How to design SEM account structure from 0 to 1?

Account structure is a difficult problem for beginners in APP promotion, but if the account structure is not well done, how can we talk about the subsequent account optimization? Today we will learn how to design the account structure. Friends who have done SEM know that account building in the early stage of promotion is crucial. However, there are still many novices who, when they just take over a new account, mess up the account structure beyond recognition, which directly makes the subsequent optimization work extremely difficult.

So we need to talk about SEM account construction and how to design a good account structure?

Before answering this question, we first need to understand why we need to build an account structure?

In fact, it is very simple. It is nothing more than spending money more effectively, making the account structure clearer, making data analysis simpler, making operations more convenient, and making thinking clearer, so as to achieve twice the result with half the effort.

Now that you understand why, you need to know how to do it.

We all know that accounts are divided according to the promotion plan, promotion unit, and keyword structure. One account can set up 100 promotion plans, one promotion plan can set up 1,000 promotion units, and one promotion unit can set up 5,000 keywords and 50 creatives.

If the account is compared to a big tree, then the plan is the trunk, the unit is the branches, and the keywords are the leaves under the branches. They are interconnected and none of them can be missing.

The account structure is fixed, but the account strategy is not fixed. Not all products share the same strategy. Instead, different strategies should be formulated based on the characteristics of the product and divided into different dimensions.

Generally speaking, the dimensions of an account can be divided into:

(1) Product dimension: Applicable to accounts with multiple products, each type of product has a corresponding promotion plan.

For example, if a plastic surgery hospital offers multiple sub-projects such as nose plastic surgery, chin plastic surgery, and eye plastic surgery, these sub-projects can be placed in different plans for targeted promotion.

(2) Time period dimension: You can set different promotion time periods and bid ratios for different time periods.

For example, if a product performs better from 7 a.m. to 11 a.m., the bid ratio can be adjusted higher, such as setting it to 1.2; if the product performs worse from 7 p.m. to 11 p.m., the bid ratio can be adjusted lower, such as setting it to 0.7; if the conversion rate is poor during the early morning hours, the promotion can be stopped (the specific operation will be discussed later).

(3) Regional dimension: This is easy to understand, that is, setting up different promotion plans for different regions.

For example, if a product is to be promoted in Hebei and Shanxi, two promotion plans can be set up for these two regions.

(4) Purchase intention dimension: It is divided into three stages: problem discovery, solution seeking, and purchase decision, and the intention ranges from weak to strong.

First of all, in the problem discovery phase, when users have certain needs, they will actively collect information related to the needs. If a user has rhinitis problems, he or she will search for keywords such as what are the symptoms of rhinitis and why does rhinitis occur.

Next, let’s look at the solution-seeking stage. After users obtain the information they want, they will look for solutions, either by asking friends or using search engines. For example, after obtaining basic information about rhinitis, users will be eager to find solutions and will search for keywords such as what to do if you have rhinitis, how much does it cost to treat rhinitis, and how to treat rhinitis.

Finally, at the purchase decision stage, the user has already decided to buy, but is still a little hesitant. He must shop around and evaluate the company’s reputation and strength. For example, users may search for keywords such as which hospital is best for treating rhinitis in Beijing, how is xx hospital for treating rhinitis, and the ranking of hospitals for treating rhinitis.

The intention increases from weak to strong. As time goes by, the fewer times the keyword is searched, the higher the unit price.

After introducing the four dimensions of the account, we must also be clear that these dimensions do not exist alone, they have primary and secondary dimensions. To make it easier to understand, I will take a medical account as an example to explain in detail how to set up and design an account.

When we take over a new medical account, we must first understand whether the disease type is a single one or there are other minor disease types in addition to the main disease type.

If it is a single disease, it is much simpler. You only need to divide the corresponding promotion plan according to the dimension of purchase intention.

If there are multiple diseases, we need to consider how many sub-diseases there are under the main disease and classify them accordingly. For example, thyroid is a main disease type, and under this main disease type there are also sub-diseases such as thyroid nodules, hyperthyroidism, hypothyroidism, and Hashimoto's.

When we build the plan, we need to establish corresponding plans for each type of disease to facilitate management. For example, create dedicated plans for thyroid, thyroid nodules, and hyperthyroidism.

After classifying the diseases, we enter the next stage to divide the parts of speech of each disease according to the dimension of purchase intention and distinguish the strength of demand. For example, thyroid can be divided into hospital words, treatment words, cost words, surgery words, symptom words, cause words, harm words, etc.

Then classify the parts of speech of these words according to the planned level. For example, hospital words, treatment words, cost words, and surgical words can each have a separate plan for easy management. However, there is no need to create separate plans for words like symptoms, causes, and hazards, because the purchase intention of these words is not strong and they belong to the understanding stage. You only need to create a plan and classify them into units.

After classifying the promotion plan by part of speech, you can enter the stage of setting up the delivery.

The delivery settings can generally be adjusted from the regional and time dimensions .

First look at the regional dimension, enter the Baidu backend, click on the promotion plan, and choose to edit the promotion area.

After entering, you can see the regional delivery interface. Just check the box in front of the area where you want to deliver.

Then, if you want to formulate different bidding strategies for different regions, you can also directly set the bid ratio in the regional delivery interface (the product of the bid ratio and the bid is the final bid for the delivery area. For example, if the bid is 10 yuan, the ratio is set to 0.7, the final bid is 7 yuan; if the ratio is set to 1.2, the final bid is 12 yuan).

This is the setting for regional delivery. In addition, if you want to make it easier to manage your account, you can also set up separate delivery areas for your promotion plan. For example, for a disease like thyroid that is targeted at multiple regions, you can designate a separate targeting region for the disease plan.

Let’s look at the time period dimension. Enter the Baidu backend, click on the promotion plan, and choose to edit the promotion period.

After entering, you can see the time period delivery interface, click on the time point where you want to deliver, and select delivery.

Like regional delivery, time delivery can also adjust the bid ratio for each time period. By choosing advanced delivery, you can set a separate bid ratio for each time period.

The above is just an example. The bidding ratio of time periods needs to be adjusted through subsequent time period analysis to determine which time period has good results and which time period has poor results. During periods of good results, you can increase the bid ratio and promote it vigorously; during periods of poor results, you can lower the bid ratio to reduce waste.

After talking about the specific operations and strategies of each dimension, let’s talk about account segmentation. This is a necessary process for setting up an account. It is difficult but very important.

Simply put, word segmentation is to further subdivide the dimension of the promotion plan, and assign keywords to various promotion units according to their parts of speech (parts of speech are the characters contained in keywords. For example, if the keyword contains ranking, all words with "rank" can be placed in the corresponding unit).

Let's take the thyroid gland as an example. For example, the word hospital can be further subdivided into multiple parts of speech, such as hospital*ranking, hospital*which is the best, hospital*best, hospital*authority, etc.

Put the keywords with ranking, which one is better, best, and authoritative into the corresponding units and manage them in detail.

At this point, some friends may be wondering where the keywords come from! Participle always needs keywords!

That’s right, how can you build an account without keywords? Let’s take a look at the ways to obtain keywords!

1. Use the keyword planner tool that comes with Baidu backend to obtain keywords, and you can query all kinds of keywords you want to obtain.

Enter the keyword planner and click on search, such as thyroid treatment; the system will push various keywords related to thyroid treatment to you.

2. Use various keyword search tools to obtain keywords. Such as 5118, Aizhan SEO, etc.

3. Ask customer service for word packages directly or ask colleagues in the group for word packages.

The promotion plan, units, and keywords have been created, the regions and time periods have been set, and the account has been basically set up. But I always feel like something is missing, what is it?

Yes, it is the creative and landing page. Write the corresponding creative for the unit (now you understand the importance of word segmentation), and set up the corresponding landing page for the keyword.

Here I will briefly talk about the role of creativity and landing pages (after all, writing in detail will take up a lot of space).

Creativity is to attract users through words and styles, making them feel that clicking on your ads can make them money, gain benefits, or help them solve problems. Writing creative ideas is not about self-satisfaction. If you say you are good, how can you prove that you are good? After all, everyone says they are good. Therefore, creative ideas should be written from the user's perspective. Imagine his current situation and write targeted and appropriate creative ideas.

A landing page is a website that attracts users through page design and soft articles, so that users can get the answers they want when they enter your website. Therefore, the design of the landing page must meet the user's search needs, give him what he wants to see, hit his pain points, and set up a conversion channel to guide users to consult and thus complete the conversion.

Once you’ve written your creative and set up your landing page, you’re done setting up your account.

Finally, what I want to say is that account building is not blind. You can’t just do what others do. You must have your own ideas and formulate a good account strategy so that the subsequent optimization and adjustment work will be easier.

Author: Aichisem

Source: Aichisem