Matador is a domestic interactive marketing solutions service provider called "Matador" and is also a loyal user of search engine PPC (Pay-Per-Click). As early as 2005, not long after Baidu implemented PPC, Matador Company tried to use PPC method for promotion. Because of the good effect, it has been used to this day.
In 2005, due to the rapid business development, Matador Company urgently needed to expand its popularity and increase sales. After considering various types of online promotion methods, it decided to adopt the bidding ranking method. Initially, Matador Company selected 5 to 10 keywords and obtained a username and account given by Baidu. After logging in, you can instantly see Matador Company's ranking and number of views on the webpage on the search page of Baidu's backend.
The minimum cost for one click on a keyword is 0.3 yuan. If calculated based on 10 to 20 clicks per day, the total investment cost for 5 to 10 keywords is 15 to 60 yuan. The investment is limited. Yes, but the effect is obvious, the number of visits through PPC will increase immediately. For search advertising, keyword selection is the most basic and important part. How to choose keywords? Are the most popular words with the highest click-through rate the best? As a small business owner with limited funds, the cost-effectiveness of keywords is his biggest concern. The best keywords are those that are not overused and are popular.
After selecting a series of phrases, you can use Internet marketing software to detect these keywords and check the frequency of use of these keywords in other web pages, as well as the number of keywords on major search engines in the past 24 hours. How many people have used these keywords when searching.
Another tip is to use rare combinations. The Keyword Effectiveness Index (KEI) will tell you the number of times the keyword you are using appears in its database and the number of similar competitive web pages. Look for keywords that might work for your page. The higher the KEI value, the more popular the keyword is and has fewer competitors. A KEI score of 100 is considered good, and a score of over 400 is considered excellent. Be careful to only use keywords that describe your product. "Save the country through curves" is one of the methods advocated by Matador. For example, when a bank promotes a credit card, in addition to selecting commonly used hot words as keywords, it can also try to consider related words to highlight its credit card services. For example, when users search for digital product names, they can also see prompts about credit card installment payments, which is very helpful for credit card promotion. For another example, if "giant wood flooring" (virtual name) purchased popular keywords in the industry such as "flooring" and "bamboo flooring", the bidding for this word will generally be between 1 and 2 yuan. If you want to ensure that it is ranked in the search results The bidding fee will be higher for the first few. However, if keywords are designed based on consumers’ search habits and ways of thinking, such as “floor selection suggestions”, “decoration experience”, etc., the overall promotion cost-effectiveness and effect will be greatly improved. This kind of recommendations and suggestions can also give consumers more trust and encourage them to choose.
Words such as "tourism" are clicked very frequently, but compared to the cost of a few yuan per click, the effect is not high, and the search results at the same time include a lot of tourism bureaus , travel agency. At this time, it would be a good choice to buy phrases such as "short-term travel route recommendations". Because such words and phrases are not popular, but on certain holidays, the effect will be very good. More and more companies are buying search ads, but their website construction is often just a decoration. In fact, corporate websites have more powerful functions to explore. If done well, they can provide immediate and effective content supply for search engine marketing, making it easier for customers to understand the company.
Many companies only pursue beautiful pages for their websites and ignore functional optimization, which cannot be connected with the search engine ads they purchase. It is very important to know that when customers search for the keywords you purchased, time and content are updated in real time.
There are rules and cycles for the inclusion and update of search engines, so that the content of the corporate website can be updated in a timely manner, and the latest and most wanted content for customers to know can be added, so that the content displayed in the search results can be the latest and most useful content for the company. content. For example, Baidu's search updates are generally once a month. If the corporate website updates the content in a timely manner and adds the content that it most wants customers to know, it can be included in Baidu's next search update.
How do search engines integrate with corporate marketing activities? What are some practical tips for optimizing your website? An excellent website, after the search engine brings users, should do some things to improve the viscosity of the website, such as regular product promotion topics, timely updates of information, good collection performance, and at the same time, let the users who come inadvertently become interested in the promotion topics. interest, so as to check promotional information regularly... In addition, it is also a common method to consider combining search engines in the design of "news", "special topics" and other content to increase users' attention to products.
Changes in user search psychology are also prompting companies to improve their websites. Most Internet users in the United States regularly experience search fatigue (users feel impatient and disappointed when they cannot find results relevant to their search content). Users want to get search results quickly. If not, they will immediately change search engines, which is very impatient. In fact, as early as June 2006, a report called "Double Click-ROI Research" pointed out that 36% of American adult users would try another search engine after failing to find suitable content in their search results.
According to a report released by the American Internet Publishing Association, from 2003 to 2007, the proportion of time Internet users spent on search engines decreased. Since this data is a percentage, it does not mean that users actually spend less time on search engines. In fact, it means that the efficiency and quality of search engines are constantly improving, and users are using them more efficiently. The improvement of search engine efficiency and quality also stimulates users to have higher requirements and expectations for search engines. This is the main reason why users' tolerance for search engines has decreased.
Industry experts believe that as users put forward higher requirements for search engine efficiency, search engines hope to improve user loyalty and must use technical means to continuously improve the matching of content and search keyword relevance. On the other hand, as users' tolerance for search engines decreases, users who become more and more impatient will further reduce their attention to the lower search results, which also illustrates the importance of corporate website optimization. A professional, well-optimized corporate website can get better exposure in search engine results in the long term.
Compared with paid bidding ranking, the price of SEO is relatively low, and the number of keywords is not limited. Take the keyword with the lowest price that has not participated in the bidding - 0.3 yuan per click as an example. If a company purchases 10 such keywords, it will have to pay 3 yuan; conservatively estimated, if each keyword is clicked 10 times a day, then every day You have to pay 30 yuan, which is nearly a thousand yuan a month. The price/performance ratio is not necessarily higher than SEO. Therefore, optimizing corporate websites has become an important method to increase search engine sales.
From a user perspective, both small and medium-sized enterprise advertisers and large brand advertisers pay more attention to search engines. "Netguide 2008 China Online Advertising Market Research Report" points out that search engines are the number one application on the Internet with a monthly user reach rate of over 90%. The combined growth rate of keyword advertising, search alliance advertising, search brand advertising and other related businesses in 2007 was 73.8.