SEM training account structure building process!

Almost every day, someone posts messages in the background looking for articles about account building in bidding promotion, which is enough to show everyone's attention to account structure. A reasonable account structure can help you better control traffic and optimization effects, and strengthen the control of your account. This article will explain to you in detail the process of building an account structure.

Building an account is not a pyramid constructed out of thin air, which is mysterious and elusive; it is like building a house on a vacant lot. First, the land is measured and mapped, and then a detailed plan is drawn up. Finally, the foundation is laid according to the drawing and the house is built layer by layer. Once the house is built, as long as the structure is reasonable and the quality is good, all that remains is the subsequent inspection and maintenance. How to build a reasonable account structure for bidding promotion? The editor will tell you in detail.

Bidding Project Analysis
Before the troops move out, the food and fodder must be sent first. Before going into battle, you must do sufficient preparation. For example, before setting up an account, you must first conduct a project analysis of the bidding promotion, and then make a plan based on the analysis content.
Crowd analysis
You need to understand who your target users are and what characteristics they have. Crowd analysis generally starts with the nine elements of crowd portrait: gender, age, hobbies, education, occupation, income, region, Internet device, and Internet time.

Demand Analysis
Behind each keyword lies a demand. Based on the keywords searched by the visitor, infer his hidden needs. Or you can directly contact customer service to ask about the issues that visitors are most concerned about to determine their main needs.

Product Analysis
Know yourself and know your enemy, and you can fight a hundred battles with no danger of defeat. Only when you know your product well enough can you sell it better. Only by knowing your competitors’ products well enough can you find the right way to fight back. Therefore, before formulating a promotion strategy, you must do a thorough analysis of your own products and competing products. Then match the selling points of your own products with the needs of visitors to find your best conversion point.

Budget Analysis
If bidding promotion is a war, then your budget directly determines what weapons and tactics you use to fight this war. What level of your budget is in the entire industry and what goals you want to achieve will determine the formulation of your account strategy.

Bidding Account Strategy
After completing the survey and understanding the situation, it is time to start drawing a planning map, formulating an account strategy, and planning the account structure. Determine the dimensions of account building based on the project situation. At this stage, we need to determine visitor demand, promotion time period, bidding promotion area, main promotion equipment, and allocate the proportions. The process of allocating proportions is actually allocating budgets.

Determine the demand ratio
Visitors care more about what. For the price category, we can see which words have high search volume and conversion volume, and what proportion they approximately account for.

SEM Bidding Forum
One thing to remind you here is that we need to compare these demands with our own pages to see if there is content that meets these demands in our pages. If you think that some of the demands are easier to convert, you should increase the proportion appropriately. If some of the demands are more difficult to convert, you should reduce the proportion appropriately.

Determine the time period ratio
If you have enough budget and money to spend, you can run it all day long. But even so, you still have prime time for searches and prime time for conversions. You should focus on time periods with good conversions, or avoid prime time periods with fierce competition.

Determine device ratio
This depends on the characteristics of your target audience. However, mobile devices are now the trend, and some people even invest all their budgets in mobile devices.

Determine the regional proportion
If you are doing single-region promotion, please ignore it. If the promotion is carried out in multiple regions, the proportion will be allocated according to key and non-key regions and the ease of conversion.

Keyword grouping and import
If the preliminary work builds the foundation and the house structure, then the key words are the bricks we need to build the house. There are thousands and thousands of them, densely packed together. We have to classify them and construct them into houses one by one, with bedrooms, kitchens, bathrooms and living rooms. The rooms vary in size and function.
But many bidders have no plan or system when they are moving bricks. You can copy some information from your competitors, ask Baidu customer service to add some information, or just search a little. This will make your thinking disorganized and you will have less control over the keyword grouping. How can you quickly and effectively classify and construct these rooms one by one? Planner, search for your core business words. For example: bidding training or SEM training
2. Keywords with the same needs. For example, price words, brand words and so on.
3. Repeat useless keywords.

4./
5. Every room in the building has a large demand and a large crowd.
6. If the strong group of people are ignored, you can carry out the word expansion work twice.
7. Make sure the keyword intentions in each unit are consistent.
8. Paste the keywords into the table according to the format.
9. Import keywords
10. Set the bidding, URL and matching method according to the needs of different units.

At this point, a bidding account structure is completed. The later stage is to write creative ideas, plan landing pages, and adjust and optimize bidding accounts based on the later delivery results.

The basic level of marketers is responsible for traffic generation, the next level is responsible for conversion, the next level is responsible for cost control, and then the next level is responsible for process control, and the next level is responsible for building your own system. No matter what level you are at now, remember to be results-oriented, not just focused on the present. Please remember that what a good bidder needs to do is to control the bidding account rather than be led by the bidding account.