How can I match keywords in the auction?

There are four points about keyword matching in the auction. The following is from Houchang College to tell you, if you want to learn more knowledge, want to make yourself have higher goals, you can pay attention to Houchang College. Plus, sign up for our course now and you're in for a double surprise!

1. Broad matching.

Broad match instances:

1) Synonyms: duplex real estate, duplex house.

3) Variants (e.g., spaces, word order reversal, typos, etc.): loft real estate, Beijing loft real estate.

2. Phrase matching.

The matching condition is triggered when the search keyword completely contains the promoted keyword, and the part contained is exactly the same as the promoted keyword (the order is unchanged, no interval), which is used to match the precise matching limit.

For example, in the case of phrase matching, the promotion keyword "loft real estate" matches the user's search for "Beijing loft real estate", "Beijing loft house type", "Beijing loft building", but does not match "Beijing duplex building".

3. Exact matching.

For example, when the exact match is made, the promotion keyword "loft real estate" does not match "loft real estate**" or "Beijing loft real estate", and the promotion information will only be triggered when someone searches for "loft real estate", so that the display conditions can be completely controlled.

4. Negative matching.

Used in conjunction with phrase match and broad match, you can add keywords that may be matched but don't match the promotion intent to prevent the promotion from firing. You can choose the negative or non-business words as negative keywords.

For example, if a customer only does English training and does not do Japanese training, you can choose "Japanese" as a negative word. You can also find keywords that are not related to your business in the "Search Term Report" in the statistics report and set them as negative terms.

The first type is divided according to the part of speech.

This is a general classification method, and most industry words can be divided in this way, which is very inclusive.

Very high, it is a very high-quality batch of words in the bidding promotion, and bidders should not miss it!

2.Competitive words: Similar to brand words, they are brand words of peers, competitors, and other institutions, and are commonly used keywords to intercept competitors' traffic, which are prone to disputes and need to be used with special caution.

4.General words: This can be understood literally, with a wide range of words commonly used among netizens, words related to their own products, and words that are used by peers. The bidding for this kind of word is large, and the consumption will be a lot, so it needs to be reasonably optimized.

5.Crowd words: It is the interest point of the target customer, when doing bidding promotion, analyze the crowd portrait of the target customer, their characteristics, interests, hobbies, search word habits, etc., find the place related to the product, and make this batch of words is the crowd word.

For example, "slam dunk skills", "three-point shots."

"Skill" is a group of people who like basketball will search for words, to tell you, these words are the words of the people who sell basketball shoes manufacturers.

The second type is divided according to the length of the group.

In terms of length and shortness, it is simply the core word and the long tail word.

Long-tail words: This word can express in more detail what you want to ask, and add a few descriptive words before and after the core words, such as "how much is the accounting training course in Hangzhou".

The search volume of core words is large, the traffic is large, the accuracy is low, and the competition is also large, and the peers are doing it, which is relatively high; The search volume of long-tail words is small, the traffic is small, the accuracy is high, the competition is smaller, and the cost performance is higher.

It is suitable for companies with low budgets.

The third type is divided according to data indicators.

One of the most important steps in bidding is data analysis.

There are four types of axes:

High consumption low conversion, high consumption high conversion, low consumption low conversion, low consumption high conversion. The statistical analysis and optimization methods of these four words will be discussed in the data analysis next time.

1.Exact match:

2.Phrase match:

Exact inclusion - Ford Focus Retrofit, Beijing Ford Focus Retrofit (exact match + full inclusion of keywords).

Synonyms include - Ford Focus Retrofit, Beijing Ford Focus Retrofit, Ford White Focus Retrofit, Retrofit Ford Focus, Ford Focus Retrofit (Insertion, Inversion, and Synonymous Morphology of the Exact Contains + Keywords).

3.Broad Match:

Exact match:

The phrase is precisely contained.

The phrase is synonymously contained.

The phrase core contains:

Broad Match:

Divided into broad phrases and precise,

Content from user: Jiang Xianfang.