The impact of keyword research and competitive search on display advertising activities

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In the traditional sense, online display advertising and search marketing belong to different fields of work. A big online marketing strategy can include both types of marketing, but people in the search marketing field often do not involve display ads or display ads, or vice versa. But more recently, the industry seems more interested in merging these two areas. In addition, as search traffic gradually shifts to social networks, Google renamed its "content network" to "Display networks", which could accelerate convergence in these two areas. In any case, when the search field and the display of advertising professionals gather together, their information sharing will certainly burst into a lot of sparks. Today, I put forward some suggestions for the media planners from the perspective of the search field.

The keyword contains a lot of information

For online media strategists, the existing Pay-per-click advertising campaign can be said to be a repository of information. The effects of different keywords can help them create different styles of activity, from creative ideas, advertising texts, Web sites, to tracking locations, new niche opportunities, and more. What if you don't have a pay-per-click ad campaign available? Then you can do a keyword study for a newly launched pay-per-click ad campaign.

This can start with a keyword research tool commonly used by Pay-per-click advertising Experts:

Website Analysis: It is very meaningful to know what keywords have been proven to bring traffic into a website, what content these flows will flow to the website, and whether these flows will be converted into target behavior. Comparing the expected target of advertiser with the actual target, we can draw some information from the gap between them and the direction of future efforts.

Google's AdWords keyword tool: This FREE keyword research tool is the "originator" of this field. The tool not only enables users to evaluate the popularity and importance of a keyword or keyword group based on the search traffic, but also to identify other key phrases associated with it. The tool also allows you to control your query in a variety of ways. For example, you might limit search results through a variety of options such as geographic location, type of device to search for, product category, and more. Once the keyword is launched, you can also manipulate and categorize the data. For example, by limiting search results to the anti-aging category, I chose the American range of skin care search keywords for mobile devices and sorted them by the search popularity of these keywords in the United States.

You can choose your favorite keywords from the sort list and switch to the Click Estimation tool to estimate the flow and cost of these keywords. If the media buyer wants to create a direct response activity by displaying the advertisement, both factors need to be considered, and the cost per thousand will need to be negotiated according to the actual release effect of the advertisement.

Google Trends: Media buyers tend to advertise a lot of popular content that attracts people's attention. Similarly, Google Trends will track and display current popular searches. If you can act quickly and you are ready for advertising ideas and budgeting, you can use these trends to spread.

Twitter Search and hot topics: You can also measure a keyword, especially the popularity of more specific keywords, and see how many posts refer to the keyword. If you link these posts to the website, will it be useful for your media plan? You can use Twitter's advanced search tools to find specific answers if you need to. Twitter's popular trends, though often meaningless labels and celebrities, have helped to grasp the opportunity to buy fast-advertising.

Useful information from competitive search

In addition to mining data from existing advertisers and public assets, these technologies can be applied to existing free and paid competitive search tools. Google AdWords's competitor analytics, Semrush and Spyfu are all free or semi free tools. The toll platform Search Monitor can provide rich information about competitors and trademark disputes. AdGooroo is also a fee-based platform with similar search monitors and "Display Insight" features that are certainly useful for media planners and media buyers.

Another use of the keyword

I'm a huge fan of contextual advertising. Most contextual ads are based on keywords, so your ad campaign can only be implemented by providing an effective list of keywords to your provider. Your content network representatives will not only tell you the number of ads they estimate, but will also tell you about the words and other opportunities that may be missing from your list of keywords.

Would you like to hear more about this topic? If so, I will address the "digital divide: a leap from search to display" in New York next month, and welcome readers to the Conference on the "search engine strategy".