Search engine Promotion: How to more accurate search engine promotion?

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Analysis of the domestic market of search engine

Search engine Domestic market situation is more clear, Baidu as the domestic search engine boss, its position can not be 360 search in the short run, but since last year 360 search by intercepting Google quickly occupy the domestic 10% of the search engine market share, 360 search is halfway killed Chen Bite gold, momentum is very fierce, Sogou in search engine plowing for many years, also did not break through 10% of the market share, this let Sogou, search is very embarrassing. Domestic search engine of the method is relatively single, basically rely on search engine advertising. The industry's fiery old 2,360 search to buy old Sogou, and then contend with Baidu, this statement I personally think that the hype is high, and the possibility of acquisition, but not big. We clearly see that in the United States search engine technology is diversifying, although Google occupies the dominant position, but other search engines are not useless, and in the country, we also happy to see search engines bloom, so as to avoid vicious competition, and 360 search Sogou, Tencent to search for the lack of attention, The results of the most also contributed to the domestic two points in the world situation, so it is easy to cause vicious competition, is not a good thing, and keep Sogou as a old, there are 3 domestic search engines, which seems to be more conducive to pinch search engine benign development.

The nature and form of search engine advertisement

SEM this term is called search engine marketing, basically contains two parts, one is the search auction advertising, one is the alliance advertising. Search advertising ads are more familiar to everyone, no longer the elaboration; SEM contains content also includes the alliance advertising, such as the current Baidu Alliance, 360 Alliance, Google Alliance, Taobao Alliance, and so on, its approach is to borrow the search engine advertising system and customer resources on the Alliance site ads, the ads and the site perfect docking. We saw that Baidu began to imitate Google's advertising method very early, ads are generally text, pictures, flash, or they mix, of course, Baidu will also work with some of the major customers to help them to do some products for them, for their advertising effect to customize some advertising methods, no matter how the advertising presentation, Showing how positions change, their essence is advertising, and this nature does not change as its form and position change. The role of the search engine is: To create a perfect search engine, with the fastest, most accurate service to enhance the search experience of netizens, on this basis, to create a perfect advertising system, the advertising system is a money-making machine, this is no exaggeration. We clearly see that Baidu's revenue in advertising is steadily increasing.

At present, the domestic advertising system contains Baidu's Phoenix Nest advertising system, 360-point marketing platform, of course, there are some other platforms. These platform systems, used by friends know, it is the management of advertising, delivery, effectiveness analysis of a platform, so the evaluation effect has become a topic of concern for everyone, because accurate advertising, help improve conversion rate.

Search engine Advertising promotion conversion rate is to improve the accuracy of advertising

Search engine advertising to enhance the conversion rate is to improve the accuracy of advertising, how accurate advertising? In fact, from the user input search terms to the Web site, this part of the need for us to carefully study and improve.

First of all, the key to the selection of keywords, we found that in Europe and the United States, there will be such a company, is a professional for various industries to provide keyword services. I have not found such a company at home, but in order to follow the people's attention to the search engine promotion, I believe that the search engine may betray this piece of data to other companies to do, or search engines themselves to do this business. So how to choose keywords? Most of us are using the Advertising System Platform keyword selection tool, in fact, this method is good, but you have to focus on the selection of keywords, not necessarily a large amount of search for you, the price is too high, burning money is very bad. So I suggest a focus on the selection of keywords, such as your company those products of higher profits, at this time to select the key words need more points, and those who profit relatively thin products, keyword selection will be less, which is what I say the emphasis of the meaning.

Second, the key words of the bid, this is very important, many people think that the key words bid this is not good control, many people use bidding software to adjust prices, I do not recommend the use of this tool. My company used this tool, this tool if a peer to use more, so the consequences are very serious, that is, the naked burning money, money is spent faster, you know your key words in place, but the program is after all, it will not alert what, will only follow the preset procedures to implement. So how do you bid on key words? Very simple, is based on your budget, the first to determine the promotional time, generally speaking, the morning 9-11, noon 13 O'Clock-15, Night 7 o'clock-11 points, these are the time when Internet users more concentrated. At this time you will be based on the budget to weigh, generally speaking in the morning 9-11 point to bid very high, before you can line up to the front, burning money very quickly, so if your company budget is not much, I do not recommend you in the morning this time set to advertise. Then someone to take into account the quality of the problem, I personally think that the quality of the keyword and account history operation, account promotion structure, the pros and cons of the keyword, the history of the key words have a great relationship, because the evaluation of quality is the system, so these become more critical. And I suggest that the general promotion period must be set well, this effect on the promotion of a very large, if the whole day to promote, most of the key words on the right, then the click Rate is very low, not conducive to the promotion of keyword quality, and the ranking is the quality of keywords and bids jointly decided, so I suggest time to promote, That is, the choice of the set promotional period, less than the budget, to avoid the peak, the price set low, so can be ranked home, because after the peak, some of the budget of the account will be offline.

Third, the keyword matching way set, this is also more important, Baidu is divided into a wide range of matching, phrase matching, accurate matching, as to what they mean, I do not have to explain, there is not clear to Baidu to promote knowledge of the site to find information, this setting is very important, can be accurate to a single keyword matching way.

The shielding work of negative words and exact negative words. I believe that we are not unfamiliar, to improve the accuracy of advertising, this is critical. Negative words, accurate negative words can enhance the accuracy of the trigger keyword, I explained here, the trigger keyword and search term is different, search term is the user search time input words, and trigger word is the advertising platform according to your keyword matching set, bid to show your ads, this keyword we are called trigger words, Netizen Input Search Word, your advertisement shows, this advertisement is based on that keyword to show out, this keyword is called trigger word, also call promote trigger word. Negative words, exact negative words and matching methods can help to improve the accuracy of trigger words.

V。 Malicious IP clicks, this is already a very headache problem. Now the ad system platform, although the malicious IP click has a certain defensive ability, but I have been skeptical about this ability. IP is generally dynamic, to malicious shielding opponents, or use the program to screen, or tracking the other computer hardware, with the computer hardware unique logo to screen, otherwise malicious shielding personnel for analysis and statistical reports to shield is wishful, unrealistic, and the effect is not good.

VI, creative Writing, this I do not say much, good ideas, can effectively enhance the display of ads click-through, long-term help keyword quality improvement, thus forming a good cycle, the effect does not say everyone also understand.

Like the promotion of geographical settings, we all know, generally in the open account has been set. I feel just set the promotional time period this point, now if flexible use, can effectively improve the conversion rate. The promotion time period set is good, may let the advertisement use the lower price to rank in front, the rate of high, keyword quality promotion, you can use a lower price than others to achieve the same promotional effect, if flexible settings, the basic idea is: to avoid peer competition hot period, the use of competitive cold space to put ads. Of course, there are many other ways to improve the accuracy of advertising, you are welcome to the network sales personnel to shoot bricks, sprinkle flowers, add, discuss, and we share here today ~

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