Webmaster analysis-three precautions for Sem advertising

1. Keyword selection is not just about conversion rate

This is a mistake that many people are making. When selecting a keyword for serving, many people take the conversion rate as the only factor to consider. At the beginning, it seems that there is no problem, of course, words with high conversion rates should be put on the market. Words with low conversion rates are naturally not worth serving. However, this consideration is actually one-sided. Another very important factor is the profit of goods.

For example, if the conversion rate of a word is 10%, this is a very high conversion, but if the profit of the converted product is very low, you may have spent 100 RMB in advertising fees, resulting in 10 conversions, but each conversion has less than 10 RMB in profit. In this word, you actually lose money, therefore, the word has a high conversion rate and is not worth serving. On the contrary, the conversion of a word may be only 1%, but this conversion can bring a lot of profits, far exceeding the consumption of clicks, so the word is worth serving. Therefore, the conversion rate is not the only reference for keyword selection. It should be considered comprehensively for the final purpose of profit.

2. Whether the keyword is accurate match or extensive match

In the previous keyword, it will let us choose whether exact match or extensive match. Exact match means that the keywords searched by users are displayed only when they are exactly consistent with the keywords. A wide match means that the content searched by users contains your keywords, it may be displayed (when a keyword is found to be widely matched during the operation process, the keyword that contains the user search in the ad idea will also be displayed ). For a keyword, whether it is accurate match or extensive match, the author's suggestion is as follows: popular keywords use precise match; long tail keywords perform extensive match.

Popular words, the competition on Sem ads will also be fierce. If you use a wide range of matches, you may spend a higher click price, but you will not get a good position, when the same unit price is used, precise matching must be displayed before extensive matching;

Because of the large number of long-tail words, it is impossible for us to consider all long-tail words. In this case, it will be more appropriate to use extensive matching. In addition, the conversion rate of long-tail words is generally good. The more words you can consider, the better. Different words adopt different matching strategies, which can effectively reduce expenditures and use money on "cutting edge.

3. Keyword delivery should be divided into regions and time periods

People in different regions have different brand ideas and their consumption capabilities are also different. For example, gucci bags may be popular in places such as Beijing, Shanghai, Guangzhou, and Shenzhen, however, the sales volume in the second and third-tier cities may not be very good, so we should take the factors in this region into account when launching the Sem, instead of targeting all parts of the country with the previous keyword, the conversion rate of the entire keyword may be reduced due to the low conversion rate in many regions. In addition, you can choose not to launch services in some places with high logistics costs.