1) Keywords【关键词】… 2

  1. Negative Keywords Monitor and Suggestion【负面关键词监控并提供建议】… 2
  2. List out bad performing keywords that need to be removed and recommend new keywords to ad【需要删除的不良关键词,并新添关键词】… 2
  3. Adding keywords that can help improve traffic and conversions to existing groups;Adding new keywords that can help improve traffic and conversions to new created groups【增加可以提高展现量和点击率的关键词;以及新加对应单元和创意 】… 3

2) Ad Copies Optimization【广告创意优化】… 5

  1. Bad performing ad copies that need to be removed【需要删除的不良创意】… 5
  2. b. Recommend new copies or new topics (to create) that can help improve traffic and conversions【推荐新创意,以帮助改进流量和转换】… 6

3)       Ad  bid【出价】… 7

  1. Recommendations on bid optimization – e.g. peak hours VS normal hours, brand keywords VS non-brand keywords【投标优化建议——例如高峰时段与正常时段、品牌关键词与非品牌关键词】… 7

4) Ad  budget【广告预算分配】… 8

  1. Peak Hours【高峰时间】… 8
  2. Budget allocation【预算分配的建议】… 9

5)Other  recommendations【其它建议】… 9

a. Other recommendations – e.g. according to the Mainland China audience’s behaviour, how we can revise the landing page to get better conversions 【其他建议-例如,根据中国大陆观众的行为,我们如何修改登录页面以获得更好的转化。】     9

 

 

1) Keywords【关键词】

a. Negative Keywords Monitor and  Suggestion【负面关键词监控并提供建议】

 

a.1. There is not negative items for your brand; while we are keep monitoring.【网络暂时没有有关您品牌的负面关键词但我们会持续监控】

 

b. List out bad performing keywords that need to be removed and recommend new keywords to ad【需要删除的不良关键词,并新添关键词】

 

b.1. For keywords with little or no presentation in the past 1 month, it is recommended to adjust the keyword matching mode to broad match and increase the delivery time; if there is still no search volume after the above operation, delete these keywords.【对于近1个月内无或者很少有展现量的关键词,建议调整关键词匹配模式为广泛匹配,加大投放时长;如果如上操作后依然无搜索量则删除这些关键词】

 

 

c. Adding keywords that can help improve traffic and conversions to existing groups;Adding new keywords that can help improve traffic and conversions to new created groups【增加可以提高展现量和点击率的关键词;以及新加对应单元和创意 】

 

2) Ad Copies Optimization【广告创意优化】

a.    Bad performing ad copies that need to be removed【需要删除的不良创意】

 

a.1. Reason【修改原因】:High Impression but low click through rate;Low connection between keywords and creative copy。【高展现,低点击,创意与关键词相关度低】

 

 

b.    b. Recommend new copies or new topics (to create) that can help improve traffic and conversions【推荐新创意,以帮助改进流量和转换】

 

 

 

3) Ad  bid【出价】

a.    Recommendations on bid optimization – e.g. peak hours VS normal hours, brand keywords VS non-brand keywords【投标优化建议——例如高峰时段与正常时段、品牌关键词与非品牌关键词】

 

a.1 Recommendation: For branded keywords AD 24 hours online; For non-branded keywords, promotion proportion to be allocated according to peak hours and normal hours. Illustration ad below screenshot: 【a.1建议:品牌关键词24小时正常推广;非品牌关键词根据高峰时段和正常时段,按时段系数比例进行投放,以达到合理分配预算的要求。

 

4) Ad  budget【广告预算分配】

a. Peak Hours【高峰时间】

When are the peak hours? Do we have enough budget to run ads and maximize our ad results within peak hours?【高峰时间是什么时候?我们是否有足够的预算来运行广告并在高峰时间内最大限度地提高广告效果?】

a.1. Daily Peak hours:9-17;Weekly peak hours:Friday,Saturday,Sunday【高峰时间分别是:日高峰:9-17点,周高峰:周五、周六、周日。】

a.2. Branded campaign is at 9-11 and 14-17;recommend to add 10% budget at 18-21 to test the performance.【品牌词计划日高峰时段主要是在9-11点,14-17点,建议晚上18-21点加投10%看下效果。】

 

 

b.  Budget allocation【预算分配的建议】

Recommendations on budget allocation, e.g. allocate ? % or ? RMB more budget for text VS display ads / XXX ad group(s) / for mobile ads, etc. 【关于预算分配的建议,例如分配?%还是?增加文字广告和显示广告的预算/XXX个广告组/移动广告等

b.1. According to the account’s May consuming record,<intelligent homing> category was the primary budget owner, while during June, <intelligent homing> dropped while <wireless WiFi><auto parts >categories budget increased; recommend to add 15% budget to <wireless homing>.【根据账户消费来看,5月主要消费是“智能家居”类关键词,6月主要消费是“无线wifi”、“汽车配件”类关键词,而“智能家居”类关键消费预算大大降低,建议再投15%。】

 

c.Recommendations on overall daily budge总体日预算建议】

  1. 1 daily budget during peak hours: 800 yuan; Daily budget for regular hours: 500 yuan【c.1高峰时间日预算:800元;   正常时间日预算:500元】

5)Other  recommendations【其它建议】

a. Other recommendations – e.g. according to the Mainland China audience’s behaviour, how we can revise the landing page to get better conversions 【其他建议-例如,根据中国大陆观众的行为,我们如何修改登录页面以获得更好的转化。】

a.1 Add “online communication text box”; “telephone”and “consulting “ adding operation as below:【增加线索通,“电话”和“咨询”,添加方式如下:】

a.2. The ad displays layout after adding “online communication text box” as below【添加线索通后的创意展现形式,如下:】

a.3. The keyword for advertising is Chinese keywords, but the corresponding landing page is an English page. It is recommended that Chinese keywords use Chinese landing pages. 【投放的关键词是中文关键字,但是对应投放的着陆去是英文页面,建议中文关键词都使用中文着陆页。】