竞价SEM数据分析

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竞价SEM数据分析你会关注哪些数据？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/ylzx/xaytsg//20620//xafk//u/1724215//u/1726236//u/1724214//u/1724211//u/1724213//u/1725836/不同营销目的关注不同数据指标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*CVRCPC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/s/article_7256794.html/s/article_7256802.html/s/article_7256810.html/s/article_7256828.html/s/article_7256832.html/s/article_7256836.html/s/article_7256840.html/s/article_7256846.html/s/article_7256851.html/s/article_7256855.html/s/article_7256862.html/s/article_7256867.html/s/article_7256872.html/s/article_7256875.html/s/article_7256882.html/s/article_7256889.html/s/article_7256897.html/s/article_7256902.html/s/article_7256907.html/s/article_7256912.html/s/article_7256921.html/s/article_7256926.html/s/article_7256938.html/s/article_7256944.html/s/article_7256951.html/s/article_7256960.html/s/article_7256971.html/s/article_7256977.html/s/article_7256985.html/s/article_7256992.htmlThankYou！更多分享请加QQ：609717367/xaytsg/161101/5031942.html/xaytsg/161101/5031954.html/xaytsg/161101/5031976.html/xaytsg/161101/5031981.html/xaytsg/161101/5031985.html/xaytsg/161101/5031993.html/xaytsg/161101/5031995.html/xaytsg/161101/5032000.html/xaytsg/161101/5032005.html/xaytsg/161101/5032012.html/xaytsg/161101/5032016.html/xaytsg/161101/5032017.html/xaytsg/161101/5032019.html/xaytsg/161101/5032020.html/xaytsg/161102/5032984.html/xaytsg/161102/5033019.html/xaytsg/161102/5033022.html/xaytsg/161102/5033030.html/xaytsg/161102/5033046.html/xaytsg/161102/5033069.html/xaytsg/161102/5033074.html/xaytsg/161102/5033112.html/xaytsg/161104/5035083.html/xaytsg/161104/5035092.html/xaytsg/161104/5035107.html/xaytsg/161104/5035109.html/xaytsg/161104/5035112.html/xaytsg/161104/5035114.html/xaytsg/161104/5035116.html/xaytsg/161104/5035120.html/xaytsg/161104/5035128.html/xaytsg/161104/5035131.html/xaytsg/161104/5035136.html/xaytsg/161104/5035137.html/xaytsg/161104/5035152.html/xaytsg/161104/5035169.html/xaytsg/161104/5035187.html/xaytsg/161105/5036219.html/xaytsg/161105/5036221.html/xaytsg/161105/5036223.html/xaytsg/161105/5036227.html/xaytsg/161105/5036230.html/xaytsg/161105/5036232.html/xaytsg/161105/5036233.html/xaytsg/161105/5036239.html/xaytsg/161105/5036241.html/xaytsg/161105/5036243.html/xaytsg/161105/5036246.html/xaytsg/161105/5036248.html/xaytsg/161105/5036249.html/xaytsg/161105/5036252.html/xaytsg/161105/5036254.html/xaytsg/161105/5036256.html/xaytsg/161105/5036257.html/xaytsg/161105/5036258.html/xaytsg/161105/5036261.html/xaytsg/161105/5036262.html/xaytsg/161105/5036265.html/xaytsg/161105/5036267.html/xaytsg/161105/5036272.html/xaytsg/161105/5036276.html/xaytsg/161105/5036279.html/xaytsg/161105/5036281.html/xaytsg/161105/5036282.html/xaytsg/161105/5036285.html/xaytsg/161105/5036286.html/xaytsg/161107/5037074.html/xaytsg/161107/5037076.html/xaytsg/161107/5037089.html/xaytsg/161107/5037106.html/xaytsg/161107/5037111.html/xaytsg/161107/5037117.html/xaytsg/161107/5037127.html/xaytsg/161107/5037135.html/xaytsg/161107/5037142.html/xaytsg/161107/5037150.html/xaytsg/161107/5037164.html/xaytsg/161107/5037169.html/xaytsg/161107/5037174.html/xaytsg/161107/5037180.html/xaytsg/161107/5037184.html/xaytsg/161107/5037195.html/xaytsg/161107/5037200.html/xaytsg/161107/5037210.html/xaytsg/161107/5037216.html/xaytsg/161107/5037219.html/xaytsg/161107/5037224.html/xaytsg/161107/5037233.html/xaytsg/161107/5037240.html/xaytsg/161107/5037245.html/xaytsg/161107/5037253.html/xaytsg/16