[Useful article] How can e-commerce companies attract traffic through SEM?

So how does the e-commerce industry do a good job in SEM traffic generation?

Mainly starting from three points to defeat them one by one

This article mainly improves the SEM effect from the perspective of optimization. ps: The data involved in this article are all processed as integer multiples

1. Optimization - Keyword Optimization

1. There are order words:

Order words are our core. By analyzing and understanding the characteristics of these words, our optimization will be more targeted.

Take the order words on November 12 as a sample, and check the data of the words that brought orders on the 12th in the following 14 days

The data for November 13th is used as a sample. Check the data for the words that brought orders on the 13th and the data for the next 14 days.

in conclusion:

1. Having order words does not bring continuous orders.
2. The number of keywords with order words gradually decreases over time, with the cut-off points being 7 days and 14 days.

Therefore, order words are like dynamic plates, and we need to expand and optimize them through keywords to expand this plate while maintaining the required ROI.

2. There is consumption but no order words

Not every keyword can bring conversions, but by analyzing it, you can find out the words that have a high probability of bringing orders.

Take the keywords with consumption but no conversion from the 13th to the 19th as samples, divide them into 4 intervals according to consumption, and analyze the data performance of the keywords afterwards

20-22 days

20-24 days

20-26 days

in conclusion:

1. Even if there is consumption but no orders for a word for 7 consecutive days, there is still a chance to generate orders on the 8th to 14th day;
2. Keywords with a price below 10 yuan will have the best ROI in the next 7 days, so we should keep these keywords.
3. The ROI of words above 10 yuan has not reached 30, which is also the focus of controlling consumption.

Optimization rules:

Pause: effectively pause high-cost, low-ROI keywords while retaining low-cost, high-ROI methods

1. Keywords with 7-day ROI < 30 and 14-day ROI < 30, and cost > 10 yuan will be suspended

Restart: Keywords can bring orders, which means they are in line with netizens' search habits. Such words should be given opportunities to be displayed.

2. Restart the suspended keywords with ROI>30 every two weeks based on historical data

2. Optimization - Matching Optimization

Current account matching: Exact; Core-Phrase, Synonymous-Phrase, Exact-Phrase; Broad

(For details, please refer to: http://yingxiao.baidu.com/support/learning_unit_2399.html#2399)

Baidu recommends golden matches: broad or phrase match + negative match + search term report

Multiple match test:

Test purpose: Combine multiple matches to improve the effect

Testing method: Adjust keywords from single phrase matching to exact, phrase, and broad matching.

Adjustment steps: When ROI>X value in 14 days, expand the first-level matching method of keywords; when ROI<M value, reduce the first-level matching method

Test data: Click volume and order volume increased by more than 10% month-on-month during the test period, and ROI remained stable

Test conclusion: Hierarchical matching method effectively expands traffic and increases orders

Tips for keyword matching:

1. When large accounts do not have sufficient time and energy to expand long-tail keywords, they can choose a combination of broad match + negative match, and then set the keywords with good results in combination with the matching mode;
2. Keyword match type does not directly affect Quality Score.
3. Changing the keyword match type will also delete the historical statistics associated with the original keyword.

Note: Regarding the adjustment of matching method, customers need to be informed to avoid risks

3. Optimization - Bidding

1. What can keyword bidding optimization achieve?

Comprehensive ranking index = quality × bidding price

Keyword bidding optimization can directly control ad display and clicks. The higher the bid, the more impressions you get; the higher the bid, the higher the ranking and the higher the click-through rate.

2. How to perform manual keyword bidding optimization?

1). Minimum keyword bidding strategy

Applicable:

The website has limited delivery volume, for example, a budget of 100 yuan per day;

Traffic will not be affected by a too low bid. Ads with low bids are likely to be in poor positions and receive few clicks.

There are a large number of long-tail keywords, so you can use a large number of them to avoid competition from popular keywords.

2). Increase or decrease keyword bidding strategy

For low ROI, reduce prices, optimize rankings, avoid fierce competition, control consumption and improve ROI

For high ROI, raise prices, improve rankings, expand advantages, increase orders, and maintain high ROI

Regularly optimize rankings for >5 keywords to increase their conversion probability

3). Bidding strategy for characteristic keywords

Brand words and core business keywords are guaranteed to be in the first place

Competitive keywords: When the client’s brand has an advantage, you can strive for a high ranking and intercept the competitor’s traffic. Otherwise, you can adopt a follow-up strategy to enhance brand exposure.

4. Optimization - Click-through rate and conversion rate

1. Keywords with low click-through rate and low conversion rate (A)

1. Problem analysis: This phenomenon may occur in a scenario where, for example, the industry word "mobile phone" has a high display volume and fierce competition. However, netizens search for this keyword for a variety of purposes, such as wanting to know industry information and the latest products. Secondly, the matching results in the advertisement being inconsistent with the netizens' intentions.
2. Action suggestion: Improve the overall effect of the category by expanding brand product words and long-tail words; be good at using search word reports to negate keywords to achieve accurate advertising

(II) Low click-through rate, high conversion rate keywords (D)

1. Problem analysis: The account data performance is poor, with a low click-through rate; but it performs well at the website level, with a high conversion rate. There may be two reasons why a keyword has a low click-through rate but a high conversion rate. One is that the keyword purchase intention is clear, but the low click-through rate is caused by the keyword and the advertising slogan; the other is that the website promotion activities make users who have no clear purchase intention to make impulse purchases;
2. Action suggestions: A. Recommend matching methods from narrow to wide, and add negative keywords regularly; B. Creative principles, wildcard, smooth, clear interest points

(III) High click-through rate, low conversion rate keywords (B)

1. Problem analysis: CTR is very high, but actual conversion is very poor. We need to consider the problem from several angles.

1). Does a high click-through rate mean high traffic quality?

A. Invalid clicks: one is human or machine cheating; the other is caused by external reasons (brushing search engine association boxes, news, etc.) Example: News electronic shopping cards have become a new way of bribery, the number of clicks on this keyword on the same day, CTR soared; its conversion rate reached the average value of this category

B. LP is abnormal, the promotional LP is offline early; the LP does not match the creative; the page cannot be opened; (refer to the second bounce rate)

2. Action suggestions: Complain to Baidu, exclude IP addresses; verify LPs through the second-hop rate, and regularly check for broken links

(IV) High click-through rate and high conversion rate keywords (C)

Increase the intensity of advertising for keywords with high ROI; expand keywords with good click and conversion effects, and create separate ad groups or campaigns for keywords with large data volumes; write separate advertising slogans for keywords with good click and conversion effects;

5. Optimization - Region

One of the ways to control consumption is to reasonably control the region

Test purpose: Remote area effect

Testing method: same keyword, creative, matching, same bid, test for one week; select data of the day

Test data: Conversion rate: Northwest < Southwest < Others, CPC: Southwest < Others < Northwest, Average order value: Northwest < Others < Southwest;

Test conclusion: The actual effect in remote areas of the southwest is poor due to local income, freight, cash on delivery and other reasons; when reducing the volume, the region should be optimized as appropriate

Activity test summary

• Goal: Goal to be achieved through activities and testing (increase orders, develop new customers, etc.)
• Test method: Test method implementation notes: timeliness, variable control
• Data presentation: Data presentation around test-related indicators
• Test conclusion: whether the goal has been reached, experience summary
• Next step: Apply the conclusions to future work

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This article was written by @一颗杏果的思考 and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!