How can we make the account well documented and traceable? It is very important to find the right dimension to establish an account.
Purchasing stage dimension
In fact, the purchase stage dimension can also be called the demand dimension. We often say that each keyword represents a demand. According to the strength of demand, it can be divided into three purchase stages. The first stage, collecting information; The second stage, comparative analysis; The third stage, confirm the choice.
Product dimension
This is suitable for multi-product promotion. For example, in the plastic surgery industry, there may be different products such as double eyelids, rhinoplasty and breast augmentation. Establish a plan for each product separately, and then subdivide the unit. It is very convenient for later budget adjustment and effect monitoring.
Regional level
If your products are promoted in multiple regions, the acceptance and demand for products in each region may be different, and the conversion cost and promotion strategy will not be the same.
Time period dimension
The different nature of products and the different characteristics of target groups determine that the search time period and the converted time period will not be the same. Because the current delivery time has a premium function, this dimension is rarely used when establishing accounts, which can be used as an auxiliary reference.
Platform size
Distinguish devices, such as PCs or mobile devices. Differentiated promotion platforms, such as Baidu, Shenma, 360 and so on.
Establishing an account will not be limited to one dimension. We usually focus on one main dimension and then supplement it with one or two dimensions. Generally, we will take product, region and purchase stage as one dimension, and time period and equipment as two dimensions. This requires bidders to adjust according to their own budget and industry characteristics.
You may say, I know all these dimensions, but I still don't know how to apply them most appropriately.
This is a small customer with a single product and multiple regions. Just set the account according to the dimension of region plus purchase stage. Because of budget constraints, the first purchase stage in non-key areas can be abandoned. Brand words and competing words belong to the third purchase stage, and plans are made separately. For more details, please refer to Houchang Bidding Custody.
Each plan represents a product or a group of people, each unit represents a demand, and each keyword represents a demand point. The process of establishing an account is the process of allocating budget and flow. If the account structure is reasonable and regular, it will be less difficult for bidders to control traffic.
In fact, the construction of account structure has a pattern, but there is no formula. The account structure reflects the bidder's ideas. Dimensions and planning units are just ways to express ideas.
Many bidders will joke: I am a price adjuster. If you only think of yourself as a price adjuster, then you may really be just a price adjuster. More often, we should stand on a higher level to systematically analyze problems. For example, before you set up a bidding account, you should think about what kind of people you want to attract through this plan, what kind of traffic this unit can bring you, and whether the demand behind this keyword is the main selling point of your bidding promotion.
As long as you are diligent enough, anyone can learn the method, but the idea is always your own, and you can't imitate or copy it, right?