竞价SEM数据分析PPT

SEM数据分析分享更多SEM技术分享请加SEM技术交流群：146996558你会关注哪些数据？Click？CPC？Cost？CPA？咨询量？PV？跳出率？转化率？网站停留时间？新访者、回访者？ROI？数据分析的基础建立在营销目的上，按营销目的主要划分为三类•品牌知晓：主要目的提升品牌知名度•流量增加：主要目的给网站增加流量，带来优质访问流量•销售促进：主要为网站带来销售业绩，销售机会关键指标维度news.39.net/ylzx/xaytsg/yyk.familydoctor.com.cn/20620/yiyuan.120ask.com/xafk/blog.dqccc.com/u/1724215/blog.dqccc.com/u/1726236/blog.dqccc.com/u/1724214/blog.dqccc.com/u/1724211/blog.dqccc.com/u/1724213/blog.dqccc.com/u/1725836/不同营销目的关注不同数据指标前端数据后端数据其他品牌知晓展示量，点击量，关键词及广告语的点击率，cpc品牌检索量，新访客...？流量增加点击量，点击率，cpc唯一访问者，PV，平均访问页数，停留时间，跳出率，高质量访问流量…？销售促进消费，点击量，点击率，cpc订单量，ROI，CPA，转化率客单价，路径转化，流失率…关注数据指标营销目的关键指标维度找出主要矛盾流量成本转化数多多多多多少少少少主要矛盾分析-成本高流量成本转化数多多多•转化成本=消费/转化量=CPC*点击量/转化量=CPC*CVR•CPC高：降低出价，优化质量度•CVR低：优质流量（修改匹配方式，增加否定词，暂停…），LandingPage优化，转化流程优化，促销活动找出主要矛盾主要矛盾分析-转化数少流量成本转化数多多少找出主要矛盾•转化数=点击*CVR=展示*CTR*CVR•展示低：修改匹配方式，扩词•CTR低：优化创意，优化排名，过滤不精准关键词•CVR低：优质流量（修改匹配方式，增加否定词，暂停…），LandingPage优化，转化流程优化，促销活动主要矛盾分析-流量少流量成本转化数少少少•点击量=展示*CTR•展示低：修改匹配方式，扩词，预算限制，地域限制，时间限制•CTR低：优化创意，优化排名，过滤不精准关键词找出主要矛盾面对十几甚至是几十个推广计划，推广组，成千上万的关键词，如果着手分析？找出有影响力的关键词•按点击量或消费排序，•找出有问题的推广计划，推到推广单元，推到关键词•宏观的把握数据，找出影响整个计划的关键词，找出同类问题关键词数据拆分-象限法，找出关键词的问题点CVRCTR满意消费者槽糕的广告不精准人群失望消费者扩大满意消费者提升CTR优化创意：保留高CTR创意，优化低CTR创意扩展同类词找出此类词的共性，进行扩展：如包含某词根分析搜索词报告：补充匹配出的此类相关关键词糟糕的广告提升CTR优化排名：提高排名优化创意不精准人群选词问题排名问题创意问题匹配问题Landingpage问题失望消费者带来的是否真正的用户从跳出率，访问深度，停留时间判断Landingpage问题转化流程问题产品没有优势数据拆分-决策树，找出关键词的问题点数据分析需要注意的几点数据分析可以帮助你优化精准流量，带来销售机会，但网站后端用户体验，产品分析更是至关重要的，直接影响你的销售结果要明确你的网站，产品所处的阶段，你的营销目标是否符合你的市场策略，市场定位CPA高，转化低的关键词是否一定不好，要暂停？不一定。优化调整前后，要做数据对比，保证每次优化是有意义的，得出结论性东西很重要blog.dqccc.com/s/article_7256794.htmlblog.dqccc.com/s/article_7256802.htmlblog.dqccc.com/s/article_7256810.htmlblog.dqccc.com/s/article_7256828.htmlblog.dqccc.com/s/article_7256832.htmlblog.dqccc.com/s/article_7256836.htmlblog.dqccc.com/s/article_7256840.htmlblog.dqccc.com/s/article_7256846.htmlblog.dqccc.com/s/article_7256851.htmlblog.dqccc.com/s/article_7256855.htmlblog.dqccc.com/s/article_7256862.htmlblog.dqccc.com/s/article_7256867.htmlblog.dqccc.com/s/article_7256872.htmlblog.dqccc.com/s/article_7256875.htmlblog.dqccc.com/s/article_7256882.htmlblog.dqccc.com/s/article_7256889.htmlblog.dqccc.com/s/article_7256897.htmlblog.dqccc.com/s/article_7256902.htmlblog.dqccc.com/s/article_7256907.htmlblog.dqccc.com/s/article_7256912.htmlblog.dqccc.com/s/article_7256921.htmlblog.dqccc.com/s/article_7256926.htmlblog.dqccc.com/s/article_7256938.htmlblog.dqccc.com/s/article_7256944.htmlblog.dqccc.com/s/article_7256951.htmlblog.dqccc.com/s/article_7256960.htmlblog.dqccc.com/s/article_7256971.htmlblog.dqccc.com/s/article_7256977.htmlblog.dqccc.com/s/article_7256985.htmlblog.dqccc.com/s/article_7256992.htmlThankYou！更多分享请加QQ：609717367news.39.net/xaytsg/161101/5031942.htmlnews.39.net/xaytsg/161101/5031954.htmlnews.39.net/xaytsg/161101/5031976.htmlnews.39.net/xaytsg/161101/5031981.htmlnews.39.net/xaytsg/161101/5031985.htmlnews.39.net/xaytsg/161101/5031993.htmlnews.39.net/xaytsg/161101/5031995.htmlnews.39.net/xaytsg/161101/5032000.htmlnews.39.net/xaytsg/161101/5032005.htmlnews.39.net/xaytsg/161101/5032012.htmlnews.39.net/xaytsg/161101/5032016.htmlnews.39.net/xaytsg/161101/5032017.htmlnews.39.net/xaytsg/161101/5032019.htmlnews.39.net/xaytsg/161101/5032020.htmlnews.39.net/xaytsg/161102/5032984.htmlnews.39.net/xaytsg/161102/5033019.htmlnews.39.net/xaytsg/161102/5033022.htmlnews.39.net/xaytsg/161102/5033030.htmlnews.39.net/xaytsg/161102/5033046.htmlnews.39.net/xaytsg/161102/5033069.htmlnews.39.net/xaytsg/161102/5033074.htmlnews.39.net/xaytsg/161102/5033112.htmlnews.39.net/xaytsg/161104/5035083.htmlnews.39.net/xaytsg/161104/5035092.htmlnews.39.net/xaytsg/161104/5035107.htmlnews.39.net/xaytsg/161104/5035109.htmlnews.39.net/xaytsg/161104/5035112.htmlnews.39.net/xaytsg/161104/5035114.htmlnews.39.net/xaytsg/161104/5035116.htmlnews.39.net/xaytsg/161104/5035120.htmlnews.39.net/xaytsg/161104/5035128.htmlnews.39.net/xaytsg/161104/5035131.htmlnews.39.net/xaytsg/161104/5035136.htmlnews.39.net/xaytsg/161104/5035137.htmlnews.39.net/xaytsg/161104/5035152.htmlnews.39.net/xaytsg/161104/5035169.htmlnews.39.net/xaytsg/161104/5035187.htmlnews.39.net/xaytsg/161105/5036219.htmlnews.39.net/xaytsg/161105/5036221.htmlnews.39.net/xaytsg/161105/5036223.htmlnews.39.net/xaytsg/161105/5036227.htmlnews.39.net/xaytsg/161105/5036230.htmlnews.39.net/xaytsg/161105/5036232.htmlnews.39.net/xaytsg/161105/5036233.htmlnews.39.net/xaytsg/161105/5036239.htmlnews.39.net/xaytsg/161105/5036241.htmlnews.39.net/xaytsg/161105/5036243.htmlnews.39.net/xaytsg/161105/5036246.htmlnews.39.net/xaytsg/161105/5036248.htmlnews.39.net/xaytsg/161105/5036249.htmlnews.39.net/xaytsg/161105/5036252.htmlnews.39.net/xaytsg/161105/5036254.htmlnews.39.net/xaytsg/161105/5036256.htmlnews.39.net/xaytsg/161105/5036257.htmlnews.39.net/xaytsg/161105/5036258.htmlnews.39.net/xaytsg/161105/5036261.htmlnews.39.net/xaytsg/161105/5036262.htmlnews.39.net/xaytsg/161105/5036265.htmlnews.39.net/xaytsg/161105/5036267.htmlnews.39.net/xaytsg/161105/