SEM: Multi-product line account of electric business industry

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Author: Pan Dongmei

Baidu Search engine Marketing Consultants, mainly committed to the electrical business effect of customer service and related industry research, service Dangdang, Jingdong Mall and other large electrical business customers.

For many SEM practitioners, the account structure is more familiar. Account structure is that we need to first consider before the promotion, a good account structure, to improve the efficiency of account management, the benefit of the account optimization, in favor of the overall account control.

To Baidu to promote account structure for example, the account structure mainly includes promotion plan, promotion unit, key words and ideas:

There is generally no problem with the most basic account structure, for some electric business industry, especially the product line more customers, the account structure in the construction of more trouble, often on the classification of some keywords are not unique, and promote the classification of accounts and the classification of the site can not be completely corresponding.

Here I mainly to a 3C electric business customers For example, for the account to build some of the experience, I hope to be useful.

In the construction of accounts, mainly follow the principle of mece, do not leak.

Mece, is mutually Exclusive collectively exhaustive, Chinese meaning is "mutually exclusive, complete exhaustion". That is, for a major issue, can do not overlap, do not omit the classification.

When setting up an account for the customer, mainly in accordance with our construction account of the basic classification, for brand words, competitive words, activity words and people's words, classification is more clear, keyword is very good classification, the difficulty is product words and general words, here I focus on the classification of product terms.

The customer's product line is very rich, in order to more intuitive observation of management data in the account, so we set up the account when the product of the classification of the total copy of the product to promote the classification of products in the account and site classification is consistent, so not only in the client is very easy to operate, And look at the later transformation of the data is very intuitive knowledge of product classification.

When the plans and modules are specifically divided, the specific classifications of the customer's products are taken into account, as well as the focus items of their later observations, and the plans and units are split. For example, in the product line of household appliances, we to the household appliances-everyone electric-air conditioning as a promotional program level, the segment of the brand as a promotional unit, specific attributes such as brand, power, etc. as the specific attributes of the Promotion Unit division, and then the specific keywords directly follow this approach to the corresponding plan and unit , do not leak. This will not only know which category effect, but also to know the specific brand effect.

For example, the keyword "gree 1.5P keywords," Let's look at its plans and units. First of all this keyword is said air conditioner, air conditioning in the account structure belongs to household appliances-everyone electric-air-conditioning this plan, from the brand, it belongs to Gree, in addition to the actual description of the keyword, it refers to the power-related, which can be divided into promotional units, Gree-Power this unit.

This division has the following advantages:

1, the product structure at a glance. From the overall structure, and the classification of the site to match, can effectively locate the site product situation, but also from the promotion account to obtain relevant information

2, data more intuitive, more convenient.

1, at the planning level can obtain various categories of data, such as large household appliances, direct selection plan name contains large household appliances can, such as more subdivided category, air-conditioning, directly in the plan to select everyone in the name of the electricity-air conditioning can obtain relevant data.

2), unit level can get the data information of each brand, in addition to the specific classification, I believe that customers for each brand performance situation want to have some understanding, this is our product brand made a separate division, convenient for the later data analysis can be individually split to the performance of each brand, It is advantageous for the customer to control the sales performance of each brand, and to select the brand merchants to do some data support and market guidance later.

3, in the promotion unit level, because the unit level has each key word function attribute, for example brand-power, when analyzes the specific key words, can know which Type keyword transformation effect, may provide the direction for the later deep excavation keyword.

Common words can also be divided into accounts according to this method, and the only difference between the product word is that the generic Word has no brand attributes, detailed structure of the following figure:

After this account comb, greatly improved the efficiency of customer management account, after the adjustment of the customer's overall CTR has been a great increase of up to 254%

Account Samsung also has a significant increase in the proportion of the word:

In general, although the account structure seems simple, but for large electrical business site or have deep digging space, the overall account structure should pay attention to the following two aspects:

One is to pay attention to efficiency factors, improve the efficiency of account management, the second is to pay attention to effect factors, increase the rate of account clicks, further optimize the quality.