Search engine marketing can be roughly divided into five stages: customers generate demand - keywords describe demand - search engines give results - customers find that they meet their needs - click to open the page and enter the conversion stage
So how do you create a high-quality advertisement? First: Build a product vocabulary The general word library can be simply understood as a detailed introduction of the product, including color, size, attributes, user groups, scenarios, etc. On this basis, the title and search terms of the listing can be optimized. More importantly, non-product attribute words can be negated, which can ensure accurate matching of the early advertising accounts. Some people would say that products should be naturally matched in the early stages, and whether they are relevant or not is not important, the only purpose is to attract more exposure. However, if a customer searches for a white T-shirt and your product is gray, is the likelihood of purchase high? So in my opinion, the first step of advertising is to build a vocabulary, understand which words should be used and which words should not be used, and we only choose words that are suitable for us and suitable for us at a certain stage, that's enough. For categories that we are not familiar with, this step may be omitted, and we need to test the words. Second: Deep understanding of keywords You can establish such an understanding that the larger the keyword, the weaker the conversion rate. The more accurate the keyword, the higher the conversion rate. Take Bluetooth headsets as an example. In most cases, in terms of display volume: headsets> Bluetooth headsets> Sports Bluetooth headsets> Sports Bluetooth headsets for men> Sports Bluetooth headsets for men red. In terms of conversion rate: headsets< Bluetooth headsets< Sports Bluetooth headsets< Sports Bluetooth headsets for men< Sports Bluetooth headsets for men red Third: The quality of advertising should be thoroughly controlled The principle of deduction is as follows: your fee = next person's bid * (next person's quality score / your quality score) + 0.01. Amazon advertising does not have a specific keyword quality score indicator like Google, Baidu, and Taobao; it is invisible, so we need to control the quality indicator as perfectly as possible throughout the entire advertising process. We can optimize from the following aspects: 1. Advertising account structure A. Improve the advertising structure A good advertising account has a certain structure. The structure of an advertising account can be classified in two ways: first, based on product classification, it is recommended that each product has a separate advertising group; Second, the attributes of keywords. The different attributes of keywords are classified according to the population, usage scenario, and synonyms, and the activity groups are segmented according to the user's search needs; Some people will also classify different matches, which actually depends on personal needs. B. Use as many keywords as possible, but the premise is that they must be accurate Keywords should cover as many types of words as possible, from core to precise to long-tail, and at the same time cover different search intentions. Try to find as many long-tail words as possible to get greater returns with less investment, but the premise must be accuracy. Only precise words can bring conversions. C. Backend keyword optimization and listing are carried out simultaneously Optimize listings based on keywords with more sales, focusing on optimizing titles and search terms. Optimization is not as difficult as you think. Generally, the key optimized keywords are placed in the title, and the related keywords are separated by commas in the five lines. In addition, when optimizing listings, you need to optimize the main picture to ensure that the main picture can attract buyers. The centralized optimization of advertisements is generally carried out according to indicators. For example, I may not consider words with a CTR lower than 1%. Then I should select them in the advertisement screening tool and pause or perform other operations based on the display volume and conversion rate. Sometimes, the display volume is centralized optimized, as well as other factors such as ACOS. The main indicators are click-through rate, display volume, acos, single click and conversion rate. A. Monitor separately, set up product core word advertising campaigns, and manage advertising groups separately B. Increase the bid. Use a higher bid + core word broad/phrase + negative setting. After maintaining stability for a period of time, the quality of the keyword will be improved. At this time, you can slowly lower the bid. C. BID+ Use BID+ to push the core keywords to the homepage or even the first line D. The B+C operation needs to be performed after becoming proficient, after all, drivers sometimes fail in this way. 4. Reasonable use of negative words Accurate traffic can be understood in two aspects: what I need and what I don’t need. So in the ad group, you need to always remember what you don’t need, so that the ad group will get better and better. Fourth: Comprehensive data monitoring system Advertising is actually data. We need to look at the data adjustments behind it, regardless of what the word is. The reason is that sometimes we have certain subjective ideas in judging keywords. Once this subjective idea is established, it is difficult for us to do a good job of advertising. Instead, we keep having the idea that I think this word is good. Fifth: Keep the concept of ACOS in mind If the product’s initial ACOS is too high or extremely high, then you don’t need to pay too much attention to it at this time. After all, the initial word testing requires costs. In addition, when the competition with competitors becomes fierce, ACOS is not that important. Everyone is looking for more traffic and more transaction opportunities. Normally, it is normal for advertising investment to account for 5% to 10% of total sales. If it is lower than 5%, the advertising strategy is too conservative, and if it is higher than 10%, the product profit will be lower. In general, the ACOS indicator is uncertain, and the reference weights of ACOS at different stages are different. However, it is very important to control the proportion of advertising expenses to sales. It is important to understand that the purpose of advertising and optimization is to generate substantial profits. |
