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Online display advertising and search marketing are traditionally separate areas of endeavor. A larger online marketing strategy can encompass both types of marketing, but people in the search marketing field often don't deal with display advertising and don't understand display advertising, and vice versa. But recently, there appears to be greater interest among industry insiders in bringing the two fields together than before. In addition, as search traffic gradually shifts to social networks, Google renames its "content network" to the "display network", these factors may accelerate the convergence of the two areas. Regardless, when professionals in search and display advertising come together, there's bound to be a lot of sparkle in the sharing of information. Today, I will make some suggestions for my colleagues in media planning from the perspective of the search field.
Keywords contain a lot of information
For online media strategists, existing pay-per-click advertising campaigns can be a treasure trove of information. The performance of different keywords can help them create different styles of campaigns, from creating concepts, advertising text, website copywriting, to tracking locations, new niche opportunities, etc. What if there’s no existing pay-per-click campaign to look at? Then you can conduct keyword research on the above mentioned aspects for a newly launched pay-per-click advertising campaign.
This can start by using a keyword research tool commonly used by pay-per-click advertising experts:
Website analysis: It is very meaningful to understand which keywords have been proven to bring traffic to a website, what content on the website these traffic will flow to, and whether this traffic will convert into targeted actions. By comparing and analyzing the advertiser's expected goals with the actual goals achieved, we can draw some information from the gap between the two, as well as the direction of future efforts.
Google AdWords Keyword Tool: This free keyword research tool is the granddaddy of this field. The tool not only allows users to evaluate the popularity and importance of a keyword or keyword group based on search traffic, but also identifies other related keyword groups. The tool also lets you control your queries in a variety of ways. For example, you may limit search results by geographic location, type of device used to search, product category, and other options. Once the keywords are placed, you can also manipulate and classify the data. For example, to limit search results to the anti-aging category, I selected US-wide searches for skin care on mobile devices and sorted by their popularity in the US.
You can pick your favorite keywords from the sorted list and switch to the traffic estimator tool to estimate the traffic and cost of these keywords. If a media buyer is looking to create a direct response campaign with display advertising, both of these factors need to be considered, and the CPM will also need to be negotiated based on the actual performance of the ad.
Google Trends: Media buyers tend to heavily promote popular content that attracts people’s attention. Likewise, Google Trends tracks and displays currently popular searches. If you act quickly and have your ad creative and budget ready, you can take advantage of these trends.
Twitter searches and trending topics: You can also measure the popularity of a keyword, especially a more specific keyword, by how many posts mention that keyword. Would it be useful in your media plan if these posts were linked to your website? If needed, you can use Twitter's advanced search tools to find specific answers. Twitter's trending rankings, although often filled with meaningless tags and celebrities, are still helpful in seizing quick advertising buying opportunities.
Useful information from competitive searches
In addition to mining data from existing advertisers and public assets, these techniques can also be applied to existing free and paid competitive search tools. Google AdWords competitor analysis, SEMRush and SpyFu are all free or semi-free tools. The paid platform Search Monitor can provide rich information about competitors, trademark disputes, etc. AdGooroo is also a paid platform that has features like a search monitor and “Display Insight” that are sure to be useful to media planners and media buyers.
Another use of keywords
I’m a big fan of contextual advertising. Most contextual advertising is keyword-based, so your advertising campaign can only be executed if you provide your vendor with a proven keyword list. And your content network representative will tell you not only their estimated number of ad impressions, but also related terms and other opportunities that may be missing from your keyword list.
Want to hear more on this topic? If so, I will give a speech in the "Crossing the Digital Divide: Leap from Search to Display" section at the "Search Engine Strategy Conference" in New York next month, and readers are welcome to attend.
Author: iResearch Expert-Hollis Thomases
Article source: http://column.iresearch.cn/u/Hollis/335907.shtml