SEM bidding search: What to do if there are too many accounts?

Too much clutter is a big problem that bothers many optimizers. Take negative words for example. If there are too many negative words, there will be no volume, and if there are too few negative words, the quality of the volume will be uneven. It is really very distressing. Let's talk about this topic today.

1. Accuracy of the added words

This is one of the factors that affect the amount of miscellaneous volume. For example, if you are doing home improvement franchise in the investment and franchising category, and you add a lot of general words that do not involve home improvement, such as "investment and franchising xxx" and "xxx investment and franchising", then it is normal for you to have a lot of miscellaneous volume.

2. Matching

This can be divided into two types, running ocpc and not running ocpc.

I didn't run ocpc, that is, cpc. If many of your words are smart matched, then there will be a lot of noise. Some accounts have a lot of phrase matching noise, so the amount of noise needs to depend on the matching of your words.

When running ocpc and entering the second stage, matching and bidding are all hosted. At this time, it is useless to adjust the matching, and there will be a lot of clutter.

3. Automatic expansion of ocpc

In addition to matching hosting, the ocpc system will also automatically expand your volume when running ocpc. Generally, there are three levels, which can be compared to the precise, phrase, and intelligent keyword matching. Generally, the further to the right, the wider the system matching width, and the more clutter it will bring.

What are the targeted solutions for the above-mentioned sources of impurities?

1. Add relevant words as much as possible

For example, if you are doing home improvement franchise, don’t add words like “franchise investment”, unless you have a small volume but a lot of money, then you can add it.

If this kind of words are added to the account, even if it is an exact match, it will bring you some words from other industries, such as rice noodle franchise, wedding photography franchise, etc., especially when you enter the second stage of ocpc, if the conversion quality is not well controlled in the first stage, it is easy to have high consumption and few conversions, and inaccurate conversions. So if you plan to run the second stage of ocpc, the account quality must be controlled in the early stage.

No matter you are running ocpc or cpc, the words you add should be relevant as much as possible. They can be weakly related or strongly related. If you think there are too few words, you can use strongly or weakly related words as root words to expand the words. However, do not add some words that seem related but are not related, so as to avoid difficulty in controlling the quality of traffic later.

2. Smart matching is not recommended

It is generally said that "low price is smart, high price is precise", but this is not applicable to all accounts. Suppose your account budget is very small and the product words you promote are unpopular words, then you can use the low-price smart strategy, but if your product has a large traffic and the budget is okay, then don't try this too easily, unless you use an extremely low price, otherwise a lot of miscellaneous volume will still come in.

Generally, phrase matching is enough now, but for some common words with large traffic, precise matching must be used.

3. The ocpc expansion model is recommended to be from narrow to wide

It is recommended that you start with "conservative expansion" for ocpc expansion mode. This will only take effect after ocpc enters the second stage. It does not mean that it will take effect as soon as you build this package, so you can try a narrower approach first and then slowly relax it according to the situation. If you try intelligence at the beginning, it will be difficult to go back to a narrow range later, and it is easy to run out of volume.

4. The ultimate method of removing impurities - negative words

This is of course the fastest way to see results. Just eliminate all irrelevant words and your account will be clear in no time.

Several misunderstandings about negative words:

1) It only happens once and the cost is not much, so you can ignore it

This is the biggest misunderstanding. Personally, I think that as long as it appears, no matter how much it costs, it should be denied. Don't think that you can fight against the machine. You saw it appear once today. Can you make sure that you keep an eye on the account every day and can keep an eye on every word that comes in? So if it comes in once, you see it and decisively deny it. Don't think, "What if this word is converted? The consumption is not high anyway." This is the wrong idea. Your costs go up in this way. This is the reason why the miscellaneous volume has not been well controlled. A thousand-mile dike is destroyed by an ant hole. If there are too many such words, the cost will be not small. Don't be careless.

2) You don’t need to deny the competitor’s words. You will make money if they can be converted.

First of all, you have to see where the competitor word appears. If it appears in the general word plan, then you can consider not rejecting it, because general words are weakly correlated. If it appears in the product word plan, then it is still recommended to reject it, because your product word plan is to achieve high-precision conversion, especially for those who want to enter ocpc. A high-precision conversion model is very important. From another perspective, your page is for your own product. When competitor words come in, the bounce rate is generally high and the conversion is not good. Keeping such words will only increase your cost, so don't be reluctant.

Author: Li Gongzi

Source: Gongzi's Notes (gzsuibilu0