Step 1: Learn how to define the meaning of word selection.
In the bidding process, many people may often hear "search words" and "keywords", but they don't understand the difference between the two words. Let's first understand the difference between these two words!
1. Definition of search words: The words searched by users in search engines are the words presented in the search word list in the background of search engine bidding, which can reflect the user's search intention.
2. Definition of keywords: the materials purchased in search engine accounts are very important materials in promotion, and search promotion is mainly promoted through keywords!
3. The relationship between search terms and keywords is not one to one, but one to many. A search word can correspond to multiple keywords, and a keyword can also correspond to multiple search words.
Step 2: Matters needing attention in word selection
Notes on word selection
1. First, get familiar with your industry:
To promote word selection by search engines, we must first understand the characteristics of our own industry, such as official website, sales docking, Baidu Encyclopedia and industry websites.
2. Understand the key points of your own products and customers' needs: which categories of products have considerable profit points, grasp the key points, what kind of customers are your own brand positioning and precise needs, and what words such customers search for.
3. In addition to choosing useful words, we should also choose "useless" words: when enriching the keywords in the search engine promotion account, we can also choose some industry-related words to improve the richness of the account. Of course, we must choose the words in advance.
Step 3: How to choose words
Vocabulary selection strategy
1. First, analyze the user's search intention:
Example: A user can judge his overall search information by searching "How much is a small brick making machine".
Search demand: I want to know the price of brick making machine.
Root cause and purpose: at present, it is at the intersection stage with brick making machine, so you can get to know the situation online.
Part-of-speech stage: it belongs to the stage when users seek solutions.
User psychology: the root of "small" means that users need small devices, not big ones. Expand demand: present the introduction, preferential activities and service advantages of small brick-making machines through creativity and landing pages.
2. Consultation intention:
The user's intention can be judged according to the words searched by the user.
The first stage, understanding stage: common words and crowd words.
The second stage, the stage of seeking solutions: product words, industry words, word of mouth. The third stage, the user purchase decision-making stage: brand words, competing words.
Keywords intention degree: the third stage > the second stage > the first stage. 3. Extension tools:
Practical skills, tips for choosing words:
In the process of bidding, it is necessary to make clear the core keywords to be promoted, so as to make the priorities clear.
Adjust the proportion of promotion and distribution according to your own account budget,
According to the consulting intention of the user's search words,
Adjust the promotion strategy according to the conversion cost of keywords,
For example, high cost and high conversion can maintain the status quo, high cost and low conversion will reduce the price of keywords, and then observe the conversion rate and make corresponding adjustments!
Tools: database management of key words in Xingkuang.