SEM how to build a high quality account, find ideas 50

1.Don't panic when you get the task, and analyze it in detail.

When entering a company, we need to set up an account, and before setting up an account, we need to carefully understand the following information:

1) Carefully understand the company's products and business, and understand what competitors are;

2) Conduct detailed analysis of the product, such as product selling points, product disadvantages, product audience, audience attributes, purchase psychology, etc.;

3) Understand the company's promotion needs, such as expected goals and other needs such as other regions and time periods;

With this information in mind, we can start thinking about setting up an account.

In search promotion, netizens trigger the company's keyword display creativity through search keywords, so for search promotion, keywords are an effective way to find customers. So how to choose keywords? Here's a breakdown:

2) The main tool used to expand keywords is the keyword planner, but if you want to use the keyword planner to expand the keywords, you need to enter the search keywords in the search box to expand the relevant words, so if you don't know what search keywords should be used to search, you can use the search drop-down box, related search, index and other methods to assist in finding search keywords to help expand the number of keywords that meet the demand;

3) Screening useless keywordsWhen expanding keywords, we will inevitably expand some useless keywords, so we need to use keyword grouping tools to filter out useless keywords. How to judge that keywords are useless, you can analyze the purchase intent of keywords, and if the keywords clearly have no purchase intent, they can be determined to be useless keywords and filter out.

3.If the account structure is done well, the statistical management is convenient;

As you know, account institutions are divided into plans, units, keywords, and ideas. Then the structure of the idea account is the division of the idea plan and the unit. So how do you plan and divide the units? There are two ways of thinking:

Thinking mode 2: first divide the keywords into different plans, and then divide the keywords in the plan into units according to the same structure and similar meaning; You can set up an account in either way, choose one or the other.

4.Batch upload and write ideas, high-quality ideas are exquisite;

Upload the account structure divided by the tool to the promotion client in batches, and write ideas for different units. There are more than 2 ideas in each unit. In fact, the number of ideas in each unit should not be too much, according to empirical tests, the number of ideas in the unit is kept at about 9, which has a good performance for the overall quality and effect of the account.

5.Account settings are indispensable, and the effect impact is not small;

In account placement, account settings are also very important, and due to the actual situation of the company, there are often restrictions, which requires us to fully understand the needs of the company and the business situation, so as to avoid mistakes in account settings. Generally, the unavoidable settings are basic settings such as budget, region, and time period, of course, you should also remember to set URLs for each keyword, so as to facilitate the later statistics of keyword effects.

The main purposes of setting up an account:1It is convenient for daily management and operation. 2.Facilitate data analysis. Ultimately make money more effectively spent!

At the beginning of account building, it is basically planned around the product dimension, which can be carried out by product service-part of speech, such as hyperthyroidism-**.

If you have some experience, you can add plans in the time period dimension and region dimension, and after accumulating data for a period of time, you can create a new core word plan according to the purchase intent dimension according to the actual conversion situation to focus on and improve the effect.

I believe that the daily account optimization is also a headache for bidders, I don't know where to optimize, how to adjust to make the account have a better effect, then I will analyze a few account optimization ideas for you, to see if I can help you find some ideas.

Determination of marketing objectives and strategies.

Before we do a project, the marketing purpose and strategy must be determined first. It is affected by industry differences, market clearance positioning, peer competition, product life cycle, crowd characteristics and other factors. The purpose and strategy of marketing are very different, but the purpose and strategy of marketing have a very large impact on the follow-up

Promote positioning, enhance brand image, products**, analyze audiences, etc. Of course, it is necessary to develop a promotion strategy, so that the company can get more traffic, registration, etc., or bring more orders, etc.

Of course, we still need to think about one point when doing promotion, that is, channel matching, when there is no problem in other aspects of our account, we must think about whether the channel we are using now is suitable for our products, and the characteristics and audiences of each channel are different. For example, it is now more than just an information channel, and the most popular one is Xiao**, Douyin and Watermelon** are the most exemplary.

Real Account Optimization.

After doing this, the following is the optimization of the operation of the account, what aspects should we start from?

1.View reports, analyze data.

For bidding promotion, the statistics, analysis, and processing of data are very important, and only by finding the source of the problem can the problem be solved.

We often have an idea that the more keywords in the account, the better, in fact, this is not the case, the more keywords in the account is not the better, a high-quality account, first of all, in the size of the account to be not big or small, there are main and secondary, so we can not only add keywords in daily optimization, but remember, delete some invalid keywords.

3.Optimize your ideas on a regular basis.

In fact, there are many types of reports in the bidding background, among which there are creative reports, according to which we can evaluate the effect of our existing ideas and optimize them.

The adjustment of bidding ranking keyword bids is based on the statistics and analysis of keyword performance, we need to focus on keywords with better performance and higher cost performance, reduce the bidding of debater keywords with poor performance, and even suspend or delete them.

First of all, you need to understand the project, and this step is also to play an important role in the guidance of keyword selection, creative writing, and account setting in the future. A comprehensive understanding of the project can be divided into the following four aspects, namely business situation, audience analysis, industry competition, and promotion needs.

Audience analysis: It can be considered from the aspects of group attributes, including gender distribution, age distribution, occupation distribution, etc., as well as the purchase motivation and brand preference of the audience's psychological aspects.

Industry competitors: Who is the direct opponent, and understand the advertising situation of the opponent. Let's take a look at the current industry dynamics.

Units are divided according to the same part of speech and similar meanings.

Summary: After understanding this step in detail, you can set up an SEM bidding account.

Auction item analysis

The soldiers and horses did not move, and the grain and grass went first. Before going into battle, you must make enough preparations. Zhao Yang bidding training to tell you that for example, before setting up an account, you must first do a good job of bidding promotion project analysis, and then make a plan according to the content of the analysis.

Population analysis

You need to understand who your target users are and what kind of characteristics they have. Crowd analysis generally starts with the nine elements of crowd portrait: gender, age, hobbies, education, occupation, income, region, Internet access equipment, and Internet time.

Requirements analysisProduct analysis

Know yourself and know your opponent, and you will not be defeated in a hundred battles. If you know enough about your product, you can better sell it. Know your competitor's products well enough to find the right way to fight back.

Therefore, before formulating a promotion strategy, you must do a good job of analyzing your own products and competing products. Then correspond the selling point of your own product to the needs of visitors to find your best conversion point.

Budget analysis

If bidding promotion is a war, then your budget directly determines what kind of ** and what kind of tactics you use to fight this battle. What level of your budget is in the industry as a whole, and how much you want to accomplish your goals, all determine the development of your account strategy.

Auction account strategy

After doing the surveying and mapping and understanding the situation, it is time to start drawing the planning map, formulating the account strategy, and planning the account structure. At this stage, we need to determine the needs of visitors, determine the promotion period, determine the bidding promotion area, determine the main promotion equipment, and allocate the proportion, and the process of allocation is actually the allocation of budget.

Determine the proportion of demand

What do visitors care more about? What is the most commonly searched for? Which type of demand is a little more. Is it **? Or is it symptomatic? Open the search terms report to see what the search volume and conversion words are, and what percentage they have.

Here is a reminder, we have to compare these requirements with our own pages, see if there is any content that carries these needs in our pages, if we think which part of the needs are easier to convert, we should increase the proportion as appropriate, and if which part of the requirements are more difficult to transform, we should reduce the proportion.

Determine the proportion of the time period

If you have enough budget and money to be capricious, you can invest it all day. But even then, you have search periods and conversion periods, right? If you're on a budget, let alone focus on good conversion times or avoid competitive** periods.

Determine the proportion of equipment

This is determined according to the characteristics of the target group. But now mobile is the way to go, and some people are even putting all their budget into mobile.

Determine the regional ratio

If you are promoting in a single region, please ignore it automatically. If it is promoted in multiple regions, the proportion will be allocated according to the key areas and non-key areas and the ease of transformation.

A good bidding account structure will double your performance.

Each SEM account is optimized and managed by a new little bit, and finally becomes a better SEM account, and the new SEM account is easier to operate and optimize, so how to optimize the new SEM account?

Of course, there are many ways to select this keyword, such as using keyword mining tools, search engine drop-down boxes, etc., to understand the competition and search volume of each keyword in detail, so as to better select keywords.

2. Creativity and landing pages.

Choosing keywords is the first step of the SEM account, then the next step is to start the creative and landing page, the setting of the creative and landing page is related to the user's clicks and conversion rate, so here to focus on optimization.

3. Data analysis.

Although SEM's new account has just been launched, it is also necessary to do a good job in data analysis, such as the ** of each keyword, the number of inquiries and impressions, the data of competitors, the market situation, etc., data analysis can help us better optimize the account.

Fourth, optimize the single.

If you want to optimize some parts in the promotion process, then it is recommended to optimize a single place, optimize one place first, and then look at the observation data and analyze the data. After the effect is determined, the next place will be optimized. Although it takes a long time to do this, these optimization actions are single, easy to operate, and if the effect is not ideal, the problem can be found and modified in time.

Note: Make a record when you do optimization and modification, so that it will be more convenient in the future work, and you can also summarize some experience.

SEM new account is a new beginning, which is easy to operate and optimize, so it is necessary to do a good job of SEM new account optimization in time, and subsequent account management will be more convenient.

Account optimization: There is a rule that each account must contain more than 2 plans, each plan has 3-5 units, and each unit has more than 5-15 keywords to be considered a better account.

Keyword selection: To avoid some words with high consumption cost most of their money, to distribute to other words, so that the keywords of the entire account can be promoted normally, and there will not be some words with low quality.

Optimization of creativity: Creativity is one of the important factors affecting quality, so everyone must continue to optimize creativity in order to make their keywords have a high quality, so that competition can have an advantage.

Don't make drastic changes every time you change your account, for example by changing all the matchmaking patterns. Or add a lot of keywords at once, which will lead to a decrease in the quality of keywords in the entire account.

1. Classify your own products; (e.g. Category A, B, C) can be defined as the name of the plan;

It opens by:

Step 2: Click on Tool Center.