Search Engine Marketing SEM Implementation Strategy

[China Glass Network] Search engine marketing SEM is an indispensable part of online marketing activities. Most companies that sell products online need to be properly deployed on search engine marketing.

The main customers facing search engine marketing are divided into three situations:

1. Search for people who express relevant needs by keyword search on the search engine. This type of person is a relatively obvious potential customer. For example, search network marketing, search engine marketing methods, such people belong to people who want to understand online marketing and search engine marketing, then he may be Baidu or related advertising company customers. Although the face is relatively large, the demand may not be specific, but it is also a potential customer that can be won.

2. People who search for brands and product parameters directly on search engines. Such people express a clear tendency to brand and product demand. It is easier to be more popular than the former class. If he searches for the brand of company A, then obviously this is the customer of company A. However, as a peer company, B has the opportunity to compete with Company A in this category. Therefore, defending your own brand words has become a must for many companies. Baidu also provides special services for the brand area, otherwise others can buy your brand words and compete with you. The product parameter words are relatively fair to everyone, and it depends on who can give users a better experience in the entire advertising and service.

3. Potential users who do not directly search for related words. These people may be our customers, but the content they search may not have anything to do with our products. This requires us to analyze the characteristics of our customer base to target content that they may be concerned about that are not related to our products.

So, how do we choose our strategy for different companies?

First of all, what is the main goal of the company? Some corporate goals are to protect their online customers from being snatched by others. That is at least a defense in your own brand. There are also some companies whose purpose is to increase sales, which should be a word with a high rate of delivery and close to the end demand. And some companies just want to expand the market influence at any cost. It may be possible to cast more relevant words and even cast some popular words with a lot of traffic. For example, Intel has invested in a laptop to enhance its influence, but Jingdong Mall has not voted. Intel's purpose is more about brand influence, and the core of Jingdong's advertising is input and output.

Second, a specific implementation strategy can be specified once the target is determined. According to the goal, the company can first delineate the big category of the word. For example, only words with high relevance to brand words and product parameters are cast. Or a large number of industry words, such as Internet marketing, computers, clothes, such as traffic, but the goal is not clear. Control the budget according to different goals and the capabilities of the company itself.

Search engine marketing strategy is again, through data analysis and summary, constantly adjust their own delivery strategy. Better control of input and output, and meet the strategic needs of the company as a whole.

Search engine marketing is just one way to get potential customers and keep old customers. But this only increases the likelihood that customers will come to us, but it will have to follow up with the follow-up service. Such as the landing page guidance, customer service levels, corporate brand credit. In short, customers need to make greater efforts to lead the door. There are a lot of details that are not in place, which can lead to customers leaving, the rate is low, and the cost can not be recovered. Therefore, the budget for search engine advertising can only be continuously reduced. Therefore, data analysis is very important in the improvement of work. Because it is different for different enterprise strategies, it will not be repeated here.

The search engine era will continue for a long time, and the search engine marketing SEM will become a necessary means of corporate marketing for a long time, which is increasingly becoming a major performance of corporate competitiveness!

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