Compared with fixed-fee ranking and other traditional media promotions, PPC promotion has a higher return on investment and a more flexible promotion method. However, flexible "weapons" often require some effort in operation and control before they can truly exert their attack advantages.
How can we maximize the effectiveness of PPC?
1. Whether the promotion effect of PPC is good or bad? The benefits that PPC brings to enterprises include at least two points:
1. Increase the chance of being searched by potential customers, thereby increasing the number of effective visits to the corporate website, and ultimately promoting offline sales. ——A promotion method that is cheap but cannot bring effective visits to the corporate website obviously does not make much sense;
2. Top-ranked companies will give visitors an impression of strength and facilitate the creation of a leading image of the company;
It must be clear that the evaluation criteria for the effectiveness of PPC promotion are divided into primary and secondary categories: first, the increase in effective visits to the corporate website; second, the number of inquiries from potential customers (including calls and letters, etc.); and finally, the number of orders. increment.
Generally speaking, the number of website visits and consultations can be used as direct standards for effect evaluation, while the order volume can often only be used as an auxiliary reference standard, because the sales volume of completed products (order quantity) is closely related to product quality, price, service, and corporate sales. Capacity and other factors are directly related. It is obviously not scientific to evaluate the effect only by the sales volume or profit brought to the enterprise.
2. Select the correct delivery manager
Managing bidding rankings is a relatively complex job, and the nature of its work places the following requirements on managers:
1. The person must have the ability to analyze and judge, and be able to adjust the delivery strategy in a timely manner according to changes in the market and the company;
2. This person should have a good understanding of the company's marketing strategy and marketing plan, and be familiar with the company's products, advantages, services, prices, target markets, and competitors in order to accurately grasp the direction of promotion - in principle, this person should be subordinate to the market department, not the information department;
3. The person must dare to take responsibility, because there is no ready-made delivery method for PPC, and there are differences between enterprises. Operators need to learn and apply it according to the characteristics of the enterprise, and continue to try, in order to give full play to PPC. flexible advantages. The management of PPC also has high requirements for professional knowledge. If the company does not have talents who understand both technology and marketing, what should we do? At this time, the company can make use of the marketing consultant provided by the PPC service provider. This can sometimes be more cost-effective than hiring a full-time manager. For example, Baidu will equip PPC customers with professional marketing consultants (the service fee is 600 yuan per year). If enterprises handle the relationship with them well, it will be of great help to better exert the effect of PPC. For example, marketing decision-makers You can fully communicate with marketing consultants and do keyword optimization and effect evaluation at any time based on market changes and company status quo.
3. Optimize keyword placement strategies and techniques:
Keyword placement strategies can be divided into two types: dominance type and follower type.
Strong companies often adopt a dominance strategy: no matter how much they pay, they must gain an advantageous position in the rankings of all major keywords (usually the top ten or even the top three on the first page). The follow-up strategy means that the company does not deliberately pursue the ranking position, but only obtains the position before the natural search results at a lower price. Which of these two strategies should you choose? You need to make a decision based on your own strength, promotion goals, and changes in opponents, so that you can get the maximum return with the minimum investment. Usually, in some highly competitive industries, such as shelf manufacturing, flowers, etc., most companies adopt a follow-up strategy. In some industries where competition is not strong, it is appropriate to implement a dominance strategy. For example, when the keyword "electronic equipment" has many competitors on Baidu, if the manufacturer wants to highlight its strength and has a large marketing budget, it can adopt a dominance strategy and try to rank in the top ten on the first page; if marketing If you have a small budget and just want to get more visits from potential customers on the original basis, it is appropriate to adopt a follow-up strategy. If it is a keyword that is not very competitive, for example, when there are only 4 competitors, the company is more suitable to adopt a dominance strategy, and may even consider competing for the first position, because other competitors often think that the top five positions are all It is more advantageous, so we will not follow blindly and the price will not be raised.
4. Carry out monitoring and analysis
Monitoring and analyzing website visits is an important daily task to maximize the effectiveness of bidding rankings. Currently, search bidding services are provided by world-renowned companies such as Baidu and Google. They generally provide customers with various detailed analysis reports. For example, Baidu's bidding ranking system can provide detailed keyword statistics reports, daily group statistics reports, etc., allowing companies to understand consumption, potential customer visits and distribution in a timely manner. Of course, companies can also use some monitoring and analysis methods themselves with the help of marketing consultants. For example, when answering consultation calls, ask each user where they learned about the product or service; or set up a special consultation phone number, count the number of consultation calls based on the information on the consultation calls, and calculate the average customer cost. .
At this time, if the company still wants to make its own plans and personally monitor the effectiveness of online marketing, it can use a third-party traffic statistics system as a reference. For example, the traffic statistics system can record the number of visits to each page in the website: if the results show that the number of visits to the product introduction page of your website is significantly increasing, it means that potential customers are really paying attention to your products; if they just browsed the website If the home page just disappears, you need to analyze it under the guidance of a marketing consultant. Is it because the production level of the website home page is too poor, or is it because the content and website navigation are unreasonably designed, making it inconvenient for visitors to browse further? The traffic statistics system can also Keyword tracking statistics can be provided, that is, which keywords visitors specifically query to link to the corporate website. Through the query volume of each keyword, the charging statistics of the bidding service provider are mutually verified. If there is no big gap, it means that the charging is reasonable and credible. Due to different statistical methods, there will generally be some small differences between the two.
5. Timely summary and evaluation
Within a delivery cycle (such as a quarter), it is very meaningful to summarize and evaluate in a timely manner against the access reports provided by the service provider, so that problems can be discovered and corrected in a timely manner, and provide a basis for adjusting the delivery strategy.
This work should at least involve the following aspects:
1. Direct or indirect return on sales. Managers should regularly make statistics on consumption amounts, new visits, the number of messages and email feedback, and telephone consultations, compare data from different periods, and conduct comprehensive analysis combined with market factors (such as low and peak sales seasons, etc.).
2. Summarize the keyword query rules. Through the analysis reports provided by the service provider, we continuously analyze the keyword query patterns of customers, add those keywords that have not been placed before but have been queried by customers (although they are found, they may not rank well), and cut or lower some keywords. keyword price.
3. Summarize and analyze competitors’ advertising strategies and changes. While paying attention to yourself, you should also devote a certain amount of energy to your competitors. On the one hand, you can learn some experience from it, and more importantly, it provides a reference for adjusting your own delivery strategy.
Combining the above three points, let’s give an example to explain:
A company selected 50 keywords on Baidu and set the position of each word in the top three. As competitors follow up, some keywords are squeezed out of the top three after a period of time. At that time, the company was not eager to restore those rankings, but analyzed the changes in keyword visits in different positions through statistical reports. Then the company's decision-makers and marketing consultants continue to communicate, and the keywords are continuously optimized based on market changes and the company's goals at that time: for keywords with a significant decline in visits, the leading position will be restored; while for keywords that have not changed significantly, continue to observe . At the same time, relevant information is summarized regularly (every quarter) to form a phased online marketing evaluation report.
Bidding ranking is a dragon-slaying sword. Whether it can kill enemies depends largely on the user's ability and experience. At the same time, the situations of enterprises vary widely, and there is no one-size-fits-all delivery method. The enterprise's online marketing managers need to constantly try, analyze and summarize in order to summarize in a short period of time a set of methods that are suitable for the enterprise itself and the company. Promotion strategies based on industry characteristics. (Note: The source of the article is compiled from the Internet)
Chengdu Wanghui Internet Marketing Consulting Studio (www.wanghui.sc.cn www.21sem.cn)
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