Reasonable Network Alliance advertisement strategy: How to plan and put on the Network Alliance advertisement

Search marketing is now the most important marketing channel for many small and medium-sized enterprises, but traditional keyword ads often cover a limited number of people. If you have a subset of customer groups that have not yet used the search engine platform to get information, you can still not cover this segment of the potential customer base, no matter how perfect your keyword advertising strategy is. Many advertisers may ask, so how can I get a broader coverage of target groups at a low cost? The power of the net alliance is certainly essential! Why do you say that?
Even though the number of search engine users is increasing year in, we may overlook some potential problems, what are these users doing with the search engine? Let's first look at the following figure:

To 2009 years of search engine users have reached 170 million, and the domestic netizens to the current statistics of more than 300 million, according to the 2010 at the end of the expected search engine user data of 190 million to calculate, at least 100 million users through the search engine is unable to cover. We take the highest share of the domestic market Baidu search engine data to see:

According to Nielsen's 2009 data, most users use search engines for entertainment needs, such as MP3 and video. Often use Baidu Friend should also understand, that year Baidu is through entertainment products, such as Baidu MP3 to obtain a solid market share, until today Google so formidable rivals can not easily grab Baidu's market share. This entertainment needs of the user community, it is difficult to subdivide their potential business needs, for example, we can not determine the user in search or listen to what songs to determine what kind of products it may need. This group of users is not completely worthless, the traditional mass consumption category, the popularity of higher products suitable for coverage of these groups, such as milk, mobile phones and so on.

The percentage of potential target users that can be mined from search behavior is quite limited , why do you say so? The domestic Netizen's search behavior is very fragmented, some users may be accustomed to use these phrases to search, some may be accustomed to use another phrase even the typo to carry on the search. This allows advertisers to pass dozens of, hundreds of, or even thousands of keywords to cover all potential user groups. Between the key words, other traditional media may have certain influence to the user search behavior (regarding the media and the search behavior influence, please read my blog which marketing activity, affects the user search behavior and the KPI transformation? The following figure shows an example of a representative user search behavior:

Above we can see that Air China's key words advertising "ticket" and related advertising ideas, affecting users to search "Air China" behavior. The impact of this keyword on user search behavior can actually lose a lot of potential search traffic. If advertisers are going to launch a keyword, or a group of keywords, it may not be possible to cover all the user's search behavior. Low coverage is the biggest drawback of keyword ads!

The Net Alliance is effective to make up the keyword advertisement this one fatal malpractice. What is the advantage of the Net alliance? ( the Net Alliance here we only introduce search engine Network Alliance platform, for example Google content network and Baidu Net Union)

A, Google content network: The Google content network covers more than 75% of the unique identity Internet users, which involve more than 20 languages and more than 100 countries. Therefore, if you also advertise in Google search networks and content networks, it is possible to cover three-fourths of the world's only identity internet users.

B: Baidu Network Alliance: Baidu Network Alliance promotion, to 300,000 high-quality website for the promotion platform, through a variety of directional ways to help you lock the target crowd, and to enrich the style of your promotional information in the target audience to browse the various types of Web pages.

Google content network coverage of the global 75% Internet users, in China over 70% Internet users, Baidu Network Alliance also has a number of High-quality Alliance website members. If advertisers have enough budgets, it's no problem to get tens of millions of or even billions of ads a day. Now that the problem is here, although the Network Alliance has such a high coverage, but how can I guarantee that the majority of the users covered are our target group?

Reasonable Network Alliance advertising strategy, can help us to more accurate targeting target groups! How should we plan and launch the Net Alliance advertisement?

STEP1: Subdivide products and services and subdivide them according to the product/service user community.

STEP2: Subdivide the needs of the target group. For example, what are our products/services that can solve their needs for this group?

STEP3: Which sites do the target groups often visit?

Different target groups, of course, may be concerned about different sites, such as: Graphic designer groups may be concerned about visual Chinese, blue ideal of this type of Web site, the system administrator will be concerned about the 51cto,cnbeta technology site.