[China Glass Network] Search Engine Marketing (SEM), as an efficient means of online advertising, has attracted the attention of enterprises and is widely used. But the same is the way to use this kind of marketing, some companies are more successful; some companies spend a lot of money but the effect is average.
As we all know, search engine marketing is a kind of online advertising marketing method based on search engine platform. It utilizes people's dependence on search engines and usage habits to transmit marketing information to target customers as much as possible when people retrieve information. The core is undoubtedly to optimize the keywords related to the business and the business, to achieve a better ranking on the search engine, making it easier for Internet users to search.
So, how can we make the keywords that are placed have a good ranking? I think there are two things that must be done: one is to choose good keywords, and the other is to grasp the keyword bidding. These two points are indispensable.
Choosing high quality keywords is the key to doing a good job in search marketing. Everyone knows that keyword selection has a strong correlation with the company's own products and services, because such keywords are not only highly likely to be searched by target consumers, but also have high conversion rates, which helps companies spend less. Money, solicit more customers. However, companies of the same type often have the same keywords, which means that companies will compete face-to-face with competitors when placing keyword advertisements. This is the keyword bidding (and this is the search engine service provider of Baidu and Google). The key to making money is). For this reason, the choice of keywords is crucial.
Some enterprise core keywords are so many, and users often pay more attention to these keywords when searching, and this is the so-called "hot words." Obviously, if companies choose these keywords, according to the search engine's key bidding principle, whoever has the highest price will be ranked first. Therefore, some companies with strong financial strength tend to “occupy†these keywords with heavy money for a long time, and some companies with weak financial strength obviously do not play any role when they put these keywords.
Does this mean that companies with weak financial strength must give up these keywords? Obviously not!
According to the search engine keyword search principle, the search results support the core information and the more general basic keyword related information. For example, in the tourism industry, the term “tourism†is a relatively core and more general keyword. If a company bids for this keyword at a higher price, according to the search engine keyword search principle, the information in the search results should be such information. But at the same time, all keywords containing the word "tourism" will be revealed one by one according to relevant algorithms, such as "special tourism", "red tourism" and so on. This provides an opportunity for companies to place more differentiated keywords.
And this means that when companies put keywords, they should pay attention to avoid overheating words and thus differentiate them from competitors, but also pay attention to the user's habits and avoid placing some uncommon words - users do not need these words at all. Search, but not the promotion.
Of course, this is not to say that companies must avoid all hot words when placing keywords, but should pay attention to researching user search habits and competitors' placement, and then put some effective keywords instead of blindly following the trend. Or just avoid it. In fact, some companies are second to none, first of all, to put in some keywords related to hot words, and then to choose a time period different from the time when competitors put hot words, and also achieved good results. Of course, some more experienced companies often use different time periods to put different keywords, or keep up with social hotspots, and update relevant keywords from time to time to achieve better results.
Obviously, different keywords are placed in different time periods, which is the only way for many companies that use search engine marketing to succeed. Keywords are not selected once and they are once and for all, but need to be constantly updated and transformed, so that it is better to let the information related to themselves rank higher. This must be based on familiarity with the user's search habits, understanding the search engine keyword placement and bidding principles, and on the basis of a large number of key and competitors' research.
Therefore, how to participate in keyword ranking bidding is also one of the keys to good use of search marketing. How much price and when to bid, there is learning. After all, "good publicity and low advertising costs" is the ultimate goal pursued by advertisers. Therefore, in order to use search marketing, you must first ensure that you can find enough and good enough keywords at any time. In order to do better, you still need to know what the current price of these keywords is on the search engine. In addition, when competing with an opponent to search for a keyword ranking, it is better to know what price the other party has. If you can get the price, you can bid for the keyword at a slightly higher price.
If you can't do the above, you don't know the technology, and you don't have enough manpower and financial resources to do it, but you need to do search engine keyword advertising marketing. It is better to buy an intelligent software system to help. As far as I know, the recent open-eye data has launched such a platform-based intelligent software system, which seems to be called Jubao, which can realize intelligent quotation, intelligent bidding, and can monitor the relevant distribution of competitors in real time to help you achieve The ideal ranking. It saves manpower and makes your money clear and worthwhile. Why not do it?
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