Maritime IT Vocational Education College is a professional school engaged in computer training. It has just established a branch school in Shanghai. If you want to start online recruitment, refer to the search engine bidding promotion process:
1. Material preparation
①Keyword
marketing target
market environment
audience population
②Creative writing
Creative fluent, red, attractive
Three elements of creativity: (title, description, URL (display, access))
③URL
Key words
Determine the core promotion keywords:
①According to marketing needs
②Website content
③Related search
④Related tools
Determine the core keywords:
According to KPI (Brand Orientation: Mainly searched for words, supplemented
by effect-oriented) According to promotion needs (most important),
according to budget (Sufficient: Mainly for words with high search volume, supplemented by effect-oriented) Insufficient: do (product , Brand, general)
Expansion of related keywords:
keyword planner (traffic query)
phrase combination (keyword assembly)
search term report
website statistics tool (Baidu statistics (traffic source), webmaster platform, IM instant tool, business link)
Keyword grouping:
core word grouping method
general classification grouping method
grammatical structure (word order inversion, statement and question)
bid:
Set bids through the initial price and customer service
bids (first estimate 100, and then average the same type)
sampling bids ()
shave bids (set time period, region, matching method-precise plan and phrase plan)
Matching mode:
Set matching mode:
Accurate: keywords and synonymous variants of keywords, it is not recommended to set precise (price is too narrow)
phrases (core, synonymous (recommended))
extensive (not recommended to set, the budget is not good to set)
Core words: precise, synonymous inclusion
Long-tail words: broad, core inclusion, synonymous inclusion
brand words-non-affiliated brands, rarely used precision, core words generally include meaning, long tail words generally use core inclusion (+ negative Keywords)
Product words: core words, long-tail words with a large search volume;
(decrease 20%-50%; bid * (1-20%-50%))
Symbols for different matching patterns:
Broad
Phrase: (Core includes: "{}"; Synonymous includes: ""; Precise: [])
Theoretical click price <= actual click price <= bid
theoretical click price = next comprehensive ranking index / keyword quality degree + 0.01
comprehensive ranking index = quality degree * bid
Lowest bid: the commercial value and quality are jointly determined (the higher the quality, the lower the lowest display price)
Quality
Negative quality score: 5 stars and 10 points
. Factors affecting quality:
①Affect keyword ranking (under the same price, the higher the quality, the better the ranking, comprehensive ranking index = quality * bid)
②Affect the placement of keywords Left ability (0-1 star and half star, no left-right ability)
③Affects the minimum display price of the keyword (the minimum display price is determined by the commercial value and quality of the
keyword ) ④Influences the click of the keyword Price (click price = next comprehensive ranking index/keyword quality + 0.01)
ultimately affects the return on investment of the entire account
Factors affecting quality:
①Click-through rate (ranking and bidding, and special creative styles)
②Creativity (popularity and fluency)
③Relevance (keyword relevance-the relevance of keywords and main business, keywords Relevance to creativity and URL, relevance to keywords in the same unit-the same structure, similar semantics)
④ Historical performance of the account (the effective date of the account, the historical data of the account, the proportion of the effective keywords of the account, in the same unit Keyword quality)
Creativity:
Creativity: red, smooth, attractive, and relevant
Wildcard:
promotion position: title (50 characters)>description one (80 characters)>description two (80 characters)
right promotion position: title (28 characters) ) Only show description one (40 characters)
URL settings
The settings need to be relevant.
Add tracking symbol: generate (Baidu statistics-website center-designated advertising tracking) (preferably filled in with Quanpin)
source hmsr, plan hmpl, unit hmcu, keyword hmkw
Related account settings:
① Promotion budget setting (account level and plan level (preferred); the planned budget will generally go offline only if it exceeds a little bit, and the minimum daily budget can be set to not less than 50 yuan.
② Promotion area setting (account level and plan level (preferred), search area positioning is set in the background by default, and it is turned on by default)
③ Promotion period setting (plan level) 8:00——12:00; 13:00—— 18:00; 19:00——22:00
④ IP exclusion settings (account level and plan level, plan to set shielding strategy, manual addition can only be account level)
⑤ Exact matching extension (account level; advanced exact matching extension/region Matching expansion; can only be set in the background, the default is open)
⑥ Creative display method (plan level (preferred))
⑦ Mobile bidding ratio (plan and unit, unit is better than plan)
Advanced creative style:
蹊道子链(additional creativity) : For the unit, output 9 characters at most, 5 sub-chains, add at least 3, best add 4; the word count gradually increases.
Business bridge: Business bridge mobile information inquiry, you must install the business bridge (installation-in Baidu statistics )
Offline treasure: (Entering a phone number is equivalent to calling him)
Flash cast: Contains pictures
Flash cast promotion: Fengchao Project-Choose a plan-Ordinary Creativity -;
Fengchao Headline: It is the most commonly used computer (picture, Sub-chain (up to 5 sub-chains, a total of 50 characters, it is recommended to add 3 sub-chains, and the sub-chain addresses should not be the same; strong style recommends adding 3, additional charges will be charged))
Golden booth is the most commonly used mobile terminal
Creative writing characteristics:
Brand selling point: school establishment time, how many talents have been successfully exported, and how many people successfully employed.
Service selling point: what is the appeal of the course, how many expert teams develop the course system.
Selling point: price, preferential treatment
Crowd (what to pay attention to) to open up visibility in the early stage and expand traffic
. Under budget control: lower the bid
Two, account settings
We are a related organization in Shanghai and can be
set in the surrounding areas of Shanghai. The time period is set at the peak period of each day.
Account "
Plan" (100)
Unit" (1000)
Keywords (5000) and Ideas
Excellence Standard
Project >=2
units (keywords "=30 5-15 are best; creativity >=2)
Three, online promotion
Later period: view the data report,
Product service: Internet marketing, software development, 3G/4G Android
Brand word: Maritime IT
Industry: Vocational education, IT training, computer training, computer training
Crowd: The college entrance examination did not do well, the high school entrance examination did not do well
Activities: student loans, grants, scholarships
Competitive words: Beida Jade Bird, Xinhua, 3A, Chuanzhi Podcast