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How To Use Search Engine Marketing? Eleven Steps In Search Engine Marketing

2008/8/15 13:10:00 41805

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In search marketing, the most important thing is to choose keywords and establish good association management.

Because advertisers will buy more keywords in the future, especially advertisers of big brands and retailers may have tens of thousands of key words, so the selection of keywords should be carried out in a prescribed order.

First, advertisers should look for "key words" related to their brands and products.

Including proprietary brand, industry characteristics, product line (including product type and name) and product characteristics, as well as related marketing activities and promotional activities, etc., advertisers should first list the "key words" as detailed as possible, and exhaustively list all the combinations of phrases.

Second, compare the user behavior and search request on the basis of "keyword".

First, expand the scope of keywords on the basis of "subject words". The main means include contrasting the keywords listed with the target audience's search habits. The first principle of communicating with the target audience is to use their language instead of their own language.

For example, taking the popular search mobile phone in North America as an example, according to the search results of MSN Live Search, the keywords of "Mobile Phone" are searched 61 thousand times a day, while colloquial "Cell Phone" searches 8 million 600 thousand times a day.

Second, we should also make effective use of the keyword request statistics tools provided by search engine operators and third party search marketing companies to see the historical performance of keywords, such as applying Google Keyword Suggestion to search for changes in key keywords over the past year or even a month.

Finally, we should also examine the influence of different keywords on the target audience's different purchasing cycles, so as to list the priority of each keyword. This requires tracking and investigating the target audience and examining the keyword input of its decision premise.

Third, classify and organize the key words.

It is suggested that different marketing groups should be adopted according to different marketing objectives and stages, so that the progress and effect of marketing can be flexibly grasped.

Take Expedia, the largest online travel service provider in the United States, for example, the company has launched 3 million key words in four search engines in North America (Google, Yahoo, MSN, Ask) and has been grouped in detail according to national, regional, city, airline and hotel level information.

At present, tens of thousands of groups have been formed for these 3 million keywords, and key strategies can be adjusted at any time according to the weather, humanities, environment and other factors.

Just imagine, after the occurrence of natural disasters, although the number of search requests for key words in Sichuan and other regions has increased significantly, it does not mean that users are increasing the number of hits because of the willingness to travel. Therefore, the travel booking company can immediately put all the keywords of the Sichuan group into full play to save costs.

Fourth, choose keywords according to competitors' vocabulary.

Advertisers should also keep abreast of the competition in search engines.

The advertiser must first remember that the advertising effect of each keyword should be fully understood. Every key word that advertisers are facing is a precise advertisement. Advertisers should be clear about the performance of each advertisement, including coverage, click through rate and conversion rate.

Secondly, based on real-time understanding of the performance of each keyword, we should continue to adjust and optimize the keywords.

Search marketing is interactive marketing, so we must update and optimize in real time according to users' changes in brand and product cognition, consumption demand and behavior. Of course, these optimizations can also play a supporting role in other marketing activities on line and offline.

Once again, innovative launch attempts should be encouraged.

Only by constantly trying and exploring can we make search marketing play its greatest value potential.

Therefore, advertisers should always try to find out a more appropriate combination of key words and delivery plans according to changes in the environment and needs. For example, when traveling on summer vacation, when the line is most suitable, when can it be shielded to save costs, it is worth repeated comparison.

Finally, search marketing needs persistence.

At the beginning, the marginal cost of search marketing will increase faster due to the selection and optimization of keywords, but the search marketing advertising effect is in the "micro effect" stage. At this stage, we need to continue to optimize the combination of key words and put in the plan. Once the "micro effect" stage has been passed, search marketing will generate strong energy, and lay a good platform for advertising brand building, and even bring about actual orders.

STEP1: clear marketing objectives

Clearly understand the expected goals of marketing projects, and understand the changes and influence factors of users' attention in each purchase cycle before the start of the project.

STEP2: find keywords.

Find and understand their own "Keywords", which are related to company brand, industry characteristics, product line and product characteristics, marketing activities and so on.

STEP3: keyword research

How can we expand our keywords?

Is the keyword consistent with the search habits of target users?

What is the historical performance of keywords?

The influence of different keywords on target users' different purchasing cycles?

How to evaluate the priority of each keyword?

STEP4: create a reasonable classification.

Effective keyword categorization allows you to deal with a large number of keywords in a calm way. According to different marketing objectives and stages, different groups can be used to flexibly grasp the progress and effect of marketing.

STEP5: understanding competitors

Did they choose the same keywords?

Where are they in the competition?

What kind of SEO/SEM did they carry out?

STEP6: clear the work of UE/SEO/SEM

UE/SEO/SEM will affect the effect of search engine marketing, find the key factors and clarify the work objectives.

For example: in a search engine promotion effect is not good, is it because of bad word selection, or competitive strategy problem?

Or is there any problem with our landing page and purchase process?

STEP7: advertising for precision monitoring

Whether you put it in Google or Baidu, every keyword you are facing is a precise advertisement, and you should know clearly the performance of every advertisement.

STEP8: continuous adjustment and optimization

The Internet is changing all the time, and search engines are the same. Under such circumstances, there is no limit to search marketing.

The shorter the time to find and solve problems, the more competitive they will be.

STEP9: multi angle performance evaluation

Performance appraisal is not a report.

Regular and multi angle performance evaluation, grasping every process of search engine marketing, finding problems and adjusting strategies are very important for search engine marketing.

STEP10: suggestions and feedback on marketing plan

Search engine is interactive marketing, so its results can reflect users' brand and product cognition, consumer demand and behavior to a certain extent. Therefore, search engine marketing results can also provide a reference to the company's overall marketing plan (including online and offline) to a certain extent.

STEP11: constant new attempts and Explorations

Correct marketing methods and reasonable tools can make heavy repetitive labor simple and effective, but only by constantly trying and exploring can we make search marketing play its greatest value potential.