品眾方案-2014年品提案loudjam2015proposal v2dec

DigitalMarketingProposal2015CompanyReviewMarketAnalysisPzoomService

AgendaAppendix:AxisSystemMarketingStrategyCompanyReviewWhoWeareWhatWedoHowWeare50%15%33%2%ThelargestserviceproviderofSEMTop1:Baidu5starverifiedagencyKATop2:360andSougouThelargestauthorizedagencyofGoogleinChinaExpertiseofintegratedmarketingoverseassocialmediaTechnologyserviceproviderforcrossSEMSolutionproviderofmobilemarketing18億SoleagencyofFacebookinMainlandChinaThefirstagencyofVKinChinaAuthorizedagencyofYandexandBingDevelopedcrosssearchengineadsmonitorsystem-AXISTechnologyserviceproviderofBaidu,360andSougouProviderAdmob,FB,InMobi,Tapjoy,Mmairpush,360mobileassistant,91mobileassistantwithAPPdistributionPzoom:FocusOnSEMFor8Years5SearchingecosystemmanagementMarketingIntegrationSearchingmarketingchainmanagementServiceIntegrationSEMSolutionSolutionIntegrationAllSEMserviceMediaIntegrationConversionrateoptimizationandmonitorDataIntegrationCrossscreenmanagementandinteractionCrossScreenIntegrationZoom:SEMSolutionProviderTop1:Baidu5starverifiedagencyToppartnersofBaidu2014ReliableagencyofBaidu2014CoreagencyofBaidu20146Zoom:Top1amongBaiduAgenciesZoom:TopDigitalMarketingAgenciesPzoomwithTopClientBrandClientmerceClientEducation/FinanceClientTravelClientInformation/Marriage/OnlineGamesClient化MarketAnalysisChinamerceAnalysisBrandStatusinChinaCompetitionAnalysisCaseStudyChineseMajormerceAnalysis:TrafficmeanseverythingformerceECTrafficTrafficmeanseverythingformerce.mercebattlemeanstrafficacquisition.Anyconversion,salesvolume,profitcomesaftertraffic.MajormerceplatformhasformeditsBIGDAY,e.g.4.18,6.18,8.18,11.11etc.Dataresource:iResearch

ChineseTypicalE-CAnalysis:rocketsto￥57bon11.11Aswecansee,TMALL(belongingtoAlibabagroup)obtainsrevenueof57billionYuanatthecraziestday11.11Whilemostwesterncustomersarestillrushintostoresfordiscountandspecialoffer,ChineseconsumercontributehugeamountonmerceplatformonlineItisnowingtheonlineshoppingfestival,similarasBlackFridayorCyberMondayDataresource:iResearch57.1

Billion(2014)35

Billion(2013)ECCastStudy,TraffictoTmallModel全年預(yù)算77萬運(yùn)營(yíng)時(shí)間1年cpc1.88ctr2.89%ROI1:1.19轉(zhuǎn)化率

0.19%轉(zhuǎn)化成本976

客單價(jià)300飛利浦：2014年啟用淘寶商城，運(yùn)營(yíng)時(shí)間一年，年度預(yù)算77w，主要的商城活動(dòng)，世界杯（上新），雙11（折扣），雙12（折扣），運(yùn)動(dòng)型耳機(jī)活動(dòng)（上新）。Tmall上有很多類似的店，指定店鋪的轉(zhuǎn)化率較低，轉(zhuǎn)化率僅為0.19%，轉(zhuǎn)化成本976。ROI為1:1.19ECCastStudy,TraffictoPlatformModel全年預(yù)算>5000萬運(yùn)營(yíng)時(shí)間5年cpc1.3~1.7ctr0.8%1%ROI1:3~1:5轉(zhuǎn)化率0.8~0.9%轉(zhuǎn)化成本200~300客單價(jià)1000~1500蘇寧：第三方電商，年度預(yù)算大，產(chǎn)品類別多，客單價(jià)較大，受到年消耗的要求，店鋪每周都要單品的促銷，詞量覆蓋廣，轉(zhuǎn)化率僅為1%，轉(zhuǎn)化成本300左右。ROI為1:3以上。ECCastStudy,TraffictoOfficialStoreModel全年預(yù)算>1000萬運(yùn)營(yíng)時(shí)間3年cpc1.6~1.8ctr2.5%~3%ROI1:10~1:12轉(zhuǎn)化率2%~3%轉(zhuǎn)化成本100客單價(jià)1500~2000海爾商城，自有品牌商城，年預(yù)算大于1000w，轉(zhuǎn)化率2%以上，轉(zhuǎn)化成本100，ROI為1:10以上，量級(jí)和商城性質(zhì)與飛利浦較為接近，可供飛利浦參考。但需要注意，海爾客單價(jià)為1500+較高,100的轉(zhuǎn)化成本也是經(jīng)過3年的運(yùn)營(yíng)調(diào)整后的結(jié)果。PhilipsHeadsetdailyqueryis300.11.11ispeakdayonheadsetquery.ForHeadset,WhatisTrafficTrendInChina?Hometheaterstartincreasingfrom2014.Apr~Oct，returnnormalfromOct.家庭影院家庭音響ForHomeTheater,WhatisTrafficTrendInChina?飛利浦比較接近的品牌為深海塞爾，鐵三角，魔聲，重點(diǎn)關(guān)注這類品牌賬戶的關(guān)鍵詞策略和排名策略。品牌認(rèn)知：各個(gè)在消費(fèi)者心中的競(jìng)爭(zhēng)格局情況，兩點(diǎn)之間距離越近，兩者越相似，反之，兩點(diǎn)之間的距離越遠(yuǎn)，兩者差異性越大。（以搜索詞的方式，以網(wǎng)站訪客的方式，以人口屬性的方式（性別、年齡段、學(xué)歷、行業(yè)）BrandCompetitorsAnalysisSennheiser,Audio-Technica,Beats,AKG,SonyareourcompetitorsforInternetusers.HeadsetbrandcompetitorsonInternetusersHometheaterbrandcompetitorsonInternetusers飛利浦比較接近的品牌為雅馬哈，惠威山水，重點(diǎn)關(guān)注這類品牌賬戶的關(guān)鍵詞策略和排名策略。品牌認(rèn)知：各個(gè)在消費(fèi)者心中的競(jìng)爭(zhēng)格局情況，兩點(diǎn)之間距離越近，兩者越相似，反之，兩點(diǎn)之間的距離越遠(yuǎn)，兩者差異性越大。（以搜索詞的方式，以網(wǎng)站訪客的方式，以人口屬性的方式（性別、年齡段、學(xué)歷、行業(yè)）BrandCompetitorsAnalysisYAMAHA,HiVi,SansuiareourcompetitorsforInternetusers.BrandTermBrandTerm耳機(jī)iphone5耳機(jī)藍(lán)牙耳機(jī)蘋果耳機(jī)魔音耳機(jī)鐵三角耳機(jī)耳機(jī)大家壇魔音耳機(jī)官網(wǎng)魔聲耳機(jī)耳塞藍(lán)牙耳機(jī)什么牌子的好耳機(jī)推薦煲耳機(jī)耳機(jī)論壇藍(lán)牙耳機(jī)怎么用監(jiān)聽耳機(jī)耳機(jī)吧耳機(jī)煲機(jī)耳機(jī)品牌魔聲耳機(jī)官網(wǎng)HeadsetTOPQueryKeyFindings:PopularKeywordsaremostwithbrandtermandpurchaseterm.GeneralKeywordscanhelpLoudjamwithmorecoverage.ForHeadset,WhatIsTheTopQueryInChina?WeFindotherbrandshowingonthenexttimewhenphilipsheadsetsearchuserslookingfor,whichmeanslessloyaltyforpurchasingusers.Thesearchtermsarepurchasingfocus,whichmeansSEMhelpsconvertbuyers.ForPhilipsHeadset,WhatIsTheTopQueryNext?耳機(jī)行業(yè)，JD的關(guān)鍵詞覆蓋度較高，置左率最高的是蘇寧。第三方電商搶占了大量耳機(jī)行業(yè)流量資源。詞包為飛利浦賬戶內(nèi)詞包。（今年飛利浦使用tmall域名，數(shù)據(jù)被影響，無法和電商做對(duì)比）JD，阿里巴巴，蘇寧，國(guó)美，在耳機(jī)行業(yè)覆蓋飛利浦詞包的最大的四個(gè)電商平臺(tái)。HeadsetKeywords,merceCompetitionAnalysis耳機(jī)行業(yè)，電商平臺(tái)，平均左排名最好的是亞馬遜，而蘇寧對(duì)左右排名的位置調(diào)整均保持在行業(yè)領(lǐng)先水平。HeadsetKeywords,merceCompetitiononSEMAnalysis化MarketingStrategyMarketingDollarForecastMarketingDollarAllocatedMonthlySpendingbyChannelRev:￥10,000,000CVR:1-3%AUP:￥300Baseontheaboving3indexandtheexperienceondigitalmarketinginChina.MarketingDollar>=￥2,800,000SearchEngineTypesUsageinAug.2014MarketshareinAug.2014Resource：ChineseTopSearchEnginesStructure:Baidu:360:Sogou=6:2:1FulltrafficcoveragebymajormediaExecution

Baidu:360:sogou=6:2:12015SEMBudgetProposalAllrelevantfiguresestimatedaboveareonlyforreference,basedonthenaturalconversionrateisstableon.KPIissupposedtobediscussedafter1-2monthstrialcooperation.2015SEMBudget&EvaluationMediaItemBudget/MBudget/YCPCClicksCVRordersalesROIAUSBaidusearch125000150000027500002.42%1813454402003.63300.00360search416675000001.63125001.92%600018000003.60300.00Sogousearch250003000001.52000001.85%370011100003.70300.00DSPRemarketing500005000001.53333331.65%550016500003.30300.00Total23333328000001.7515958332.09%33334100002003.57300.00ChannelStrategyOverviewSEM:ROIandUVDrivenBudgetallocationandROIforecastDSP:ImpressionandTrafficDrivenPoweredbyBaiduDSPandMediaVDSPSEMOptimizationStrategyMethodologyandAxisAttributionModelingBaiduSearchAds(PC70%MarketShare)KeywordscategoryBrandProductGeneralCompetitorCostshare40%30%10%20%RankTop1Top5Top10Top3BaidusearchadsisalwaysoncampaignwiththebestROIandUVBaiduBrandzoneistooexpensiveon2015,weonlyconsidertobuy1-2monthsforpromotioncampaign.MobilesearchfromBaiduisincreasingalotin2015,ifwehavemobilesitewithshoppingcart,Isuggesttoswitchsomebudgetformobilecampaign.

KeywordsDemoBaidukeywords:FocusonBrand&Product&General&CompetitorPeriod:9monthsfromAprilKPI:UV,CPC,ROI2015BaiduSEMBudgetProposalAllrelevantfiguresestimatedaboveareonlyforreference.KPIissupposedtobediscussedafter1-2monthstrialcooperation.MediaPeriodItemBudgetCPCClickCVROrderSalesROIAUSBaidu1search000000002search000000003search000000004search900002450002.00%9002700003.00300.005search900002450002.22%10003000003.33300.006search1250002625002.0812300.007search1250002625002.2436300.008search1500002750002.2740300.009search1500002750002.4060300.0010search22000021100002.55%28008400003.82300.0011search30000021500002.69%403412102004.03300.0012search25000021250002.56%32009600003.84300.00Totalsearch150000027500002.42%1813454402003.63300.00360SearchAds(PC20%MarketShare)KeywordscategoryBrandProductGeneralCompetitorCostshare30%40%15%15%RankTop1Top5Top10Top3360searchadsisalwaysoncampaignwithlowCPCandgoodROI360Brandzoneischeaper,wealsoconsidertobuy1-2months.360searchtrafficisPConly,andcomingfromthe360browser.Theuserisyoungerthanbaidu.Wecanchoosemoreproductkeywordstocoveryoungpeople.KeywordsDemo360keywords:FocusonBrand&Product&General&CompetitorPeriod:9monthsfromAprilKPI:UV,CPC,ROI2015360SEMBudgetProposalAllrelevantfiguresestimatedaboveareonlyforreference.KPIissupposedtobediscussedafter1-2monthstrialcooperation.MediaPeriodItemBudgetCPCClickCVROrderSalesROIAUS3601search000000002search000000003search000000004search400001.6250001.60%4001200003.00300.005search450001.6281251.78%5001500003.33300.006search450001.6281251.78%5001500003.33300.007search450001.6281251.78%5001500003.33300.008search450001.6281251.78%5001500003.33300.009search550001.6343751.75%6001800003.27300.0010search650001.6406251.97%8002400003.69300.0011search800001.6500002.40%12003600004.50300.0012search800001.6500002.00%10003000003.75300.00Totalsearch5000001.63125001.92%600018000003.60300.00SogouSearchAds(PC10%MarketShare)KeywordscategoryBrandProductGeneralCompetitorCostshare40%30%10%20%RankTop1Top

3Top5Top3SogousearchadsisalwaysoncampaignwithlowCPCandqualifyTraffic.SogouBrandzoneismuchcheaper,weconsidertobuy9months.MobilesearchfromSogouisbetterthan360,ifwehavemobilesitewithshoppingcart,Isuggesttousesogoumobilesearch.KeywordsDemoSogoukeywords:FocusonBrand&Product&General&CompetitorPeriod:9monthsfromAprilKPI:UV,CPC,ROI2015SogouSEMBudgetProposalAllrelevantfiguresestimatedaboveareonlyforreference.KPIissupposedtobediscussedafter1-2monthstrialcooperation.MediaPeriodItemBudgetCPCClickCVROrderSalesROIAUSSogou1search000000002search000000003search000000004search150001.5100001.50%150450003.00300.005search150001.5100001.50%150450003.00300.006search200001.5133331.50%200600003.00300.007search250001.5166671.50%250750003.00300.008search300001.5200001.70%3401020003.40300.009search300001.5200001.70%3401020003.40300.0010search450001.5300002.09%6271881004.18300.0011search700001.5466672.09%9762928004.18300.0012search500001.5333332.00%6672000004.00300.00Totalsearch3000001.52000001.85%370011099003.70300.00ChannelStrategyOverviewSEM:ROIandUVDrivenBudgetallocationandROIforecastDSP:ImpressionandTrafficDrivenPoweredbyBaiduDSPandMediaVDSPSEMOptimizationStrategyMethodologyandAxisAttributionModeling2015SEMKeywordsStrategy潛在消費(fèi)者行業(yè)消費(fèi)者核心消費(fèi)者搜索行業(yè)與通用相關(guān)攔截行業(yè)、通用需求

主動(dòng)展示精準(zhǔn)曝光搜索飛利浦耳機(jī)建立官方入口，全面攔截其他行業(yè)潛在目標(biāo)人群跨行業(yè)需求人群，或者潛在興趣人群，還有競(jìng)品覆蓋用戶，我們可以多形式追蹤展現(xiàn)，曝光引導(dǎo)搭建目標(biāo)消費(fèi)者構(gòu)成及覆蓋策略2015SEMAccountStructure賬戶結(jié)構(gòu)品牌詞飛利浦-耳機(jī)飛利浦-音響飛利浦-影院競(jìng)品詞三星惠威AKG山水購買詞耳機(jī)-行情音響-價(jià)格耳機(jī)-哪里便宜通用詞耳機(jī)音響家庭影院活動(dòng)詞雙11

根據(jù)不同詞性及網(wǎng)民不同搜索習(xí)慣，建立賬戶結(jié)構(gòu)，Axis系統(tǒng)進(jìn)行精細(xì)化自動(dòng)分組，以高消費(fèi),高轉(zhuǎn)化，以高消費(fèi),低轉(zhuǎn)化，以低消費(fèi),高轉(zhuǎn)化，以低消費(fèi),低轉(zhuǎn)化，從不同建立模型分析，自動(dòng)競(jìng)價(jià)。黃金賬戶結(jié)構(gòu)，靈活投放及分析，建模型自動(dòng)優(yōu)化關(guān)鍵詞結(jié)構(gòu)策略自動(dòng)鎖定重點(diǎn)通用詞，增加相關(guān)組合詞，守住排1-3名。2015SEMOptimizationROIStrategy以耳機(jī)，音響為重點(diǎn)，鎖定高轉(zhuǎn)化關(guān)鍵詞，確保ROI穩(wěn)定關(guān)鍵詞定位策略家庭影院家庭音響家庭影院品牌家庭影院效果高高消費(fèi)ROI自動(dòng)鎖定品牌詞最優(yōu)質(zhì)詞，重點(diǎn)拓展，鎖定排1名自動(dòng)調(diào)整出價(jià)，以低出價(jià)調(diào)整匹配模式，排名保持首頁4-6名自動(dòng)調(diào)整出價(jià)，以最相關(guān)的創(chuàng)意獲得更好排名，提高點(diǎn)擊率，排名保持3名。飛利浦耳機(jī)官網(wǎng)飛利浦家庭影院重低音耳機(jī)單孔耳麥耳機(jī)團(tuán)購耳機(jī)測(cè)評(píng)藍(lán)牙耳機(jī)耳機(jī)音效家庭影院測(cè)評(píng)家庭影院效果古典音樂電影大片游戲音效2015SEMOptimizationROIStrategy關(guān)鍵詞優(yōu)化策略擴(kuò)詞選詞剖析

無關(guān)詞低效詞源頭詞高效詞無關(guān)詞--刪除--費(fèi)用向高效詞轉(zhuǎn)移--屏蔽低效詞--多角度優(yōu)化(貪吃詞)->降費(fèi)用或刪除--費(fèi)用向高效詞轉(zhuǎn)移源頭詞--保留,并優(yōu)化--費(fèi)用有保證高效詞--優(yōu)勢(shì)分析->分享經(jīng)驗(yàn)--不斷增加高效詞(擴(kuò)詞)--足額消費(fèi)(時(shí)間&區(qū)域)海量擴(kuò)詞并篩選高效/低效/無效/源頭詞歸因模型—用戶全路徑數(shù)據(jù)收集網(wǎng)民甲搜索關(guān)鍵詞A：耳機(jī)點(diǎn)擊廣告進(jìn)入LP跳出兩天后搜索關(guān)鍵詞B：飛利浦耳機(jī)點(diǎn)擊廣告進(jìn)入同一LP再次跳出搜索關(guān)鍵詞C：LoudJAM點(diǎn)擊廣告進(jìn)入同一LP兩天后咨詢提交訂單購買300元的耳機(jī)Axis可以追蹤到整個(gè)訂單路徑中的各關(guān)鍵詞，及他們所處的位置。如上圖，整個(gè)購買過程出現(xiàn)三個(gè)關(guān)鍵詞：關(guān)鍵詞A計(jì)入引導(dǎo)轉(zhuǎn)化，關(guān)鍵詞B計(jì)入輔助轉(zhuǎn)化，關(guān)鍵詞C計(jì)入最終轉(zhuǎn)化。但是如何分別衡量它們帶來的價(jià)值？——品眾互動(dòng)Axis系統(tǒng)的歸因模型將對(duì)關(guān)鍵詞作進(jìn)一步剖析。OptimizationROIStrategyAttributionModel

例如前面網(wǎng)民甲的例子，最終形成了一個(gè)1200元的轉(zhuǎn)化：如果認(rèn)為引導(dǎo)詞最有價(jià)值，采用初次權(quán)重模型：A的權(quán)重轉(zhuǎn)化金額為1200，B，C為0；如果認(rèn)為最終詞最有價(jià)值，采用最終權(quán)重模型：A、B權(quán)重轉(zhuǎn)化金額為0，C為1200；如果認(rèn)為路徑中的每個(gè)關(guān)鍵詞都具有同等價(jià)值，平均權(quán)重模型：A，B、C每個(gè)詞的權(quán)重轉(zhuǎn)化金額為1200/3=400

歸因模型，讓關(guān)鍵詞優(yōu)化更客觀準(zhǔn)確！1、初次權(quán)重模型：引導(dǎo)詞得分為100%，其他詞得分0%.2、最終權(quán)重模型：最終詞得分為100%，其他詞得分0%

.

3、平均權(quán)重模型：將100%平均分配給每一個(gè)詞.4、線性權(quán)重模型：按線性方程將100%分配給每一個(gè)詞.5、U型權(quán)重模型：引導(dǎo)詞和最終詞平分分配最多，其他詞分配較弱.6、平均50權(quán)重模型：最終詞得分為50%，其余50%平均分配給其他詞.7、平均80權(quán)重模型：引導(dǎo)詞和最終詞分別得分40%，其余20%平均分配給其他詞.8、時(shí)間權(quán)重模型：按時(shí)間相關(guān)性將100%分配給每一個(gè)詞，時(shí)間越接近，得分越高.Axis提供8種歸因模型OptimizationROIStrategyAttributionModelChannelStrategyOverviewSEM:ROIandUVDrivenBudgetallocationandROIforecastDSP:ImpressionandTrafficDrivenPoweredbyBaiduDSPandMediaVDSPSEMOptimizationStrategyMethodologyandAxisAttributionModelingBudgetallocatedbymonthsbaseonMasterPlanBudgetallocatedbymonthsbaseonMasterPlanandECpromotionperiod1月2月3月4月5月6月7月8月9月10月11月12月五一元旦、春節(jié)端午6.18

8.18Suning11.11TmallMusicFestivalECPromotionLoudjam七夕中秋國(guó)慶情人節(jié)感恩節(jié)圣誕節(jié)4.19VipshopLaunchingAllproductLaunchingBigCampaignBigCampaignHoliday3.1JumeiCNY

NewproductLaunching12.12TaobaoFor3Cproduct,thebigpromotiondayis6.18,8.18and11.11.Wecanbetterleveragetheofflinecampaign,whichdriveshigheronlineconversionrate.WealsoneedtofollowthepathoftopECplayersuchasJDandTmall.2015DSPBudgetProposal,RemarketingfocusAllrelevantfiguresestimatedaboveareonlyforreference.KPIissupposedtobediscussedafter1-2monthstrialcooperation.DSPcanbealwaysoncampaign,itneedstrackingcode.MediaPeriodItemBudgetCPCClickCVROrderSalesROIAUSDSP1Remarketing000000002Remarketing000000003Remarketing000000004Remarketing000000005Remarketing300001.5200001.50%300900003.00300.006Remarketing400001.5266671.50%4001200003.00300.007Remarketing400001.5266671.50%4001200003.00300.008Remarketing600001.5400001.70%6001800003.00300.009Remarketing600001.5400001.70%6501950003.25300.0010Remarketing700001.5466672.09%8002400003.43300.0011Remarketing1000001.5666672.09%12503750003.75300.0012Remarketing1000001.5666672.00%11003300003.30300.00TotalRemarketing5000001.53333331.65%550016500003.30300.00DSPChannel,PoweredbyBaiduDSPVideoChannel,PoweredbyMediaVDSPVideoChannel,PoweredbyMediaVDSP48AdExchangeIntegrationVideoChannel,PoweredbyMediaVDSPPre-rollAdsforROI?IftheROIistheKPI,wesuggesttousededicatedbudgetforvideopre-rollads.Duetopricereason,andhardtooptimizingROI,Itshouldbebrandingfocus.Normally,customerneedupto200,000/day.VideoPre-rollAdsistooexpensiveforROItarget.YoukuandTudouVideopre-rollPriceSampleiqiyiVideopre-rollPriceSample化PzoomServiceServiceTeamStructureServiceTeamIntroductionServiceProcessServiceFeeandTaxVPSimonXieITsupportMediaPlanningExecutiveAXISsupportAccountDirectorTracyZhangProjectManagerBillTianMediaPlanningManagerSalesDirectorAccountManagerAccountExecutiveAccountExecutivePzoomServiceTeamStructureSalesRep.謝嵩SimonVicePresidentMBAofHongKongUniversityWorkedinGooglefor8years,hasrichexperienceofSEMatmerce,Education,Games,andOverseaMareket.Recentlyhasbeenfocusingonnewmediamarketing,e.g.mobile,socialmedia,DSP.張婷TracyAccountDirector6yearsofrichworkingexperienceinmarketing,SEMatBaiduandGoogle.Majorclient:EsteeLauder,Meiwei77,FerreroRocher,LiNing,Ymatou田中銘B(tài)illProjectManager3yearscrosschannelSEMexperience，hasbeendedicatedmanagingGoogleAccountfor2years,andSogou/Soso/360for2years.

ServingMajorclient:PhilipsandFerreroRocher.執(zhí)行策略上線方案創(chuàng)意及文案撰寫方案執(zhí)行及日常運(yùn)營(yíng)數(shù)據(jù)分析及執(zhí)行優(yōu)化賬戶診斷-現(xiàn)有賬戶結(jié)構(gòu)分析-現(xiàn)有投放媒介分析-規(guī)模、ROI效果分析-未來發(fā)展?jié)摿Ψ治?物料及LP競(jìng)爭(zhēng)力分析新賬戶結(jié)構(gòu)搭建-賬戶結(jié)構(gòu)方案制定-SEM渠道覆蓋策略制定-全年預(yù)算分配及效果預(yù)估-拓詞方案及月度計(jì)劃-物料及LP策略第一階段執(zhí)行方案-預(yù)算及效果預(yù)估-媒介渠道及排期分配-分媒介投放執(zhí)行方案-物料及LP執(zhí)行方案-優(yōu)化流程及頻次方案文案撰寫-N套文案方案-文案測(cè)試-文案效果評(píng)估-批量修訂-文案再優(yōu)化及調(diào)整創(chuàng)意設(shè)計(jì)-創(chuàng)意方案-創(chuàng)意制作-創(chuàng)意甲方審核-創(chuàng)意投放-文案再優(yōu)化及調(diào)整

LP關(guān)聯(lián)及效果分析-LP建議-LP關(guān)聯(lián)效果分析-LP改進(jìn)賬戶運(yùn)營(yíng)-核心優(yōu)勢(shì)產(chǎn)品拓詞-不同KPI評(píng)估優(yōu)化-品牌詞拓展優(yōu)化-通用詞拓展優(yōu)化-產(chǎn)品詞拓展優(yōu)化-人群詞拓展優(yōu)化-優(yōu)化組合及預(yù)算分配比例賬戶分析-不同類型詞效果分析-不同地域效果分析-不同產(chǎn)品效果分析-不同活動(dòng)效果分析主副賬戶關(guān)聯(lián)管理數(shù)據(jù)分析-轉(zhuǎn)化漏斗分析-核心KPI分析-投放效率分析-投放放量分析-競(jìng)爭(zhēng)對(duì)手分析-行業(yè)趨勢(shì)分析執(zhí)行優(yōu)化-提高CTR方案-提升排名方案-拓展流量方案-優(yōu)化CPC方案-提升ROI方案-提升銷售方案多媒體歸因分析-展示類廣告與搜索相關(guān)性分析-多次轉(zhuǎn)化權(quán)重分析PzoomServiceProcess2015ServiceFeeandTaxLoudjam2015SEMServiceChargeMediaAmountRemarkBaidu1,500,000ExtraoffersubjecttoBaidu2015officialannouncement360500,000Extraoffer5%rebateSogou300,000ExtraoffersubjecttoSogou2015officialannouncement

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