Discussion on the influence of keyword optimization on advertising effect

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The key to accurate analysis of advertising effectiveness is:

1, for each advertising channel, statistical access and browse volume, but this kind of data is basically the same as the data provided by the advertising provider, can not be used to comprehensively measure the effect of advertising.

2, for each advertising channel, analysis of the depth of each visit, it reflects the advertising content and the main website of the relationship between the degree of adhesion.

3, for each advertising channel, analysis two jump. The second hop volume can be proportional to the number of visits, but the two jump rate is different. The size of the second hop rate can measure the extent to which the ads are invalid clicks and malicious clicks. The greater the second jump rate, the better the advertising effect, and the main advertising site can retain visitors. If the number of access to advertising channels is very large, but the two jump rate is very small, in the final analysis: first, the ads invalid clicks or malicious clicks serious; second, The Advertiser's website is not attractive to visitors, resulting in serious loss of customers.

All of the above parameters can be measured from a certain point of view of the effectiveness of the advertisement, but these parameters have a common denominator, that is, they are not advertisers direct income, they and advertisers direct income is not directly linked, and may even be inversely proportional. So, what is the advertising effect we believe?

Once in Google launched a bid advertising, light from Google itself to the data can not accurately analyze the real effect of advertising, must rely on Third-party data monitoring work, I chose the recent introduction of Adpower (http://www.adpower.cn). Bidding advertising for a period of time, from the Google Analysis report, if the simple to show the number of clicks as indicators, to 2009-08-08 this day as the benchmark, then 11, 12, 13th the 3-day advertising effect is quite good (see Figure 1:google AD Analysis report). Using Adpower Channel analysis report to compare, the real effect of advertisement is more obvious.

Adpower provides a lot of data indicators also provides a lot of detailed data reports, to the number of visits, two hops, arrival as a measure of indicators, adpower ads results Analysis of the basic and Google advertising analysis of the result is consistent, but the real effect of advertising is still in the further analysis.

The revenue from the auction began to decline from 10th to 12th, and to 0. I can clearly see from the "revenue-channel extension analysis" provided by Adpower, recall that there were a lot of keywords in number 10th that increased the number of visits, but when these visitors went to the site, they went to 1-2 pages and left (Adpower can track them). Prove that such visitors are not interested in the site at all, or that such visitors violate the purpose of the promotion because they cannot bring any benefits to the site.

Case is obvious, the choice of keyword not only affect your site's revenue and will directly involve you to promote the cost, choose a good keyword not only helps save the promotion cost, also can provide the advertisement effect. corresponding product promotion, the choice of keywords should be appropriate, appropriate, but also to observe how competitors choose. SEO optimization is a very deep lesson, the key word is the fundamental.