Google SEM data analysis

Display: The first step of advertising

Impressions is the first step in advertising. Whether it is search ads or information flow ads, impressions are opportunities for users to see ads. However, the more impressions, the better. Ultimately, it depends on the effect. If the ad impressions are high but there is no conversion, it is a waste of effort. Therefore, we pursue high impressions, but not excessively.

• Download data reports regularly: Download account data reports once a week, focus on keywords with high display volume, and check their click volume and matching status.
• Adjust long-tail words: For long-tail words with low display volume, you can appropriately relax the matching mode or increase the bid to increase the display volume.

Clicks: The Basis of Conversion

Clicks are a sign that users are interested in an ad. The more clicks you get, the greater the likelihood of conversion. Therefore, increasing clicks is an important goal of ad optimization.

• Optimize ad creatives: write attractive ad copy and use high-quality pictures or videos.
• Increase keyword bids: appropriately increase the bids for high-intent keywords to increase their rankings and get more clicks.

Click-through rate: a measure of ad appeal

Click-through rate (CTR) is the ratio of clicks to impressions. A high CTR means that the ad creative and keywords are highly matched, but it does not necessarily mean a high conversion rate. Therefore, you cannot just pursue a high CTR, but you must consider the effect comprehensively.

The click-through rate for most industries is between 4% and 6%, and some industries can reach 7% to 8%.

Average price: Control advertising costs

CPC is the average cost per click. Although we pursue a lower CPC, the lower the better, because too low CPC may lead to inaccurate matching. Therefore, the CPC should be controlled within a reasonable range, usually 70% to 80% of the industry average.

Strictly control the price of inflated keywords: avoid wasting budget on high-priced keywords.Moderately relax the matching mode: in the case of declining search traffic, the matching mode can be moderately relaxed to reduce the average price and expand traffic.

Consumption: Focus on high-consumption keywords

Download the data report once a week, focus on high-consumption keywords, and check their conversion status. If the consumption of a certain keyword is particularly high, you need to extend the time period (such as half a month or a month) to observe its conversion effect and make corresponding adjustments.

Average ranking: a reference for keyword performance

Average Position is the average position of a keyword in the search results. Although it is a reference value, it can help us understand the overall performance of a keyword.

Top four high-intent keywords: The ranking of high-intent keywords should be maintained in the top four, and the high-intent keywords ranked lower need to be increased in price.Low-intent keyword price reduction: The low-intent keywords ranked in the top two can be appropriately reduced in price.

Real-time data: control advertising trends

Real-time Data allows you to keep track of advertising consumption and rankings at any time. Through the background real-time data, you can adjust the advertising strategy in time to avoid premature or incomplete consumption of the budget.

Check 2 to 3 times every half hour: Check real-time data regularly and adjust consumption progress and ranking in a timely manner.

Time-sharing data: Optimize delivery time

Hourly Data can help you understand the conversion situation in each time period, so as to set premiums during high conversion periods and improve advertising effectiveness.

Create a time table: count the conversions every hour and optimize the advertising delivery time.