7 questions and answers about keyword promotion!

Contents of this Q&A:

1. The keyword search volume is low and there is no way to expand the keyword. What should I do?

2. How to expand keywords based on existing product words?

3. After re-submitting the keywords, the quality score is 6. Is it possible to delete all the keywords in the account with a quality score lower than 6 and re-submit them?

4. How often will the quality score be updated? How long will it take for my optimization to be reflected?

5. What is the reason for the page dwell time being “unknown” in the statistics?

6. What is personalized keyword display?

7. How to search for good ideas?

Q1. The keyword search volume is low and there is no way to expand the keywords. What should I do?

Answer: 1. The keywords being promoted are relatively niche and have no search volume: Use the keyword planner or Aichi's keyword promotion tool to find out the keywords with a high daily average search volume for promotion. If the industry is relatively unpopular, it is recommended to find some crowd words to increase the chances of exposure.

2. The bid is too low: raise the price. The average bid in some industries is relatively high. Without a high bid, you won’t get good impressions.

3. Low quality: The quality level will have an impact. The higher the score, the greater the probability of display.

Q2. How to expand keywords based on existing product words?

1. Expand by category

Keywords in six categories, including brand words, product words, general words, crowd words, competitor words, and activity words, can be expanded with aliases, abbreviations, colloquialisms, alternative characters, abbreviations, functions, and attributes of related words;

Example:

Aliases: LV-donkey brand, HTC-ham sausage, BMW-don't touch me, Armani lipstick-little fat Ding

Abbreviation: Apple-iphone, Mercedes-Benz-BMW, ​​Jeep-JEEP

Common saying: pimples, pimples, pimples, acne

Other characters: Taobao, Taobao, Taobao

Abbreviations: YSL, iPhone-IP

Function: Gardening scissors - Kitchen scissors

Attributes: Gold-stamped business cards, red furniture, Chinese-style furniture

2. Question and answer type expansion

Expand with prefixes and suffixes such as which (home, where, have, can, good), how (what, how, how)

Example:

Which SEM training is best?

Where can I learn information flow training?

How about Aichi SEM training?

What are the top-ranked SEM training institutions?

3. Search term expansion

According to the search term report provided by the search promotion background, find out the keywords that have not been added and are highly related to the main business and products

4. Search for words in the drop-down box, related search words at the bottom, Baidu Index, Baidu Business Compass

Expand based on the hot words in the search drop-down box, related search words at the bottom, the demand map in Baidu Index (index.baidu.com), related hot words, Baidu Business Compass related words, etc. These words have a certain degree of popularity and are a good way to expand words;

5. Platform keyword tool + Aichituo keyword tool

Platform keyword tool expansion method:

Enter a specific keyword, and the system will automatically recommend related words and provide information such as the average weekly search volume, fierce competition, display reasons, and recommended bids for these keywords;

Get the recommended word package based on the seed word expansion;

Or use the IQitoci tool, reply to the backend of the official account "tool" to download

6. SEO tools to expand keywords

Use SEO tools such as Aizhan.com, 5118, etc. to explore keywords related to your products.

Q3. After re-submitting the keywords, the quality score is all 6. Is it possible to delete all the keywords in the account with a quality score lower than 6 and re-submit them?

Answer: The quality of the keywords just submitted is 6 because this is a temporary quality score given by the account. After the account has been promoted for a period of time, the quality will be re-evaluated based on the account's performance.

If the keyword quality is lower than 6, do not rush to delete it. First look at the clicks and conversions of these words. If there are many clicks or conversions, it is not suitable to delete and re-enter, which may easily cause account fluctuations.

It is recommended to adopt the new addition method, and do not add it to the original unit. It is best to create a new unit, and it is best to optimize the creativity and landing page in a targeted manner. If the original creativity and landing page are used, the performance is actually the same, and the quality may still be relatively low. After adding optimization, look at the quality and conversion. If the situation improves, you can gradually reduce the price of old words. After the data stabilizes on the new words, you can pause or delete the old words.

Q4. How often will the quality be updated? How long will it take for my optimization to show up?

Answer: Keyword quality is generally updated on a daily basis. The quality score reflects the advertising performance in the past 1-2 weeks. Therefore, after the operation is optimized, the optimization results will be reflected in the improvement of quality score after a few days.

Q5. What’s the matter with the “unknown” page dwell time counted in Baidu Statistics?

Answer: When the user quickly closes the browser, does not operate the page for a long time, or there is a network problem, the system cannot obtain the page closing information, making it impossible to calculate the last page access duration. To put it simply, the webpage is closed without loading the js code. This usually happens because user demand is not high, or there is a delay in clicking, or the web page loads too slowly, or there is a malicious click.

Q6. What is personalized keyword display?

The system will personalize the displayed ads based on the user's historical search behavior

① The ranking results of each person’s search will be different

② The ads displayed by each person’s search are different

③ Some ads may not be displayed in front of certain people

Q7. How to come up with good ideas in search?

① Conception: search needs + product selling points

② Writing: meet the four elements - smooth sentences, keywords appearing in the spotlight, relevant to keywords, concise and attractive

③ Material testing: find the most effective creative ideas based on exposure and click-through rate;

④ Style prominence: components, advanced creativity, flash, choose high-click styles after testing

Author: Aiqi SEM

Source: Aichi SEM