Basic guiding principles of SEM: Dica funnel

I have always thought that SEM is a very simple thing, I have told many of my colleagues, "You are very good", they always do not believe, said "I only know such a thing", but the result, many of these people went to the big marketing company, http://www.aliyun.com/zixun/ Aggregation/6277.html "> Advertising company; Because, this is a simple thing, but happen, the market demand is very large, and many people do not understand this thing;

The reason that SEM is a very simple thing is because, in SEM, we can manipulate a few factors, I broke the number of fingers, whether it is Baidu or Google, directly controllable (different from the indirect controllable, such as quality points) of the factors only 7 points (referred to as 7 kinds of weapons): set, grouping, keywords, matching mode, Pricing, labeling, landing page; Besides, you can't do anything!

Based on my years of working experience in SEM, I have summed up a basic guiding principle of SEM: dica funnel; d=display, presentation; i=impressions, impressions (from the concept of CPM CPM M is impressions, I never know why not called CPI) C=click, click, A=action, Action, registration, purchase orders are a kind of action;

Suppose our ad shows up 10,000 times, and finally 10 people place an order, so this is a big loophole, there are several links in the loophole, each link has a conversion rate, and the work done by SEM is to improve the effective conversion rate of each link; click-through and action rate are well calculated, but after the advertisement is displayed, It is not easy to calculate the number of people who produce impressions, but we have to have this concept; for example, a 8th advertisement, we think that many people will not see the advertisement at all;

Of the 7 elements of SEM, the influence shows 4 sets, phrases, keywords and matching mode, setting is the initial setting, including whether to put the Network Alliance (Beidou or AdSense), whether to put on a cooperative search engine (if opened, advertising may appear in Bing, search, 58 and other sites), and whether to set the time to launch, The region, the phrase determines the breadth of the choice of keywords, the matching mode determines the breadth of the keyword display;
We think that the rankings and the mark to determine whether the ads will be seen by netizens, here are available for reference data, I do not look, is roughly the seventh number of clicks (according to the probability theory, it can be understood as a lot of people will not notice the 7th AD), In fact, the main emphasis is on the form of the table rather than the content, the expression is said, the URL capitalization, plus punctuation, keyword repetition (add red effect);
The next impact on whether the Internet users click is the standard description, in general, netizens will determine whether this information is a netizen needs, if it is, netizens will point to open to understand the details;
Then, landing page will affect the final transformation of netizens, landing page on the one hand is the form of expression, on the other hand is content, such as promotional information;

However, Sem said simple, in fact, is not simple, the simple thing is that his work has only 7 weapons, the target of 1, that is, to improve conversion rate, to achieve the best ROI; If the effect does not do well, we can always find which link is not good, according to the Dica funnel, and then solve it--but this time, We will find that, in fact, it is not easy to solve, for example, we think that the mark is not good, but how can be considered a better standard description? --It's only a good thing to do, in fact, you can go to the advertising company to do CD (creative Director, Creative director); Therefore, to really use these 7 kinds of weapons, actually need a very broad knowledge of the reserves, involving statistics, psychology, advertising, marketing, game theory and many other knowledge, As well as the necessary industry background, it is best to know some design, will use Photoshop.

Moreover, if we manage the number of keywords in hundreds of thousands of, alone certainly can not manage, must rely on a certain system, there will be a complex algorithm, such a system, is not very simple can be done.