I. Google SEM Practical Guide - Strategy Execution

Note: The above is a screenshot summarizing Google Search Ads strategies.

(I) Category Analysis and Background Check

Market background research on the product categories being marketed is the first step in developing an ad campaign strategy. First, it is necessary to identify which ad categories require ad campaign management and then analyze these categories to determine whether they belong to the same target customers and product categories.

1. Extract key ad group classification points through search

Search for product category names using Google Search , expand highly relevant keywords using related search terms and dropdown suggestions, and then filter through the search results.

Note: The above is a screenshot of Google search results.

By analyzing competitor ads' phrases and ad titles, we can break down the ad category tags and summarize the content of ad group classifications. For example, by analyzing the keyword "ultrasonic cleaning machine," we can find that "manufacturer-related phrases" and "power-related phrases" are frequently used in ad titles. These can be used as a category for ad group expansion. By expanding with different main keywords, we can find more ad group classifications.

Note: The above is a screenshot of Google search results.

Note: The above is a screenshot of Google search results.

In summary, establishing a categorization framework is crucial for clarifying the direction of keyword expansion for advertising. Keywords are collections of phrases within a category, and keyword expansion requires consideration of two key points:

①. Frequency of keyword appearance in advertisements; For example, based on the frequency content above, the number of times the three phrases "cleaner," "machine," and "40kHz" appear in advertisements indicates how customers frequently search for them. Then, based on the importance of the keywords, it is necessary to determine whether to expand the keywords to achieve full traffic coverage for this specific keyword category.

②. Your own business capabilities; for example, if your competitors support products in the 20-120KHz range, and your own capabilities only allow for products in the 20-40KHz range, then there's no need to target keywords ≥40KHz. The essence of search advertising is charging customers for clicks . If you target such keywords, and the ad and page don't showcase the advantages of that content, the relevance is weak, the ad quality is low, & the conversion rate is low, ultimately resulting in no customer inquiry conversion, which is a waste of money.

2. Business Product Service Capability Analysis

2.1 Company introduction PTT, product classification explanation from brochures;

①. Confirm the type of service category: by product, by industry solution, by service capability (standard products, customized, OEM/ODM).

②. Confirm the segment corresponding to the ad phrase:

a. By product "parameters and specifications" and by industry "functional applications"; each product has specifications and functional scenarios that users care about, which can meet the different search habits of different users for different dimensions of products and also match more user groups.

b. By service (manufacturer, customization, bulk, localization); this refers more to B2B keywords. These keywords tend to have a smaller traffic volume and place more emphasis on describing capabilities and qualifications. Completing the above steps will provide a general framework for the three-level structure of ad campaign - ad group - keyword.

2.2 Linked Sales Confirmation of High-Value Products and Services Industry

Once the framework is finalized, it's essential to communicate with sales to verify whether the products we're targeting are our main best-selling products and whether their added value is optimal. This will help us focus our advertising strategy and align it with the KPIs and ROI in ad campaign management.