How to filter and set advertising keywords? _E-commerce operations

　　"Hello, teacher. I would like to ask you about the idea of ​​manual advertising keyword delivery. I just bought keyword software and wanted to view the advertising slogan settings of my peers through the software, but I thought that my product's ratings and comments were not as good as those in my peers. Even if I use keywords like them, the exposure may increase, and the traffic and conversion rate may not necessarily increase. Then I will take a step back and choose the advertisements of competitors who are similar to their own situation or slightly better competitors for analysis, so as to choose a more suitable keyword delivery. Do you think this idea is reasonable? Thank you."

　　Some sellers made the above inquiry.

　　Regarding the keywords of the product, my suggestion is that as a seller, first, you have to be familiar with the product, second, you have to be familiar with consumers, third, you have to be familiar with competing peers. Only based on the "three familiarities" can you grasp the screening and use of keywords.

　　There is no doubt that you are familiar with the product. It is hard to imagine that a seller can sell well without knowing or familiarizing himself. As a seller, only by being familiar with the product and being familiar with the functions, characteristics, attributes, usage techniques, etc. of the product, can you know how to express the product itself and its unique characteristics. The expression of the product itself is the core keyword of the product, and the expression of its unique characteristics can guide you to discover the long-tail keywords of the blue ocean;

　　Why do you still need to be familiar with consumers as a seller? There are two reasons. First, only by being familiar with consumers can you look at your products from the perspective of consumers, and you can use consumer understanding and language to explain product-related issues. These can help you more accurately screen out effective keywords. Second, due to the asymmetry of information between buyers and sellers, sellers often have more product information. While they master it, they also take it for granted that consumers are also familiar with these contents. This cognitive bias often causes sellers to use some keywords and expressions that exceed consumers' cognition, but this cannot be accepted by consumers and may not necessarily bring effective traffic. Only when sellers learn to look at products from the perspective of consumers can they find words and expressions that are consistent with consumers' cognition, and the keywords selected in this way are more directed; (Original author of this article: Ying Shanghui Lao Wei, please keep it for reprinting)

　　Why do you have to be familiar with your competitors? First, of course, what the readers asked at the beginning of this article said, to obtain the keywords of the product through competing with the Listing and advertising data of their peers. Second, deeper, as sellers, we must believe that we must have limitations, and there must be certain points that we have not seen or realized, but "what you have not seen, considered or done by you, your competitors have done for you." Therefore, paying more attention to competitors can discover your own blind spots, and sometimes, blind spots are even fatal.

　　Based on the above-mentioned thinking foundation, if there are tools to help us obtain some real data in market competition, this will naturally greatly improve our ability to control Listing optimization and advertising promotion, but should we say what the readers who asked the question should "choose the same size as their own and sell for excellent products"? My understanding is exactly the opposite.

　　If you are a small and medium-sized seller, then you are destined to be familiar with the product and understanding. On the contrary, the reason why they become a big seller is that they have a higher overall height in product, operation and promotion. Perhaps as a small and medium-sized seller, it may not be able to understand and fully understand it, but even so, try to let yourself learn the behavior of big sellers with the attitude of "accept first, then understand" first. When you have achieved consistency in your behavior and look back at the logic behind the behavior, it will be much simpler, and this is exactly what you can never see when you have not stood at a high level.

　　In terms of keyword selection, the understanding of the big seller will generally be more profound and broad. On the basis of referring to the big seller keywords, filter and combine them based on the data feedback and your own understanding of the product. In this way, the selected keywords will be more targeted. As for the situation where the other party is worried about not wanting to be the same size as the other party, it may lead to the conversion rate that is not as good as the other party even if you choose the same keyword, why worry? As long as the keyword you choose is appropriate, as long as you work hard to operate, you will always step by step.

　　To sum up, whether it is product keywords or advertising keywords, the most important thing is to be consistent with your own products, consistent with consumers' needs and expressions, rather than the same as a certain seller. All other sellers’ data are just references. As sellers, what we need to do is analyze, evaluate each word, and then filter it. To understand whether this word has a relationship with our products, consumers, and whether it is closely related. If the answer is yes, choose, and if the answer is no, don’t choose. (Original author of this article: Ying Shanghui Lao Wei, please keep it if you reprint it)

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