How to do everyday keyword advertising optimization and management

Absrtact: We are in the day-to-day management of keyword advertising, may be very confused. It seems difficult to know what kind of strategy we should use for different types of keywords, and it's hard to know exactly which factor is affecting ROI, how do we do our daily

We are in the day-to-day management of keyword advertising, may be very confused. It seems difficult to know what kind of strategy we should use for different types of keywords, and it's hard to know exactly which factor is affecting ROI, so how do we optimize and manage our daily keyword ads?

First we need to understand the relationship between different types of search requests and user behavior. According to the search behavior of the keyword classification, we usually divided into what kinds of types:

Browse: These keywords are usually more extensive and therefore often more expensive. Many Internet users search for this type of keyword and do not necessarily intend to buy it. Therefore, it is important to ensure that the content of the advertisement and the keyword relevance of the search request. Note that ranking is less important in this case, Landing page should guide users to a product on a website, help users to answer questions/services, and force users to stay in the site to learn more about the product.

Selection: These keywords are more specific to the browser-type keyword. Users may be planning to buy this type of product when they search for these keywords and phrases, but they may not know exactly when they will be purchased. This type of keyword landing page needs to be more relevant to the keyword,-if the Internet user on the target page can help him/her compare your products, these price competition, which will help to make the user on your website and eventually become a convert.

Buy: These keywords are more specific. Users know that he/she needs to purchase specific model of the product or which specific service, guide users from the keyword to the specific corresponding products will be the most important goal. These types of keywords tend to have very high conversion ratios, and high rankings often lead to higher ROI.

These strategies can help you determine the impact of different types of keyword rankings on conversion rates. You can devote more effort to dealing with poorly performing keywords to improve the overall conversion effect. So what do we do with the specific SEM optimization implementation?

First, the Promotion keyword ranking

Second, enhance the keyword coverage

An important way to improve the performance of your keywords is to get as close as 100% of your search keywords in your budget license. The importance of this is obvious: if consumers do not see your ads, they will not be able to click on your ads. Accordingly, your competitor's ad links will get a click on traffic and it is possible to get a successful conversion.

Third, improve the rate of keyword display

The above several advertising adjustment strategies are often used by many SEM executives, in the actual optimization of implementation, we often encounter more factors. For example, the influence of brand influence on transformation, the influence of asymmetric information on transformation, the influence of user evaluation on transformation and so on. Hopefully this blog post will help. Of course there are better supplements and suggestions, please give me a message in the blog!

Article Source: http://www.adsem.cn/874