- SEM brief introduction
Just a little bit about SEM And information flow , Simply speaking , Users search for a keyword through a search engine , Match the advertisement information corresponding to the key words , This is SEM advertisement .
1.SEM The difference from information flow ：
SEM It's user active search , Match ads with keywords ; The flow of information is that advertisers make directional recommendation , Users passively receive advertisements .
- SEM And SEO The difference between ：
SEM It's through bidding for the specified keywords , Improve the ranking of web pages ;SEO By optimizing the weight of the website , Improve your ranking .
Two 、 Accounts
Like information flow , To promote, open an account first . Find the corresponding channel agent to open an account , A lot of search applications are doing , For example, the newly opened headline search , But the main channels are Baidu and Sogou . The information needed to open an account is the same in every industry , Take the game industry for example , Opening an account requires ： The business license 、 Launch link 、icp、 Text on the Internet 、 Soft wait . The time of opening an account is expected to be 1-5 God .
There are clues to the way data is accessed 、JS Code 、 Consulting tools 、 application , If you're promoting apps , You can also upload application packages or application links directly .
3、 ... and 、 Build accounts
You need to know the information before you do anything , Before you set up an account, you need to ：
Promote products , Understand its positioning 、 The selling point and the most important audience portrait ;
Competitive product information , Understand the audience of the competition , Broaden your keywords ;
Promotion needs , Understand the promotion needs and objectives ;
Promotion budget , The size of the budget given by the company will affect the construction of the account .
SEM The focus of the project is on keywords , So the steps to build an account are ：
1、 Look for the core words
The core word is the most important foundation , The core words mainly promote products through analysis 、 Understand the needs of the company and get , To put it simply, you need to know what you want to promote .
2、 Expand keywords
The key words are expanded through the core words , The main development ideas are ：
1） Analysis industry , We can start from the upstream and downstream of the industry ;
2） The brand name ;
3） Analyze the product , Analyze the types of products 、 Function, etc ;
4） Search habits ： As wrong as a word 、 Synonyms, etc ;
5） regional ： Is there a geographical limit to the product , Or highlight the region ;
6） Price ,1 element 、 Special Offer 、 How much, etc ;
7） ranking , best 、 Which one is better to wait for .
It's very difficult to form words by yourself , Mainly rely on tools to expand words , You can pay attention to Baidu Index , According to Baidu Index to understand the relevant key words and the fastest rising key words , Add to the account as needed ; Or search directly in the search engine , There will be related push results ; Or search the core words directly in the word extension tool , Words that users have searched will appear , And then according to the word expansion of the core words .
3、 Keyword classification
Expanded keywords , You must have a lot of keywords , At this time , You need to sort these keywords , First, classify the words with similar meaning , Then classify the words with the same part of speech .
- Filter keywords
Categorize keywords completely and you'll find , Many words developed by word extension tools are meaningless or irrelevant , You need to delete words from your list , Build a negative list , Prevent the system from appearing in the process of promotion . Classified words , You need to rank by relevance , Then according to the company's promotion target or promotion budget , Control the amount of words .
- Account institution
Actually, finish the first four steps , You already have a rough account tree , You just need to fill in the keywords according to the account structure .
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