Keyword selection three-step method and put practical skills

Step 1: Understand the meaning of how to define the word selection

In the bidding process, many people may often hear the "search term" "". Keywords", but do not understand the difference between these two words, the following first to understand the difference between the two words!

1. Definition of search terms: the words that the user searches for in the search engine, the words that are presented in the search engine bidding background search term list, which can reflect the user's search intent.

2. Definition of keywords: search engine account in the purchase of materials, is very important in the promotion of materials, search promotion is mainly through the keywords to promote!

3. The relationship between search terms and keywords is not a one-to-one relationship, it is a one-to-many relationship. A search term can correspond to multiple keywords, a keyword can also correspond to multiple search terms.

Step 2: Notes on choosing words

Notes on choosing words

1. First of all, you have to familiarize yourself with your own industry:

Doing search engine promotion to choose words first, you have to understand the characteristics of your own industry, the official website, the sales of the docking station, Baidu encyclopedia, the industry website.

2. Understand the focus of their own product placement and customer demand: many products in which categories of profit points can be considerable, to grasp the focus of their own brand positioning and precise demand for customers is what kind of customers, these customers search for which type of words.

3. In addition to selecting useful words, "useless" words should also be selected: in the rich search engine promotion account keywords, you can also choose some words related to the industry to improve the richness of the account, of course, to do a good job in advance of the selection of words.

Step 3: How to choose words

Selection of words strategy

1. First of all, analyze the user's search intent:

Example: a user searched for "how much is a small brick-making machine" can be determined by the user's overall search information.

Search demand: want to understand the price of brick-making machine.

Root purpose: currently at the stage of intersection with the brick-making machine, the Internet to understand the situation.

Word stage: belonging to the user to seek solutions stage.

User psychology: the root word "small", indicating that the user needs a small aspect of the equipment, not large equipment. Expanded demand: through creative and landing pages to present the introduction of small brick-making machine, preferential activities and service advantages.

2. Consultation intention degree:

You can judge the user's intention degree according to the user's search words.

The first stage, understanding stage: general words, crowd words.

The second stage, seeking solutions stage: product words, industry words, word of mouth words. The third stage, the user purchase decision stage: brand words, competing words.

Keyword intention: third stage > second stage > first stage. 3. top word tools:

Put the actual skill selection word note:

In the bidding process, it is important to be clear to promote the core keywords, to do the main and secondary clear.

According to their account budget to adjust the proportion of promotional allocations,

According to the user search term of the intention to adjust the keywords,

According to the cost of keyword conversion to adjust the promotion of the strategy,

For example, high-cost high-conversion to maintain the status quo, the high cost of low-conversion keywords have to be reduced in price, and then to observe the rate of conversion to make the appropriate adjustments! The first is to make sure that you have the right tools for the right job!

Tools: star mine keyword library management