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search engine promotion
Mind map about search engine promotion, What is the difference between SEM and SEO? What sem does is to comprehensively and effectively use search engines for online marketing and promotion. sem pursues the highest cost performance, obtains the largest number of visits from search engines with minimal investment, and generates commercial value.
Edited at 2023-05-13 18:38:49- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
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This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
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search engine promotion
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
- Reproductive development of animals
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
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search engine promotion
User search habits
needs, pain points
Search online
Click on ideas that match your needs
Visit website
Consult/Purchase/Download App
between users and advertisers Internet marketing behavior
user:
User enters search terms
Ads are shown to users
Click to view website
Get information/resolve needs
Optimizer:
Optimizers buy keywords
Show creativity
Provide access to landing page
Has information/conversion component
Search engine bidding process
search
filter
bidding
show
The difference between SEM and SEO
What sem does is to comprehensively and effectively use search engines for online marketing and promotion. sem pursues the highest cost performance, obtains the largest number of visits from search engines with minimal investment, and generates commercial value
seo refers to the internal adjustment and optimization of the website based on understanding the natural ranking mechanism of search engines. Improve the website's natural ranking of keywords in search engines, thereby obtaining more traffic and ultimately achieving the purpose of brand building or product sales.
Ad account type
Regular business owner
Non-enterprise households
frame household
port
Five elements of account structure
plan Clear architecture Easy to manage
unit Distinguish parts of speech Ensure creative flow
Key words Delineate the crowd and attract the audience creativity Attract attention and deliver targeted information landing page Provide targeted information to promote order conversion
The meaning of dividing plans and units
plan
1. Effectively control the launch area, time, and budget, and better calculate ROI (production ratio) 2. It is more relevant when expanding keywords, writing creative ideas, and planning landing pages. 3. Better improve the conversion rate of each ring:
unit
1. Convenient for creative writing, no matter which keyword is matched in the same unit, the readability is very high: 2. The account is clearly organized and easy to manage, increasing customer click-through rates, improving the quality score of key keywords given by the system, and reducing promotion costs. 3. Landing pages can be planned in a targeted manner. The landing pages are highly relevant and increase the promotion effect.
keyword category method
Divide plans according to keyword categories
Divide units by product words
Principles and elements for building a gold account
clear structure
Clear priorities
Reasonable geographically
Sufficient quantity
Rich in creativity
Keywords and search term concepts
Key words
Keywords are words selected based on business needs and used to locate potential customers. The purpose is to match your own promotional information when netizens search for this word. Bring promotional value and benefits to the enterprise. The essence is to spend money to buy traffic to promote transactions. Bring benefits to the enterprise
search term
Search terms refer to specific words that netizens use when searching on Baidu.
Keyword classification Features and gameplay
part of speech
brand words
Features: Clear search goals and high conversion costs Usage: Establish brand image, highlight reputation and brand
Product word
Features: Clear about needs, but not clear about brands Usage: Use with creativity to highlight the advantages of products/services and promote user purchases
Regional words
Features: relatively high requirements on region, locality, distance, etc. Usage: combine product words with regional advantages, fast door-to-door delivery, etc.
Competing product words
Features: In the customer decision-making stage, intercept peer traffic Usage: Test a small amount, pay attention to the conversion situation, and use creativity to highlight your own advantages
common word
Features: Large traffic, unclear demand, low conversion Usage: Lower bids, tighten matching methods, and focus on back-end conversions
activity word
Activity words: product words, customers are more sensitive to price Usage: Use with creativity to highlight price advantages, discount promotions, limited time sales, etc.
core words
long tail words
Features: Clear demand, small traffic, low cost, good conversion Usage: Expand traffic, low bid
Conversion/traffic situation
Conversion situation: Brand words>Product words>Long tail words>General words Traffic situation: general words>product words>long tail words>brand words
Attributes
Keyword intent analysis practice
Specify keywords and use word segmentation tools to segment words. Requirements: 1. The planning unit level is independent of each other and completely exhaustive; 2. The unit contains keywords with the same part of speech and similar meaning; keyword segmentation tool 3. Ensure that 80% of the keywords in the account are in the 2-3 stage keywords, and no invalid words are reflected in the account.
keyword expansion
tool
keyword planner
5118
Panda Keyword Tool
Search box drop down words
Baidu Index
Assembling words
PC optimization center
Search term report
method
First-level core words
Secondary concerns
look forward
look backward
Word segmentation ideas
Understand the business
Know your users
Sort out the priorities
Extension of words
Participle
Keyword matching pattern
Smart matching
phrase match
exact match
Keyword URL tracking purpose
Conversion statistics
data analysis
Delivery adjustment
Keyword ranking/click price
Ranking
Factors affecting ranking
Account budget
Product profit
intent keywords
match pattern
Industry rules (low and peak seasons)
Promotion effect
Bidding factors
intensity of competition
Conversion cost (customer acquisition cost)
expected ranking target
Budget range
keyword quality
Estimated CTR: Historical CTR
Business relevance: keywords, creative ideas, landing pages
Landing experience: website content, website quality
Keyword click price = next bid × next quality ÷ your keyword quality 0.01
Ranking = bid × quality
Keyword Bidding Tips
Intent-based keyword bidding tips
Find 20 core words and calculate the system’s average bid
Based on keyword intent
1. Information gathering stage - interested - 40%-60% of the core price
2. Product comparison stage-want to buy-----60%-70% of the price of core words
3. Decision-making purchase stage-who to choose-----Core word price 100%
Bidding techniques based on keyword matching patterns
Find 20 core words and calculate the system’s average bid
Exact match-core keywords 100%
Phrase matching-core keyword bid 50%-60%
Intelligent matching-core keyword bidding 20%-30%
Reasons for not using recommended bids
The recommended price is not accurate enough - false
Recommended price is too high
whale cloud
no word
effect
Block spam traffic
Reduce waste consumption
Reduce conversion costs
Classification
Guangfou
The negative word is based on the search term if it contains any word of the keyword, As long as the search term contains completely negative words, it will not be displayed.
Accurate or not
Exact negative words, the search words must be exactly the same to not be displayed
Plan-level negative words are effective for the unit, and unit negative words are effective for the unit.
Application scenarios
maliciously clicked words
The core word plan excludes traffic words
Does the high-priced word plan remove low-priced words?
High-conversion words exclude words that consume more conversions.
How to deny words
During the word segmentation process, sort out the negative words that are irrelevant to the industry/business
5118 Irrelevant and rejected after high frequency extraction
Optimization center
Search term report
creativity
effect
1. Attract the attention of netizens. Only by catching the eyeballs of netizens can the advertising creative be clicked.
2. Avoid invalid traffic and conduct preliminary screening of traffic through appropriate creativity.
3. Guide users
style
Basic creativity
Ad title
Ad description
Creative components
picture
Sub-chain
text
list
video
clue
make
Creative Title Creative Description 1 Creative Description 2 Creative Pictures Visit URL
The role of wildcards
Replace/reduce
Attract netizens’ attention/increase click-through rate
creative content Write bullet points
Related
smooth
Fluttering red
Skill
Simple and clear, highlight the selling points and advantages, and have a strong correlation with the unit keywords
Five criteria for good or bad
1. Creativity has practical benefits and gives visitors the urge to click: 2. Consider whether the page has content and whether it can bring about conversions; .3. Consider what you want visitors to focus on. Creativity can guide customer quality; 4. Does the creativity make good use of different keyword display styles? 5. Whether to consider the display style of the mobile terminal;
landing page
The role and importance of landing pages/topic pages; Be familiar with the common components of the page and the meaning behind it, and master the special page planning process. Proficient in using the intelligent website building tool Jimuyu and the usage skills of each component of the Jimuyu backend
content
Highlight product value
Highlight the overall impression of the brand
Emphasis on user value
User retention
Landing page content should be consistent with creative content
design
Above the fold and title
Contrast color differences to highlight key points
Pictures that resonate with users
Repeat and highlight important content
OCPC
It is an intelligent volume-scaling tool that can reduce the workload of operators, help advertisers control costs, and increase conversions.
Delivery principle
Identify the behavioral characteristics of "converted" users, find high-quality traffic, and expand high-converting groups. The system will automatically lower bids and narrow display.
Four bidding methods
cpc
eCPC
OCPC
CV max
Delivery method
default
limited
exclude
Delivery scope
the whole plan
single plan
Multiple plans
Search Advertising Principles
five quantities
Display volume
Clicks
Views
Consultation volume
Order quantity
Four rates
click rate
Visit rate
consultation rate
Conversion rate
Baidu bidding account common problem
external factors
Increase in competitors
Opponent adjusts strategy
single region
Unpopular products
Internal factors
Keyword strategy conservative
Match pattern is too conservative
Too few keywords
Too many no words
Promotion period is too narrow
small budget
Search promotion business Recommendation process
1. Analyze the business and what products the business can be divided into
2. Collect industry placement information and competitive product placement methods
1. Industry keyword placement situation
2. Creativity, pictures, selling points
3. Landing page
3. Plan a landing page suitable for your product
4. Expand keywords
5. Segment words, build plans according to product and business, create units according to parts of speech, and bid for keywords
6. Based on the pain points of the product, our strengths, sales, writing ideas, improving creative components and various advanced ideas
7. According to the requirements, improve the delivery budget, region, time period, run ocpc to set the conversion path, and prepare the ocpc package and business shield.
8. The entire process needs to be checked from beginning to end. Newcomers need to go through it with the leader to confirm that there is no problem before starting.
Analyze accounts layer by layer
Account level
planning level
unit level
keyword level
creative level
Website/landing page level