Can you really use the SEM keyword 2/8 rule? As a SEMer, if you want to master the unique skill of bidding, you must learn to flexibly use the 2/8 principle in practice. The so-called 2/8 principle means that 80% of the keyword consumption in the account will focus on 20% of the keywords. If we control the 20% of the keywords, it means that you have controlled the entire account, especially for some large accounts. Since we all have an eyebrow, how can we control these 20% keywords? Is the focus of the next question. First, it is an accumulation process to sort out the 20% keywords in the account How many correct positions have you used to set up three SEM accounts? A high-quality account structure is crucial to the promotion effect, which can make the promotion more effective with less effort. I summarized three core account building methods to share with the bidders who are troubled by account building. ◆ The first thing to do in the construction method of core and long tail words is to divide the keywords according to core keywords and non core keywords, and divide the keywords of the same dimension into core and long tail words, so as to achieve the classification of common word core and long tail word core. This method can easily and efficiently complete account setup and facilitate efficient management. This building method is very easy to use, and only needs to divide the keyword traffic How to improve the creativity of information flow advertising materials? The development of information flow advertising is in full swing. Among them, the life service industry has entered the red sea of competition. The refined operation of material optimization has a growing impact on the presentation and click of information flow advertising. With the same level of consumption quota and account building foundation, only those materials that seem to be "refined" can stand out. How to improve the creativity of information flow advertising materials in the life service industry? Today, from the five major products of general life services, namely, retail (e-commerce), wedding photography, ticketing, housekeeping and cleaning, the director looks at what the excellent materials look like that far exceed the average CTR of the industry, and the exquisite structure behind them How do good ideas come into being? What is an excellent creative copywriting? How did excellent creative copywriting come into being? After reading all the information flow advertisements, the Internet noticed that some copywriters only focus on the selling points of products, and their creativity is too rigid to attract users successfully; Some focus on the expression form of creative copy. At first glance, it looks gaudy, but it is divorced from the selling points of the product itself and user needs; The truly excellent copywriting must be a combination of the two. Everything in the world is ever-changing, but it will never deviate from its basic principles. So is the birth of an excellent creative copy. Only by mastering the basic methodology, can we not Baidu search promotion writing creative basic knowledge What is creativity? It refers to the promotion content displayed in front of netizens when netizens search and trigger your promotion results, including the title, description, access URL and display URL. Keywords can position potential customers for you, and creativity can help you attract potential customers. Excellent creativity can make your promotion results stand out from many results, attract potential customers to visit your website, and further understand the products/services you provide on the basis of browsing the website, and then take conversion actions, such as registration, online order submission, telephone consultation, door-to-door visit, etc. Creative quality will greatly affect the click of keywords How to set matching method for Baidu search promotion How to choose a matching method for keywords? We recommend that you choose a matching method according to the strategy of "from wide to narrow", that is, set the newly submitted keywords as wide as possible, and keep at least two to three weeks to observe the effect. During this period, you can use the search term report to view which search terms the keywords match. If uncorrelated keywords are found, and Baidu statistics shows that they cannot bring about transformation, negative keywords can be added to optimize the matching results. If the performance of the search term report is still unsatisfactory, you can use more specific keywords, or try to use phrase matching or exact matching. How to select negative keywords How to select keywords for Baidu promotion To ensure the search experience of netizens and ultimately ensure your promotion effect, you should submit keywords that conform to Baidu's search promotion specifications. A general principle is that keywords should be closely related to the products/services you provide, so as to accurately locate your potential customers. In the following cases, keywords are irrelevant to web content: 1 It has nothing to do with your company's products, or the keywords are the company names or products of other customers or other enterprises in the same industry; 2. There is no page related to keyword content on the website; Formally, the characters you can use in your keywords include: 1 Baidu search promotion establishes account structure What is the account structure of basic knowledge search promotion? The account structure of search promotion consists of four levels: account, promotion plan, promotion unit and keyword/creativity. The promotion unit consists of many to many keyword lists and creativity lists, as shown in the following figure: promotion plan is a large unit that manages a series of keywords/creativity. At the promotion plan level, you can set the promotion region, set the daily budget, select the creative presentation method, set the promotion period management, add negative keywords and IP exclusion, and choose whether to participate in the promotion of NetLeague. The promotion unit is a small unit that manages a series of keywords/ideas. Each promotion unit has multiple keys What is Baidu search promotion Baidu search promotion is a paid for results network promotion method, which is part of Baidu promotion. Internet users search Baidu hundreds of millions of times every day, and some of the search terms clearly express a certain business intention, that is, they want to buy a product, look for a service provider, or want to know information about the product/service. At the same time, enterprises providing these products/services are also looking for potential customers. Through the keyword positioning technology of Baidu search promotion, the high value enterprise promotion results can be accurately displayed to search netizens with business intentions, while meeting the search needs of netizens and the promotion needs of enterprises The Role of Wildcards in Bidding Bidding is a popular way to optimize promotion in all industries. Although it increases the cost of promotion, it brings about actual consulting and conversion volume for enterprises. In addition to setting the title, keywords and creativity, the important exception in Baidu bidding is wildcards. Reasonable use of wildcards can better show them to users. How to use wildcards in bidding? What are the functions of SEM bidding wildcards? 1、 Definition of Baidu bidding wildcard Baidu creative wildcard is a control character used to replace keywords when writing Baidu search promotion creativity, and related to it is a sentence break Why network promotion can help enterprises bring benefits 1. It can enhance the value of enterprise websites Nowadays, a famous enterprise without a website is like an enterprise without an ID card. For the promotion of enterprise websites, it is the most direct to choose online promotion methods, so that the value of online promotion will be thoroughly reflected. Using online promotion to promote websites can further enhance the value of websites. 2. Accurately targeting potential customers, customers who come in through search keywords tend to have strong purchase intentions. They are proactive potential customers, and the conversion rate is often high. This is impossible for other promotion or advertising channels of enterprises. Even if you spend a lot of money on advertising on CCTV, it is hard to push people forward Three Tips for Setting up SEM Account A high-quality account structure is crucial to the promotion effect, which can make the promotion more effective with less effort. I summarized three core account building methods to share with the bidders who are troubled by account building. 1 The first thing to do in the construction of core and long tail words is to divide the keywords according to core keywords and non core keywords, and divide the keywords of the same dimension into core and long tail words, so as to achieve the classification of common word core and long tail word core. This method can easily and efficiently complete account setup and facilitate efficient management. This building method is very easy to use, and only needs to divide the keyword traffic
