SEM account optimization strategies at all levels!

How should each level of the account be optimized?

Why is the keyword phrase match trigger mode set to exact match?

What is website reach? How to improve the reach?

When Baidu front-end ads are displayed, irrelevant and unsubmitted creative images are always displayed. Why?

How to check keyword rankings easily and quickly?

Q1. How to optimize each level of the account? Here is an idea for you:

1. Account level optimization

① Daily account overall cost and production monitoring

② If the account cost has been rising for more than 2 consecutive days, detailed data analysis is required to make optimization adjustments as soon as possible.

③ Compare the cost and production status of the entire market to understand the optimization space of the account

2. Optimize planning levels

Compare several plans with consumption accounting for more than 80%, conduct cost monitoring every day, and conduct production monitoring every week

3. Unit level optimization

For key units whose consumption accounts for 80% of the planned consumption, they can be analyzed as the planning level.

4. Keyword level optimization

①High keyword cost and poor investment yield

Use the four-quadrant method to find out words with high consumption, high cost, insufficient conversion, and no conversion, and optimize and adjust these words

Extend the period and view the dynamic average cost:

If the dynamic average performance is good over a long period, the optimization can be appropriately improved.

If the dynamic average performance is poor over a long period of time, you can lower the bid or suspend the promotion

②High cost and good production

· Check the long-term data. If the dynamic average cost is acceptable, you can continue to observe and use the four-quadrant method to optimize the account.

· Check long-term data, dynamic average cost exceeds the acceptable range, use the four-quadrant method to optimize

③Low cost and good production

Appropriately and gradually expand the flow, add words, expand matching, improve rankings, optimize creativity, etc.

④Long tail keywords

When the overall consumption ratio is high, the price reduction of the production difference can be handled according to the long-term dynamic average data.

5. Search term level optimization

①Poor search term performance

· The cost is high due to a high-consumption search term:

There is a certain type of search terms with high consumption and low conversion, resulting in high costs:

·Search word consumption echelon division (four-quadrant method), can temporarily identify the non-conversion quadrant (can be taken out separately for monitoring)

If the overall search term performance is not good or the search term level is temporarily inoperable, you can return to adjust the keywords

From the perspective of negative words, find out the units, plans, etc. where the keywords with more problems are located

②Search terms perform well

Regularly review top performing search terms:

Existing words can increase traffic, such as expanding matching, improving rankings, optimizing click-through rates, etc.

If the account does not have such search terms, you can add relevant keywords and promote them

Q2. Why is the keyword setting phrase match, but the trigger mode is exact match?

Matching mode: the matching method set in the background

Trigger mode: The actual trigger matching mode

Phrase matching words, such as [SEM training], can also trigger advertising when the search keyword is exactly [SEM training]. At this time, the triggered search term is an exact match that is exactly the same as the keyword. The short match trigger mode can be: phrase match, exact match. Smart matching can also be phrase matching or exact matching.

Q3. What is website reach? How to improve the reach?

The reach rate refers to the ratio of users who fully enter the landing page by clicking on the ad, that is, the number of visits/number of clicks .

The reasons why users fail to successfully reach the landing page include:

1. The website page loads slowly, and the user closes and leaves the page before it is fully loaded.

The main reasons for slow loading are:

The advertiser's website server is poor;

The website images are too large;

The website code is not optimized enough;

The network environment is poor;

The device and browser used may affect your browsing experience.

2. The content of the landing page does not match the content displayed in the advertising creative, causing users to close the page quickly.

3. When users are browsing normally, they may make accidental clicks or operations. After realizing that I was late, I closed the page and left without waiting for it to load.

Q4. When Baidu displays ads on the front-end, it always shows irrelevant and unsubmitted creative images. Why?

Check the following options:

Basic creativity - Basic creative picture management - Intelligent picture matching

Advanced Creativity - Image - Smart Mining

Shared Library - Image Library - System Images

Plan-Customize Column-Creative Settings-Smart Creativity

Q5. How to check keyword rankings easily and quickly?

Keyword report to view average ranking

·Promotion live can view real-time ranking information

Search the platform to view the promotion status of the platform

Author: Aichisem

Source: Aichisem

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