How to build a high-quality SEM promotion account?

For SEM advertising, a high-quality account structure is very important. Many times, the effectiveness of the results depends on the structure of the account.

Every bidder has his or her own understanding of account structure, but the overall consensus is that a bidding account with a clear structure and detailed accounts is a good account.

So, for novices or friends who are new to the bidding workplace, how to build a high-quality bidding account? Generally speaking, there are 5 steps that need to be taken.

Step 1: Word Selection

The choice of words must be based on the business and choose the keywords that match the business. Keyword selection, each search advertising platform has its own "keyword tool".

Here we take Baidu as an example. Baidu’s keyword tool is the Keyword Planner, and we mainly choose words here.

(Graphical Keyword Planner)

To select words, we can search according to the root word, and then download all the keywords.

For example, in the academic education industry, "adult education exam" is a root word, "self-study exam" is a root word, and "academic qualification examination application" is also a root word. Search with different word roots, and you can find many words.

Generally speaking, you need to expand more words in the early stage, so that you only need to add a small number of words in the later stage. If you have fewer words in the early stage, the workload in the later stage will be relatively large.

There is no consistent standard for word size. Small accounts generally have 4,000 to 5,000 to 10,000 to 20,000 words; medium accounts have 30,000 to 50,000 to 80,000 to 90,000 words; large accounts generally have more than 100,000 keywords.

In addition to having a large number of keywords, they must also be precise. High-intent keywords should be the majority, and general-intent keywords only need to be included in small amounts (as a source of traffic).

In addition, Baidu bidding can also place URLs, that is, web page placement in the assistant, also known as industry fixed investment. It is the same as the delivery of keyword advertising, except that the material format is changed from keywords to URLs. In the background URL, you can enter keywords to search for industry URLs for industry targeted investment.

(Picture and text web page placement, i.e. industry fixed investment)

Step 2: Word segmentation

After downloading the keywords, we need to start word segmentation. The so-called word segmentation means setting up an account.

Currently, the method of fast word segmentation is to use keyword macro tools for word segmentation. List the root words in the macro tool, and then turn on the macro to quickly segment the keywords.

(The picture shows the keyword segmentation tool)

There are many dimensions of word segmentation, such as segmentation by length, segmentation by grammar, etc. At present, the more mainstream word segmentation method is to segment words according to parts of speech , putting words with similar meanings together for easy management.

There are many different understandings of parts of speech. In bidding accounts, we usually divide parts of speech based on intent.

It is generally divided into high intention, medium intention and low intention, and each keyword represents a demand. In the analysis of keywords, we will find that all keywords belong to these three parts of speech.

For example, the most obvious ones in the medical industry are “hospital words,” “cost words,” and “treatment words.” Hospital cost words mean that the patient has reached the stage of seeing a doctor, while treatment words mean that the patient’s intention is very high and is about to reach the stage of seeing a doctor. Searching for words such as “symptoms” and “cause” means that the patient is still in the cognitive stage and has average intention.

Each industry can be divided into its own parts of speech. We can summarize it ourselves. After dividing the parts of speech of the account, it will be convenient to adjust the account later.

Although sometimes low-intent words can still be sold, and some high-intent words have little intent, they are only a minority. Most of the time, high-intent words have better transaction results than low-intent words.

Step 3: Set up an account

After the words are divided, the next step is to set up an account. Generally, we can put words of the same type into one unit, and words of the same type into one plan. The clearer your account is, the easier it will be to manage.

Generally speaking, you can plan fewer numbers and have more units. Then, there can be fewer words in the unit.

If you give a number, you can refer to this number:

For small and medium-sized accounts, it is generally best to have no more than 20 plans, 10 for PC and 10 for mobile;

For large accounts, the number of plans can be around 50 or 60, with half for PC and half for mobile.

For small accounts, it is recommended that the number of words in a unit should not exceed 100;

For large accounts, it is recommended that the number of words in a unit should not exceed 300.

This is for reference only and is not an official recommendation. The reason why it is recommended to stay within this value is that the clearer it is, the easier it is to manage.

Suppose you put seven or eight hundred words in a unit, it will often be bloated and difficult to manage. Moreover, when there are too many words, many words in the unit are not displayed. So, if you can be more detailed, you should be more detailed.

In the plan structure, as long as the units have similar parts of speech, they can be placed in one plan.

For example, in medical care, for hospital planning, you can put "hospital word", "region + hospital word", "where + hospital word", "which + hospital word"; in cost planning, you can put "price word", "cost word", "how much", "money" and so on.

After the plans and units are built, it is time to write the ideas. Creativity can be written according to units or plans. Generally, 3-5 ideas can be placed in one unit. The detailed writing method will be explained in detail later.

Step 4: Naming

After sorting the keywords, it is time to upload the account. It is recommended to give plans and units good names so that they can be managed easily. There are many ways to name it, and you can choose according to your own habits.

Here is a simple naming method for reference only:

Name the plan by device side + 0X. For example, "PC01 Hospital Plan", "PC02 Cost Plan", "PC03 Governance Plan", "YD01 Hospital Plan"...

The same applies to unit naming. For example, in the academic education industry, units can be named: 01 institution, 02 fee, 03 company, 04 money, 05 price...

Name the unit after the root of the unit and name the plan after the core part of speech of the plan, which makes management easier.

For example, in the early stage, the unit number is increased from 01 to 30. After adding words in the later stage, you can start again from 31. This way, every time you add a unit, you will know when the word was added.

Step 5: Tracking

Regardless of whether you use a domain name landing page or a Jimuyu landing page, you must add a suffix after the keyword URL so that you can track the conversion effect of the keyword.

There are many ways to track keywords. You can use them in the assistant, or you can track them yourself using coding.

Author: Mubibai

Source: Mubibai