Sogou promotion case analysis!

Today I will mainly talk about how to promote fire doors in fire protection facilities on Sogou.

I don't need to say much about fire doors, I believe everyone knows that it is also a common door product in daily life, and its use is mainly used in office buildings, communities, etc. It can prevent the spread of fire for a period of time and give people time to evacuate. It is an indispensable facility in fire safety.

Manufacturers are widely distributed, and there are production companies in almost every region. Since this product has a wide range of applications and is indispensable and replaceable, the daily search volume is relatively considerable, making it very suitable for the placement of competitive bidding advertisements.

Let’s not talk about other bidding products for now. Today, I will mainly talk about how to operate and promote fire door products on Sogou.

• plan

Planning is the first step in setting up an account. After receiving such customers, we should first determine with the customers the products to be promoted and the division of regions. Fire doors are somewhat different from other types of products in that the products are made of different materials and have different usage scenarios. Therefore, some categories are only sold in certain areas, and some products can be sold nationwide. Here we need to build a plan for each product separately. Such as wooden fire doors, steel fire doors. There are also some fire-proof rolling shutter doors used in small areas.

By creating separate plans based on material classification, you can better distinguish the effects and current traffic conditions, making future optimization work easier and more convenient.

• Keywords

Keywords are the most important part of all bidding accounts. After all, bidding ads mainly match searches based on keywords. Once the keywords are selected, half of the account effect will be achieved. So how do we choose the key words for fire doors? First of all, we need to expand the keywords. Let’s talk about which words to use as the main keywords for expansion.

1. Subject fire door expansion

The main expansion is based on the customer's main product "fire door". After expanding this word, basically all our words can be expanded, for example: fire shutter door, steel fire door, wooden fire door, etc. Basically, if customers produce fire-proof door products, they just need to expand this word.

2. Refined expansion

How to expand in a refined manner is to expand each word once and each material once, such as: wooden fire door, steel fire door, fire shutter door, inorganic cloth special fire door, etc. You will find that although there are many repetitions, other names and variations of the material will be expanded to make the vocabulary wider and match more netizens. (You can use the word expansion tool of Sogou backend or other word expansion tools)

3. Deletion and word screening

After the keyword expansion is completed, it is necessary to delete duplicates and screen words. It goes without saying that deleting duplicates is important. Although placing a large number of duplicate keywords in an account will increase clicks, it will also cause a lot of budget waste. After the later data comes out, you can select high-conversion words for repeated delivery. Filter words that are suitable for promotion and helpful for conversion, such as core keywords, such as fire doors, wooden fire doors, these big words and commonly used words are definitely necessary. For example, some price words, such as how much does a fire door cost, the price of a steel fire door, etc., have low click-through rates, but the searches are basically for purchasing intentions, and they are comparing prices. Some manufacturer words, such as fire door manufacturers, fire door factories, etc., are also very objective in their searches, and the intention of the search is also to find a merchant to make a purchase. There are also some scene-related words that are needed, such as KTV fire door, community fire door, office building fire door, and other words related to usage scenarios.

• Grouping

It is mainly grouped according to the part of speech to facilitate our subsequent creative writing. It can be classified and optimized into scene words, price words, core words, manufacturer words, etc.

• Creativity

The product's creativity can be reflected in too much, the product's quality, qualification standards, manufacturer's strength, etc. like:

Title: xx{fireproof door} professional production, 3c certification, powerful brand

Description 1: xx{fire door} has decades of experience, focusing on creating all kinds of {fire doors}, production meets standards, quality is certified

Description 2: Welcome new and old customers to call for consultation, Tel: xxxxxxxxx

(This type of product does not belong to the category of life services, so the telephone can be reflected in the creative idea)

You can also include words like low price and good service in your creative ideas to attract customers.

Title: {fire door price}, low price, high quality, we are more focused

Description 1: {fire door price} Consult xx fire door manufacturer, we are based in xx with low price, high service, high quality, and honest operation

Description 2: One cooperation will make you our loyal customer, contact number: xxxxxxxx

There is nothing special to pay attention to in this industry in terms of creativity. Within the prescribed scope, you should write in a way that attracts netizens. You can put yourself in the shoes of the netizens and think about what kind of words will make me click when I need this product. Okay, I won’t say much about creativity. Let’s take a look at some of Sogou’s creative components.

• Creative Components

Creative components are Sogou's original additional creativity. They split some styles and completely separate the styles of the mobile and computer terminals, allowing for richer and freer additions of styles. The creative component mainly works on mobile devices (which is also the main source of traffic now). It is divided into picture category, sub-link category, video category, business opportunity category, application category, list category, and activity category. Here I will not elaborate on its functions and style differences one by one.

We mainly add the following categories to make the style richer and increase clicks

• Image category

Picture categories are divided into single pictures, large pictures, picture collections and pictures and texts. What we mainly add is single pictures. Compared with other styles, single pictures provide the most display opportunities and can be displayed without too much premium. Like other pictures and picture albums, they can be added selectively. Both types put three pictures together. The difference is that one has text description and the other does not. A large picture is also optional. It is a larger picture placed above the creative idea. If there is no particularly suitable and good-looking picture, it is not recommended to add it, as it will affect people's senses.

• Subchain

The sub-chains are divided into long sub-chains and short sub-chains, and there are single and combined sub-chains. Here it is recommended to add two sub-chains and add one combination. You can write some product advantages on them.

• Video

Video is a recently added style. You can add a video to your creative idea to make it more attractive. It is recommended to add it here. You can upload some production types of videos.

The remaining styles can be selected and will help increase clicks.

(Before adding)

(After adding)

The data above is a comparison before and after the style was added. We can intuitively see that after adding it, the display, clicks, etc. have been significantly improved.

Summarize:

This issue mainly focuses on the construction process of fire door products from the perspective and ideas of optimizers. The main core is the keyword expansion and creative writing part. After analyzing and comparing the use of this idea, the account's display, clicks and consultations can be effectively improved. (The following two screenshots are a comparison of the data before and after the account adjustment).

The entire set of optimization ideas is some of my experience in adjusting my account.

Author: Silk Road Praise

Source: Silk Road Academy