The small and medium-sized electric Business enterprise does the SEM bidding carefully to use widely matches

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A wide range of matches, with the official explanation is the user search keyword completely contains our set to promote the keyword or search keyword is to promote the keyword of the synonyms, our key words of the advertising creativity will be displayed. From the official explanation we can think of a wide range of matching can let our advertising creative more display, but also help us dig long tail keywords. This looks like the keyword set to a wide range of matching is very good choice, but in fact these are only one aspect, a wide range of matching will bring some problems, I do not recommend small and medium-sized enterprises to do a wide range of matching to do SEM keywords.

For a certain size of the electric business enterprise, a wide range of matching is indeed a good choice, through this matching pattern can significantly increase the flow of the site, through the observation of income and expenditure ratio, and then make the key words adjustment, screening, so as to extract high-quality keywords. But for small and medium enterprises, this model does not apply, because they can not like large-scale companies have the capital to do such investment and then step by step adjustment, instead, they need to focus on ROI, to control the daily consumption of SEM bid, so as to maintain the normal operation of the site, so more often, Accurate matching is more suitable for small and medium-sized enterprises.

The author also sums up the reasons for the extensive matching of the three details that are not conducive to small and medium-sized enterprises, as follows:

Reason one, wide matching keyword conversion rate is low

When a keyword selection of a wide range of matching, then this keyword advertising ideas will be displayed in many cases, for example, we set the key words "glasses network" for a wide range of matches, when users search "eye nets", this keyword ads may also be displayed. This time the conversion rate will be very low, because the user search the eye network is more to want to know some eye health knowledge, and our website is a selling glasses, not the user's search expectations. In fact, most of the most widely matched keyword conversion rates are not high.

The low conversion of the word for small and medium-sized enterprises, should be cut off.

Reason two, the display rule of wide matching keyword is not controllable

The author has spent a lot of time studying the rules for a wide range of matching keyword presentations, in which the authors found that the display of widely matched keywords is not the same as the rules expressed in official documents, but is shown in many cases. For example: when your promotional unit of advertising creative contains the user search keywords, and this promotion unit and some of the keywords are used to match a wide range of times, even if your keywords and users search the keyword is completely unrelated, the advertising creative will also be displayed. The author also consulted a wide range of rules to match the Baidu bidding service providers, they gave the answer: a wide range of matching, Baidu sometimes as long as the inclusion of one of the keywords, will display ads, not as he explained the document description!

So a wide range of matching has a lot of uncontrollable, often have many words inexplicably have very many display amount, be clicked consumes also very big, but the transformation is very low, and this kind of low return consumption, it is the small and medium-sized enterprises are unbearable.

Reason three, the extensive match can make the keyword analysis work more difficult

Small and medium-sized electric business enterprises in the early days of entrepreneurship, the key words should be very frequent, because the market is not completely familiar with the key words also difficult to understand, so we have to make adjustments in the continuous release. If at this time, most of our keywords used a wide range of matches, you will find that the keyword data analysis work will be very difficult.

Some time ago the author in the analysis of a week of SEM keyword launch data, found some unpopular words, in a certain period of time the flow is very high, the author thought I dug a very good long tail word, but this high flow did not last long, the fact is that the word is not very high search volume, But because this keyword is widely matched to other keywords and is displayed, but match to what words I completely find out, so for the use of a wide range of matching keywords to do data analysis is more difficult, it is difficult to be accurate.

Small and medium-sized electrical business site, more suitable for the SEM bidding strategy should be a large number of accurate matching set of keywords, and then make frequent adjustments to find those who can bring stable transformation of the key words. At the same time, in search of high-quality keywords, but also to seize the ROI, so that the steady development of the site.

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