Last week, I mentioned the overview of e-commerce - the e-commerce market . This week, Bruce will focus on keyword search marketing and put forward some key points that should be paid attention to when operating, for your reference if you don't know how to proceed:
1. The advertising account structure is the foundation, so it must be built well!
When operating keyword advertising , the account structure must be clearly constructed. A clear and purposeful advertising account structure will enable you to easily capture the information you need and see through the meaning behind it when using GA to analyze relevant data.
If you use Adwords to connect directly to GA, of course it is very convenient to view it directly. However, if you have other considerations and choose to set parameters in the URL, you must clearly set the information you want to track through the advertising parameters!
There are five fields in the parameter settings provided by Google, namely macedonia mobile database utm_source, utm_medium, utm_campaign, utm_content, and utm_term. Don’t think it’s troublesome. Set the information that will need to be analyzed and optimized in the future, such as ad groups, landing pages, ad sources, and formats, in the URL parameters, so that you can find the key differences in future analysis.
2. Understand the motivation behind the scenes and take targeted actions
When creating keyword groups and thinking about what keywords to use, in addition to expanding words related to the product, you should also consider whether the users who see the ads through different keywords will have different behaviors and needs.
For example, suppose today you are an online bedding mall selling pillows, called "100 Points Bedding". Then users who search for "100 Points Bedding", and users who search for precise products such as "cheap pillows", and users who search for "comfortable pillows" may represent three different starting points and needs. Of course, you cannot treat them all the same at this time. You must provide the most suitable presentation content based on the different needs of different people.
3. How do I write ad copy that attracts clicks ?
Before thinking about the content to be conveyed through copywriting, you should first think back and think about the positioning of your products and services? What is the unique feature among so many competitors? Texts written without considering the needs of customers cannot touch the hearts of customers, or easily bring good conversion effects after being clicked.
When thinking about what to present in the copy, you might as well list the strengths and weaknesses of yourself and your competitors, and find out the unique features that you can emphasize. Furthermore, by understanding the user or customer experience, you can find out the feelings that can be conveyed to other potential customers. Finally, you can convey the brand’s persistence and the reasons for maintaining these persistence to resonate with customers.
4. The customer has entered the store, but still needs guidance from the store staff or a discount sign
After bringing guests to the website, in addition to the existing links on the website, you can also use pop-up ads on the site to achieve the function of site guidance. Services on the market such as kerebro can meet such needs. Provide different appeals and guidance for visitors from specific sources, visitors who come to the website for the first time, or visitors who reach a specific page. For example, for first-time visitors to this site, I will display image ads that offer rewards for becoming a member through in-site delivery; for visitors who arrive at the pillow product list from the advertisement, I will send them discount promotion messages to encourage more purchases.
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