Talking about search engine marketing (SEM) keyword purchase value

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The key word is the core of the account, if we can easily play the key words, then we have the ability to control the account is very large, the bidders are not only to account optimization, more important is to be able to control accounts, to know that we do every step of the operation can affect our marketing effect, Even we use the data analysis of key words to determine the next optimization plan.

In fact, a lot of accounts 80% of the budget is wasted, that is, our part of the budget is not translated by some of the keyword waste, there are these keywords we should not be out of such a price to buy this keyword, popular say is that we buy this keyword value is not worth, Whether it will bring us transformation and our bid is not worth it.

We already know the core of the account key is to buy value, if we do not recognize the value of the key words, what will be the marketing effect, we have "infertility" this keyword as an example,

A. Keyword purchase Phase division unreasonable

According to the visitor's search behavior, we can divide the keywords into three different purchase stages, that is, three different stages of the visitor's purchase, medical care usually divides the visitor's purchase stage into the diagnosis stage, the treatment stage, and the hospital stage, then our key words are usually symptom words, therapeutic words, hospitals words, If we do not have a visitor analysis can not know the needs of each phase of the analysis of visitors, we can not determine which keyword is which phase, but also not to each phase of the key words of the bid to make a clear judgment, that is, you will infertility symptoms, infertility symptoms, Infertility have what harm and so on these keywords bid set very high, very clear know these keyword purchase intention is very low, we have no way to this kind of crowd accurate lock, can imagine the effect of transformation.

Similarly, the second stage of infertility treatment, infertility treatment effect, infertility how to treat and so on, these words purchase intention is much stronger than the first stage, then we cannot use the low price, the widespread pattern to lock this part of the crowd, but bids the relatively first stage to be high, to precisely lock this part of the crowd

B. Search terms and keywords do not match

Some of the key words in some accounts are very high, but the conversion effect is not very good, not even transformation, at this time we should use the search Word report to analyze our purchase of this keyword and the search terms of the visitors are consistent. For example, we buy the key words is "treatment infertility", and through the search word report found that netizens search the word is "infertility pictures" and so on these keywords, that is, we buy this keyword to match the words and search terms for different purposes, the purchase intention is not very high, So we pay a high price to buy this flow is not very value.

This situation in the account of a lot of, so will cause our account 80% of the budget is like such a keyword wasted, but also reflects the search engine marketing (SEM) The core concept of the purchase value of keywords.

Summary: Whether in the keyword purchase phase, or keyword data analysis, we always have to remember that we buy these keywords are not worth and how we should accurately control the flow.

Author information: Yaorui, Baidu certified marketing consultant, push a SEM channel editor, Division from "Console Network Marketing" expert Kun, want to see more articles please login www.yaoruibin.com. Personal micro-signal: yaoruibin0321