SEM Novice Tutorial: What data do bidders usually analyze?

Those who have worked in the SEM industry should know that account operation is very simple. There is not much difference in basic operations between a novice with a few months of experience and an experienced bidder, but data analysis determines whether you are a rookie or a master. Since masters rarely teach apprentices core technologies such as data analysis at work, Chengdu SEM has summarized some of its own insights on data analysis, hoping that it will be helpful to everyone.

SEM Novice Tutorial: What data do bidders usually analyze?

1. Do a good job of data statistics
1. Add keyword unique identifier to the account.
2. Make reports that need to analyze data in various dimensions (time period table, schedule table, disease type table, ranking table. There are also keyword reports made by various formulas, which I will not go into detail here)
3. Third-party statistical tools such as Baidu Statistics and cnzz

2. Understand the basic indicators of account analysis
Display: Find the keywords with large traffic in the keyword report and make statistics;
Clicks: Find the most clicked keywords and creatives in the keyword report;
Conversation: In the statistical consulting tool, the conversation data can be viewed to see which keywords generated the conversation;
Effective dialogue: carefully check what kind of keywords produce effective dialogue;
New traffic: the number and speed of new users. Such as: daily new additions, monthly new additions, etc.
Conversion rate: How quickly users make a purchase. For example: next-day conversion rate, weekly conversion rate, monthly conversion rate, etc.
Churn rate: The ratio of users who have lost during a period of time to the number of active users during this period of time.

3. Analysis to be done based on the report:
(1) Analyze the month-on-month data of yesterday and last week, and check the data such as display, clicks, consumption, average price, and conversations to find out the reasons for fluctuations.
(2) Analyze the time periods when competitors focus their advertising, observe their rankings during each time period, and adjust prices appropriately based on your own budget and actual keyword conversion rates.
(3) Analyze the consultation, appointment, and visit status of each channel account, and allocate account budget appropriately based on cost.
(4) Analyze the input-output ratio of each disease, increase the budget for low-cost, high-conversion diseases, and reduce the budget for high-cost, low-conversion diseases.
(5) Analyze the consumption consultation volume in each time period, avoid abnormal consumption phenomena such as bad spots, and allocate account budgets based on actual conditions.
(6) Analyze the conversion of planned consumption and adjust the plan based on the four-quadrant analysis method.

4. Analysis based on what visitors want to do
(1) Trend analysis helps you understand the attention your website receives from your audience at different times. The above data can be used to timely grasp and improve the quality of website visits, formulate appropriate business strategies, and understand the effectiveness of various business activities.
(2) Traffic sources: Analyze all traffic sources, including search engines, other referral websites, and direct traffic sources. Through the above data, you can understand which search engine websites bring traffic, the data broken down into search terms, and which websites other than search engines netizens use to visit your website.
(3) Promotion effect analysis: Take Baidu promotion as an example: check the traffic and conversions brought to your website by Baidu promotion. Keep abreast of the effects of various Baidu promotion methods and whether these effects have achieved the expected business goals, so as to help you improve Baidu promotion plans more specifically.
Generally speaking, if visitors are interested in the information provided by a web page, they will stay longer and view more web pages, which will increase the "average visit duration" and "average number of pages visited" in the tracking data. If the "average visit time" is only a few seconds and the "bounce rate" is as high as over 90%, this means that visitors cannot see the content they want to see on the web page.

(4) Visitor analysis to understand the geographical distribution of visitors: provide traffic data from each region to your website. This data can help you reasonably allocate promotion budgets to each region and formulate targeted business promotion strategies. Understand the visitor's system environment: the browsing situation of visitors with various client system environments on the website.
(5) Analysis of visited pages: Analyze visited pages: Understand the visit data of each page in the website, which pages are most popular with visitors, how long they stay on each page, etc.

In summary, as long as you count the data of each dimension , find a method that suits you, analyze them one by one, and then solve them, you will find that data analysis is not that difficult. The difficulty is that various problems may arise during the promotion process. We need to have solutions to the problems. Not panicking over big issues and not getting confused over small ones are the most important abilities of our SEM bidders!