Pay-per-click: Search Marketing Secrets you don't know

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Referring to the topic of using search engines to increase sales, Mr. Sun, who works for the Matador company, was deeply impressed. Matador is a domestic company called "Matador" interactive marketing solutions provider, but also search engine PPC (Pay-per-click, Pay-per-click) loyal users. As early as 2005, Baidu bid ranking not long, matador company tried to use the method of bidding ranking to promote, because the effect is good and has been used so far.

Mr. Sun described his initial purchase price ranking experience: 2005, due to the rapid development of business, matador company urgently needs to expand visibility, improve sales, comprehensive consideration of various types of network promotion methods, decided to use the auction ranking method. Initially Matador company chose 5~10 keyword, obtained the user name and account number that Baidu gives, after login, the search page in Baidu backstage can see the matador Company's rank and browse quantity on the website instantly.

"At that time, a keyword click on the minimum cost is 0.3 yuan, 10~20 per day to calculate the number of clicks, 5~10 a keyword total input cost of 15~60 yuan, investment is limited, but the effect is very obvious, through the PPC access will soon upgrade." "said Mr. Sun.

However, the increase in traffic does not mean that the business is final, and many of the owners of the search engine advertising, matador companies really care about the number of visits and sales of the conversion rate is high enough. In the long-term use, Mr. Sun formed this understanding: first of all to ensure that the results of the search on the first page, and also to select Good keywords. For example, Matador Company bought the "Network marketing Company", "advertising planning" and other keywords, "Network marketing Company" Click a cost of 0.6 yuan, the current click "Network Marketing Company" and the results, the Matador company ranked third; click on "Advertising planning" Once the cost of 0.7~0.8 yuan, currently in search results Matador Company ranked third, are eye-catching position. "Now, basically two or three phone calls per week, but also a part of the initiative to submit a cooperation list on the site, which shows the top of the good results." "said Mr. Sun.

"Curve Saving the Nation" is one of the ways Matador Company advocates. "For example, when a bank promotes a credit card, it can also try to highlight its credit card service in terms of its relevant vocabulary, in addition to selecting the most popular words for the keyword." For example, digital product name, when users search for products, can also see the credit card installment tips, this is very helpful to the promotion of credit cards. "said Mr. Sun.

Another example, "Giant wood flooring" (virtual name), the purchase of "flooring" and "Bamboo flooring" and other industries popular keywords, the word bidding will generally be in the 1~2 yuan, if you want to ensure that the first few of the search results, the price will be higher bidding. But if according to the consumer's search habits, the way of thinking design keywords, such as "Floor selection Recommendations", "decoration experience" and so on, the overall promotion of cost-effective and effect will be greatly enhanced. This recommendation and advice also allows consumers to trust and motivate them to choose.

During the Dragon Boat Festival, "travel" and other words were clicked very high frequency, but relative to each click a few yuan money cost, the effect is not high, and the results of the search is a large pile of tourism bureau, travel agency. "This is a good choice if you choose to buy short term travel recommendations," he said. Because this kind of words belong to the unpopular, but in the specific holiday that few days, the effect will be very good. "said Mr. Sun.

How to optimize your site

More and more companies are buying search ads, but their website construction is often just a decoration. In fact, the corporate web site also has a more powerful role for mining, do a good job for search engine marketing to provide instant and effective content supply, user-friendly understanding of enterprises.

"Many companies for their own web site to pursue the page is beautiful and ignore the function optimization, and they buy search engine advertising can not connect." It is important to know that the time and content updates are critical when the customer searches for the keyword you are buying. "Mr. Sun pointed out that the search engine has its regularity, and there is a certain period of time, so that the content of the company's Web site to be updated in a timely manner, to supplement the latest, most want to let customers understand the content, you can let the search results show the content of the enterprise the latest, most "For example, Baidu's search update is usually one months, if the company's website to update the content, to supplement the most want to let customers understand the content, it can be in the next search in Baidu to be included in the update." ”

How does the search engine combine with the enterprise's marketing behavior? An excellent website, after the search engine brings users, should cooperate to do some things to improve the viscosity of the site, such as the product of regular promotional topics, timely update information, included good performance, and let the unintended arrival of users on promotional topics to generate interest, and thus regularly to view promotional information ... "Mr. Sun said." In addition, in the "News", "topic" and other content design to consider the combination of search engine to improve the user's attention to the product is also one of the common methods.

User search psychological changes are also prompting enterprises to improve their own website. Most Internet users in the United States are currently experiencing search fatigue (users are impatient and frustrated that they cannot find results related to search content). Users want to quickly get search results, if not immediately change to a search engine, very impatient. In fact, as early as June 2006, a report called Double Click-roi Research found that 36% of adult American users would try another search engine if they couldn't find the right content in their search results.

Internet users spend less time on search engines from 2003 to 2007, according to a report published by the American Network Publishing Association. Since this data is a percentage, it does not mean that users actually spend less time on search engines, which in fact means that the efficiency and quality of search engines are constantly improving and users are more efficient at using them. The improvement of search engine efficiency and quality also stimulates the user to have the higher request and the expectation to the search engine, this is the user to the search engine endurance reduction main reason.

Industry experts believe that, as users of search engine efficiency put forward higher requirements, search engines want to improve user loyalty, it is necessary through technical means to continuously improve the content and search keyword correlation matching. On the other hand, as users become less tolerant of search engines, more and more impatient users are less concerned about the results of the search, which also explains the importance of enterprise website optimization. Professional norms, optimization of good corporate websites can be long-term in search engine results get better exposure.

Compared with the paid bidding rankings, the price of SEO is relatively low, and the number of keywords is not limited. Take a keyword that is not the lowest price for bidding-click 0.3 yuan For example, enterprises to buy 10 such key words to pay 3 yuan; conservative estimate, if each keyword is clicked 10 times a day, then pay 30 yuan a day, one months on the payment of nearly thousand yuan, cost-effective is not necessarily higher than SEO. Therefore, the optimization of corporate web site has become an important way to promote search engine sales.

From the user's point of view, last year, SME advertisers and large brand advertisers are more concerned about search engines. "Netguide2008 China Network advertising market Research Report" pointed out that the search engine is the user's monthly arrival rate of up to 90% of the Internet first application. The combined growth rate of keyword ads, search alliance ads, search brand advertising and other related businesses in 2007 was 73.8%.

In order to coincide with this year's Olympic theme propaganda, many customers have put some of next year's advertising budget ahead of the year to carry out advertising, which means that next year some companies will be less advertising investment, which also prompted advertisers to find more cost-effective advertising delivery. Industry experts predict that 2009 search engine marketing will become the mainstream way of interactive marketing network.

Search advertising, including PPC, has increasingly become an important network marketing method for enterprises. "Netguide2008 China online advertising market research Report" released earlier this year, pointed out that 2007 Chinese search engine advertising overall market size increased to 2.73 billion yuan. Search engine Advertising has a user initiative, precision and other advantages are transformed into the mainstream network media business and marketing value. It is understood that the search in the overall advertising market growth rate is significantly higher than the traditional network advertising media such as portals, operating income ratio shows a rapid expansion trend. Science and Technology experiments show: Google ranked the top three sites streaming 80% of the search traffic, the first site to obtain more than half of the search traffic, ranked in the top three site clicks about 410.7.

The growth of the market means the increase in user demand. And for users, in the case of rising prices, how to use the smallest input to obtain maximum value, is their most concerned about the problem.

Set the secret of the keyword

For search advertising, keyword choice is the most basic and most important part. How do I choose a keyword? The most popular and highest-rate words are the best? Menglin, who opened a clothing store in Taobao, doesn't think so. As a small business owner, the money is limited, so the key word price is his most concerned about the problem. The best keywords, he argues, are those that are not abused and are popular.

He introduced his experience of buying keywords: "After choosing a series of phrases, you can use web marketing software to detect these keywords, see how often these keywords are used in other pages, and how many people have used these keywords in search engines over the past 24 hours." ”

Menglin Baidu Hebei Langfang branch of Mr. Cui to teach him the keyword selection skills told reporters: "Another technique is to use a rare combination." The Effective keyword index (Keyword effectiveness Index,kei) will tell you the number of keywords you use in its database and the numbers of competing web pages. Look for keywords that might work on your Web page. The higher the Kei value, the more popular the keyword, and fewer competitors. Kei up to 100 points is good, more than 400 points is excellent. Be careful only to use keywords that describe your product. ”

According to the introduction, the key words of the multiple arrangement is also very necessary. "Change the word order in the phrase to create a different combination of words: Use infrequently used combinations, combine into a question, include synonyms, substitution words, figurative words and common misspelled words, include the trademarks and names of the products sold, and use other qualifiers to create more two-word combinations, three-word, four-word combinations. For example, if your keyword is broadband, you may experience phrases like wireless digital broadband, broadband acceleration, broadband news, digital wireless broadband news, and more. If the keyword is a software solution, try a test flow analysis software solutions, traffic analysis reports, traffic reporting tools, business-to-business software solutions, E-commerce software solutions. "It's important to note that key phrases don't have to be meaningful, although they have to be relevant when you're composing," Menglin said. ”

It is also extremely important to set keywords according to internet users ' search habits. Matador Company's Mr. Sun integrated himself and friends to buy search engine advertising experience that enterprises in the purchase of easy to go into the misunderstanding, that the purchase of products can improve sales keywords, and some customers pay attention to the key words, but also did some bidding rankings, but the effect is not ideal. Popular keywords are expensive, but conversion rates are not necessarily good. How to set the key words according to the product's peripheral information and the Netizen search habit is a science.