By purchasing keywords, the company’s advertisements can be displayed at the top, bottom and right of the user’s search results page. The following is a brief introduction to the general process of implementing keyword bidding ranking.
1. Target market analysis
Before conducting search engine marketing, you first need to analyze the target market. For export cross-border e-commerce, target market analysis should at least include consumer population analysis, competitor analysis, and product attribute analysis. Among them, competitor analysis is particularly important.
2. Select keywords
Enterprises should find and recognize keywords related to corporate brands, industry characteristics, product lines, product features, and marketing activities, and study these keywords, and list all permutations and combinations of phrases in an exhaustive manner. When companies conduct search engine marketing, the most important thing is to select keywords and establish good association management for keywords.
3. Establish an advertising campaign
After having a relatively comprehensive list of keywords, you can start to establish an advertising campaign. Google AdWords accounts can create 25 advertising campaigns, each of which includes several advertising groups. Keywords with similar word structures and similar semantics (usually about 10) can be grouped together to form an ad group. Based on the keywords in the group, create corresponding advertising slogans and determine the landing page. For the ad landing page, consumers should be able to see the corresponding product or service information directly after clicking.
4. Bidding
With an ad campaign, you can bid. According to the Google algorithm, the ad ranking value = bid x quality score. Therefore, if the quality score is not high, even if the bid is high, the ranking may not be high. The quality score is related to factors such as the relevance and click-through rate of keywords, the relevance and click-through rate of ads, the relevance and loading speed of landing pages, and the account usage time.
5. Feedback analysis
After bidding, feedback analysis of the ad effect is required. Through the Google Analytics tracking code, you can get a lot of free analysis reports and measure the return on investment (ROI) of the ad. In addition, you can also use split testing to screen out more effective keywords, ads, etc. Finally, according to the feedback analysis results, the account keywords, ad groups, ad campaigns and bids are continuously optimized to obtain better delivery results.
It should be noted that the actual payment amount for an ad is not equal to the bid amount for the ad. The specific formula is: actual payment amount = the ranking value of the next ad ÷ its own quality score + 0.01 (US dollars). If there are three cross-border e-commerce companies in the market using Google AdWords, Table 5-7 shows their bids and quality scores, based on which the corresponding ad ranking values and actual payment amounts can be calculated.
Obviously, although A.com has the lowest bid, it ranks first because of its high quality score, and the actual payment amount is only US$1.61, which is much lower than B.com, which ranks second. C.com ranks last and only needs to pay the minimum bid amount of US$0.05. Therefore, when the bids are not much different, the higher the ranking of the ad, the less the actual payment amount.