招聘行业SEM账户结构搭建策略 - 以智联招聘为例
悉尼丹尼SEM推广疑问：谷歌推广规则是否改变？
Sydney Danny SEM Question: Has Google Ads Policy Changed?
今天我们将分享一个招聘行业的SEM案例，重点探讨当账户拥有上百万关键词时，如何科学规划账户结构，以优化SEM推广效果。
Today we'll share a SEM case study in recruitment industry, focusing on how to scientifically structure an account with millions of keywords for better SEM performance.
"智联招聘"作为大型综合招聘平台，覆盖城市广，受众群体大。不同于拉勾网专注互联网人才或最佳东方网专注酒店人才，智联招聘服务各行各业求职者。
"Zhaopin" as a large comprehensive recruitment platform covers wide cities and massive audiences. Unlike Lagou focusing on internet talents or Best Oriental on hotel talents, Zhaopin serves job seekers across all industries.
分城市投放策略
City-based Campaign Strategy
由于各城市人才需求差异，预算分配需因地制宜。一线城市(北上广)竞争激烈预算较高，二三线城市预算相对减少。
Budget allocation varies by city based on talent demand. Tier-1 cities (Beijing, Shanghai, Guangzhou) with fierce competition require higher budgets than Tier-2/3 cities.
账户结构搭建步骤
Account Structure Setup Steps
- 按城市创建推广计划
- 根据词性/词义划分推广单元
- 完善单元关键词后复制到其他城市
- Create campaigns by city
- Divide ad groups by keyword type/meaning
- Duplicate to other cities after completing keywords
推广单元分类示例：品牌词、口碑词、产品词、疑问词、价格词、排名词、通用词等
Ad group categorization examples: Brand terms, reputation terms, product terms, question terms, price terms, ranking terms, generic terms etc.
优化建议
Optimization Tips
1. 定期调整各城市预算分配
2. 持续细化推广单元结构
3. 注意修改复制单元的地域设置
1. Regularly adjust city budget allocation
2. Continuously refine ad group structure
3. Remember to modify location settings when duplicating
通过反复实践，您将掌握适合自身业务的SEM账户搭建方法。
Through repeated practice, you'll master SEM account structure methods suitable for your business.
