I. Overall analysis
The overall analysis includes bidding (account) data analysis, consulting data analysis and clue data analysis. Observing the changing trend of each index, we can see the recent promotion effect and make corresponding optimization strategies.
1, bidding data analysis
Part 1| displays the quantity completion.
The total number of exhibitions in the last two weeks is 98,226, accounting for 65% of this month's target, and the effect is still normal. If the exhibition volume is too low, the possible reasons are that the bid is too low, the keywords are not enough or not popular enough, and the overall demand is not strong. We can solve the problem of low exhibition volume by adjusting the price and increasing the number of keywords.
Part 2 | Click Finish
In addition, from the user's point of view, try to meet their needs and habits, such as the promotion of education and training industry. Different people look at different points, and the prices that students look at, such as free, preferential and gift, are easy to attract them. Office workers pay more attention to the time and way of class, and words such as weekend class and one-on-one teaching are easy to attract them. Of course, value points can be combined, but we should highlight the differences between different groups of people.
The third part | Click rate and average click price
The calculation formula of click rate is: click rate = click volume/display volume. When the click rate of the account is too low, we need to analyze whether it is caused by too high display or too low click rate. After analyzing the results, we will solve them according to the corresponding optimization methods.
The adjustment of the average click price can better control the promotion cost, measure the deviation between the bidding price and the actual price, optimize the keywords and achieve the best ranking at the lowest price, and constantly adjust the keyword bidding without wasting unnecessary costs.
Part IV | Consumption
Today, the consumption is 2 146 yuan, which is 4 19 yuan more than yesterday. Daily consumption is generally fixed, as long as it is within the controllable range.
2. Consulting data analysis
Part 1| dialogue and effective dialogue
As can be seen from the area map, effective dialogues account for about 30% of the total dialogues. Effective dialogue means that users are interested, and constantly improving the proportion of effective dialogue is king. At this time, other departments need to cooperate together. Apart from competing products and boring users, the factors that can improve effective conversation are the guidance of the website and the professionalism, service and timeliness of customer service.
Part 2 | Consulting Transformation
From effective conversation to leaving messages, we can see the verbal skills of customer service communication, and it is very important to get the contact information of users and become effective clues. As for how to do it, you know ~
Part III | Consulting Fees and Consulting Rates
Consultation rate = total conversations/clicks; Consulting cost = consumption/effective dialogue
It can be seen that the consultation rate is negatively related to the consultation cost, because in other cases, the lower the consultation rate does lead to the higher the consultation cost, but it is not absolute. As can be seen from the above figure, the consultation cost on weekends is lower and the consultation rate is higher. It is more accurate to estimate the demand of users on weekends, and it is suggested to increase the investment amount on weekends appropriately.
3. Clue data analysis part 1| Clue composition
Total clue = message+message; It can be clearly seen from the figure that the number of messages left is far greater than the number of messages. In order to increase the number of clues, we can initiate some conversations on our own initiative, increase the total conversation base and improve the conversion rate of messages. And appropriately optimize the message interface, highlight the advantages of products, and guide users to leave messages.
The second part | clue transformation
Lead conversion rate = final turnover/total lead; This value can reflect the sales staff's follow-up to the sales leads. If the lead conversion rate is low, it is necessary to sort out the reasons for the unfinished orders, so as to adjust the sales strategy and the professional quality of personnel.
Take the case of education industry as an example. There is a training website with a high number of clues, but the final transformation effect is very low. It's not that there are sales follow-up, but there are many "invalid clues". Users simply leave information for free materials, which is time-consuming and laborious. Finally, the company adjusted its strategy, and the overall number of leads decreased a little, but the conversion rate and sales efficiency were greatly improved. Without data, these problems cannot be found.
Part 3 | Lead Cost
Part 4 | Return on Investment ROI
Return on investment = (income-cost)/cost * 100%. Its importance is self-evident. The ultimate goal of an enterprise is to make profits, and its index is to evaluate the profitability and quality of promotion channels, at least to ensure that it cannot be lower than 100%. To improve ROI, we should start from two aspects: increasing income (increasing clue turnover rate and increasing customer unit price, etc. ) and cost reduction (optimizing accounts, reducing investment, combining SEM with SEO, etc. ).
From the above indicators and analysis, the purpose of SEM data analysis is to better promote the effect of SEM promotion with data. In addition to the bidders, the roles of customer service, sales and products need to be involved together to make this thing better and better. In order to improve the bidding effect, please use the data well. Second, keyword analysis
Keyword analysis Keyword analysis is to better optimize and expand keywords, so as to improve the promotion effect.
Part 1| keyword type analysis
Keywords are generally divided into brand words, industry words, product/service words, competing words and so on according to business types ~
(1) Click Analysis
As can be seen from the above figure, the number of clicks on competing words is the best recently, but the progress of brand words is relatively slow. It may be that the product brand is not enough, so we should optimize it with the brand colleagues in the market as soon as possible.
(2) Click rate and average click price
Although the click rate of brand words is not high, it is normal that the click rate is the highest, and its average click price is also the lowest. The click price of product/service words is too high and needs to be optimized accordingly.
The second part | Keywords top 10
Top 10 keywords of an English training institution studying abroad, list them and make corresponding analysis ~
(1) display and click.
The highest display is "English training", but the highest click is "New Oriental". How can this be fat? So it led to the click rate of keywords.
(2) Click rate
According to the legend, we can see that the click-through rates of "Postgraduate Training", "New Oriental" and "Studying Abroad" are all very high. These words in the search are the information that users clearly want, so they belong to a more accurate search, so the click-through rate is high. These words can also be called demand words.
(3) switching costs
The conversion cost of "English training" is the highest, which is several times that of other keywords, indicating that there is something wrong with this keyword setting. "English training" is too general, so it should be optimized by adding long tail words, such as "What reliable English training institutions are there".
Third, regional analysis.
Regional analysis analyzes which region has a good promotion effect, and then it can be put into use separately for this region to achieve refined management and key maintenance monitoring. Add more regional words, write more relevant regional ideas, and even independently develop landing pages according to the hobbies of local netizens.
Part 1| click volume distribution
As can be seen from the above picture, Beijing and Guangdong have the most hits. Due to competitive pressure and other factors, people in these areas are very eager for progress, actively want to improve their English ability, and even have plans to study abroad, so they should be promoted in such a big city.
Part2| Bill Signing and Click Consumption
Guangdong and Beijing signed the same amount of contracts, but Beijing's consumption is much more expensive than Guangdong's, which shows that Beijing's regional promotion of similar products is very competitive. In which city the product sells well, the price will be raised a lot by the peers, but it also shows that its market is huge. How to increase investment can be combined with ROI.
Part 3 | Conversion Rate and Return on Investment
As can be seen from the above figure, some provinces have high conversion rate and low ROI. Why? For example, in Hubei Province, due to the large cost of promotion in Hubei, although the clue transformation is very good, the amount of clues is small, the overall transaction volume is not much, and the income will not be too much, so the ROI will become low.
Regional promotion needs to combine the above three indicators to finally determine the company's key areas. In addition, there are many factors to be considered in regional promotion, and different product promotion strategies are different. For example, the word "hairy crab" may need 20 yuan to rank on the first page in Dalian and Qingdao, but in Beijing, Shanghai and Wuhan, 10 yuan can rank on the first page. There are also local customs and appellations, such as wonton in Sichuan, wonton in the north, flat food in Fujian and wonton in Guangdong. Therefore, regional promotion needs "the right medicine"!
The above are the analysis ideas and indicators listed according to the bidding promotion data. Each industry index may be different, but it can be used for reference in general. In BDP Personal Edition, you can dock the data of the four major bidding, Baidu Statistics, online customer service and other third-party platforms, and drag and drop to quickly build a bidding data report template. Update the data regularly and automatically every day, use real-time data to guide bidding optimization, and achieve the best promotion effect with the least money ~
Note: The data in this paper is pure fiction, and the data visualization analysis tool is BDP personal edition ~ which can be connected with the bidding analysis data platforms such as baidu promotion, sogou Promotion, Baidu Statistics and 53 Customer Service.