Get the complete version of search engine (SEM) marketing promotion methodology!

Search engine marketing (SEM) may be a concept that is both familiar and unfamiliar to many people.

It is often one-sidedly equated with "buying keywords", resulting in a large number of small and medium-sized enterprises being unwilling to spend money to hire someone to be responsible for SEM due to lack of budget and insufficient verticality of business. Instead, they arrange their marketing employees to connect with platform service personnel and carry out the delivery according to the instructions.

Setting the landing page as the official website homepage causes unnecessary jumps and increases user loss; lack of skill in setting keyword wildcards causes the entire paragraph to be red, leaving visitors at a loss; discovering that the purchased keywords are ranked too low, immediately raising the prices of all the keywords in the delivery plan... Such wrong operations can be found everywhere.

Without a systematic methodology and an understanding of the underlying business logic, one is led by the platform's suggestions and will inevitably see lackluster results.

We have overlooked a fact: the entry threshold of SEM is not as low as imagined. Random placement and passive price increases will only create the illusion of "high cost and no effect". As a marketing channel that has been developed in China for more than ten years, the degree of misunderstanding of SEM is staggering.

Therefore, for newcomers who are just starting to try search engine marketing , or those who work in advertising or marketing and need to manage the company's SEM , a set of step-by-step tutorials with complete methodology is very necessary.

With frameworks, illustrations, and annotations, from business logic analysis to practical guidance, the 60-page "Search Engine Marketing (SEM) White Paper" launched by iResearch will solve all your previous confusions about SEM and help you quickly learn to think like a digital marketing expert.

▌The white paper is divided into 12 chapters, explaining the key points and precautions of each stage step by step

The five major sections of text + notes + diagrams + practical screenshots + term list help readers understand and digest the content in an all-round way, truly achieving a book, one-hour, zero-based introduction to SEM, while also making it convenient for readers to refer to it at any time during practice.

Search Engine Marketing (SEM) White Paper

Preface:

Today's mobile Internet has shifted from chasing traffic to seeking lean operations.

With the five major Internet industry chains (social, commodities, services, content, and interests) completing the land grabbing by the leading enterprises, the previous promotion scene of crazy spending on customer acquisition is gone forever. If the mobile Internet dividends in the past allowed companies to grow rapidly, there were many options, such as exchanging traffic, offline promotion, or ASO, or even fake traffic from the cat pool.

The arrival of the capital winter and the gradual depletion of traffic sources have forced every penny of promotional expenses to be taken seriously. At the same time, more and more marketers are horrified to find that the growth methods that were once talked about, such as fission and check-in, have gradually become ineffective under the governance of platforms and regulators.

Some people have asserted that the past few years have been a barbaric incremental market, and the next step will be to enter a fully saturated stock market. It is hard to say for sure, but as budgets shrink and traffic costs increase while deepening the existing private domain traffic, how to more finely screen promotion channels, effectively improve ROI, and acquire more high-value users has become a more urgent and acute practical problem. Under the dual pressures of traffic tightening and model innovation, growth hackers seem to have encountered a bottleneck and have to abandon their excessive reliance on extensive customer acquisition and turn to user-oriented refined operations.

As Alistair Kroll said in his book Lean Data Analytics, don't sell what you can make, but make what you can sell and figure out what users want to buy. Lean growth is the process of acquiring users. Through a more complete data analysis system, product testing methods, interview and research mechanisms, etc., we can get close to users, understand what users really want, think about how our products can meet users' real needs, and reach and acquire users more effectively.

Lean growth is not only about gaining insights into user psychology and behavior, but also about feeding it back into product iteration and optimization in the form of data, forming a complete lean growth closed loop of [data-insight-hypothesis-testing], and using it to drive business growth. This requires us not only to see the data, but also to understand the data.

If the first half is about disruptive innovation, then the second half is about deep-rooted optimization;

If the first half belongs to growth hacking, then the second half belongs to lean growth.

With the arrival of the post-growth era, lean growth will become the new goal and direction for all companies.

Author: Analysys

Source: Analysys (ID: enfodesk)