How to analyze Baidu search term report? How do I analyze the search terms report?

Bidding is a game of spending money to buy traffic, so we must have a "traffic mindset" and know how to control traffic and optimize the traffic structure. When it comes to optimizing traffic structure, our search term report is indispensable.

We can use the search term report to view the traffic share and consumption share of the entire account to optimize the traffic structure. The specific process is as follows:

1. Download the search term report

As shown in the picture, this is the 10-day data report I downloaded. It is recommended that you download for 20 days or one month, which will be more useful for reference.

2. List the search intent

According to the data report you downloaded, sort the search terms in descending order and then list the major words.

For example.

In the above, "how much does a home steam room cost", "steam room price", "how much does a whole sauna room cost", etc. appear many times. We have classified them into one category of words [steam room price].

Based on the analysis of the search term report, I listed the major words as follows:

Steam room prices, steam room functions, steam room specifications, top ten brands...

3. Search intent analysis

After listing the keywords, we need to conduct search intent analysis. The main analysis contents are as follows:

Search intent, search traffic, search demand

Let’s take “steam room price and steam room function” as an example to explain .

01). Determine search intent

Judging from the intention, which of the two types of traffic searching for "steam room price and steam room function" do you think has stronger intention?

Obviously, the price of the steam room is greater than the steam function.

Then there should be some distinction in bidding. Bidding is a game of spending money to buy traffic, or more specifically, it is a game of spending money to buy accurate traffic.

So, for the steaming function, you can bid 1 yuan or 2 yuan, the price should not be too high; and the price of the steaming room, it is obvious that users are looking for

Build a home steam steam room. After the conversion, your profit can fully cover your cost. You can bid 10 yuan or even 20 yuan. Just bid as high as you can afford or accept.

02). Determine the amount of search traffic

Judging from the search traffic, which type of traffic do you think is more common, the two types of traffic for searching "steam room price and steam room function"?

There are many people who want to do steam sauna, but few people want to know the price of home steam sauna rooms and install them at home.

Therefore, the function of the steam room > the price of the steam room.

Then, we need to distinguish between the two types of words when matching. The matching method of steam room functions can be more precise, and the matching method of steam room prices can be more broad.

03). Determine search needs

What do you think someone searching for “steaming function” wants to see most?

Have a thorough understanding of the benefits of steaming and some steaming tips.

What do you think someone searching for "steam room price" wants to see most?

Find out the approximate price of a product and why it's worth that much.

Once you have identified their needs, you can start writing according to the creative writing steps I talked about in last week’s article.

Teach you how to write creative ideas step by step, click here to learn more: Are you still worried about creativity? 8 creative writing tips to increase your click rate!

4. Search term expansion

After you complete the above steps, you may find that there are some words that you have never seen before, but there are still people searching for them.

For example: a 2-person steam room. In your impression, there may be more people searching for home steam rooms or how to install them, but you ignore the fact that users also have a demand for the number of people in a steam room when searching.

Then, at this time, you need to expand the keywords based on the clicks and conversions, and you will expand many keywords that are not in your account.

Search terms are an account we often analyze and are also the account closest to users. Have you learned the above analysis of search terms?