Summary of 8 popular interview questions in bidding SEM interviews!

First, ask about your bidding data. Companies where you worked last like to recruit candidates who have managed large accounts. This can reflect your bidding level.

For those who are new to the industry, a moderate daily consumption can be said to be 1000-2000 (ordinary traditional entities are not very profitable industries, usually 200-500 when they first start). For bidding promotion businesses, it is best to choose categories that are not suitable for sales on third-party e-commerce platforms such as Taobao and Tmall: such as medical finance and games, etc. A moderate choice is the education industry, where you can better understand the products.

2. Average click price. These data are determined by industry. Taking the beauty salon and makeup industry training Baidu channel as an example, the average registration fee is: 5,000)
Average click price: around 5 yuan;
Dialogue rate: about 10%;
Power retention rate: about 40%;
The cost of electricity retention: about 150;
Door-to-door rate: more than 30%;
On-site cost: about 500;
Transaction rate: 30-40%;
Transaction cost: 1500-2000 (The above data is purely fictitious. It is the performance under the condition of good account operation. It is in constant change. So there is no accurate data. You can use it as a reference: in short, the data mentioned should not conflict in the calculation. The transaction cost is controlled at 1/3 to 1/4 of the customer unit price. The previous ones can be deduced accordingly. There is no problem as long as the data is not too outrageous)

Second, what were your daily tasks? Optimize the quality of keywords;
Monitor the traffic of advertising: block IP addresses of abnormal traffic and malicious clicks or suspend the delivery of keywords that have been maliciously clicked;
Query search term report: Use negative keywords to reduce unnecessary advertising waste for irrelevant search term traffic;
Monitor the ranking of keywords with good conversion rates and ensure their stable rankings;
Communicate with customer service and sales departments to check the conversion of daily advertising and do relevant data statistics;
Make targeted optimization adjustments to the account based on relevant data;
Statistics of bidding day report, submitted to the boss (leader)
Other temporary tasks assigned by the leader, etc.

3. What should we do if there is consumption but no conversion? Then propose a solution. The following represents the final situation of sales following up on customer transactions)
Answer: 1. Directly delete keywords with high consumption but no conversion or reduce their consumption;
2. Lower keyword bids, modify matching methods, and filter out irrelevant traffic
3. Check whether there are any malicious clicks; if so, block them
4. Problems with the website itself: slow loading/cannot be opened; improve loading speed
5. Precise positioning of promotion period and regional monitoring and analysis;
6. Improve the relevance of keywords, creatives and landing pages; improve the content quality of landing pages to meet visitor needs;
7. Check whether the online consultation tool on the website is working properly. If the chat function cannot be used normally, suspend the advertisement and find relevant personnel to solve the problem;
8. Check the customer service’s online response speed, the language used in communication, and whether there is room for improvement in sales follow-up.

Fourth, what are the ways to increase conversion volume without changing the budget?
Answer: (Account level)
1. Pay attention to the search word report and reject irrelevant traffic in time; optimize the matching method of keywords to make the traffic more accurate;
2. Check whether there are any malicious clicks; if so, block them;
3. Statistically suspend or delete keywords with high consumption and no conversion, while ensuring that the ranking of keywords with good conversion is stable;
4. Explain how to increase the number of inquiries and orders by combining website content and sales

5. If you are given an account, how should you invest in it? First, analyze the previous data of the account.
Discover the strengths and problems of the account, count the high-consumption keywords, ensure the long-term stable ranking of keywords with good conversion, control the budget or suspend/delete the keywords with no conversion or poor conversion. If it is a newly opened account, you need to set up the account according to the promoted products and brands, launch the promotion online, and make targeted optimization and adjustments to the account based on relevant data during the advertising period.

6. Talk about your understanding and cognition of SEM bidding. What EM does is to use search engines comprehensively and effectively to carry out online promotion. The main purpose is to increase exposure to specific keywords to increase the visibility of the website, thereby increasing the chances of sales.

7. What do you think are the functions of SEM bidding?
1. Bring more business opportunities;
2. Establish industry brand;
3. Increase the breadth of the website;
4. Enhance brand awareness;
5. Increase website exposure;
6. Provide relevant introduction based on keywords.

8. Talk about your personal characteristics of SEM marketing

1User actively queries;

2. Acquire new customers;

3. Highly competitive;

4Dynamic update, adjust at any time;
Note: The above questions are purely personal summaries and there will definitely be many omissions. Everyone is welcome to leave comments and suggestions!