Squeeze dry Baidu Google-notes

This article is to read the "Squeeze dry Baidu Google--search engine advertising win" to do some notes and extracts.

About this book:

This is an open Google, closed Baidu era;

This is a time when everyone wants to talk with the search box after the world;

This is a multi-value, personalized publicity of the era. A feast for the search

1. Search: The new ability of enterprise competition

Internal matter ask Baidu, foreign affairs do not decide to ask Google

The distance between you and the world is only one search away.

For the enterprise, the most realistic topic is how to use the search to make real money. Or, how do you find these potential consumers quickly and efficiently through search engines?

When a search engine favors your site, the world will be a plus for you. You have to know how consumers are searching for the products or services they need.

The key is: we have to be more objective to analyze-which keywords are real customers in the search, which are the competitors in the click, which may be non-target users of the delayed hit ... With a targeted, natural easy to get better results.

2. Cross-border: Search is not unique

In my opinion, the unrestricted reliance on search engines, and the inability to find the truth of the world and improve the problem-solving ability, is one of the reasons why people search for business is low.

After the advent of the search engine, the search engine in a lot of information retrieval is good enough and can be better. But we always have to remember that getting a good answer is never a matter of relying on a channel.

Do not use a kind of thinking, a tool area search, only then we can continue to find the path of innovation.

3. Transposition: When everyone is a small crowd

What kind of search engine is used depends on the Internet bar default IE navigation page recommendation.

People tend to have illusions about the world, but data doesn't

It's very important to do search marketing and understand what group of people you target, because it will save you a lot of unnecessary promotion costs.

4. Combat: Do not fight the search engine

There is also a job called Search engine optimization (search engine optimization, referred to as SEO). The value of SEO work should be:

Make website page easy to search engine crawl;

Get a good search engine keywords rankings;

Enhance your site visitors ' online access experience.

Most seoer are overly focused on influencing search results in a way that is technology rather than delivering original content.

Let the search engine become your business assistant, even a friend. Chapter One: Play a search, start with the keywords

Search, start with a keyword;

Search marketing, starting with the understanding of keywords.

1. What is a keyword

For a promoter, you have to understand the motivation of the user to search using a keyword. Because a keyword can not tell us the time is valuable, but the motive analysis is possible.

2. How to tap Keywords

6 Ideas for mining keywords

Brand, product, combination, quiz, related, typo

3. What keywords are used by others

Core keywords

Long Tail keywords

4. Three ways to dig long tail keywords

Website Installation Traffic Statistics

I remind anyone with a well-known brand of enterprises must use the core keywords (especially brand or trademark keywords) to search, pay attention to the relevant search recommended keyword changes

If you already have Baidu and Google's promotion accounts, you can use the keyword analysis tools they provide in the background to find out what keywords people are searching for.

Combination of active mining and long tail analysis

5. The longer the keyword the more accurate

If we want to find the consumer who buys the washing machine now, then the person who is concerned with the model, price and size information is more likely to be a potential purchaser.

6. Keywords that will ubiquitous

Many friends do not understand the search engine definition of keywords

7. Keywords need to be combined

8. Inspiration from the leaderboard

Enterprises can temporarily according to popular words to launch popular keywords to promote advertising, for the greatest event spread effect

9. Start marketing around Keywords

10. Classification--Tips for managing Keywords Chapter II: Don't Tell me you know the search engine.

1. Ubiquitous Search Engines

If you focus only on search engines, you may lose a broader perspective.

2. Free ranking good, or pay ranking good

From the point of view of business operation, enterprises that want to develop sustainably cannot build a marketing model based on unstable rankings.

I think that all the money can solve the problem, will not be the most troublesome thing, the most troublesome thing is the money is still uncertain.

For enterprises that do not lack cash flow, I would solemnly recommend that you put your business behavior on a manageable pay promotion instead of looking at unstable natural rankings. Of course this is not to say that do not need to do SEO work, but should be combined to consider.

3. Free ranking is the most expensive

Be aware that the right to define who is cheating is always on the search engine hand.

This kind of case also tells us, if the enterprise expects to solve the problem of the website rank through the natural rank optimization, considering the website SEO to pay the time cost and the opportunity cost, this natural free rank is likely to pay the bid rank advertisement higher cost, this is conforms to the business model Evolution law:

When everyone knows for their own site to do SEO, can insist on providing original content of the website will laugh to the last;

When every business knows how to get a good ranking for their website, paying customers who can advertise for long periods of time will laugh at the end.

4. How to choose a professional SEO team

I recommend that companies and SEO teams sign a long-term optimization agreement, such as working with a team that is willing to maintain results for more than a year.

5. How to get someone to search you

Search engine is unable to judge the content through your website picture area, want to let others search to find you by searching, the text is always the first place.

6. What is bid ranking

Baidu will pay advertising as a promotion, natural search results displayed as Baidu snapshot

7. Why everyone loves to search for bids

8. Choose Baidu to promote, or choose Google bid

9. Why is Baidu so expensive?

The key to the competitive bidding pattern in economics is that, as long as there are enough people involved in the bidding, then the competing person must have gone beyond the reasonable price.

10. Using live non-mainstream search engine

11. The search engine in the era of reading pictures

12. Network search, the direction of the future search engine

SNS Social NETWORK Service

Six degree space theory the third chapter launches the marketing strategy of the search engine

No one can claim that they can grasp the world behind the search box;

But we can continue to learn and refine our delivery strategy from the feedback we bring in every search.

1. "Brother Pai is not a name, it's money"

Bidding starts

2. Why do you want to rob the first

Well-known enterprises, should strive to brand keywords ranked first

Assess whether the cost of maintaining the bid is the first such exposure is within the expected acceptance range.

Dilution of the bid cost

The first impression of impulse-type consumption in the industry, ranking to consider the first

Evaluate a keyword to bring a good flow of traffic, preferably through the cost of per-unit order costs to evaluate, and not through the cost of traffic costs to evaluate.

3. It's not a word you can vote for.

Baidu rules that some keyword delivery will be rejected

4. Where do you suppose your ads will be displayed?

One strategy is that you can no longer win the top four positions on the left side of Baidu, giving priority to the last ad position on the left, which may attract more attention than the middle ads.

Another strategy is to get the first position on the right side of each subsequent page, which is the easiest to focus on when advertising on the right side of the page.

5. Money you can vote for search engines like this

6. To flow, or to accurate flow

Keyword traffic will be much lower, but the probability of bringing effective orders is much higher, and more importantly, such a delivery strategy will greatly control marketing costs.

7. Don't rely too much on smart matching. Phrase matching, when compared with a wide range of matches, is also a great opportunity to market and is recommended for careful use, while positioning potential customers more accurately.

8. Exclude suspected keywords. Add negative keywords

9. What keyword ads will be in front of you. Bid, quality degree.

10. How effective is the advertising alliance? Advertising Alliance traffic looks large, but the reliability and accuracy of the fact that there is water, for the site, but only to create a false prosperity of traffic.

For the special eye-catching products, suitable for impulse-type consumption of products, suitable for online direct sales or communication products, network Advertising Alliance is worth considering the channel.

11. Brand keyword also to serve ads

12. Choose only the right one, not your choice. Economics has a "curse of the winner" phenomenon. The multi-person bidding mentality gives the search engine the benefit maximization, but does not always truthfully objectively reflect each key word actual value.

Don't care what keyword the traffic is from, only need to judge whether the traffic has quality

Invalid traffic is wasteful even if it is cheap.

13. Double head fish bidding strategy. To participate in a game, we must carefully study the rules of the game.

Actual Consumption amount = (under the keyword bid + 1 points) * keyword actual clicks

Pegged to the home, pressure on the next auction strategy is called double-head fish bidding strategy, all keywords should be the following one spot price to measure costs, and the above one of the price to measure their bid threshold.

Two-head fish bidding strategy is also a double-edged sword.

14. Don't forget, the auction has always been a dynamic mode. Maintaining the position of the same keyword will cost a different amount of time during the different periods of the day. This and the customer search engine cost budget once consumed, will be forced by the search engine offline rules.

Fixed ranking for this bid strategy

15. Reverse thinking only matches

16. The idea of floating red. Title + description in the same time floating red

17. Write more than a few sets of advertising words for the keyword. Not only each keyword can correspond to more than one set of advertising words, a group of advertising words can also correspond to multiple keywords, and provide the Advertising language optimization (default recommendation) and rotation settings.

18. Come up with some real creative slogan. Avoid invalid clicks

19. Precision, make the search experience more beautiful. Depending on the keyword, a different "access URL" is set up to bring the Netizen directly to the Web page that contains the information provided in the promotion results.

20. Do I have to start running ads from eight o'clock? The first factor is the time difference factor: The jet lag effect of the search engine; The second factor is the schedule of working hours; The third factor is the customer's online time.

21. I do not vote in these areas

22. The search engine really does not have the mischief. Hit the traffic statistics on the top of the page header file, so that the Web page opened on the execution of the traffic statistics, then the statistical error can be greatly reduced. Buy a little bit of control and rent a relatively large access bandwidth, not to let customers lose patience, do not open the site to leave the web, wasted advertising investment.

23. How much search traffic is wasted. We have a habit of bidding, see the opponent ranked first, click on it, the heart is filled with the pleasure of wasting other people's money.

24. Kill malicious clicks. How to observe malicious clicks: 1. Observe the keyword click traffic. 2. Observe the keyword conversion rate index in the background. The way to deal with malicious clicks: hide, Stop, seal, down.

25. What if the search ads don't work? Estimate the effect test period; The fourth chapter establishes the system Search Marketing management System

Any successful marketing resumes on the basis of effective management;

Search engine promotion also needs to set goals, pragmatic basis, resume process, observe the exception, accumulate experience, cultivate talent, can change with the need.

1. Don't take the means as a target

2. Don't expect a miracle at once. This is a fast fish eating slow fish era. I agree with this statement and I do not agree with it.

If your website is not attractive at all, why waste your money on advertising?

3. Don't advertise if you don't have a good façade

4. Penny wise, lost the watermelon

5. The ubiquitous funnel effect. Search Engine pay ads There is a "Show volume-click-Traffic-amount of advice-order volume" of the sales funnel

6. The system is more important than creativity. In addition to adhering to the promotion of publicity, I feel more important is to gradually build a sound service reputation.

Only the normative system can guarantee stable output and reliable quality. Without attention to the system, success on the web will only be a temporary success.

7. How the network traffic suddenly slipped. To do a good job in network marketing, you must monitor the key data of some websites every day, especially the abnormal situation that data feedback comes out.

8. Learn to read the truth behind the data. When your website is heavily stocked with various online ads, the bounce rate is much higher than normal data.

9. Combine with your marketing campaign.

10. Find the right person for your network

11. Don't forget everyone has a learning curve. The fifth chapter enters the interactive ERA search marketing

We should not only consider the display of search ads, but also to consider how to engage with the active search for interactive marketing, the pursuit of word-of-mouth transmission and even viral transmission effect, to achieve the largest input-output ratio.

1. Be upright and do marketing. It seems to us that our competitors are not competing on the basis of respect, but in thinking of reaching them by all means.

2. Network marketing into the era of more than rich

3. More than burning money, more than the search business

4. Integration of the wisdom of the marketing of the audience. Segment the customer base. In the long run, this mode of network marketing communication through the emotion of inciting consumers has become more and more unable to support the long-term development of a responsible company, and the effect will be worse.

5. Please insist on trial and error marketing

6. Make a snowball effect. Fax machine principle: For a fax machine, if there is no object to fax, it is worthless. If you have two fax machines that can transmit information to each other, it may be worth twice times more. If millions of fax machines are linked together to form a network, then its value will increase exponentially.

7. Search, just a start. Providing site visitors with the content they need is more acceptable than selling their products or services directly.

Search, just a start, continuous and potential consumer resume interaction relationship, is never-ending.

8. Explode the shared chain

9. Establish five recommendations for interaction. 1. Please provide valuable content; 2. Make it as simple as possible; 3. Manufacturing communications; 4. Immediate response; 5. Provision of guidance;

In general, this book can be used as an entry-point search engine marketing, even if not to do marketing, a use of popular science is still possible. Private thought, widen the knowledge, broaden the horizons is very necessary, help us to use the "comprehensive" point of view to multi-angle, multi-level review of a problem or topic, reduce the narrowness and bias. Back to this book, borrowed from the "Outbreak of the Internet revolution," the author of Simon Liu on the recommendation: the first feeling is very novel, no textbook of the not sexy figure, no technical school of rigid face, the strokes of the big open well in the search engine marketing can be said to be vivid and thorough.

Previous Picture:

SEM: Abbreviation for English search Engine Marketing

PPC:PPC is an abbreviated form of English pay Per click, in which the text means click paid ads

SEO is the English search engine optimization abbreviation, Chinese translation for "Search engine optimization."

Squeeze dry Baidu Google-notes