

Age-targeted advertising recommendations:

Age targeting is currently a whitelist function. You can contact the corresponding Zhihu operator or agent to open the permission. It is recommended to use age targeting in combination with the characteristics of the target population to obtain better delivery effects.

Keyword targeting suggestions:

Keyword targeting is a commonly used function in the education industry. When selecting words, you need to pay attention to the relevance to the population to which you are promoting the courses. At the same time, avoid covering only long-tail words, which results in a situation where the traffic is accurate but cannot be consumed.

The following methods can be used to select keywords and extend their expansion:

Core word extraction:

1. Clarify the core products. Taking English training courses as an example, it can be expanded to adult English, business English, tourism English, daily spoken English, etc.;

2. Collect core topics. Search for product-related topics on Zhihu. For example, the topic "English learning" has 460,000+ followers and 50,000+ questions. The target audience focuses on improving listening skills, improving oral English, and methods of memorizing words.

3. Topic extension and expansion: Through the topic tree structure on Zhihu, we can analyze the potential attributes and focus of the target audience who are interested in the topic of "English learning". For example, if the people who are interested in the topic of English learning have personal development needs, we can expand the coverage of the topic of workplace improvement;

Keyword extension:

1. Enter the business word in the search box on Zhihu. The relevant core hot words will appear in the drop-down box. The keywords here can be used as core word roots and then expanded into related words.

2. Core topics/essential questions. Focus on analyzing core topics. For example, there are tens of thousands of questions in the topics of "English" and "English learning". Essential questions reflect the focus of the target audience, such as English learning methods, learning skills, and efficiency improvement, which can be covered as key points;

3. Zhihu topic tree, which displays the "parent topic" and "child topic" related to the topic on the right side of the topic page. Topics that match the business point can be included in the keyword library;

4. With the help of Zhihu's off-site channels, in addition to the Zhihu's on-site keyword expansion channels, you can use search engine search results and keyword expansion tools to cover more keywords. For example, if the customer places their own search business, you can also cover their search keywords;

Account structure example:

Excellent account building structure example:

A clear and reasonable account structure is the basis for delivery and optimization. Using a unified naming rule facilitates management and indexing.

Channel-Course-Region-Targeting-Template-Date

template-orientation-device-date

To sum up, these are the basic skills for building search promotion accounts in the education industry. Have you mastered them?