Bidding keyword selection skills, a comprehensive summary of 14 questions!

This article will talk about keyword selection skills and a series of situation handling. It includes a summary of issues such as keyword classification, competitive keyword placement strategy, and processing of low-search terms/repeated terms/low-quality terms. The content is comprehensive and rich, and it is recommended to forward and collect. Let’s take a look at it together:

1. (Keyword classification) How to classify account keywords? What are the characteristics of different types of words?

Answer: There are 6 common keywords in SEM: brand words, product words, general words, industry words, activity words and crowd words.

Brand word

Company brand or unique products, such as company name and pinyin, website domain name, company hotline, company name plus product name, etc. It is used to push information to own users or potential users who have brand preferences, while preventing competitors from snatching target customers by purchasing their own brand words.

When customers search for brand words, their intentions are precise and clear, and they come specifically for the brand, so the conversion rate is very high. The bid for brand words is not high, so the ROI is naturally higher. However, brand words have a fatal weakness - too little traffic. Unless you are a well-known large enterprise like JD.com or Tmall, the traffic of brand words is usually not much.

Product Word

Product-related words with modifications and qualifications that do not include brand names, including product names, models, etc., such as "camera phone", "electric car", etc. Internet users who search for these words already have relatively clear product needs and are potential users worth attracting. For e-commerce business owners, all brand company products sold on their website, such as "VIVO mobile phone", will also be classified as product categories.

Product words are one of the main forces in promoting an account, because they are relatively balanced in all aspects, with large traffic, high click-through rate, moderate conversion rate and high click price. When a new company does not have any brand or activities for the time being, the focus of investment is on product words. At this time, it is very important to expand the wording around the product, which has the opportunity to save promotion costs. Be as comprehensive as possible and group them in detail.

Common words

Search terms that do not include brands and are widely used by netizens, such as "mobile phones, fruits, electrical appliances", etc. These keywords indicate that netizens have some vague desires and interests, and some of them are potential target audiences that can be won over.

But to be honest, the conversion rate is really not high. After all, this type of search term is already very general. Ai Qijun observed that most common terms are covered by Taobao, JD.com, and Tmall...

Crowd Words

It has little direct relevance to the product, but it is the mainstream interest point shown by the target audience. For example, netizens who search for "chocolate" are very likely to be the potential target audience of "flowers", and netizens who search for "acne removal" are also very likely to be the potential target audience of a certain skin care product.

Crowd is a keyword for expanding traffic. If the current promotion demand of the account is to increase the display volume, then the crowd word is a very good choice.

Activity Word

Category and name of holiday or website promotion. These words are usually used to gain exposure for marketing activities such as festivals and anniversaries. In fact, event words need to be promoted through marketing activities to let netizens know about the event, and then they will search for the event words. Similar to brand words, when a netizen searches for event words, it means that he is willing to participate in the event, so the conversion rate will also be high. Similarly, the traffic of event keywords is limited by the frequency of the company's activities and the degree of hype, so the traffic will be relatively low. It can only add icing on the cake, but not provide timely help.

Industry Words

Some other company names and product names in the same industry are also called competing words. However, competitor words should be used with caution, as complaints will result in a deduction of account reputation growth points. For more information about the credit growth value, please click here to read the original text.

In fact, the effect of competitive words varies from industry to industry. If the general brand loyalty in some industries is not very high, then the possibility of conversion through competitive words is greatly increased, such as medical care, education and training, etc. Even if some industries intercept traffic, netizens will quickly exit when they see that they have entered the wrong door, and also curse the industry for being shameless and copycat. So this is a Schrodinger's cat. If you don't try to place it, you won't know what the final effect of this word will be. It is recommended to try it in the initial stage of launch and optimize it for a period of time. If the conversion results are not ideal, you can cancel it.

2. (Intent classification) How to classify keywords according to the user’s search intent?

Answer: Keywords are divided into the following three categories according to search behavior:

1) Understand (take a look): When users search for these words, they are usually just trying to understand the product first and have no intention of buying it yet. Therefore, these keywords are usually broad and often have high prices. For this type of keywords, you must ensure that the promotional ideas are highly relevant to netizens' search terms so that users can see the content they want to see.

Note that the ranking of this type of keywords is not particularly important. What is important is to ensure that users see the ads, attract users to the website, display more product/service related information in front of users, and increase user visit time so that they can gain a deeper understanding. .

2) Selection (comparison): The user has made clear the purchase intention but is in the comparison stage. The specific purchase time has yet to be determined. At this time, it is necessary to ensure that the keywords are highly relevant to the landing page. Note: Users want to compare products or prices, and your webpage not only provides comparison information, but also the comparison results are better than those of your competitors (others have better than mine), then it is possible to encourage users to buy on your website.

3) Purchase (Confirmation): The user has confirmed the product or service they want to purchase. At this point, the ad should guide the user from the search keyword to the specific product page. This type of keyword has a high conversion rate and good effect. Note: To ensure the ranking of these keywords, high rankings will lead to better conversions.

3. (Regional words) Do accounts that advertise in multiple provinces and cities need to set up segmented regional keywords?

A: Yes. Regional words can reflect that customers do have consumption intentions. However, there is a greater demand for localized regional terms. If you can ensure that you can outcompete localized companies, then you may add them.

It is recommended to add some time to see how the consultation conversion is. If there are many consultations but no transactions, it may be because there is no localization advantage. In this case, you can consider lowering the bid or giving up the placement, based on the data conversion.

4. (Price words) Customer service told me that there is a lot of traffic coming in, but most of them are asking about prices. They asked me to suspend words like "how much is XX" and "what is the price of XX". I disagree. Do you have any good suggestions for this situation?

A: It is not recommended to pause. After removing these words, there may be no more people asking about prices. The customer service is unable to handle these inquiries and so they blame the bidding. This is enough. Just ask him whether the people who search for these words are high-intent potential customers? If you don’t like these words, what words do you like?

The above is just what I said in anger. This issue has actually gone beyond the scope of bidding and is actually a dispute over interests. However, such a suggestion from customer service is really unprofessional. The job of customer service is to guide the customers who come to the site to make orders, and the customers who come to inquire about the price must be customers who have this demand and are interested in buying. Mature and professional customer service staff know that this is an opportunity for conversion.

Therefore, my suggestion is to strengthen the training of your customer service, especially in terms of price-related sales talk, and focus on developing team cohesion.

5. (Brand words) Why do we need to use brand words when the snapshot ranking is already very high?

Answer: 1) When your peers use your brand words for promotion (paid promotion or SEO ranking), when users search for your brand words, it will trigger the display of your peers' information. At this time, it is very necessary to use brand words.

2) Some small and medium-sized enterprises often publish business supply and demand information on free website platforms (such as Alibaba, 58.com and other B2B platforms). Generally, the website weight of these third-party platforms is very high, which can easily cause the snapshot ranking of the company's official website to be lower than the snapshot ranking of the supply and demand information. When netizens search for a company's brand name, supply and demand information is displayed first rather than on the official website. This is a very bad access experience for users and is not conducive to the company's brand promotion. Therefore, companies need to quickly complete the SEO of their official website or adopt SEM paid promotion methods to keep the brand word ranking in the first place.

3) Snapshot rankings have long optimization cycles and are not necessarily valuable words that have the opportunity to be displayed (for example, "Aiqi", which has a high search volume and can be expanded to valuable words such as "How is Aiqi", "Is Aiqi's course good", "Does Aiqi have SEM training"). At this time, promoting related words in SEM can well attract these high-value, high-intent users.

4) Baidu snapshots have a drawback, that is, the website title and description information in the snapshots are captured by the system and cannot be flexibly modified, and the links they link to are generally the homepage of the official website. SEM promotion can not only use different creative descriptions to cater to users with different psychological needs, but also link to advertising pages that simplify the purchase process to increase conversions. Moreover, with one more free advertising message, companies also have one more opportunity to promote their brands for free, which is conducive to conveying brand concepts to netizens and shaping brand image.

5) After a large amount of advertising, the data results show that among the six major keyword categories, the click-through rate and conversion rate of brand words are higher than those of the other five categories of words, and the click cost and conversion cost are also lower. Using brand words is an effective way to lower the average conversion cost and increase conversion volume.

6. (Competitive keywords) How to better place competitive keywords?

Answer: Competitive words are the brand keywords of competitors, generally brand name, region + brand name, brand name + product are more common. Competitive keywords have different effects on publishers, competitors, and users:

① For publishers: they can intercept accurate traffic and snatch user groups from competitors;

② For competitors: some traffic is intercepted and some customers are lost;

③For users: obtain relevant product and service information and have more opportunities to choose and compare.

In many cases, competitor keywords may be more cost-effective than product keywords. For example, in some investment and franchising industries, when one’s own brand awareness is not as good as that of competitors, the use of competitor keywords can effectively attract users. However, there are side effects to placing competitor words. The price of one’s own brand words may be raised or one’s own brand awareness may be damaged. For example, if Company A uses Company B’s brand words, Company B will also use Company A’s brand words, which will cause confusion in user identification. Generally speaking, the quality of competitive keywords is relatively low (relative to competitors). If you want to get a good display position, you need to pay a higher price than your competitors to make up for the low quality through price.

Data analysis is very important when placing competitive keywords. Apart from brand communication considerations, we generally focus on three quantities: consumption, number of conversions, and conversion cost. Different industries may have different advertising strategies, but generally speaking, as long as the conversion cost of competitive keywords is within the acceptable range for the enterprise, they can be launched, and many search platforms still default to allowing users to use competitive keyword strategies.

How to write creative ideas for competitive product keywords?

① No competing words should appear in the creative description. Submit competitor brand keywords and match them without inserting wildcards to avoid direct disputes.

② The natural red drifting strategy can be adopted to enhance the attractiveness. There are two ways to achieve creative popularity: one is wild card popularity, and the other is natural popularity. Wild card popularity is obviously ineffective for creative writing of competitor words, so we can only adopt the strategy of natural popularity. Natural popularity means increasing the frequency of product name in the title and description.

③ The creativity should reflect the product selling points that are different from those of competitors, because customers may still be comparing different brands at this time. Differentiated creative descriptions can help distinguish your products/services from those of your competitors, thereby influencing or even changing their purchasing decisions.

④ Creatively display competitor words directly, regardless of whether wildcards are added. This method is more direct. Generally, many businesses are competing for the competitor words of a leading brand, or many businesses are competing for each other's brand words.

There are two things you need to understand when placing competitive keywords:

①What is the purpose of placing competitive keywords? Indirect exposure or direct conversion?

②What is the cost of placing competitive keywords? Regardless of the purpose or strategy, the key is whether the cost is within an acceptable range. As long as it is acceptable, it can be launched. If the budget is small and the direct conversion cost of launching competitive words is high, then there is no need to launch competitive words.

7. (Key words) What are the key words?

A: First of all, we must understand the meaning of the key points.

① Keywords with high search volume are used to attract traffic or exposure;

② Regional keywords with fierce competition indicate that they are the keywords with the strongest visitor intention and have the highest conversion rate;

③ Your own brand words are undoubtedly the words with the highest conversion rate;

④ Consultation words, table words, transaction words, etc. One of the main purposes of bidding is to obtain conversion volume;

⑤ Some competitive keywords may also become key keywords. For example, the traffic and conversion of competitive keywords in the franchise industry may be better than that of the brand itself.

⑥ High-consumption words. Since bidding accounts require money, you need to pay attention to whether the words with the highest consumption have produced reasonable conversions.

8. (Repeated words) How to deal with repeated keywords? There are two duplicate keywords in my account. What should I do if I want to keep one?

Answer: Duplicate keywords may not have an impact on the account. If the keyword prices and matching methods are different, it is OK to assign them to different plans. Unless there is a high degree of overlap between the two items, for example, both are 8-10 yuan, the matching method is exact matching. It may be the operator's strategic thinking, such as using high prices to obtain accurate traffic and using low prices to obtain broad traffic.

If you want to keep a keyword, you can set a conversion tracking URL for the repeated keyword, check the conversion effect, and keep the word with good conversion.

9. (Low-quality words) After re-entering the keywords, the quality is 6. Is it possible to delete all the keywords in the account with a quality lower than 6 and re-enter?

Answer: Not entirely. If certain words have more consumption and clicks (or even more conversions), then these words cannot be deleted and mentioned again. Instead, they should be added to see if the quality of the newly added keywords is higher than the original ones. If the quality of the newly added keywords is higher than or equal to 6, and there is conversion data, then the price of the old words can be gradually reduced until they are finally suspended or deleted.

10. (Low search terms) A bunch of keywords with no search volume are added to the account. If these keywords are not displayed or clicked, will it have any impact on the account?

Answer: The impact is not that big, but I suggest you find a way to promote these words. Each keyword is a soldier. The purpose of raising soldiers is to enable them to go out to fight, rather than just letting a small number of "elite troops" who you think go out to fight hard. One more keyword means more chances of winning. Of course you can't keep spies, and keywords that are not related to your business will increase your internal friction.

What should we do to give all keywords a chance to fight? Try to treat keywords of the same type fairly. For example, if a plan or unit contains only brand words, then the bids I give to the brand words must be consistent, and the matching method is also the same; similarly, if they are crowd words, then the matching method of all my crowd words is the same, and the bids are also the same. If within a unit, some words cost more than 10 yuan, and some words cost 1 to 2 yuan, then it is very likely that only the keywords costing more than 10 yuan will be consumed. In addition, if it is a relatively long keyword with little search volume, it is recommended to open a broad search to see if you can get traffic.

11. (Low search terms) The keyword search volume is low and no new terms can be expanded. What should I do?

Answer: One possibility is that the chosen word is a relatively niche word with no search volume; another possibility is that the bid is too low. After determining the cause, let's look at the solution.

If the bid is low, raise it. If the chosen word is too unpopular, then choose some words with high search volume in the industry. Every industry has hot words and big words, and you can choose some appropriately. However, please note that big words may not necessarily have good effects, and may be concentrated words for malicious competition.

It is recommended to find more long-tail words, that is, words other than big words (with prefixes and suffixes). Although the traffic of a single long-tail word is not large, the traffic of a large number of long-tail words can be infinite. Moreover, there is less competition for long-tail words. Generally speaking, the less popular the industry, the less competition there is for long-tail words.

12. (Long-tail words) What are long-tail words?

Answer: There are two definitions: Definition 1, relatively long words (which can be understood as words with more than 5 characters); Definition 2, words with very little single traffic. The first definition is the misuse of the word when used, but it is assumed to be a type. In fact, long-tail words generally refer to a large number of words with less traffic in an account. There is a type of bidding called long-tail word delivery, which is actually to expand a large number of more accurate long-tail words so that your keywords can cover the target users as much as possible, in order to find out which word or words have better conversion.

How to mine long-tail words? Click to view the article → 10 essential long-tail keyword development routines for SEM

13. (Keyword mining tool) What are the channels for mining keywords?

Answer: Baidu Keyword Planner, search term report, Baidu Index, Aiqi online keyword expansion tool (reply "word expansion tool" in the background of the "Aiqi sem" public account to obtain the download address), Baidu Statistics, Webmaster Tools, Baidu search drop-down words, recommended words at the bottom of the search results page, etc.

14. (Keyword transfer) I have taken over a new account and want to adjust some keywords, but I am afraid that it will affect some high-consumption and high-conversion keywords. If you create a new plan for these high-consumption, high-conversion core words, should you copy and paste or cut and paste?

Answer: It is recommended not to cut first, but to create a new plan directly, add new keywords, and after the online review, pause these high-consumption and high-conversion words first, start a new plan to promote and try to optimize, and after the new plan becomes effective and stable, then process the keywords in the old plan.

In addition, when analyzing the effects of newly created keywords, the total conversion volume of the entire account must be considered, because keywords may be subject to traffic snatching. Logically speaking, a stable account may affect the data of the entire account as long as certain modules are moved.

The above is a summary of bidding keyword issues. The content is comprehensive and rich. It is recommended to forward and collect it.

Author: Ai Qi bacteria

Source: Aichi SEM