Search + re-positioning = Brand Enhancement

Now, the boundaries of search, display, and social networking are becoming blurred. If you use the http://www.aliyun.com/zixun/aggregation/38704.html "> show ad reposition to fix paid search, the boundaries are even more blurred." I call this strategy a "branding enhancement" strategy.

Through brand enhancements, you use paid search to identify consumers and prospects, and then you reposition and stay with the consumer during the purchase consideration. You can use paid search (Google, Bing, and Yahoo) and banner ads, direct clicks and organic traffic to push consumers into your repositioning vision. By paying for a search, you can turn users into active buyers or information seekers.

Now, I know there's nothing new about repositioning, but I find that many customers still don't understand what it is, and if they do, they don't realize the value of integration with search.

I'm sure you've heard about paid search, banners, and organic search traffic, and I'm sure you understand repositioning. The new location is that you set up cookies in the user's access browser and then provide text advertising services when they visit the site. Burst Media, advertising.com, ValueClick and DRIVEPM are providing relocation services. But I like to use Google Network because of its size, you can choose PPC text ads and banner ads, you can also choose the site you want. This is important for high profile brands or business-to-business brands that want to limit advertising to advanced files or related sites. If specific site positioning and site transparency is not a problem, you can use all search engines and several different networks to achieve the maximum number of pro-location access.

The process of branding is like this: 1, through paid search, to attract consumers to your site. This treats them as consumers in the process of buying and considering activities.

2. Set up consumer browser cookies in the Web code of your landing page to see them as repositioning candidates.

3, when consumers around the site online activities, when they click on the site, will click on ads, the network will notice this.

4, over time, you can build a strong consumer group of activities, they are familiar with your brand.

Brand enhancement will give you value to consumers who will not convert their first paid clicks, and consumers who convert will remain online during the purchase consideration process. Take a look: the conversion rate of the landing page is 5%, which means that 95 of every 100 people click on the landing page from the paid search ads. When users are online, repositioning can retain them, and you can position them in different ads and influence their ideas while they are in the buying account. Therefore, this is the brand enhancement benefit.

Original: March 15, 2011; Compiling: Song XI)