The influence of choosing keyword and keyword optimization on advertising effect

1. Create a list of keywords, their own analysis, look at the information, like experts to consult and other channels, to collect enough vocabulary, including all aspects of your site, all the products and services can provide, while avoiding those meaning a wide range of abstract words. Pay attention to words that are closely related to your site and that are not abused. This is a simple and tedious task, to be carefully completed.

But also in the development of the website constantly modify innovation, with the Times, this is the essence of SEO.

2. Finalize the list of keywords. You've already spent a lot of time creating, researching, and optimizing your keyword lists, and now you can put them into practical use by narrowing down the range of words in the list to keywords that are closely related to the site and that are competitive.

3. Disable search terms and poison words. When creating a list, be aware that some keywords not only will not bring traffic to the site, but will reduce the weight of the site, ranking, and even caused by the search engine screen, these keywords collectively referred to as disabling keyword or poison word. Avoid these two types of keywords when you create a list of keywords.

4. Understand the amount of search. Through Baidu Index, Google Administrator tools, etc., to understand the keyword search volume, in order to find a reasonable keyword to find digital basis.

1, for each advertising channel, statistical access and browse volume, but this kind of data is basically the same as the data provided by the advertising provider, can not be used to comprehensively measure the effect of advertising.

2, for each advertising channel, analysis of the depth of each visit, it reflects the advertising content and the main website of the relationship between the degree of adhesion.

3, for each advertising channel, analysis two jump. The second hop volume can be proportional to the number of visits, but the two jump rate is different. The size of the second hop rate can measure the extent to which the ads are invalid clicks and malicious clicks. The greater the second jump rate, the better the advertising effect, and the main advertising site can retain visitors. If the number of access to advertising channels is very large, but the two jump rate is very small, in the final analysis: first, the ads invalid clicks or malicious clicks serious; second, The Advertiser's website is not attractive to visitors, resulting in serious loss of customers.

All of the above parameters can be measured from a certain point of view of the effectiveness of the advertisement, but these parameters have a common denominator, that is, they are not advertisers direct income, they and advertisers direct income is not directly linked, and may even be inversely proportional. So, what is the advertising effect we are convinced of it?

Once in Google launched a bid advertising, light from Google itself to the data can not accurately analyze the real effect of advertising, must rely on Third-party data monitoring work, I chose the recent introduction of Adpower (http://www.adpower.cn). Bidding advertising for a period of time, from the Google Analysis report, if the simple to show the number of clicks as indicators, to 2009-08-08 this day as the benchmark, then 11, 12, 13th the 3-day advertising effect is quite good (see Figure 1:google AD Analysis report). Using Adpower Channel analysis report to compare, the real effect of advertisement is more obvious.

　　

Adpower provides a lot of data indicators also provides a lot of detailed data reports, to the number of visits, two hops, arrival as a measure of indicators, adpower ads results Analysis of the basic and Google advertising analysis of the result is consistent, but the real effect of advertising is still to be further analysis.

The revenue from the auction began to decline from number 10th, to 12th, and to 0. I can clearly see from the "revenue-channel extension analysis" provided by Adpower, recall that there were a lot of keywords in number 10th that increased the number of visits, but when these visitors went to the site, they went to 1-2 pages and left (Adpower can track them). Prove that such visitors are not interested in the site at all, or that such visitors violate the purpose of the promotion because they cannot bring any benefits to the site.

　　

Case is obvious, the choice of keyword not only affect your site's revenue and will directly involve you to promote the cost, choose a good keyword not only helps save the promotion cost, also can provide the advertisement effect. corresponding product promotion,