Value analysis of search marketing advertisement ranking

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Search Marketing Advertising rankings, the first advertising rankings bring more traffic than other advertising positions is the most, so many people will aim at the first place of advertising. This is also a lot of SEM marketing staff aimed at the target. But step back, not the first place to see very heavy, but from the advertising rankings to find value in the transformation, is a SEM excellent marketing personnel smarter than others place.

We all know that the different position of the advertising rankings to get the traffic is different, the first name of the traffic is the tenth-bit traffic 10 times times. In the launch of Google ads, sometimes the first and second in the traffic comparison is very different, some more than the first one of the flow of traffic than the second 40% more. So in general SEM advertising rankings, the highest ranking position is very valuable. In our opinion, the first position will be able to promote the site more traffic, more visitors. The difference is that the type of site is different, if it is an information class site, the flow of the expansion will feel very happy perhaps your advertising goal is to attract more visitors. But for most SEM marketing sites, the site transformation is the most important, the highest advertising rankings can bring traffic, but the highest ranking can bring the highest transformation.

Research by some search engine marketing organizations shows that the highest conversion rate is generally relative to the highest ranking result, but the conversion rate is subject to the needs of the key words to make changes and mobility. 20% of the keywords have a high conversion rate for the highest ranking results, but the other 80% long tail keywords are possible. At the same time 80% long tail keyword in the ranking position is lower ranking, the result can produce very high conversion rate. For example, some of Google's top 8-10-bit keywords have a better translation than the first-ranked keywords.

The results show that for a lot of keywords, we can save some of the advertising costs for the highest ranking position and get a high conversion rate. At the same time, the marketing staff need to be creative, planning, advertising content to devote more energy for keyword research. Strive to put more accurate keywords, in the position after the situation is still very high click, and the cost is not high. (in how to pay less money (PPC) for better advertising transactions) We know that the advertising ranking = Quality Score * Highest bid, keyword relevance, advertising relevance, and target page content these are the factors that determine the click rate.

Search marketers should pay more attention to the role of another 80% keyword, that is, the 80% of the long tail keyword to bring us the conversion rate can not be ignored. The position of advertising rankings can not determine our final conversion rate, but our goal is to the lowest price and get the highest click rate and advertising rankings. Produce the most conversion rates at the lowest cost-that's where we're going to analyze the "value" of SEM advertising rankings.

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