This article explains the optimization and production of old customer promotion plans. The principles and methods of quality optimization include certain standards for keyword classification, account structure division and creative optimization addition in the production of customer plans, and explains Optimize relevant standards and ideas for reference by frontline consultants.
Plan planning and optimization for old customers should follow the following steps:
1. Screening optimization goals: The focus of quality optimization work needs to be on the optimization of one-star keywords, while paying attention to two-star and three-star keywords. If there is a decline in star ratings, timely optimization must be done; through the promotion assistant, it can be easily Easily find one-star keywords in your account, follow these steps:
Open the Promotion Assistant and find the "Advanced Search" button
After clicking to enter the advanced search, select the search condition as "Keyword Quality Degree" = "1", click OK, and you can find all the one-star keywords in the account;
If you want to optimize two-star keywords or three-star keywords, you can follow the above steps and change the final filtering condition to = "2" or "3"
2. New classification of keywords + reclassification of structure: After filtering out all target keywords (one-star keywords), these keywords need to be reclassified. Note here: (1) All one-star keywords The star words are all transferred to the newly created plan or unit. You can choose whether to create a new plan or a new unit according to the number of keywords; (2) All transferred units must ensure that the keywords contained in them have "the same part of speech", "Theme is consistent"; all the creative ideas of the original unit need to be retained so as not to affect the historical performance; (3) In each new unit, it is necessary to ensure that all one-star words can correspond to at least 3 creative ideas, and the creative ideas can be according to the following Add creative requirements; (4) Continue to pay attention to newly added keywords or resubmitted creative units, and be sure to ensure that each keyword has at least one click; (5) Division of new plans and units It must be perfect and reasonable to ensure that the original plans and units can be gradually replaced. When the one-star keywords in the unit have been improved and stabilized, keywords of the same type as the original ones can be gradually transferred in. After completion, the original plans and units can be gradually replaced. Some plans and units are on hold;
Quality optimization tips: You need to pay special attention when submitting keywords: it is recommended to use broad matching, especially long-tail expansion words with more than 3 combinations; but for a single core word, you can add broad matching at the same time , and submit the word that uses exact matching again at the same time; core words that use exact matching tend to appear in the exact result position on the left, and keywords that use broad matching tend to appear in the left promotion link (PPIM).
3. Creative optimization and addition: The creative ideas to be optimized and added need to meet the following conditions: (1) In the title and description of the creative idea, wildcards need to appear in the top box (the top box will be red); (2) The title should appear in the form of a short sentence as much as possible, and the short Separate sentences with "spaces"; (3) In addition to using wildcards as meaningfully as possible in creative ideas, you also need to increase the number of words contained in keywords to increase visibility; (4) Creative ideas need to be smooth and smooth. And it is necessary to ensure that the keywords contained in the unit can be imported smoothly; (5) When displaying the URL address, the complete main domain name needs to be filled in, without adding suffix symbols; such as: ( www.baidu.com is correct) ( www.baidu.com /tieba error); (6) The link URL address needs to point to the actual product page. It is best that the page only has one (category) product introduction related to the keyword, so as to improve the relevance of the website;
4. Target page positioning: It is necessary to follow the principles in the above creative ideas to ensure that the link URL address is linked to the corresponding product page and that the page should preferably have only one (same type) product; it is also recommended that customers optimize the website and navigate the product navigation of the website and product classifications are constructed more completely and clearly to enhance the relevance of website content and creativity.
5. Optimization effect evaluation + continuous cycle optimization: The current refresh time of the quality degree is "irregular", so after optimizing the quality of existing keywords, you need to continue to pay attention, summarize the changing rules of the quality, and combine Optimization method, find the most effective quality optimization method!
The quality evaluation period for newly launched keywords is three days, so try not to modify the new plan within three days of its launch; after three days, you need to follow up and evaluate the quality of the keywords in the plan. (One-star) keywords need to be optimized intensively, while the two-star and three-star keywords need to be continuously optimized while adjusting bids to enhance competitiveness;
Tips for quality optimization: For keywords that have no clicks at all, the improvement in quality is very insignificant. Therefore, after optimizing the quality of keywords, you need to ensure that the keywords can be displayed and clicked, especially clicks at least once, so as to ensure that the optimization work can be reflected in the quality as quickly as possible. Upgrade the star rating.
Editor in charge: Changchun Xiaohe, author of Yangyang_SEO’s personal space