A friend who reads Zeng Penghui's SEM blog chatted with me some things about SEM this morning. There are two common questions. I will write them down when I have the opportunity in the future, so as to give some reference to friends who have just entered the industry. Finally, he asked this question: I found that some people came in with corporate keywords. Is it necessary to create such keywords? This question resonated with me. Today, let’s talk about whether we should launch our own brand keywords.
The reason it resonates reminds me of when I first started working on this project. At that time, the overall environment of the company was: SEM and SM were confused and I had to preach everything about SEM. If you want to get the project off the ground, results are the last word - this is true in any company. However, I found that this project still has a certain brand effect, so I invested the limited money in brand words. Since I only opened adWords at the time, the traffic was not much, but the ROI was still good (of course). Many people in the company, including the boss, were very puzzled by my placement of brand words: Our website has already ranked first, why do we still need to put our own brand words? Isn’t this a waste of money? I didn’t have any idea at the time. The explanation is too detailed - too much explanation is meaningless - show the report to the boss, make money, OK, continue. Later, when I was planning to do Baidu promotion, my boss looked at the search results: The first screen was all about our promotion—it was just competing keywords. I mentioned in "Publishing Strategies for Competitive Words" that competing words are a group of words with good conversion effects. Many promoters like to invest in them. What's more, no one cares about them. Typically, if you don't vote, you will get nothing. cast. As for how to explain to the boss that others would vote for our brand words, I won’t mention it. During the project, there were too many similar things.
Back to the topic, should we put our own brand words in the SEM process? This question can be divided into the following situations and discussed separately:
1. The brand word ranked No. 1 on Baidu’s natural search company website. In this case, you should also advertise these brands. However, you should compare the traffic statistics. Before and after the promotion, has the traffic of these words entering the website increased? How much is the increase? Then based on the conversion of these keywords, calculate the incremental value of these words to the company profit. In this way, if the boss asks you this, there is no need to say too much. If you hand over a report, the boss will not say anything else.
2. It’s still the same situation 1 above. Even if the promoted words do not grow, you should continue to use these brand words, but change the matching method. SEO will not let every brand word, especially long-tail brand words, rank first. The number one ranking will always be a few core brand words. By placing these core brand words, you may be able to match some unexpected brand search terms, which is also a credit to promotion. In short, everything depends on the results. If there is an increase, continue; if there is no increase, stop. However, I have never seen investment in brand words, and the overall traffic of brand words will not increase.
3. It’s still the same situation 1 above. Just like when I first started working on a project, the brand words of competing products were all over the place. At this time, there was no doubt, go for it! Reject their accounts on behalf of the moon! By the way, I also invested in their brand words. If you have money, right? Raise the bid, disgust the other party?
4. The natural search company's website ranking is not Baidu's number one brand word. Needless to say, in this case, it is a must. Brand words are the best traffic to convert, so they must be captured to the greatest extent. In the past, others used our brand words to drive up prices, but colleagues did not dare to follow up. I said: If we don’t make the decision on our own land, we might as well go home and sell sweet potatoes. We all want to be first in general terms, and we all dare to be first. Why can't we hold on to brand terms? If we can't live in peace, how can we grab food from other people's pots? I have always liked the multi-account promotion strategy, and seize more A lot of brand word traffic is a very important reason. Sometimes, the CPC of the brand word series may be the highest. If you can’t even defend your own brand word position, then you will never be a strong SEM competitiveness in this industry. Of course, those who work hard to keep brand words may not necessarily be strong, because many people only invest in brand words. I remember that there was a time when my boss asked me to do this. This is a good strategy if you are doing a one-time deal, you are an individual or a small company with a small budget, you do not want to develop a brand, and you require super high ROI without pursuing increased sales and profits.
All in all, in the current Baidu promotion environment, no matter what the situation, since you are doing SEM, your own brand words must be selected. Taizu of the Song Dynasty also said: On the side of the bed, spring sleep does not wake up, how can you allow others to snore and sleep; Baidu promotion, mosquito bites everywhere, your own brand must be submitted! This article was originally written by Zeng Penghui SEM blog, the original link: http://www.zengpenghui.com /archives/352.html , webmaster brothers please keep it when reprinting.
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