Search Marketing Secrets You Don'T Know About

Referring to the topic of using search engines to increase sales, Mr. Sun, who is in charge of market work in Matador company, has a deep understanding.

Matador is a domestic interactive marketing solution service provider called "Matador", and also a loyal user of search engine PPC (Pay-Per-Click, pay per click).

As early as in 2005, Baidu did not compete long enough. Matador company tried to use bidding ranking method to promote it. Because of its good results, it has been used so far.

Mr. Sun described his initial experience in bidding ranking: in 2005, due to the rapid development of business, Matador company urgently needed to expand its popularity and increase its sales volume. After considering various types of network promotion methods, the company decided to adopt competitive bidding.

Initially, Matador chose 5~10 keywords to get Baidu's user name and account number. After logging in, Baidu's Matador search page can instantly see the ranking and browsing number of the company's website.

"At that time, the minimum cost of clicking a keyword is 0.3 yuan, and the total input cost of the 5~10 key words is 15~60 yuan, calculated by 10~20 hits per day. The investment is limited, but the effect is obvious, and the amount of visits through PPC will be increased immediately."

Mr. Sun said.

However, the increase in traffic volume does not mean that the business is finally traded. As with many business owners who buy search engine advertising, Matador really cares about whether the conversion rate of traffic and sales volume is high enough.

In the long term use, Mr. Sun has formed such an understanding: first of all, we must ensure that the search results are on the first page and the key words should be selected.

For example, Matador bought the key words such as "Internet Marketing Company" and "advertising plan". The cost of clicking the online marketing company is 0.6 yuan. In the result of clicking "network marketing company", Matador ranked third, and the cost of clicking advertisement planning is 0.7 to 0.8 yuan. At present, Matador is ranked third in search results.

"Basically, two or three telephone calls can be received every week, and some of them will submit the cooperation list on the website, which shows the good results of the ranking."

Mr. Sun said.

Search advertising, including competitive ranking, has increasingly become an important way of network marketing for enterprises.

The Netguide2008 China online advertising market research report released earlier this year pointed out that the overall market size of China's search engine advertising increased to 2 billion 730 million yuan in 2007.

The advantages of search engine advertising such as user initiative and precision are pforming into commercial and marketing value of mainstream media.

It is understood that the growth rate of search in the overall market of advertising marketing is significantly higher than that of traditional Internet advertising media such as portals, and the proportion of operating income shows a rapid expansion trend.

Technology experiments show that Google's top three web sites diverted 80% of the search traffic, while the number one website got more than half of the search traffic, and the top three web sites were about 410.7.

The growth of the market means the increase of user demand.

As for users, how to maximize their value with minimal input is the most concern for users.

    設定關鍵詞的奧秘 

For search advertising, the choice of keywords is the most basic and important part.

How to choose keywords?

Is the most popular and highly clicked word the best?

Meng Lin, who owns a clothing store on Taobao, doesn't think so.

As a small business owner, capital is limited, so the key word cost performance is his most concern.

He believes that the best keywords are those that are not abused and are very popular.

He introduced his own experience of buying Keywords: "after choosing a series of phrases, you can use the Internet marketing software to detect these keywords, see how frequently these keywords are used in other web pages, and how many search engines in the past 24 hours used these keywords in search."

Meng Lin told Mr. Baidu, Mr. Cui of Baidu Hebei Langfang branch, the key word selection skills he taught: "another trick is to use rare combinations.

Keyword Effectiveness Index (KEI) will tell you the number of keywords used in its database and the number of competing webpages.

Look for keywords that might work on your web page.

The higher the KEI value, the more popular the keyword is, and the less competitive it is.

KEI is good enough to reach 100 points, and over 400 points are excellent.

Pay attention to using keywords that can describe your product. "

According to the introduction, it is necessary to carry out multiple combinations of keywords.

"Change the word order in phrases to create different combinations of words: use less commonly used combinations; form a question; include synonyms, substitution words, figurative words and common misspell words; include the brand names and names of products sold; use other qualifiers to create more word combinations, three words and four word combinations.

For example, if your keywords are broadband, you may encounter phrases like wireless digital broadband, broadband acceleration, broadband news, digital wireless broadband news and so on.

If the keywords are software solutions, try the traffic analysis software solutions, traffic analysis reports, traffic reporting tools, B2B software solutions, e-commerce software solutions and so on.

Meng Lin said, "it is important to note that keyword groups do not have to be meaningful, although they must be relevant when you combine them."

It is also very important to set keywords according to users' search habits.

Mr. Sun of Matador integrated himself and his friends to buy the experience of search engine advertising. He believed that enterprises could easily go into the wrong area when buying, and thought that the key words would be to increase sales; some customers also paid attention to the key words and did some competitive bidding, but the effect was not ideal.

Popular keywords are expensive, but the conversion rate is not necessarily good.

How to set key words according to the peripheral information of products and the habits of users search is a knowledge.