Search promotion not working? These 4 points are not done well

Search is one of the most effective and direct ways for platform users to find the products they want.

But sometimes buyers search for keywords but cannot find the products we sell, or they see our products but do not click through.

How can we solve these problems?

The principle of search promotion and ranking fee deduction

1. Display position

The top 50 for each word form a team, and after that the next team will be promoted. The standards for each team are different. If your keyword does not get exposure, it is either because the natural search weight is low or the ranking is not high enough.

2. Principles of ranking and fee deduction

★ Keyword ranking = keyword quality score * keyword bid

① Bid ≠ Actual Fee Deduction

Actual deduction = (next bid * next quality score) / your own quality score + 0.01

② Purpose of search promotion

Testing pictures and models: The purpose is to obtain click-through rate and conversion rate within a time frame, without considering production;

Daily promotion: The goal is to achieve sales and ROI, category ranking and revenue, so lower the bid to get a high ranking;

Improve weight: The purpose is to quickly obtain search results and bid high to create a hit product.

Sprint activity: The purpose is to squeeze production, but also requires high bids.

Detailed explanation of quality score and how to improve it

1. What is the quality score?

The quality score is a comprehensive data that appears to balance the competition in the market, including buyer experience, DSR, bounce rate, inquiry conversion rate, customer response data, etc.

2. The role of quality score

The quality score is related to exposure. The higher the quality score, the higher the bid, the higher the ranking, and the more exposure.

3. Quality score update cycle: 24h

① Store data

If the store has no data, modifying the title will affect the quality score; if the store has data, modifying the title will not affect the quality score

② Initial score

New links will have an initial score, but it is not real and will rise or fall later.

4. Factors affecting quality score

Historical data, keyword relevance, spending stability, and click-through rate (core)

Word selection skills at different promotion stages

1. Word selection skills

★ Word search tool

Search word analysis, product search words (see 7-day data), it is not recommended to use drop-down box keywords

Standard products: mainly focus on functions, keywords are determined by click-through rate, and conversion rate is not important;

Non-standard products: mainly based on style, keywords are determined from four aspects: search popularity, click-through rate, conversion rate, and average bid

2. Keyword classification

① Heat

Big word: Watch

Small words: led children's watch

② Structure

Category word: plus size women's clothing

Secondary word: plus-size women's clothing autumn (add an adjective)

Long tail word: plus size women's autumn new thickening (add multiple adjectives)

3. Expanded matching of keywords

① The principle of expanding words

As long as the buyer's search terms contain your core keywords, he has a chance to see your

★ Give an example

If buyers search for "watches", as long as your title contains "watch", it will be fine, whether it is "children's watch" or "smart watch", it will have a chance to be seen.

② Keyword expansion method

Use the first-level words to expand downwards, and then expand to the second-level words, the third-level words...

Detailed explanation of the practical operation of keyword cultivation for search promotion

★ The core of word cultivation

Accumulate product GMV through search and scene promotion, and get free traffic from search and categories during the small competition stage.

1. The purpose of cultivating words

Get better rankings for product keywords at a relatively low price and reduce CPC

2. Methods of cultivating words

① Standard products

If you want to get exposure at a low price, you can only improve the quality score. You can improve the quality score by optimizing relevance, consumption relevance, click-through rate, etc.

② Non-standard

a. Post 8-15 words, evenly distribute them throughout the day, and get at least 100-200 clicks;

b. If CPC is too high, reduce to 3-5 days;

c. Compare the click-through rate and ROI of keywords, delete those with poor data, and add some new words;

d. Increase the use of the remaining good words.

Author: Xiaohuo

Source: Huoyanshe e-commerce community