[神翻译]七月十佳PPC关键字修饰语

今天笔者分析了3个帐户中使用最多的修饰语。我们正在做关键字研究，并且我想确认我们时间都花费在鉴定转化关键字主题这一个目标上面。除了寻找特定的产品关键字，我想寻找哪些PPC关键字修饰语为我的客户创造了最大的价值。这篇博文就是分析比较3个帐户，看哪个看起来表现最佳，以及如何在你的帐户做相类似的分析技巧。

一谈到PPC关键字修饰语，我就习惯性地围绕我们的竞价关键字与常见的关键字或短语关联到上面。这些关键词包括：购买buy 在线Online 和便宜Cheap。PPC账户管理员使用这些词来试图寻找 并且驱使这些最合适的搜索引导他们网站上来，已达到增加销售的目的。

我从3个不同垂直行业的PPC帐户中提取数据。每个账户都生成一份七月的搜索查询报告。主要的指标使用的是销售量占总销量的百分比，而不是销售机会次数。因为这里感兴趣地是来自于带动销量，与CPA目标或者投放比目标来做对比。

这些PPC关键字修饰语为：

Best

转化次数百分比是基于仅单个使用这些修饰语的转化次数百分比（不包含2个或2个以上）。我对我的搜索查询报告快速扫描了一下，blablabla并我没有看到其他修饰语错失。blablabla大约有20%的转化来源于词根，没有修饰语和品牌词。

你可以看到 “best” 目前我最好的修饰语。其次是在线 Online 和Buy。当然如果你纵观整个帐户。对于账户来说 Cheap实际是出现最多的。

显然这些小样本的没有任何实际价值在PPC的世界。我推荐你在帐户里面创建一个类似的报告，看哪些修饰语对你的账户影响最大。如果有的话，你有极好的反馈来指引你做关键字研究。blabalbla

如果你感兴趣做同样的研究，附上具体步骤：

1. 创建一个搜索查询报告

2. 添加一个列

3. 列出你使用最多的修饰语10个

4. 利用sumif行数来计算这列是否含有 修饰语 匹配。顺便汇总转化次数列

5. 汇总转化次数列

6. 在第三列中计算销售百分比，用该修饰语带来的销售除以总的销售。

只要你用这种方法分析一次，那么你也就可以切换到添加展示次数列，点击列，费用咧。等等。blabla

Top 10 PPC Keyword Qualifiers in July (plus how to increase sales by finding your best qualifiers)

Today I did an analysis of the top qualifiers for three of my accounts. We’re doing some PPC keyword research and I wanted to make sure we made the most of our time so the goal was to identify themes of top converting keywords. Instead of looking into specific product keywords I wanted to look at which PPC keyword qualifiers create the most value for my clients. This blog post is the result of that analysis, a comparison of all three accounts to show you which  seem to perform best, and some tips on how to do a similar analysis on your own!

When talking about PPC keyword qualifiers I am referring to words or phrases that we wrap around the keywords we bid on. These are words like, “buy,” “online,” and “cheap”. PPC account managers use them to try to find and drive the most qualified searchers to their site in order to increase sales.

The accounts I looked at were PPC accounts across three different verticals. For each account an SQR was run for all of July. The primary metric used was sales volume as a percentage of total sales instead of a CPL goal because the interest here was which drove volume of sales versus sales at a CPA or ROAS goal. It’s also because the goals are so different across the accounts that it made it hard to compare them against each other.

And the top PPC keyword qualifiers were…

The percent of conversions that was used was based only on the percent of conversions that use these qualifiers. I did a quick scan of my search query reports, and did not see any other qualifiers that I missed, so it is a good representation of conversions created by keywords with qualifiers. It amounted to about 20% of total conversions with the bulk of conversions coming off head terms with no qualifiers, and branded terms.

You can see, that “best” is by far my best qualifier. This is followed by “online” and “buy”. Of course, that if you only look across all the accounts. For account A “Cheap” was actually the top performer.

It’s obvious that there isn’t always any real value to an aggregate of data in the PPC world, I recommend running a similar report for your own account(s) and see if there are any qualifiers that make a major impact for you. If there are, you have some nifty feedback on where to direct your keyword research. Potentially, you could even go back to your current keyword list and insure that you have that top qualifier or those top qualifiers for each of your relevant keywords.

If you’re interested in running your own analysis, here’s how:

1. Run an SQR
2. Add a tab to the report
3. List out your top 10 or so qualifiers
4. In a column to the right, do a “=sumif() formula and sum the Search Term Column if the column contains”*Qualifier*” replacing qualifier with the qualifier you are summing, and then sum the Conv. Column.
5. Sum the conversion column.
6. Now in a third column calculate the percentage of sales that came from that specific qualifier by dividing the qualifiers sales by the totals sales.

Once you do an analysis in this way, you can also switch it up a but to add columns for impressions, clicks and cost. That way you can look at total effectiveness, what percent of budget is being spent across your different qualifiers, and truly identify good keyword themes to explore.

Jeff  Allen is an Account Director at Hanapin Marketing, a search engine marketing firm focused on generating results through pay-per-click advertising. Learn more about Hanapin Marketing’s PPC management services.