SEM data report, how to view keyword report and search term report?

Keyword report and search term report , these two reports need to be paid attention to frequently, especially the search term report is a must-read for us every day. What is the meaning behind it? What information points can we dig out through keyword reports and search term reports?

SEM data report, how to view keyword report and search term report?

Keyword analysis

1. What are the key points for analyzing keyword report data?

Impressions, clicks, consumption, average click price, click-through rate, average ranking

1. Impression volume analysis: Why is the impression volume too high?

1. The matching mode is too broad

2. Root problem

3. Whether the external environment has changed, such as the number of searches for some hot news by netizens has increased recently;

4. Some upgrades to Baidu system, etc.;

These factors can be listed so that we don’t make blind adjustments when analyzing the overall display volume of the account.

2. Click volume analysis: Click volume is very important. We analyze the high click keywords. Why does this word have high clicks?

1. Many people search

2. Ranking changes

3. Creative attraction

3. What are the search terms?

4. Is the IP address clicked repeated or unique?

5. During which time periods are the clicks distributed? Are there any conversations? What is the quality of the conversations?
6. Whether an order is generated

These issues are worth our in-depth understanding. Only with sufficient clicks and high-quality conversion traffic can we achieve the conversion goals of our account. You can often think about that the recent conversion of your account has decreased, not because our junk traffic has increased, but because our high-quality conversion traffic has decreased.

3. Consumption analysis:

Consumption is a sensitive number, and we usually pay close attention to high-consumption words. 70% of an account’s consumption comes from 20% of words, among which high-consumption words account for a very high proportion. If it exceeds a certain value, we must pay attention to the output of good keywords

For example, the keyword cost of "English training" is fixed at around 300, which means that if the cost of this keyword reaches 300 and there is no conversion, then we must make relevant adjustments to this keyword.

4. Average click price analysis:

Average click price calculation: Average click price = next bid × next quality / quality

The average click price of a keyword can tell you how competitive the keyword is. Controlling the average price is also an important adjustment method for us to control the amount of traffic. With the same budget, the traffic purchased at a high average price will be less, and the traffic purchased at a low average price will be more.

5. Click-through rate analysis:

Keyword click rate = click volume / impression volume

There are three factors that directly affect the click-through rate of a keyword: ranking position, creative appeal, and display quality.

The click-through rate is one of the most important factors affecting the quality of keywords. If a keyword has a long-term click-through rate, its quality must be very high. This can be verified by downloading account data.

6. Average ranking analysis:

The average keyword ranking is the average ranking calculated by the system, and we can use this data as a reference. Now the Fengchao system has thousands of different faces for each person, and this average ranking can reflect our approximate ranking position when our bid is certain.

2. How to analyze search term data?

Impressions, clicks, creative title, creative description 1, creative description 2 ;

The system provides us with these data indicators. The two data indicators of display volume and click volume belong to the same principle analysis as the two data indicators of keywords. However, there is a big difference between the display volume of search terms and the display volume of keywords. This is because some search terms are only displayed but not clicked. Another part is the system's filtering of the display volume of search terms.

From the overall data of search terms, in addition to checking whether the search terms and corresponding creatives corresponding to the keywords are one-to-one corresponding, you can also find some irrelevant words that need to be rejected, valuable keywords to be added, and some creatives with low click-through rates in certain plans or units.

We need to dig deeper and conduct creative analysis to see if the creative titles and descriptions really meet the needs of netizens. Search term analysis: each search term with different attributes reflects the different search needs and psychological activities of netizens.

Usually when we analyze keyword data and search term data, we must clearly understand whether the four points are in one-to-one correspondence:

What is the corresponding search term after the keyword is clicked?

What kind of creativity is triggered by this keyword?

After seeing the creative idea, click to enter our article page. What is the article page?

How long do customers stay on the article page?

Are these four links matched one to one?

We are good at adjusting and optimizing accounts by analyzing the value behind SEM keywords and search terms. These seemingly insignificant data indicator analyses are part of our daily data analysis work. Although they are not as high-end as "SEM account promotion strategies" and "account promotion plans", their importance cannot be underestimated.