Case | Super practical SEM promotion case in the vocational training industry

This article shares with you the SEM promotion case in the vocational training industry . Let me give you a detailed explanation using accounting training as an example.

1. Target population analysis

2. Promotion structure suggestions

It is recommended to divide the plan by product (such as junior accounting training, intermediate accounting training, and advanced accounting training), and separate the PC and mobile promotion plans . The bidding strategies and creative strategies for different ports are different, so as to better track the port conversion effects and make good budget allocation in the later stage.

It is recommended to divide the units according to the keyword part of speech , such as training words, course words, regional words, etc. This is conducive to creative writing. Different categories of words have different targeting. For example, training words focus more on the word training (training methods, training time, etc.), and course words focus more on courses (course quality, course effect, etc.)

Or divide the plan by region and allocate budget based on product focus in different regions. If the plan is divided by region, it is best to divide the units according to different products + different parts of speech dimensions . For example: Quanzhou area: primary training-primary courses-primary fees, etc.

3. Keyword direction

General word categories such as accounting training, although these words have large traffic, but the user conversion intention is vague, so it is recommended to use the precise medium price strategy for promotion.

Product words and core words, do a good job of conversion tracking , use the four quadrants, strive for ranking for high-quality conversion words , optimize high-cost words, and stop using low-quality words when necessary.

Brand words, as high-conversion and low-cost words, need to be ranked first to ensure they are ranked first .

Long tail words , low price and wide strategy , ensure that consumption can be displayed.

4. Creative direction

Mobile creativity:

Because mobile creatives can display fewer words and users have limited browsing time, it is recommended that you set port preference creatives when writing creatives , especially mobile creatives. There must be at least two mobile-preferred creatives to prevent the ad display from being truncated and to make the pain point bombing more targeted.

Creative copywriting:

Try to avoid meaningless words in your creative writing , such as intelligence, features, and achieving your dreams. These words are purely self-indulgent copywriting and cannot impress users.

The creative direction can clearly set a completion deadline , such as 30 days; using free services to attract trial listening and trial learning can lay the groundwork for conversion and also give users a psychological hint of conversion. Use the FAB rule to describe product features and advantages. In addition, the most important point is to find the user pain points and give corresponding benefit points for the pain points. We make products to help users solve problems, and marketing requires finding the user pain points and taking drastic measures.

Creative pictures:

Avoid meaningless words or elements in the gallery (as shown in Figure 1). It is best to clearly state the theme and include an advantage or pain point solution (as shown in Figure 2).

(Figure 1) (Figure 2)

Trademark Protection:

Submit trademark protection and ask Baidu customer service to add the trademark to the protection whitelist. If other schools appear in brand word searches, you can appeal to have the other party offline to protect our brand words.

In addition to advanced ideas (including pictures, components, text links, etc.), it is recommended that all flash investment ideas should be submitted . The current creative display is a combination of various ideas (such as pictures + components + flash investment). In order to have a better creative display form, it is recommended to try all creative styles.

5. Landing Page Direction

Take a test: Accounting Certificate Application Condition Test, Free Trial, Free Materials Collection , Promote User Form Submission

Imitation official website: Accounting Application Center, registration deadline, accounting qualification registration portal , guide users to click to register

Promotion and salary increase: high-paying special training, free trial , free materials, career planning, attracting user consultation conversion

You can refer to the high-quality landing pages of your peers. Each module should have corresponding conversion guides. For example, the free information module should have a form entrance for receiving free information. The first module must have corresponding conversions, and when designing the landing page, pay attention to the connection and logical order of each module. Do not point out the user's pain point of low salary and then transform the module into receiving free information. The pain point should be followed by the pain point solution.

The above is the SEM promotion strategy for the accounting training industry, which can be used as a reference for the vocational education industry.

Author: Junior Sister

Source: Aichisem