PPC Bidding management for brand marketing

Companies responsible for ppchttp://www.aliyun.com/zixun/aggregation/8953.html "> Search marketing and contextual advertising executives typically spend millions of of dollars a month on branded advertising, but rarely take into account the impact of search branding. On this issue, I have been in different meetings with a number of marketing executives, marketing VP and CMO Exchange. In the next few years, I believe that the search brand impact will increasingly be integrated into KPIs to optimize online PPC marketing.

Brand marketing is as important as promoting sales, and almost every PPC search marketer uses pure direct reaction and KPI to manage and optimize their marketing activities. If your business does not care about the impact on consumers and corporate buyers, then all this will have a good effect.

In view of many key words, the last activity before the sale is a search, especially the brand keyword, therefore, people generally think that search engine marketing get too much sales credibility. In fact, other media marketing and PR will inspire people's attention, and even directly stimulate the search behavior. Does this mean that all search visits are worthless, of course not.

If you give other media credibility, help them to influence sales, especially to enhance our brand awareness, you need to give the search traffic reputation to enhance participation, improve the brand experience of the searcher. Your site should provide a better brand experience, not just an internal advertising approach. A few years ago, key-word assistants were popular, but I didn't simply mean that way. I'm talking about how to spend weeks or months promoting user buying behavior, and even the impact of offline buying.

If brand impact into PPC bidding strategy? First, evaluate the key keywords. These keywords reflect one or two search behaviors, and it is an unknown problem that most searchers focus on. For example, travel, insurance, notebooks, or even two words may instruct consumers in the early stages of the purchase process, what you do is to classify the content of the response user structure. My lover, for example, is a New York psychologist who has ranked "dating errors" in Google and Bing's search. Here, the user does not show interest in indicative therapy, but it shows people's dating habits.

Once you get a list of keywords, you have two choices: one is to relax the keywords of the CPA, CPO or Roas targeting, just guessing the participation and branding they offer.

The second is to set the brand and participate in proxy success methods, site visitors to evaluate the click of these keywords.

(Original: July 6, 2012, compiled: Song XI)