In order to better assist local merchants in their search operations and achieve business growth, Giant Engine Local Business officially launched the Search Management Methodology (Local Version) to help local businesses master scientific search advertising operation methods. The Search Business Methodology (Local Version) takes the business, organic traffic, and advertising traffic in the search field at different growth stages of merchants as clues, and popularizes and conveys the key elements of search operation, the key points of search operation actions, and the differentiated gameplay and delivery value of search advertising at different stages of merchants from the five-dimensional modules of product strategy, store operation, brand marketing, content stimulation, and market expansion. In this way, it helps all merchants on the Douyin platform to achieve accurate acquisition and efficient transaction of search traffic, and realize the two-way improvement of store transaction growth and brand voice.
The search advertising business model is released to run a 12-force heating local business
Local search matches the corresponding business growth path for different merchants, creates a "local search advertising business model", helps merchants clarify the core focus elements of the current business stage, and provides customized full-link strategy services that are both "offensive" and "defensive".
Based on the differences in merchant scale and experience, the search advertising business model is divided into three step-by-step business growth paths, including business entry, business growth, and market leadership. Based on the characteristics of "active management", "transaction entrance" and "market occupation" of search on the content platform, the "local search advertising business model" helps merchants lock the key points of active operation from the perspective of search in three different business stages: "entry", "growth" and "leading". According to the differentiated demands of merchants at different business stages, it is divided into five business modules, including commodity strategy, brand marketing, store management, content stimulation, and market occupation, with a total of 40 search and operation concerns. Through the layout of relevant business modules and the effective investment in business elements, merchants can achieve the continuous expansion of search operations and the extensive establishment of brand mentality.
In terms of operational value, the "Local Search Advertising Business Model" effectively stimulates the comprehensive capabilities of 12 kinds of search operations, including product selection, brand marketing, store operation, content stimulation, and advertising placement, from five dimensions, including product operation, brand marketing, store operation, store promotion, store expansion, content creation, influencer explosiveness, keyword power, account infrastructure power, and advertising efficiency, which can fully realize the search operation effectiveness of local businesses. Boost local business.
Scientifically capture search traffic and promote merchants to break through zero sales
For merchants who are new to the search operation, in order to achieve the first wave of search conversion in the initial stage, the synchronous breakthrough at the level of goods, stores, and markets is the key to opening up the business situation and achieving zero sales.
Commodity information is standardized to ensure that users can search
By improving product information, enriching product categories, and ensuring commodity price power, the standardization of product information is completed, so that consumers can search.
Optimize store operation points to ensure that stores can be searched
At the store level, it is necessary to continuously improve business indicators such as decoration scores, product scores, content scores, experience scores, and evaluation scores to ensure that stores are easier to search.
Market|Search advertising breaks the situation and accelerates the realization of zero sales
In addition, after doing a good job in the corresponding search optimization and layout in terms of products and stores, merchants can accelerate the realization of zero sales in stores by setting up advertising products such as group purchase cards in local push settings. As a form of local content, the group purchase card refers to the system that automatically generates cards according to the store information and product content under the user's selected store, which can help merchants obtain accurate traffic for more life services.
Growth|All factors promote search undertaking and stimulate the growth of store transactions
For merchants who already have certain search management experience and capabilities, they need to pay attention to and improve almost all business elements under the five modules of products, brands, stores, content, and markets in the growth stage, so as to effectively improve the ability to undertake and convert search traffic, and stimulate the growth of store transactions.
Rationalize the product strategy to help expand search traffic
Through the matrix product strategy and refined operation of goods, the keyword search of different goods to "occupy" the subdivision field, combined with price, crowd positioning, etc., can effectively obtain traffic and improve conversion in the search field.
Optimize the evaluation list indicators to effectively improve search conversion
The store business needs to improve the rating and evaluation on the basis of doing a good job in the business score, and occupy the ranking of products and stores on the list and keywords in the subdivided field, so as to stimulate more efficient search conversion with store reputation.
Rich content + search form, deepening search and undertaking energy efficiency
In addition to stores, it is also necessary to do a good job of content to undertake search. By enriching effective and high-quality content that is both useful and attractive, and rationally arranging the two search forms of "search after watching" and "after searching", we will strengthen the undertaking and stimulate search with good content.
Branding|Inbound marketing activities, detonating search volume
Merchant marketing activities are an advanced way to stabilize operations, and are an important way to increase business scale growth and expand traffic pools. When the business operation encounters a bottleneck that is difficult to break the circle of traffic, carrying out marketing activities can establish a new image for the brand, promote traffic conversion with pet fan actions, and then achieve business breakthroughs.
Market|Search advertising undertakes to promote the growth of transaction scale
When the product group strategy is perfected, the stores and content are constantly filled, and the brand begins to try to prepare for marketing activities, local merchants need to carry out intention undertaking (defense) and market grabbing (attack) through search advertising, so as to improve the search index and transaction scale of products, stores, and content.
First, through keyword strategy, it can effectively supplement advertising and keyword traffic and improve overall conversion; The second is to carry out a wider range of in-depth integration of influencers and content, carry out consumer intent positioning, shorten the transaction link, and achieve effective and healthy growth of brand traffic; The third is to effectively achieve the three types of promotion goals, such as pushing live broadcast rooms, pushing short videos, and promoting group purchase cards, so as to further improve the energy efficiency of search undertaking.
Forge five modules of search and operation to accelerate the expansion of market scale
For leading merchants and brand merchants in the leading position in the market, it has become an inevitable requirement to leverage the breakthrough growth of search business transaction scale by optimizing all 40 search operation elements and doing five modules: product strategy, store management, brand marketing, content stimulation, and market expansion.
Long-term operation of commodities to improve search efficiency
On the one hand, we will promote full-cycle operation, combine the sales cycle, ladder stratification and brand life cycle of commodities to formulate packages, positioning and playing methods in a targeted manner, so as to achieve the optimal solution for overall operation; On the other hand, we will continue to iterate and innovate, enrich the product matrix, and do a good job in the second echelon storage for popular models.
Differentiated expansion strategy to help seize the search crowd
According to the two indicators of popularity and conversion rate of store POI, stores are divided into four types: popular stores, efficiency stores, weak stores, and advantageous stores. Formulate differentiated operation and delivery suggestions for different store types, so as to help store expansion and stimulate more search traffic and conversions.
Matrix account operation to achieve refined traffic delivery
After brands/merchants have a certain amount of popularity and transaction volume on Douyin, the layout of matrix accounts is one of the most effective ways to expand their business. Through matrix management, brand awareness can be improved, sales channels can be increased, user stickiness can be improved, marketing costs can be reduced, and to a certain extent, it can seize the search entrance of market segments.
Leverage marketing events to seize the commanding heights of hot search transactions
Entering the market breakthrough stage, merchants need to seize hot search transactions with the help of marketing events. The first is to take advantage of platform marketing activities, brand marketing activities, etc., to gather large-scale traffic, cultivate users' minds, and bring about the scale growth of brand business; Second, when participating in platform marketing activities, search is a necessary link to undertake the corresponding undertakings.
Marketplace - Flexible use of search advertising to accelerate the overall expansion of business
In the market grabbing stage, in addition to doing a good job in the relevant interception of the brand, it is also necessary to take the initiative to seize the category traffic.
On the one hand, through the optimization of keyword strategy, it can effectively occupy the market segment and ensure the maximum traffic with the "full coverage" of keyword layout; On the other hand, compete for the first place above the fold to ensure the consistency of bidding, traffic, and conversion; In addition, in the stage of acquiring brand voice, merchants need to establish a search direct investment plan based on the core keyword strategy and carry out all-weather brand traffic blocking; Finally, through the flexible use of search advertising products such as [First Advertisement], [Product Special], and [Topview Search Edition], we can accelerate the transformation of search operation and market expansion.
With the continuous upgrading of the search advertising ecosystem on the Douyin platform, Mega Engine will continue to develop and improve scientific, accurate and efficient search advertising products and search management methods, helping more local merchants to "search" for good business and achieve a double harvest of transaction conversion and brand voice.