1, industry direction
(1) its own industry development, industry characteristics, industry development, etc.
② The development trend of marketing, PC to mobile, Internet alliance /DSP to information flow and other native advertisements.
③ Current main marketing methods, such as search marketing, information flow advertising, DSP advertising, etc.
2. Target audience
Portrait of the audience, this is a key point.
① Audience attributes, including age, gender, occupation, etc.
(2) Internet habits, which websites, time and equipment (PC, mobile) are gathered.
(3) What are the searchable words and what types of words people search for at different stages of purchase.
3. The trend of competing products
Competitor analysis also helps accounts submit competitive words more accurately.
① What are the core competing products in the industry at present?
② Similarities and differences between core competitive products and our products (mainly reminding differences)
(3) What kind of marketing methods should the core competing products choose (the keywords of competing products need to be determined in various media).
4. Media selection
① The main channels of network marketing at present (e.g. mobile search+information flow)
② Comparison of advantages and disadvantages of various media (PC+ mobile)
③ Conclusion: Determine Baidu, sogou, 360 or Shenma, or other display advertisements.
5. Budget allocation
This part of the boss cares more.
① Search for the distribution of marketing PC and mobile budget, and suggest a budget distribution of 5:5 (if the company's industry is only the mobile direction, it is not necessary to mention the PC budget).
(2) Budget allocation of marketing media (you can refer to the market share allocation budget first)
(3) How much is the daily budget (you can consult the docking person of the media to understand the average budget of the industry. If you can't understand it, you can decide a budget by yourself, such as the daily budget 1000/500, test it first and then adjust it).
(4) in the case of media selection and budget matching, evaluate the effect report.
⑤ Conclusion: Media budget allocation
6. Customer building
Account Construction of Search Marketing (Reverse Construction)
Keywords: According to the above analysis data, determine the core keyword-expansion-word classification.
② Determination of units: Divide words into various units according to classification.
(3) Units are classified according to the same type, and included in the plan belong to the same category.
4 Creativity: The title and description must have wildcards (except the competition words), and at least two ideas must be written.
⑤ Style selection: Choose the advertising style related to your own business evaluation &; Products. For example, the company evaluates the activation degree of app download and promotes the style of APP download; If the company evaluates PV, then choose the sub-chain style.
⑥ Conclusion: The account can be set in reverse, which is clear and reasonable for the account structure. High-quality account results are the foundation, and the constructed structure is helpful for data monitoring and subsequent SEM optimization.
7. Summary
Any report needs a final summary, and the contents mentioned before will be presented in the final summary.
(1) What kind of marketing method do you choose at present? For example, SEM (search marketing).
(2) target audience analysis, which is the most critical point to determine your marketing direction.
(3) Share the promotion of competitors and give the selected marketing methods.
(4) Which media do you choose for each marketing method?
⑤ How to promote the media, the general direction.
⑥ Final budget demand and expected effect.
All these points have been achieved, which is a complete SEM marketing plan.