The entire process of account building and optimization, a must-read for investment!

The construction of an account is like a pyramid, mysterious and difficult to understand. A reasonable account structure can help you better control traffic and optimize results, and manage accounts more conveniently. Today, I will explain to you the process of building an account structure.

Account structure level

The four-level account tree helps build a refined account structure.

Search promotion:

• Promotion account: You can set account budget/account region
• Promotion plan: You can set up to 100 plans/plan budgets/regions/time periods/plan negation words
• Promotion unit: You can set up to 1000 units/unit bid/mobile/computer bid coefficient/unit negation
• Keywords: Up to 5,000 keywords can be set; 15-30 keywords are recommended (keyword bidding/matching mode, etc.)
• Creativity: Up to 50 creative ideas (creative copy/picture/style/access URL); about 4 are recommended

Note: Keywords and creative ideas in the same unit have a many-to-many relationship.

Information flow promotion :

• Account: You can set the account budget and account delivery region.
• Promotion plan: set up to 100 plans; plan budget, planned delivery time, date, promotion target, budget allocation control
• Promotion unit: up to 100 units can be set; promotion business, promotion position, targeting setting (keyword targeting up to 2,000 words), bid setting, delivery URL, custom optimization
• Creative: Set up to 25 creatives; brand user avatar, landing page information, creative list

Account building analysis

What do you think you should do before setting up the account structure? Conduct audience analysis and business analysis? Is it necessary to determine the purpose, budget, time period and region of the campaign? Then... continue learning with me~

Obtain all-round information in 4 dimensions to determine marketing direction.

Understand basic information: understand business operation model, promotion products, and budget. Understand the industry: Understand the core competitive products of customers and your own core competitiveness;

Promotion goal: promotion purpose, promotion needs;

Other requirements for placement: creativity, purchasing methods, and data monitoring;

Audience classification analysis to help with targeted marketing

After getting an account, you cannot start building the account immediately. Instead, you need to conduct a detailed project analysis of the attributes of various groups of people. Then formulate account strategies based on the analysis results.

Crowd demand analysis helps to achieve comprehensive and accurate coverage of keywords on the search side.

Behind each keyword lies a demand. Based on the keywords searched by the visitor, infer his hidden needs.

Crowd demand analysis helps to carry out refined marketing at the information flow end.

Market analysis: Know yourself and the market to help improve your market competitiveness efficiently.

Know yourself and know your enemy, and you can fight a hundred battles with no danger of defeat. Only when you know your product well enough can you sell it better. Only by knowing your competitors’ products well enough can you find the right way to fight back. Therefore, before formulating a promotion strategy, you must do a thorough analysis of your own products and competing products.

Structural analysis model

The three-step analysis allows you to plan before taking action, expand your business in a methodical way, and refine your account structure with appropriate keywords.

Crowd analysis: basic situation analysis, crowd analysis, crowd demand analysis, and market analysis.

Hierarchical analysis: time period level, regional level, and device level.

Dimension analysis: marketing scenario dimension, time demand dimension, purchase intention dimension, emergency backup dimension, and business cycle dimension.

Account building strategy

Ten structural building models help refine the account structure

Audience analysis: budget analysis, crowd analysis, demand analysis, product analysis;

Hierarchical analysis: equipment, region, time period;

Dimension analysis - marketing: marketing scenario dimension, purchase intention dimension, business cycle dimension, time demand dimension, emergency/spare tire dimension;

Account structure building model: crowd building method, equipment building method, time period building method, region building method, matching building method, demand building method, business cycle building method, product building method, emergency/spare tire building method, word count building method;

5 ideas for account building to help your information flow account structure be well organized

1. Crowd: Establish different plans by dividing the crowd.

2. Product: Establish plans for promoting products and promotional activities.

3. Payment method: Establish different plans including CPC, OCPC and OCPM.

4. Targeting: media/keywords/interests/keywords & interests/flash investment knowledge base, etc.

5. Materials: Three pictures/large pictures/videos can be created separately

Account setup example

Search promotion: based on "budget" as the premise

Adequate budget: The account structure should cover all business areas as much as possible.

Tight budget: Account building should focus on brand words, core product words, and business areas with high conversion efficiency.

Information flow: based on “budget”

Adequate budget: The account structure should try to cover all the people covered by the product.

Tight budget: The account structure should ensure that core products are covered and that key high-traffic periods are online; for other products, a small budget can be set to ensure that key core groups are covered and high-conversion traffic remains online.

Three principles for building an account structure: convenience, integrity, and relevance

Account building integrity: whether the account structure meets the needs of the corresponding population in the business scope;

Convenience of account establishment: whether the account structure is convenient for data statistics and optimization;

Account building relevance: whether the unit division is standardized and has unified semantics/crowd relevance;

At this point, the account structure is complete. The later stage is creative writing, planning of landing pages, and adjustment and optimization of accounts based on the later delivery results.

The basic level of marketers is responsible for traffic generation, the next level is responsible for conversion, the next level is responsible for cost control, and then the next level is responsible for process control, and the next level is responsible for building your own system. No matter what level you are at now, remember to be results-oriented, not just focused on the present.

Author: Little Sun

Source: Baidu Beijing Marketing Center