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2016 SEM Key Words Optimization Strategy



2016 SEM Key Words Optimization Strategy

Key words optimization
For the late optimization of the key words, their are four advice as follows:

Ⅰ. Find out the bad key words and adjust them.
Bad key words have the following characteristics:
1. The key words have not been shown or have a little shown (not including no shown for lack of an underbidding)
Core Strategy : show a lot.
Expanding matching mode: including broad match, phrase matching and exact matching, and different pattern matching will bring different effect. Broad match show was far greater than the phrase matching, phrase matching greater than exact matching. After the expansion of the matching model, observe whether there is a show enhancement.
2. There are plenty of consumption but no conversion; the price of click is high but no conversion

Core strategy: extension word deletion
Concern in monitoring: if the account has installed the monitoring software, screening surface will be more widely, as one can be seen from the detection system, their are some high consumption but no conversion words, or words which have high click price but there is no word conversion. For these words, it is best to them in a new promotion unit and optimize them unified. Then chose a right price of them and continue to observe performance of keyword.
Expanding the long-tail words of keywords: long-tail words are more accurate, the effect of precise long-tail word sometimes is well, but the search volume may will be relatively small. At the beginning of the account, you need screen them to use.
Ⅱ. Find out the good performance words, give them some performance opportunities
What are the charaterristics of well performed key words:
1. Average click price is more reasonable.
2. Reasonable average cost of conversion, conversion amount and stability.
To keep the advantage of key words and make excellent words perform  better, you can carry out the following measures:
In the promotion of more segments, and have better ideas.
Keep their ranking on the list.
Don't limit their budget.

Ⅲ. Extending excellent keywords
Good performance keywords, from the number to obtain further expansion. Generally it is from the beginning of the core keywords or keywords efficiently, if a keyword in the account performance is very good, then through the extension of the term means to increase the corresponding surrounding words and long-tail word, then put expanded keywords on line, and according to the feedback effect of keywords to screen and optimize finally.

Ⅳ. Early in the account setting up, we choose a large number of keywords to put on line, along with the continuous promotion, we will find that there are a lot of keywords did not cover in the process of optimization, which requires us constantly discovering and adding in the follow-up work.

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