sem-whether we should put our own brand words

A look at Zeng Peng-hui sem blog friend morning and I chatted about the east of the SEM, there are two problems are very common, I will have the opportunity to write out, the right to become a friend for some reference. Finally he asked the question: I found that there are people in the enterprise word came in, such a word is necessary to do? The question resonates with me today to say whether we should put on our brand words.

It resonates, and I remember when I first started this project. At that time, the company's overall environment is: SEM and SM Silly points are not clear, about the SEM all want me to preach. The result is the hard way to get the project done--this is true in any company. However, I found that the project has a certain brand effect, so put the limited money into the brand word, because at that time only opened AdWords, these traffic is not much, but the ROI is good (of course). Many people, including the boss, I put the brand words are very puzzled: our website has been ranked first, why do we have to put their own brand words? This is not the money to throw out the white? At that time I did not explain too fine ——— explain more, meaningless ——— the report to the boss to see, make money, OK, continue. Later ready to do Baidu promotion, the boss looked at the results of the search: the first screen is all our promotion-but the competition words in the cast. I have in the "bidding strategy" mentioned, competition goods word, is a good transformation of a number of words, many promotional personnel like to vote, not to mention, there is no one to control them, the typical do not cast white. As for how to explain to the boss that people will vote for our brand words, do not mention, in the project process, similar things too much.

or back to the subject, in the SEM process, we should put their own brand words? This problem can be divided into the following situations:

1, the natural search company website Baidu ranked first brand words. In this case, you should also put these brands. However, you should compare the flow statistics, promotion before and after the promotion, the flow of these words in the site has not increased? How much is the increase? Based on the conversion of these keywords, calculate the profits of these words increment to the company. In this way, the boss asked you this, there is no need to say too much, a report handed up, the boss will not say anything.

2, or the above situation 1. Even if the promotion of those words did not grow, or should continue to put these brand words, however, change the matching method. SEO will not let each brand word especially long tail brand words are ranked first, ranked first, is always a few brand core words. By placing these core brand words, you may be able to match some of your unexpected brand search terms, which is also the credit for promotion. In short, everything depends on the result, there is increment, it continues; However, I have never seen the investment brand words, the overall flow of brand words will not grow.

3, or the above situation 1. Just like I started to do the project, competition products put brand words flying, at this time, no doubt, on the bar! On behalf of the moon to their families rejected! By the way also to cast their brand words, rich words, is not raised under bid, nausea disgusting each other?

4, the natural search company rankings are not Baidu's first brand words, this situation needless to say, is a must cast. Brand Word is to transform the best flow, must be the greatest degree of grasp. Once others put our brand words, driving up prices, colleagues dare not follow up. I said: My own site is not the decision, better to sell sweet potatoes home. Common words we all want to rob first, dare to rob the first, why instead of the brand words can not hold? His lair is not peaceful, how to go to someone else's pot to grab food? I have always liked the multiple account promotion strategy, to seize more brand word traffic is a very important reason. Sometimes, the CPC of the brand Word series may be the highest. If you even own brand words this position can not hold, then in this industry SEM competitiveness, will never be strong. Of course, the efforts to hold the brand words, it is not necessarily strong, because many people only cast brand words. I remember there was a time when the boss asked me to do it. It's a good strategy to do opportunistic one, individuals, or small companies with less budget and no desire to develop a brand, requiring an extra high ROI rather than an increase in sales and profits.

In short, in general, in the current environment of Baidu promotion, no matter what the situation, since you are doing SEM, your own brand words are required to cast. Song Taizu also cloud: couch side, spring sleep don't feel xiao, can let others snore sleep, Baidu promotion, everywhere mosquito bites, their own brand will vote! This article by Zeng Peng-hui SEM blog original, the original link: http://www.zengpenghui.com/archives/352.html, Reprint please webmaster brothers keep.