Shopee's "Marketing Center" explains the series of updates: "Keyword Advertising"

The new store has no orders and the old store has bottlenecks!

"Keyword advertising" is the most immediate way to obtain traffic. For a novice, keyword advertising is too complicated and always prone to failure and loss. Even sellers who have been doing Shopee for a while still cannot figure out the rules of keyword. How to choose products and keywords? How to set prices? How long is the cycle of hot search terms?

Today's article will simply teach you how to play keyword advertising well!

The best products to advertise are those with high likes, sales, and reviews in the store. These products already have a fixed amount of traffic, and you can get more traffic through keyword advertising. These products are generally more popular, but the competition is relatively fierce. Before selecting products, make sure you have enough advantages and differentiation.

The platform’s main products are the first choice, followed by products in which the platform has sufficient advantages.

When many sellers do keyword advertising, they select dozens of words at once, and the effect is often not very good. The best way to select words is to combine it with the product itself. If it is a product with fixed traffic and sales, and good reviews, you can appropriately add some big words, words with high traffic and high ROI, and use big words and precise words in combination.

For new products, use as many precise words related to the product as possible. According to the keywords in the weekly market report. When selecting keywords, please note that the more keywords, the better. The quality must be guaranteed, because after evaluating the quality of keywords in the later stage, you will need to screen them again, leaving the keywords with the highest ROI and the highest traffic, and try to increase orders while maximizing profits.

Previously, several of my students who were working on Taiwan sites told me that their account managers had told them about some pricing methods for small and medium-sized sellers. They set each keyword at NT$1.3-1.5, added all the hot-selling words, and priced them all at NT$1.3-1.5. The ROI ratio was about 10. Based on the Taiwan market and product profits, I personally think that this is pretty good. He did not optimize the keywords from beginning to end. If he had optimized the keywords, deleted some keywords with low conversion rates and low ROI, and optimized the keyword prices appropriately, the ROI should have been higher.

I personally recommend that you do this in the early stages, but you must always pay attention to the traffic and conversion of keywords. Don’t be too hasty when you first start doing keyword advertising. Always pay attention to ROI. If ROI is too low, check the keywords that have been used for orders in the past week, replace all the big words with precise words, and enable precise matching.

Keyword advertising is divided into broad match and exact match. Broad match means that the keywords searched by buyers include the keywords you set, and your products will also be pushed to buyers.

Exact match means that the keywords searched by buyers must be the same as the keywords you set in order to be pushed to buyers. In comparison, the traffic of broad match will be higher than that of exact match, but does high traffic mean good results?

Actually, it is not, because there is a lot of invalid traffic in broad matching, which will greatly increase your costs and cause advertising losses.

In comparison, although the traffic of precise matching is low, the conversion rate will be greatly improved, because when buyers click on your product through precise search, it means that they are interested in your product and it is what they need.

Select appropriate broad and precise words to run advertisements, and then make adjustments by observing the data.

We just talked about product selection, word selection, pricing and matching of keyword advertising. So how can we use keyword advertising to create a hit product?

(ROI=Return on Investment, CTR=Click-through Rate, CR=Conversion Rate)

When we select keywords, we can put some hot search words in the title (don’t put too many, 1-2 will be enough, so as not to cause title phrase stacking). First, try to select some competitive products, stable supply and advantageous prices. The main picture must be exquisite. In the waterfall browsing mode, the first thing buyers see is your main picture and price. An exquisite main picture can increase the attractiveness of the product. Select keywords according to the method just now. After selecting, start testing the model. The general cycle is 5-7 days. Through daily observation, you have roughly clarified the pros and cons of these keywords. Start screening one by one: Keywords with high CTR, high CR, and high ranking are recommended to be retained.

For keywords with high CTR, high CR and low ranking, you can increase the bidding price to improve the ranking.

High cost, low CTR, low CR, can be deleted.

Related keywords with high cost, high CTR and low CR can be deleted and replaced with similar but more specific and detailed keywords.

Observe the search rankings of keywords. For products with good performance, you can appropriately increase the bidding prices of their order keywords to increase the product search rankings.

Especially during keyword advertising and promotion periods, you must always pay attention to keyword rankings as well as keyword CTR and CR to facilitate replacement.