Promotion account How to build, small head backstage management tool to tell you the answer

Extension account how to build, small Head admin tool to tell you the answer &http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; First, analyze the choice of keywords   keywords. Out of context, is about your own product/performance can let the customer through the search engine to find their own web site keyword choice, these keywords are the keywords you want to put into. Keyword selection generally through the following several processes:   1. Divergent thinking and brainstorming we have a good knowledge of our own goods/performance before we start to build our account. This time the general brain has some words, but not specific, divergent depth of breadth are not. We can spread our thoughts through four sides. 1 brand Impact Class 2) competition brand Category 3 buying behavior Category 4 buying Behavior Intent class   2. Keyword recommendations through such a brain storm, we now have a general summary of the keywords. But the vocabulary is too small to cover up the customer's search needs. This time we have used the keyword recommend things. This includes our well-known Baidu background keyword recommendations, as well as Baidu index things. Other keyword recommendations (for example, Google Trends, etc.).   3. Long tail keyword expansion and seo long tail word expansion, we have the existing keywords for long tail expansion, to facilitate the capture of more potential customers.   4. Subsequent additions/deletions after setting up a period of time, we have a clear understanding of the key words in the solution unit. Through the customized statements and business pass, Baidu calculation, such as the analysis of the export statements, to increase the conversion rate of high, low cost of keywords, the cost of large, low conversion rate, the search for a low number of keywords to delete. Guarantee the vitality and elasticity of the account structure. In addition, the increased timeliness of words (primarily used for seasonal/festive commodity/performance) is also beneficial to the conversion of key words in exceptional times.   II. Differential Account Construction   account construction is a hierarchical structure, in order: account, program, Unit, key words and ideas. During this period, a maximum of 100 projects can be set up in one account, and 1000 units will be set up for each project, with a maximum of 5,000 keywords and 50 ideas in each promotion module, during which the key words and ideas are much more in contact.   First give the account difference scheme. The general variance scheme is based on geographical and commodity/efficiency and other approaches. Regarding the geographical type, according to the geographical difference plan, for example Beijing, north China, east China, northwest and so on. There are the same words in each scenario. But there is only one area where each programme is invested. This will facilitate the control of the cost of each region, and can also directly see each of theThe data for the domain. For example, how much to spend in Beijing, click How much, bring benefits. See which areas do not use fruit, can not do a cast or less to do. Second, with regard to the keywords in the unit, advocating 8 to 15, a large vocabulary of homework (for example, medical work) can also increase to 30 to 50. Too many keywords in the unit are not conducive to the optimization of the account structure and keyword quality measurement of the advance. There are four kinds of keyword matching methods: Wide match, phrase matching, exact match and negative match. Advantages of various matching methods:   Accurate match   advantage: can obtain the most about sex of click visit, conversion rate is high. Leeward: It will drop the number of impressions of the idea, and the plan for obtaining a potential client is narrower.   Phrase matching advantage: It is more resilient and more likely to have more potential customer visits than exact matches, and more on sex and may have a higher conversion rate than a wide range of matching comparisons. Downwind: The number of shows is between the wide matching and accurate matching, the conversion rate does not match the exact high.   Wide matching advantage: It is a useful way to carry out high sex, and to reach a wide audience, to bring more potential customers to visit. Leeward: Click on the lack of sex, the conversion rate is inferior to exact match and phrase matching. There may be many clicks, triggering more clicks to spend.   Negative matching advantage: Enable customers to access through a wide range of matching and phrase matching to get more potential users to visit, through the filter can not be brought to customers to visit the unnecessary display of potential customers, reduce the conversion costs, advance the return on investment. Leeward: Set the negative keyword, will drop the probability of the display of keywords, that is, the probability of gaining attention to potential customers drop.   about the beginning of the account unit to establish the key words, first open wide matching and phrase matching for the best, through a period of implementation, query unit keyword embodiment, and then change the matching method.  , on the idea, stands for 3 to 5 ideas per unit. Each idea 3 to 4 wildcard characters: Title one, depicting 11 to two, depicting 21. There are two ways of conceiving: rotation and optimization. The account set up earlier advocated the use of rotation, to heap up the various ideas of qualitative measurement. Account for a period of time after the use of optimization, so that keyword has a better and relatively stable ranking.   III, the compilation of ideas   in line with the basic requirements of the concept of codification (the title of up to 50 characters, 1 and 2 of the description can not cross 80 characters) to attract useful customers, potential customers for the purpose of writing ideas. Can be divided into the following five ways:   1. Customer needs, customers pay attention to the problem-handling concept 2. The idea of an activity. For example, discounts, promotions, price reductions, buy one send one, gifts, etc. 3. The idea of dominance. For example, hundred years old shop, high quality and low price, expert consultation, equipment preemptive 4. Introduce the class at the outset. Write directly from the address job, operating businessWait 5. Inductive class. Summary of the above 2 to 4 ideas for conception   Four, determine and manufacture landing page   each customer click on the bidding ads to enter our site after the first page is this keyword landing page. The landing page is a key link to the completion of the transformation. Landing pages are generally divided into two categories:   1. The streaming page is generally the homepage or program page of the website. The intention lies in the precise difference principle customer collective, moves the policy customer to the corresponding transformation page.   2. The conversion page describes the principle of customer focus on goods/performance, analysis of user focus and resistance points, as well as the business or consulting boxes. The intention is to aim at the deep transformation of the client, which constitutes the business.   Five, the account price adjustment   account has just started to establish, the proposition that the keyword quote as far as possible to maintain 3 to 5 yuan, all the keywords bid using unit bid, heap initial quality measurement 3-4 days, and then to adjust prices, price adjustment to jump to the top 8 home page. Later, according to the customized report to modify the value, adjust the ranking. Claims all bids are selected x.1 yuan, in the same value will be a small number of ranking to win. According to the report price adjustment should be determined that there is no doubt, based on the number of the keyword display and clicks to adjust the orientation of the price adjustment. To prevent the focus on the ranks of unnecessary cost increases.   Vi. Customizing the report   the implementation of the data after a period of time, the support allows us to optimize the next step on the basis. Customizing a different report gives us a better idea of what the keyword is. Here are a few regular reports:   1. Keyword Click rate Report on the low click rate of the keyword is generally two questions. 1 The idea of the solution: based on the concept of compiling the principles of rewriting the idea or modify the existing concept 2) ranking location questions Modify the value of the adjustment ranking   2. Keywords trigger the report on the triggering of prohibited words to carry out keyword negative job   3. Keywords Conversion report differences treat high conversion and low conversion keywords. On the high conversion keyword to increase the implementation of the intensity. For low conversion keywords to reduce the cast or intermittent cast. In accordance with the 28 guideline, 80% of the money spent on 20% of high conversion keywords. And even the share can be increased moderately.   4. Keywords landing page bounce rate report on the jump rate high keyword adjustment or modification landing page   5. The other basis is different from the operation of the account needs to customize other reports   VII, account optimization   According to the account structure to adjust some keywords quality measurement low, the key words in accordance with the entire process of the account to operate from the beginning. In addition, the key words in the report are also optimized according to the process.   This article turned from the head of Baidu to promote software trial station http://www.xndjingjia.com