Search engine marketing (SEM) is an Internet marketing method in which "the process is greater than the result." The so-called "process is greater than the result" does not mean that the results are not important, but that the entire process of SEM requires high-quality methodology that often exceeds ordinary people's estimates. . Imagine a client that places more than 30 million ads on search engines every year. The requirements may be simple, but the process of achieving the desired results is much more difficult than imagined.
It is for this reason that SEMWatch will recommend some books on methodology to you from time to time. If you have good recommendations, you can also send us an email: talk[at]SEMWatch.org
Recommended reading: "Scientific Advertising"
Claude C. Hopkins (1866-1932) was the founder of modern advertising and was regarded by David Ogilvy as one of the six giants who created modern advertising. In his famous books "Scientific Advertising" and "My Advertising Career", he explained advertising concepts such as coupons, test marketing, mail marketing and free trials and a series of advertising principles in an extremely concise and profound manner. David Ogilvy listed "Scientific Advertising" as the first of seven must-read books for Ogilvy employees.
If he were alive today, there is no way he would be a huge figure in the SEM field.
Hopkins seemed to have foreseen everything 86 years ago. Let us look at the words in his masterpiece "Scientific Advertising" published in 1923: "Advertising has entered an increasingly scientific era. Once upon a time, Advertising is like gambling, but in a sense advertising has become one of the safest business ventures, and the advertising industry currently faces the least risk.”
The quantifiable, testable and analyzable advertising methods emphasized in this ancient book are simply the best combination of theory and practice in today's Internet era. Search engines are the easiest advertising medium to track and measure. Through a complex and huge system, search engines provide advertisers with the possibility of "advertising visualization" - what keywords generated what clicks, and how many orders were ultimately brought.
Jonathan Beeston of Efficient Frontier said: "This is why even in an economic crisis environment, pay-per-click advertising is still effective." Pay-per-click advertising helps advertisers establish a cost-controllable model in which search clicks are Based on your payment, you can pay more or less, you can speed up the frequency to increase the chances of advertising and consumer contact, or you can slow down the speed and only put in a little bit every day. This "freewheeling" approach is unimaginable with traditional advertising media.
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