Find the best red dress for you: The story behind L ' oreal Samsung search Marketing

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--The Baidu Marketing Festival award-winning case read

In today's era when everyone can become media, marketing is becoming more transparent. In the face of a huge 500 million netizens, if there is any enterprise does not understand the search engine marketing way, it can only say that it has out, if there is any enterprise that search marketing is simply the purchase of keywords, it will not be able to hold live target consumer groups. Search marketing is a knowledge, the brand does a good business natural attentively to delve into the way, it is not a secret.

L ' Oreal, Samsung, two companies proficient in search marketing, with their own practice in the experience summed up for the peers to sum up the success of three search marketing elements, and the process of forming a strategy. L ' Oreal and Samsung won the Gold Award and Silver Award in the first Baidu marketing ceremony, but in their view it was just the beginning.

Search keywords Approach Audience intent

In search marketing, product marketing and brand marketing need to be closely integrated, but also according to the audience's search intention to focus. In view of the further promotion of L ' Oreal's brand influence in Chinese consumers, l ' Oreal's marketing strategy is based on the hot spots of the Cannes Film Festival, hoping to have a promotion through the International Film Festival for the love of the superstar's make-up brand, which is different from the usual strategy of product marketing. We are more to do crowd marketing rather than product marketing, so in the search engine keyword, more is based on the basis and blueprint of Cannes. L ' oreal Network marketing manager Chen said.

L ' Oreal targeted consumer groups as "Love fashion, love entertainment, Love Make-up, love stars, according to such a crowd positioning, with the corresponding crowd behind the likely influential key phrases, such as in the red carpet Fan Bingbing in Cannes, on the basis of the event, to increase the" Fan Bingbing + L ', "the key phrase, The search volume has achieved a breakthrough growth. In the key words can also be divided into groups, Chen introduced: "We also for different groups, such as like fashion, like make-up class, we gave different forms of advertising and advertising content, perhaps this is from the search engine this part of the relatively novel."

Search keyword design needs to approach the audience's search intentions, will be effective. With the help of the Cannes Film Festival, l ' oreal judged that the audience's search target would tend to the real time in Cannes, so the key words were optimized by the progress of the Cannes, and the red blanket information, close to the Netizen's search intention, improved CTR.

In Chen view, search engine marketing is the most important thing is orientation, "because it can more accurate positioning of the crowd, as advertisers to want is also this, this time we use Baidu's Hong media, it's the search volume improvement has been verified by us." We value the most is the Baidu itself is a directional, after all, the current look at our more scientific search method is directed to the crowd, at least I know what the audience is interested in, then I put it is more accurate "this is the brand makeup search volume has a breakthrough growth of the important reasons." "We used to do more product marketing, brand level is not particularly much, this time in Cannes really let us as a brand feel the charm of content marketing." ”

With L ' Oreal brand marketing strategy slightly different, Samsung based on its own characteristics, more focused on product marketing, but the new use of the "long-term + short-term" promotion strategy. "Before Samsung was short, a new product launch to do a promotion, we will find that the CPC has been not down, to maintain the trend of volatility, and then we from other long-term promotion of customers found their CPC is down, the long-term and short-term combination of strategies used in Samsung to try, In the past few months we have been able to see that the CPC is basically a downward trend, or it is obvious that this strategy has been upheld. Samsung Peng Tai Optimization director Kang Jinying said.

Samsung Peng Tai Search Marketing department head Zhu Yi that this long-term and short-term promotion combined with the advantages of the strategy is able to provide a dimension to do the key words of the regular, to each of the key words to take different regular strategy, better to achieve KPI assessment objectives. "Before this idea is also very hazy, did not have such experience, because Baidu often has some of these customer will, there will be some case introduction, in it has embryonic form, we extend out, placed in Samsung found particularly suitable." ”

In search of the keyword design, to ensure that the search experience of netizens is essential, that is, "to meet the search intentions of netizens, such as search Samsung mobile phones, consumers must be thinking of Samsung to see this thing, if there are other sites, it is certainly not what customers want to see." Team project manager Triting said.

Policy tuning is a dynamic process

"As a search marketing to have a very strong testing, to ensure the use of very accurate copywriting and materials to seize the consumers we really want, this and no gorgeous secret in the inside, you have to go constantly to test, and constantly to debug." "L ' oreal Network Marketing manager Chen This sentence actually said the enterprise in the search marketing process must be under the" painstaking effort.

For many enterprises, how to find a set of the most suitable for their search marketing strategy is actually a long process, because the Netizen's search behavior is changing every day. In the brand area of Baidu Display, L ' oreal and Samsung have undergone a long period of repeated changes in debugging, only to achieve good results.

"We do brand area show after a few big process", Chen introduced, "First of all, the layout of the text chain, this process we tried different forms, like at that time, Baidu more novel Aladdin, now we routinely use, including the previous multiple text chain, the following is a single text chain with three short links, we have tried, I think this part is actually very simple, that is, the pursuit of good CPR. ”

This debugging process also gives the team an inspiration: for L ' oreal men's products alone brand area keywords. "Because men and women use habits, search habits are different, how we give to the relevant people more consistent with a brand image, to facilitate their finding related products, we will be the men's products alone to pull out a special area to provide men related product information and some cosmetic maintenance information, which is also a great change. ”

The third aspect is what kind of content the brand area presents. "Initially we may be some simple brand content, and then have the content of the listed products, and then have the electronic mall, now put the content of the member, we are constantly trying what is consumer care and we do not have a good show, So we are in the combined with the Paris L ' oreal related words of the search volume situation in making constant adjustments. I hope the most concerned about Paris L ' oreal hottest, events, products and services of these guests can quickly through our brand area, to find the information he wants, and then quickly into the relevant content, we still in the spirit of such a purpose, repeatedly in the polishing of our things. Chen to reporters.

Samsung is based on the arrival rate to replace the brand area model. "Before we used other competing products that brand area, but the arrival rate is relatively low, because some of the competition is only mobile phone aspects of the single product, Samsung products involving six large lines, small line has twenty or thirty kinds, so its product line distribution is not suitable for that kind of style, so we have made some changes in the style of the brand area. The CPC is now very low. Search Marketing department head Zhu Yi said. Because Samsung's product line is many, the activity also is many, needs the weekly renewal, can let the audience have more interest to look, this also is a search keyword supplement.

"In fact, I think it is slowly while learning to adjust the strategy process, through the brand area we actually learn quite a lot." "Chen said.

An indispensable system of scientific knowledge

Search Marketing In fact contains a set of scientific knowledge system, which has been more mature in foreign countries, the company has a relatively reasonable understanding. For example, on the problem of arrival rate, there are many factors affecting the effect of keyword, including speed, customer site construction, and sometimes can not judge more is the reason for the speed, or keyword effect is not good, "this we have to try, such as in the case of the same word, try different broadband version, such as high broadband and low broadband To see if there is any improvement. In addition, web design is consistent with the preferences of Chinese netizens, because the Chinese and American perspective is not the same, this is also a factor to consider. Samsung Peng Tai project manager Triting for Samsung to do search marketing strategy.

Whether for business or advertisers, "precision marketing" is the most ideal search marketing in the future, Chen to do a very figurative metaphor: "The real precision of the crowd marketing, not to let consumers feel very tired, such as in fact I do not like purple clothes, but you keep pushing purple clothes to me, And I'm actually looking for a red dress but I can't find it. ”

To the right people he likes the right clothes, which requires the search engine itself as well as enterprises and advertisers to work together to develop and test the precision of targeted search products and marketing methods. "I think there's still a lot of work to be done in this part of the Chinese market, accurate thinking is what, how to judge is right or wrong, I think more or less our knowledge is relatively scarce, we still rely on the feeling in the majority of" Chen reporters, "but through our practice, Can see Baidu is very attentively in doing this product, in fact, we are very happy, because we can test, although not to say that each product is successful, but you can have a place to choose, after all, Baidu in flexibility and coverage, has an absolute advantage. "Chen said.

Everything is difficult at the beginning, China's search marketing industry is in the early stages of development, it is very necessary to establish a complete knowledge system, the need for mutual experience sharing and exchanges between enterprises, stones, and constantly accumulate experience, well prepared to face 500 million of consumers in the Chinese market, even the larger global market. "I hope the leaders of these industries will be able to organize the advertisers well, give them more information about foreign countries, the most advanced ideas, and lead us to a right and accurate direction to go." ”