Since a member of the Chinese People’s Political Consultative Conference in 2011 put forward the suggestion of combining the development of Internet search marketing and promoting the transformation of marketing methods of small and medium-sized enterprises, search engine marketing has begun to enter a stage of prosperous development. On the one hand, the development of search marketing has been supported and is no longer the same as in the past. That was criticized; on the other hand, small and medium-sized enterprises have changed their marketing methods, and online e-commerce has become inevitable. It is understandable that for traditional enterprises to enter e-commerce, the fastest and most effective way is search marketing.
Search marketing is a large category, from on-site ranking to vertical search to traditional bidding, etc. Of course, there are also a variety of search models and profit models that require more companies to study and explore, and no matter which method, as long as it involves Search and ranking will have an indispensable relationship with bidding. Today, the author will discuss the situation of bidding ranking with you on some ideas of bidding ranking, so that enterprises can have a basic understanding of bidding ranking promotion.
Is PPC a “money-burning machine”?
There are now some claims on the Internet that PPC is a "money-burning machine." Half of these claims come from people who don't know much about PPC, and some come from SEO practitioners. So, does PPC cost money? And how does it cost money?
As we all know, bidding rankings charge per click. If there are no fees on the account, it will naturally not appear on the search homepage. If the price of the keyword is really high enough, the fees incurred will be considerable, which is indeed a bit "burning money" for small and medium-sized enterprises. . And why are there so many companies doing PPC? Companies like Lenovo are even doing brand promotion with a promotion fee of 100,000/month (a type of Baidu PPC).
The author believes that whether it feels like it is burning money mainly depends on the final effect. If you can earn back 200,000 by burning 100,000, is it still called burning money? The final result of bidding ranking is not what customers can see in the first place after searching. For you, more needs to be done from the aspects of conversion rate and other aspects of comprehensive analysis, which requires the company's online promotion managers to establish a scientific bidding ranking perspective.
Pros and Cons of PPC
The advantage of bidding ranking is that keywords have outstanding effects in the short term; the ranking position is suitable for customers to find, there is no charge if you don’t click, and it can be displayed; new bidding ranking methods such as Baidu’s network alliance promotion, brand promotion, etc. can allow companies and products to gain Full display.
The shortcomings of bidding ranking include: users who do not use search engines cannot see the effect; the prices of some keywords are unacceptable to small and medium-sized enterprises; malicious clicks on keywords.
Many search engines have taken corresponding measures in deficiencies. Taking Baidu as an example, it has launched network alliance promotion for people who do not use search engines. People can see Baidu's promotional ads when browsing certain websites; Baidu's customer management backend has now added an IP segment blocking function to prevent malicious clicks, and the fees for malicious clicks can be refunded through appeals.
The above two points have greatly made up for the inherent shortcomings of bidding ranking.
What kind of companies are suitable for bidding ranking?
In principle, any company can participate in PPC, or even individuals who want to promote, as long as they open an account and pay Murakami fees, they can do PPC. In actual operation, due to unreasonable price settings, lack of scientific coordination and other reasons, the results of enterprises' bidding rankings are not ideal.
In the following situations, you can choose bidding ranking promotion appropriately:
1. Brand promotion: It requires brand promotion and product brand concept implantation, and a comprehensive and multi-angle display of the company and related products.
2. Increase popularity: The product is already on the market, but it lacks popularity and needs more publicity to increase product sales.
3. Corporate promotion: We have products, but there are too many similar products and customers don’t buy it. We need to promote both the company and the products at the same time.
4. Launching a new business: You have just established a website and need to quickly increase its visibility.
5. New product promotion: New products that have just been launched are selectively covered with advertising on relevant networks using multiple keywords.
6. Event marketing: Several keywords can be proposed for events related to the enterprise for short-term vigorous promotion.
Scientific management bidding ranking
With the development of bidding ranking, there is already a systematic operation method, and multiple search engines have developed management backends based on their own experience. From the user's point of view, the more detailed the background function, the more powerful it is. People who have used GOOGLE's background will definitely lament the complexity of its background, which cannot be operated by just being familiar with it for two days. As far as domestic search engines are concerned, Baidu's management backend has been done quite well. Those who are familiar with the bidding ranking operation can have an in-depth understanding of it, so I won't mention it here.
It should be noted that everyone who manages bidding rankings should establish a scientific viewpoint on bidding rankings and comprehensively manage keywords, word promotion, or word groups according to various circumstances such as time, place, word, and cost. Promotion, or regional promotion, or combined with network alliance promotion, or special case promotion for activities, multiple methods of cross-promotion can maximize the effectiveness of keywords and improve cost performance.
It is recommended that everyone involved in PPC conduct in-depth research in this area and write some more scientific and better PPC promotion plans to make the company's online promotion more effective.
The above are some of the author's immature views on bidding ranking. If you have any different opinions, please share them and I would be grateful.
This article was first published in Taobao Crown Store, website: www.tgo18.com . Please indicate the source when reprinting.
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