1. Count the account effect report of the previous day.
This report is necessary for friends who manage the whole account. The report includes the display volume, average click price, click volume, click rate, consultation volume and consultation cost of the whole account.
The purpose of making this report is to make a comparative analysis with the report of the previous day (any day before), find out the existing problems, see if there is any obvious increase or decrease in all aspects of clicking, and give yourself a clear overall promotion effect of the account.
Pay attention to the offline time (project plan) of the account, and control the budget of the account every day to prevent unnecessary losses caused by premature offline.
Second, the promotion plan report of the previous day is responsible for different projects, and statistics can be made according to your own management plan.
The promotion plan report includes the following data: exhibition volume, average click price, click volume, consultation volume, click rate and consultation cost of each plan. First of all, the plan report can clearly see the promotion effect of the promotion plan, how many conversations each plan has, how much it is planned to spend, and whether the consulting fee is under your control. Daily reports can be compared and analyzed, and the consumption can be seen at a glance.
Secondly, there can be a reference analysis for the newly added temporary promotion activities. Thirdly, the plan is closely related to the whole account. The change of the plan leads to the increase or decrease of the display click consultation of the whole account, and then infers the promotion effect of the whole account, thus providing considerable data for the account statistical report.
Third, count the keyword reports of the previous day.
Count the number of exhibitions (matching correlation), the number of clicks, the number of consultations brought, and the average daily conversation cost of this word.
Four, real-time monitoring account (project) consumption top 50 key words.
View the ranking of key keywords According to different industries, the number of key keywords consumed can be more or less. 20% keywords consume 80% of the cost of the whole account, and at the same time, these 20% keywords bring 80% conversion, which is the 28 rules of bidding promotion. Always pay attention to the display and click conversion of these keywords, the quality of keywords and the stability of rankings.
Fifth, pay attention to the protection of brand words.
It is normal for a competitor to buy brand words, so set aside a small part of time to maintain brand words every day. Once you find that your competitors are making their own brand words, you can communicate with your competitors or complain directly to customer service, and ask for offline related brand keywords. If your opponent still refuses to give up, you'll have to deal with him as he deals with you.
6. Reject invalid search terms according to statistical tools.
Export the search term report of negative words. Different matching patterns will bring different search words, especially the keywords of extensive matching patterns, which are aimed at a wider audience, bring extensive traffic and are not targeted enough.
The conversion rate is not as good as exact matching and phrase matching. So there are bound to be more invalid search words, especially more invalid words, which we can deny.
Seven, mining and expanding new words.
Combine the search word report with effective consulting words, find out the converted keywords, Baidu drop-down box and Baidu index, and dig out some words that conform to the habit of searching households.
According to the actual situation and the specific problems of different industries, according to the size of the data, the medical industry can expand once every 1-2 weeks, and other industries with less fierce competition can expand once every half a month or once a month.
Eight, pay attention to the consumption of the account in different periods.
The promotion of each project has a peak every day. Pay attention to the consumption of the account in real time to avoid excessive consumption or inability to consume in a short time. Compared with the data of the same period in the previous period, find out the units and keywords corresponding to the high (low) consumption scheme, and check the matching degree, ranking and whether there are any problems.
The emergence of a popular hype keyword may touch the keyword (or advertising creativity) in a short time, which will bring great impact and consume too much.
Inadvertent operation in the process of account management leads to suspension or deletion of plans, companies and keywords, which leads to consumption failure; The unstable ranking of keywords (high consumption keywords) leads to consumption problems.
Nine, pay attention to the business communication data in different periods.
Paying attention to commercial communication can grasp the promotion effect, prevent malicious clicks, and pay attention to traffic trends purposefully.
Ten, keyword quality, creative optimization.
Bring the highest return on investment (ROI) at the lowest cost. If the keyword quality is good, the bidding can be relatively small. The decisive factor of high quality is the quality of ideas, and good ideas can bring good quality.
You can set your own goals every day and optimize how many plans or units. Focus on optimizing high-consumption keywords first, and then gradually optimize others. (WeChat replies to the quality and has a complete quality optimization method).
What does a senior bidder do every day?
XI。 Analyze the weekly (monthly) report of customer plan keywords.
A period of promotion can best reflect the promotion effect. It is very necessary to make weekly/monthly reports. After the completion, we should make a careful analysis, make a summary for a week or a month's promotion, find out the shortcomings and correct them. Find a good strategy and stick to it.
Baidu Marketing College-What do senior bidders do every day?
Baidu Marketing College-Semer Daily Bidding Promotion Workflow
Baidu encyclopedia -SEM account management