Some time ago, the author introduced an article on how small and medium-sized enterprises should do SEO. In this article, it mainly talks about the process of doing SEO for small and medium-sized enterprises and some issues that small and medium-sized enterprises should pay attention to when outsourcing SEO. SEO is one of the methods of online promotion for enterprises, but enterprises often use more than one method for online promotion. Today, the author will share another method for online promotion, which is search engine bidding.
Search engine bidding is a type of PPC advertising, which is pay-per-click advertising. At present, the more popular domestic search engine biddings include Baidu, Google, Sogou, and Sosou. The main foreign ones include Google, Microsoft's Bing, and AOL. Yahoo cooperates with Microsoft. As long as you advertise on Bing, you will naturally do Yahoo. Advertisements will not be mentioned here. Here we will focus on Baidu and Google and briefly share how to do better search engine bidding.
Although most of the search engine bidding process can be completed by providers, many service providers only perform corresponding processes for enterprises in a coping style, and only consider allowing enterprises to spend more money, and do not consider allowing enterprises to make higher investments. rate of return. If a company wants to get a higher return on investment from the bidding process, it has to participate itself, because the customer service staff of the search engine will certainly not understand the product features and user needs better than the company itself.
1. User search keyword analysis
Enterprises analyze users' search keywords based on the nature of their products. This process mainly determines which words users will use to search for enterprise products. In the process of sorting out keywords, companies first sort out the main keywords, and then use the keyword tools provided by the search engine bidding system and related searches of search engines to sort out a list of long-tail keywords. Together with some special keywords in the industry, a complete bidding keyword list is compiled. Then analyze this complete list of bidding keywords, which ones are not biddable (such as words with natural rankings, words related to company nouns), and which ones are biddable (in Baidu search engine bidding, some words even have rankings) , if competitors are all bidding, companies must also bid to obtain traffic), sort out which ones are popular and which ones are unpopular. The judgment of popular and unpopular should refer to the keyword index of the search engine. Of course, there are more Observe the level of competition for the term.
2. Website natural ranking analysis
Website natural ranking analysis mainly analyzes the website's natural ranking in search engines when there is no search engine bidding. The purpose of this analysis is to reduce the company's bidding costs. Of course, it does not mean that all keywords that rank on the first page will not be used. It also depends on the ranking and bidding conditions (mainly for Baidu). This ranking analysis should also be made into an independent table. It is best to update this table every week, because search engine rankings are updated at least once a week, especially Baidu. Every time it is updated, the natural ranking will change. It may increase or decrease. The company then re-determines the bidding keyword list compiled previously based on this natural ranking table.
3. Bidding page design
The design of the bidding page is the first level to retain users. The author recommends that different keyword groups should have different bidding pages. On this page, we mainly reflect the customers' first needs and do a good job in customer marketing, because customers do not have high trust in online products at first. If we do a good job in customer marketing, we can make customers trust the company's products, and then gradually increase their trust in the company's products. Then guide customers to purchase products. In addition to perfectly reflecting the functional nature of the product in the design of the page, it is best to also give good feedback information from purchasing users. Videos are best. If there is really no information, you can fake some.
4. Improve keyword quality
There is a direct relationship between keyword quality and bidding ranking position. When the bidding prices are the same, the higher the quality, the better the ranking. If the ranking position remains unchanged, improving the quality of keywords can reduce keyword click costs. At the same time, the quality is also affected by the user's clicks. For two bidding results for the same word, whichever has a greater ratio of clicks and impressions will have a higher quality in Baidu bidding. In Baidu bidding, quality is represented by 3 stars, while Google uses a 10-point scale. Therefore, quality is more obvious in Google bidding. Improving the quality of keywords is mainly achieved by writing more ad groups and more in line with user needs. You can improve the click-through rate of keywords by modifying the matching mode of keywords. There are three keyword matching modes for search engine price reduction. One is broad matching, which is phrase matching, and the third is exact matching. Broad matching will be displayed as long as the user's search terms are slightly related to the bidding results, but they are often on the right side; phrase matching means that the search terms must contain bidding words before bidding ads will appear, while exact matching only searches for bidding words. will appear.
5. Bidding effect and website traffic analysis
After doing keyword bidding for a period of time, you must analyze the bidding effect. The analysis results should show which advertising units are clicked the most, which unit has the highest number of impressions, which area has the best search bidding, and the click cost. Wait, this is not a small project. If there are many words, it will probably take a lot of time, but it will be completed faster in the future. Nowadays, search engines also have a relatively detailed report. When doing analysis, you can start from To start with the report, the author previously did analysis once a week, and companies can make decisions based on their own circumstances. Bidding effect analysis is to limit some bids that waste money and reduce investment.
Website traffic analysis mainly focuses on the analysis of keyword traffic, especially the traffic directly related to products. How to classify different product keywords and calculate the traffic situation. It is recommended to use Baidu Statistics and Google traffic analysis tools. The purpose of traffic analysis is to understand users' search habits and use it in conversion rate statistics.
6. Conversion rate analysis
Conversion rate analysis is based on bidding results, because what we are doing here is search engine bidding. In this process, if you are doing Baidu bidding, you must make good use of the tool Baidu Shangqiao. This is a web real-time chat tool that can clearly count the source of customers. The analysis of the conversion rate first deduces the search engine bidding effect based on the order situation, and guides the search engine bidding investment. In addition to the analysis of orders, statistics and analysis of intended customers must also be carried out.
In addition to the above steps, companies must also know the minimum price of each keyword. This price fluctuates at any time. If you set a lower bidding price than this minimum price, the system will remind you what price cannot be lower, so that you You can know the lowest bidding price of this word. You can bid by adding 0.01 to this minimum price, which can also reduce bidding investment. Of course, this 0.01 will also be used to fight for a better bidding position with competitors. Search engine bidding is a bottomless investment. If you want to do a good job in online promotion, SEO is a means of long-term investment for enterprises.
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