How to customize SEM promotion plan?

When doing promotion, the first thing to confirm is the core promotion goals and promotion platform. Therefore, the first step in plan formulation is to determine the promotion goals and promotion platforms. Since the most representative platform for SEM is Baidu, here we take the promotion of AiKe.com on the Baidu platform as an example.

1. Determine the promotion goals

• The company mainly sells AiKe.com courses, which come in four forms: individual courses, special training camp courses, VIP membership and SVIP membership.

• The auxiliary goal is to enhance the Aichi brand and let more optimizer practitioners know Aichi.
• The target conversion method is user form collection.

2. Identify your target audience

• Potential audience: Newbies who are confused about which industry to enter, such as the newbie mentioned above;
• Target audience: Newcomers who want to enter the industry, veterans who want to be promoted, and bosses who want to learn marketing;
• Target audience: Optimizers who want to get promoted and get a raise, earn 25,000 yuan a month, and also want to win the heart of a beautiful, rich lady.

3. Determine the delivery platform

• The delivery platform is Baidu, the delivery method is keywords, and the delivery structure is account-plan-unit-keyword-creativity-landing page.

4. Determine the delivery information

• The daily budget is 500, the delivery area is nationwide, the form collection method is not time-restricted, and the delivery time is online 24 hours a day.

5. Account promotion strategy

• The budget is limited, so the initial stage will focus on single-account search promotion, and the decision on whether to increase investment will depend on the conversion effect in the later stage.

6. Promotion mode

• Brand model:
• Branded products are expensive and require too much investment, and the current budget is limited, making them unsuitable for brand promotion purposes. However, you can use creativity to expose your brand and increase the impression of your brand among your target customer group. Good creative forms can make users remember you after just three times, which is also a special bonus for the brand.
• Effect Mode:
• For search promotion, you can set keywords yourself and pay by click. Users search actively, so the accuracy is high and the investment is small. As long as it is controlled reasonably, quick returns can be achieved. Based on the current budget, search promotion keyword placement is the most appropriate.

7. Account building strategy

• position
• The choice of keywords determines the accuracy and effectiveness of the promotion, so keywords need to be selected carefully.
• Keyword positioning is selected based on the target audience:

• Expand words

Keyword tools: Baidu Keyword Planner, SEO keyword tools (such as 5118, Aizhan.com), iQiyi Keyword Tools, Sogou, 360 Keyword Selection Tools, Search drop-down box words and related words at the bottom, Baidu Index, etc.

• Participle

Plan division: plan division according to different products, SEM or information flow.

Unit division: Unit division is based on the keyword parts of speech, such as question words, cost words, organization words, brand words, competitor words, training words, long-tail words, etc.

Number of words in each unit: For core units such as organization, cost, training, etc., it is recommended to put about 15-30 words in each unit, not too many.

Keyword length: If there are many keywords, you can further adjust the length of the keywords, such as within 16 characters, 16-24 characters, more than 24 characters, etc.

• Creativity

Red: Short words can use wildcards to red, long words are recommended to be red naturally.

Relevant: Word unit ideas for different products and categories should be written according to the product and unit theme to improve relevance.

Fluency: The descriptions before and after the copy should be coherent and relevant, and should be coherent no matter what words in the unit are replaced by the wildcard.

Attraction: Reject self-congratulatory copywriting. The copywriting description should focus on user pain points. For example, students who need SEM training want to be able to get started with practical operations, learn optimization, and help them reduce costs and improve their optimization capabilities. Therefore, the points that can be written in the copy are: learn practical operations in 7 days, advance to senior optimizer in 14 days, real-time course updates, lifelong viewing, small class teaching, and teacher Q&A in the group, etc. There must be differentiated creative copywriting. For example, Aichi’s courses are polished by a group of instructors with more than 6 years of practical experience and have more than 150,000 students.

• Landing Page

F: Describe product features: recorded learning + live Q&A, basic + advanced systematic courses

A: Describe the product advantages: real-time course updates, lifelong viewing, small class teaching, and teacher group Q&A

B: Presentation of points related to user interests: Learn practical operation in 7 days, and become a senior optimizer in 14 days

E: Provide evidence to convince users: 150,000+ students, good reviews from students, etc.

C: Provide user contact information: collect through form, and the form should match the theme of the module, such as: for the information delivery module, the form should be to receive information for free immediately; for the coupon module, the form should be to place an order to receive a 99 yuan coupon

• Promotion Port

PC and mobile terminals are promoted separately. If the target is PC, the mobile bid ratio is 0, and if the target is mobile, the PC bid ratio is 0.

8. Basic account settings

Budget: 500

Region: All regions except Hong Kong, Macau and Taiwan, Xinjiang and Tibet. The coefficient will be adjusted according to the conversion effect.

Time: 24 hours a day, then adjust the coefficient according to the conversion effect

Negative words: Predict negative words in advance, such as download, self-study, etc.

Tracking: Set URL conversion tracking tags to track conversion-promoting words, rankings, creatives, landing pages, etc.

9. Effect monitoring

Monitoring: Baidu Statistics, CNZZ, own CRM backend, etc.

Reports: daily, weekly, monthly (distribution of exhibition points, average click price, conversion, CPA, etc.)

Now that the plan is sorted out, you can apply it to SEM or information flow based on the ideas. The difference between information flow and SEM is that information flow needs to limit the directional range. In short, the ideas are the same.

I hope the above sharing is helpful to you, please remember to forward and collect it~