Have you used these 3 SEM account building methods?

A high-quality account structure is crucial to the effectiveness of promotion and can make the promotion more effective. Below I have summarized 3 core account building methods to share with bidders who are troubled by account building.

The first thing to do is to divide the keywords into core keywords and non-core keywords, and divide the keywords of the same dimension into core and long-tail keywords, so as to achieve the classification of common word core and long-tail word core.

This method can complete account establishment simply and efficiently, and is easy to manage. This construction method is easy to use and only requires dividing the keyword traffic size.

Take “ SEM training” as an example:

We can pick out several long-tail words that match the keywords, such as "class", "fee", "which one is better", etc. Try it for a few days, pick out the ones that have conversions and put them into the core words.

Core plan (Tuoxianxing bidding training):

Unit 1 (Search for bidding training) - Core word 1;

Unit 2 (How much does Tuoxianxing bidding training cost) - Core Word 2;

General Program (Bidding Training Course):

Unit 1 (Which bidding training company is the best) - General Word 1;

Unit 2 (Bidding Training Course) - General Words 2;

…………

This method is suitable for companies with smaller promotional volumes. There are also bidders who have little experience in account setting up. Although their methods are poor, it is better than having no method and better than setting it up randomly.

This method can be analyzed through the entire transaction process of the promotion project.

Take "bidding training" as an example. I want to sign up for a bidding training class. The first thing I think about is "how to learn SEM?", and then I learn about "which SEM training company is good", etc. This is a process from knowing nothing to deciding on one company to learn more about. We can divide it into the following dimensions:

Program 1 (What is bidding training?): Unit 1 (Bidding training is like this) - General words

Unit 2 (Bidding training Tuoxian explains to you) - Brand words

Plan 2 (How to learn bidding training?): Unit 1 (Come to me to learn bidding training) - General words

Unit 2 (Bidding training Tuoxianxing teaches you) - Brand words

Plan 3 (Which bidding training company is the best?): Unit 1 (My bidding training company is the best) - General words

Unit 2 (Bidding training is the best) - Brand words

…………

The above simple example is built based on the process of visitors understanding a certain product, from not understanding bidding to starting to analyze which training institution is good and finalizing the final choice. This method is to split the audience of the product, from not knowing to knowing, and finally closing the deal.

This method is suitable for most products, but it requires a lot of sales process analysis in advance, and it is also necessary to combine data to analyze the deep effects of certain keywords.

Comprehensively understand the needs of visitors. People's needs can be divided into five categories according to "Maslow's needs analysis":

1. Physiological needs;

2. Security requirements;

3. Emotional needs;

4. Respect needs;

5. Need for self-actualization.

According to the above requirements, we can build account division units. In a general word plan about "bidding training", we can divide it into five units:

1) Physiological needs unit: I want to find a bidding job!

Keywords: "Is it easy to find a bidding job?", "Is bidding easy to learn?";

2) Security Requirements Unit: What about training?

Keywords: "Is the bidding agency good?" "How to learn the bidding agency?"

3) Emotional needs unit: How about bidding first?

Keywords: "Is Tuoxianxing bidding good?", "How is Tuoxianxing's teaching";

4) Respect the demand unit: bidding can make money!

Keywords: "If you want a high salary, choose Tuoxianxing bidding", "Tuoxianxing bidding high salary";

5) Self-actualization needs unit: advanced bidding tutorial.

Keywords: "Advanced bidding tutorial", "Bidding improvement course";

Those who search for “bidding jobs” mainly want to solve physiological and life problems. Searching for "Is knowledge easy to learn?" is based on distrust of bidding agencies, while searching for brand words is based on emotional trust in a certain brand.

People who search for "high salary" want to be respected by others. The final "Advanced Tutorial" is about breaking through bottlenecks and reaching a higher level of self-realization.

IV. Conclusion

The above are the three methods of account building that I have summarized, each with its own characteristics:

1. Core and long-tail word building method: easy to get started, simple to build, suitable for novices, but not suitable for use when there are a large number of keywords.

2. Process building method: The building and maintenance difficulty are moderate, and requires a deep understanding of the promotion project. Suitable for building a relatively single promotion project.

3. Demand-based construction method: It is extremely difficult to build and is rarely used. It is usually chosen when there are many promotion projects and the types are complex. This type of construction method has a very high creative accuracy and will have very good clicks and conversions.

How about it, have you learned it?

Author: Aiqi SEM

Source: Aichi SEM (CMOcollege)