Case study: Lao Zhang's Moving Company (3)

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Write this series of posts is intended for the small and medium-sized search marketing practice to provide a point of reference, so early said will enter Baidu Phoenix Nest operation Example. After a few months of stalling, I simply felt that the series was not going to be written.

It's not just laziness, it's not a sudden change of mind. I have borrowed the test account of Baidu specially for this series, have done a sample of promotion series, hope can provide some concrete operation screenshot. But when the preparation goes to the next stage, I don't think I can do it anymore. There are two reasons:

One is that the tools on the Baidu platform is not mature enough. Search marketing of the actual combat tools rely on very large, different tools, different data acquisition means will seriously affect the actual operation of the process. In 2010 years, Baidu Phoenix Nest has a number of improved updates, and even launched (I think) a very important meaning of the two tools-statistics and tracking. But my personal view, these improvements are more to solve the problem, the user experience is very problematic. (Thick-skinned said, with my relatively experienced search marketing managers will also feel cumbersome and inconvenient operation, for the old Zhang may be more difficult.) At the same time, I am afraid that these improvements have not done a careful business potential analysis, the possible effect is not expected, after the launch of the service also did not follow up accordingly. So from the point of view of the actual user, 2010 Baidu did not have much substantial improvement.

And the real change in 2010 between users is to click on the unit price CPC. This is also I think can not continue to use Baidu Phoenix Nest to explain the case of the second reason old Zhang, or the root cause. When I was doing a background study for Lao Zhang's moving company, I found painfully that the market price of the few keywords ready to start was far beyond expectations. Because the information of these keywords is obtained from Baidu in the name of "research", I cannot disclose the actual data in the text, can only make an analogy, or use the calculation method in the first article to look at this problem.

"Now we're starting to turn this record into a search marketing metric." To refine a little more, 20 calls brought 5 orders, an average of 4 telephone 1 orders, the conversion rate is 25%. View Phoenix Nest Account, a total of 100 clicks, bringing 20 calls, that is, every 5 clicks bring 1 inquiry calls, the conversion rate is 20%. Get through click = "Phone =" order, click Conversion Rate of 5%, that is, every 20 Baidu Phoenix Nest Click to bring an order. Considering the gross margin of each order is 100 yuan, as long as each click price below 5 yuan, it is still profitable. Not expensive? In principle, it is not expensive as long as it is profitable. ”

In this formula, if a keyword click conversion rate of 5%, then each click price below 5 yuan can be profitable. But in the background study, I selected a few keywords in the first click Price may exceed 30 yuan (repeat, not real data, just to illustrate the gap). Of course, readers can also ask why they only look at these big words? Is it possible to start with a long tail keyword? Long tail keyword problem is that the flow is too small, so that a long time to invest slowly, at the same time, according to Baidu's minimum bid principle, may be a category of keyword minimum bid will not be too low, although less competition, But the long tail is not necessarily a lot cheaper. What does a 30-dollar click Price mean? means the existing competitor in the market:

Click Conversion rate of up to 30%, also that is an average of 3 people click Ads 1 People placed orders, this conversion rate is quite high ah! If the competitor really has such a good conversion rate, it is likely that there will be a considerable impact on brand factors, the old Zhang is temporarily powerless.

Competitors may not care about the actual conversion rate, there is no corresponding monitoring and tracking means, online advertising is only to play the visibility, to seize the market share, set aside a corresponding advertising spending.

Based on the limited understanding of the domestic network marketing market, I prefer the second possibility. Most of the Chinese network marketing customers are very extensive delivery, but also stay in the flow stage. Compete with competitors who don't count their return on investment, that is more than burning money, old Zhang can not afford to play, and in such a market with ROI to manage advertising is definitely not find the north, in other words, the scholar met soldiers reasonable, the market is not with the old Zhang reason, only speak silver.

No matter what kind of possibility, in Baidu Phoenix Nest Environment to tell the old Zhang moving company should be how to operate, the practical significance are greatly weakened. The old Zhang will think: Oh, you said half a day how to do well, but finished in the real environment this is meaningless, then we see this to do? I can hold a shield against the lid and say, you see, this is a method of thinking and thinking. But there is no value in thinking without practical corroboration. In particular, the sweaty of the old Zhang's budget has not been tested into this piece.

The plan, "Lao Zhang's Moving company" in Baidu Phoenix Nest operation is a play, but now has been uprooted. But I am not reconciled to the end of the small and medium-sized enterprise search Marketing to launch this topic, had to transfer the battlefield, temporarily jumped out of the old Zhang's position, look at Google in the face of SMEs in the development of the possibility ...

Lao Zhang's Moving Company (1)

Lao Zhang's Moving Company (2)