Precision Marketing and PPC ad ROI principles

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In search engine marketing theory, PPC pay-per-click advertising can be said to be the core of the enterprise SEM strategy, such as Baidu bidding rankings, network Alliance promotion, vertical portal advertising and so on, are common PPC means. And how to achieve the maximum ROI of advertising is a problem that each enterprise needs to solve, is also a small spell 10 days to learn the SEM tutorial on the fifth day to discuss the topic. Small spell that the target group of precision marketing can be a good solution to this problem.

Before we begin the text, we need to understand the concept of advertising precision marketing and ROI.

What is precision marketing?

Precision Marketing--precision Marketing, is a kind of accurate, measurable, interactive and ROI excellent new marketing model, is the enterprise to achieve measurable low-cost expansion of the road of effective guarantee.

Search engine development is a rapidly changing, sem means are endless, only to achieve precision marketing to enable enterprises to occupy the network marketing to the Highland. So how does the enterprise carry out accurate marketing? Small spelling, mainly from the following aspects:

1 Effective coverage: Accurate positioning of the target crowd, accurate advertising strategy to guide the accurate delivery of advertising, rather than the impact of the advertising bombing without discrimination;

2) Strengthen the memory: the enterprise advertisement should pay attention to the brand promotion, this to establish the stable enterprise loyal customer base, realizes the customer chain reaction increment all has the far-reaching influence;

3 In-depth interaction: through a wide range of online communication means, to create a user experience, so that the SEM to achieve measurable, controllable and other precision requirements;

4 Precision Measurement: Specific groups of precision marketing, is accurate, precise, measurable, thus breaking the traditional positioning of the ambiguous marketing situation, but also the need for sustainable development of enterprises;

5 Overall optimization: Always track, evaluate the effect of advertising, collect different user voice, understand their real ideas and needs, timely adjust search engine marketing strategy and methods.

What is ad ROI?

The traditional ROI theory refers to a practical creative guide in advertising, i.e. relevance (relevance), original originality, and Shock Force (Impact), or ROI, which is the the 1960s advertisement master William Bernck created by DDB Advertising International Co., Ltd. based on its own creative accumulation summed up a set of creative theory.

Ad ROI in PPC refers to the ROI of an ad, that is, the English abbreviation for return on investment. In general, we can use this formula to calculate the ROI of an ad:

ROI = revenue/Investment x100% or ROI = (Cost reduction + revenue growth)/Total cost For example, in search engine marketing, you use for PPC advertising funds is 100,000 yuan, net earn 500,000 yuan back, then your return on investment is equal to advertising profits divided by advertising costs, that is ROI = 500000/ 100000 x 100% = 500%. Obviously, this ROI is enough to make you steal a good while.

In short, the return on investment is to use the least amount of money to maximize profits. Thus, ROI is also a strong basis to evaluate SEM effect to some extent.

Precision Marketing and PPC ad ROI principles

Philadelphia businessman John Huanamek once said, "I know half of my advertising costs are wasted, but I don't know which half." "This reflects an indisputable fact: the traditional marketing model ROI is generally too low in the current situation, corporate SEM is the case." The money blew, did not wield the benefit, I thought, this is any enterprise does not want to see the matter. So, how to improve the advertising ROI? It is believed that precision marketing is the effective way to improve the ROI of advertising. However, enterprises in the precision marketing, should grasp the following several PPC advertising ROI principles to achieve the best return on investment.

1 to develop accurate PPC advertising strategy in line with the Enterprise SEM strategy

Search engine PPC ads compared with traditional TV ads, there is an essential difference-simply, summed up as a sentence: "TV ads = have to see, online advertising = want to see." Therefore, the enterprise carries on the SEM advertisement, should pinpoint the target crowd accurately, the accurate advertisement strategy directs the advertisement accurate delivery, achieves the best Roi, this is also the Enterprise product application, the profession characteristic, the development demand and the Internet interaction, the freedom, the diversity unifies the request. As the saying goes, thinking determines the way out, details determine success or failure. Thus, it is important to make accurate PPC advertising strategy in line with the Enterprise SEM strategy, and precision marketing is a measurable and controllable sem guiding ideology, and is a predictable advertising ROI.

2 advertising exposure, the number of clicks is not equal to PPC ad ROI

At present, PPC advertising methods are no more than Baidu bidding rankings, Google AdSense, Sina, Sohu and other large portals on the Banner,sidebar ads and so on. Typically, PPC ads are based on CPM (unacknowledged Path method) and CPC (cost per Click; Costing per thousand Click-through), CPA (costs per Action) and other statistical models, is only a data index, this method is applied to advertising settlement, cost control, creative effect monitoring is feasible, But the return on advertising as an investment is somewhat simplistic. In fact, PPC ad ROI is a kind of delay effect, it has the depth of interactivity, the advertising exposure, the clicks can not reflect the real advertising ROI.

3 The interactive nature of PPC advertising is a double-edged sword

Internet users are the owner of PPC ads forever--enterprises should bear this in mind. According to statistics, China's Internet users have reached an alarming figure, at least 1/3 of the population is using the Internet, and search engines as the largest Internet portals are dependent on users. So, how to check and the interactive link of the Netizen, will directly affect the ROI of the advertisement.

PPC Ads Click Effect is the goal of all enterprises, which is also the majority of advertisers on the network advertising a superficial understanding. In fact, the interactive nature of the network advertising should be multi-level, should be effective coverage-> attract "eyeball"-> attract click-> continue to browse-> a process of continuous attention, and each aspect of the interaction needs to be fully utilized. However, many corporate search engine ads only focus on coverage (exposure) and excellent advertising ideas, and relatively ignore the ads "click after" User behavior. As a simple example, your ad may be the visual focus of a net friend, and it does attract countless clicks, but they choose to give up when they browse your site, which is one of the reasons for the ROI of the ad. Therefore, PPC advertising strategy should pay attention to the "click after" landing page design, rather than only in the advertising display creativity. "See you don't have to point you, dot you don't necessarily love you", I think, this analogy is used to describe the interactivity of PPC ads is better.

4 PPC Advertising ROI is not just business

Enterprise SEM often fall into such a myth: "Understand the Internet does not understand the advertising market, understand the advertising market and do not understand the Internet." In fact, this kind of contradiction is universal, it is not only the technical problem, but the different cognitive level of business value. PPC Advertising ROI Evaluation in addition to corporate responsibility, but also need search engine advertising providers, advertising evaluation and other units to work together to finally reach the enterprise, business, user win three situations. Therefore, enterprises should correctly look at the value of search engines, formulate accurate PPC advertising strategy, select the appropriate advertising carrier, execution and timely evaluation, in order to achieve the desired advertising ROI.

At the end of the article, the small spell again, PPC advertising ROI is only a business SEM evaluation means, in essence, or hope that through the idea of precision marketing to help enterprises better use of search engine advertising, get the best results, to achieve the ultimate goal of sustainable development of low-cost enterprises. All right, that's the fifth day of the 10-day Academy of SEM tutorials: The full content of the ROI principles of precision marketing and PPC advertising, sharing, learning, and happiness--starting with a small collage of SEM blogs.

This article comes from the small jigsaw SEM blog: http://www.xp-sem.com//reprint please indicate the source.