How to quickly take over an old auction account

1.It is not advisable to make a large-scale adjustment immediately after taking over the auction account.

Every bidder has different habits. Some people like to be classified by part of speech, some like to be classified by business, and some like to be classified by people. Basically, every bidder will feel that the previous account structure is very messy after taking over the account, and some people will make drastic adjustments to the account structure, but the adjusted results are often not as good as the previous account structure.

It needs to be said here that we must pay attention to the fruits of the labor of our predecessors, because we have gone through several adjustments before we have the current account structure, and it is basically a relatively reasonable account structure. If you feel that the quality and CPC are relatively high after a period of time, you can try to change the structure.

2.Be sure to keep your previous promotion data

There are two main types of promotion data here, one is account-level data, what clicks, displays, bounces, etc., generally this kind of data will not be lost because there will be in the data report, as long as you don't take the initiative to delete it. The other is the first-level data, visits, consultations, various conversion rates, etc. Personally, it is recommended not to operate within 3 days after taking over, and conduct a comprehensive analysis of the data, I understand that some bidding specialists may have inflated records in the statistics in order to make the account data look good, such as there were originally 25 inquiries, which can be recorded as 28.

In this way, the overall cost of information will be reduced. If you don't operate in these three days, the data will basically not change much. If there is a discrepancy between the data you have counted in the past three days and the previous data, you should pay attention.

3. Quickly find out the deficiencies and sort out the account optimization plan

When you first take over a new account, maybe you're just starting out, and your boss needs to judge whether you're up to the job. Therefore, the leader will pay more attention to your work, and then you need to behave well. Be sure to analyze the deficiencies of the account based on the previous data, and it is best to sort out the account optimization plan in written form.

This is also something that new employees need to pay attention to when they first join. Proper expression of oneself can quickly establish oneself in a new environment.

Slowly turn your account into a habit.

1.Don't take over and adjust, first analyze the thinking of your predecessors.

If you have just taken over an old account, you should not start adjusting it immediately. Because at this time, you don't know the current status of the account, the conversion situation, the idea of account building, etc.

Therefore, to accept old accounts, first understand the project delivery, check the historical data of the account, find high-conversion keywords, and find invalid keywords, etc. Sort it out. Then gradually find high-quality promotional content according to rankings, creative, landing pages, etc., and use it when rebuilding your account later.

2.Retain a valid campaign plan and add a clear account structure for the Regret Segment module.

Keep the promotion plan or keywords with good conversion effect, and then draft and establish the account structure and keyword materials that you are good at looking at, and go online. After going online, you must screen the invalid keywords in the old account, and adjust the content that needs to be adjusted before. Ensure the stability of account promotion.

In the formal optimization stage, it is recommended to adjust it 1-2 weeks earlier. Bi slow.

3.Gradually improve the effect of new materials and block invalid old materials.

In the process of account optimization and promotion, it is also reasonable for many semers to gradually adjust the sales materials to their liking. Therefore, we will continue to expand new materials into new plans, and gradually suspend the materials that do not perform well in the promotion plan of old accounts. Over time, it's a material structure of the account that you know very well.

1. Don't make large-scale and frequent adjustments to the account structure and bidding when you first receive a new account, even if you are a very experienced and experienced person, each industry has its own user characteristics, the characteristics of user groups, user access periods, peak fluctuations in conversion periods, and the characteristics of off-peak season transitions.

2. Be familiar with the product and user behavior, look at historical data and consult colleagues with some industry-specific promotion precautions, distinguish the priority of channels, and set the tone for the next step.

3. Data optimization and adjustment: Adjust and optimize the product line or plan or region with no conversion or poor conversion first, so as to ensure that the overall effect will not be affected even if the operation idea is wrong.

4. With a certain effect improvement, consider the overall analysis.

As for the idea of analyzing the bidding operation of veterans, you can collect and sort out the data from the following aspects:

3: Bid strategy.

4: The corresponding landing page settings.

1.Novice friends can export the data of the account for a short period of time, such as one month's data, to see what are the core consumption words of the entire account, and these core consumption words are determined by the direction of the main words on the account. (Keywords report will be used).

2.Then, understand the setting of the keyword matching pattern and determine what the approximate matching pattern looks like. It is convenient to analyze the effect of impressions, click-through rates, and conversion rates brought by this matching model in the later stage.

Therefore, we need to use the keyword report here to see the matching mode selected by the core keywords (regional words and non-regional words are analyzed separately), and at the same time, we should also look at the search term report to see how the matching effect brought by different matching patterns is.

3.The bidding strategy involves the analysis of the competitive environment, and it is impossible for you to set the ** in the first-tier cities to the accounts in the third-tier cities, because their target markets and account budgets are completely different.