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SEM 投放初期相当简单，搭建好基础账户后你甚至不需要做精细关键词报表与数据分析便能获取较高的 RIO。
黄金期过后困扰大多数从业者无法摆脱根据 KPI 盲目的加词优化创意等技巧，却忽略了流量和业务之间更深层的关系。
如何跳出迷茫，追根溯源，其实就是站在市场的角度解决 SEM 投放策略，简单来讲就是如何解决 5W 模型。
一、产品不同情况如何投放？
产品不同，寻找渠道最佳临界点：
1、产品在 x1 左右，整体预算控制 m1
推广策略：控本紧缩，暂停低于平均转化率渠道，同时搜索端在时间段，地域严格控制；
2、产品在 x2，整体预算控制 m2
推广策略：控本增效、优化推广渠道，稳定转化率，侧重扩展好的渠道；
3、产品在 x3，整体预算控制 m3
推广策略：扩量提质、现有渠道动态优化+增加新渠道。
二、新产品上线如何投放？
1、人群分析
找到目标的人，找到目标人群的需求点，标签化人群，匹配投放渠道及关键词。工具参考百度指数，艾瑞报告。
2、竞品投放分析
通过目前行业竞争者投放渠道、创意内容以及广告促销周期，获知竞品做那些？怎么做？什么时候在做？
3、数据预估
公式：消费=点击量*CPC；ROI=客单价*转化率/CPC。
参考竞品以及关键词拓展工具，获得预估预算以及投资回报率。
PS：新产品上线是有一段教育用户时间，实际数据会比预估数据差。
4、总结优化
四维度分析：投放渠道、创意展示、关键词、人群定向。
新渠道生命周期及策略：
三、新渠道上线如何投放？
目标-渠道-方案-效果：
四、预算不足情况如何投放？
多维度控量实施事半功倍：
五、假期情况如何投放？
假期及周末移动端发力，并向二三线城市偏移：
监控竞品活动，做好活动投放预警。
各种长假期间建议投放通用词并且地域设置二三线城市，通过人群迁移树立口碑。
领取最新办卡资费，添加 微信：sjzqb888 备注：办卡！
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以下全是干货，强烈建议看完！ 引流方法大同小异，某个阶段可以实现大量进人的“偏门套路”都不会长久，很多朋友一上来就是问，我该怎么引流？互联网上怎么引流。其实第一步就走错了，引流前有…
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