[China Glass Network] How can we do a good job in seoer integrated marketing? How can we find optimization goals in a variety of data? How can we help the conversion data continue to improve? For details, please see the following Bosch technology seoer integrated marketing optimization points Raiders can make the optimization process simple Convenient, the optimization goal is clear and available.
Many friends who have just contacted seoer have some confusion and puzzles about seoer. At the same time, it is considered that seoer optimization is a vain thing. Today, I will simply share with you what is a seoer. At the same time, I will share with you some of my optimization ideas. I hope that I can resonate with everyone and summarize and exchange the optimization experience of seoer.
So, what is seoer (search engine marketing)? Search engine marketing is based on the search engine platform of online marketing, using people's dependence on the search engine and usage habits, when people search for information, the information to be marketed in the user before. The seoer integrated marketing can solve the single seoer marketing promotion problem of the enterprise from the singularity of the media and the single problem of the advertising form.
In other words, what is SEOer integrated marketing optimization? SEOer integrated marketing optimization, that is, search engine marketing optimization, refers to the optimization of the auction ranking, making the delivery more scientific, and more able to achieve the advertiser's goal (KPI). Through the summary of years of optimization experience, I think seoer optimization should pay attention to the following three aspects:
First, the optimization process is as simple as possible: Have you encountered the following problems in the optimization process? Usually we will get a lot of directions to improve after analyzing the data, as mentioned above to improve CTR, increase clicks, expand keywords and many more. Most of the students will be divided into several aspects, and then after optimizing the data, he will still use the same method to continue. Later, he does not understand which operation is helping the effect. Will try more. In this way, there is no effective optimization experience. It is recommended that each time the optimization action is better and simple, and then the data after the operation is completed is analyzed in detail, and the result of the optimization action is retained and retained as a later experience.
Second, the principle of selecting optimization objects: the greater the difference, the better. When receiving a large account, the account has been put into the account for a while, and the account contains various keywords, and which direction should we start to optimize? First we need to conduct essential data analysis and analyze The optimization object should follow the above principles, the greater the difference, the better. For example, keywords with relatively large expenses, keywords with lower cost, keywords with less clicks, and keywords with better click-through rates. The advantage of starting this way is that the past situation of the account can be seen at a glance, and the advantages can be quickly borrowed and the disadvantages can be quickly compensated.
Third, seoer optimization needs “innovation†but not “creationâ€: seoer optimization is a parallel process of experience and thinking. We usually need the following information when optimizing:
Industry knowledge data analysis results website monitoring data to understand the status quo of the industry. Enterprise scale assessment With the above information as a guarantee, the optimizer can open up ideas and use various information to create innovative ideas. Here is an example to help everyone understand:
The cost of a customer's general term is too high, and it is required to reduce the cost as much as possible. At the same time, the customer has a certain industry position in the industry, so the industry's key words are required to stay at a certain position (the top three), and the general optimizer who encounters such an example They will be helpless. By understanding the customer, the following optimizations can be made:
Establish different plans by generic word:
1. The average ranking of the secondary provinces and cities is 2. The major provinces and cities lower the CPC.
3. The two-level provincial and municipal general terms open a broad match model, while the broad match bid is 70% of the exact match bid.
How do we get new optimization methods? The ideas can be summarized as the following two points:
1. The opportunity you get
The relatively moderate competition in the secondary cities can occupy a higher ranking. The general terms in the second-tier cities can be expanded. The lower-cost second-tier cities can increase the registration to meet the deficits of first-tier cities. 2. Challenges encountered:
There are many customers in major cities. If the CPC optimization cost is reduced, the total number of registrations will inevitably decrease. The general words with high pause costs cannot meet the requirements of the customer's general words. The input and output are disproportionate. The general words must be kept in summary. The above example, that is, the optimizer combines the customers themselves. With the market positioning and the full understanding of the industry's relatively moderate competition in second-tier cities, this new universal word optimization method was obtained.
In summary, Bosch Technology's seoer integrated marketing optimizer implements a pragmatic service style, never falsifying, grasping the customer's industry positioning, understanding thoroughly, analyzing the influencing factors one by one, combining customer real seoer optimization needs, will optimize The strategy is formulated one step at a time.
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