Correct understanding of bidding account trusteeship and reasonable quantification of promotion effect

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First, a long talk about the bidding principle, visitors produce purchase demand, search by search engine needs related keywords, creative screening, click to browse the content of the page, consulting online customer service/online order. Through the introduction of a simple principle, the bidding is a set of systems engineering, account level, Site page level, customer service level, that is, if the enterprise to do bid hosting, Party B can only control the account level, can only be accurate traffic to the site, customer service links need to have their own customer service system, At the same time we can only quantify to measure the effect of bidding marketing, then there are problems how can party B to ensure the marketing effect? The following content will make you excited.

We have to consider the value of the flow of the purchase is not worth, the core of the bidding is the key words, the key words to bring the flow, then the core problem is that we can control the flow, we must not only have the ability to control traffic, but also need to know what part of our business needs Even more importantly, we need to know how our budget should be allocated to these flows and maximize the marketing effect under limited conditions, as detailed below.

First, keyword selection

Bidding means to spend money to buy traffic, the core is keywords, then keyword selection will be the key factor in bidding, if the keyword selection direction has problems, then think about the marketing effect will be good? Now the key words in the auction account are basically the same, are using the background keyword tools to choose keywords, why there are different marketing effects, Because each enterprise's page content is different, through the different creativity, the lock different demand visitor, the final marketing effect also can have the obvious difference.

Keyword selection should be combined with the page, account budget, customer service face each stage of the problem whether there are corresponding words, the most important is the needs of visitors analysis, according to the needs of the subdivision of the page to select the relevant keywords, precision control flow, accurate locking of different needs of visitors, then our marketing effect will be

Ii. Creative Writing

Some time ago found that a lot of bidders are writing ideas are copied there copy, then there is no want to 过访 customer search Such keywords have what needs? At the same time do not want to 过访 the search for such keywords to see what content? If we can think of ourselves as a visitor or have done 过访 needs analysis, So when we write ideas, we should combine the needs of visitors, combined with the page, to "join" as an example, to join the needs of the crowd analysis, they are concerned about the ability to make money, market prospects, support policies, brands and so on, in their early selection of the industry is the most concerned about whether they can make money, to determine the industry will choose specific projects , then they are most concerned about the market prospects, knowing the needs of potential target audiences, writing ideas from the needs of visitors, what they focus on, then give them the content of the creative content of the page, so that can be "step by step", then we can accurately lock the different needs of visitors , you can increase the cardinality of the transformation.

Conclusion: The auction service can only control the level of account operation, we through the precise locking of the same type of demand for visitors, accurate control of the flow of the Enterprise page, because we can not modify the page, can not control the customer service, although we can bring accurate traffic to the site, Subsequent transformation also requires sustained cooperation in order to maximize marketing results, therefore, the bidding can only be quantified to measure the effect of custody before and after the show, click, CPC, CTR and other indicators compared to measure, and sometimes also through the transformation of costs, conversion and other indicators to measure the marketing effect (this is the ideal model, Customer's page and customer service system are relatively perfect situation, many customers either is the page is not good, or the customer service system is not perfect can not promote transformation we do not have the means to ensure the transformation effect, if which institution only through the account level operation can guarantee the marketing effect, what words do not say!

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. Micro-Credit Public platform SEM password: Semmima