Bidders, SEM supervisor, project manager What kind of class are you?

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Write this article today should be standing in the project manager or SEM director of the height to "play" bid, at the same time also includes some senior bidders of some thinking, I believe more bidders do not just want to stay in the account operation level, but to the higher SEM director to struggle, and even to the project manager to struggle, So let's take a look at what stage you are in and how hard it is to reach the next goal.

Simple account Operations-junior bidders

Can control traffic-"senior" bidders

can control flow and control data-sem supervisor

Can control the flow of data and can control the conversion-project manager

Junior Bidders

Only a simple account operation is not going to go deep here. If you are this kind of person, then you continue to read the article, see You and "Senior" bidders, SEM supervisor, project manager of the Gap, and then continuous efforts, I believe that this part of the growth of people will soon.

"Senior" bidders

Here said "Senior" bidders are to the above will only simple account operation, then this part of the people can basically control the flow, this time perhaps someone will ask "What is control Flow"?

I also wrote in the blog before that "the core of the bidding is traffic, we should consider the value of the traffic is not worth", then we think backward thinking, we should not to control the flow, first of all, the control of the flow of the dimensions, budget, matching mode, bid more people think of these three or the latter two aspects, We mentioned earlier that the bidding "play" is the flow, then the flow of the most important is the choice of keywords, how we should choose words, how to cloth words, how to control the word, and finally to control the flow of the purpose, this is more bidders need to consider the problem, if you think these very small pediatrics then do not have to continue to read, If you think this article will overturn your previous bid, then continue to follow my thinking to learn how to control traffic.

1. Typically, bidders find a large number of keywords through various means when setting up account structures.

2. Then according to the account budget, website page, industry attributes, etc. to select the appropriate key words with this account.

3. Set up relevant matching patterns and bid strategies based on the intensity of consumer purchase requirements

4. According to the Marketing Effect report analysis keyword quality, and then optimize to bad, continue to expand the conversion effect of the relevant key words

In order to control the flow stage, it is more important for bidders to know clearly what part of the flow they are inclined to/more easily convert, and how to find more key words for better conversion.

SEM Supervisor

The SEM supervisor needs to control the flow, more important is to be able to control the data, first SEM supervisor needs to give under the task of the bidder, then need SEM supervisor according to last month or the previous months of marketing effect data forecast next month ROI, even to the bidders in the budget unchanged, Conversion costs must be controlled within XX yuan, or the average click Price control in XX yuan and so on, but here SEM supervisor is not simply look at the data Pat Forehead said this must be controlled in XX yuan, that must reach XX, need last month or the previous months cumulative data to predict the effect. (Tips: This article is Yaorui original Baidu Certification marketing consultant, Division from the "console network Marketing" expert Kun, want to communicate more about Baidu bid to promote friends, please login Yaorui (pinyin) point card mother or Baidu Yaorui. Please retain this copyright information when reproduced. )

It is said that the SEM director in the task of the need to analyze the data to control the data, then the problem is coming, how can the bidders to do the SEM director set the target?

To give a simple example to understand, if the SEM supervisor to the task is this month's budget will not change the cost of conversion in XX Yuan, then we should decompose this task, reduce the conversion costs, we need:

1. Improve conversion rate (specific conversion rate to achieve the goal of how much)

2. Reduce the average click price (specific to how much can achieve the goal)

Then the idea is a little clearer, improve the conversion rate, first of all we need to know which plan, which unit, which keyword conversion rate is high, and then do the corresponding optimization to improve the conversion rate. The reason why the average click Price is too high is that the bid strategy is unreasonable, which leads to more conversion-free consumption, so we should know what no conversion word causes the average click price to be too high, and then make a corresponding adjustment to reduce the median prices.

Project Manager

Whether the bidder, SEM supervisor, and project manager need to be considered from the marketing effect, the project manager considers the problem from the ROI of the whole project, which is not limited to bidding or other single marketing methods.

To the hospital "to the diagnosis of decline" as an example, the impact of the diagnosis of the factors are customer service, negative, competitors. Here we focus on the negative and competitors, customer service tracking link is not to say, if the customer service links also exist problems can give me blog message.

Negative news will affect the diagnosis, first of all we should be clear whether the negative online or offline, online negative news source to press the negative information (news source article content and article title should be how to write need everyone to think, here is no longer elaborated), the bottom of the line is landing ads to improve Word-of-mouth and brand.

If a competitor affects our hospital's diagnosis, then also should know is online activities or offline activities, then we should do to improve to the courtyard, since competitors do activities, then we can also do activities, for example, the customer service in the tracking can say so, our hospital is doing activities, You xx days to the hospital to XX to receive XX gift, this is not to increase the chance of diagnosis, Sun Tzu said in the Art of War, "the enemy covet the interests, then we have small inducements."

Author information: Yaorui, Baidu certified marketing consultant, push a SEM channel editor, Division from "Console Network Marketing" expert Kun, want to see more articles please login www.yaoruibin.com.