The implementation of search engine marketing should be people-oriented

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Search engine marketing, or SEM, means to use search engine optimization technology to market their own website.

According to recent surveys of consumer attitudes toward search engine marketing and factors affecting marketing effectiveness, 94% of consumers use search engines in the decision-making process. Among the four factors influencing the reliability, information, appeal and style of the source, consumers have a high preference for the objectivity of search engine, the effective information provided by the advertisement, the function appeal of the product in the advertisement and the active form of advertisement. From the investigation conclusion, this paper has the following suggestions for enterprise to implement search engine marketing.

1. Suitable for marketing. When consumers are faced with a limited or enlarged decision, the degree of consumer involvement is relatively high, the decision needs to evaluate the attributes and alternatives are relatively complex, at this time consumers will start the external information search process. Therefore, not all products or services are suitable for the use of search engine marketing. For example, consumers are much more likely to search the computer than to search for toothpaste. According to Yahoo's statistics, in April 2006 the number of consumers to search "computer" 2,309,912 times, and search "toothpaste" only 8,902 times.

2, clear marketing objectives. Enterprises to implement search engine marketing is to achieve some goals, such as: Direct sales, create new customers, brand image to establish or consolidate, provide information and so on. Enterprises need to first find the goal of marketing, and then the site's structure, content, style and so on to adapt to the goal of optimization. For websites that sell online, focus on ensuring the convenience and security of the transaction process, and in order to attract new customers, you need to provide as rich and detailed information as possible to potential consumers.

3, strengthen the marketing effect. First, pay attention to the information provided to the customer in the search engine advertisement. Enterprises should choose the most credible search engine service providers, in the advertising word to provide the target customers interested in information, select the effective type of appeal to attract customers, take the appropriate advertising style. Second, choose the best search keyword. The sensible choice should be to discover the keywords that consumers will use, and to segment the market by increasing the number of keywords, clearly positioning, and reducing the cost of advertising.

4, marketing process monitoring. The objectives of the monitoring include: Keyword query rate, CTR, conversion rate, position of the bidding ranking, competitor position, ensure the update of marketing information and so on.

5, control the marketing cost. Search engine marketing by effect billing model It is easy for companies to forget the cost of inspection, because each click is only a trivial expenditure. However, given the huge number of clicks, the cumulative amount will be a large amount of expenditure. Therefore, enterprises should combine marketing objectives, the click Rate, flow and other indicators to maintain monitoring, in the control of overall marketing costs at the same time to evaluate the marketing effect.

6. Avoid moral and legal issues. The search engine marketing also has the nonstandard place, the morals question mainly includes to the consumer misleading as well as to the search engine sorting algorithm to carry on the fraud behavior. In the law, the main problem of search engine marketing is the click fraud, that is, through a large number of malicious search of a keyword hit the loss of the enterprise.

In general, search engine marketing, the demand-driven marketing means, is a useful supplement to the traditional marketing means of enterprises, with the development of the information society, will make greater progress.