【白金会】SEMPan(微信：Xboxun2017)

SEMPlan2016.4.251SEMChannelOverviewINTCNPC+MobileMobile66%17%13%3%97%3%CurrentSEMPlanReview-CN整体CNSEM表现：11月Brandzone加词以后,UV增长了51%，虽然mediacost也增长，但ROI与10月保持不变。1月由于新Brandzone涨价，整体UV没有明显增加的情况下，整体ROI明显下降。3月我们成功直签百度KA以后，成本直降25%以后，ROI升至历史高位1:15，处于理想状态UVOctNovDecJanFebMarApr189048286232310840304054471081547114456106ROIOctNovDecJanFebMarApr11.26736897718629411.4631292177984689.79867231163800068.30632441663258810.61662706493281215.28548466335832312.94497493867342MoreTraffic,LowConversionLessTraffic,HighConversionHotBrands,HotSKUsBrandzone/BrandtermsProductCategoryAwarenessConsiderationPreferenceSearchTrialProductBenefits/genericsOurObjective:GainmoretrafficfromSEMwithhigherconversionrateStrategicPlan-CNNewOpportunities-Mobile神马Brandzone神马SEM神马SEM特殊样式NewOpportunities-TestPlanA:TopsalesproductsatSSDC,andthepriceiscompe