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SEM is the abbreviation of Search Engine Marketing, which means search engine marketing in Chinese. SEM is a new way 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. Currently, Baidu is the world's largest Chinese search engine company. How to start with data analysis to do a good job in SEM bidding promotion
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, not only do you need to spend money, but you also need to 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 confusing data in SEM, it seems very complicated. Data analysis is nothing more than segmentation, and then evaluating the quality of the segmented parts, investing more in good areas and less in bad areas. In terms of thinking, I mainly want to understand three issues: dimensions, indicators, and methods.
1. Dimensions
How to find the entry point in the face of data 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: scheme, 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, and the pros and cons of dimensions should be weighed. Never use prosperity to assess, such as display, clicks, and consumption. Words that cost more are not necessarily good words. Nor can you use simple result indicators, such as conversion volume. Conversion is a good thing, but the price may be very high. Therefore, more indicators that weigh 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 and detailed dimensions are suitable for measurement by conversion cost or input-output ratio. The cost is used to measure the quantity, and the input-output ratio is used to measure 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 discover greater value. III. Methods
For traditional enterprises, the method of obtaining data when it comes to offline conversions is usually to set 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., it is usually to set conversion goals for tracking. The most commonly used ones are page conversion goals and event conversion goals. After setting, relevant data can be automatically obtained.
In addition to the above basic skills, if you want to become an excellent SEMer, you also need more "soft skills". It may not be clearly required, but it is very important in practical work. It also determines whether we can have core competitiveness.
1. Active learning + theoretical skills. There is a lot of content to learn for online promotion. It is not enough to just set up an account and write some creative ideas. SEM promotion is only one part of it. If you want to become a good SEMer, you need to learn how the front and back ends of SEM promotion work.
2. Ability to think and summarize. 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 whys. We need to gradually form our own method system from our daily work to connect the problems (enterprise network promotion) instead of existing independently.
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 make the user experience the best, instead of just taking a website and accepting whatever they see. The fastest way is to build a personal website to play with, build and maintain your personal website, do a good job of data tracking and analysis at each stage, and be familiar with each indicator of the website, then you can do a good job of online promotion.
4. Only by integrating resources can we start with data analysis to do a good job in SEM bidding promotion. Network 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 integration capabilities. |
