Small head bidding software on the strategy of bidding promotion

In general, advertisers are unwilling to put brand words because: our natural results are already the first, why spend so much money to buy again?


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Usually, small head bidding software Small series gives the answer is:


 


1, show two times is not better?


 


2, you will buy if you don't buy a competitor.


 


the former is actually very weak, because did not say why better? The latter will make people feel uncomfortable, after all, who do not like "forced" to spend money.


 


said "be forced", in fact, I have been quite disagree with Google's "Do not do evil", the reason is that, from a business ethic, I do feel that it is immoral to buy a competitor's brand word, just like if Jingdong went to the Gome gate to distribute the advertisement, saying we are cheaper, I believe the effect will be good but immoral. If I'm not mistaken, for quite some time, Google's revenue is a large part of the competition from the word; on the contrary, Baidu in the introduction of Phoenix Nest, in fact, is not allowed to buy the word, which is a good business ethics, but in fact will affect Baidu's revenue; the Phoenix nest of Baidu, In fact, the technology and performance is not necessarily how much improvement, if Baidu therefore has a relatively large revenue growth, I think this growth is quite substantial from the Phoenix Nest allows the purchase of brand words.


 


the above paragraph is inserted, it has nothing to do with the subject, because anyway, SEM is under the established rules of the search engine, since the rules so that we can not change, then accept it.


 


so back to the point, whether advertisers should buy brand words, the basic and real consideration is: can this help advertisers achieve the best ROI?


 


The best ROI is a quantitative and cost-balanced consideration that maximizes the number of ROI (for example, registered cost CPA, order cost CPO, and sales cost CPS);





Here's a very simple formula:


 


Brand Word actual roi= (total order number or order amount after purchase brand word-Total order number or order amount under natural rank)/cost


 


so the conclusion is obvious, if the ROI is acceptable, brand words should be put on the other hand, then it needs to be considered if the ROI becomes acceptable by means of SEM.


 

Why does
say that branding can be a better ROI? The main reason is:


 


1, the strength of the description! As I have stressed many times before, the effects of different labeling on conversion rates are very large, good labeling may increase the conversion rate by more than 10 times times, and generally, the nature of the results of the description can not be arbitrary control (of course, to a certain extent controllable, so even if advertisers do not buy brand words, it should be a little thought, Write a desciption of meta;


 


2, more locations; Since we do SEM, not all the keywords will be put in the first place, so that the second is also effective, and the purchase of brand words, you can harvest 1, 2 orders-in fact, we contact a lot of advertisers, will use different domain names, Let you have some keywords the first page of the search results are The advertiser's products;


 


3, Brand protection: Although the fact that competitors will buy our brand words is unsatisfactory, but since it is "fact", it is necessary to face, suppose a person to buy a notebook, the basic assumption is that he bought in our competitors, we will not buy in here; So, the protection of the brand, It is the growth of our order that our orders are not taken away from our competitors.


 


Beyond this, Baidu's innovative form of advertising: Brand area, that is, the upgrade of brand words, or graphic version, because of the form of expression, space, brand promotion and other reasons, will be particularly suitable for the search for a larger site; Suppose we admit that when, Jing Dong, Excellence These website's Market department is not idleness , they are not spending too recklessly (they can actually be described as a compliment) and their bosses are not dotage, so we need to admit that these sites are constantly buying brand zones because the brand area can help them achieve the best ROI.


 


Small head bidding software to provide trial writing.


 


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