How SEM Bidders Plan Their Careers

You need to understand the big bidding platforms and Sogou. Shenma, etc.), proficient in various bidding platforms.

As a result, he went from an auction specialist to a bid supervisor, then to a bid director, and finally to a partner in the company.

I have seen a lot of SEM practitioners, some of them have been doing it for 1, 2, or even 3 or 4 years, but their thinking is still limited to the account itself, doing repetitive things every day, adjusting prices, looking at rankings, analyzing data, optimizing keywords, ......

It's not that there's anything wrong with doing these things, it's all right, and it's all something that should be done every day. But if you only know how to stare at the account, indulge in your own data analysis ability, account building ability, and creative writing ability, and don't think about what the purpose of doing these things is, then you can only be regarded as an SEM expert at best.

Because SEM is just a channel, just a tool, our purpose is to use this channel to attract users and facilitate transactions; Our goal is to use this tool to bring conversions and profits to the business.

So don't just indulge in the account all day long, data analysis and creative writing are just methods, just auxiliaries, not goals, marketing things is the ultimate goal.

We're marketers, not just SEM specialists, and when you're not working at SEM, remember to look up at the sky outside. SEM is not the only one, in addition to SEM there are many other marketing channels, such as information flow, Moments advertising, Guangdiantong, fan communication, ......

We can all take the initiative to understand, try, and then choose the right channel according to the nature of the enterprise.

If you want to develop, you must conform to the trend of the times and keep up with the times, so as not to be abandoned by the times.

Remember, we're marketers, not just SEM specialists.

SEM bidding engineer is mainly doing search engine marketing. By managing bidding accounts, optimizing keywords, effectively improving corporate visibility and sales, and obtaining better sales or promotion channels through the results returned by search engines. The specific work content is as follows:

1. Statistics on the previous day's account performance report.

This is a report that must be done relative to the friends who manage the entire account, including impressions, average clicks**, clicks, click-through rate, the number of inquiries for the entire account, and the cost of consultation.

The purpose of making this report is to compare and analyze the report of the previous day (any day before), find out the existing problems, see if there is a significant increase or decrease in all aspects of clicks, and give yourself a clearer overall promotion effect of the account.

Pay attention to the time when the account (project plan) goes offline, and the budget of the account should be controlled every day to prevent unnecessary losses caused by going offline in advance.

Second, the day before the statistics of the promotion plan report responsible for different projects can be counted according to their own management plan.

The campaign report includes the following data: impressions per plan, average clicks**, clicks, consultations, click-through rate, and consultation cost. First of all, the plan report can clearly see the promotion effect of the promotion plan, how much dialogue volume is in each plan, how much money is planned to be consumed, whether the consulting cost is within their control, and each ** table is compared and analyzed, consumption, and clicks are displayed at a glance.

Second, you can have a reference analysis for the new temporary promotion activities. Thirdly, each plan is closely related to the whole account, and the change of each plan leads to an increase or decrease in the number of impressions and clicks on the whole account, and then deduces the promotion effect of the overall account, so as to provide considerable data for the account statistical report.

Count the number of impressions (related to matching), the number of clicks, the number of inquiries brought, and the average daily conversation cost of the word.

Fifth, pay attention to the protection of brand words.

7. Excavate and expand new words.

According to the actual situation, the specific problems of different industries are analyzed, depending on the size of the data, the medical industry can be expanded once every 1-2 weeks, and other less competitive can be done once every half a month or once a month.

8. Pay attention to the consumption of the account in different time periods.

9. Pay attention to the data of business communication in different time periods.

By paying attention to Business Pass, you can grasp the promotion effect, prevent malicious clicks, and pay attention to the traffic trend with a purpose.

A period of promotion can best show the promotion effect, the weekly report is very necessary to do, after doing it to analyze carefully, for a week or a month to promote a summary, find out the shortcomings, to correct; Find out the best strategy and keep it up.

In SEM data analysis, we mainly look at what indicators. The role of SEM data analysis is to find problems.

How to choose the metrics you need to focus on:

According to the different goals of promoting users, it is mainly divided into the following three types, namely brand promotion, traffic increase, and sales promotion.

Brand promotion: The main purpose is to enhance brand awareness, so the main SEM data to look at is, display, CPC, new visitors, CPM, etc.

Traffic increase: The main purpose is to increase traffic to **, especially high-quality access traffic. The main data to look at are clicks, CTR, CPC, conversions, CPA, UV, PV, visit duration, bounce rate, etc.

Sales promotion: The main purpose is to bring sales performance and sales opportunities for the first time. The main data to look at are CTR, CPC, conversions, CPA, CVR, ROI, bounce rate, arrival rate, visit duration, etc.

Summary: The most important front-end SEM data indicators are CTR and CPC, which are mainly used to analyze the account's creative performance and drainage cost in the front-end, CVR and conversion cost, to measure the account conversion, if the company is more concerned about profitability, it also needs to focus on ROI. Now you can understand what the main data for SEM optimization is analyzed.

What is SEM Specialist Salary in 2018?

First of all, let's take a look at the current SEM salary range (nationwide) found by Houchang College for 7 years of bidding training for you

The average salary of SEM is generally higher than the average salary of the local area, and the salary increases every year. The more fierce the competition of enterprises, the greater the investment in the market, the more scarce the network marketing talents, and the salary will maintain a rapid upward trend in the future.

SEM promotion is a very new profession, and it has not been more than 10 years since it really started to be taken seriously nationally and even internationally. If you start learning now, you have a good chance of becoming the next high-paying celebrity!

From the perspective of development, we can simply summarize it into two types, one is horizontal development and the other is vertical development.

Vertical development is from bidding to bidding supervisor - project supervisor - network supervisor - network director.

Horizontal development means that after you do a good job of bidding, you can learn copywriting planning, construction, network consulting, planning, marketing, operation and so on. This will help you find what interests you.

SEM promotion is a more "lucrative" job in 2018, and the salary increase is relatively large.

Bidders have different salary ranges according to their experience and ability, as well as different cities

The monthly salary of bidding in first-tier cities is around 4k-12k.

The monthly salary of bidding in other cities such as the second and third tiers is about 3k-8k ps: people with strong ability can have a high salary guarantee, it is recommended to learn from high-ability people, pay attention to the accumulation of practical experience, so that they can better improve their own ability, and their ability will go up, and they can have food to eat!

Different industries, different skill needs, different regions, the salary gap is very large, take Chengdu as an example:

Generally, the salary of SEM positions in network companies is low in the entire market, with basic bidders, 2500+ who do not require any skills, and high bidders can reach about 5000.

For SEM positions in general medical related industries, the basic requirements require at least 2 years of relevant work experience, and the salary starts from 4500.

In the decoration industry, the basic salary of SEM positions starts at 4,000, and some companies with higher requirements can give 15,000 yuan per month.

In many service industries, SEM positions are generally based on a salary structure of basic salary + commission, and the overall salary can reach 5000+

It depends on the number of tier-1 cities, about 10k in first-tier cities, about 7k in second-tier cities, and about 4k in third-tier cities.

Bidders will be treated differently in every city and industry. I'll take Chongqing as an example.

The salary of medical bidders under one year is about 3,000, and the gap in other industries is not large.

One to two years of bidding to guess the salary of the royal staff! The medical industry is basically 3000-6000, of course, the salary composition is the basic salary plus performance commission, and other industries also remain around 3000-6000.

The salary of bidders from three years to five years or even longer can basically reach more than 8,000, and most of them are department directors or managers, and the salary is relatively high. The position of bidding is more experienced, and the ability to control the account is more in place if the experience is sufficient. If you want to become a qualified bidder, you must start as a newcomer.

What do SEM bidders need to master?

A good SEM bidder should have the qualities of data analysis, marketing thinking, etc., as follows:

1. Cognition of the industry. Only by having a deep understanding of the industry in which you are located can you have an accurate grasp of the psychology of users.

2. Sensitivity of data. As an SEM bidder, you must have strong data analysis skills and be proficient in GA.

3. Page optimization ability. A good bidder should be able to analyze the problems on the page and help increase conversions.

1. Check**.

2. Make a marketing flow chart.

4. Find out the problem point.

5. Adjust your account.

Now there are fewer bidding promotion hand price adjustments, and basically softwareArmy ant bidding assistant