How to conduct data analysis in SEM promotion?

When an account accumulates a certain amount of data, promotion issues will arise. So in SEM promotion , how should optimizers conduct data analysis? From which aspects should we start the analysis?

1. Display volume analysis

Arrange the display volume in descending order, find out the words with low or no display, and increase the display volume by adjusting the bid, match, time period, region, etc.; find the top 10-50 display words, and see if these words are highly relevant to the business and whether they are high-conversion words, to ensure consistency with the business and conversion.

2. Click volume analysis

Find out the words that have been displayed but not clicked in the past month. If there are no major problems with the ranking or creativity, they can be suspended or deleted. These words have no major effect on the promotion of the account. Find out the words with low click-through rates, because the estimated click-through rate is one of the three major factors affecting the quality of keywords. If the click-through rate is too low, it may lead to low quality and affect the competitiveness of the keywords. Improve their click-through rate through creativity and ranking.

3. Consumption analysis

The 28 rule tells us that 80% of the consumption in an account is concentrated on 20% of the words. Find out these 20% of the words and compare whether these words bring conversions and whether the conversions are proportional to consumption. Then compare whether these words are the company's main business words and whether they are key promotion words. If not, the consumption proportion should be reduced and consumption should be transferred to the main business.

4. Average Click Price Analysis

Find out high-click words whose CPC exceeds the average click price or expected words. Because these words have relatively high consumption, focus on monitoring these high-click price words and check their corresponding conversions and costs. If the cost exceeds expectations, optimize related words and reduce conversion costs by lowering their click prices.

To reduce the click price, one way is to lower the bid. If you want to lower the bid, it is recommended to make a fine adjustment at a ratio of 5%-10%. Large adjustments can easily affect the promotion and cause fluctuations in results. The other way is to improve the quality. Quality optimization is to optimize and improve three aspects: estimated click-through rate, creative relevance, and landing page experience.

5. Regional Analysis

Compare and analyze the data of display, click, conversion, cost, etc. in each region to find out which region the company's customers are concentrated in and whether it is consistent with the company's main promotion region; find out which region has the best customer quality, so that resources can be tilted towards high-quality regions, and the company can also adjust the region where its business is focused.

6. Time period analysis

Through time-sharing analysis, the consumption, conversion volume and conversion cost data of exhibition points in each period of 24 hours a day are analyzed to find out the peak conversion period. The competition intensity during the peak period can be improved by adjusting the time period coefficient to obtain more conversions.

7. Search term analysis

Through the search term report, find out the high-frequency and business-related words, add them to the account, and perform conversion tracking to see if they can bring conversions; if there are a small number of irrelevant search terms for the keyword, the irrelevant words will be treated as negative words; but if there are a large number of irrelevant search terms for the keyword, it is recommended to narrow the word matching, control the irrelevant words to match the keyword, and ensure the accuracy of the incoming traffic.

8. Analyze the month-on-month data

Analyze weekly/monthly data on a month-on-month basis with data from the previous week/month to identify factors that affect data fluctuations. If they are internal factors, optimize the account; if they are external factors, adjust the promotion strategy based on the factors, such as using Shangdun to block malicious clicks.

9. Conversion data analysis

Conversion rate = conversion volume/click volume. You can analyze and compare the conversion rates of plans, units, and keywords to find out which plans, units, and keywords contribute more to conversions, stabilize their promotion, and at the same time expand traffic in the corresponding direction to increase conversions.

Conversion cost = consumption/conversion volume = click x click price/conversion volume. Therefore, to reduce the conversion cost, one is to increase the conversion volume, use the four-quadrant rule to find high-conversion and low-cost words to expand, and the other is to reduce consumption, reduce meaningless clicks, and reduce click prices. Therefore, find high-consumption and low-conversion words to optimize or lower bids to limit consumption.

10. Analyze non-bidding factors

① Negative impact on its own brand: For example, the Sanlu melamine incident caused the dairy giant to collapse overnight.

② Market issues: Keywords encounter hot events. For example, during the epidemic, various real industries were hit hard, causing small and medium-sized enterprises to be unable to support themselves, which in turn led to layoffs and other unemployment events, making the law firm's labor arbitration business a hot topic and causing a large influx of traffic to related businesses.

Or the crowds caused by marketing activities, such as offline events that attracted a large number of onlookers.

③Seasonal issues: Some businesses have peak and off-peak seasons, such as primary and secondary education, where the winter and summer vacations are the peak seasons and the school season is the off-peak season.

④ Malicious click problem: Various measures such as merchant shielding can be taken to prevent it.

Author: Aiqi SEM

Source: Aichi SEM (CMOcollege)