How can bidders build a reasonable account structure to improve promotion effectiveness?

The editor has seen multiple accounts with many words built in them, but they are not very healthy and excellent. Today I will share with you how to build an excellent bidding account structure. First of all, when we build an account, we must have the following "original intentions". Only by keeping the original intention in mind can we succeed! You must add more words like "Why do you say that?" so that you can get more inquiries and transactions. The editor does not recommend your company to do this. Let's learn the most basic account building methods and ideas together, so that the most basic "homework" can be done solidly to bring more orders for the subsequent peak season.

How can bidders build a reasonable account structure to improve promotion effectiveness?

1. The number of promotion plans in each account is no less than 2

Generally speaking, more campaigns and promotion units mean that you have a more thorough segmentation of keywords and can target more potential customers in a more precise way. Even if you are only promoting one product/business in one region, you can classify keywords from multiple perspectives and combine them with more targeted creatives. By improving the relevance between keywords and creatives, you can increase click-through rate and quality and optimize promotion results.

2. The number of keywords in each promotion unit should not exceed 30, and it is recommended to keep it between 5 and 15

If the number of keywords is too small, the promotion unit may lack display opportunities, fail to target more potential customers, and fail to achieve promotion effects. If there are too many keywords, it may not be possible to ensure that each keyword has a high correlation with the creative, and it may not be able to attract the attention of netizens, resulting in a low click-through rate, which will further affect your quality. It is recommended that you include keywords with similar meanings and the same structure into the same promotion unit, and keep the number of keywords in each promotion unit between 5 and 15. If the number exceeds 30, please use the keyword transfer function to split them as much as possible.

3. Each promotion unit has at least 2 creative ideas that are closely related to the keywords

When netizens’ searches trigger your promotion results, each creative idea corresponding to the keyword will have the opportunity to be displayed. The display effect of the creative may be different in different display locations. Please pay attention to the completeness of description 1 in the creative. For the same set of keywords, you can try different product selling points, styles and expressions in different creatives, and use creative reports to compare and evaluate the appeal of different creatives to netizens, and continuously optimize the quality of creatives.

After reading it, do you feel that it is very basic and simple? In terms of construction, we have taken many detours. Once the most basic detour is formed, the subsequent promotion will be very passive, and it will waste time and money. Therefore, this article puts forward the term "original intention".

Which keywords to choose when setting up an account

Keywords are used to capture interested netizens, who are also your potential customers. Assume that you are a potential customer and try to write every keyword you can think of. Put keywords with similar meanings and structures into the same promotion unit. Similar meanings are to ensure that multiple keywords and creatives in the same promotion unit have a high relevance, and the same structure is to ensure that when wildcards are inserted into the creatives to get red, the sentences can be smooth at the same time to achieve better promotion effects.

Here are some common keywords for targeting potential customers:

Product words can be the broad categories of products/services you provide, or they can be subcategories of products, which may be specific to the type, model, brand, etc. of the product. The former include "English training", "flowers", "pet supplies", "cars", etc. These words have a large search volume, can cover more potential customers, and the competition may be fierce; the latter include "IELTS listening class", "buy roses", "Royal cat food", "Audi A4 price", etc. The search intent of these words is generally clearer. It is recommended that you focus on highlighting your product features in your creativity, clearly convey selling points such as price and promotion, seize the attention of these potential customers, and promote conversion.

For different industries and companies, the distinction between major and minor categories of product words may be different. For example, "IELTS training" may be a major category for a specialized IELTS training institution, but it may be a minor category for an institution that handles registration for various training businesses. Please flexibly grasp this based on the nature of your own business. Since Internet users have different search habits, you may also consider using abbreviations or aliases for certain product names, such as "IELTS" - "IELTS English", "dry cleaning machine" - "dry cleaning equipment", etc.

That is, some spoken expressions that netizens may use, which may appear in the form of interrogative sentences and declarative sentences, such as "I want to open a dry cleaning shop", "Which English training institution is good", "How can I learn English well", etc. Those who use this type of search terms are generally individual consumers. Their main purpose of searching may be to obtain information. Their level of attention to commercial promotion results may vary, and the conversion effects and commercial values ​​they bring to you may also vary. We recommend that you try this based on your own business characteristics.

That is, the combination of the above product words, popular words, etc. and regional names, such as "Beijing French Training Class", "Shanghai Intra-City Express", etc. The commercial intentions of netizens who search for these words are clearer. They generally hope to consume/purchase locally. We recommend that you highlight the regional convenience of your products/services in your creative.
That is, keywords containing your own brand, such as "Baidu", "Youa", etc., or some proprietary brand asset names, such as proprietary technologies and patent names owned by your company, but you cannot submit keywords that infringe on the intellectual property rights of others.

5. Crowd-related words

Internet users do not directly express their demand for products/services, but the search terms express other related interests, which may be highly overlapped with your potential customer base. You can present the promotion results to these netizens with potential needs, attract their attention and stimulate their desire to buy. For example, netizens who are interested in studying in Korea and Korean companies recruiting may have the potential need to learn Korean and may also be your potential customers.