As the company expands, there are more and more keywords in the account. How to effectively build the account and reasonably manage the account structure has become a prominent issue.For giant SEM accounts, the general consideration standard should be the budget. The number of keywords in the account exceeds 10 million, and the account structure is extremely complex. For example, Taobao, JD.com, and Ctrip can be regarded as super large accounts because there are more promotional content involved and the various relationships within the account are intricate and complicated.In fact, large accounts are also an organic combination of various advertising plans, such as division by product line, division by event promotion, division by importance, division by ROI, and division by marketing goals. It is impossible to do every detail of a large account. The most important thing is that you need to have a macro control idea and be able to perform meticulous optimization in certain areas. As the saying goes, you can go in and come out with ease. Mainly start from the following three aspects:Formulate a reasonable promotion plan.The promotion plan is an important step in the optimization of large account management. It determines whether you can succeed to a certain extent. Basically, the main basis is still account optimization goals, account promotion purposes and providing data analysis reports. Generally speaking, the advertising grouping of large accounts needs to be very clear so that problems can be quickly and intuitively located.Based on the promotion purpose, establish different promotion plans to achieve different promotion goals. Group keywords with similar meanings and structures into the same promotion unit to write creative ideas in a more targeted manner. For example, when classifying product words, the concept of tree structure is generally used, which is reflected in the naming method of the advertising group: "product-major category product-minor category product-price word" model. Of course, "product-major product category" can be placed at the campaign level, and the "price word" level can also refer to the concept of tags. One of our basic goals for ad grouping is to facilitate the writing of ad copy and to improve the relevance of ads, thereby increasing quality scores.A very important problem when doing keyword reorganization (or construction) of a large account is the possibility of keyword duplication due to the intricacies of keyword interweaving. At this time, you have to consider another model, which is to reorganize keywords in different directions. For example, a general category can be used as a separate advertising plan, such as a core keyword for a pure product category. This type of keyword is generally not clear in meaning and is difficult to classify into a specific product category, such as computers.Another case is functional words, such as mobile phone with ultra-long standby time. Another more complicated one is the functional intersection. For example, how should Beijing Wangfujing special hotel reservation be categorized? Is it a landmark word or a special promotion word? Especially in the early stages, for some ambiguous keywords, we will let them run for a while and then make adjustments and optimizations based on the data. When optimizing your account, never hope for a one-time solution.Generally speaking, you just need to grasp the big aspects and main structure in the early stage. You need to make some adjustments to the grouping of keywords in the early stage, and sometimes the actions may be relatively large. However, it is generally not recommended to make too big adjustments. Too frequent and drastic adjustments will have a great impact on advertising performance. Of course, the premise is that your early material planning is scientific and reasonable.To carry out flexible promotion management, first of all, different promotion budgets need to be allocated to different promotion plans. For example, a travel company that mainly operates tourism business across the country hopes to increase its promotion efforts during the peak season of each tourist attraction, such as promoting Hainan tourism in winter and Bashang Grassland in autumn. It can establish a promotion plan divided by each tourist attraction and flexibly allocate the overall budget in each promotion plan. Alternatively, if you are trying out a new batch of keywords for the first time, you can try to create a separate promotion plan for them and control the consumption level of the new words by setting a certain budget.In addition, different promotion areas should be set for different products/businesses.Implement reasonable effect evaluation and optimizationIn the early stage, we mainly grouped advertisements based on our experience, understanding of products and websites, and grasp of marketing goals. When you reach a certain stage, you need to pay more attention to some KPIs, and at this time, it is necessary to make adjustments based on the performance of keywords. For example, keyword matching method, conversion cost, display volume, click-through rate , etc. Of course, not all of them need to be regrouped. At this time, you need to use the concept of labels more. Integrate some seemingly scattered things organically.1. Accurately evaluate the promotion effects of different promotion plans (such as product lines, phased marketing events, etc.) and different promotion units (such as product word categories, popular word categories, regional word categories, etc.). For example, in the e-commerce industry, in order to cooperate with the recent one-month promotional campaign, if you want to temporarily promote a batch of keywords and creatives that highlight discounts and promotional information, you can set up a separate promotion plan called "January Promotion" to distinguish it from daily promotions and accurately evaluate the effectiveness of this promotion. After the promotion period ends, you can pause the promotion unit for future use.2. Experiment with creative ideas of different styles and expressions for the same set of keywords, and compare and evaluate the appeal of different ideas to netizens through creative reports, so as to continuously optimize the quality of ideas. For creative reports with higher CTR, find out why it is so high, whether it is because of more red ads or some promotional words, and make use of these creative points that can significantly increase CTR.
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