How to perform SEM account data analysis

To do data analysis, you can start from these ideas:

1. The purpose of your data analysis.

2. Collect the data you need around the purpose.

4. Reverse push, the boss wants to issue an order, you start to push back from the order, what are the factors that affect the order? What the boss wants is registration, what are the impacts that affect the number of registrations, level by level, and find out the problem.

5. Data comparison, when the effect is good and when it is bad, is there a problem with the best data? Excluding immutable objective factors, why does this problem arise? Whether the optimization operation is changed wrong, and the negative effect is achieved, etc.

Your account, daily, weekly, and monthly should have data reports, and conduct comparative analysis, year-on-year, month-on-month data, data can speak, whether the effect is good or not, just look at the data.

Below, let's talk about a few items of data that will be used no matter which line:

Clicks - Inquiries - Effective Consultations - Consumption.

From these data, you can get the customer acquisition cost and traffic conversion rate.

Starting from these data, you can see the current problems of the account, which are more clicks and less consultations; There is still more consultation and less effective consultation; Or if the cost is too high, you can go back to the idea you just talked about to analyze.

After the analysis results are obtained, the optimization operation is carried out. After the optimization operation, statistics are collected and analyzed to see if the problem has been improved.

When SEM does data analysis, it is necessary to first compare the data, find problems through comparison, and then find out the problems by collecting data. From the plan, the unit to the keywords, refine the data step by step, and finally implement it into specific operations to solve problems.

1.Analysis of daily consumption data.

This daily consumption report is generally composed of daily consumption report, weekly consumption report, and monthly consumption report. The content included in the table is Impressions, Clicks, Click-through Rate, Clicks**, Number of Conversations, Number of Effective Conversations, Conversation Rate, Number of Files, Cost of Recording, etc.

This table is mainly to intuitively see the daily data changes, any data changes can be seen intuitively, which can well control the changes in the account background data.

The other part of the consumption but did not keep the file or the cost is very high and does not bring orders, this kind of consumption needs to be reduced.

gongzhonghao said: SEM thinking.

The background replies to "welfare".

Get the Dry Goods Pack!

The commonly used analysis mostly uses the four-quadrant method, and there are many analysis methods, all of which have the same purpose. Focus on the following:

Key Indicator Dimensions: The basis of data analysis is based on marketing purposes, which are divided into three main categories according to marketing purposes.

Brand awareness: The main purpose is to increase brand awareness.

Find out the contradiction: Conversion cost = consumption Conversion = CPC * Clicks Conversion = CPC * CVR

High CPC: Lowers bids and optimizes quality.

CVR Low: High-quality traffic (modify the matching method, add negative words, pause...)), Landing Page Optimization, Conversion Process Optimization, **Activity, Number of Conversions = Clicks * CVR = Impressions * CTR * CVR

Show Low: Modify the matching method and expand the word.

CVR Low: High-quality traffic (modify the matching method, add negative words, pause...)), landing page optimization, conversion process optimization, ** activities.

Hope it helps.

In the era of scarce attention, if you want to harvest traffic and stand out from the competition of many peers, it is important to optimize your account, which can not only save time, energy, and cost, but also achieve unexpected results.

Below, we summarize several key points and precautions for optimizing accounts, hoping to help you solve the problems of account optimization in your daily work.

1. The optimization account should be appropriately adjusted according to the account situation, and the account should not be modified and operated too frequently, depending on the situation.

2. When OCPC is used in search promotion, when the traffic is small, appropriately modify the bidding and matching mode of the keyword, which will also have a certain traffic impact, but not all accounts will be effective.

3. If the click-through rate of the account is lower than that of other companies, you must first find out what factors cause the low click-through rate and how to expand the word extensively. If the click-through rate of this word is low, you can find some keywords with a high click-through rate, first look at how the corresponding ideas are written, you can write some reference to other units, and then see if the click-through rate of the core words has reached the standard we set.

5. Search for OCPC, when the CPA suddenly increases, it is necessary to check whether there are a large number of account operations, such as adding words, modifying the plan, adjusting the budget, modifying the landing page, etc.

6. Precautions when setting up OCPC: When setting up OCPC, you should choose a suitable account to build an OCPC delivery package; When entering the second level, try to avoid a wide range of adjustment accounts as much as possible, be sure to align the data, check the time period when the conversion data is better, and choose the day before the delivery time.

The third question: to learn SEM well, you must first know what SEM is and then you can further conquer it, it is recommended that you buy the book "Search Engine Marketing", which will give you a detailed introduction to how to do it.

I don't know what kind of account you have, if it's an investment, I may help you to a limited extent.

How do businesses or bidders judge the optimization effect of their accounts based on their spending? Is the amount of money spent on the account the only criterion for clicks? Does more consumption mean more conversion?

1. Consumption optimization indicators.

2. Average clicks**-This data is a very bright standard for an account with very large spending power! Take a look at the formula:

Average clicks** = Spend clicks.

Does this have something to do with consumption?

3. Click-through rate - this is the click ratio data that we show below and the advertising Chang creative, through this data we can judge the attraction of our account ads in the search engine, and this data is also an important indicator to measure our data optimization, so what is the relationship between consumption data?

a. More click-through rate, less impression, more clicks, and more consumption; (high click unit price) b, small click-through rate, small impression, less clicks, less consumption; (low click unit price) c, high click-through rate, large number of impressions, small number of clicks, and less consumption; (Click on the low unit price) Second, the analysis of influencing factors.

1. The amount of display affects thinking.

e. The impact of the industry (some popular industries show different colors in different regions) 2. Average clicks**.

3. Click-through rate factor.

In conclusion, consumption is an analysis of the trend of the account!

This is how we can query the consumption data!

As shown in the image below!