Gao Ge: Principle of SEM automated tools

From: http://www.net178.com/SEM/21.html

Source:SEM watch Author:Googo
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Sharing the principles of Goro SEM automated management tools. First, you must have an API that the search engine provides to enable the tool to automatically export data. After the export, the automated management tool will read and analyze the data. Generally, automated management tools provide the transfer tracking function, and all tools must be optimized by one program. Then there is the ROI rule to search by rule

Sharing the principles of Goro SEM automated management tools. First, you must have an API that the search engine provides to enable the tool to automatically export data. After the export, the automated management tool will read and analyze the data. Generally, automated management tools provide the transfer tracking function, and all tools must be optimized by one program. Then there is the ROI rule. Based on the Rules, the Search Engine clicks data, payment data, and the income data that can be converted to tracking are processed in batches according to the rules. Let's take a look back. Although there are many tools, they provide different services. Relatively high-end automation tools basically provide the ability to automate bidding and optimize bidding. Some also provide some automated creative management functions. However, the more you go back to the analysis tools provided by some smaller companies, some of which are just simple Excel plugin, move the data down and put it in, it will automatically spit out the effect, manually judge the results to see if they meet your needs, and then manually follow up on these changes. Here I will give a brief introduction to the so-called principle of combination optimization provided by efficient frontier, which has been introduced in my blog. The current market in China is like that in the United States in the past five years. Customers have very low requirements, low ROI awareness, and low long tails. I personally think this unoptimized management method is too complicated for the current Chinese market, not necessarily what most people need. We have many keywords in an account, and their performance varies. If we apply a corresponding ROI rule in keyword management, for example, if the ROI we set is such a line, then the ROI is better for all those above this line, lower than this line is worse than this, and then we squeeze the following words above. The problem with this approach is that each keyword has different performance capabilities for each customer. Using a unified rule for management may not be the most effective. Whether it's Google or efficient frontier or kenshoo, the introduction of this concept means that when a ROI rule is formulated, different ROI schemes are provided for each keyword. Maybe some keywords have better conversion, however, the price is relatively high. I will remove this and put the money on keywords with lower prices. In this way, the overall ROI rule will increase the benefits within a certain range. This concept may sound a little complicated. In fact, it is like buying funds and combining a bunch of products to reduce risks. This is the strategy of Tianji horse racing. It does not require that each horse run as quickly as possible, but will achieve the highest benefits after the combination. The search engine market is too complex, and it is difficult for us to make accurate judgments, especially when we have over 100,000 keywords and million, we want to perform one-to-one management, even if possible, it will be difficult. This is also the reason, so in the United States, especially in large companies, the use of automated management tools is very common. However, it may be different in China.