How to evaluate the marketing difficulty by making the search engine advertisement plan

After the completion of the website, the necessary http://www.aliyun.com/zixun/aggregation/8073.html "> Marketing Promotion is a product to quickly enter the market, the necessary means, otherwise it is likely to encounter daily opening but no one's embarrassing situation." However, how to work according to their own products, according to the current situation of the market to develop practical marketing goals, so as to promote the promotion of marketing to light a lamp forward, this is necessary to consider the problem, because if the blind marketing, it is likely to be wasted, wasting money and energy.

Another important issue is that pay-per-click advertising patterns can easily make you spend money like water without getting the results you deserve. Because it is very likely that a large number of visitors to the site will find that your product is not what they want, you need not only to pay for these misunderstandings, but also likely to get a negative impression of visitors. Therefore, the practical marketing goal should be targeted at specific groups, effective precision marketing. Therefore, before the marketing promotion, it is necessary to the consumer groups, market conditions, of course, as well as their own funds to do some estimate, understand the following three points, can make as much as possible to spend the least money, get as good as possible effect:

The first is to understand the size of the consumer group your product faces. If the product you sell is a high expendable product that everyone must have, it means that the whole market is large, and if it is a special product of a high consumption product or a specific group of people, it means the whole market is relatively small. Note that the greater the size of the market competition must be more intense, and those segments of the long tail market is easier to open up and contain higher profits. Evaluate the size of the online sales market, you can use a number of tools to conduct rough surveys, such as Google, Yahoo, Baidu and other search engines provide similar statistical tools. From these tools, you can find the statistics of the number of time-timephased queries for keywords, that is, the keyword heat.

With these keyword search statistics, we can combine the conversion rate (the reliable search flow conversion rate obtained by other means) to analyze the approximate quantity of the market order. Of course, this analysis is too rough, often inaccurate, can only be roughly evaluated, want to get more accurate data, or through the market, the largest number of competitors real orders analysis to obtain.

As a battlefield, it is necessary to know your competitors in the market. Any business with similar products is your opponent, and he's always thinking about how to woo consumers. Focus on competitors, the enemy, win, but also from the competitor's marketing model to learn from the reference, to go beyond. Because a lot of shops may be only a small part of the search engine optimization, many sites are not ranked in front of the natural search results, so from the AdWords ranking is also found a large number of competitors. For the competition between Google AdWords, these competitors are even more important.

Figure 1 Analyzing marketing difficulties through the competition between AdWords

The more competitors there are, the more difficult it is for you to get the right to live in this market, and of course, the higher the cost of getting your footing. In general, some people define 15 of the following advertising competitors is a very smooth situation, and more than 50 competitors, it shows that the market competition is relatively fierce. Of course, in the face of two different situations, you should be able to maintain the mentality and the measures taken should be adaptable.

However, not a competitive market should be avoided, on the contrary, as long as you have the confidence to do well, and can do well, the competitive market will bring you more obvious benefits. Of course, this requires you to have excellent marketing plan, good implementation process, such as the design of a good related keywords, writing attractive advertising copy, split test ad group, mail tracking customers, etc., may let you in the fierce competition in the market a piece of.

Try to save your advertising costs. Search engine marketing is a contradictory issue, as an SEO experts in the industry said, some just getting started SEO technical staff will often relish the creation of how many clicks, promoted the number of rankings, and this is completely wrong. Because search engine marketing is throwing money out, the more clicks it means you need to spend more money. So Google ads more value the effect, click Rate and ranking is not the goal, and conversion is the fundamental. For advertising costs, the less the better on the basis of the conversion rate, or, conversely, the higher the conversion rate for the determined input budget.

Search engines generally give you a different price reference for a particular keyword ranking, such as Google's keyword "flow estimator". Google AdWords account in the "campaign Management", click the "Tools" link, will come with the tool interface, into the "flow estimation of the device", enter the keyword to statistics, select the region, currency and other options can be counted.

Figure 2 AdWords Click Flow Estimation Tool

From the figure clearly can be seen, "notebook" This hot keyword competition is fierce, bidding price is very high. Therefore, for some weak businesses, the launch of these keywords is undoubtedly in the marketing of burning money. Therefore, effectively excavate the long tail keyword, reduces the advertisement cost, pays attention to the ROI of investment return, so long as the income is bigger than the advertisement expense, then the high bidding price is also feasible, otherwise, the cheap advertisement also easily causes the waste.

This digest has been published since Google AdWords Marketing-the road to success for the web business.