Search engine marketing must read the textbook recommended: "Scientific advertising"

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Search engine Marketing (SEM) is a "process greater than the results" of the internet marketing, the so-called "process is greater than results," not to say that the results are not important, but that the whole process of SEM needs the quality of the methodology is often more than the average person's estimate. Imagine a customer with more than 30 million ads a year in search engines, and the demand may be simple, but the process is much more difficult to achieve as the desired result of demand.

For this reason, Semwatch will not regularly recommend some books on the methodology, if you have a good recommendation, you can also email us: talk[at]semwatch.org

Recommended reading: "Scientific advertising" scientific advertising

Claude Hopkins Claude C. Hopkins (1866-1932) was the founder of modern advertising, and was seen by David Ol as one of the six giants who created modern advertising. In his masterpiece "scientific advertising" and "my career in advertising", he put coupons, test marketing, mailing marketing and free trial supplies and other advertising concepts and a series of advertising principles are very concise and profound. David Ol will "scientific advertising" as an Austrian-American company employees Seven will be the first book.

If he lived today, he would be a man of the Sem field.

Hopkins seemed to have foreseen everything 86 years ago, and let's look at what he published in his 1923 masterpiece, "Scientific advertising," scientific advertising: "Advertising has entered an increasingly scientific era." Once advertising was like gambling, but now, in a sense, advertising has become one of the safest business ventures. The advertising industry now faces the least chance of risk compared to other companies. ”

The quantifiable, testable and analytical methods of advertising that have been emphasized in this ancient book, if placed in the current internet age, are simply the best combination of theory and practice. Search engine is one of the most easily tracked and measured advertising media. Through a complex and huge system, search engines offer advertisers the possibility of "advertising visualization"--What keywords form what clicks, and how many orders they eventually bring.

"That's why paid-click advertising is still effective even in an economic crisis," says Jonathan Beeston of efficient Frontier. "Paid-click Ads help advertisers build a cost-controllable model, in this model, the search clicks are based on your pay, you can pay more and you can pay less, you can speed up the frequency, increase the advertising and consumer contact opportunities can also reduce the speed of only a little per day. This "arbitrary" way, the traditional advertising media can not imagine.

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