How can SEM managers perform data analysis and SEM management?

For KA accounts with annual consumption of more than 10 million, more than 80% are annual frameworks signed between group companies and KA agents. At that time, it is possible that one SEM manager will have to manage 1+N or N+N SEM bidding accounts on different platforms. In order to make SEM bidding marketing better and achieve more impressive ROI or CPA, accounts with a value of over 10 million are usually managed by an SEM team of at least three people. So how can SEM managers discover problems through data reports fed back by SEM specialists/supervisors, adjust SEM marketing strategies in a timely manner, and provide modification suggestions for the landing pages made by designers? How can SEM managers perform data analysis and SEM management? In fact, it is very simple. A few key data on a table can make a clear judgment!

Especially for SEM newcomers, they don’t know how to present SEM data such as account reports, keyword reports, creative reports, search term reports, etc. to SEM managers more simply. At this time, SEM managers need to actively provide key data items according to business needs. This can not only guide SEM personnel to optimize accounts, but also quickly identify problems and make marketing strategy adjustments based on their own management and optimization experience.

Since 2010, Feng Chao from Dongguan has been in charge of SEM bidding accounts for five platforms, including Google, Baidu, Sogou, Soso, and 360, and two SEM teams. Based on his years of experience, today we will talk about how to quickly master SEM data analysis.

How can SEM managers perform data analysis and SEM management?

First, let's take a look at SEM data items, formulas, and English abbreviations (SEM managers often pretend to be B and use English abbreviations to ask questions about relevant data to test the professionalism of the interviewee):
1. SEM data items
1) Date = Date
2) Search Engine = SE
3) Consumption = Cost
4) Impression
5) Click-through rate = CTR
6) Click
7) Consumption = Cost
8) Cost per click = CPC
9) Registration amount = Reg
10) Registration rate = R.Rate
11) Return on Investment = ROI
12) Conversion Rate = CVR
13) Cost per conversion = CPA
14) Average Click Price = ACP
15) Cost per thousand impressions = CPM
16) Average order value = ARPO (average order value is generally divided into single resource cost, single registration cost, and single order cost)
17) Order amount = Revenue
18) Pageviews = PV
19) Unique Visitors = UV
20) Traffic = IP
21) Quantity = Q Dongguan Feng Chao
2. SEM formula
1) CTR = Click/Impression
2) APC = Cost/Click
3) R.Rate=Click/Reg
4) CVR = R.Rate = Click/Reg (Conversion rate is generally divided into three types: consultation conversion rate, registration conversion rate, and order conversion rate)
5) ROI = (Revenue-Cos)t/cost
6) ARPO = (Revenue-Cost) / Q Dongguan Feng Chao

Today, Feng Chao from Dongguan will take the Baidu promotion account data report of our company's K12 as an example to analyze how SEM managers can manage and guide the work of the SEM team through a simple report.

Through the above SEM data table feedback, we can think about the following questions:

1. If the budget is increased, will the input-output ratio be higher?
From the data in May, we can see that under the premise of ensuring that the general direction of the marketing strategy remains unchanged, the increase in budget, display rate, click-through rate and input-output ratio will definitely increase, but the growth rate is not obvious, which can only indicate two problems:
1) ROI has not increased exponentially, and the search engine market share of potential customers has reached its peak.
2) ROI has not increased exponentially. SEM needs to carefully analyze the problems encountered by customer service during online and telephone consultations, and modify and improve marketing tactics.

2. If the conversion rate is increased, how many times will the turnover increase?
SEM is a systematic work. From LANDINGPAGE design, account optimization and promotion to consultants directly facing customers and converting orders, the whole process is a marketing closed loop. Any problem in any link will affect sales performance. It can be seen from the chart that the conversion rate increased by 27.%, but the turnover increased by 126%. From here we can see that SEMer has conducted professional speech training for consulting sales staff through data analysis, and the online consultation rate and order conversion rate have been greatly improved.

3. What does an increase in click-through rate mean?
The 11.2% increase in click-through rate indicates that the keyword is ranked higher. At the same time, the SEMer must have added and modified the creative ideas to attract users to click.

4. The click-through rate increased but the average click cost decreased?
The average cost per click has been reduced by 3.4%, which means that the traffic is more accurate. SEMers have optimized the keyword matching method, adjusted the keyword bids (using price adjustment software), deleted invalid keywords, added negative keywords, and so on.

Through the above data analysis, the SEM manager can easily know what adjustments SEM has made to the account and respond immediately to other possible problems with the account. SEM managers can also use account operation records to assist themselves in guiding SEMers to optimize workflows and improve work efficiency.

The above is an analysis of the account through the time dimension. At this time, we should pay attention to choosing a relatively long time period for comparison, so that the data will be meaningful; if a shorter time period is chosen for comparison, the data obtained will be inaccurate and more accidental, and cannot reflect the actual situation of the website's delivery. Another issue is that when comparing data over time, one must refer to industry characteristics. For example, the above data analysis seems very detailed, but it ignores another important issue, which is the registration and payment time for K12 small classes in the education industry.

Industry tips: K12 is extracurricular tutoring for primary and secondary schools, but it is divided into one-on-one and small class teaching. If it is a one-on-one teaching, SEM can be delivered at different times throughout the day. However, small classes need to arrange tutoring classes according to the summer and winter vacations for primary and secondary school students. During the summer and winter vacations for primary school students every year, the best promotion time for SEM is mid-May and mid-November respectively. If it is earlier, the customer churn rate will be very high, which will inevitably affect the marketing effect.

Therefore, experienced SEM managers will also analyze accounts through different dimensions, such as promotion plan, delivery region, keywords, industry or product characteristics, delivery channels, etc., to guide SEMers to adjust marketing strategies and optimize promotion accounts.

If you are new to SEM, don’t be anxious about data analysis and don’t feel like you have no idea where to start. The first thing you need to do is to understand SEM professional terms and the relationship between them, then learn to organize account data. Don't grope in the dark or go into battle with your eyes closed. Do the analysis yourself and don't be confused by complex data. Finally, come up with an optimization strategy to make your bidding promotion work twice as effective with half the effort. This way you will soon become an excellent SEMer. If you are learning how to become an excellent SEMer, welcome to communicate with me and grow together.