SEM Training Manual: A must-have for beginners to transform into channel experts

1. Getting Started

When I first entered the industry, I began to come into contact with payment channels and gradually became familiar with various account operations.

The understanding of the same structure and similar meaning continues to deepen;

Have some experience with various targeting methods such as keywords, interests, ID number packages, remarketing, media, etc.;

Pay attention to some basic data, such as display, click, consumption, consultation, visit, transaction, click-through rate, average click price, etc.

2. Getting started

I had a rough understanding of what SEM is, which is about using money to buy traffic and achieve conversions. I started to have some clues about the work, but at the same time, it was inevitable to fall into the first pitfall of SEM: quality.

Every day I think about how to optimize quality, how to lower the average click price, and how to use the same amount of money to bring more traffic to the company. I believe that this will greatly improve the results, and I have no doubt about it.

3. Rookie Adventure

Finally I got out of the first pit. I don’t care about the quality anymore. I just do whatever I want. Anyway, you are just teasing me. The more important the word, the lower the score, and the more useless the word, the higher the score.

Haha, but I immediately fell into the second pit, a very deep pit: data analysis.

I don’t know where I heard about data tracking, URL tagging, web page/event conversion goals, SDK embedding, etc., and I feel like I’m a big shot.

You are finally able to figure out the whole story. You talk about data all the time. You are full of energy in company meetings and you fight back against all those who challenge you. You speak everything with numbers and put numbers on an unquestionable altar. At this time, you are so silly and cute.

4. An old bird's epiphany

I woke up from my obsession with data and became a qualified SEMer, and understood a very simple thing. I am engaged in online marketing, not just data analysis. Data is just one of the auxiliary tools in the marketing process, and I cannot always stay in data analysis.

At the same time, I also understand that the relationships between things are intricate, both direct and indirect. Was the data analysis done before too absolute? Has the attribution model been considered?

No matter what, whether it was a natural outcome or just luck, I finally climbed out of this very deep pit.

5. Masters

From online promotion to online marketing. Start thinking more about what can be done to contribute more to the final overall result. Don’t care too much about the gains and losses of a city or a pond, but focus more on the battleground: advertising creativity and pages.

Advertising copy, material matching, special topic planning, copywriting and prototyping, design and front-end communication, these things start to fill you up, very full and very slowly.

When you successfully create one topic page after another, and begin to unify the style of the pages, and form a topic website composed of topic pages, you can finally take a breath, because the work is finally done.

All you need to do later is to continuously perform A/B testing on the page or perform local heat map analysis. At this point, you are already a top SEM expert.

6. Promotion Management

You, who have never persuaded or dismissed any subordinates before, tossed and turned, procrastinated again and again, and finally made a painful decision - brother, I'm sorry, you have to go.

Being a manager is not that easy. After going through this incident, my state of mind has been elevated. I understand that managers are responsible not only to the company but also to the employees.

When conflicts arise, you still have to stand on the company's side and cut the Gordian knot. Unsuitable employees should be persuaded to leave in a timely manner. This is good for them, you, and the company.

7. A gorgeous turn

It's basically a farewell to SEM, a very important stepping stone in your career development, and it has completed its mission.

The content of your job has also undergone a radical change, including department structure, job allocation, recruitment, training, assessment, retention, and daily trivial people and matters.

It’s lonely at the top. From the heart-wrenching work, I gradually realized that finding the right person is more important than anything else!