As the most popular SEM strategy and method, baidu promotion is naturally controversial. Put aside all kinds of baidu promotion? Difficult? Needless to say, how to choose the right keywords for Baidu PPC advertisement should be the most important, which is also the urgent need for enterprises to accurately market and improve SEM ROI. Below, the online promotion encyclopedia will share baidu promotion's keyword screening and keyword optimization skills to help you quickly improve SEM ROI.

1) Focus on keyword selection of user experience.

Before we choose keywords, we first need to know our website and determine the target customer base according to the products or services provided by the website. Secondly, after defining the target customers, when selecting keywords, we should put ourselves in the customer's shoes and consider their search behavior and habits from the customer's point of view.

For example, when selecting keywords, you can add some important keywords with regional names (regional words), or you can add them by asking questions (interrogative words). Some SEM staff will further consider the search habits of target customers. For example, if the keyword is Shanghai Plastic Surgery Hospital, then the keyword can also be associated with Shanghai Plastic Surgery Hospital and Shanghai Plastic Surgery Hospital.

In addition, in the choice of keywords, try not to appear industry terms, because many customers don't understand such terms, so that people in the industry can see advertisements, but they inadvertently lose customers. The best way to understand customers' thoughts is to put yourself in their shoes, or do some informal market research and ask customers how to describe products or services to their friends.

2) keyword screening according to auxiliary tools.

Generally speaking, the tools we can use to filter keywords are:

A, Baidu, Google keyword recommendation tools, recommended by the industry, but also recommended according to their own associations;

B, various search lists, such as search list, Google hot list, Taobao list, etc. ;

C, analyze the related searches of major search engines, and Baidu drop-down box is also a good reference;

D. Pay attention to questions from netizens in major Q&A communities, such as Baidu Know, Tianya Q&A, etc. , such as Baidu's latest product? Baidu's new knowledge is also wonderful.

Note that not all keywords screened by auxiliary tools are applicable, and it is necessary to further eliminate keywords unrelated to the industry to ensure the rationality of its own promotion expenses, which is also the need to save costs. To put it bluntly, baidu promotion is like? A bottomless pit? Money is saved one by one.

Usually, we need further negative keywords. Take the website selling bicycles as an example. One keyword group is [Bicycle].

A, there are many kinds of bicycles, such as [mountain bike] [bicycle fitness equipment] [BMW bike] [battery car]. Although they are all bicycles, they are different from the target customers of [electric bicycles].

B, in addition, when recommending keywords, will there be pictures? Maintenance? Repair? Malfunction? Keywords like this, if your website has nothing to do with it, you need K to come out.

Of course, the best way to judge whether a keyword is appropriate is to evaluate its actual delivery effect. If you are undecided about a keyword, it is suggested that SEMer create a tentative advertising plan, which is separated from the core advertising plan for testing, so as to better control the placement of keywords and track its effect.

In addition, after we have eliminated some obviously inappropriate keywords, we need to think about whether there are still some keywords missing. For example, spelling mistakes, which are called spelling mistakes, pinyin, abbreviations and so on.

3) keyword optimization skills

After learning the skills of keyword selection, Latecomer.com suggests that SEM staff should also pay attention to keyword optimization, which will further improve your return on advertising investment.

A, pay attention to keyword delivery strategies and methods, such as establishing a core promotion plan with main keywords and a generalized promotion plan with long tail keywords, which can make your work in baidu promotion more strategic, and often SEM ROI is good;

B. In baidu promotion, SEMer must combine Baidu keyword recommendation tools to find new keywords from time to time. In addition, when adjusting the price of keywords, we need to pay attention to the changes of Baidu drop-down box and related search, which is also one of the very important steps of keyword optimization;

C, keyword optimization is a long-term work, only in the process of baidu promotion, constantly screening according to the actual delivery effect of keywords, can help us save advertising costs and improve advertising ROI.

Ok, that's enough about baidu promotion's keyword screening and keyword optimization skills. I believe it will have certain reference value for improving your SEM ROI. As a qualified SEMer, we need to keep up with the changes of search engines and constantly compare and analyze the actual advertising effect, so as to ensure the maximum keyword delivery effect and finally improve our SEM ROI.

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