SEM中级培训 优化篇.pptVIP

总体上优化工作可以分为如下几个步骤： 收集整理数据 用营销目标和关键指标与历史数据做对比，审视指标和策略的合理性 分层级分析各主要贡献因子的指标 基于差距给出优化措施，分批次调整 密切测量调整效果，看是否符合预期 * 从优化的层级上可以分为（关键词，创意，账户结构，网页，网站结构，营销策略，业务流程。 * * * * * * * * * * * * * * * * * * * * * * * * * Others claim portfolio, but what they are really doing is this: averaging kw bidding not weighing every kw trade bidding kws @ group level at best managing top 5 or 10 kws to a portfolio level Bidding within the context of the keyword only EF is doing this: Making trade offs to maximize roi Making trade offs with visibility into the entire portfolio of kws This works with CPA, Max clicks, max rev, profit $, or profit % * The cumulative results of the services provided by Account Development can be illustrated in this graph of the efficient frontier. The efficient frontier is the intersection of the ‘set of portfolios with minimum risk’ and the ‘set of portfolios with maximum return’. It’s no coincidence that we adopted this as our name, since our solution provides the maximum return at the minimum risk. Your campaign achieves its first efficient frontier curve above what any other solution can provide strictly through bid optimization on our platform The second curve is achieved through restructuring your account for optimal portfolio management The third curve is achieved through generating new keywords, testing their performance, and generating new revenue per keyword The fourth curve is achieved through optimizing your ad copy and/or landing pages and testing to see which versions generate more revenue The fifth curve is achieved through increasing your budget while mitigating your costs * How do we bid accurately on Google? Google is an opaque marketplace where ads are ranked according to (bid x quality score). Advertisers cannot see the bids of their competitors and do not receive information about the bid amounts required to win each position. This is a difficult environment for rules-based solutions that are based on the concept of positions! At Efficien