Keywords word is actually in the account set up a very basic step, but it is also essential, very crucial step, account ideas identified, extension of tens of thousands of words, but if the word did not work well, it will affect the entire the effect of bidding account.
Typically, a bidding account tens of thousands of keywords needs points, roughly step is the choice of words, word sieve, grouping these three steps; and the need for all to be sub-divided basis of keywords, keyword into the word brand, product word competing products word, intent word level ...... such a step fee for a long time do not say, in case it is accidentally wrong points will fall short of many members of the auction.
In fact, as long as we sort out the various factors that affect the search and the effects of their relationship, a lot of problems would be solved. The auction is seen as a marketing promotion activities, then the starting point of all marketing campaigns are started in the target consumer needs, develop marketing programs on demand.
So huge is not hidden keywords behind the target consumer demand? Is not more is to consider it in the speech from the previous keyword management? From here to share key target audiences do Fumin network with you term management ideas.
Keyword grouping
Step substantially add keywords into account the choice of words, word screen, three steps packet;
All pending points keyword or keyword research based on historical data account, demand can be roughly divided into four keyword hierarchy of needs: the needs of the brand, the core needs, goals, needs, intentions needs.
Most often, keyword will be grouped according to the sequence: product category, keyword grouping speech two stages to go. Here to tell you from the sequence needs three groups Keywords: product categories, the target level of demand, keyword part of speech (correlation) three points lexical.
Brand Demand: This is the main part of the population have some knowledge of the brand or the brand-conscious consumer buying decisions. Including product name or word corporate brand keywords, word and other brands competing products related words.
This part of keyword search is often the highest degree of intent, the target consumers are often incremental search keyword from the generic term, product word, the word brand, competing products word, long tail terms (comparison).
Core Requirements: This part of the population is mainly just to be consumers, but also the people most in need of services or functions of the product, the product has a certain level of knowledge or understanding of this part of the alternative target audience. The core business includes the word, the word core users.
Target demand: there is a clear demand for this population target, but still in the comparison phase. This part Keywords include: wh-words, style, comparing words and so on.
Intention demand: this part of the crowd there is a demand but unclear objectives, product information surrounding dare compare interest. Including word crowd, the crowd and other points of interest.
Keywords Management and Optimization
1, Group: As a series of product categories, the extent of the parts of speech packet marking requirements packet.
2, ranking: focus on the maintenance needs of the brand, the word core needs of the population rankings, test optimization objective needs, the needs of people intent word rankings.
3, effect: the focus of the maintenance needs of the brand, the core demand effect transformation, and actively tap the demand expansion goals, intentions demand effect transformation.
4, demands: depending on the level of demand, the demands of the target population targeted in the ad creative, landing page.
5. Analysis: According to sales data to understand consumer psychology expand keyword optimization, optimize the product or service based on keyword data.