2018 chanel annual review_0324讲义教材.pptxVIP

Baidu Annual Review for CHANEL 2015Date: JAN, 2016Top 3 Division: Fragrance, Makeup, SkincareBy Product Line Performance - GIRemark:Fashion: LV, Dior, Burberry; Jewelry: Tiffany, Cartier, Bulgari; Watch: Longine, Rolex. Fragrance: Lancome, dior; Makeup: Dior, Armani, Lancome; Skincare: EL, SKII, Lancome.keywords impression qualityCompared with last year, brand and product keywords of fragrance category has been improved, while generic words also made much progressMakeup and skincare categories also had improvement in generic words, but product words of skincare on PC still need further optimizationGI-面膜排行榜,眼霜,美白祛斑,眼霜排行榜,精华露,美白,护肤品推荐, BP-紧肤眼霜，时间精华keywords impression qualityFashion division has been optimized and had a good improvement in brand keywordsIn terms of the generic words of Jewelry and Watch, about 80% impression ranks at top3 position钻石戒指品牌排行, 手表, 珠宝品牌, 珠宝饰品,陀飞轮表 keywords impression qualitycoco,彩妆工作室,护肤品专门店 Time Coverage – account FJ_Coco Crush_Wave1Y16_FG_CocoM Wave ICreative Suggestion:Clear account structure helps to differentiate consumers’ needsTutorial WordWOM WordCreative Suggestion:Clear account structure helps to differentiate consumers’ needsEye ShadowFoundationCreative Suggestion:Answering consumers questions drives higher CTR5.67%6.15%2.16%Creative Suggestion:Responding to requests enhances the relevancy9.32%Creative Suggestion:Vivid description attracts more eyes3.22%17.22%5.24%6.33%Creative Suggestion:Providing correct landing page helps to drive salesCreative Suggestion:Keyword insertion helps reduce the costCPC：6.84CPC X2SEM SummaryIn terms of on-air campaign, keep 24 hours coverage, especially on important festivalContinue optimizing the ranking of generic words, especially the product words of skincare on PC Optimize creative to improve keyword qualityKeep clear account structureAnswer consumers’ questions accuratelyRespond to consumers’ needs directlyTry to have more vivid descriptionKeep using keywords insertionMarketing Solution of E-