How to learn SEM promotion from scratch?

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These are ways to improve the knowledge, skills, and professional abilities of SEMs. In order to give everyone a deeper understanding of the underlying trading logic, today I suggest you get to grips with the following aspects of knowledge that will help you understand the underlying sem logic quickly and effectively.

The content of the article:

• First, getting traffic
• Second, we need to know where the traffic is coming from?
• Third, data analysis
• Fourth, data-driven delivery optimization

First, getting traffic

First of all, the essence of SEM advertising is to spend money to buy traffic. What we do is traffic, how much money is spent, how much traffic is bought and what is the quality of the traffic - that's what you need to pay attention to when purchasing traffic.

Second, we need to know where the traffic is coming from?

Advertising in search engines Search engine advertising is keyword-targeted advertising. Its logic is that users search for a word, and then the system uses this word to match keywords in the account. If it matches, the account will get traffic, so the keyword is the main traffic for the account, and then complemented with appropriate templates, bids, creatives, etc. to drive traffic to the account.

Account traffic acquisition has 4 dimensions:

• Account structure direction: keywords, blocks, plans;
• Direction of delivery: terms, equipment, region;
• Intelligent direction: OCPC, crowd, search area, expansion;
• Invalid traffic + malicious traffic: no words, IP, visitor code, etc.

We use accounts to control how traffic is received at these latitudes, and to control the amount and quality of traffic. To make it easier to control traffic and analyze data in the future, we need a clear account structure.

Traffic conversion

Once the traffic is received, the traffic needs to be converted otherwise your cart will be empty.

1. Traffic transformation Traffic conversion is a process. Whether the visitor clicks on an ad after seeing an ad, whether they access a landing page after clicking on an ad, whether they can get satisfactory information after the consultation, and whether the transaction can be completed after it is satisfied, every step is a conversion. It includes: text design, graphic design, landing page, customer reception, etc.
2. CreativityCreativity. Good ideas can not only attract visitors and increase click-through rates on ads, but also increase relevancy between ideas and keywords, improve the quality of ideas, and indirectly reduce promotion costs.
3. landing pageA: The landing page plays a very important role in the transmission and conversion of traffic. A good landing page can help you get ahead of your competitors. Landing page creation is often overlooked, but the impact on ad conversion is critical.

• A landing page is the first page that searchers go to after clicking on a keyword ad. The landing page can be the main page of a website or an internal page. Currently, the landing page of most Google users bidding is the home page of the site.
• The choice and creation of the landing page is focused on the product standing in the key position of the visitor to analyze the psychology of the visitor, what the visitor likes, what the visitor wants to see and how he thinks, we can determine how to make marketing bait according to product marketing. The landing page makes the user want to make a purchase, so the keyword is creative-page.
• Planning the landing page marketing logic, presenting and displaying corporate benefits and outlets, and guiding customer trust and consulting.

Customer ServiceA: Customer service is also critical, and good customer service and communication skills will also greatly improve ad conversions.

Third, data analysis

Once the links for traffic collection and traffic conversion have been placed, a post-launch scoring system is required to evaluate whether the SEM is well done overall or each link. He cannot rely on feelings, but must rely on data. Therefore, you need to install data collection, open, the entire analysis system. You need to track not only the accuracy of conversion data, but also the need to measure ads.

1. How are data indicators defined and what indicators are commonly used?
2. How to get data?
3. How to get through the data?
4. How is data tabulated and what data tables are commonly used?
5. How is the data analyzed?
6. How to evaluate the value of various data?

This is what our SEM operation should be doing, constantly accumulating data and tracking the entire SEM.

Fourth, data-driven delivery optimization

Once a data scoring system is in place, data-driven SEM placement optimization can be used, and the PDCA cycle model combined with A/B testing can be used to continuously optimize and get a good trading experience.

Find the points that can and should be optimized in every link, every dimension and every item with specific data, think about an optimization strategy, implement it, test the results, re-optimize the strategy to continually improve, continually reduce wasteful consumption, and make the money spent is more valuable, thereby increasing the effectiveness of SEM.

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Thanks for reading: SEO HELPER | NICOLA.TOP