Search engine marketing (English abbreviation: SEM) has become a very popular online business promotion method, but some companies have opened promotion accounts, but it is not clear which indicators to use to measure their own promotion results. What are the general indicators for conducting SEM? How should companies optimize?
As we all know, the SEM effects pursued by different companies are different, but the commonly used measurement criteria mainly include traffic, online consultation, registration, and even actual transactions. The corresponding KPI indicators are: clicks, consultation volume, registration volume, investment Return rate and so on. More SMEs, because of their own conditions do not have or business characteristics, decided that they set only some primary indicators, such as traffic, or online consulting. While some large companies or special industries, such as e-commerce, will set up multi-level and multi-type KPIs. In addition, the formulation of KPI also needs to follow the SMART principle. That is to say, the developed standards are specific, measurable, attainable, realistic, and time-bound. However, no matter which target or target is pursued, companies must master some good optimization methods in order to achieve good promotion results.
In the actual operation process, optimizing the search engine marketing effect can have two directions - increase economic efficiency and shorten the time cost. Improving economic efficiency means that the same promotion cost brings about a better delivery effect; shortening the time cost reduces the time taken to achieve this effect in the case where the established promotion effect is unchanged. Here will focus on how to optimize by reducing the time cost.
In theory, in order to improve the effectiveness of promotion, companies should count the number of presentations, clicks, click prices, target conversions, etc. of these words after they have been placed, and then filter the keywords according to their specific needs. However, in practice, as companies often adjust their promotion strategies, such as suppressing competitors, following competitors, etc., these parameters will be adjusted or changed accordingly. If statistics are only performed manually, it will inevitably consume a lot of time and Manpower is also not realistic. Conversely, if you can use the SEM intelligent management tools for statistics, you will do more with less.
Taking the amount of consultation calls brought about by keywords as an example, in the case of constant promotion costs, how do companies want to get more telephone consultations? I think that first of all, we should count what words are put into the keywords and how many words are brought in. Then we can count how much it takes for these keywords to bring a phone call. As a result, different keywords will be discovered. Cost-effectiveness is not the same. In order to improve the effectiveness of keyword launches, you should increase the value of keywords with high performance-price ratios, improve search rankings, reduce the number of keywords with low cost-effectiveness, and eliminate those keywords that are invalid. In addition, you can also take a look at competitor's key words and introduce competitors' high-quality keywords.
The amount of telephone consultation is just an example. Traffic, registration, comments, and even direct purchases are the same. The account optimization method is the same regardless of the purpose of the company's keywords. Of course, these tasks are also difficult to accomplish simply by hand.
It is worth noting that with the gradual development of search engine marketing, SEM intelligent services are also increasingly mature, so my advice is that companies need to do more to understand SEM related knowledge, accumulate SEM decision-making experience, improve the level of decision-making, as The specific data statistics, bidding, etc., are given to the intelligent service platform. This way, not only can the same promotion cost be used to obtain better promotion results, but also the time cost of the enterprise management SEM can be saved.
As we all know, the SEM effects pursued by different companies are different, but the commonly used measurement criteria mainly include traffic, online consultation, registration, and even actual transactions. The corresponding KPI indicators are: clicks, consultation volume, registration volume, investment Return rate and so on. More SMEs, because of their own conditions do not have or business characteristics, decided that they set only some primary indicators, such as traffic, or online consulting. While some large companies or special industries, such as e-commerce, will set up multi-level and multi-type KPIs. In addition, the formulation of KPI also needs to follow the SMART principle. That is to say, the developed standards are specific, measurable, attainable, realistic, and time-bound. However, no matter which target or target is pursued, companies must master some good optimization methods in order to achieve good promotion results.
In the actual operation process, optimizing the search engine marketing effect can have two directions - increase economic efficiency and shorten the time cost. Improving economic efficiency means that the same promotion cost brings about a better delivery effect; shortening the time cost reduces the time taken to achieve this effect in the case where the established promotion effect is unchanged. Here will focus on how to optimize by reducing the time cost.
In theory, in order to improve the effectiveness of promotion, companies should count the number of presentations, clicks, click prices, target conversions, etc. of these words after they have been placed, and then filter the keywords according to their specific needs. However, in practice, as companies often adjust their promotion strategies, such as suppressing competitors, following competitors, etc., these parameters will be adjusted or changed accordingly. If statistics are only performed manually, it will inevitably consume a lot of time and Manpower is also not realistic. Conversely, if you can use the SEM intelligent management tools for statistics, you will do more with less.
Taking the amount of consultation calls brought about by keywords as an example, in the case of constant promotion costs, how do companies want to get more telephone consultations? I think that first of all, we should count what words are put into the keywords and how many words are brought in. Then we can count how much it takes for these keywords to bring a phone call. As a result, different keywords will be discovered. Cost-effectiveness is not the same. In order to improve the effectiveness of keyword launches, you should increase the value of keywords with high performance-price ratios, improve search rankings, reduce the number of keywords with low cost-effectiveness, and eliminate those keywords that are invalid. In addition, you can also take a look at competitor's key words and introduce competitors' high-quality keywords.
The amount of telephone consultation is just an example. Traffic, registration, comments, and even direct purchases are the same. The account optimization method is the same regardless of the purpose of the company's keywords. Of course, these tasks are also difficult to accomplish simply by hand.
It is worth noting that with the gradual development of search engine marketing, SEM intelligent services are also increasingly mature, so my advice is that companies need to do more to understand SEM related knowledge, accumulate SEM decision-making experience, improve the level of decision-making, as The specific data statistics, bidding, etc., are given to the intelligent service platform. This way, not only can the same promotion cost be used to obtain better promotion results, but also the time cost of the enterprise management SEM can be saved.
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