A 4-year bidding veteran: Sharing experience on creating new accounts, keyword optimization, and creative optimization!

Before I knew it, Feng Chao from Dongguan SEM has been engaged in SEM for five or six years. The basic steps of SEM construction are: familiarity with the industry in the early stage → creating a new account → later optimization → data analysis → account adjustment. In order not to miss out on basic knowledge points, I have asked some colleagues for their basic ideas on creating new accounts and subsequent optimization (SEMers with more than 4 years of experience), and will share them with you first!

A 4-year bidding veteran: Sharing experience on creating new accounts, keyword optimization, and creative optimization!

1. Create a new account
1. Prepare keywords and divide them into plans and units:
a. Keyword sources: mainly hospital visits, appointments, clicks, etc.; Baidu customer service, find hospitals in the same area, and use words with high search volume as a divergence; after it is generally done, it is recommended to search for key words or words with high conversion rates on Baidu, and related search terms are also important.
b. Divide into planning units: key words should be divided into detailed ones; small words are not recommended because they are difficult to maintain and the quality is already very good. A unit should have 15 items. Too many is not good, but too few is not good either, as it will easily reduce the quality. But it doesn’t matter if it’s a small word, and it’s not a big problem if it’s a lot of words.
2. Creative preparation: When there are multiple accounts promoting at the same time, it is recommended that the creative ideas be different; the creative title should be original and can introduce controversy, suspicion, negation or criticism, etc., but it does not affect the essence. Describe normalization.
3. Setting of promotion period, promotion area, negative keywords, creative display method, budget, etc.

2. Keyword Optimization
1. When your own quality is not up to par and your competitors’ prices are too high, you can copy your competitors’ ideas (forcing them to change their ideas and affecting your own presentation), add activities and other attractive gimmicks, and leverage the momentum to create momentum (most of the creative content is the same).
2. If you want to show your creativity well, it is actually a good idea to take a different approach and write in a less formal way, but it may affect the click rate.
3. Transfer keywords to units with good quality.
4. Delete, redo, and create a new unit. But it is not recommended to do this for every word, as it can easily mess up the account. You can make batch adjustments regularly.

3. Principles of creative modification.
1. It is recommended to add new creative adjustments instead of changing the original ideas. After the new creative is approved, pause the old creative to see the new effect. The numbers 1-26-9 are all conducive to improving the quality of keywords.
2. Use of paths: Sub-path text can be written around keywords, but links can be added around the content that the keywords want to express. The red color of the path is also conducive to the display of keywords.
3. Take advantage of the situation to increase click-through rate. In fact, the readability of national, leading, benchmark, etc. is not very high. You can try Baidu recommendations, website recommendations, encyclopedias and other things that people are familiar with.