Pay promotion of web promotion workflow website

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Today received the task of marketing manager, asked us to write the network to promote the work of the process. At present, the website's pay promotion according to the search engine to divide, mainly includes the Baidu promotion as well as the Google promotion two kinds. The following is a detailed description of the two ways to pay the promotion of the workflow:

First: Baidu to promote the workflow

1th Step: Establish the promotion plan in the promotion account. According to the company's product classification to establish promotional programs, according to the promotion of geographical and promotional time to set promotional plans, but also for the industry's competitors brand name of the company to set promotional plans. In conclusion, there must be a general idea before the promotion plan can be established.

2nd step: Establish the Promotion Unit in the promotion account. A promotional program can be subdivided into multiple promotional units, and each extension unit corresponds to a product or service. The number of promotional units as far as possible not too much, the structure of the account is too bloated will cause later maintenance and optimization of the work is very large. Optimization of the difficulty of upgrading, but also indirectly reduce the effect of optimization.

Step 3rd: Add keywords and write ideas for each promotion unit. Baidu Search through the promotion of the background keyword tools for each unit to add keywords, the choice of keywords from the "Daily search volume and competition intensity" two aspects to consider. From the keyword tool, select those search volume is larger, less competitive keywords. Creative writing, preferred to refer to the ranking of the top competitors to do. The creativity of each promotion unit is between 4 and 10. Not too much, not too little. And to observe the weekly creative presentation, the conversion rate of the lower creative to delete or modify, until the quality of each keyword to reach Samsung.

4th step: Set up the promotion time and daily budget. When the above work is completed, the last link is to be based on the actual situation of the company to carry out advertising settings. For example, our company's Baidu promotion only to Shanghai, the promotion time is weekly one to every Friday morning 9 to the evening 6 o'clock, the daily Baidu search promotion budget is 600 yuan. Here special attention is: if the day Baidu search promotion of the budget in advance consumption, must be timely observation of the key words in the account click and consumption, to see if the malicious click. Also compare the phone feedback of the day, if a keyword on the day was a large number of clicks, but the keyword related business does not have customer consultation. You should adjust the account in time, revise the bid or adjust the emphasis of the promotion.

5th step: Daily Baidu Search Promotion account optimization work. Mainly observe the daily consumption of Baidu search promotion account: If the day budget is not finished, you can increase the delivery time, improve the key words of the bid; if the day budget is completed in advance, it is timely to analyze the promotion of the account, to observe whether the malicious click, the keyword is clicked on the business, Keyword matching method is appropriate and so on. Baidu Search Promotion Account optimization of the most important work is the creative writing and modification, the level of creativity related to the quality of keywords, high quality can let the key words at a lower price in the Baidu bid to get a higher ranking. Therefore, the day-to-day optimization work should be based on the analysis of creative and creative writing and revision-oriented.

Second: Google to promote the workflow

Google to promote the work flow is roughly similar to the Baidu promotion, but there are some details from the different, the following also points out: Google to promote the day-to-day work focused on price adjustment. Google's creative part is simpler, but because Google's background can be unified by keyword rules to adjust the price of the unit, will lead to the entire industry in the average price in a day big changes. So with Baidu to promote the difference is that Google's day-to-day optimization work focused on price adjustment. It is best to adjust prices in the morning and afternoon to ensure that the daily budget is complete.

Third: The production of statistical tables

Every day to make a statistical form of SEM, to count the daily spread effect. The main statistical data are: Display volume, clicks, browse volume, consulting volume and volume. SEM statistical form to be made on time every day, but also from the data analysis of the network to promote the problems, timely report to the superior leader.

Four: Maintain communication with customer service

Search engines will revise their ranking rules to keep communication with Baidu and Google's customer service. Baidu's customer service can also be asked to analyze the problems of the account, give specific solutions to the problem. In order to save the company's human resources and promotional staff time, can be as far as possible to the work to Baidu customer service to complete.

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