Analysis of PPC bidding advertisement

Abstract: For the Enterprise whether you are search engine marketing strategy is SEO or PPC bidding ads, I think ça purpose is to profit. There are a lot of differences between the two, this article will not talk about the difference between the two. From domestic

For the enterprise whether you are search engine marketing strategy is SEO or PPC bidding ads, I think ça purpose is to profit. There are a lot of differences between the two, this article will not talk about the difference between the two. From most of the domestic choice PPC advertising business, most of the choice is Baidu's products. In effect, not all of the enterprises return on investment is satisfactory. The reason is often not to PPC bidding ads do a detailed analysis.

Since 08, the author has been operating a bidding advertisement in an enterprise. In each bid advertising project, the author will first make a note on the project to be more detailed analysis. The following author on a contact with a case and we talk about the operation of a PPC bidding ads before we need to do 10 notes.

Case: The author takes over is a training organization PPC bid advertising project. A brief introduction, mainly to develop pre-school children's intelligence training institutions. The main target audience is pre-school children under 8 years of age. And the author of this project mainly from the following several directions.

1: Operating mode

Enterprise Online Brand Construction: If you want to build a corporate online brand for PPC advertising investment needs a lot of their own. Mainly to promote their own brand-oriented. (The training institution is only initially operational and is not suitable for use at this stage)

Keyword acquisition Target customers: The main purpose of the change mode is to obtain users through key words, investment funds are relatively small, and short-term investment returns higher. is the right model for the training body.

2: Operational purposes

The main purpose of PPC bidding advertisement is to enlarge enrollment, and secondly to build up the online brand.

3: User positioning

At present, the training body is mainly aimed at preschool children. For preschool children to do their potential development, to develop some good habits of children. Through a survey of the institute's existing colleges, 3-7-year-old students accounted for more than 80%, so targeted users: 3-7-year-old Children's parents.

4: Keyword positioning strategy

We all know PPC auction ads at the core of the key words, if the keyword positioning did not do a good job, the return on investment is bound to fall greatly. The following author on the training institutions to talk about the positioning of keywords.

Key words we can be divided into two parts, mainly key words and long tail keywords.

The main key words we can choose: preschool children early childhood education, preschool children, preschool. Because this part of the key is more popular, the price is also higher, so we generally choose up to 4-5 words

Focus on the long tail key words as the main axis, we can according to the characteristics of children's parents to carry out the combination of keywords one hundred or two hundred words, this part of the need for accurate analysis.

5: Keyword matching mode

Because the target customer positioning is more clear, so choose the exact matching mode.

6: Area positioning

Location: Shanghai

7: The time area

According to the schedule of the Shanghai area, and the usual space time for parents, we recommend that you select a weekday night after eight o'clock to limit the time and open the weekend.

8: Funding budget programme

Local hot words are clicked at 3~4 yuan each time.

Hot Key words within three. Long Tail keyword 100 or so, the amount of money per day is 100-200 yuan.

Hot Key words within six. Long tail keywords Two to a, the daily amount of money is 200-300 yuan.

I think for the training institutions at this stage, we can first set the daily standard limit of 200 yuan.

9: The work of coordination

In our landing page we will be set up with QQ or 400 phone calls, the author suggested that this QQ or telephone we can use alone, so that more effective statistics through the number of users to obtain the bid ads. (These contact telephone, QQ best not appear in other types of advertising, so that our statistics can be more accurate)

10: Advertising Effect monitoring

A bidding ad online is not to say that the end of the work, as a planner we also need to contact with the enterprise, get the day to consult users, the number of users converted and so on data. To understand the common problems of the target customers, these data can be well applied to the adjustment of our bid advertisement later. Let the advertising return on investment increase.

For a bidding advertising planners, we can not only be limited to the choice of key words will be able to get the thought of return. The success of the successful operation of advertising, in time control, pattern matching and so are essential, we must consider these issues before a bidding ad online.