巧用DataHunter优化百度推广分析流程（SEM）
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">大众</span>好，我在<span style="color: black;">DataHunter</span>负责百度搜索推广优化，<span style="color: black;">亦</span><span style="color: black;">便是</span>平常<span style="color: black;">大众</span>口中的<span style="color: black;">SEM</span>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">管理人员。本着我不入地狱谁入地狱的原则，硬着头皮<span style="color: black;">起始</span>用<span style="color: black;">机构</span>的<span style="color: black;">制品</span>做百度优化账户，很意外，<span style="color: black;">最后</span>收到了不错的效果，<span style="color: black;">这儿</span>把经验分享出来，<span style="color: black;">期盼</span>能对<span style="color: black;">大众</span>有所<span style="color: black;">帮忙</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">众所周知，在<span style="color: black;">SEM</span>优化过程中，<span style="color: black;">重要</span>词的优化占其中很大一部分比重：观察<span style="color: black;">每一个</span><span style="color: black;">重要</span>词的展现、点击、消费和转化，是<span style="color: black;">每一个</span><span style="color: black;">SEM</span>人员的<span style="color: black;">平常</span>工作。熟悉百度推广后台的人都<span style="color: black;">晓得</span>，虽然百度现有功能<span style="color: black;">已然</span>比较完善，<span style="color: black;">然则</span><span style="color: black;">倘若</span>你想做系统的分析，就<span style="color: black;">必要</span>把数据导出来<span style="color: black;">而后</span>再统一做分析。不<span style="color: black;">晓得</span><span style="color: black;">大众</span>平时都用什么<span style="color: black;">工具</span>，再次之前我<span style="color: black;">始终</span>用<span style="color: black;">Excel</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了方便小伙伴们理解，<span style="color: black;">这儿</span>简单插播一下<span style="color: black;">重要</span>词优化的基本理论，同行可直接跳过。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对<span style="color: black;">重要</span>词的展现、点击、消费和转化，<span style="color: black;">咱们</span><span style="color: black;">一般</span>会有以下两种思考维度：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.问题词<span style="color: black;">原由</span>定位及优化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/WBsmh4BqEBewfkOUBaup1DL0uXvH08ibZwMNCIjO73BRhpyDfDKyhma9gzD5u38fBPXibeyDhXqTSCsR00AOuaBg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.<span style="color: black;">潜能</span>词定位及优化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重点关注低展现高点击、低点击高转化以及低消费高转化的<span style="color: black;">潜能</span>词，适当调高价格，并<span style="color: black;">按照</span>这些表现好的<span style="color: black;">潜能</span>词再次拓词。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以上</span>理论不难理解，<span style="color: black;">然则</span>前面我<span style="color: black;">亦</span>提过，我用的是<span style="color: black;">Excel</span>来处理账户报告，直接从百度后台导出来的报告<span style="color: black;">一般</span>长这个样子：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/WBsmh4BqEBewfkOUBaup1DL0uXvH08ibZPTrQI9CK67YupYtFZkkvATMfkV9mwb2SrbVq2M4DGM8I4v4P3hiafTw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">▲ </span>DataHunter账户报告部分截图</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">除了条目较多，很难直观的找到<span style="color: black;">以上</span>我所描述的<span style="color: black;">各样</span>问题词以外，在<span style="color: black;">通常</span>的笔记本上，处理</span><span style="color: black;">2000</span><span style="color: black;">条以上的数据，</span><span style="color: black;">Excel</span><span style="color: black;">都会变的很迟钝。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span><span style="color: black;">每次做<span style="color: black;">重要</span>词的分析，我都<span style="color: black;">必须</span>针对</span><span style="color: black;">Excel</span><span style="color: black;">里面账户报告里的<span style="color: black;">重要</span>词做排序、筛选，<span style="color: black;">而后</span>再选中<span style="color: black;">区别</span>的列，生成我所<span style="color: black;">必须</span>的图表，最后观察<span style="color: black;">区别</span><span style="color: black;">重要</span>词的表现。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这个过程机械、重复且浪费时间，尤其是当我想观察</span><span style="color: black;">30</span><span style="color: black;">天或更<span style="color: black;">长期</span>的变化趋势时，数据的处理就会变得更麻烦：<span style="color: black;">一直</span>的拖动、修改维度，<span style="color: black;">乃至</span>为了制作出比较美观的报告，图表的美化<span style="color: black;">摆列</span><span style="color: black;">亦</span>会消耗很<span style="color: black;">长期</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>当我把这些数据导入<span style="color: black;">DataHunter</span>的后台系统后，一切都变得简单起来，<span style="color: black;">详细</span>操作<span style="color: black;">过程</span>如下：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（以下数据全为真实数据，为了<span style="color: black;">守护</span>隐私，只用了账户里面的一小部分数据并将<span style="color: black;">重要</span>词做了<span style="color: black;">隐匿</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.将数据直接上传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/WBsmh4BqEBewfkOUBaup1DL0uXvH08ibZNnw2XpwqBQCcG2iaCTgCZOK7iar7fUJMqN55mQ2UTkD1oZvAuLaZCSmg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.进入看板页面，针对展现<span style="color: black;">-</span>点击、点击<span style="color: black;">-</span>转化、转化<span style="color: black;">-</span>消费等分别生成<span style="color: black;">区别</span>的双轴图</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/WBsmh4BqEBewfkOUBaup1DL0uXvH08ibZKQENHvsoFBJaysiaricURd74sz0AfuJMFGJcMQbz6DTGJPZf18WNbOuw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.返回看板页面观察并对百度账户<span style="color: black;">重要</span>词进行<span style="color: black;">调节</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/WBsmh4BqEBewfkOUBaup1DL0uXvH08ibZzc5rTpL1bMhz4yZgO3aj14kGWKBd1wj6aBdpDnCNqeyUkuJB7vTr2Q/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">4.<span style="color: black;">经过</span><span style="color: black;">以上</span></span><span style="color: black;">6</span><span style="color: black;">个图，我就能很容易的定位到问题词和<span style="color: black;">潜能</span>词（上图中<span style="color: black;">第1</span>个和第二个图标中的箭头指向部分），接着就<span style="color: black;">能够</span>在百度后台账户中，直接针对<span style="color: black;">区别</span>的问题<span style="color: black;">重要</span>词做<span style="color: black;">调节</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">心得及小结：</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.随意拖动维度、快速生成图形的<span style="color: black;">基本</span>功能，虽然简单，却<strong style="color: blue;">节</strong><strong style="color: blue;">省了<span style="color: black;">海量</span>数据处理的时间</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.<strong style="color: blue;">图形和看板不是越炫越好</strong>：<span style="color: black;">大众</span>可能会诟病，一个看板居然用了<span style="color: black;">5</span>个<span style="color: black;">同样</span>的双轴图，未免过于单调。<span style="color: black;">然则</span>对我而言，<span style="color: black;">这般</span><span style="color: black;">更易</span>一眼看到问题。我<span style="color: black;">亦</span><span style="color: black;">能够</span>为了酷炫效果，用<span style="color: black;">区别</span>的图形做一个酷炫的看板，然而这并<span style="color: black;">无</span>什么<span style="color: black;">实质</span><span style="color: black;">道理</span>，并且<span style="color: black;">区别</span>的图形还会<span style="color: black;">增多</span>阅读难度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.<strong style="color: blue;">要与业务结合，数据分析<span style="color: black;">工具</span><span style="color: black;">才可</span>发挥<span style="color: black;">功效</span>，<span style="color: black;">处理</span><span style="color: black;">实质</span>问题。</strong>我之<span style="color: black;">因此</span>要生成这六张图，是<span style="color: black;">由于</span>前面<span style="color: black;">说到</span>过的理论<span style="color: black;">基本</span>以及<span style="color: black;">平常</span>工作让我对自己想要观察的数据心中有数，<span style="color: black;">倘若</span>脱离业务，<span style="color: black;">工具</span><span style="color: black;">亦</span>就变得<span style="color: black;">无</span><span style="color: black;">道理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以上，<span style="color: black;">期盼</span><span style="color: black;">大众</span>留言交流，期待看到你用<span style="color: black;">工具</span>改变工作效率的故事。</span></p>
楼主的文章深得我心，表示由衷的感谢！ 这篇文章真的让我受益匪浅，外链发布感谢分享！ 你的见解真是独到，让我受益匪浅。 你的见解独到，让我受益匪浅，非常感谢。 谢谢、感谢、感恩、辛苦了、有你真好等。 你的留言真是温暖如春，让我感受到了无尽的支持与鼓励。 同意、说得对、没错、我也是这么想的等。
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