As online marketing continues to evolve, improved results are a goal sought by many advertisers. So what optimization methods can be used to achieve better results and get the most out of it?
In this issue, I share the account optimization method, hope it will help you!
01 link through, construct effect marketing
The focus of effect marketing is to optimize and adjust the marketing strategy according to the whole chain, and the optimization can be carried out from two levels, respectively account optimization and effect optimization. Account optimization mainly focuses on the account placement level, from the account, promotion plan, promotion group, keywords, creative and landing page and other dimensions of the analysis; while the effect of optimization needs to be linked by a number of parties to complete the optimization, such as: take over the account end of the landing page, consulting and sales and so on.
After determining the direction of optimization based on the marketing funnel, the following optimization principles can be followed to make orderly adjustments:
○Website audience analysis: In the pre-promotion and optimization period, you can analyze the website business and audience according to the bottom-up marketing funnel, find the suitable keywords to cover the potential user groups, and then write creative ideas that meet the emotional and rational needs of users to impress them.
○The account should be built in an orderly manner: Build the account first of all to classify the keywords, can be categorized according to the nature of the word, the user demand stage, flexible with the account placement of geographic areas, time period settings, etc., in order to improve the accuracy of the placement. Don't be afraid of the complexity of building an account, the more detailed the account structure and content, the better. In the structure to maintain a clear and reasonable, in the optimization will not be at a loss.
○Focus on optimizing keywords: Keywords are the focus of optimization, keywords should be related to the user's business, but also combined with the user's different search habits, different conversion intentions, keyword screening and optimization at different stages.
For example, English training, I share different user-related search behavior, divided into four stages.
To summarize the above, users at different stages of the search intent is different, our marketing strategy will be slightly different, through the placement of keywords in line with the user's search intent, and then timely allocation of budgets, and continuous testing, in order to come up with the optimal marketing solution.
○Effective optimization does not relax: for the need of multi-linkage effect optimization, such as landing pages, consulting tools, consulting techniques, and sales ability, etc., should be given a certain attention and optimization, so as to better undertake the account to promote the traffic; the better the final conversion effect, the higher the value of the search promotion.
02 Accurate analysis to crack the marketing dilemma
After the initial completion of the optimization of the marketing chain at all levels of adjustment, you can then combine the data performance to verify the optimization effect, and through scientific data analysis to help us further categorize the keywords, creative and landing pages for the screening of the advantages and disadvantages of the precise positioning of the problem, and then differentiated adjustments to crack the effect of the marketing of the quagmire; here we introduce a few commonly used data analysis methods:
○Trend analysis: Compare and contrast data with the same indicators or ratios in a row to obtain the direction, amount, and magnitude of data changes to perceive the overall trend; the dimensions of analysis can be day-by-day, week-by-week, month-by-month, quarter-by-quarter, and time period trends.
○Gravimetric analysis: This is a method of analyzing the ratio of parts to the total by categorizing the same thing into several items and calculating the weight of each component in the total. It is a way of analyzing the relationship between the parts and the total. We can compare whether the weights are the same over time, or what changes have occurred.
○Two-Eight Principle: Find the part of consumption or effect that accounts for 80% of the total, focus on analyzing the existing problems for optimization, and make complex problems simpler by focusing on them.
○Quadrant Analysis: Same as Matrix Analysis, using two reference indicators, either consumption and conversion, or consumption and cost, to cut the data into four chunks, so as to cut the cluttered data into four parts, and then conduct customized analysis for each chunk of data.
03 Tools to realize closed-loop marketing
In effect marketing, accurate data analysis can locate the problem and crack the marketing dilemma, and it can also be combined with the advantages of the media and adjusted and optimized with the support of tools to achieve closed-loop marketing. At present, all media can use oCPC intelligent placement to help improve conversion.
○oCPC Intelligent Place ment: oCPC as an important tool for the transition to intelligent placement, oCPC model has been continuously improved, and the effect of placement has become more and more obvious; only by combining with their own business to optimize CPC placement, and by helping the account oCPC model to accumulate data, they will be able to have a more obvious enhancement in the effect of subsequent placement.
wrap-up
In effect marketing, it constructs a whole-link marketing strategy, opens up every link in the marketing funnel, uses data analysis to pinpoint the effect of placement, and at the same time optimizes and adjusts it through the use of tools so as to improve the marketing effect.