A high-quality account structure is crucial to the promotion effect, which can make the promotion more effective with half the effort Three core account building methods Let's share it with the bidders who are struggling to set up accounts.

one Core and Long Tail Word Construction

The first thing to do is to key word According to the classification of core keywords and non core keywords, the keywords of the same dimension are divided into core and long tail words 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 construction method is very easy to use. You only need to divide the keyword traffic.

Take "SEM training" as an example:

We can select several long tail words that match with the keywords, such as "class", "expense", "which one is better", etc. Run for a few days and try to pick out the transformed words and put them into the core words.

Core plan (Tuo first bidding training):

Module 1 (bidding training and exploration first) - core word 1;

Unit 2 (How much is the first bidding training) - core word 2;

General plan (bidding training course):

Unit 1 (which is better for competitive training) - Common Words 1;

Module 2 (Bidding Training Course) - Common Words 2;

…………

This method is applicable to companies with a small promotion amount. There are also bidders who have less experience in account building. Although the method is poor, it is better than no method, rather than random building.

2 Process construction method

This method can be analyzed through the whole transaction process of the promotion project.

Taking "competitive training" as an example, I want to apply for a competitive training class. The first thing I want to think about is "How to learn SEM. We can divide the following dimensions:

Plan 1 (What is competitive training?): Module 1 (This is competitive training) - Common Words

Unit 2 (explain the bidding training to you) - brand words

Plan 2 (How to learn bidding training?): Unit 1 (Bidding training comes to me) - Common words

Unit 2 (Tuo first teaches you in bidding training) - brand words

Plan 3 (which is better for competitive training?): Unit 1 (which is better for competitive training) - Common words

Unit 2 (The best way to develop competitive training) - brand words

…………

The above simple example is to build a product based on the process of visitors' understanding of a product, from never knowing about bidding to starting to analyze which training organization is good, and then to finalize the final choice. This method is to split the audience of the product, never understand the final understanding, and finally clinch a deal.

This method is suitable for most products, but it needs to do a lot of sales process analysis in advance and analyze the deep effect of some keywords with data.

3 Customer demand building method

Comprehensively understand the needs of the visitor class. According to the "Marlowe needs analysis", the demand class of people can be divided into five categories:

1. Physiological needs;

2. Safety requirements;

3. Emotional needs;

4. Respect needs;

5. Self realization needs.

Set up account division units according to the above requirements. In a common word plan about "competitive training", we can divide it into five units:

1) Physiological demand unit: looking for a bidding job!

Keywords: "Is bidding easy to find?", "Is bidding easy to learn?";

2) Safety demand module: How about training?

Key words: "How are bidding institutions good?" "How can bidding institutions learn?"

3) Emotional demand unit: how about Tuo first bidding?

Keywords: "How about Tuo first bidding?", "How about Tuo first teaching?";

4) Respect demand unit: bidding can make money!

Key words: "If you want to get a high salary, go ahead and bid for high salary", "go ahead and bid for high salary";

5) Self realization demand unit: advanced bidding course.

Key words: "bidding advanced course", "bidding promotion course";

The main purpose of searching for "bidding work" is to solve physiological and living problems. The search for "knowledge is easy to learn?" is out of distrust of bidding agencies. When searching for brand words, it is emotional trust of a brand.

People who search for "high salary" want to realize others' respect for themselves. The final "high-level course" is to break through the bottleneck and achieve a higher level of self realization.

Summary:

The above three account building methods summarized by the editor have their own characteristics:

1. Construction of core and long tail words: Simple to use and build, suitable for novices, but not suitable for use in the case of a large number of keywords.

2. Process construction method: The difficulty of construction and maintenance is moderate, and a deep understanding of the promotion project is required. It is suitable for building a relatively simple promotion project.

3. Demand building method: The construction is extremely difficult and rarely used. It is usually selected when there are many promotion projects and complex types. This kind of building method has a very high creative accuracy, and will have a good click and transformation.