Which keywords are considered the key points in bidding promotion?

Which keywords are considered the key points in bidding promotion?

The first indicator for key words is the words that can bring conversions.

That is, after you launch a big search, some words bring in customers and generate transactions. Based on the transactions, you will calculate which words are more valuable.

For example

A word: How much does a thigh ring cost? B word: Which thigh ring suction is best?

Both words are based on conversion words.

For word A, the general transaction price is between 6,000 and 9,000 yuan; the conversion cost of the word is between 2,000 and 3,000 yuan;

The general transaction price of B word is 20,000-50,000; the conversion cost of the word is 4,000-5,000;

Think about it carefully, the words that can bring more revenue and conversions are the key words! Do you agree with what I said?

High-consumption, low-conversion words are not the key words. Low-consumption, high-conversion and high-consumption, high-conversion words are the key words.

Relatively speaking, word B is our key word, but it is all relative, how do you explain this?

Let me give you another example.

In order to meet the performance target (assuming the assessment is the number of hospital visits), an advertising optimizer promoted the key word "hair removal" in the account.

The job was done at the hospital, but we lost money on every job. Then the on-site consultant started cursing, saying this was XX bidding, what kind of customers were they booking, they forced a double eyelid in one day (industry rhetoric), how could they earn the commission this month?

The nurse was also furious. What's wrong with these internet marketing people? They have been working on this meaningless job all morning. Humph!

So for enterprises, are these words key words? Should I reconsider this?

From another perspective, it's about book knowledge.

When we are creating an account, we analyze keywords according to the user's decision-making path, which is roughly: encountering a problem, attracting attention, generating interest, making comparisons, deciding to buy, and post-purchase experience.

At every stage, there are words that can bring about transformation. Let me give you an example. When encountering problems, there are two types of users: new house decoration and air conditioner replacement.

Which one should we focus on? Is it the exchange of old air conditioners for new ones? The reason is that the transaction intention is clearer.

So when we create an account, we should think about key words!

If it’s still not clear, here’s a summary.

1. Conversion keywords: The keywords that can bring profits to the entire account are the most important words in the account.

2. Conversion search terms: Search terms represent users’ search habits and search awareness to a certain extent. If conversion search terms are already available, these terms are also key terms of the account.

3. Advertising has not started yet: Without accumulated data, it is impossible to start with conversion. In this case, the core words of the industry are generally the key words in the early stage. Because they are related to the industry, they are bound to have more traffic and are more expensive, so they require extra attention.

4. Pure traffic words: can bring high traffic, but are consumed very quickly and require special attention. In different industries, industry words and traffic words are separate. Take the moving industry as an example. Moving is both an industry word and a traffic word. The two words "moving" represent too many different intentions and are high-traffic words that cannot be abandoned.

Clarifying the key words of an account is to determine the direction of the account's delivery. Key words are only one of the links. Distinguishing the primary from the secondary is important, but comprehensive coverage and layout must also be taken into consideration.

Author: SEM Thinking

Source: SEM Thinking (sem_sw)

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