品众方案-2014年品提案loudjam2015proposal v2dec

DigitalMarketingProposal2015CompanyReviewMarketAnalysisPzoomService

AgendaAppendix:AxisSystemMarketingStrategyCompanyReviewWhoWeareWhatWedoHowWeare50%15%33%2%ThelargestserviceproviderofSEMTop1:Baidu5starverifiedagencyKATop2:360andSougouThelargestauthorizedagencyofGoogleinChinaExpertiseofintegratedmarketingoverseassocialmediaTechnologyserviceproviderforcrossSEMSolutionproviderofmobilemarketing18亿SoleagencyofFacebookinMainlandChinaThefirstagencyofVKinChinaAuthorizedagencyofYandexandBingDevelopedcrosssearchengineadsmonitorsystem-AXISTechnologyserviceproviderofBaidu,360andSougouProviderAdmob,FB,InMobi,Tapjoy,Mmairpush,360mobileassistant,91mobileassistantwithAPPdistributionPzoom:FocusOnSEMFor8Years5SearchingecosystemmanagementMarketingIntegrationSearchingmarketingchainmanagementServiceIntegrationSEMSolutionSolutionIntegrationAllSEMserviceMediaIntegrationConversionrateoptimizationandmonitorDataIntegrationCrossscreenmanagementandinteractionCrossScreenIntegrationZoom:SEMSolutionProviderTop1:Baidu5starverifiedagencyToppartnersofBaidu2014ReliableagencyofBaidu2014CoreagencyofBaidu20146Zoom:Top1amongBaiduAgenciesZoom:TopDigitalMarketingAgenciesPzoomwithTopClientBrandClientmerceClientEducation/FinanceClientTravelClientInformation/Marriage/OnlineGamesClient化MarketAnalysisChinamerceAnalysisBrandStatusinChinaCompetitionAnalysisCaseStudyChineseMajormerceAnalysis:TrafficmeanseverythingformerceECTrafficTrafficmeanseverythingformerce.mercebattlemeanstrafficacquisition.Anyconversion,salesvolume,profitcomesaftertraffic.MajormerceplatformhasformeditsBIGDAY,e.g.4.18,6.18,8.18,11.11etc.Dataresource:iResearch

ChineseTypicalE-CAnalysis:rocketsto¥57bon11.11Aswecansee,TMALL(belongingtoAlibabagroup)obtainsrevenueof57billionYuanatthecraziestday11.11Whilemostwesterncustomersarestillrushintostoresfordiscountandspecialoffer,ChineseconsumercontributehugeamountonmerceplatformonlineItisnowingtheonlineshoppingfestival,similarasBlackFridayorCyberMondayDataresource:iResearch57.1

Billion(2014)35

Billion(2013)ECCastStudy,TraffictoTmallModel全年预算77万运营时间1年cpc1.88ctr2.89%ROI1:1.19转化率

0.19%转化成本976

客单价300飞利浦：2014年启用淘宝商城，运营时间一年，年度预算77w，主要的商城活动，世界杯（上新），双11（折扣），双12（折扣），运动型耳机活动（上新）。Tmall上有很多类似的店，指定店铺的转化率较低，转化率仅为0.19%，转化成本976。ROI为1:1.19ECCastStudy,TraffictoPlatformModel全年预算>5000万运营时间5年cpc1.3~1.7ctr0.8%1%ROI1:3~1:5转化率0.8~0.9%转化成本200~300客单价1000~1500苏宁：第三方电商，年度预算大，产品类别多，客单价较大，受到年消耗的要求，店铺每周都要单品的促销，词量覆盖广，转化率仅为1%，转化成本300左右。ROI为1:3以上。ECCastStudy,TraffictoOfficialStoreModel全年预算>1000万运营时间3年cpc1.6~1.8ctr2.5%~3%ROI1:10~1:12转化率2%~3%转化成本100客单价1500~2000海尔商城，自有品牌商城，年预算大于1000w，转化率2%以上，转化成本100，ROI为1:10以上，量级和商城性质与飞利浦较为接近，可供飞利浦参考。但需要注意，海尔客单价为1500+较高,100的转化成本也是经过3年的运营调整后的结果。PhilipsHeadsetdailyqueryis300.11.11ispeakdayonheadsetquery.ForHeadset,WhatisTrafficTrendInChina?Hometheaterstartincreasingfrom2014.Apr~Oct，returnnormalfromOct.家庭影院家庭音响ForHomeTheater,WhatisTrafficTrendInChina?飞利浦比较接近的品牌为深海塞尔，铁三角，魔声，重点关注这类品牌账户的关键词策略和排名策略。品牌认知：各个在消费者心中的竞争格局情况，两点之间距离越近，两者越相似，反之，两点之间的距离越远，两者差异性越大。（以搜索词的方式，以网站访客的方式，以人口属性的方式（性别、年龄段、学历、行业）BrandCompetitorsAnalysisSennheiser,Audio-Technica,Beats,AKG,SonyareourcompetitorsforInternetusers.HeadsetbrandcompetitorsonInternetusersHometheaterbrandcompetitorsonInternetusers飞利浦比较接近的品牌为雅马哈，惠威山水，重点关注这类品牌账户的关键词策略和排名策略。品牌认知：各个在消费者心中的竞争格局情况，两点之间距离越近，两者越相似，反之，两点之间的距离越远，两者差异性越大。（以搜索词的方式，以网站访客的方式，以人口属性的方式（性别、年龄段、学历、行业）BrandCompetitorsAnalysisYAMAHA,HiVi,SansuiareourcompetitorsforInternetusers.BrandTermBrandTerm耳机iphone5耳机蓝牙耳机苹果耳机魔音耳机铁三角耳机耳机大家坛魔音耳机官网魔声耳机耳塞蓝牙耳机什么牌子的好耳机推荐煲耳机耳机论坛蓝牙耳机怎么用监听耳机耳机吧耳机煲机耳机品牌魔声耳机官网HeadsetTOPQueryKeyFindings:PopularKeywordsaremostwithbrandtermandpurchaseterm.GeneralKeywordscanhelpLoudjamwithmorecoverage.ForHeadset,WhatIsTheTopQueryInChina?WeFindotherbrandshowingonthenexttimewhenphilipsheadsetsearchuserslookingfor,whichmeanslessloyaltyforpurchasingusers.Thesearchtermsarepurchasingfocus,whichmeansSEMhelpsconvertbuyers.ForPhilipsHeadset,WhatIsTheTopQueryNext?耳机行业，JD的关键词覆盖度较高，置左率最高的是苏宁。第三方电商抢占了大量耳机行业流量资源。词包为飞利浦账户内词包。（今年飞利浦使用tmall域名，数据被影响，无法和电商做对比）JD，阿里巴巴，苏宁，国美，在耳机行业覆盖飞利浦词包的最大的四个电商平台。HeadsetKeywords,merceCompetitionAnalysis耳机行业，电商平台，平均左排名最好的是亚马逊，而苏宁对左右排名的位置调整均保持在行业领先水平。HeadsetKeywords,merceCompetitiononSEMAnalysis化MarketingStrategyMarketingDollarForecastMarketingDollarAllocatedMonthlySpendingbyChannelRev:¥10,000,000CVR:1-3%AUP:¥300Baseontheaboving3indexandtheexperienceondigitalmarketinginChina.MarketingDollar>=¥2,800,000SearchEngineTypesUsageinAug.2014MarketshareinAug.2014Resource：ChineseTopSearchEnginesStructure:Baidu:360:Sogou=6:2:1FulltrafficcoveragebymajormediaExecution

Baidu:360:sogou=6:2:12015SEMBudgetProposalAllrelevantfiguresestimatedaboveareonlyforreference,basedonthenaturalconversionrateisstableon.KPIissupposedtobediscussedafter1-2monthstrialcooperation.2015SEMBudget&EvaluationMediaItemBudget/MBudget/YCPCClicksCVRordersalesROIAUSBaidusearch125000150000027500002.42%1813454402003.63300.00360search416675000001.63125001.92%600018000003.60300.00Sogousearch250003000001.52000001.85%370011100003.70300.00DSPRemarketing500005000001.53333331.65%550016500003.30300.00Total23333328000001.7515958332.09%33334100002003.57300.00ChannelStrategyOverviewSEM:ROIandUVDrivenBudgetallocationandROIforecastDSP:ImpressionandTrafficDrivenPoweredbyBaiduDSPandMediaVDSPSEMOptimizationStrategyMethodologyandAxisAttributionModelingBaiduSearchAds(PC70%MarketShare)KeywordscategoryBrandProductGeneralCompetitorCostshare40%30%10%20%RankTop1Top5Top10Top3BaidusearchadsisalwaysoncampaignwiththebestROIandUVBaiduBrandzoneistooexpensiveon2015,weonlyconsidertobuy1-2monthsforpromotioncampaign.MobilesearchfromBaiduisincreasingalotin2015,ifwehavemobilesitewithshoppingcart,Isuggesttoswitchsomebudgetformobilecampaign.

KeywordsDemoBaidukeywords:FocusonBrand&Product&General&CompetitorPeriod:9monthsfromAprilKPI:UV,CPC,ROI2015BaiduSEMBudgetProposalAllrelevantfiguresestimatedaboveareonlyforreference.KPIissupposedtobediscussedafter1-2monthstrialcooperation.MediaPeriodItemBudgetCPCClickCVROrderSalesROIAUSBaidu1search000000002search000000003search000000004search900002450002.00%9002700003.00300.005search900002450002.22%10003000003.33300.006search1250002625002.0812300.007search1250002625002.2436300.008search1500002750002.2740300.009search1500002750002.4060300.0010search22000021100002.55%28008400003.82300.0011search30000021500002.69%403412102004.03300.0012search25000021250002.56%32009600003.84300.00Totalsearch150000027500002.42%1813454402003.63300.00360SearchAds(PC20%MarketShare)KeywordscategoryBrandProductGeneralCompetitorCostshare30%40%15%15%RankTop1Top5Top10Top3360searchadsisalwaysoncampaignwithlowCPCandgoodROI360Brandzoneischeaper,wealsoconsidertobuy1-2months.360searchtrafficisPConly,andcomingfromthe360browser.Theuserisyoungerthanbaidu.Wecanchoosemoreproductkeywordstocoveryoungpeople.KeywordsDemo360keywords:FocusonBrand&Product&General&CompetitorPeriod:9monthsfromAprilKPI:UV,CPC,ROI2015360SEMBudgetProposalAllrelevantfiguresestimatedaboveareonlyforreference.KPIissupposedtobediscussedafter1-2monthstrialcooperation.MediaPeriodItemBudgetCPCClickCVROrderSalesROIAUS3601search000000002search000000003search000000004search400001.6250001.60%4001200003.00300.005search450001.6281251.78%5001500003.33300.006search450001.6281251.78%5001500003.33300.007search450001.6281251.78%5001500003.33300.008search450001.6281251.78%5001500003.33300.009search550001.6343751.75%6001800003.27300.0010search650001.6406251.97%8002400003.69300.0011search800001.6500002.40%12003600004.50300.0012search800001.6500002.00%10003000003.75300.00Totalsearch5000001.63125001.92%600018000003.60300.00SogouSearchAds(PC10%MarketShare)KeywordscategoryBrandProductGeneralCompetitorCostshare40%30%10%20%RankTop1Top

3Top5Top3SogousearchadsisalwaysoncampaignwithlowCPCandqualifyTraffic.SogouBrandzoneismuchcheaper,weconsidertobuy9months.MobilesearchfromSogouisbetterthan360,ifwehavemobilesitewithshoppingcart,Isuggesttousesogoumobilesearch.KeywordsDemoSogoukeywords:FocusonBrand&Product&General&CompetitorPeriod:9monthsfromAprilKPI:UV,CPC,ROI2015SogouSEMBudgetProposalAllrelevantfiguresestimatedaboveareonlyforreference.KPIissupposedtobediscussedafter1-2monthstrialcooperation.MediaPeriodItemBudgetCPCClickCVROrderSalesROIAUSSogou1search000000002search000000003search000000004search150001.5100001.50%150450003.00300.005search150001.5100001.50%150450003.00300.006search200001.5133331.50%200600003.00300.007search250001.5166671.50%250750003.00300.008search300001.5200001.70%3401020003.40300.009search300001.5200001.70%3401020003.40300.0010search450001.5300002.09%6271881004.18300.0011search700001.5466672.09%9762928004.18300.0012search500001.5333332.00%6672000004.00300.00Totalsearch3000001.52000001.85%370011099003.70300.00ChannelStrategyOverviewSEM:ROIandUVDrivenBudgetallocationandROIforecastDSP:ImpressionandTrafficDrivenPoweredbyBaiduDSPandMediaVDSPSEMOptimizationStrategyMethodologyandAxisAttributionModeling2015SEMKeywordsStrategy潜在消费者行业消费者核心消费者搜索行业与通用相关拦截行业、通用需求

主动展示精准曝光搜索飞利浦耳机建立官方入口，全面拦截其他行业潜在目标人群跨行业需求人群，或者潜在兴趣人群，还有竞品覆盖用户，我们可以多形式追踪展现，曝光引导搭建目标消费者构成及覆盖策略2015SEMAccountStructure账户结构品牌词飞利浦-耳机飞利浦-音响飞利浦-影院竞品词三星惠威AKG山水购买词耳机-行情音响-价格耳机-哪里便宜通用词耳机音响家庭影院活动词双11

根据不同词性及网民不同搜索习惯，建立账户结构，Axis系统进行精细化自动分组，以高消费,高转化，以高消费,低转化，以低消费,高转化，以低消费,低转化，从不同建立模型分析，自动竞价。黄金账户结构，灵活投放及分析，建模型自动优化关键词结构策略自动锁定重点通用词，增加相关组合词，守住排1-3名。2015SEMOptimizationROIStrategy以耳机，音响为重点，锁定高转化关键词，确保ROI稳定关键词定位策略家庭影院家庭音响家庭影院品牌家庭影院效果高高消费ROI自动锁定品牌词最优质词，重点拓展，锁定排1名自动调整出价，以低出价调整匹配模式，排名保持首页4-6名自动调整出价，以最相关的创意获得更好排名，提高点击率，排名保持3名。飞利浦耳机官网飞利浦家庭影院重低音耳机单孔耳麦耳机团购耳机测评蓝牙耳机耳机音效家庭影院测评家庭影院效果古典音乐电影大片游戏音效2015SEMOptimizationROIStrategy关键词优化策略扩词选词剖析

无关词低效词源头词高效词无关词--删除--费用向高效词转移--屏蔽低效词--多角度优化(贪吃词)->降费用或删除--费用向高效词转移源头词--保留,并优化--费用有保证高效词--优势分析->分享经验--不断增加高效词(扩词)--足额消费(时间&区域)海量扩词并筛选高效/低效/无效/源头词归因模型—用户全路径数据收集网民甲搜索关键词A：耳机点击广告进入LP跳出两天后搜索关键词B：飞利浦耳机点击广告进入同一LP再次跳出搜索关键词C：LoudJAM点击广告进入同一LP两天后咨询提交订单购买300元的耳机Axis可以追踪到整个订单路径中的各关键词，及他们所处的位置。如上图，整个购买过程出现三个关键词：关键词A计入引导转化，关键词B计入辅助转化，关键词C计入最终转化。但是如何分别衡量它们带来的价值？——品众互动Axis系统的归因模型将对关键词作进一步剖析。OptimizationROIStrategyAttributionModel

例如前面网民甲的例子，最终形成了一个1200元的转化：如果认为引导词最有价值，采用初次权重模型：A的权重转化金额为1200，B，C为0；如果认为最终词最有价值，采用最终权重模型：A、B权重转化金额为0，C为1200；如果认为路径中的每个关键词都具有同等价值，平均权重模型：A，B、C每个词的权重转化金额为1200/3=400

归因模型，让关键词优化更客观准确！1、初次权重模型：引导词得分为100%，其他词得分0%.2、最终权重模型：最终词得分为100%，其他词得分0%

.

3、平均权重模型：将100%平均分配给每一个词.4、线性权重模型：按线性方程将100%分配给每一个词.5、U型权重模型：引导词和最终词平分分配最多，其他词分配较弱.6、平均50权重模型：最终词得分为50%，其余50%平均分配给其他词.7、平均80权重模型：引导词和最终词分别得分40%，其余20%平均分配给其他词.8、时间权重模型：按时间相关性将100%分配给每一个词，时间越接近，得分越高.Axis提供8种归因模型OptimizationROIStrategyAttributionModelChannelStrategyOverviewSEM:ROIandUVDrivenBudgetallocationandROIforecastDSP:ImpressionandTrafficDrivenPoweredbyBaiduDSPandMediaVDSPSEMOptimizationStrategyMethodologyandAxisAttributionModelingBudgetallocatedbymonthsbaseonMasterPlanBudgetallocatedbymonthsbaseonMasterPlanandECpromotionperiod1月2月3月4月5月6月7月8月9月10月11月12月五一元旦、春节端午6.18

8.18Suning11.11TmallMusicFestivalECPromotionLoudjam七夕中秋国庆情人节感恩节圣诞节4.19VipshopLaunchingAllproductLaunchingBigCampaignBigCampaignHoliday3.1JumeiCNY

NewproductLaunching12.12TaobaoFor3Cproduct,thebigpromotiondayis6.18,8.18and11.11.Wecanbetterleveragetheofflinecampaign,whichdriveshigheronlineconversionrate.WealsoneedtofollowthepathoftopECplayersuchasJDandTmall.2015DSPBudgetProposal,RemarketingfocusAllrelevantfiguresestimatedaboveareonlyforreference.KPIissupposedtobediscussedafter1-2monthstrialcooperation.DSPcanbealwaysoncampaign,itneedstrackingcode.MediaPeriodItemBudgetCPCClickCVROrderSalesROIAUSDSP1Remarketing000000002Remarketing000000003Remarketing000000004Remarketing000000005Remarketing300001.5200001.50%300900003.00300.006Remarketing400001.5266671.50%4001200003.00300.007Remarketing400001.5266671.50%4001200003.00300.008Remarketing600001.5400001.70%6001800003.00300.009Remarketing600001.5400001.70%6501950003.25300.0010Remarketing700001.5466672.09%8002400003.43300.0011Remarketing1000001.5666672.09%12503750003.75300.0012Remarketing1000001.5666672.00%11003300003.30300.00TotalRemarketing5000001.53333331.65%550016500003.30300.00DSPChannel,PoweredbyBaiduDSPVideoChannel,PoweredbyMediaVDSPVideoChannel,PoweredbyMediaVDSP48AdExchangeIntegrationVideoChannel,PoweredbyMediaVDSPPre-rollAdsforROI?IftheROIistheKPI,wesuggesttousededicatedbudgetforvideopre-rollads.Duetopricereason,andhardtooptimizingROI,Itshouldbebrandingfocus.Normally,customerneedupto200,000/day.VideoPre-rollAdsistooexpensiveforROItarget.YoukuandTudouVideopre-rollPriceSampleiqiyiVideopre-rollPriceSample化PzoomServiceServiceTeamStructureServiceTeamIntroductionServiceProcessServiceFeeandTaxVPSimonXieITsupportMediaPlanningExecutiveAXISsupportAccountDirectorTracyZhangProjectManagerBillTianMediaPlanningManagerSalesDirectorAccountManagerAccountExecutiveAccountExecutivePzoomServiceTeamStructureSalesRep.谢嵩SimonVicePresidentMBAofHongKongUniversityWorkedinGooglefor8years,hasrichexperienceofSEMatmerce,Education,Games,andOverseaMareket.Recentlyhasbeenfocusingonnewmediamarketing,e.g.mobile,socialmedia,DSP.张婷TracyAccountDirector6yearsofrichworkingexperienceinmarketing,SEMatBaiduandGoogle.Majorclient:EsteeLauder,Meiwei77,FerreroRocher,LiNing,Ymatou田中铭BillProjectManager3yearscrosschannelSEMexperience，hasbeendedicatedmanagingGoogleAccountfor2years,andSogou/Soso/360for2years.

ServingMajorclient:PhilipsandFerreroRocher.执行策略上线方案创意及文案撰写方案执行及日常运营数据分析及执行优化账户诊断-现有账户结构分析-现有投放媒介分析-规模、ROI效果分析-未来发展潜力分析-物料及LP竞争力分析新账户结构搭建-账户结构方案制定-SEM渠道覆盖策略制定-全年预算分配及效果预估-拓词方案及月度计划-物料及LP策略第一阶段执行方案-预算及效果预估-媒介渠道及排期分配-分媒介投放执行方案-物料及LP执行方案-优化流程及频次方案文案撰写-N套文案方案-文案测试-文案效果评估-批量修订-文案再优化及调整创意设计-创意方案-创意制作-创意甲方审核-创意投放-文案再优化及调整

LP关联及效果分析-LP建议-LP关联效果分析-LP改进账户运营-核心优势产品拓词-不同KPI评估优化-品牌词拓展优化-通用词拓展优化-产品词拓展优化-人群词拓展优化-优化组合及预算分配比例账户分析-不同类型词效果分析-不同地域效果分析-不同产品效果分析-不同活动效果分析主副账户关联管理数据分析-转化漏斗分析-核心KPI分析-投放效率分析-投放放量分析-竞争对手分析-行业趋势分析执行优化-提高CTR方案-提升排名方案-拓展流量方案-优化CPC方案-提升ROI方案-提升销售方案多媒体归因分析-展示类广告与搜索相关性分析-多次转化权重分析PzoomServiceProcess2015ServiceFeeandTaxLoudjam2015SEMServiceChargeMediaAmountRemarkBaidu1,500,000ExtraoffersubjecttoBaidu2015officialannouncement360500,000Extraoffer5%rebateSogou300,000ExtraoffersubjecttoSogou2015officialannouncement

ServiceCharg