The brand strategy in search engine marketing

In today's network of product/service homogeneity of the phenomenon of serious situation, brand strategy embedded search marketing is the inevitable trend, not previously did not do the brand, but the different stages of the user and market conditions we face the problem is not the same, before the competition is not intense, the user for the product/service quality is not high enough, In the primary consumption stage of large price elasticity, it is not the opportunity to talk about brand quality, and with the change of user's demand and market pattern, brand strategy has become an important springboard in search marketing.

1. Attached to the brand non-price strategy

Increasingly fierce market competition, the same products between different enterprises in performance, quality, price and other aspects of the emphasis on differentiation has become more and more difficult, even the price strategy should not be simple selling product strategy, but to adhere to the corporate brand image and perfect service price strategy. Like Haier adopted the marketing strategy, won the hearts of consumers, but also won the respect and admiration of peers, and won the market.

2. Search advertising to show the creative brand

The brand (Brand) is the consumer to the product (service) and the product line cognition degree. Brand is the result of long-term efforts of enterprises, is the intangible carrier of enterprises. Therefore, in search engine marketing to highlight the brand, for the operation of marketing personnel can operate is the key words and ideas.

1) Expand Brand Keywords

Can be in the keyword, from the region, product parameters, specifications model, function ... And so multi-dimensional to expand the brand words to increase the maximum area of the brand coverage of product needs of the crowd. such as computer/notebook/notebook/desktop computer, study/study/study abroad/studying/studying in Australia/UK/study abroad/study in Japan.

2 Advertising Creative Brand display

For the core product/service words, the user's needs are not very clear, so the difference is the brand, how to integrate the brand words into the creative advertising, highlighting the brand advantage is also PPC creative work. Take a look at the advertising ideas of several major products:

　　

Baidu Search computer Ads show Results

Baidu Search study of the ads show results

Through the above advertising creative Basic description, for a lot of product words, the basic will have the strength of the enterprise in doing, but also in the creative advertising brand and brand advantages, and for this kind of word general enterprise is difficult to transform, even if the ad row in the first may not have achieved very good results, Because these words are for the enterprise that has no brand advantage, the conversion rate is very low.

On the contrary, for some of the existing brands, a lot of enterprises without brand advantage is also very competitive, please see the following Apple phone search results:

　　

Baidu searches for Apple phone ads show results

Not only this word, many like the iphone 4s, apple 4s and other words are the same, very few brands of the site, because at this time the keyword has been used as a propensity to consume the word, the conversion rate is relatively high, for users, no matter who is selling, as long as the Apple phone can be, Because buying an Apple phone does not necessarily have to go to Apple's official website, so many companies are competing.

For enterprises, to implement brand strategy in search marketing must fully understand the value of the brand, when our brand value by the user's approval, then our products/services will naturally be favored by users; Secondly, in order to avoid the loss of brand value and uncontrolled factors caused by brand risk, Products and services provided by the channel as far as possible by the enterprise itself control, of course, depending on the specific circumstances, after all, social division of labor is the Industrial revolution, production-oriented enterprises for the user is the wholesale demand of users, and direct sales of the enterprises are direct consumers. But for any brand, the value of the brand is to let wholesalers feel that the product is good to sell, so that consumers feel that the product is easy to use, to meet their maximum effectiveness.

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