Decrypt new search marketing strategy

From the marketing point of view, the search engine is a rapid field, it created the Chinese traffic first website Baidu, while creating a lot of new application platform, such as http://www.aliyun.com/zixun/aggregation/35951.html "> Web search, keyword-based search, and even current community-based applications.

For advertising marketing, a core goal is to serve the demands of advertisers. Although the search engine rapid, but The Advertiser's appeal has never changed, it has been the pursuit of investment return and brand effect, while the search engine innovation has some common things, such as its form of innovation or based on keywords. Under such circumstances, what is the new search advertising marketing strategy?

First of all, new bottles of old wine, the former things, with a new platform performance, and the market does not have a few. The next is bold innovation, how to innovate? We can analyze user behavior. From the perspective of advertising theory, each advertising behavior, can be divided into a number of impact stages, we can through different levels of the promotion of the way to influence it.

Advertisers have their own goals, what do we need to do to achieve our goals? If it is a complete process, first of all to analyze the needs of customers, according to his needs, the need to determine the impact of the target crowd, identify and analyze the habits of competitors, make a reasonable budget, investment return plan, based on these analysis, to form a basic strategy, such as the choice of what kind of search engine, choose what kind How to bid, and how to allocate the budget and so on. This is a very complex process, but it can be very simple.

For example, Valentine's Day cosmetics sales, first of all to determine the target, very clear, is the promotion; second, the target group, although the general purchase of cosmetics are women, but on Valentine's Day, the 20-60-year-old male is the largest consumer population.

Next is the means of promotion: search engine marketing. Undoubtedly, the higher the ranking will attract more attention, but the cost is high, and the ranking is low, exposure is low, but its attracted to the click is more likely to customers, the ratio of conversion to consumers higher. We have to find a balance, that is, the effect of cost, once the investment costs exceed expectations, we should reduce the rank, to ensure the return on investment. So how do you measure the return on investment? One simple way is to monitor the ads and see how the CPA works. Online advertising has a well-known formula: CPA=CPC/CR, with a CPA index, with any moment of CR conversion rate, the CPC is the maximum amount of money can be calculated, advertisers can be based on the CPC to bid.

Search Engine Marketing has entered the stage of rapid development, it is very popular, there are many problems. For example, the implementation of a brand advertising marketing, we will encounter two problems, the first is how to manage a large number of keywords and ideas. The second is how to avoid malicious clicks. The solution of these problems is not overnight, the industry needs to mature and the establishment of industry self-discipline.