As one of the largest local life service platforms in China, Meituan-Dianping has a huge user base and merchant resources. In order to attract more users and customers, Meituan-Dianping needs to use keywords to acquire customers. This article will analyze how Meituan-Dianping uses keywords to acquire customers, including keyword selection, optimization, and promotion.
Choice of keywords.
First of all, Meituan Dianping needs to choose the right keywords to attract the target users. When choosing keywords, there are a few factors to consider:
1.Keyword relevance: Choose keywords that are related to Meituan-Dianping's business and frequently searched by users, such as "food", "restaurant", "takeaway", etc.
2.Keyword competition: Analyze the competition of keywords and choose keywords with moderate competition and easy to optimize.
3.Search volume of keywords: Choose keywords with large search volume and high user attention to ensure the effectiveness of advertising delivery.
Optimize keywords.
After selecting the right keywords, Meituan-Dianping needs to optimize the keywords to improve the ** rate and click-through rate of the ad. Methods of optimization include:
1.Keyword matching method: According to the degree of keyword matching, choose exact match, phrase match or broad match to improve the ** rate of advertising.
2.Keyword bidding: Set bids reasonably based on the value of the keyword and the degree of competition to ensure the click-through rate of the ad.
3.Creative: Optimize creative elements such as the headline and description of the ad to improve the attractiveness of the ad and increase the click-through rate.
Promote keywords.
In addition to optimizing keywords, Meituan-Dianping also needs to promote keywords through multiple channels to expand the reach and rate of advertising. Methods of promotion include:
1.Search engine advertising: Advertising in search engines to increase the rate.
2.Social promotion: Promote keywords on social platforms to attract more users' attention and clicks.
3.Affiliate Marketing: Cooperate with other ** to promote keywords and expand the reach of advertising through affiliate marketing.
4.Content marketing: Increase brand awareness and rate by writing valuable content to attract users' attention and share.
5.Offline events: Attract more users to follow and participate by hosting offline events or partnering with other businesses.
Monitoring & Optimization.
In the process of promoting keywords, Meituan-Dianping needs to monitor the effectiveness of ads in real time and optimize them based on data feedback. The contents of the monitoring include:
1.*Volume: Monitor the amount of advertising and analyze whether the rate has reached the expected goal.
2.Click-through rate: Analyze the click-through rate of your ads to see how much attention people pay to your ads.
3.Conversion rate: Monitor the conversion rate of users after clicking on an ad, and analyze the effect of advertising and user behavior.
4.Keyword cost: Analyze the cost-benefit ratio of keywords, adjust parameters such as bidding and matching methods, reduce costs and improve performance.
5.User feedback: Collect user feedback on ads, understand users' concerns and needs, and optimize ad creatives and strategies.
Through the above methods, Meituan Dianping can effectively use keywords to acquire customers. In the process of selecting suitable keywords, optimizing keywords, and promoting keywords, it is necessary to consider multiple factors comprehensively, and continuously adjust and optimize advertising strategies based on data feedback. At the same time, it is necessary to pay attention to the shaping of user experience and brand image to improve user loyalty and conversion rate.