How to quickly take over a new SEM project?

When it comes to online marketing, many people will think of SEM marketing first. As one of the most effective methods of paid promotion, SEM bidding marketing allows companies to receive inquiries in the shortest time and promote conversions through communication with sales staff. Many new SEM personnel who have just entered the industry will feel confused after getting a project. How to quickly take over a new SEM project? Let’s find out with Feng Chao from Dongguan Network Promotion !

How to quickly take over a new SEM project?

1. Understand the business. Business is a general concept. The editor thinks that to understand the business, you can directly understand the buyers and sellers around the products. Any business is inseparable from the buyers and sellers. Only when the two exist at the same time can a business be formed and business can be generated.

2. The seller, i.e. the supplier or seller, controls the industrial chain formed by the product. Since the product already exists in the market, it must have its value. Start from this aspect to understand the function, characteristics and even the culture behind the product.

We can learn about it through the company's product department and sales department, and we can also obtain relevant knowledge through the Internet. You are not required to find the target users at the right time and place to sell the product in a short period of time, but you should at least understand the direct value of a product.

3. The buyer, that is, the demander, has certain demands in life that need to be resolved. Small demands can be customized, and general demands can be mass-produced. When a large number of users have such needs, this business module will inevitably appear in the market, thus generating business. To understand buyers is to understand their own characteristics, which group of people they belong to, such as gender, age group, social status and other user attributes, what purpose they usually have in obtaining these products, and what characteristics of the products they will pay more attention to when purchasing them. If all of these are obtained through search engines, the value of SEM is created.

4. Data analysis also starts from two aspects: one is industry data research, and the other is current SEM data performance.

5. You can obtain industry data research directly from an organization. To put it simply, you can infer based on the coverage and popularity of business-related keywords. The purpose of doing these is mainly to understand the current industry market situation and compare the current company's business penetration rate in the market. In simple terms, it is to see how big the market pie is and how much of the pie you currently occupy, so as to infer the future growth space of the company's business. You also need to understand your direct competitors, mainly from the perspectives of product structure, service, etc., to make a comprehensive comparison, find your own advantages, and be suitable for later SEM operations.
6. The current SEM data performance can be roughly understood from five aspects: word volume, geographical coverage, user cost, ROI, and historical data performance. The word count can reflect the proportion of users covered by the current advertising; the geographical coverage can reflect the coverage of the company's business, and corresponding strategies will be made in the later stage based on the market situation; the user cost combined with the ROI can reflect the effectiveness of the current SEM of the company; by understanding the historical data performance of the account, the short-term effect prediction can be used as an important reference when operating the account in the early stage. You need to be aware of all these data, which will be of great help in formulating your SEM strategy in the future.

7. Be familiar with your account

After mastering the first and second steps, you need to have a full understanding of the current account. The familiarity mainly includes account structure, budget, account delivery area, time period setting, phrase division, keywords (effect monitoring words, display words, traffic words, negative keywords and invalid word ratio), creativity and landing page setting. This step focuses on practice. Most webmasters who have been engaged in SEM for a period of time can basically master it, so here I just list the points to be familiar with. If you have any questions about that point, you can directly communicate with me on WeChat one-on-one. In short, complete familiarity with the account is an important prerequisite for improving work efficiency.

1) Account Improvement After you are familiar with the account, combine the data analysis of the account in the second step to analyze the points that need to be improved in the future operation of the account, mainly including expanding the coverage of vocabulary, filtering invalid words, stabilizing the effect words, improving the effect of potential words, adjusting the budget ratio in a targeted manner in the region (this step depends on actual operation, it is best to open multiple sub-accounts for focused operation), adjusting the delivery time period, selecting creativity and landing pages, and data monitoring.

2) Expand the vocabulary by using vocabulary expansion tools to increase the coverage of search intentions of the target population. Here the editor recommends using the Ares keyword tool. Although search engines have their own keyword recommendation tools, in reality they do not dig deep enough to recommend all the keywords.

3) Invalid word filtering: After all, the keywords in the account must be fully covered. It is unrealistic to set precise matching, which is not conducive to the long-term development of the account. It is indispensable to use phrases or extensive testing of the account during operation, which will lead to many invalid clicks. Therefore, it is very important to do a good job of invalid word filtering;

4) It is very important to stabilize the effect words. You can use multiple monitoring folders to focus on monitoring. As the account operates, more and more effect words will be discovered. After all, these words are the core of improving SEM effects.

5) Regional coverage: In the data analysis, it was mentioned that regional distribution will be combined with the actual market potential. However, due to budget factors, it often leads to uneven consumption, and the regions that should be focused on have their potential limited. Therefore, in order to lock in the target region, it is recommended to open a separate sub-account for operation;

6) Time period optimization is also very important. Long-term full-time delivery of the account will accumulate a large amount of data. Sometimes due to budget factors, the account will be offline early, and some important promotion plans will not be well delivered. Therefore, time period optimization is what every SEMer will focus on monitoring.

7) Choice of creative and landing page. The editor recommends that each promotion unit should have at least two creatives, and the optimal placement should be controlled by the final effect. The landing page varies greatly depending on the industry, but it is best to choose a landing page that guides user conversions. After all, the ultimate goal of SEM is conversion.

8) Data monitoring is very important for your later optimization. If conditions permit, you can monitor every keyword. However, in most cases, creative coverage is already very good. Here, the editor recommends customizing the link address in a regular manner. The system can monitor the conversion effects of different channels, different promotion groups and even keywords through referrals. Of course, if the website uses GA, you can also use GA's monitoring code to do the same.

If you want to steadily increase market penetration on the basis of the current SEM, the only thing you need to do is to obtain high-quality traffic. To achieve this, increasing the budget and increasing the investment are what you need to do at this stage. Each budget increase should be reasonably allocated to points based on the effect you control, but the increase may not be proportional. You need to go through the entire SEM steps and optimize in a cycle to get infinitely close to that point and achieve the goal of controlling the effect and steadily improving.