Talking about how to use search engine marketing skillfully in foreign trade enterprises

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Foreign trade enterprises in the network has a lot of ways to do marketing, then in search marketing how to carry out better marketing, I think the most important to collect the engine marketing key words, and the key words to establish a good relationship management. As advertisers will be the future of the purchase of key words, especially the big brand advertisers and retail industry advertisers may have tens of thousands of keywords, so the selection of keyword work should be in accordance with the order of the regulations have been carried out in a step.

First, advertisers should look for their own brands and products related to the "keyword". including proprietary brand, industry characteristics, product line (including product model and name) and product characteristics, as well as related marketing activities and promotional activities, and so on, advertisers should first "keyword" as detailed as possible, and to take a poor way to list all the phrase arrangement combination.

Second, on the basis of "keyword" based on user behavior and search requests for comparison. First of all, in the "keyword" based on the expansion of the scope of keywords, the main means include the list of keywords and target audiences to compare the search habits, and the first principle of communication with the target audience is to use their language, rather than in their own language. For example, a popular search for "mobile phones" in North America, according to the search results of MSN Live Search, "mobile phone" the professional keywords 61,000 times a day search, and colloquial "cell Phone" is 8.6 million times a day search. Second, the search engine operators and Third-party search marketing companies should also effectively use the keyword Request Statistics tool to view the historical performance of keywords, such as the application of Google Keyword suggestion to investigate the relevant keywords in the past year or even one months of search request changes. Finally, we should also investigate the different keyword in the target audience of different buying cycle influence, so as to list the priority of each keyword, which needs to track the target audience research, the decision of the premise of the key word input can be found.

Third, the formation of the keywords to classify the organization. Suggestions can be based on different marketing goals and stages of different groupings of ways, can be flexible grasp the pace of marketing and results. For example, the largest online travel reservation service provider in the United States, the company in North America's four major search engines (Google, Yahoo, MSN, ask) on a total of 3 million of keywords, and by country, region, city, airlines, hotel level and other information for a detailed grouping. At present, the 3 million keywords have been formed in the tens of thousands of groups, according to the destination of the weather, humanities, environment and other factors to adjust the keyword strategy at any time. Imagine, after the natural disaster, although Sichuan and other regions keyword search requests have a significant increase, but does not mean that the user is due to the increase in travel will increase the number of clicks, so travel booking company can immediately put the "Sichuan" This group of keywords put all the pause to save costs.

Four, choose the keyword according to the competitor's vocabulary. Advertisers should always be aware of the industry's competitive position in search engines.

Advertisers should first remember that the advertising effect of each keyword should be fully understood, advertisers face every keyword is a precision advertising, each advertising performance, including coverage, click Rate, conversion rates, advertisers should be clear.

Secondly, in real-time to understand the performance of each keyword on the basis of the key words for continuous adjustment and optimization. Search marketing is interactive marketing, so it is necessary to update the optimization in real time according to the change of user's cognition of brand and product, consumption demand and behavior, of course, these optimization can play the role of decision support for the enterprise online and other marketing activities under the line.

Again, innovative launch attempts should be encouraged. Only by constantly trying and exploring can the search marketing develop its greatest value potential. Therefore, advertisers should be at all times according to the changes in the environment and demand, to explore more appropriate combination of keywords and delivery plans, such as the summer vacation tourism routes, when the most suitable for the line, when it can be shielded to save costs, are worth the advertisers repeatedly compared.

Finally, search marketing needs to stick. In the initial stage, the marginal cost of search marketing will rise faster because of the selection and optimization of key words. But search marketing advertising effect is in the "micro-effect" stage, in this phase need to continue to optimize keyword combination and launch plan, once through the "micro-effect" stage, search marketing will produce powerful energy, For the advertising of the main brand to create a better platform for communication, or even bring the actual orders.

STEP1: Clear Marketing goals

Clearly understand the objectives of the marketing project and understand the changes and impact factors of the user's concerns during each purchase cycle before the project begins.

STEP2: Find the topic keyword

Find and understand your own "theme keywords", which are related to the company's brand, industry characteristics, product line and product characteristics, marketing activities and so on.

STEP3: Research on key words

How to expand our range of keywords?

Is the keyword consistent with the target user's search habits?

What is the historical performance of the key words?

What are the impact of different keywords on the target user's different buying cycle?

How to judge the priority of each keyword?

STEP4: Creating a reasonable classification

Effective keyword classification, so that you in a large number of keywords in the face calmly, and according to different marketing goals and stages of different groupings of ways, you can flexibly grasp the progress of marketing and results.

STEP5: Understanding Competitors

Did they choose the same key word?

Where are they in the competition?

What kind of seo do they have?

STEP6: Clear Ue/seo/sem work

Ue/seo/sem will affect the effectiveness of search engine marketing, to find the key factors, clear work objectives. For example: In a search engine promotion effect is not good, because the choice of words is not good, or bidding strategy has problems? or our landing page and purchase process is problematic?

STEP7: Precision Surveillance ads

Whether you are in Google or Baidu, you face every keyword is a precise ad, each advertising performance you should know clearly.

STEP8: Continuous adjustment and optimization

The internet is constantly changing, search engines are the same, in this environment search marketing work is endless. The shorter the time to discover and solve the problem, the better it will be to win the competition.

STEP9: Multi-angle performance evaluation

Performance evaluation is not a report. Regular, multi-angle performance evaluation, grasp the search engine marketing every process, to find problems, adjust the strategy for search engine marketing is critical.

STEP10: Advice and feedback on marketing plans

The search engine is the interactive marketing, therefore its result can also reflect the user brand and the product cognition, the consumer demand and the behavior to some extent, therefore the search engine marketing result, also can to some extent to the company overall marketing plan (including online and offline) to have the reference function.

STEP11: Constant new attempts and explorations

The right marketing methods and the use of reasonable tools can make heavy repetitive work simple and effective, but only by constantly trying and exploring, can the search marketing play its greatest value potential.

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