Share the various aspects of PPC dialectically look at PPC promotion

Webmasters are aware of SEO and PPC composition of SEM, most of the webmaster for SEO have their own insights and application experience, for PPC there is a confrontation between the two realms of the situation, and some webmaster feel PPC can quickly upgrade rankings, maintain stable flow, and therefore long-term rely on PPC to do website promotion; Some stationmaster thinks the PPC increases the operating cost, therefore refuses to attempt to use the PPC. Through my own station experience, to share with you on the various aspects of PPC, a dialectical view of PPC.

1, PPC promotion effect is obvious

(1) Rapid ranking Promotion

PPC promotion as long as through the audit, can quickly see the effect, to the beginning of my station, in the first day of the promotion through the PPC to enter the first page without suspense, PPC promotion One weeks will bring a lot of intention to users, the conversion of the actual user to 30. This is a short SEO can not achieve the results, during the ranking than SEO more stable.

(2) Tracking conversion rate is simple

Increase the code, it will be able to promote the PPC effect tracking, to compare the rate of flow conversion, so as to better keyword adjustment, so that PPC for the intended users to effectively convert to the actual user to play the greatest role. From the tracking code, the initial input of the PPC keyword "weight loss list" into the site users, most of the click is the introduction of weight loss, weight loss skills and other pages of the content of the site's product page is rarely clicked. Therefore, after running for some time, consider the replacement of the keyword.

(3) control ranking easy to operate

Can adjust the keyword bidding to control rankings, easy to operate, after the PPC promotion for a period of time, by the BID keyword from the "Weight loss list" adjusted to "good reputation weight loss products", the promotion of the ranking from the Nineth to adjust to third place. Therefore, the promotion rankings by bidding to adjust the specific location is very easy to operate and control.

2, PPC price floating

It is precisely because of the bid to win the position of the ranking, PPC has price volatility. Initially at a lower price bid to the "good reputation of weight loss products," the key words, not after two months, this keyword fire, more people bid, a single click of the price Rose 30%, through analysis and calculation found that the click to bring the intention of the user to convert to the actual user costs outweigh the value of the Serious violation of the original PPC to promote the will. The floating price of PPC makes it impossible to control costs in time and maintain long-term profitability.

3, the cost is not predicted to increase

In addition to PPC single click price fluctuations, there are malicious clicks caused by the cost of no indication increase, when the competitor found that we put the PPC promotion, will repeatedly click to increase our cost. In addition to competitors there are idle people and advertising companies will be malicious clicks, which produces a large number of invalid malicious click Traffic, disguised consumption of advertising costs. For example, after four months of running the site, by tracking the conversion rate of the results of the Code statistical analysis, I found that suddenly every day there are hundreds of invalid clicks, click into or even did not browse any page to shut down, this is obviously caused by malicious clicks. Therefore, the PPC promotion in addition to will bring the intention customer, but also will not herald to attract the malicious click.

To sum up, we need to find a balance between SEO and PPC, so that the site optimization has a better customer conversion lever effect--at the beginning of the site, you can choose PPC method to increase effective traffic and improve the main keyword ranking, through the PPC to complete a short period of time statistical analysis of the relevant data; With the growth of operating time, the site gradually improve and improve, and gradually will focus on how to upgrade the natural ranking of the site, the long-term perspective, only the natural ranking of the promotion and stability to make the site is not easy to be on the beach after the waves.

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