Analysis of SEM bidding data essential details

In our data analysis, to know where money is used, the effect of how, you need to involve account data and consulting data, the establishment of the bridge is the search word report, so as to understand the account of the phenomenon, and then targeted to adjust the optimization! This is a common set of ideas, of course, in different industries, There may be some details that we need to pay attention to and be mindful of!

Let's take a look at two examples:

The first is to join the industry's Water Purifier franchise project:

Search terms are reported as follows:

Note: Search term reported as a normal period of data

　　

　　

　　

The first month of the consulting search term is as follows:

Wuhan Water Purifier

Water Purifier List

The second month of the consultation data is as follows:

German imported water purifier

Top Ten water Purifier list

In these longer cycles we can find:

Consultation search term is extremely unstable or not fixed consultation search terms are all triggered by phrases or a wide range of advisory search words the biggest feature is geographical + products/products + rankings and so on (with the same type of characteristics) Brand + products/Products + rankings etc. such search terms are completely ineffective (with the same type of characteristics)

Then the measures we have taken are:

1. Do not need to geographical + products/products + rankings, and so on the type of search terms triggered by negation

2. Brand + products/products + rankings and so on the search term completely ineffective search term negation-contains no

The second is to join the industry to join the shop franchise projects:

Search terms are reported as follows:

　　

The red part of all the search words in a longer period of time to produce clicks, to produce effective consulting keywords, the rest of the search terms, whether large or small, have not produced effective consultation, and these search terms are relatively stable triggered, so we can find:

1, "Selling things" related search terms are completely ineffective, the trigger surface is narrower, the number of clicks is large and concentrated

2, "How to open the shop" related search terms are completely ineffective, the trigger surface is narrow, the number of clicks large and concentrated

3, to consult a wide range of search word trigger surface, the number of clicks less evenly distributed

Then we can take measures:

1, including No: online selling things/selling things

2, Accurate No: how to sell things on the internet, how to sell things online, how to sell things on the internet, how to sell things online, how to open a shop online, how to open a shop online

Through the flow of precision control, it is bound to reduce the click to save consumption, to achieve our control purposes!

The two projects are characterized by:

Wide matching trigger search word generation Consulting first Item Consulting search terms have the same type of characteristics; The second project consultation search term is fixed, the type is not unified

Conclusion: Even the same way of promotion, there can be different phenomena, and these phenomena are relatively secretive, and the accumulation of time is also the important factor to stimulate our consumption waste!

Not to mention the same promotional methods for different projects, so accurate data can let us carry out accurate analysis and operation, bring more stable effect!

This article is derived from Adsemer bidding (SEM) technology blog: http://www.Adsemer.com/First A5 reprint must be marked with the source!

SEM analysis of bidding data is important to analyze ideas and strategies, more importantly, the SEM data analysis of some of the details, do big picture, meticulous, to the ROI of the auction account to achieve the best level!