Making a reasonable SEM scheme to manage accounts easily

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With the development of the Internet, search has changed the world, search engine marketing (SEM) has changed the way of business marketing. Now is not the enterprise want to do network marketing, but enterprises want to survive must transform to do network marketing. Search engine Marketing (SEM) is a network marketing method, the enterprise in the process of transformation is the first SEM, search engine marketing advantages are mainly coverage, targeted strong, according to the effect (PPC), since the enterprise has chosen search engine marketing, then the production of excellent SEM program, In order to obtain substantial profits for the enterprise. Get the maximum return with the least amount of input!

Above we mainly talk about the importance of search engine marketing and search engine marketing advantages. So now say how to make excellent SEM program.

The production of SEM is mainly composed of four parts: target analysis, choice of words analysis, creative performance and account setting.

First, the launch target analysis:

The main factors to be taken into account are: To determine marketing objectives, to study market environment and to analyze audience types. So specifically what should be analyzed, for example, we can position from the enterprise itself (1) the company's own product/service positioning, as well as product/service selling point. 2. What are the marketing channels for enterprises and how to distribute advertising fees for various channels? 3. Search Engine Marketing geography, budget, promotion time and so on. Enterprise Marketing Goals (1, the company launched search engine marketing expectations of how the effect is. 2. If the enterprise has done SEM before, then the KPI indicator is what and so on. Market environment and Target audience (1) Whether we are from in the light season. 2. Our product/service target audience's age, sex, major geographical distribution, education level and so on. Competitor (1) Our main consideration is our competitors and the strength of our competitors, etc.

Two. Choice of words

The choice of words analysis is the production of key words, but also a very important link, only to choose more suitable for our business key words can make the account better performance, get more revenue. The choice of word analysis is mainly from the search for core words, expand keywords, filter keywords, classification key words of these several steps to complete, and then specifically said each link. (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. )

① search for the core words:

Find the core words we can through the enterprise demand, corporate website, Baidu Sinan these ways to obtain. According to the enterprise demand is mainly the above we have mentioned the goal of the three factors to consider to find the core words, for example, we start from the enterprise's marketing objectives, brand promotion, marketing PR, main business, promotional activities, such as the angle to find the core words for our business. Through the enterprise website, Baidu Sinan do not do detailed explanation.

② Expand Keywords:

Expand the key words from Baidu Bidding account keyword tools, eight claw fish free combination way, search word report and nickname, Antonyms, commonly known as the angle to expand. Expand the keyword is in the already have the core word after the steps, the other way of expansion no longer detailed explanation!

③ Filter Keywords:

The selection of key words is mainly through the enterprise's marketing target and target audience, Enterprise KPI Evaluation index angle to screen

④ Group Keywords:

Group keywords We need to have the same structure, the meaning of similar words in the same unit. The advantage of this is to facilitate the management of post accounts and creative writing.

Three. Creative Performance

Creativity has two levels, is the basic requirements: fluttering red, related, fluent. Promotion requirements: attraction. So how to write good ideas, please refer to my previous article "Creative Writing Summary" Here is no longer elaborated.

Four. Account Setup

Account settings are mainly keyword bids, negative keywords, budget settings, promote geographical settings, IP exclusion, keyword matching methods and so on. Here specifically to say that the bid, we can refer to the account of the Valuation tool, and then bid on the key words, when our ads through the observation period after the keyword prices can be based on specific data performance to do 5–10 fluctuation adjustment, keyword in Baidu ranked changes. There is the system default keyword matching method is optimal, then we ad online early I suggest that the first adjustment for rotation, after the observation period in the adjustment for optimization. The advantage of this is that each idea is presented at the same opportunity, and the system chooses the best ideas to show.

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