3 things to note about SEM ads

SEM advertising is a search engine to provide a PPC advertising, it can be said that it is the most effective one of the current advertising channels, can quickly bring a huge amount of traffic to the site, but at the same time it brings the consumption is very large, some competitive words, is clicked may cost a few dollars. So if you are going to do SEM ads, you may need to do a lot of data analysis and practical reference work. In the past year, the author has been responsible for the company's SEM advertising, in the actual operation of the process, found that there are some places are very easy to ignore, and these places may be due to the lack of consideration will lead to the output of your advertising drop.


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here, small head bidding software small series also summarizes the SEM advertising 3 points of attention, for reference:


 


1, keyword selection is not just to see conversion rate


 


This is a mistake that a lot of people are making, in the choice of keyword delivery, many people are the conversion rate as the only consideration factor, this seems to be no problem at first, the conversion rate of the words of course should increase the intensity of the conversion rate of the word is not worth it. But this consideration is one-sided, and a very important factor is the profit of goods.


 


For example: If a word has a conversion rate of 10%, this is a very high conversion, but if the conversion of the goods to the profit is very low, you may spend 100 of dollars of advertising costs, brought 10 times conversion, but each conversion of profit less than 10 dollars, that in the word, You are actually losing money, so the conversion rate of the word is not worth the same. On the contrary, it is possible that the conversion of a word is only 1%, but it is this time the transformation can bring a lot of profits, far more than the consumption of clicks, then the word is more worthwhile to put. Therefore, the conversion rate is not the only reference for keyword selection, to consider synthetically, to profit as the ultimate goal.


 


2, keyword delivery to be divided into regions,
period

 


People from different regions will have the same brand idea, their spending power will be different, for example, Gucci's bag may be in the north of the canton and other places will be more popular, but in the two or three-line city they may not be too good sales, so in the SEM to do when the place should take into account the factors of this region, Instead of the last keyword on the whole country, probably because of the low conversion rate of many regions resulting in the conversion rate of the entire keyword lower. In addition, some of the logistics costs are high, you can choose not to target these places.


 


in the time period of the main is to take into account the user to order the opportunity, for example, after 10 o'clock in the evening, your site's customer service may not be online, then the user will come in a single probability will be a lot smaller, this time we can stop the launch. In the weekend, because of the courier factors, may be a user's list will be less, can also be appropriate to reduce the delivery.


 


in the region, the time period of the launch can be very effective to increase the ROI ratio, the operation is also very convenient, in the search engine to promote the account background can be set directly.


 


3, the keyword is to match accurately or widely match


 


in the last keyword, it allows us to choose between a precise match or a wide match. The exact match means that only the keyword that the user is searching for exactly matches it, will be displayed, and a broad match is that the user search content contains your keyword, may be shown (in the process of operation, found that a keyword used is a wide range of matches, In the advertising creative contains the user search keywords will also be displayed. For a keyword, the exact match or with a wide range of matching, the author's suggestion is this: hot keywords with accurate matching, long tail keyword to do a wide range of matches.


 


popular words, in the SEM ads above the competition will be more intense, if you use a wide range of matching, you may spend a higher price on the click, but not a good position, because the same unit price, the exact match is to show in front of a wide range of matches; It is not possible to take all the long tails into account, and this time it would be more appropriate to use a wide range of matches. And the long tail word in fact the general conversion rate is very good, these words can consider the more the better. Different words using different matching strategies, can effectively reduce expenditure, the money used in the "blade."


 


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