7 directions for optimizing medical bidding plans!

The SEM bidding promotion team concluded that a good SEM plan should include the following seven aspects ( Dongguan Network Promotion Feng Chao):

1. Industry direction: the development status of the industry, the characteristics of the industry, the development of the industry, etc.
The development trend of marketing is from PC to mobile, and from alliance/DSP to native advertising such as information flow.
The main marketing methods before include: search marketing, information flow advertising, DSP advertising, etc.
No matter: what marketing method is currently chosen. For example, mobile search marketing

2. Target audience attributes, including age, gender, occupation, online habits, which websites they are concentrated on, what words they search by time, device (PC, mobile), what types of words people at different purchase stages search for, etc. 3. Competitive product direction (competitor analysis can also help accounts submit competitive product words more accurately)
What are the core competitors in the industry? What are the similarities and differences between our products and the core competitors (mainly reminding the differences)?
What marketing method should be chosen by the competitive product (you need to search for the keywords of the competitive product in various media to determine)
No matter: We choose the same marketing approach as our competitors. Example: Mobile search marketing 4. Main channels of online marketing before media selection (Example: mobile search + information flow)
Comparison of the advantages and disadvantages of various media (PC + mobile) No matter: Baidu, Sogou, 360, Shenma, or other display ads V. Budget allocation Search marketing PC and mobile budget allocation, it is recommended to allocate 5:5 budget (if the company industry is only in the mobile direction, there is no need to mention the PC budget)
Budget allocation for each media (you can refer to market share allocation budget first)
How much is the daily budget? (You can consult the media contact to find out the average budget of the industry. If you can't find out, you can decide a budget on your own. For example: daily budget 1000/500, test first and then adjust)
Estimate the effect report when media selection and budget allocation are determined. 6. Account construction keywords: According to the above analysis data, determine the core keywords - expand the keywords - determine the word classification elements: divide the classified words into units according to the same type of units, and put them into the same category of plans.
Creativity: The title and description must have wildcards (except for competitor words), and write at least two creative style options: Choose an advertising style & product that is relevant to your business assessment.

Regardless: the account can be built in a reverse manner, which makes the account structure clearer and more reasonable. High-quality account results are the foundation, and building a good structure will help with data monitoring and subsequent SEM optimization.
7. What marketing method should be chosen before the summary: search marketing)
Audience analysis is the most critical point to determine the direction of your marketing, compete with your competitors for promotion, and give the marketing method of your choice.