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4月に入社して新人研修を受け、リスティング広告の部署に配属されたけど「これからどうしよう」と思っている方へ。
少しでも参考になればと思い、この記事を投稿します。
目次
１．心構えを学ぶ
リスティング広告とは「広告」です。
残酷なまでに数値化されてデータが残り、お金が消費されていきます。
そこで大切なのが「お金を使っている」ということの認識です。
インハウスにしろ、委託されているにしろ”1秒1秒お金を使っている”という認識が大切になると考えています。
てぶててさんと、アナグラムの阿部さんが非常に良い記事を書いていただいているので、ぜひそちらを一読ください。
【考え方】SEMプレイヤーとしての意識論 – てぶててのWEB録
新人リスティング広告プレイヤーに伝えたい、教科書や社内マニュアルには載っていない9つのこと – SEM LABO
私自身、リスティングを初めてから３年半ほど経ちますが、お二方の意見は事実であり真実だと思います。
予算というお金をお預かりして、自分のさじ加減一つで成果が変わるのですから、当然良い成果を提供しなければならない。
だからこそ、知らないことを知らないままにしてはいけないし、価値の低い繰り返し作業は効率化して、成果に対して貪欲にならなければならない。
広告文のクリック率が高くとも、LPの直帰・離脱率が高ければ効果は上がらない。
そうすると、Analyticsや他の情報も得に行かねばならない。
そういった貪欲な意識をもっていただければと思います。
２．仕組みを学ぶ
心構えが出来たら、次に仕組みを学びましょう。
まずは「何が出来て」「何が出来ない」のかを学ばなければ、大局を描けません。
私が一番薦める学習方法は書籍を用いての学習です。
現代社会、インターネット上に情報は溢れており、ほぼ調べられないことは無いと言っても過言ではありません。
しかし、その分誘惑も多く、また「紙媒体の方がディスプレーより理解できる」ということも脳科学実験でわかっています。
ですので、インプットは書籍を用いて集中的にやるのが効率的だと考えています。
オススメの書籍
上記のブログでも紹介したアナグラム阿部さんの著書。
リスティング業界ではバイブルと言っても過言でも無いくらいキレイにまとまっています。
まずはこの本を読み潰して、リスティングとはなんぞや？ということを学んでいただければと思います。
オススメのWebサイト
そうは言っても情報はWebの方が早い。最新の技術や仕様を学ぶにはWebも活用していきたいものです。
まず初心者の方は、広告のプラットフォームであるGoogle社とYahoo!社の公式ラーニングポータルなどを利用することをおすすめします。
・Google Partnersスタートアップ講座
https://events.withgoogle.com/google-parnters-event-schedule/xin-ru-she-yuan-xiang-ketoreningu/
・Yahoo!プロモーション広告 ラーニングポータル
http://promotionalads.yahoo.co.jp/online/course/sponsor/
３．日々勉強。本質を捉え、高みを目指す
日進月歩の進化を遂げているWeb。
利用者の数も利用シーンも日々変わっていっています。
PCの検索エンジン利用者数をモバイルの利用者数が上回ったのも最近です。
そうなるとモバイルに向けての広告と、PCに向けての広告に差異をつけていくことも大切になるかもしれません。
そのような方法論を追い続けるのも大切にはなってきますが、真に大切だと思うのが「誰に何を提供するか」ということです。
広告とは、常にその関係性を認知していないと良いものにはならないと思っています。
広告を見ている画面の先の”真の顧客”に思いを馳せ、何を求めているのかを想像し、求めているものに合わせたクリエイティブを作っていく。
それを愚直に繰り返して行くことが、一番の成功への近道だと私は考えます。
SEM業界へようこそ！