When the enterprise launches the bidding as SEM you cannot but consider the KP

At present, different search engine media can provide different data, Google system can directly provide comprehensive data, including account overall and campaign data: Baidu currently does not provide comprehensive presentation data directly, but can provide relevant data for: The overall account of the left to show the share (The client's left side shows the percentage of opportunities that the client's keywords are likely to get by the Netizen's search), and the industry's average left share (the average of the industry customers showing the share on the left). Little head bidding assistant to give you a detailed explanation today.


through the semhttp://www.aliyun.com/zixun/aggregation/17611.html "> Industry field and Network marketing consultant's experience, summed up the current general impact of the overall share of the main factors are: Customer industry nature, The overall situation of the industry, competition and product launch of the budget, the target, as well as the key words and words of choice, including the refinement of the keyword bid matching





Wang Nan believes that in the Baidu auction data analysis when the introduction of this index, can help brand customers understand the spread of the coverage, and then can avoid the selection of words too small or too large caused by inadequate coverage or too broad, and the drop of precision caused by the drop of waste and other phenomena, Thus, it can balance the relationship between spreading breadth and precision difficulty.





for the media, to help brand enterprises to understand the current spread of coverage, and the adjustment caused by the promotion of inadequate coverage of the optimization proposal is particularly important, http://kylc77.net/show/ 52a09ee18463d.html can not only help to enhance the Crystal brand enterprises to promote the coverage, for the grasp of the integrated display share, but also a good strategy point.


according to project objectives and KPI requirements, reference to the historical data, combined with the project budget to determine the scope and categories of keywords: general word + competition Word + brand Word + product word + long tail word, and estimate the search volume of different types of keywords, set KPI weight allocation-according to the project phase distribution KPI weight.





think a company do a network marketing planning as an example (because of the business secrets involved, so the specific content is not convenient to open):





Project Early





before two weeks: Cost allocation 20%, key KPI for the flow, new product listing, product-related search volume is small, through a large number of generic words and competition word diversion, so that a large number of new exposure display, this stage integrated display share of more than 40% of the target.




Why did
do that?





early stage, the promotion of products need to rely on a large number of common words and competition products to display a large number of exposure to launch, therefore, the focus of the early stage of optimization in the promotion of choice of words and rankings, the choice of large flow of common words and the main competing words, and higher bids for higher ranking position, this stage to promote a large number of exposure to show, But because of the correlation degree and the part of speech reason, the CTR is lower, far below the examination index.





Project Medium-term





: Cost allocation 50%, key KPI for clicks and CTR, after a lot of exposure, the relevant search promotion, focus on optimizing Ctr




Why did
do that?





medium-term, for lifting clicks and CTR, by adjusting the keyword consumption and the proportion of the optimization strategy, for the display of high volume but CTR low competition products and common words to take a pause or adjust the method, combined with the display of higher and higher rate of the brand Word promotion ranking method, the flow of part of the transfer to the product related words. The optimization effect at this stage is that the CTR is greatly improved, but the display volume is greatly reduced.





Project Late





two weeks after: Cost allocation 30%, multiple KPI balance adjustment, promote the late delivery, product-related search volume increased, optimize the goal for the display volume and click the amount of ascension at the same time, focus on optimizing the CPC, so that all KPI indicators can achieve




Why did
do that?


later, continuous optimization of the account keyword consumption structure, focus on the promotion of product words and brand words, so as to achieve a comprehensive display of share and CTR at the same time to enhance the goal, through the display volume and click to upgrade the optimization method, continuously reduce the CPC, improve the promotion of relevance and creative quality.





Main optimization methods: Selective matching extended adjustment, creative optimization, bid promotion (long tail word), at the same time the wrong peak promotion (staggered bidding peak to the peak of the click) in accordance with the period of reasonable consumption of traffic to reduce the CPC, to achieve maximum clicks, save the promotion costs, as much as possible to increase the click rate and