1. Why have Search and Shopping become the first choice for many businesses to develop overseas markets?
OnGoogle AdsManyAds形式中,Search and Shopping are widely popular, and the reason is becauseSeaUsers covered by rch and Shopping actively search for products.consumer, this type of users have clear and urgent needs, and through users’ search keywords, we can also accurately understand the core concerns of consumption. In addition, when our products are shown toconsumer, if the user does not clickAds, and we don’t have to pay anything. Therefore, this can coverPreciseconsumerand economicaladvertisement formDeveloped by many merchantsoverseas marketPreferred.
2. As the shopping season approaches, how to effectively deploy Keywords strategies to maximize product exposure?
1.Key wordsStrategy Tips: Brand words, core product words, upstream and downstream product words cover 100% of users in an all-round way.
(1) Brand words: The so-called brand words are not just your own brand, but also include competing brands.PromotionCompetitive words We can put the words we are looking for competing products intoconsumerPull it to your own website to further display your products, thereby effectively attracting competitors.flowthe goal of.
Tips: There are also skills when choosing competing keywords. The editor recommends choosing competing keywords that give your own brand and products more advantages than the other party. In this way, we can more easily convert fans of competing products into our own fans.
(2) Product words: The core product words are the entireKey wordsIn strategyflowThe largest category of words. This type of words covers users with various needs, such as those who value product quality and can accept high product prices.consumer, users who value cost-effectiveness, and users who care more about price but have little demand for product performance, etc. These words cover 70% of core users. If you firmly grasp these words, you will firmly capture 70% of them.flow.
(3) Upstream and downstream product words: Product upstream and downstream words refer to words related to the product or ancillary words. For example, for merchants selling fitness equipment, they can deploy words that meet the specific needs of fitness enthusiasts such as fitness apparel and fitness arm bags. At that time, these words The deployment of words must match the deployment of products on the website. Through the deployment of such words, we can also effectively attract fitness enthusiastsdrainageto our website to targetTarget customersCrowds increase exposure and sales opportunities for our products.
2.Key wordsPrioritization strategy: value can be clearly expressedconsumerRequired Keywords
(1) Scenario words - words that reflect the actual application scenarios of the product
For example: bridesmaid dress (bridesmaid dress), the corresponding scene words are bridesmaid dress for beach weeding, bridesmaid dress for
(2) Function words-specifically refer to expressions with a certain function
For example: bridesmaid dress (bridesmaid dress), the corresponding function words include bridesmaid dress that can change style, etc.
(3) Characteristic words, such as style, color, model, size, etc.
For example: Bridesmaid Dress, the corresponding characteristic words are v neck bridesmaid dress, white bridesmaid dress plus size, etc.
(4) Specific needs words: expressions that hope that products can meet specific needs
For example: Bridesmaid Dress, the words corresponding to specific needs include bridesmaid dress for big belly, bridesmaid dress to cover big arms, etc.
3. How to useKey wordsStrategies to maximize shopping season results?
Apart from Key wordsrefined classification,Key wordsThe way it is used will also directly affect the overallGoogle Adseffect.
1. SearchAdsThree major suggestions covering the core in all aspectsflowand upstream and downstream traffic
1.1 Keyword structure suggestions: based onKey wordsflowsize andConversion ratesclassify
forsearch adsIn order to better promoteGoogleThe intelligent system is working, so be sure to avoidflowover-segmentation, on the contrary we should integrate it by integrating Keywordsflow. The core tips are as follows:
(1)Conversion ratesHighKey words: It is recommended to put them into one Campaign so that this can be targetedAdsThe series uses a unified bid target, and it is recommended to set a higher bid to obtain moreflowThis leads to more sales. In addition, by putting them in the same campaign, you can quickly accumulate conversion data and reach the stage of using smart bidding as soon as possible.
(2) bigflowKeywords: It is recommended to set up a separate campaign. This typeKey wordsdue toflowIt is easy to produce large consumption, if and otherKey wordsPut them together, it will inevitably happen that the consumption of the entire campaign is concentrated on this type of words, resulting in the situation that other words have no chance to be consumed. In order to better make all the wordsKey wordsTo play a role, large traffic is recommendedKey wordsSet up a separate campaign and budget.
(3)Conversion ratesLow and low trafficKey words : Conversion ratesPoor and low flowKey wordsYou can set a budget in a campaign and use conservative bids to control organized consumption and conversions.
1.2Key wordsMatching form: Avoid traffic restrictions caused by full phrases or exact matches
In order to reach more potential customers during the shopping season, it is recommended to:
(1) highConversion ratesKey wordsBe sure to use broad matching to win more orders
(2) Brand words must use broad matching to increase the traffic of brand words
(3)Conversion ratesKeywords with unstable performance that fluctuate high and low use different matching forms such as complete, phrase, and broad.
For keywords that use broad matching, it is recommended to check the search terms regularly and add invalid search terms as negative words in a timely manner. This can greatly improve the traffic brought by broad matching keywords.PreciseSex.
1.3 Match the best bidding strategy: Choose the appropriate smart bidding strategy to help increase sales
The use of smart bidding not only ensures our strong competitiveness at critical moments, but also enables us to acquire the users we want based on our product features. For products that are prone to repurchase, smart bidding recommends using a bidding strategy that maximizes conversion value. Using such a bidding strategy system will not only consider the value brought by the user this time, but also the potential value brought by the user in the future. But if the repurchase rate of the product is low and we pay more attention toconsumerthis timeAdsThe conversion value brought by clicks is recommended to use the target CPA bidding strategy.
2. Shopping advertising: effectively integrate Keywords into product Title and Description
2.1 Product title: Add core traffic keywords to highlight product features
(1) With the help ofGoogle Trends understands the search volume of different core product words and incorporates keywords with high search volume into product titles.
(2) In addition to high-traffic core product words, keywords that can express product features or advantages must be added to the product title. This will not only increase the display probability of the product, but also increase the CTR of the product (Click-through rate), effectively directing traffic to the product page.
2.2 Product description: Describe product details, functions and features in detail to meetconsumerFeature requirements
The product description recommends displaying more details about the product, including the material, size, model and even functions of the product. Such product descriptions can match more consumers who have specific needs for the product, and therefore can increase product sales.
4. Excellent case display
1. Case background introduction
Customer background: ShenzhenSeller, the product type is home decoration, and the product prices range from $30 to $60.
Customer needs: Seize the crazy shopping behavior of users during the shopping season to increase online sales.
PutStrategy: Search advertising (includesSearch Ads and Shopping Ads), accounting for 65% of the overall investment, using keyword strategies to fully cover users, combined with a small amount of Display (15% of the investment) andYouTubevideo ads(20% investment ratio) to enhance brand and product exposure and comprehensively increase overall sales during the shopping season.
2. Google adsData performance within one month of shopping season
(1) Product exposure: When shopping is approaching, products were exposed 1960 million+ times using keyword strategies in just one month, and the growth rate of product exposure is a 30-degree growth trend.
GoogleOfficial website screenshot
(2)Click-through rate: With the rapid increase in product exposure,Click-through rateStable at 0.82%, it shows that the keywords are highly effective, and the adjustment and deployment of keywords do not bring about invalid exposure of the product.
GoogleOfficial website screenshot
(3) Conversion value: withGoogle AdsAs consumption increases, sales increase simultaneously, and the ROI remains above the target ROI, indicating that the deployment of keywords is effective and does not bring about invalid clicks.
GoogleOfficial website screenshot
It is recommended that all merchants make arrangements in advance to ensure the effectiveness and correct use of keywords. Finally, it is estimated that all merchants will make a lot of money during the shopping season!
