想讓網(wǎng)絡(luò)推廣花更少精力拿更好效果？關(guān)鍵得把賬戶結(jié)構(gòu)搭明白！就像蓋房子要先畫好圖紙，賬戶結(jié)構(gòu)就是推廣的 “施工藍圖”，學(xué)會這幾步，新手也能輕松掌握。

　　Want to achieve better results with less effort in online promotion? The key is to establish a clear account structure! Just like building a house requires drawing the blueprint first, the account structure is the "construction blueprint" for promotion. Even beginners can easily master these steps.

　　一、賬戶搭建的底層邏輯

　　1、 The underlying logic of account construction

　　推廣賬戶就像一個大抽屜，得按類別把 “推廣物料” 分好格子。核心邏輯是：讓用戶搜什么就能精準找到你，同時方便自己管理數(shù)據(jù)。比如賣運動鞋的商家，賬戶里要把 “跑步鞋”“籃球鞋”“休閑鞋” 分開管理，就像把零食按口味分區(qū)，既方便顧客找，也方便補貨盤點。

　　A promotional account is like a big drawer, where you need to divide the "promotional materials" into compartments by category. The core logic is to enable users to find you accurately by searching for anything, while also facilitating their own data management. For example, a merchant selling sports shoes needs to manage "running shoes," "basketball shoes," and "casual shoes" separately in their account, just like a supermarket categorizes snacks by taste, which is convenient for customers to find and for restocking inventory.

　　二、賬戶結(jié)構(gòu)的三層框架

　　2、 The three-tier framework of account structure

　　1. 計劃層：定方向的 “總指揮”

　　1. Planning layer: the "overall commander" who sets the direction

　　一個賬戶可以建多個計劃，每個計劃對應(yīng)一個推廣目標。比如：

　　One account can create multiple plans, each corresponding to a promotional goal. For example:

　　按產(chǎn)品類型分：賣護膚品的可建 “潔面系列”“面霜系列”“精華系列” 計劃；

　　According to the product type, "cleansing series", "face cream series" and "essence series" plans can be built for selling skin care products;

　　按地域分：想推濟南市場，就建 “濟南本地推廣” 計劃；

　　By region: If you want to focus on promoting the Jinan market, establish the "Jinan Local Promotion" plan;

　　按時段分：夜間咨詢多的話，單獨建 “夜間推廣” 計劃。

　　Time segmentation: If there are many inquiries at night, create a separate "night promotion" plan.

　　計劃名稱要簡單直白，比如 “2025 春季新款女裝推廣”，一看就知道這個計劃在推什么。

　　The name of the plan should be simple and straightforward, such as "2025 Spring New Women's Clothing Promotion", which clearly indicates what the plan is promoting.

　　2. 單元層：細分需求的 “小團隊”

　　2. Unit level: A "small team" for segmenting requirements

　　每個計劃里要拆分成多個單元，單元是按 “關(guān)鍵詞類別” 分組的。比如 “跑步鞋” 計劃下可設(shè)：

　　Each plan needs to be divided into multiple units, which are grouped by "keyword category". For example, under the "Running Shoes" program, you can set:

　　品牌詞單元：關(guān)鍵詞像 “某品牌跑步鞋”“某品牌運動鞋正品”；

　　Brand word unit: keywords such as "a certain brand of running shoes" and "a certain brand of genuine sports shoes";

　　功能詞單元：“減震跑步鞋”“透氣運動鞋”；

　　Functional word units: "shock-absorbing running shoes" "breathable sports shoes";

　　詞單元：“百元跑步鞋”“性價比高的運動鞋”。

　　Price word units: "100 yuan running shoes" "cost-effective sports shoes".

　　單元劃分越細，后續(xù)關(guān)鍵詞和創(chuàng)意的匹配就越精準，比如 “減震跑步鞋” 單元里的關(guān)鍵詞，創(chuàng)意就專門突出 “減震科技” 的賣點。

　　The finer the unit division, the more accurate the matching of subsequent keywords and creativity. For example, in the "shock-absorbing running shoes" unit, the keywords are specifically highlighted with the selling point of "shock-absorbing technology" in the creativity.

　　3. 關(guān)鍵詞 + 創(chuàng)意層：吸引點擊的 “排頭兵”

　　3. Keywords+creative layer: attract the "vanguard" of clicks

　　關(guān)鍵詞：就是你覺得用戶可能搜索的詞，要按 “精準度” 分類：

　　Keywords: words that you think users may search for, classified by "accuracy":

　　精準詞：“女士跑步鞋 38 碼”“某品牌籃球鞋 2025 新款”；

　　Accurate words: "Women's running shoes size 38" "A certain brand of basketball shoes 2025 new model";

　　短語詞：“跑步鞋 女款 透氣”“籃球鞋 比賽用”；

　　Phrases: "Breathable running shoes for women" "Basketball shoes for professional competitions";

　　廣泛詞：“運動鞋”“舒適鞋子選購”。

　　Wide range of words: "Recommended sports shoes" "Comfortable shoe selection".

　　技巧：精準詞占比 60%，用來拿精準流量；短語詞占 30% 拓量；廣泛詞占 10% 測試新需求。

　　Tip: Accurate words account for 60%, used to obtain precise traffic; Phrases account for 30% of the expansion volume; Broad vocabulary accounts for 10% of testing new requirements.

　　創(chuàng)意：就是用戶搜索時看到的廣告內(nèi)容，要和關(guān)鍵詞高度相關(guān)。比如關(guān)鍵詞是 “減震跑步鞋”，創(chuàng)意就要寫 “跑步不傷膝！某科技減震跑步鞋，跑者”，再配上鞋底減震結(jié)構(gòu)的圖片，點擊量自然會高。

　　Creativity: It refers to the advertising content that users see when searching, which should be highly relevant to the keywords. For example, if the keyword is "shock-absorbing running shoes", the creativity should be written as "running does not harm the knees! A certain technology shock-absorbing running shoe is recommended by professional runners", coupled with pictures of the shock-absorbing structure of the sole, the click through rate will naturally be high.

　　三、賬戶的黃金法則

　　3、 The Golden Rule of Efficient Accounts

　　1. 結(jié)構(gòu)清晰到 “一眼看懂”

　　1. The structure is clear enough to be understood at a glance

　　賬戶里別出現(xiàn) “雜項計劃”“其他單元” 這種模糊分類，就像衣柜里不能把冬裝夏裝混在一起。建議每個計劃不超過 20 個單元，每個單元不超過 50 個關(guān)鍵詞，太多了容易管理混亂。

　　Don't have vague categories like "miscellaneous plans" and "other units" in your account, just like you can't mix winter and summer clothes together in your wardrobe. It is recommended that each plan should not exceed 20 units, and each unit should not exceed 50 keywords. Too many can lead to confusion in management.

　　2. 數(shù)據(jù)跟蹤 “分門別類”

　　2. Data tracking "categorizing"

　　搭建時就要想清楚怎么看效果：

　　When building, you need to think clearly about how to see the effect:

　　每個計劃單獨看曝光量、點擊量，比如 “濟南本地推廣” 計劃的點擊成本是不是比其他地域高；

　　Each plan should be viewed separately based on exposure and click through rates, such as whether the click through cost of the "Jinan Local Promotion" plan is higher than other regions;

　　每個單元看轉(zhuǎn)化率，比如 “品牌詞單元” 的咨詢量是不是比 “詞單元” 更；

　　Look at the conversion rate of each unit, for example, whether the consultation volume of the "brand word unit" is higher than that of the "price word unit";

　　關(guān)鍵詞和創(chuàng)意要綁定跟蹤，比如某個創(chuàng)意的點擊率低，就趕緊換圖或改文案。

　　Keywords and ideas should be linked and tracked, for example, if a certain idea has a low click through rate, quickly change the image or copy.

　　3. 定期優(yōu)化 “去蕪存菁”

　　3. Regularly optimize "removing the dross and preserving the essence"

　　每周花 1 小時看數(shù)據(jù)：

　　Spend 1 hour per week looking at data:

　　刪掉連續(xù) 30 天沒點擊的關(guān)鍵詞；

　　Delete keywords that have not been clicked for 30 consecutive days;

　　把點擊量高但沒轉(zhuǎn)化的關(guān)鍵詞，從 “廣泛詞” 調(diào)整到 “精準詞” 單元，縮小匹配范圍；

　　Adjust keywords with high click through rates but no conversions from "broad keywords" to "precise keywords" to narrow down the matching range;

　　復(fù)制效果好的創(chuàng)意，替換掉點擊率低于行業(yè)平均水平的舊創(chuàng)意。

　　Copy effective ideas and replace old ideas with click through rates lower than the industry average.

　　本文由濟南網(wǎng)絡(luò)推廣友情奉獻.更多有關(guān)的知識請點擊:http://www.100weixin.cn真誠的態(tài)度.為您提供為的服務(wù).更多有關(guān)的知識我們將會陸續(xù)向大家奉獻.敬請期待.

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